student laptop research 1 a marketing research...

Student Laptop Research 1

A MARKETING RESEARCH STUDY TO DETERMINE THE MOST IMPORTANT

ATRIBUTES OF LAPTOPS TO FRANKLIN PIERCE UNIVERSITY STUDENTS

Prepared for:

Franklin Pierce Students

By:

Daniel Melville Kait Matula

Corey Pinney Mike Pelleteir

A course paper presented to Programs for Business Administration

In partial fulfillment of the requirements for the

Bachelor of Science Degree

Marketing Research Course Franklin Pierce University

October 2010 Table of Contents


Title Page.................................................................................................................................1 Table of Contents.....................................................................................................................2 Executive Summary.................................................................................................................4 Introduction..............................................................................................................................5

Background Information on the Organization under Study........................................5 Nature of the Problem.................................................................................................5 Purpose of the Project.................................................................................................6 Problem Statement......................................................................................................6 Research Objectives....................................................................................................6 Definition of Terms.....................................................................................................6

Literature Review ...................................................................................................................9 Background Information.............................................................................................9 Operation System and Software..................................................................................9 Internal Components..................................................................................................10 Wireless Capability....................................................................................................10 Usability of Hardware................................................................................................11 Physical Appearance..................................................................................................11 Size and Mobility.......................................................................................................11 Damage and Theft......................................................................................................12 Screen Size.................................................................................................................13 Battery Life................................................................................................................13 Media Capabilities.....................................................................................................14 Price...........................................................................................................................14 Methodology & Procedures.…..……….................................................................................16

Problem Identification...............................................................................................16 Development of Survey.............................................................................................16 Definition of Population............................................................................................16 Sample Size...............................................................................................................16 Data Collection Method............................................................................................17 Assumptions..............................................................................................................17 Limitations................................................................................................................18

Results...................................................................................................................................19 Question 1.................................................................................................................19 Question 2 ................................................................................................................19 Question 3.................................................................................................................19 Question 4.................................................................................................................19 Question 5.................................................................................................................20 Question 6.................................................................................................................20 Question 7.................................................................................................................21 Question 8.................................................................................................................21 Question 9.................................................................................................................21 Question 10...............................................................................................................21 Question 11...............................................................................................................22 Question 12...............................................................................................................22 Question 13...............................................................................................................22 Question 14...............................................................................................................22


Question 15...............................................................................................................22 Question 16...............................................................................................................23 Question 17...............................................................................................................23

Cross Tabulation 1.................................................................................................................23 Cross Tabulation 2.................................................................................................................24 Cross Tabulation 3.................................................................................................................24 Cross Tabulation 4.................................................................................................................24 Cross Tabulation 5……….....................................................................................................25 Cross Tabulation 6.................................................................................................................25 Cross Tabulation 7.................................................................................................................26 Cross Tabulation 8.................................................................................................................26 Cross Tabulation 9.................................................................................................................26 Discussion, Conclusions, and Recommendations...................................................................28

Discussion...................................................................................................................28 Conclusions.................................................................................................................30 Recommendations.......................................................................................................30

References................................................................................................................................33 Appendixes………..................................................................................................................34 Appendix A: Laptop Survey………........................................................................................24 Appendix B: Which brand of laptop do you own? (check only one)………………….….....37 Appendix C: How long have you had your laptop? (select nearest rounded number)............39 Appendix D: How often do you use your laptop outside of dorm? (Check only one)............40 Appendix E: How long does your battery last for?..................................................................41 Appendix F: How often does this limit your computer activities?..........................................43 Appendix G: Rate each one of the following hardware features on importance.....................44 Appendix H: What is your preferred screen size (select closest measurement)?....................50 Appendix I: Rate the statement on a scale of 1-10, WIFI capabilities are import to me…….51 Appendix J: How concerned are you with the warrantee that came with your laptop?...........52 Appendix K: How long is your warranty (select closest description)?....................................53 Appendix L: How many times per semester do you call tech support never? ........................54 Appendix M: How satisfied you are with how your problem was handled by tech support...55 Appendix N: Who paid for your laptop (check only one)?......................................................56 Appendix O: What was the budget for purchasing the laptop (check only one)?....................57 Appendix P: Please indicate your gender (choose M or F)?....................................................58 Appendix Q: What is your class standing?…………………………………………………..59 Appendix R: What is your major here at Pierce?.....................................................................60 Appendix S: Cross Tabulation 1..............................................................................................62 Appendix T: Cross Tabulation 2..............................................................................................64 Appendix U: Cross Tabulation 3..............................................................................................66 Appendix V: Cross Tabulation 4..............................................................................................67 Appendix W: Cross Tabulation 5.............................................................................................68 Appendix X: Cross Tabulation 6................................................................................................................69 Appendix Y: Cross Tabulation 7….…………………………………………………………………………….70 Appendix Z: Cross Tabulation 8……………………………………………………………………………......71 Appendix AA: Cross Tabulation 9……………………………………………………………………………..72


Executive Summary

Throughout the past couple of years more and more laptops have been produced with

even more options to choose from making it difficult for a student to simply just pick and

choose one. Laptops market consists of many different individuals, however students are

considered to be one of the majorities. Therefore, these companies will continue to

produce laptops in a consistent matter that is better in some way then the last one, as well

as to grow a competitive advantage. The issue is that many students do not take on as

much research as they should before purchasing a laptop. This further causes more issues

whether it is technological or just not the right fit for that specific individuals needs.

The market research team conducted a study for the students at Franklin Pierce

University. This study was to determine which laptops are suitable for different majors

as well as the current most popular brand laptops. The researchers created a survey that

would find out the type of laptop a student current has, the popularity of different

capabilities, pricing and so forth. The research demonstrated that the students on campus

could benefit from further advice about laptops. The research also demonstrated how

similar tastes are in reference to brands and abilities that a laptop offers throughout years.


Introduction

Background Information of the Organization under Study

Franklin Pierce University is a small, private regionally accredited university

grounded in the liberal arts, with a focus on personal attention and high-quality

instruction. The University consists of the College at Rindge and the College of

Graduate & Professional Studies. Degrees are offered through the doctoral level. The

institutional mission focuses on preparing citizens and leaders of conscience for a new

century that makes significant contributions to their professions and communities,

whether their aspirations are local or global. www.franklinpierce.edu

This college has 1,500 undergraduate students and 391 employees. The average

class size is 16 students with a student to staff ratio of 16:1. This school holds two 14

week semesters as well as two 4 week summer sessions. The yearly the tuition and fees

for 2010-2011 cost $39,400 and according to Hoover’s online database, this school has

an annual income of over $69 million. The best laptop is different for everybody. Some

people want a laptop that will just be used for the basics; others want a more

sophisticated laptop that features high definition graphics. There is a laptop that

ultimately fits your daily needs its just finding out those specific components you are

looking for, whether it is performance, price, etc.

Nature of the Problem

In response to the influx of computers in education, students must use proper

technologies to do well. The basis of modern technology starts with the students own

computer; yet not only must students have a computer; they must have the right


computer. There is a vast pool of components that go into computers, and if uneducated

in the matter one might not find the computer that suits their needs.

Purpose of the Project

Current and incoming students, as well as parents, looking for a new computer

will be able to use the information found while searching for a new computer. It would be

helpful for students to know, before making any purchases, the benefits of owning any

certain computer. With given information it can steer students into making the correct

choice before spending any money that will further be beneficial for their specific needs.

Problem Statement

Research is necessary to determine the most important aspects of a laptop

computer for a Franklin Pierce student.

Research Objectives

‐ Identify the most important features Franklin Pierce University students want in a

laptop computer.

‐ To determine what brands/models college students use and why.

‐ Identify the brand with the most effective and reliable customer service/tech

support.

‐ Identify features that laptops do not currently have that students want.

‐ Identify how much students are willing to spend on a laptop.

Definitions

Bandwidth: the capacity for data transfer of an electronic communications system

(www.merriam-webster.com/dictionary)


Broad Band: of, relating to, or being a high-speed communications network and

especially one in which a frequency range is divided into multiple independent

channels for simultaneous transmission of signals (www.merriam-

webster.com/dictionary)

Cache: a computer memory with very short access time used for storage of frequently or

recently used instructions or data (www.merriam-webster.com/dictionary)

Computer: a programmable usually electronic device that can store, retrieve, and process

data (www.merriam-webster.com/dictionary)

Ethernet: a computer network architecture consisting of various specified local-area

network protocols, devices, and connection methods (www.merriam-


Firewall: computer hardware or software that prevents unauthorized access to private

data (as on a company's local area network or intranet) by outside computer users

(as of the Internet) (www.merriam-webster.com/dictionary)

Full Duplex: a mode of communication especially with a computer in which information

can be sent in both directions at a time (100% bandwidth) (www.merriam-


Half duplex: a mode of communication especially with a computer in which information

can be sent in only one direction at a time (50% bandwidth) (www.merriam-


Operation system: software that controls the operation of a computer and directs the

processing of programs (as by assigning storage space in memory and controlling

input and output functions) (www.merriam-webster.com/dictionary)


Personal computer: a general-purpose computer equipped with a microprocessor and

designed to run especially commercial software (as a word processor or Internet

browser) for an individual user. (www.merriam-webster.com/dictionary)


Literature Review

Background Information

Every year college tuitions increase and students are spending more and more

money to attend these institutions of higher learning. In addition to the tuition, room and

board, books, lab fees and various other required expenses, laptops are quickly becoming

a mandatory piece of equipment for the college student. Students have been using

computers to complete assignments and perform research for a long time, and according

to the College Explorer study’s inception, the number of desktop computer owners has

yielded to the increase in laptop owners. As of 2009, 75% of students reported ownership

of a laptop computer (“Totally Wired Campus”, 2009.) On campus, students use their

laptops for things such as taking notes in class, working on assignments and course

material, communicating with professors and peers, find jobs and internships, take online

classes, reading the news, organize plans and finances, and multimedia (Chong Leng,

2005.) A student’s laptop plays a crucial role in their college experience, so it is

important for them to understand what aspects of these machines they need based on

what they will use them for. Theses aspects include the type of operating system and

software, the internal components, the usability of the hardware, wireless capabilities,

appearance, size and mobility, damage and theft concerns, the screen, battery life, media

capabilities, and finally price.

Operating system and Software

The two most popular brands of operating systems are Macintosh, which comes

with Apple computers, and Windows, which holds a larger market share and comes with

just about every other brand of computer. Now, Apple computers come with the same


Intel’s Core Dui chips that HP and Dell models come with, which enable them to run

Windows, so Apple has become more attractive to PC users (Park, 2006.) It is also

important to consider the software that comes with the machine. The iBook series by

Apple comes with software for managing and buying digital music, organizing and

sharing digital photos, making movies, and creating music (M. K. F., A, 2004.) Apple’s

GarageBand, which comes free on every new Mac, is a program for creating and

recording music using the laptop itself (Jefferson, 2010.)

Internal Components

For the average consumer, most of the technological computer terms that refer to

the internal components of the machines are very confusing, but it is still important to

know what you are paying for. According to an article published by U.S. News & World

report, for a high power laptop you need at least an Intel Pentium-Level or an Apple 4G

processor. The computer’s hard drive should not be less that 40 gigabytes and have at

least 512 MB of memory (M. K. F., A., 2004.) The Dell Latitude D520 laptop is packing

an Intel Core Duo processor, which provides the user with fast mobile performance.

Another aspect that contributes to mobile performance is wireless Internet connection.

Wireless Capability

Wireless connection, also know as Wi-Fi capability, is a very important and

handy component to have on a laptop if the user plans to bring the computer along to

class and other places. Students at the University of Colorado have experienced

frustration with the weak Wi-Fi capability of the laptops provided by the school library

(Feldmann, 2008.) Being able to connect to the Internet wirelessly has become a must in


laptops. The addition of Wi-Fi capability will cost more, but the mobility is worth the

extra money (M. K. F., A., 2004.

Usability of Hardware

After covering what is at work inside the computer, students need to look at how

things work on the surface. Some models’ stock hardware is more user-friendly than

others. For instance, the designers of HP’s Pavilion dv5000 model laptop kept in mind

the equipment that would be plugged into the computer, chargers, printers, USB drives,

etc., and created a smart layout of ports and inputs (Park, 2006.) Dell made the touch pad

on the Latitude D520 large and comfortable for the user to operate (“Top Ten Tech

Tools”, 2006.) The different models distinct hardware helps establish each laptops

appearance.

Physical Appearance

Each of the laptops’ appearance adds a certain amount of value to each owner.

According to an article published by Gallup, the fashion of a laptop is just as important as

function, as with many electronically devises, to the buyer (McEwen, 2005.) HP

capitalizes on this consumer behavior with its Pavilion dv5000 laptop which features

elegant silver and piano-black finish and a speaker set up which makes the whole

computer look more expensive (Park, 2006.) Apple computers take another approach and

attract students with a simpler minimalist design (Park, 2006.) The size of the unit also

changes its appearance, but it is a larger player in determining the mobility of the laptop.

Size and Mobility

The importance of mobility for students in college is that they have more

flexibility in choosing where to study (Read, 2006.) Students that work better in quieter


areas can take their more mobile laptops to secluded areas (Feldmann, 2008.) Students at

the Northern Virginia Community College have reported complaints about the lack of

mobility of their laptops. These students claim that their computers are too bulky and in

some cases too heavy to bring around campus without a hassle (Carlson, 2006.) This

issue has found its way back to the manufactures, who have been producing smaller and

smaller laptops. Dell’s Latitude D520 weighs 6.2 pounds and is easy to tote around (Top

Ten Tech Tools, 2006.) Apple comes out on top in this category selling a laptop with a

skinny 1-in. profile that weighs in at 5.2 pounds (Park, 2006.) Physically taking your

computer with you everywhere does have its drawbacks.

Damage and Theft

Since more and more computers are seeing their way past the safety of the dorm

room walls, damage and theft are becoming increasingly more important concerns.

Traveling with a laptop makes it susceptible to damage (Carlson, 2006.) This could be

due to someone knocking it off of a desk, dropping it while walking, or even something

falling or spilling onto it. Dell has released laptops with spill resistant keyboards to help

reduce the increase of punishment the unit can take (Top Ten Tech Tools, 2006.) There is

also a possibility for laptops to be stolen when they are out on campus (Carlson, 2006.) If

a laptop is stolen, the owner has about a two percent chance of recovering it. This is a

valid excuse for leaving the computer at home, but doesn’t do anything for the lose of

connivance. To improve these odds, GPS locating services have been developed and are

now offered to laptop owners for about $60 per year. This method of location includes an

app that hides in the computer’s BIOS and periodically connects to the Internet to report

the location. When a laptop is stolen, the owner contacts the company, which, bases in


the IP address, finds the location of the laptop with startling accuracy (Strohmeyer,

2010.)

Screen Size

Screen size is one important aspect of a laptop that cannot be ignored. Of course

the bigger the screen on your laptop the less stress is going to be on your eyes. For

example HP's Pavilion dv5000 has a 15.4 inch wide-screen display (Park, 2006.) This

will make it easier on the eyes when you’re up doing that last minute homework

assignment. Another good example of a big screen would be Toshiba's Satellite P25-

S670; this model has a 17 inch widescreen display (M. K. F., A., 2004.) On the other

hand, larger screens require more power to run, thus using up battery life faster.

Battery Life

More and mores students are bringing laptops to class for the purpose of taking

notes, and with two or three classes a day, that laptop is going to need a significant

amount of battery life. To make this possible for an on campus student, there should be at

least six to eight hours of battery life to the laptop you are lugging (M. K. F., A., 2004.)

Some manufacturers are starting to realize the need for more battery life, so they are

starting to take that into consideration when producing the next model of their laptop. A

good example of such is Dell; Dell recognized the need for longer battery life in their

laptops so the company produced the Dell latitude D520 laptop. Dell claims that this

model has significantly more battery life than previous models (Top Ten Tech Tools,

2006.) ��


Media Capabilities

Probably the most important aspect of a laptop for college students is the laptops

media capabilities. Everyone knows that students love their music, photos, and movies,

so naturally that is going to be something that is looked at first when selecting their first

or replacement laptop. Some laptops are better for different things in the area of media,

for instance the Apple MacBook Pro has serious gaming and multimedia capabilities

(Park, 2006.). The Apple iBook’s capabilities are more towards the area of downloading,

managing, and sharing music. The iBook is also a perfect laptop for creating music, and

comes complete with recording software which is ideal for aspiring musicians and music

students. The iBook can also double as a home entertainment system that comes complete

with DVD burning capabilities (M. K. F., A., 2004.)

There are little features that are looked for as well, such as the volume ranges of

the speakers. HP's Pavilion dv5000 comes complete with front-mounted speakers which

are perfect for music and movies (Park, 2006.) With all the new advances in the

television and film industry, it’s only right that laptops be equipped to produce the same

kind of visual quality. The SONY VGN-AR 570 comes with a high-def cable-TV tuner

and also sports a Blu-ray drive for playing or recording movies (AND TODAY'S MUST-

HAVE CAMPUS GEAR, 2007). There are plenty of media capabilities that are out there

to choose from. The market is advancing in every aspect of media so laptops are

equipped with exactly what the consumers are looking for.

Price

Now its no secret to anyone who is looking into buying a laptop that the more

programs, capabilities and hardware that a laptop comes with the more expensive the


laptop is going to be. Laptops in general are not cheap but the price can range a

significant amount. For instance the HP's Pavilion dv5000 start at $729 and can go

upwards of $1000 (Park, 2006.) Both Dell and Apple’s laptops are equally affordable

and start at around $669, however the newer the model and the more features the laptop

has the more expensive the laptop is going to be. Companies like IBM, have the more

expensive laptops starting at $1,349 (M. K. F., A., 2004.) Toshiba also has one of the

more expensive models on the market; their Satellite P25-S670 starts at an incredible

$2,699 (M. K. F., A., 2004.) Knowing the right combination of programs, features,

capabilities, and hardware for you will help you lower the price of your computer by

cutting out the extras you don’t need.


Methodology and Procedures

Problem Identification

The problem that the research group identified was the struggle for students to

find the right kind of laptop to suit their individual needs. Whether it be for their interests,

major, or just identify a brand and model that is within their price range. We have

identified our client as the student body, and incoming students, here or soon to come to

the Franklin Pierce University campus.

Development of Survey

The development of our survey started with our literature review. Through our

research we identified the important information concerning laptop features, hardware,

etc. It continued in class where we reviewed how to properly put together questions to a

survey and what the format should look like. We used the information from our literature

review to formulate the questions. Using media, hardware, battery life, screen size, and

other features as basis for those questions; the questions were formulated in a group

setting where all members could give maximum input.

Definition of Population

The student population of the Rindge campus is the Franklin Pierce students. On

the campus at Rindge, there are currently 1,391 students enrolled in the undergraduate

programs.

Sample Size

The specific chosen sample size for the laptop survey is the Franklin Pierce

University Rindge campus, within the campus, 40 students from each class were chosen,


20 in which were males, and 20 in which were females. This was determined to further

get a better idea to elaborate on laptops as well as represent an even mathematical setting.

Data Collection Method

The non-probability convenience sampling method specifically opens up time and

place to the convenience of each student within the Laptop survey to pick a specific place

and time that best fits their schedule and hand out surveys. The quota sampling method

is defined as the gathering of representative data from a specific subgroup

(www.BussinessDictionary.com). The subgroups chosen for all surveys in this Market

Research class was the identification of how many males and females will be selected

within each class to produce a total of 160 surveys. With this number a quota was further

identified to establish that 20 individuals were chosen on a gender level as well as 40

from each class. When handling the surveys each team member will be counting and

double checking to make sure the quota continues to be consistent throughout the

research.

Assumptions

The fundamental assumption that we made was that respondents answered the

questions honestly. For starters, we asked that only those students who owned their own

laptop take the survey. Only data collected from laptop owners would be useful to this

study. We also assumed that responds owned certain brands of computer, but we gave the

opportunity to indicate otherwise if need be. Finally, we made the assumption that

students were either working with Windows machines or Macintosh.


Limitations

The most difficult limitation of this research was the limited amount of time in

which we had to collect data and report our analysis. Due to the lack of time, we had to

settle for a nonrandom sample of the population. This research would be much more

accurate if the respondents were chosen randomly. We had to settle for an estimated

stratified sampling including 20 males and 20 females from each class standing on

campus. At the very lease this leaves us with a decent sample size in relation to the total

population.


Results

Question 1

Out of 160 respondents 58 reported that they own Apple computers, making up

36.2% of the sample. 35 reported that they own Dell computers, making to 21.9% of the

sample. There were 29 HP owners, representing 18.1% of the sample. The remaining

23.7% of students were owners of a computer made by Sony, Asus, Acer, Toshiba, or

selected other.

Question 2

Out of 160 respondents 45, or 28.1%, have had their laptop for less than one year.

40, or 25%, have had their laptop for 1 year. 37, or 23.1%, have had their laptop for 2

years. 28, or 17.5%, have had their laptop for 3 years. Finally, only 2 students, making up

1.2% have had their laptop for 5 or more years.

Question 3

Out of 160 respondents 60, or 37.5%, use their laptops outside of their dorms

room almost every day. 41, or 25.6%, use their laptops outside of their dorm rooms one

or two times per week. 30, or 18.8%, use their laptops outside of their dorm rooms three

to four times per week. Finally, 29, or 18.1% reported that they never use their laptops

outside of their dorm rooms.

Question 4

Out of 151 respondents 33, or 20.6%, have a battery life of 2 hours. 26, or 16.2%,

have a battery life of 3 hours. 23, or 14.4%, have a battery life of 4 hours. 19, or 11.9%,

have a battery life of 1 hour. 11 or 6.9%, have a battery life of 8 hours. 7, 4.4%, have a

battery life of less that 1 hour. 4, or 2.5%, have a battery life of 7 hours.


Question 5

Out of 159 respondents 74, or 46.2% reported that their battery life never limits

their computer actives. 67, or 41.9%, reported that their battery life sometimes limits their

computer actives. 18, or 11.2%, reported that their battery life always limits their

computer actives.

Question 6

Out of 157 respondents 61, or 38.1%, chose 3 on a scale of 1 – 5 (1 being least

important and 5 being most important) for screen size of their laptop. 50, or 31.2%, chose

4. 19 or 11.9% chose 2. 18, or 11.2, chose 5. 9 or 5.6% chose 1.


important and 5 being most important) for battery life of their laptop. 61, or 38.1%, chose

4. 21, or 13.1%, chose 3. 6, or 3.8%, chose 2, and no students chose 1.


important and 5 being most important) for media capabilities of their laptop. 48, or 30%,

chose 5. 40, or 25%, chose 3. 17, or 10.6%, chose 2, and only 2, or 1.2%, chose 1.


important and 5 being most important) for portability of their laptop. 53, or 33.1%, chose

5. 31, or 19.4%, chose 3. 11, or 6.9%, chose 2, and only 1 student, making up .6% or the

sample chose 1.


important and 5 being most important) for WiFi capabilities of their laptop. 37, or 23.1%,

chose 4. 10, or 6.2%, chose 3. 5, or 3.1%, chose 2. 6, or 3.7%, chose 2, and 0 responds

chose 1.



important and 5 being most important) for having a full keyboard. 45, or 28.1%, chose 4.

