Free Essay

What Drives Satisfaction in Cell Phones for Indian Professionals.

In: Business and Management

Submitted By ajayv
Words 2238
Pages 9
Step 1: Problem Definition: - What drives satisfaction in cell phones for Indian professionals.
Step2: Developing an approach to the problem – Exploratory research for identifying set of satisfaction drivers and conclusive research for identifying key satisfaction drivers.
Step3: Research design * Exploratory Research(To generate hypothesis) * Depth Interview- not required since it is not a personal product, no expert’s review also required for cell phones. * Laddering – We are not trained professionals, so we are avoiding laddering * Observation, Ethnographic, Net-no graphic - Time consuming * Focus Group – 2 Group’s of homogenous focus group discussion (working professionals less than 5 years, working professionals greater than 5 years)

* Conclusive Research * Probability sampling – not possible since no access to mobile user data base. * Non-Probability sampling – * Convenience – less quantitative tools only possible so this method is avoided * Judgmental – since everyone are mobile user no one can be given additional weight age. * Quota - it is logical as satisfaction differs as per user age group * Snowball – everyone uses mobile so snowball method not required.

* Sample size estimation – (150 samples) – suggested by Professor * Questionnaire Preparation * Like scale is planned to be used as it will be easy for working professionals to fill.

Step 4: Exploratory Research * Focus Group1 (7 young professionals , Time- 2hrs, moderator – AJAY (Mahindra) * Focus Group2 (5 experienced professionals , Time- 1 hrs, moderator –RAVI (TVS – LUCAS) * Summarizing * Young Professionals * Higher size RAM - Speedy Internet / play games * Network pickup * User interface - Easy Mail access / social media * Battery - Life / quick recharge / auto cut off after charge * Quality camera / front camera * Updates software / upgrade 3G to 4G * Storage - Video file / games / data files / Apps * Experienced Professionals * Network pickup * User interface - Easy Mail access / social media * Battery - Life / quick recharge / auto cut off after charge * Quality camera / front camera * Updates software / upgrade 3G to 4G * Storage - Video file / games / data files / Apps

* Identifying hypothesis.

* Higher size RAM - Speedy Internet / play games * Network pickup * User interface - Easy Mail access / social media * Battery - Life / quick recharge / auto cut off after charge * Quality camera / front camera * Updates software / upgrade 3G to 4G * Storage - Video file / games / data files / Apps

Step 5: Conclusive Research
Questionnaire preparation for identified hypothesis
Name:
AGE:
Current Mobile model:
Occupation:

1) Are you satisfied with your current mobile ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
1.1) My mobile internet speed is faster than other mobile ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
1.2) I play game in my mobile without hang up ? ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
1.3) I always use internet in PC/Laptop instead of mobile ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
2.1) My mobile battery charge hold for more than one day ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
2.2) Many time my mobile battery down at the end of the day ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
2.3) My mobile battery down rarely at the end of day ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
3.1) I always take selfie using my mobile ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
3.2) I use my mobile to record important video( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
3.3) I use friend’s/other’s mobile to record video. ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
4.1) My mobile software is latest. ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
4.2) My mobile OS is older.( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
4.3) My mobile software is upto date ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
5.1)Are you satisfied with the storage space of your mobile? ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
5.2) I never faced insufficient memory problem in my mobile ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
5.3) I used to delete some apps / games to install new apps / games ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
6.1) Does your mobile support easy access to social media? ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
6.2) Is your mobile gives easy accessing for mails? ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
6.3) Are you satisfied with your mobile for mails? ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
7.1) Is your mobile is easy for operating? ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
7.2) I satisfied my mobile network connectivity? ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
7.3) My mobile signal is good compared to others. ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
7.4) I always has problem in my mobile signal ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)

Questioner Used for Survey: With question rearranged. Name: AGE:Current Mobile model :Occupation: | 1 | Are you satisfied with your current mobile Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 2 | I always take selfie using my mobile Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 3 | I use my mobile to record important videoStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 4 | I am satisfied with my mobile network connectivityStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 5 | I use friend’s/other’s mobile to record videoStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 6 | Is your mobile is easy for operatingStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 7 | I always use internet in PC/Laptop instead of mobile Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 8 | My mobile signal is good compared to othersStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 9 | I would like to use my mobile to change TV channel / vary Fan speed Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 10 | My mobile battery charge hold for more than one dayStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 11 | Many time my mobile battery down at the end of the day Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 12 | My mobile internet speed is faster than other mobile Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 13 | I always has problem in my mobile Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 14 | I play game in my mobile without hang up ?Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 15 | Does your mobile support easy access to social mediaStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 16 | My mobile software is upto dateStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 17 | Is your mobile gives easy accessing for mailsStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 18 | Are you satisfied with your mobile for mailsStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 19 | Are you satisfied with the storage space of your mobileStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 20 | I never faced insufficient memory problem in my mobileStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 21 | My mobile battery down rarely at the end of day Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 22 | My mobile software is latest. Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 23 | My mobile OS is olderStrongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) | 24 | I used to delete some apps / games / files to install new apps / games Strongly Disagree(1) Disagree(2) Neither Agree/Disagree(3) Agree(4) Strongly Agree(5) |

