What is the research background of college students' mobile phone survey?

I. Research background

Jc, as a new mobile phone brand, is about to enter the market. In order to further explore the Jc mobile phone market in Baoding, Baoding Yixin Market Research Company was entrusted to investigate the mobile phone market in university campus. By studying the demand characteristics and development trend of the mobile phone market for college students, this paper analyzes the marketing characteristics of the existing main products in the market, especially the competitiveness of Jc company's mobile phone products, so as to formulate good product marketing strategies and promotion methods and improve the overall marketing effect and market competitiveness.

We should make a true, effective, objective and fair investigation on the current market situation. In order to better develop the mobile phone market of jc Group, establish the market position of this brand of mobile phone products in this city, expand the market development space of this brand of mobile phone, and better meet the needs of consumers, it is planned to conduct a systematic market survey on the mobile phone market of college students.

Second, the purpose of the investigation

In view of the current basic situation of Baoding mobile phone market, this market survey must be based on the principles of scientific rigor, truthfulness and reliability, and the combination of investigation and demonstration, and conduct in-depth research on this survey. The purposes of this market survey include:

1. Explain the brand awareness and competition in the mobile phone market;

2. Understand and analyze the consumption needs and behaviors of consumer groups at all levels;

3. Understand consumers' cognition and suggestions on mobile phones, and the advantages and disadvantages of existing mobile phones in consumers' eyes;

4. The ultimate goal:

(1) provides a real and effective basis for our company to explore the mobile phone market for college students.

(2) What kind of products should our company focus on?

Three. concrete objectives

1. To study the reaction of the mobile phone market in university campus to the major mobile phone brands in the existing market, and investigate the changing trend and market potential of consumers' recent consumption demand.

2. According to the survey results, evaluate the rationality of market positioning and marketing strategy of Jc products, and revise and formulate reasonable and effective marketing strategies.

Fourth, the research content

1. College students' recognition of mobile phone brands;

2. The frequency of college students' purchase of mobile phone brands;

3. Consumers' main choice of mobile phone consumption grade;

4. College students' requirements for the color, style and function of mobile phones;

5. The expected function of college students' consumers for future mobile phones.

6. Consumers' cognition and demand for the style of mobile phone products;

7. Consumers' acceptance of different levels of mobile phone product prices;

8. The main factors influencing consumers to buy mobile phone products;

9. College students' attitude towards new products;

10. What are the worrying factors that college students don't accept new products?

1 1. Ask college students to ask questions (quality, price, packaging, customer service, promotion) and suggestions about the mobile phone products they are using or have used;

Verb (abbreviation of verb) survey method

1. Telephone method: conduct telephone surveys on ordinary and different levels of consumers, and the interviewer will call the interviewee to explain the consumers, and then conduct one-on-one interviews. Each interviewer interviewed 54 college students.

Method of obtaining samples:

(1) In this group, classmate A got the alumni contact information that classmate A didn't know from classmate B's address book.

(2) Get the contact information of the campus agent unknown to the interviewer in the poster posting column on campus.

Sixth, choose the interviewee.

Students from Hebei Finance Institute

Requirements: The sample size is 90 people, including 60 girls and 30 boys. Among the girls, there are 20 freshmen, 20 sophomores and 20 juniors, including 5 undergraduates and 0/5 junior college students. Among boys, there are 10 students in three grades, and among these 10 students, there are 3 undergraduates and 7 junior college students.

Female 60: Freshman (5 undergraduates, 15 junior college students)

Sophomore (5 undergraduates, 15 junior college students)

Junior year (5 undergraduates 15 junior college students)

Male 30: Freshman (3 undergraduates and 7 junior college students)

Sophomore (3 undergraduates and 7 junior college students)

Junior year (3 undergraduates and 7 junior college students)

Seven, check the schedule

time

April 2 1 day to April 24

April 25 to April 27

April 28-April 29

May 1 day to May 6

content

Questionnaire design, sample selection and brand understanding (meeting discussion form)

Conduct personnel training

Modify the samples and questionnaires appropriately.

