textbook marketing research
DESCRIPTION
A marketing research project on viability of an online peer-to-peer used textbook trading business. The research was conducted on viability of TextMark business model using Qualtrics and SPSS.TRANSCRIPT
Used Textbook Trade ServiceMarketing Research Report
Babson College MKT 7510
Marketing Research & Analysis
Yi Lin Hiroo NishiKeren-Or ReissAmir Samakar
Purchasing textbook is …
Expensive
Time consuming
The Solution – TextMark: Used Textbook for Cash
TextMa
rk
USEDTEXTBOOK
Discount Price
Marketing Research Objectives
1.) Current Customer Purchasing Behavior2.) Is there really a need?
Step 1: EXPLORATORY RESEARCH
- Survey with 25 ‘closed’ questions
Step 2: REVISION
Step 3: ACTUAL SAMPLING
-Online 36 questions-SPSS used for detailed analysis.
* http://www.university-directory.org/massachusetts_university.html** First want to control the public (70%) vs. private (30%)** 95% confident level with +/- 5% tolerance for market potential
Sampling
DESIGNED ACTUAL
Elements in-school students (the same)
Extent US (the same)
Time 2012 (the same)
Frame US Univ. Directory* N/A
Technique Non-probability sampling Quota sampling**
Non-probability sampling Convenience sampling + Snowball sampling
Sample Size 385*** 103
Data CollectionDESIGNED ACTUAL
Method Fieldwork + Online Online
Target 70% public school; 30% private
No requirement
Tools • Social Media• E-mail• Phone call
• Social Media (Facebook, current city feature)
• E-mail• Phone call
Reach out • Classmates• Friends• Fieldwork respondents
• Classmates• Friends
Demographic Analysis
National Center for Education Statistics (NCES) published in 2011
Private college Students
Gradate Students
Full-time students
Female students
International students
0% 20% 40% 60% 80% 100%
Sample Population*
Sampling Error Correction
?
Dependant Variable Type?
T-test
Crosstabs
Mann-Whitne
y
Nominal
Scale
Ordinal
?
Case #1
Mean
WeightedAverage
SignificantCategories?
Case#2
Mean
Yes
No
End
Respondent Error Correction
RecodeTotal1
RecodeTotal2
How many books you buy? (seller)
case
compute sum
How many books you buy ? (method of purchase)
60% of rows were
used.
Use Row
Discard row
Equal
Not equal
Total1 =Tortal2 ?
Students & Textbooks
ebook25%
new book25%
buy used book36%
rent used book14%
Purchase Preference
New book 29%
Buy used37%
rent used book18%
borrow12%
ebook4%
Purchase Behavior
Market Share Analysis
Available Demand
Available Supply Result
buy used book 19% 9% 9%rent used book 9% 13% 9%
Max. PotentialMarket Share 18%
Product/Service Mix Analysis
• Sensitive to price when purchasing textbooks• Sensitive to delivery time (within 2 days)• Sensitive to the quality of the used textbooks
Sensitivity Analysis
• No significant difference from different group of demographic character
• Including enrollment level, program nature, gender, school nature, & citizenship
Segment Analysis
• No correlation between product mix and demographics• except the elder the students, the more concern about the
quality of the used textbooks.
Correlation Analysis
Conclusions
• maximum market share of this business is 18%.
Market Potential
• Price• Delivery Time• Quality of used textbooks
Customers are Sensitive to
The behavior of textbooks purchase is not depended on: Gender Grad/Ugrad Public/private (college)
Conclusions - Continue
Segmentation
75% of students
prefer textbooks to
ebooks
55% of students
purchase used or rent books.
New editions are issued
every 4 years
Other Highlights
There is a market for TextMark.
Venture Opportunity
Thank You
Q & A
Appendix A Distribution of Collegese
Appendix B - Majors
Appendix CExploratory Research Results
NEW: 12 interview results in hand!!
I. Condition- 69% do not mind having memos.- 83% prefer to buy used books.- 70% of the asked students prefer to buy books.
II. Price- AVG $365/ semester- 61% do not compare prices- 42% Buy older version
III. Location- 69% at book store vs. 46% at amazon
IV. Post-usage action-72% sell at least few-27 % do not sell.
V. Impression
- 91% will use a web site selling textbook at cheaper price.- 50% will be willing to use a new service that allows them to rent out their book inside campus.
No
Demographic
Character
Analysis Method
value Mean Std. Dev.
p-value
Conclusion
1. Type of Institute
Two samples T-test
Public 7.4828 1.84431
.880 No significant differenceprivate 7.4054 2.5043
52. Level of
Enrollment
One-way ANOVA
Freshman 6.0000 .70711 .841 No significant difference
Sophomore
7.7692 .72637
Junior 7.3333 .49441Senior 7.1538 .52922Graduate 7.5357 .33513Others 7.5000 2.5000
3. Status of attendance
Two samples T-test
Full-time 7.4362 2.26026
.9000 No significant differencePart-time 7.3333 3.1225
0
4. gender Two samples T-test
Male 7.2963 2.30364
.552 No significant differenceFemale 4.5714 2.3717
1
5. Citizenship
One-way ANOVA
USA 7.9318 2.22457
.239 No significant differenceAsia 7.0938
22.29107
Europe 5.5000 2.12132
Latin America
7.8889 1.90029
Middle East
6.9231 2.13937
Others 5.6667 5.13160