29 Jun MKTG 3850 ASSIGNMENT
Question
The questions are based on the article Tablet growth boosts news brands, which is attached.
1. List three possible research objectives (what were some bits of
information that the researchers set out to find out about) of this
study.
2. Based on results presented in the case, reproduce 5 questions from
the questionnaire that was used to gather data for this study. Do not
include demographic questions, do not use open-ended questions, and
present the questions in the same form as they would have appeared
on the questionnaire (that is, you should provide the response options
that were used).
ALSO: To justify each question, write out contents in the article that
provide the reason for your question. Tablet growth boosts news brands
LONDON: Over 4m people in the UK will buy or receive a tablet this
Christmas, with children and younger adults the most likely recipients,
according to a new survey.
Some 2,262 adults were polled by YouGov for Newsworks, the marketing
body for UK national newspapers. The results indicated that 10% of the
adult population were expecting to either buy or receive a tablet over the
festive period.
Younger adults aged 18 to 24 had the highest expectations of receiving a
tablet as a gift (5%). This, suggested Newsworks, was good news for
newspaper publishers, as keeping up with news was a core activity for
tablet owners in this age group (62% weekly).
In addition, two out of five 18-24 year olds (39%) also spent more time
reading news once they owned a tablet.
Current ownership had grown fastest among 35-44 year olds in 2013 and
almost half of them (47%) now owned a tablet compared with a third (34%)
in December 2012. They were also the most likely to buy a tablet as a gift
this Christmas.
Younger children will be among the beneficiaries as over one in four people
buying tablets as presents will give them to a child aged 10 or under (27%),
with some going to children as young as five or under (7%).
A month before Christmas, a significant proportion of intending buyers
(21%) had yet to decide on the brand they would purchase although most
(60%) planned to spend less than £200.
That ruled out Apple products for many, although for those consumers
planning to buy an Apple tablet the new iPad Air topped the wish list. And
Apple remained the brand leader among current tablet owners, with 55%
having one.
Just 9% said they would spend more than £400, while the most popular
price range was between £100 and £200 (42%). The Hudl, priced at £119
from supermarket Tesco, was prominent with 17% of would-be recipients
hoping to see it under their Christmas tree. Data sourced from Newsworks; additional content by Warc staf
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