Survey implementation (telephone test)

time

May 7-May 12

From May 65438, 2003 to May 65438, 2008

May 18

From May 65438 to May 265438, 2009

content

Review and audit of documents

statistical analysis

Prepare investigation report

Print and submit survey report

Eight, access quality control

We implement strict all-round quality control for the whole visit process:

The group discussion is chaired by professionals.

The telephone interview was completed by the company's professional researchers.

Professionals with the direction of market research will be trained in questionnaire content, interview skills and interview etiquette.

Every interviewer will have a trial interview, and the official interview can only be conducted after the trial interview is qualified.

100% of the questionnaires require telephone numbers, and 30% of the questionnaires are randomly selected for telephone review.

Nine. Review questionnaire

Review: The review rate is 30%.

30% of the questionnaires completed by each interviewer are randomly selected for review (both telephone review and on-site review are acceptable).

If more than 30% of the surveyed questionnaires have serious problems, the interviewee's questionnaire review ratio should be expanded to 100% until there are no problems.

If individual questionnaires are found to have missed questions, wrong questions or irrelevant answers, the interviewer must be asked to ask supplementary questions; If the situation is serious, the questionnaire must be invalid.

If the interviewer is found to have serious cheating, all the questionnaires filled in by the interviewer are invalid.

X. Data processing and analysis

At this stage, the collected information will be statistically analyzed as a whole, and the operation steps are as follows:

First of all, the questionnaire is screened and processed, and a reasonable and effective questionnaire is selected.

Second, count the frequency of each answer in multiple-choice questions.

Third, data entry.

Third, data processing. The types of analysis used include:

Data description analysis describes the sample data matrix with indicators such as mean, mode, standard deviation or extremely poor, and depicts the general pattern of typical respondents and prompt answers.

Data reasoning analysis is to extend the results obtained from the sample to the target population represented by the sample, and draw conclusions about this population according to the information contained in the data matrix provided by the sample.

XI。 Tabulation and writing research reports

According to the above objective data analysis results, combined with relevant subjective analysis results, the final investigation report is issued.

1. Research results

According to the results of quantitative research, the research report will reflect the following aspects (this part can be adjusted appropriately according to the specific situation):

1. College students' recognition of mobile phone brands;

2. The frequency of college students' purchase of mobile phone brands;

3. Consumers' main choice of mobile phone consumption grade;

4. College students' requirements for the color, style and function of mobile phones;

5. The expected function of college students' consumers for future mobile phones.

6. Consumers' cognition and demand for the style of mobile phone products;

7. Consumers' acceptance of different levels of mobile phone product prices;

8. The main factors influencing consumers to buy mobile phone products;

9. College students' attitude towards new products;

10. What are the worrying factors that college students don't accept new products?

1 1. Problems (quality, price, packaging, customer service, promotion) and suggestions of mobile phone products in use or ever used;

According to the results of qualitative research, the research report will reflect the following aspects (this part can be adjusted appropriately according to the specific situation):

N market status: the market capacity, existing brands, brand awareness and reputation of college students' mobile phones;

The development trend of mobile phone market;

N competition: advantages and disadvantages of brand mobile phones first; Channels; Promotion mode.

2. Relevant suggestions

According to the above survey results, the following suggestions are put forward (this part can be adjusted appropriately according to the survey results): brand positioning, shape design, price, channel design, sales strategy, etc.

Twelve. cost budgeting

Research and design cost: 2000 yuan

Group discussion meeting fee: 2,400 yuan

These include:

Contact service fee 600

The participant's gift is 300 yuan.

Employee salary 300

Miscellaneous expenses (printing expenses, etc.). ) 200

Venue rent 600

Seminar food 400

Data processing fee: 1200 yuan.

These include: