Marketing IntelligenceResearch Proposal

Customers Preference of Operating Systems on Phones

Deb/2A/02

Ariff Amat

Brian Chen

Warren

Kun Jie

Marcus Ng

Contents

I. Purpose

II. Type of Research Design

III. Literature Review

IV. Definition of Target Population and Sample

Size

V. Sample Design, Technique and Data

Collection Method

VI. Research Instruments

VII. References

Pg. 2

Pg. 3

Pg. 4 - 8

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Pg. 10 - 11

Pg. 12 - 14

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Purpose

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Decision Problem

The management of Microsoft is unsure whether their operating system for mobile phones,

Windows 7, can compete with other operating systems in terms of frequency of usage.

Information Research Problem

To determine the popularity and customer reach of the operating system, Windows 7 as

compared to other operating systems.

Specific Research Objectives

-To find out what factors attract customers to use a mobile phone equipped with Windows 7.

-To find out what other operating systems customers use instead of Windows 7.

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Type of Research Design

Descriptive Research

Descriptive research describes the characteristics of the population groups. Using descriptive

research, we will be able to determine the purchasing patterns of the consumers and the

degree of connection between marketing variables. With this information we can gain insight

to the current sales level and predict the future sales level of said product, Windows 7.

We would conduct this research in a cross-sectional method. Cross-sectional studies are

generally useful in comparing between different subgroups. We need a “snapshot” of the

population to determine if Windows 7 is doing well or not.

Exploratory Research

Exploratory research is an informal research that is undertaken to gain background

information about the general nature of the problem. Using exploratory research we can

identify key factors that cause consumers to buy and use other products rather than Windows

7. We can then find solutions that Microsoft can apply to Windows 7 to boost sales and

productivity.

Primary or Secondary Data

As in this case, we would go with secondary data. We can extract and utilise data from

databases supplied by organisations other than the owner of Windows 7, Microsoft. Using

secondary data saves costs and time.

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Literature Review

Our proposed research was to find out which phone OS they prefer to use. And to state how

Microsoft’s Windows Phone 7 faired against other OS’s and to determine Microsoft’s OS’s

performance in terms of customer reach.

First and foremost, the Microsoft’s Windows Phone 7 was released on the 21st October 2010.

This has been updated as of the 3rd May 2011. The OS’s features that attracts users is its

unique user interface that is unlike any other OS’s, text input, web browser, contacts, email,

multimedia, games, search function, office suite, sync, software updates and its advertising

platform. It has to compete with other smart phone OS’s such as Android, Symbian,

BlackBerry, iOS, bada and Windows Phone 7.

When users buy smart phones, they tend to look at the OS the phone uses. With that said, the

particular features they look for when assessing whether to buy this or that phone. Such

features would be battery life, size, inputs, drop test, package plans and operating systems.

The battery life of the phone is very important as it dictates how often you need to bring its

charger with it or buy spare battery. Size of the phone is crucial as you do not want a bulky

phone in your pocket or a phone with a small screen which makes it hard on your eyes. Inputs

would be how you type with the phone and what you type with. An example of input would

be a QWERTY keyboard or a touch screen. The drop test would not consist of you actually

dropping the phone but finding results of how the phone works if it was dropped or dropped

multiple times. This helps you find out the durability of the phone. Package plans are another

important factor as Package plans can be a great way to get a good phone with inexpensive

call costs. You will need to make sure you take good care of it. You will be paying those bills

for two years, even if you lose or break it.

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Now the major factor: Operating Systems. It truly depends in the field you’re working in, if

you’re a businessman, you need and OS that reads emails read different file formats and

syncs your accounts so that you can access them easily. There are many OS’s to choose from

and you should choose one that is more suitable for your field of work. Basically, choose

your poison based on your needs; read varied reviews and talk to friends who own different

models, but make the choice on what you really want to use your phone for.

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A simple table has been found to differentiate between popular OS’s and factors that affect its

performance.

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Note: Some of these features listed above for Windows Phone 7 may change when phones

receives updates in the coming months. 

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“Now, the Windows Phone 7 it is the latest entrant into the smart phone space. However,

there were some earlier versions of Windows smart phone operating system, from before

Android or iOS came into picture.

Windows Phone 7 is a completely new OS but is quite modern. Its unique rectangular 'live

tiles', which are not just links to applications, display information live on the start screen.

Windows Phone 7 also groups various features of the OS into hubs - a cross between folders

and screens. Each hub (Marketplace, Office, People, Pictures, Xbox Live, and Zune) is

tightly integrated with both native and third-party apps. For example, in the People Hub, you

can see your contacts' Facebook status updates; and you can like or comment on them.

However, there are many issues with the OS. Like you have to press and hold certain items to

display additional options, and you need to unlock the screen before you can receive a call.

Some quirks have been addressed with latest updates. For instance, the copy paste function

and some multitasking have been added, and more features are likely to come. Another

problem that has been rectified is access to Zune Market, WP7's application market, in India,

which was not available till recently.

What hasn't been rectified and probably won't be is the fact that the OS is heavy and puts a lot

of load on the processor, thereby requiring 1GHz or more processing power to unlock its full

potential. This problem means that devices using this OS will be high on specs and price.

What works in favour of Windows Phone 7 is the fact that Nokia is backing it, apart from that

it is also supported by other handset makers just like Android. ”

This review has been taken from one of many review sites that state that the Windows Phone

7 is still not on par with giant OS’s like the Android.