17, or 10.6% chose 3. 9, or 5.6%, chose 2. Finally, 3, or 1.9%, chose 1.

Question 7

Out of 160 respondents 81, or 50.6%, prefer a 15 in screen. 30, or 18.8%, prefer a

17 in screen. 25, or 15.6%, prefer a 13 in screen. 18, or 11.2%, prefer a 14 in screen. 3, or

1.9%, prefer a 10 in screen, and 3, or 1.9%, prefer a screen larger than 17 in.

Question 8

Out of 159 respondents 71, or 44.4%, selected 10 on a 1 – 10 scale (1 being

strongly disagree and 10 being strongly agree) indicating that Wi-Fi capability is very

important to them. 33, or 20.6%, chose 9. 23, or 14.4%, chose 8. 19, or 11.9%, chose 7. 6,

or 3.8%, chose 6. 3, or 1.9%, chose 5. 2, or 1.2%, chose 4. 2, or 1.2%, chose 3, and no

students chose 1 or 2.

Question 9

Out of 159 respondents 74, or 46.2%, stated that the warrantee was a secondary

concern when buying their laptop. 46, or 28.8%, stated that the warrantee was a primary

concern. Finally, 39, or 24.4%, stated that the warrantee was an after thought.

Question 10

Out of 148 respondents 68, or 42.5%, have a 2-year warrantee on their laptops.

48, or 30%, have a 1-year warrantee on their laptops. 13, or 8.1, have a 3-year warrantee

on their laptops. 12, or 7.5%, have a 4-year warrantee on their laptops. Only 7, or 4.4%,

have a warrantee of 5 or more years.


Question 11

Out of 154 respondents 98, or 61.2%, reported that they have never called tech

support. 38, or 23.8%, have called tech support once. 13, or 8.1%, have called three

twice. 5, or 3.1%, have called tech support three times.

Question 12

Out of 109 respondents 37, or 23.1%, reported having neutral feelings about the

way their problem was handled by tech support. 28, or 17.5%, were satisfied. 17, or

10.6%, were very satisfied. 15, or 9.4%, were dissatisfied. Finally, 12, or 7.5%, were very

dissatisfied with the support they received.

Question 13

Out of 158 respondents 94, or 58.8%, reported that their parents paid for their

laptops. 52, or 32.5% reported that they paid for their laptops themselves. 12, or 7.5%,

reported that their laptops were paid for by someone else.

Question 14

Out of 157 respondents 54, or 33.8%, reported a budget of between $900 and

$1200. 33, or 20.6%, reported a budge between $600 and $900. 27, or 16.9%, reported a

budge between $300 and $600. 23, or 14.4%, reported a budge between $1200 and

$1500. 16, or 10%, reported a budge of over $1500. Lastly, 4, or 2.5%, reported a budge

of under $300.

Question 15

Out of 160 respondents 80, or 50%, are male and 80, or 50%, are female.


Question 16

Out of 160 respondents 40, or 25%, were freshmen. 40, or 25%, were

sophomores. 40, or 25%, were juniors. 40, or 25%, were seniors.

Question 17

Out of 160 respondents 43, or 26.9%, were Business majors. 17, or 10.6%, were

Science majors. 8, or 5%, were English majors. 16, or 10%, were Education majors. 7, or

4.4%, were Art majors. 1, or .6%, was a Music majors. 26, or 16.2%, were Criminal

Justice majors. 18, or 11.2%, were Mass Communication majors. 6, or 3.8%, were

Psychology majors. 3, or 1.9%, were Theater majors. 6, or 2.8%, were History majors,

and 9, or 5.6%, did not indicate a major.

Cross tabulation 1

Cross tabulation 1 shows 12 Business, 2 Science, 2 English, 2 Education, 1 Art, 7

Criminal Justice, 3 Mass Communication, 2 Psychology, 1 Theatre, 1 History, and 2

Undecided students use Dell laptops. 7 Business, 5 Science, 1 English, 4 Education, 1

Art, 3 Criminal Justice, 4 Mass Communication, 2 History, and 2 Undecided students

uses HP laptops. 12 Business, 7 Science, 3 English, 8 Education, 3 Art, 1 Music, 8

Criminal Justice, 8 Mass Communication, 3 Psychology, 1 Theatre, 2 History, and 2

Undecided students uses Apple laptops. 2 Business, 1 Science, 3 Criminal Justice, 1 Mass

Communication, and 1 Theatre student use Sony laptops. 1 Business, 1 Psychology

student uses Asus laptops. 1 Business, 2 English, 1 Education, 2 Art, 2 Criminal Justice,

and 2 Undecided students use Acer laptops. On the other hand, 7 Business, 2 Science, 1


Education, 2 Criminal Justice, 2 Mass Communication, and 1 Undecided student use

Toshiba laptops (Appendix Q).

Cross tabulation 2

Cross tabulation 2 shows 2 HP, 1 Apple, and 1 user of another laptop chose

“Under $300” for a budget. 7 Dell, 6 HP, 1 Apple, 3 Sony, 5 Acer, 4 Toshiba, and 1 user

of another laptop chose “$300-$600” for a budget. 12 Dell, 6 HP, 4 Apple, 2 Sony, 3

Acer, and 6 Toshiba users chose “$600-900” for a budget. 9 Dell, 10 HP, 25 Apple, 2

Sony, 2 Asus, 2 Acer, 3 Toshiba, and 1 user of another laptop chose “$900-$1,200” for a

budget. 3 Dell, 3 HP, 16 Apple, and 1 Sony user chose “$1,200-$1,500” for a budget.

Also, 3 Dell, 2 HP, 9 Apple, and 2 Toshiba users chose “Over $1,500” for a budget

(Appendix R).

Cross tabulation 3

Cross tabulation 3 shows in reference to screen size importance 2 Dell, 2 HP, 4

Apple, and 1 Acer user chose “Least Important”. In reference to screen size importance 1

Dell, 7 HP, 8 Apple, 2 Sony, 1 Acer user chose “Less Important”. In reference to screen

size importance 9 Dell, 13 HP, 23 Apple, 2 Sony, 1 Asus, 2 Acer, and 9 Toshiba users

chose “Neutral”. In reference to screen size importance 18 Dell, 5 HP, 15 Apple, 3 Sony,

1 Asus, 3 Acer, 4 Toshiba users chose “More Important”. Furthermore, In reference to

screen size importance 4 Dell, 2 HP, 7 Apple, 1 Sony, 2 Acer, and 2 Toshiba users chose

“Very Important” (Appendix S).

Cross tabulation 4

Cross tabulation 4 shows no student chose “Least Important” in relation to battery

life importance. 3 HP, 2 Apple, and 1 Acer user chose “Less Important” in relation to


battery life importance. 4 Dell, 9 Apple, 2 Asus, 2 Acer, and 3 Toshiba users chose

“Neutral” in relation to battery life importance. 15 Dell, 11 HP, 22 Apple, 5 Sony, 2

Acer, and 6 Toshiba users chose “More Important” in relation to battery life. On the other

hand, 15 Dell, 15 HP, 24 Apple, 3 Sony, 5 Acer, and 6 Toshiba users chose “Most

Important” in relation to battery life (Appendix T).

