Student Laptop Research 1 A MARKETING RESEARCH STUDY TO

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

Operation System and Software..................................................................................9

Usability of Hardware................................................................................................11

Size and Mobility.......................................................................................................11

Damage and Theft......................................................................................................12

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 5……….....................................................................................................25





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

Student Laptop Research 6 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.

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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.merriamwebster.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.merriamwebster.com/dictionary)

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.merriamwebster.com/dictionary)

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.merriamwebster.com/dictionary)

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

Student Laptop Research 11 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

Student Laptop Research 12 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

Student Laptop Research 13 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

Student Laptop Research 15 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.

Out of 160 respondents 70, or 43.8%, chose 5 on a scale of 1 – 5 (1 being least 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.

Out of 158 respondents 51, or 31.9%, chose 4 on a scale of 1 – 5 (1 being least 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.

Out of 157 respondents 61, or 38.1%, chose 4 on a scale of 1 – 5 (1 being least 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.

Out of 155 respondents 102, or 63.8%, chose 5 on a scale of 1 – 5 (1 being least 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.


Out of 158 respondents 84, or 52.5%, chose 5 on a scale of 1 – 5 (1 being least 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 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 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 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

Student Laptop Research 25 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 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 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 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 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 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

Student Laptop Research 29 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

Student Laptop Research 31 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

Student Laptop Research 32 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

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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,

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Feldmann, L., Wess, L., & Moothart, T. (2008). An Assessment of Student Satisfaction with a Circulating Laptop Service. Information Technology & Libraries, 27(2),

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Jefferson, G. (n.d). (2010) Musicians ditch studios for computers. USA Today, Retrieved from Academic Search Premier database.

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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

HP

______(1)

______(2)

MSI

Apple

Sony

Asus

______(3)

______(4)

______(5)

______(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

Valid

Dell

HP

Apple

Sony

Asus

Acer

Toshiba

Other

Total

Which brand of laptop do you own?

Frequency Percent Valid Percent

35

29

21.9

18.1

21.9

18.1

Cumulative Percent

21.9

40.0

2

10

58

8

36.2

5.0

1.2

6.2

36.2

5.0

1.2

6.2

76.2

81.2

82.5

88.8

15

3

160

9.4

1.9

100.0

9.4

1.9

100.0

98.1

100.0

Appendix B

Which brand of laptop do you own?


18%

22%

2%

9%

6% 1%

5%

37%

Dell

HP

Apple

Sony

Asus

Acer

Toshiba

Other


Appendix C

40

35

30

25

20

50

45

45

15

10

5

0

Less than 1 year

40

1 year

How long have you had your laptop

37

2 years

28

3 years

8

4 years

2

5 or more years

How long have you had your laptop?

Valid Less than 1 year


Cumulative

Percent

45 28.1

28.1

28.1

1 year

2 years

3 years

4 years

5 (+) years

Total

2

160

28

8

40

37

25.0

23.1

17.5

5.0

1.2

100.0

25.0

23.1

17.5

5.0

1.2

100.0

53.1

76.2

93.8

98.8

100.0


Appendix D

Valid Never

1 - 2 times per week

3 - 4 times per week

Almost everyday

Total

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


Cumulative

Percent

30

60

29

41

160

18.1

25.6

18.8

37.5

100.0

18.1

25.6

18.8

37.5

100.0

18.1

43.8

62.5

100.0

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

70

60

60

50

41

40

30

20

10

29

30

0

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

35

33

Appendix E

How long does your battery last for?


30

26

25

23

20

19

15

15

13

11

10

7

5

4

0

Less than 1 hour

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


Appendix E

Valid Less than 1 hour

1 hour

2 hours

3 hours

4 hours

5 hours

6 hours

7 hours

8 or more hours

Total

Missing System

Total

How long does your Battery last for?


Cumulative

Percent

11

151

9

160

13

4

23

15

33

26

7

19

4.4

11.9

20.6

16.2

14.4

9.4

8.1

2.5

6.9

94.4

5.6

100.0

4.6

12.6

21.9

17.2

15.2

9.9

8.6

2.6

7.3

100.0

71.5

81.5

90.1

92.7

100.0

4.6

17.2

39.1

56.3

40

30

20

10

0


Appendix F

How often does this limit your computer activities?


Cumulative

Percent

Valid Never

Sometimes

Always

Total

Missing System

Total

18

159

1

160

74

67

46.2

41.9

11.2

99.4

.6

100.0

46.5

42.1

11.3

100.0

46.5

88.7

100.0

How often does this limit your computer activities?

80

74

70

67

60

50

18

Never Sometimes Always


1.5

1

0.5

0

2.5

2

Appendix G

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

5

4.52

4.5

4.23

4.25

3.98

4

3.8

3.5

3.31

3

Screen Size Battery Life Media Capabilities Portability Wifi Full keyboard


Appendix G

Rate screen size on its importance.

Least Important


Cumulative

Percent

9 5.6

5.7

5.7 Valid

2

3

4

Very Important

Total

Missing System

Total

157

3

160

50

18

19

61

11.9

38.1

31.2

11.2

98.1

1.9

100.0

12.1

38.9

31.8

11.5

100.0

17.8

56.7

88.5

100.0

Valid

2

3

4

Most Important

Total

Missing System

Total

Rate battery life on its importance.


Cumulative

Percent

158

2

160

61

70

6

21

3.8

13.1

38.1

43.8

98.8

1.2

100.0

3.8

13.3

38.6

44.3

100.0

3.8

17.1

55.7

100.0


Appendix G

Rate media capabilities on importance.

Least Important


Cumulative

Percent

2 1.2

1.3

1.3 Valid

2

3

4

Most Important

Total

Missing System

Total

158

2

160

51

48

17

40

10.6

25.0

31.9

30.0

98.8

1.2

100.0

10.8

25.3

32.3

30.4

100.0

12.0

37.3

69.6

100.0


Appendix G

Rate portability on importance.

Least Important


Cumulative

Percent

1 .6

.6

.6 Valid

2

3

4

Most Important

Total

Missing System

Total

157

3

160

61

53

11

31

6.9

19.4

38.1

33.1

98.1

1.9

100.0

7.0

19.7

38.9

33.8

100.0

7.6

27.4

66.2

100.0


Appendix G

Valid 2

2.5

3

4

Most Important

Total

Missing System

Total

Rate Wi-Fi on importance


Cumulative

Percent

10

37

5

1

102

155

5

160

3.1

.6

6.2

23.1

63.8

96.9

3.1

100.0

3.2

.6

6.5

23.9

65.8

100.0

3.2

3.9

10.3

34.2

100.0


Appendix G

Rate full keyboard on importance.

Least Important


Cumulative

Percent

3 1.9

1.9

1.9 Valid

2

3

4

Most Important

Total

Missing System

Total

158

2

160

45

84

9

17

5.6

10.6

28.1

52.5

98.8

1.2

100.0

5.7

10.8

28.5

53.2

100.0

7.6

18.4

46.8

100.0


Appendix H

Valid 10 in

13 in

14 in

15 in

17 in

Over 17 in

Total

What is your preferred screen size?


Cumulative

Percent

3 1.9

1.9

1.9

25

18

81

30

3

160

15.6

11.2

50.6

18.8

1.9

100.0

15.6

11.2

50.6

18.8

1.9

100.0

17.5

28.8

79.4

98.1

100.0

What is your perferred screen size?

90

80

70

60

50

40

30

20

10

0

3

10in.

25

19

80

30

13in.

14in.

15in 17in.

3 over 17in.