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Target population and Sample size

1) Target Population

Our target population would be the white collared adults. Reason why we wanted to

target the white collared adults is that they are the majority population that would

need a Smartphone to increase their productivity. How those Smartphone increases

their productivity? A normal basic phone could only provide calls and SMS while a

Smartphone can provide more than calls and SMS. For example, emailing, serving the

internet and etc. So with a Smartphone, they would not need a computer or a laptop.

2) Sample Size

We would target a total of 700 white collared adults and dividing them into 350 males

and 350 females. The reasons why we chose 350 males and 350 females is that we

have to consider our cost, time, accuracy and having different genders doing the

survey would provide a better understanding to how the different genders would think

about the operating system.

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Sample Design, Technique and Data Collection Method

The Sampling Process

1) Defining the universe

In this case study when dealing with the consumers’ preference in the phone operating

system (OS) variation in this product would be greater in the white collared working

class than those who are in the blue collared working class. Thus it is statistically

more efficient to take a disproportionately smaller data from the white collared

workers rather than collecting data from both working classes.

2) Establishing the sampling frame

To establish the frame of which the data may be selected from a number of different

sources such as telephone directories, club membership list and company human

resource records.

3) Specifying Sampling method

Our group propose to use the proportionate stratified sampling method which is a part

of probability sampling as the number of sample elements to be selected from each

stratum is in direct proportion to the stratum size. This is because the study is to

determine blue collared workers attitude towards the phone operating system. The

characteristic used to stratify sample is “the type of operating system used”.

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4) Collection of data

For the collection data our group is proposing to do a quantitative research involving

the use of structured questions in which response options have been predetermine and

a large number of respondent involved.

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Research instrument

In order to find out how well Microsoft’s new phone OS has been received

by its customers; a few surveys and/or interviews methods can be used.

These methods include telephone interview, postal survey and personal

interviews. However, our research instruments of choice are personal

interview, survey questionnaires and telephone interviews. In the next few

paragraphs, I’ll explain the reason of our choice and the scale

measurements.

Personal Interviews: The interviewer can obtain much-needed information

through the use of personal interviews. This can be useful as the

information gathered is clear and easily understood. Examples of

questions that can be asked during this process are:

1) In your opinion, what are your 3 most and least favourite OS of

choice and why.

2) As of now, what are the difficulties you have encountered while

using the new Microsoft phone OS? On a scale of 1 to 10, how easy

is the OS to use?

3) How can Microsoft improve its OS to better suit your needs?

The scale measurements that can be used in this interview are interval

and ordinal. This is to expand the level of information gathered and the

interviewer will get an in-depth understanding of the user’s mind set.

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Survey questionnaires: Questionnaires are useful as most respondents

select the first answer that comes to mind. As a result, this can be a

gauge as to how well Microsoft’s new OS has fared with other OS.

Examples of questions that can be asked during this process are:

1) In the past 6 months, how many OS have you used?

2) On a scale of 1 to 10, how well has Microsoft OS fared with others.

3) Is Microsoft OS your first choice? Why?

The scale measurements that can be used in this interview are nominal

and interval. This is to quickly obtain essential information within minutes

so that the respondent will give accurate information without getting

restless.

Telephone interviews: Telephone interviews are as important as other

ways of interview as the interviewer will get wanted information while the

respondent can be assured of his anonymity. This win-win scenario

enables this method to be very useful. Examples of questions that can be

asked are:

1) What other OS do you use and what are their drawbacks?

2) Will you recommend Microsoft OS or other OS to your friends?

3) What is your backup OS of choice?

The scale measurements that can be used in this method are nominal,

interval and ordinal.

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Scales measurement: There are 4 levels of measurements. First is

nominal, then ordinal, followed by interval and lastly ratio.

Nominal: These replies are the shortest. It’s a yes/no question.

Ordinal: This is to identify the first 5 items that comes to mind.

Interval: Interval is a measurement on a scale of 1 to 10.

Ratio: Ratio is a comparison between 2 items with the formal being 1.

The purpose of this interview is to find out what factors attract customers

and the other products they use. This is the reason I’ve selected those

three methods of interview as I believe it can provide valuable

information. Personal Interviews are the best form of information

gathering as the respondent can speak out the answer instead of typing

the answer out. This enables quick results plus rapport building.

Important questions that have to be asked in order to obtain these

valuable information are “Why do you enjoy using other OS-es?”

“What do you want to see in your ideal OS?”

“Would you recommend our new OS to your friends? Why?”

“What attracts you while using the OS?”

“Is there any other things you look out for other than user interface?”

Compiling this information would give Microsoft a better picture of the

user’s mind set and what they look for in an OS.

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Reference

http://www.special-gifts.net/what-to-look-for-when-choosing-a-smart-phone.html

http://www.themobileindian.com/news/1041_Which-smartphone-operating-system-should-

you-choose

http://technotip.org/how-to-choose-your-phone%E2%80%99s-operating-system/

http://www.computerworld.com/s/article/9216428/

Microsoft_defers_to_outside_dev_for_stuck_Windows_Phone_fix?taxonomyId=125

http://www.pcmag.com/article2/0,2817,2370916,00.asp

http://en.wikipedia.org/wiki/Windows_Phone_7

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http://www.pcworld.com/article/208491/

mobile_os_smackdown_windows_phone_7_vs_ios_vs_android.html

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