Cross tabulation 5

Cross tabulation 5 shows when asked about media capabilities importance 1 Dell

and 1 Acer user chose “Least Important”. When asked about media capabilities

importance 5 Dell, 3 HP, 6 Apple, 1 Sony, and 1 Acer user chose “Less Important”.

When asked about media capabilities importance 9 Dell, 8 HP, 15 Apple, 3 Acer, and 3

Toshiba users chose “Neutral”. When asked about media capabilities importance 8 Dell,

10 HP, 20 Apple, 6 Sony, and 5 Toshiba users chose “More Important”. Additionally, 11

Dell, 8 HP, 16 Apple, 1 Sony, 2 Asus, 3 Acer, 7 Toshiba users chose “Most Important”

when asked about media capabilities importance (Appendix U).

Cross tabulation 6

Cross tabulation 6 shows 1 apple user considered portability “Least Important”. 5

Dell, 2 HP, 2 Apple, 1 Acer, and 1 Toshiba user considered portability “Less Important”.

6 Dell, 6 HP, 11 Apple, 1 Sony, 2 Asus, 3 Acer, and 2 Toshiba users considered

portability of “Neutral” importance. 11 Dell, 12 HP, 20 Apple, 3 Sony, 4 Acer, and 9

Toshiba users considered portability “More Important”. While 11 Dell, 9 HP, 23 Apple, 4

Sony, 2 Acer, and 3 Toshiba users considered portability “Most Important” (Appendix

V).


Cross tabulation 7

Cross tabulation 7 shows in reference to WiFi importance, 3 HP, 1 Apple, 1 Sony

and 1 Acer user chose “Less Important”. In reference to WiFi importance, 3 Dell, 1 HP, 4

Apple, and 2 Toshiba users chose “Neutral”. In reference to WiFi importance, 9 Dell, 8

HP, 12 Apple, 3 Sony, 3 Acer, and 2 Toshiba users chose “More Important”. 22 Dell, 15

HP, 40 Apple, 4 Sony, 1 Asus, 6 Acer, and 11 Toshiba users chose “Most Important” in

reference to Wifi importance (Appendix W).

Cross tabulation 8

Cross tabulation 8 shows 2 Apple and 1 Toshiba user chose “Least Important” in

relation to full keyboard importance. 2 Dell, 1 HP, 4 Apple, 1 Sony, and 1 Acer user

chose “Less Important” in relation to full keyboard importance. 2 Dell, 2 HP, 8 Apple, 2

Sony, 2 Acer, and 1 Toshiba user chose “Neutral” in relation to full keyboard importance.

8 Dell, 10 HP, 13 Apple, 4 Sony, 3 Acer, and 5 Toshiba users chose “More Important” in

relation to full keyboard importance. Furthermore, the choice “Most important” was

selected by, 22 Dell, 16 HP, 30 Apple, 1 Sony, 2 Asus, 4 Acer, and 8 Toshiba users.

Cross tabulation 9

Cross tabulation 9 shows when asked about tech support 1 Dell, 4 HP, 5 Apple,

and 1 Toshiba user were “Very dissatisfied”. When asked about tech support 1 Dell, 5

HP, 5 Apple, 1 Sony, 1 Acer, and 2 Toshiba users were “Dissatisfied”. When asked about

tech support 11 Dell, 5 HP, 10 Apple, 2 Sony, 1 Asus, 4 Acer, and 4 Toshiba users were

“Neutral”. When asked about tech support 10 Dell, 3 HP, 12 Apple, 1 Acer, and 2


Toshiba users were “Satisfied”. On the other hand, 2 Dell, 2 HP, 7 Apple, 1 Sony, and 3

Toshiba users were “Very satisfied” when asked about tech support.


Discussion, Conclusion, Recommendation

Discussion

For many students on college campuses laptops are too bulky and heavy to

transport conveniently. This has resulted in consumer demand for smaller, lighter, and

more portable models. Apple has the thinnest and lightest laptops, carrying models as

slim as 1 inch and as lightweight as 5.2 pounds. Dell is second in this category with units

coming in at 6.2 pounds. Apple is the most popular laptop manufacture among students at

Franklin Pierce University’s Rindge campus; owned by 36.2% of respondents to our

survey. 21.9% of students who participated in our study report owned laptops made by

Dell. Apple and Dell laptops dominating the market among these students reflects our

findings that 37.5% who responded bring their computers out of the dorm room almost

everyday. Just over a quarter of the participants transport their laptop around campus at

least once a week. Only 20% of survey takers reported that they never take their laptops

out of the dorm room.

Researchers have documented suggestions not to settle for a battery lasting less

than 6-8 hours. The majority of participants of our research have deviated from batteries

lasting this long. The most common amount time a battery was reported to last is 2 hours,

claimed by 20.6% of survey takers. 16.2% of surveys takers claimed that their batteries

last 3 hours. Followed by 14.4% with a battery life of 4 hour. Only 4.4% of participants

have indicated a battery life of less than hour, and only 17.5% of the respondents reported

having a significant battery life of 6 or more hours.

46. 2% of students who participated in this research reported to never be

interrupted by lack of battery life. 41. 9% said that they sometimes find themselves being


restricted, and 11.2% claim to always be restricted. There results are not a perfect match

to the leading battery life of 2 hours, but with 13.1% of respondents having 4 hours of

battery life, there is some correlation.

The average screen size for laptops being sold today is between 15 and 17 inches.

The primary research has reported that 50% of Franklin Pierce University students who

took our survey own a laptop with a 15-inch screen. The second most common screen

size is 17 inches, which was reported by 18.8% or participants. 15.6% of participants

declared having 13-inch screens, followed by 11.2% with 14-inch screens, and finally

1.9% of survey takers with a 10-inch screen. The data collected from this question

directly reflects the information found in secondary sources.

Wireless capability has been accepted by researchers as a requirement for new

laptop models. It is clear that the majority of responds to our survey agree with this

standard. On scale 1 - 10, 10 reprinting “strongly agree,” 44.4% of participants chose 10

for the statement “Wifi capabilities are important to me.” 20.9% chose 9, and the slope

continued downward with 14.4% choosing 8, 11.9% with 7, 2.8% with 6, 1.9% with 5,

1.2% with both 3 and 4, and 0% choosing 1 or 2.

Comprising all secondary sources that were consulted, the average price for a

laptop retailed between $700 and $1,300. This was the exact price range that the majority

of participants selected as their budgets for buying their computers. 33.1% selected $900

- $1200, and 20.6% selected $600 - $900 as their Budget. The $300 - $600 range was

next with 16.9%, followed by the $1200 - $1500 range with 14.4%. 10% of participant

stated that they were willing to spend more than $1500, and only 2.5% of respondents

had a budget of under $300.


Conclusion

The results showed that students at Franklin Pierce University found WIFI to be

the most important hardware feature on a laptop, as well as the laptop having a full

keyboard and long battery life. Surprisingly enough, it was found that screen size was the

least important feature to these students. Though of all these features, in addition to

media capabilities and portability, students are concerned about every one of these in

there laptops.

The most prominent brand on campus is Apple, followed by Dell and HP. There

is a small group of Toshiba and Acer users, however, three quarters of Franklin Pierce

students use Apple, Dell, or HP laptops.

Both Apple and Dell users were satisfied with the tech support found here at

Franklin Pierce. Though there is a small group of Toshiba users, the majority of them

were very satisfied with the tech support. Acer, Asus, and Sony users all were neutral in

terms of the tech support. HP, however, were the least satisfied users here at Franklin

Pierce.

Over 95% of the students at Franklin Pierce would agree WIFI to be an important

feature with a laptop. As this campus is gaining more WIFI hotspots, it will become more

convenient for students to have WIFI capabilities; it could be expected for students to

have WIFI in the future.

