Positioning Survey Essay

4406 words - 18 pages

Purpose of the survey
The purpose of this survey instrument is to determine consumer perceptions of cell phone providers. Ultimately, the data will be used to determine potential positioning strategies for companies.
Summary of Results
The pretest of the survey indicated the need for several changes. First, there were a few changes that needed to be made for the survey. First, the ten point-scale was simplified to three points. Minor typographical errors were corrected, and questions that appeared ambiguous were clarified –for example, when I entered the questions into Qualtrics, I forgot to include “please indicate” for text entry. It was also recommended that, in the ethnicity ...view middle of the document...

There was no way for him to uncheck this response and provide positioning input. This exercise enabled me to recognize the importance of pretesting a survey, so as to avoid such errors before mass distribution.
Socio-demographic Profile
Upon entering my results into SPSS five times in order to have sufficient data, the following description of my sample was developed.
Nominal variables - Nominal variables are used for qualitative classification—they are measure only in terms of whether individual items belong to particular categories (Unesco, n.d.). They have no order, and the assignment of numbers to category is arbitrary (Unesco, n.d.). In this study, the nominal variables are ownership of a cell phone, gender, and education level.
Every person who took the survey had a cell phone.
Table 1 - Descriptive Statistics |
| N | Minimum | Maximum | Mean | Std. Deviation |
Gender | 25 | 1 | 2 | 1.40 | .500 |
Ethnicity | 25 | 1 | 5 | 1.80 | 1.633 |
Education | 25 | 5 | 6 | 5.80 | .408 |
Own a Cell Phone | 25 | 1 | 1 | 1.00 | .000 |
Service Provider | 25 | 1 | 5 | 3.00 | 1.291 |
Valid N (listwise) | 25 | | | | |

Of the 25 entries, 60 percent of respondents were male, 40 percent were female.
Table 2 – Gender |
| Frequency | Percent | Valid Percent | Cumulative Percent |
Valid | male | 15 | 60.0 | 60.0 | 60.0 |
| female | 10 | 40.0 | 40.0 | 100.0 |
| Total | 25 | 100.0 | 100.0 | |

Figure 1- Gender of Respondents

The group was 80 percent Caucasian, with 20 percent indicating “Other” as an ethnicity. The selected sample also appears to be well educated. The range of 5-6 in the education category indicates that respondents either had a Bachelor’s Degree or a Master’s Degree.
Table 3 – Education Level |
| Frequency | Percent | Valid Percent | Cumulative Percent |
Valid | 4 year degree | 5 | 20.0 | 20.0 | 20.0 |
| Master's Degree | 20 | 80.0 | 80.0 | 100.0 |
| Total | 25 | 100.0 | 100.0 | |

Figure 2- Education Level- Bar Chart

Scale variables – Scale variables are measured on an interval or ratio scale, where the values of the data indicate the order of the values and distance between them (IBM, 2013). Scale variables in this study include age and income level. Frequency tables and histograms, as well as measures of central tendency and variability were conducted for these variables.
Mean, median, and mode are measures of central tendency. Measures of central tendency are used to describe the most typical response to a question; thus, the term central tendency is used to identify the most typical or frequent response (Burns & Bush, 2010).
The mean is the arithmetic average of the data—the mean is derived by adding all data points and dividing by n (AUO, n.d.). The median is the number that splits a database—when the data is arranged from least to most, half the data falls below this number and half the data falls above this number (AUO, n.d.). Mode is the category with the...

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