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

80

70

60

50

40

30

20

10

0

0

Strongly

Disagree

0

2 2

3

6

19

23

33

71

Strongly

Agree


Cumulative

Percent

Valid

5

6

3

4

7

8

9

10

Total

Missing System

Total

11.9

14.4

20.6

44.4

1.2

1.2

1.9

3.8

159

1

160

33

71

19

23

3

6

2

2

99.4

.6

100.0

1.3

1.3

1.9

3.8

11.9

14.5

20.8

44.7

100.0

20.1

34.6

55.3

100.0

1.3

2.5

4.4

8.2


Appendix J

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

80

70

60

50

20

10

40

30

46

74

39

Valid

0

Primary Concern Secondary Concern After Thought

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


Cumulative

Percent

It was a primacy concern.

It was a secondary concern.

28.8

46.2

28.9

46.5

It was an after thought.

Total

Missing System

Total

39

159

1

160

46

74

24.4

99.4

.6

100.0

24.5

100.0

28.9

75.5

100.0


Appendix K

How long is the warranty on your laptop for?

80

70

60

50

40

30

48

68

20

13

12

10

7

0

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

Valid

1 year

How long is the warranty on your laptop for?

2 years

3 years

4 years

5 (+) years

Total

Missing System

Total


Cumulative

Percent

48 30.0

32.4

32.4

148

12

160

12

7

68

13

42.5

8.1

7.5

4.4

92.5

7.5

100.0

45.9

8.8

8.1

4.7

100.0

78.4

87.2

95.3

100.0


Appendix L

120

100

80

60

40

98

How many times per semster do you call tech support?

38

20

13

0

Never Once Twice

5

Three Times

Valid Never

Once

Twice

Three Times

Total

Missing System

Total

How many times per semester do you call tech support?


Cumulative

Percent

154

6

160

13

5

98

38

61.2

23.8

8.1

3.1

96.2

3.8

100.0

63.6

24.7

8.4

3.2

100.0

63.6

88.3

96.8

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

40

35

30

25

20

15

10

12

15

37

28

17

5

0

Very Dissatisfied Dissatisfied Neutral Satisfied Very Dissatisfied

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


Cumulative

Percent

Valid Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

Total

Missing System

Total

12

15

37

28

17

109

51

160

7.5

9.4

23.1

17.5

10.6

68.1

31.9

100.0

15.6

100.0

11.0

13.8

33.9

25.7

11.0

24.8

58.7

84.4

100.0


Appendix N

Who paid for your laptop?

70

60

50

40

100

90

80

30

20

10

0

52

94

12

You

Valid You

Your parents

Other

Total

Missing System

Total

52

94

12

158

2

160

Your Parents Other

Who paid for your laptop?


Cumulative

Percent

32.9

59.5

32.5

58.8

7.5

98.8

1.2

100.0

7.6

100.0

32.9

92.4

100.0


Appendix O

60

What was the budget for purchasing the laptop?

54

50

40

33

30

27

23

20

16

10

4

0

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

What was the budget for purchasing your laptop?


Cumulative

Percent

Valid Under $300

$300-$600

$600-$900

$900-$1200

$1200-$1500

Over $1500

Total

Missing System

Total

157

3

160

23

16

33

54

4

27

2.5

16.9

20.6

33.8

14.4

10.0

98.1

1.9

100.0

14.6

10.2

100.0

2.5

17.2

21.0

34.4

2.5

19.7

40.8

75.2

89.8

100.0


Appendix P

Please indicate your gender?

60

50

40

30

20

10

0

90

80

70

80 80

Male Female

Valid Male

Female

Total

Please indicate your gender.


Cumulative

Percent

80

80

160

50.0

50.0

100.0

50.0

50.0

100.0

50.0

100.0


Appendix Q

What is your class standing?

15

10

5

0

30

25

20

45

40

35

40 40 40 40

Freshman Sophomore Junior Senior

What is your class standing

Valid Freshman

Sophomore

Junior


Cumulative

Percent

40 25.0

25.0

25.0

40

40

25.0

25.0

25.0

25.0

50.0

75.0

Senior

Total

40

160

25.0

100.0

25.0

100.0

100.0

Appendix R



Appendix R

Valid Business

Science

English

Education

Art

Music

Criminal Justice

Psychology

Theater

N/A

History

Total

What is your major here at Pierce?