Recommendations The marketing research team completed this market research survey with better

knowledge of the specifications in which Franklin Pierce students on the Rindge campus

look for before purchasing a laptop as well as which laptop best overall serves different


students in different majors. The market research team aimed to further educate people

about computer technology and help guide current students as well as incoming students

to purchase the laptop that is suitable to them.

This market research team did not have a client in which we worked with to better

them overall but to further provide information to various people who may be unaware.

One recommendation could be to set aside not only a time slot during freshmen

orientation to understand how the service works on the Rindge campus but to additionally

provide information on various laptops used on campus and the variety of specifications.

A second suggestion would be to have the IT department on campus follow through with

even more knowledge on the variety of laptops used and the specifications. Another

recommendation could also be sending out packets to potential Franklin Pierce students

in regards to being aware of information such as processors, hard drive, screen size,

pricing, warranty, wireless etc as well as other information in purchasing a laptop that

could potentially better the student.

According to the teams research it was determined that a significant amount of

students purchased a laptop between the prices of $300-$1500. Although this is a very

broad range it is dependent upon the brand and the specifications that come with it. The

survey showed that 52 of the students themselves purchased the laptop and 92 of the

students parents purchased it for them. The majority of students who took the survey had

between either a 1-2 year warranty, which the researches recommend at least looking into

one year. The average size for a laptop is 15” and according to the research provided

50% having one currently. The other 50% of students was scattered between having a

13” and 17”. The importance of hardware features given in accordance to the market


research group showed that the top rated features suggest batter life, media capabilities,

portability, wifi and a full keyboard were the most significant. According to Franklin

Pierce students who took the survey the majority of students had either a Mac book, Dell,

or HP.


References

AND TODAY'S MUST-HAVE CAMPUS GEAR. (2007). Popular Science, 271(3), 54. Retrieved from Academic Search Premier database. Carlson, S. (2006). For Commuting Students, Laptops Are Too Bulky. Chronicle of Higher Education, 53(5), A32. Retrieved from Academic Search Premier database. CBS Interactive Inc. (2010). Consumer Reports “Getting Started”

<http://www.mysimon.com/consumer-reports/computers-buying-tips> Chong Leng, T., & Morris, J. (2005). UNDERGRADUATE COLLEGE STUDENTS, LAPTOP COMPUTERS, AND LIFELONG LEARNING. JGE: The Journal of General Education, 54(4), 316-338. Retrieved from Academic Search Premier database. Feldmann, L., Wess, L., & Moothart, T. (2008). An Assessment of Student Satisfaction with a Circulating Laptop Service. Information Technology & Libraries, 27(2), 20-25. Retrieved from Academic Search Premier database. Jefferson, G. (n.d). (2010) Musicians ditch studios for computers. USA Today, Retrieved from Academic Search Premier database. M. K. F., A. (2004). Learning to lug the right laptop. U.S. News & World Report, 136(13), 65. Retrieved from Academic Search Premier database. McEwen, William J. PhD. “High-Tech Products: The New Necessities.” Gallup. (2005) <http://www.gallup.com/poll/20530/HighTech-Products-New-Necessities.aspx> Park, A. (2006). Big Laptops On Campus. BusinessWeek, (3997), 68-69. Retrieved from Academic Search Premier database.

Read, B. (2006). ONLINE. Chronicle of Higher Education, 53(16), A28. Retrieved from Academic Search Premier database. Strohmeyer, R. (2010). Lost!. PC World, 28(5), 85-91. Retrieved from Academic Search Premier database. Top Ten Tech Tools. (2006). Careers & Colleges, 27(1), 18-20. Retrieved from Academic Search Premier database. “Totally Wired Campus – The Class of 2013 Gets High “Tech” Grades.” Harris Interactive. (2009).<http://www.harrisinteractive.com/vault/Client_News_Alloy_Media_Marketi ng_2009_11.pdf>


Appendix A

Laptop Survey We are a team of marketing research students at Franklin Pierce University investigating the type of laptops that best serves community members. Our aim is to educate people about computer technology and help guide them to the correct laptop purchase. Your responses will be kept confidential and will be reported as aggregate data only. Thank you in advance for your help and time. 1. Which brand of laptop do you own? (Please check one.) Dell ______(1) HP ______(2) MSI ______(3) Apple ______(4) Sony ______(5) Asus ______(6) Acer ______(7) Toshiba ______(8) Other (please indicate) __________________________________ 2. How long have you had your laptop? (Selected to nearest rounded number) ______Less than 1 year (1) ______1 year (2) ______2 years (3) ______3 years (4) ______4 years (5) ______5 (+) years (6) 3. How often do you use your laptop outside of your dorm room? (Please choose one) ______Never (1) ______1 – 2 times per week (2) ______3 – 4 times per week (3) ______Almost everyday (4) 4. How long does your battery last for? ______________hrs. (Please indicate the number of hours) 5. How often does this limit your computer activities? ______Never (1) ______Sometimes (2) ______Always (3) 6. Rate each of the following hardware features of a laptop on their importance. (1 being least important and 5 being most important) Screen size -- Least Important 1 2 3 4 5 Most important Battery life -- Least Important 1 2 3 4 5 Most important Media capabilities -- Least Important 1 2 3 4 5 Most important Portability -- Least Important 1 2 3 4 5 Most important WiFi -- Least Important 1 2 3 4 5 Most important Full keyboard -- Least Important 1 2 3 4 5 Most important


7. What is your preferred screen size? (Please select the closest measurement.) ______10 in. (1) ______13 in. (2) ______14 in. (3) ______15 in. *Standard size for windows machines (4) ______17 in. (5) ______over 17 in (6) Rate the following statement on a scale of 1 – 10, 1 being strongly disagree and 10 being strongly agree. 8. Wifi capabilities are important to me. Strongly Disagree 1 2 3 4 5 6 7 8 9 10 Strongly Agree 9. How concerned were you with the warrantee that came with your laptop? (Please select the closes description) ______It was a primary concern. (1) ______It was a secondary concern. (2) ______It was an after thought. (3) 10. How long is the warranty on your laptop for? ______1 year (1) ______2 years (2) ______3 years (3) ______4 years (4) ______5 (+) years (5) 11. How many times per semester do you call tech support? (If never, skip number 12) ______Never (1) ______Once (2) ______Twice (3) ______Three times (4) ______Four times (5) ______Five or more times (6) 12. On a scale of 1 – 5 indicated how satisfied you are with the way your problem was handled by tech support. ______very dissatisfied (1) ______dissatisfied (2) ______neutral (3) ______satisfied (4) ______very satisfied (5) 13. Who paid for your laptop? ______You (1) ______Your parents (2) ______Other (3) 14. What was the budget for purchasing the laptop? ______Under $300 (1) ______$300 - $600 (2) ______$600 - $900 (3) ______$900 - $1,200 (4) ______$1200 - $1,500 (5) ______Over $1,500(6)


Appendix A 15. Please indicate your gender. ___ Male (1) ___ Female (2) 16. What is your class standing? Freshman___(1) Sophomore___(2) Junior___(3) Senior___(4) Post graduate___(5) 17. What is your major here at Pierce? ____________


Appendix B

Which brand of laptop do you own?

Frequency Percent Valid Percent Cumulative Percent

Dell 35 21.9 21.9 21.9

HP 29 18.1 18.1 40.0

Apple 58 36.2 36.2 76.2

Sony 8 5.0 5.0 81.2

Asus 2 1.2 1.2 82.5

Acer 10 6.2 6.2 88.8

Toshiba 15 9.4 9.4 98.1

Other 3 1.9 1.9 100.0

Valid

Total 160 100.0 100.0


Appendix B


22%

18%

37%

5%1%6%9%

2%

Dell

HP

Apple

Sony

Asus

Acer

Toshiba

Other


Appendix C

How long have you had your laptop

45

40

37

28

8

2

0

5

10

15

20

25

30

35

40

45

50

Less than 1 year 1 year 2 years 3 years 4 years 5 or more years

Count

How long have you had your laptop?