Survey
Quota sampling was used, 75 questioners was planned for professionals having more than 5+ years experience and 75 for young professionals.
Analysis – using SPSS from collected data A) Demography analysis
Gender
Male: 116 (75%)
Female: 39 (25%)
Age
Below 25 : 25 (14%)
25-30: 68 (42%)
Above 30: 62(44%) Number of participants | % of participants | Model | 9 | 6% | Micromax | 20 | 13% | Motorola | 14 | 9% | Iphone | 43 | 28% | Samsung | 2 | 1% | Nexus | 1 | 1% | karbon | 2 | 1% | LG | 17 | 11% | Nokia | 9 | 6% | Lenovo | 10 | 6% | Sony | 4 | 3% | Microsoft | 3 | 2% | Nexus | 1 | 1% | Vertu | 7 | 5% | Xiaomi | 6 | 4% | Asus | 1 | 1% | Hauwai | 1 | 1% | BB-Z10 | 1 | 1% | Grand max | 2 | 1% | Lava | 2 | 1% | HTC |

B) Pre Processing,
The Reverse questions where corrected before running SPSS.
Reverse questions,
1.3) I always use internet in PC/Laptop instead of mobile ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
2.2) Many time my mobile battery down at the end of the day ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
3.3) I use friend’s/other’s mobile to record video. ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
4.2) My mobile OS is older.( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
5.3) I used to delete some apps / games to install new apps / games ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
7.4) I always has problem in my mobile signal ( )
Strongly Disagree (1) Disagree (2) Neither Agree/Disagree (3) Agree (4) Strongly Agree (5)
C) Cronbach Alpha for different construct Question no | Cronbach value | Action | Revised Cronbach value | | | 1.1 | 0.039 | Delete Q3 | 0.658 | | | 1.2 | | | | | | 1.3 | | | | | | 2.1 | 0.397 | Delete Q2 | 0.64 | | | 2.2 | | | | | | 2.3 | | | | | | 3.1 | -0.155 | Delete construct | | Deleting Q1 | 0.031 | 3.2 | | | | Deleting Q2 | -0.709 | 3.3 | | | | Deleting Q3 | 0.321 | 4.1 | 0.538 | Delete Q2 | 0.752 | | | 4.2 | | | | | | 4.3 | | | | | | 5.1 | 0.543 | Delete Q3 | 0.749 | | | 5.2 | | | | | | 5.3 | | | | | | 6.1 | 0.841 | | | | | 6.2 | | | | | | 6.3 | | | | | | 7.1 | 0.512 | Delete Q4 | 0.709 | | | 7.2 | | | | | | 7.3 | | | | | | 7.4 | | | | | |

From the above analysis,
The following constructs where taken forward (one construct (Camera) deleted), with average of the Items (not deleted questions) Sino | Constructs | 1 | Higher size RAM - Speedy Internet / play games | 2 | Battery - Life / quick recharge / auto cut off after charge | 4 | Updates software / upgrade 3G to 4G | 5 | Storage - Video file / games / data files / Apps | 6 | User interface - Easy Mail access / social media | 7 | Network pickup |

D) Correlation analysis

The constructs where having correlation to eliminate correlation factor analysis was selected as this construct has natural correlation.
E) Factor analysis

2 factors cover the maximum variance (66.032%)
Factor 1 & 2 has eignenvalues more than 1(explains more variance than any other individual construct)

Looking at Scree plot it is giving information that 2 factors cover the maximum variance

Looking at the above component matrix,
Factor 1 (User Interface)
Higher Ram
Software
Storage
Social media
Network
Factor 2 (Longevity)
Battery

F) Regression analysis
Regression was run for the above factors with DV (Are you satisfied with your current mobile)

Adjusted R-Square value is less – 0.316

From anova table is clear that regression is a significant. From the above table Factor 1 is significant i.e. User interface factor is significant Conclusion Exploratory research findings * Higher size RAM - Speedy Internet / play games * Network pickup * User interface - Easy Mail access / social media * Battery - Life / quick recharge / auto cut off after charge * Quality camera / front camera * Updates software / upgrade 3G to 4G * Storage - Video file / games / data files / Apps Conclusive research findings, Here the survey data has fair representation of both genders and has almost equal representation of young and experienced professionals, with this survey conclusive research we can conclude that User interface such has operating speed, network pickup, mail & social media access, user friendly software and sufficient storage, are the satisfaction drivers in mobile for the professional users in India.

