市场调研参考范文英文.docx

1、市场调研参考范文英文报告标题: A study into the factors affecting UK consumers attitudes and purchase intentions towards HTC mobile phones.班级: XXXXXX姓名: XXXXXX提交日期：XXXXXXExecutive Summary(摘要)The report was undertaken in order to investigate what factors may have contributed towards HTCs loss of market share in the

2、 past eighteen months. The research problem queried the factors surrounding domestic consumers attitudes and behaviours towards this brand of telecommunications product. The purpose of undertaking this research was to investigate factors that may have contributed towards this recent loss of share an

3、d offer HTC management a set of recommendations that could help improve future performance.By analysing secondary data, a number of key factors were identified. Product factors such as quality, ease of use, utility, aesthetics, price and brand reputation were identified as key influencers upon a use

4、rs attitudes and towards a product. Personal factors observed factors such as word of mouth recommendations, perceptions of a companys marketing communication activities, availability considerations (distribution) and the influence of competitors offerings. The third and final factor, Social, consid

5、ered the role of past experiences and lifestyle as potential influencers upon an individuals attitudes towards HTC mobile phones. This background research also highlighted the strong influence that attitude has with regards to consumers purchasing intentions. From this contextual analysis, a number

6、of hypotheses were proposed for testing.A programme of quantitative research was employed to test these hypotheses and found a significant relationship existed between:Product factors and attitudePersonal factors and attitudeAttitudes and purchase intentionThese significance scores were all found to

7、 be at the highest level (p .1. The report proposes a number of key recommendations. The first of which, is to invest in activities that will positively change consumers perceptions of the HTC brand. Management could also consider investing resources into building the reputation of HTC as a lifestyl

8、e brand. The final key recommendation was to consider commissioning further research to establish which phone and brand related factors consumers prefer in competitors products over HTCs.Table of contents（目录）Section No.Section TitlePage No.1.Introduction.1 1.1 Market Definition.1 1.2 Mobile Phone Ma

9、rket12.Background.23.Problem Definition.3 3.1 Management Decision Problem3 3.2 Research Problem.34.Research Approach Development4 4.1 Literature Review.4 4.1.1 Background.4 4.1.2 Product Factors4 4.1.3 Personal Factors.5 4.1.4 Social Factors.6 4.1.5 Attitudes Towards Mobile Phones.6 4.1.6 Purchase I

10、ntention and Behaviour.6 4.1.7 Demographics.7 4.2 Research Model8 4.3 Research Questions and Hypotheses.85.Research Design and Methodology.9 5.1 Research Design9 5.2 Methodology: Secondary Research9 5.3 Methodology: Primary Research.9 5.3.1 Research Approach.9 5.3.2 Sampling Design.10 5.3.3 Sample F

11、rame.10 5.3.4 Sampling Technique10 5.3.5 Sample Size.10 5.3.6 Questionnaire Design11 5.3.7 Questionnaire Structure11 5.3.8 Operationalisation of the Variables .12 5.3.9 Questionnaire Format.12 5.3.10 Fieldwork.13 5.4 Data Analysis Methodology136.Results and Analysis.14 6.1 Respondent Profile.14 6.2

12、Mobile Phone Purchasing Behaviour.14 6.3 Factors Influencing Consumers Attitudes Towards 15 HTC Mobile Phones 6.3.1 Product Factors.15 6.3.2 Personal Factors15 6.3.3 Social Factors.16 6.4 Overall Attitudes Towards HTC Mobile Phones.16 6.5 Control Variables. 16 6.5.1 Gender.16 6.5.2 Age.17 6.5.3 Leve

13、l of Education.17 6.6 Hypothesis Testing. 17 6.6.1 Hypothesis 1.18 6.6.2 Hypothesis 2.197.Conclusions and Recommendations.20 7.1 Conclusion20 7.2 Research Limitations20 7.3 Recommendations 21References22Appendices27Table of Appendixes（附录目录）Page No.Appendix 1: Sample Questionnaire.27Appendix 2: Missi