Frequency Percent Valid Percent

Cumulative

Percent

Less than 1 year 45 28.1 28.1 28.1

1 year 40 25.0 25.0 53.1

2 years 37 23.1 23.1 76.2

3 years 28 17.5 17.5 93.8

4 years 8 5.0 5.0 98.8

5 (+) years 2 1.2 1.2 100.0

Valid

Total 160 100.0 100.0


Appendix D

How often do you use your laptop outside of your dorm?


Cumulative

Percent

Never 29 18.1 18.1 18.1

1 - 2 times per week 41 25.6 25.6 43.8

3 - 4 times per week 30 18.8 18.8 62.5

Almost everyday 60 37.5 37.5 100.0

Valid

Total 160 100.0 100.0

How often do you use your laptop outside of your dorm room?

29

41

30

60

0

10

20

30

40

50

60

70

Never 1-2 times per week 3-4 times per week Almost everyday

Count


Appendix E

How long does your battery last for?

7

19

33

26

23

15

13

4

11

0

5

10

15

20

25

30

35

Less than 1hour

1 hour 2 hours 3 hours 4 hours 5 hours 6 hours 7 hours 8 or morehours

Count


Appendix E

How long does your Battery last for?


Cumulative

Percent

Less than 1 hour 7 4.4 4.6 4.6

1 hour 19 11.9 12.6 17.2

2 hours 33 20.6 21.9 39.1

3 hours 26 16.2 17.2 56.3

4 hours 23 14.4 15.2 71.5

5 hours 15 9.4 9.9 81.5

6 hours 13 8.1 8.6 90.1

7 hours 4 2.5 2.6 92.7

8 or more hours 11 6.9 7.3 100.0

Valid

Total 151 94.4 100.0

Missing System 9 5.6

Total 160 100.0


Appendix F

How often does this limit your computer activities?


Cumulative

Percent

Never 74 46.2 46.5 46.5

Sometimes 67 41.9 42.1 88.7

Always 18 11.2 11.3 100.0

Valid

Total 159 99.4 100.0

Missing System 1 .6

Total 160 100.0

How often does this limit your computer activities?

74

67

18

0

10

20

30

40

50

60

70

80

Never Sometimes Always

Count


Appendix G

Rate each of the following hardware features of a laptop on there importance (1 being least important and 5 being most important)

3.31

4.23

3.8

3.98

4.52

4.25

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Screen Size Battery Life Media Capabilities Portability Wifi Full keyboard

Avera

ge C

ount


Appendix G

Rate screen size on its importance.


Cumulative

Percent

Least Important 9 5.6 5.7 5.7

2 19 11.9 12.1 17.8

3 61 38.1 38.9 56.7

4 50 31.2 31.8 88.5

Very Important 18 11.2 11.5 100.0

Valid

Total 157 98.1 100.0


Total 160 100.0

Rate battery life on its importance.


Cumulative

Percent

2 6 3.8 3.8 3.8

3 21 13.1 13.3 17.1

4 61 38.1 38.6 55.7

Most Important 70 43.8 44.3 100.0

Valid

Total 158 98.8 100.0


Total 160 100.0


Appendix G

Rate media capabilities on importance.


Cumulative

Percent


2 17 10.6 10.8 12.0

3 40 25.0 25.3 37.3

4 51 31.9 32.3 69.6

Most Important 48 30.0 30.4 100.0

Valid

Total 158 98.8 100.0


Total 160 100.0


Appendix G

Rate portability on importance.


Cumulative

Percent

Least Important 1 .6 .6 .6

2 11 6.9 7.0 7.6

3 31 19.4 19.7 27.4

4 61 38.1 38.9 66.2

Most Important 53 33.1 33.8 100.0

Valid

Total 157 98.1 100.0


Total 160 100.0


Appendix G

Rate Wi-Fi on importance


Cumulative

Percent

2 5 3.1 3.2 3.2

2.5 1 .6 .6 3.9

3 10 6.2 6.5 10.3

4 37 23.1 23.9 34.2

Most Important 102 63.8 65.8 100.0

Valid

Total 155 96.9 100.0


Total 160 100.0


Appendix G

Rate full keyboard on importance.


Cumulative

Percent


2 9 5.6 5.7 7.6

3 17 10.6 10.8 18.4

4 45 28.1 28.5 46.8

Most Important 84 52.5 53.2 100.0

Valid

Total 158 98.8 100.0


Total 160 100.0


Appendix H

What is your preferred screen size?


Cumulative

Percent

10 in 3 1.9 1.9 1.9

13 in 25 15.6 15.6 17.5

14 in 18 11.2 11.2 28.8

15 in 81 50.6 50.6 79.4

17 in 30 18.8 18.8 98.1

Over 17 in 3 1.9 1.9 100.0

Valid

Total 160 100.0 100.0

What is your perferred screen size?

3

25

19

80

30

3

0

10

20

30

40

50

60

70

80

90

10in. 13in. 14in. 15in 17in. over 17in.

Count


Appendix I

Rate the following statement on a scale of 1-10, 1 strongly diagree and 10 stronly agree:WiFi capabilities are important to me

0 02 2

3

6

19

23

33

71

0

10

20

30

40

50

60

70

80

StronglyDisagree

StronglyAgree

Count


Cumulative

Percent

3 2 1.2 1.3 1.3

4 2 1.2 1.3 2.5

5 3 1.9 1.9 4.4

6 6 3.8 3.8 8.2

7 19 11.9 11.9 20.1

8 23 14.4 14.5 34.6

9 33 20.6 20.8 55.3

10 71 44.4 44.7 100.0

Valid

Total 159 99.4 100.0

Missing System 1 .6

Total 160 100.0


Appendix J

How concerned were you with the warranty that came with your laptop?

46

74

39

0

10

20

30

40

50

60

70

80

Primary Concern Secondary Concern After Thought

Count

How concerned were you with the warrantee that came with your laptop?


Cumulative

Percent

It was a primacy concern. 46 28.8 28.9 28.9

It was a secondary concern. 74 46.2 46.5 75.5

It was an after thought. 39 24.4 24.5 100.0

Valid

Total 159 99.4 100.0

Missing System 1 .6

Total 160 100.0


Appendix K

How long is the warranty on your laptop for?

48

68

1312

7

0

10

20

30

40

50

60

70

80

1 year 2 years 3 years 4 years 5 or more years

Count

How long is the warranty on your laptop for?


Cumulative

Percent

1 year 48 30.0 32.4 32.4

2 years 68 42.5 45.9 78.4

3 years 13 8.1 8.8 87.2

4 years 12 7.5 8.1 95.3

5 (+) years 7 4.4 4.7 100.0

Valid

Total 148 92.5 100.0


Total 160 100.0


Appendix L

How many times per semster do you call tech support?

98

38

13

5

0

20

40

60

80

100

120

Never Once Twice Three Times

Count

How many times per semester do you call tech support?


Cumulative

Percent

Never 98 61.2 63.6 63.6

Once 38 23.8 24.7 88.3

Twice 13 8.1 8.4 96.8

Three Times 5 3.1 3.2 100.0

Valid

Total 154 96.2 100.0


Total 160 100.0


Appendix M On a scale of 1-5 indicated how satisfied you are with the way your problem was your problem

was handled by tech support

12

15

37

28

17

0

5

10

15

20

25

30

35

40

Very Dissatisfied Dissatisfied Neutral Satisfied Very Dissatisfied

Count

On a scale of 1-5 indicated how satisfied you are with the way your problem was

handled by tech support.