Future Scope of Work This above conclusion cannot be taken strongly as R-square value is less, in order to have more confidence on conclusion need a high R-Square value this can be improved by having more focuse group discussion and adding more constructs and also increasing the sample size. .…...

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...Ariana Galindo Mrs. Sgarioto English 1100-400 9 December 2009 The Invisible Killer What if one were to tell you that your cell phone is slowly killing you every time you use it? Cell phones are a part of everyday life for many people across the world. To many their cell phone is considered the most important item they own. People use cell phones everyday for simple tasks. One example is going to the grocery store, when a person forgets what they were supposed to get for mom they simply call her and ask. Imagine thirty years ago? People could never do something like that. Society today relies a great deal on cell phones and their features, but do not realize the potential danger they are putting their health in. Many people around the world use cell phones every day but are unaware of the fatal outcomes linked to them. To understand how potentially harmful cell phones are society must consider the many people using them. There are three billion cell phone users worldwide and more than 260 million in the United States alone (Mead 422). It is shocking that so many people around the world and U.S are cell phone users and they all may not know how harmful cell phones can be. It is important to discover how this technology of cell phones was created and developed in order to look into how it is affecting humans. In 1974, in response to growing demand for a communication system that was more convenient than two- way radios, the Federal Communications Commission (FCC)......

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Are Cell Phone

...Are Cell Phones Dangerous? Reading For advanced learners Is talking on a cell phone hazardous to your health? It is difficult to know for sure. Some research suggests that heavy users of mobile phones are at a greater risk of developing brain tumours. However, many other studies suggest there are no links between cancer and cell phone use. The main problem with the current research is that mobile phones have only been popular since the 1990s. As a result, it is impossible to study the long term exposure of cell phone use. This concerns many health professionals who point out that many cancers take at least 10 years to develop. Another concern about these studies is that many have been funded by those who benefit financially from the cell phone industry. Many cancers take ten years to develop. Over three billion people use cell phones on a daily basis, and many talk for more than an hour a day. Cell phone antennas are similar to microwave ovens. While both rely on electromagnetic radiation, the radio waves in cell phones are lower in radio frequency (RF). Microwave ovens have enough RF to cook food and are therefore known to be dangerous to human tissues. However, the concern is that the lower frequency radio waves that cell phones rely on may also be dangerous. It seems logical that holding a heat source near your brain for a long period of time is a potential health hazard. Cell phones get hot when they are used for a long period of time. Some researchers believe...

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Are Cell Phones Dangerous

...too important to put their phones down and pay attention to what is going on around them while they are driving? Well many people are? There are already many distractions that a person has to avoid while driving, or even when they are walking down the street, let alone texting and cell phone use. Anything can happen at any given moment in this life. What would you do if it was you driving and you were the one who hit your family member of someone you knew? It would be very devasting and your life would go on even after the short period of grief, but you would have to live with that for the rest of your life. Once information is presented why cell phones are a big distraction, one should be convinced not to use their cell phone while driving and remember to “to drive now and talk later”. We all need to take a stand, because we risk not only our lives, but the lives of others. Could you imagine getting a phone call that one of your family members had been hit by a driver that was texting, or answering a phone call while they were trying to operate their vehicle? Most of us would probably say: “Oh that will or could never happen to me”, But, when it does it makes you sit back and start thinking about what you can do different in order to avoid any type of accidents. Phone technology has come a long way from when it was first invented back in the 1800’s. Technology has had a major impact on the way we all function in our personal and professional lives, such as......

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Cell Phones

...Today, cell phones have become a necessity rather than a luxury. The history of the cell phone can be traced back to the early ’40s. It was then that police, taxi cabs and other vehicle services began to use two way radios to communicate with one another or a central base. The first “mobile phone” was used by Swedish police in 1947. The technology was limited and drained the car battery after only 6 calls. The technology that we use today, that is towers that send signals in three directions instead of two like a bi-directional antennae, was developed in the 1960s; however, it took decades to mature into the system that we now know and use every day. AT&T petitioned the FCC for a license to use “Cellular Service,” but it was not until 10 years later in 1982 that the request was granted. The “First Generation” cell phones were bulky, weighed several pounds and had a short battery life. This meant they could only be used with any practicality in cars. The first true mobile cell phone was introduced by Motorola in 1983. Weighing in at only 28 ounces, it was light weight. The phone became known as “The Brick Phone” because of its square dimensions. Throughout the ’80s mobile phones grew in popularity, largely due to the fast improvements that were being invented which allowed the phones to become smaller and more powerful. Throughout the ’90s and into the new millennium, cell phones quickly became so common that now almost every adult and most teenagers have one. While......

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