14、ng Variable Analysis.32Appendix 3: Demographics.34Appendix 4: Mobile Phone Purchasing Behaviour.38Appendix 5: Descriptive Statistics and One Sample T-Test - Product Factors42Appendix 6: Descriptive Statistics and One Sample T-Test - Personal Factors.44Appendix 7: Descriptive Statistics and One Sampl

15、e T-Test - Social Factors.46Appendix 8: Descriptive Statistics and One Sample T-Test - Attitudes.48Appendix 9: One Way ANOVA for Control Variables49Appendix 10: Multiple Regression Analysis for Hypothesis 1.51Appendix 11: Bivariate Regression Analysis for Hypothesis 252Appendix 12: SPSS Data and Out

16、put Files.531. Introduction（介绍）1.1Market Definition（行业市场定义）The market for mobile phones is comprised of analogue and digital devices used for the purpose of mobile telephony. This market definition does not extend to other types of wireless devices such as cordless phones which communicate between t

17、he handset and a fixed line base station (MarketLine, 2012). A smartphone is defined as the sum of both a computer and a wireless voice device (Hamblen, 2009). 1.2 Mobile Phone Market（手机市场介绍）In 2011 the UK mobile phone market was worth an estimated 2,174 million, benefiting from 6.6% (CAGR) growth i

18、n the past five years (Mintel, 2012). During this period, mobile phone technology has radically changed. Traditionally a mobile phone was used for simple calls and text messaging. In the past five years, these devices have expanded in capability, often possessing the same functionality as a small co

19、mputer (Guardian, 2012). 47% of all UK consumers using a mobile phone are now using a smartphone device, with HTC currently operating a 17% share of the domestic market. 16% of UK mobile phone users are expected to adopt smartphones in the next 18 months (YouGov, 2012).In 2012, the market for mobile

20、 phones is expected to grow by around 1.4%, with manufacturers expected to ship a total of 1.7 billion devices (Savitz, 2012). Globally, the number of mobile phone devices connected to a network is expected to exceed that of even the worlds population in the next five years (Gardside, 2012). Researc

21、h also suggests that Apple is now the largest smartphone producer in the world followed closely by Samsung and Nokia respectively. HTC on the other hand sits fifth in the rankings (OBrien, 2011).For over 50% of UK consumers, the process of choosing a mobile phone takes at least a week and can often

22、take up to a few months (YouGov, 2012), suggesting that the decision making process for this product is relatively high involvement. Consumer researchers concur with this analysis, suggesting the main mobile phone platforms attract this type of user (Thompson, 2012).2. Background（背景）High Tech Comput

23、er Corporation (HTC) is an international producer of smart handheld devices (Bloomberg, 2012). In the context of this report, references to HTC focus on the mobile phone aspect of the business. The company was established in 1997 during the onset of mass mobile phone adoption throughout the develope

24、d world (HTC, 2012a). The corporation is the second largest smartphone manufacturer in Asia but has in recent years faced increasing competition from key market players such as Samsung (Culpan, 2012). However, as a manufacturer, HTC has in the past enjoyed success with its range of smartphones. In F

25、ebruary 2011, the Taiwanese based producer had (at times) three handsets dominating the most popular phone charts, propelling it past industry leaders Apple and Samsung (Phillips, 2011).In 2012, HTC expects its fourth quarter revenue figures to be 14.5% lower than in the three previous months (Jim,

26、2012), equating to a 79% fall in profits (BBC, 2012a). This information follows on from over three consecutive quarters of falling share in the mobile phone market (Versace, 2012), believed by many to be due to a rapid increase in competition within the market place (Culpan, 2012). In fact, where HT

27、C and Samsung were equal players just two years ago (2010), Samsung now sells six times as many phones as its Taiwanese opponent (Minto, 2012). Both Samsung and Apple posted profit rises during this quarter (BBC, 2012b). HTC have made a concerted effort to reverse their recent misfortunes, with chie

28、f executive acknowledging that the fast pace of the market “has slowed HTC down” (Kelion, 2012). The company has decided to react by putting more resources and greater emphasis on marketing activities to help address their current problems (Jim, 2012). For the fourth quarter 2012, HTC expects to see gross margin and operating margin to b