Cumulative

Percent

Very dissatisfied 12 7.5 11.0 11.0

Dissatisfied 15 9.4 13.8 24.8

Neutral 37 23.1 33.9 58.7

Satisfied 28 17.5 25.7 84.4

Very satisfied 17 10.6 15.6 100.0

Valid

Total 109 68.1 100.0


Total 160 100.0


Appendix N

Who paid for your laptop?

52

94

12

0

10

20

30

40

50

60

70

80

90

100

You Your Parents Other

Count

Who paid for your laptop?


Cumulative

Percent

You 52 32.5 32.9 32.9

Your parents 94 58.8 59.5 92.4

Other 12 7.5 7.6 100.0

Valid

Total 158 98.8 100.0


Total 160 100.0


Appendix O What was the budget for purchasing the laptop?

4

27

33

54

23

16

0

10

20

30

40

50

60

Under $300 $300-$600 $600-$900 $900-$1,200 $1,200-$1,500 Over $1,500

Count

What was the budget for purchasing your laptop?


Cumulative

Percent

Under $300 4 2.5 2.5 2.5

$300-$600 27 16.9 17.2 19.7

$600-$900 33 20.6 21.0 40.8

$900-$1200 54 33.8 34.4 75.2

$1200-$1500 23 14.4 14.6 89.8

Over $1500 16 10.0 10.2 100.0

Valid

Total 157 98.1 100.0


Total 160 100.0


Appendix P

Please indicate your gender?

80 80

0

10

20

30

40

50

60

70

80

90

Male Female

Count

Please indicate your gender.


Cumulative

Percent

Male 80 50.0 50.0 50.0

Female 80 50.0 50.0 100.0

Valid

Total 160 100.0 100.0


Appendix Q

What is your class standing?

40 40 40 40

0

5

10

15

20

25

30

35

40

45

Freshman Sophomore Junior Senior

Count

What is your class standing


Cumulative

Percent

Freshman 40 25.0 25.0 25.0

Sophomore 40 25.0 25.0 50.0

Junior 40 25.0 25.0 75.0

Senior 40 25.0 25.0 100.0

Valid

Total 160 100.0 100.0


Appendix R


Appendix R

What is your major here at Pierce?


Cumulative

Percent

Business 43 26.9 26.9 26.9

Science 17 10.6 10.6 37.5

English 8 5.0 5.0 42.5

Education 16 10.0 10.0 52.5

Art 7 4.4 4.4 56.9

Music 1 .6 .6 57.5

Criminal Justice 26 16.2 16.2 73.8

Mass Communication 18 11.2 11.2 85.0

Psychology 6 3.8 3.8 88.8

Theater 3 1.9 1.9 90.6

N/A 9 5.6 5.6 96.2

History 6 3.8 3.8 100.0

Valid

Total 160 100.0 100.0


Appendix S


Appendix S

Which brand of laptop do you own? * What is your major here at Pierce? Cross tabulation

Count

What is your major here at Pierce?

Business Science English Education Art Music Criminal

e

Mass

unication

Psychology Theatre N/A History Total

Dell 12 2 2 2 1 0 7 3 2 1 2 1 35

HP 7 5 1 4 1 0 3 4 0 0 2 2 29

Apple 12 7 3 8 3 1 8 8 3 1 2 2 58

Sony 2 1 0 0 0 0 3 1 0 1 0 0 8

Asus 1 0 0 0 0 0 0 0 1 0 0 0 2

Acer 1 0 2 1 2 0 2 0 0 0 2 0 10

Toshiba 7 2 0 1 0 0 2 2 0 0 1 0 15

Other 1 0 0 0 0 0 1 0 0 0 0 1 3

Which

of

laptop

do

you

own?

Total 43 17 8 16 7 1 26 18 6 3 9 6 160


Appendix T


Appendix T

What was the budget for purchasing your laptop? * Which brand of laptop do you own? Cross

tabulation

Count


Dell HP Apple Sony Asus Acer Toshiba Other Total

Under

$300 0 2 1 0 0 0 0 1 4

$300-$600 7 6 1 3 0 5 4 1 27

$600-$900 12 6 4 2 0 3 6 0 33

$900-

$1200 9 10 25 2 2 2 3 1 54

$1200-

$1500 3 3 16 1 0 0 0 0 23

Over

$1500 3 2 9 0 0 0 2 0 16

What was the

budget for

purchasing your

laptop?

Total 34 29 56 8 2 10 15 3 157


Appendix U

Rate screen size on its importance. * Which brand of laptop do you own? Cross tabulation

Count



Least

Important 2 2 4 0 0 1 0 0 9

2 1 7 8 2 0 1 0 0 19

3 9 13 23 2 1 2 9 2 61

4 18 5 15 3 1 3 4 1 50

Very

Important 4 2 7 1 0 2 2 0 18

Rate screen size

on its importance.

Total 34 29 57 8 2 9 15 3 157


Appendix V

Rate battery life on its importance. * Which brand of laptop do you own? Cross tabulation

Count



2 0 3 2 0 0 1 0 0 6

3 4 0 9 0 2 2 3 1 21

4 15 11 22 5 0 2 6 0 61

Most

Important 15 15 24 3 0 5 6 2 70

Rate battery life on

its importance.

Total 34 29 57 8 2 10 15 3 158


Appendix W

Rate media capabilities on importance. * Which brand of laptop do you own? Cross tabulation

Count



Least

Important 1 0 0 0 0 1 0 0 2

2 5 3 6 1 0 1 0 1 17

3 9 8 15 0 0 5 3 0 40

4 8 10 20 6 0 0 5 2 51

Most

Important 11 8 16 1 2 3 7 0 48

Rate media

capabilities on

importance.

Total 34 29 57 8 2 10 15 3 158


Appendix X

Rate portability on importance. * Which brand of laptop do you own? Cross tabulation

Count



Least

Important 0 0 1 0 0 0 0 0 1

2 5 2 2 0 0 1 1 0 11

3 6 6 11 1 2 3 2 0 31

4 11 12 20 3 0 4 9 2 61

Most

Important 11 9 23 4 0 2 3 1 53

Rate portability on

importance.

Total 33 29 57 8 2 10 15 3 157


Appendix Y

Rate WiFi on importance * Which brand of laptop do you own? Cross tabulation

Count



2 0 3 1 1 0 1 0 0 6

3 3 1 4 0 0 0 2 0 10

4 9 8 12 3 0 3 2 0 37

Most

Important 22 15 40 4 1 6 11 3 102

Rate WiFi on

importance

Total 34 27 57 8 1 10 15 3 155


Appendix Z

Rate full keyboard on importance. * Which brand of laptop do you own? Cross tabulation

Count



Least

Important 0 0 2 0 0 0 1 0 3

2 2 1 4 1 0 1 0 0 9

3 2 2 8 2 0 2 1 0 17

4 8 10 13 4 0 3 5 2 45

Most

Important 22 16 30 1 2 4 8 1 84

Rate full keyboard

on importance.

Total 34 29 57 8 2 10 15 3 158


Appendix AA

On a scale of 1-5 indicated how satisfied you are with the way your problem was handled by tech

support. * Which brand of laptop do you own? Cross tabulation

Count



Very

dissatisfied 1 4 6 0 0 0 1 0 12

Dissatisfied 1 5 5 1 0 1 2 0 15

Neutral 11 5 10 2 1 4 4 0 37

Satisfied 10 3 12 0 0 1 2 0 28

Very

satisfied 2 2 7 1 0 0 3 2 17

On a scale of 1-5

indicated how

satisfied you are

with the way your

problem was

handled by tech

support.

Total 25 19 40 4 1 6 12 2 109

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