Cumulative

Percent

43 26.9

26.9

26.9

Mass Communication

17

8

16

7

1

26

6

160

3

9

18

6

10.6

5.0

10.0

4.4

.6

16.2

11.2

3.8

1.9

5.6

3.8

100.0

10.6

5.0

10.0

4.4

.6

16.2

11.2

3.8

1.9

5.6

3.8

100.0

57.5

73.8

85.0

88.8

37.5

42.5

52.5

56.9

90.6

96.2

100.0

Appendix S


Which Dell 12 2 1 0


Appendix S

Count

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

What is your major here at Pierce?

Business Science English Education Art Music Criminal e

Mass unication

Psychology Theatre N/A History Total

2 2 7 3 2 1 2 1 35

HP of laptop

Apple do you own?

Sony

Asus

7

12

2

1

Acer 1

Toshiba 7

Other 1

Total 43

0

8

2

0

0

0

1

3

0

17

0

2

1

0

5

7

4 1 0

8 3 1

0 0 0

0 0 0

1 2 0

1 0 0

0 0 0 1

16 7 1 26

2

2

3

0

3

8

0

6

0

0

0

1

0

3

0

18

0

2

1

0

4

8

0 2 2 29

1 2 2 58

1 0 0 8

0 0 0 2

0 2 0 10

0 1 0 15

0 0 1 3

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

Which brand of laptop do you own?

Dell HP Apple Sony Asus Acer Toshiba Other Total

What was the budget for purchasing your laptop?

Under

$300

$300-$600

$600-$900

0

7

12

2

6

6

1

1

4

0

3

2

0

0

0

0

5

3

0

4

6

1 4

1 27

0 33

$900-

$1200

$1200-

$1500

Over

$1500

Total

9 10

3

3

25

3 16

2

34 29

9

56

2

1

0

8

2

0

0

2

0

0

2 10

3

0

2

15

1 54

0 23

0 16

3 157


Appendix U

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

Count



Rate screen size Least on its importance. Important

2

3

4

Very

Important

Total

2

1

9

18

7

13

5

8

23

15

4

2

2

4

7

34 29 57

0

2

2

3

1

8

0

0

1

1

0

2

1

1

2

3

2

9

0

0

9

4

2

15

0 9

0 19

2 61

1 50

0 18

3 157


Appendix V

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

Count



Rate battery life on 2 its importance.

3

4

Most

Important

Total

0

4

3

0

15 11

2

9

22

15 15 24

34 29 57

0

0

5

3

8

0

2

0

0

1

2

2

5

2 10

0

3

6

6

15

0 6

1 21

0 61

2 70

3 158


Appendix W

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

Count



Rate media capabilities on importance.

Least

Important

2

3

4

Most

Important

Total

1

5

9

8

3

8

10

6

15

20

11

0 0

8 16

34 29 57

0

1

0

6

1

8

0

0

0

0

2

1

1

5

0

3

2 10

0

0

3

5

7

15

0 2

1 17

0 40

2 51

0 48

3 158


Appendix X

Count

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



Rate portability on Least importance. Important

2

3

4

Most

Important

Total

0

5

6

11

2

6

12

2

11

20

11

0 1

9 23

33 29 57

0

0

1

3

4

8

0

0

2

0

0

0

1

3

4

2

2 10

0

1

2

9

3

15

0 1

0 11

0 31

2 61

1 53

3 157


Appendix Y

Count

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



Rate WiFi on importance

2

3

4

Most

Important

Total

0

3

9

22

34

3

1

8

15

27

1

4

12

40

57

1

0

3

4

8

0

0

0

1

1

0

3

6

1 10

0

2

2

11

15

0 6

0 10

0 37

3 102

3 155


Appendix Z

Count

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



Rate full keyboard Least on importance. Important

2

3

4

Most

Important

Total

0 0 2

2

2

8

1

2

10

4

8

13

22 16 30

34 29 57

0

1

2

4

1

8

0

0

0

0

2

0

1

2

3

4

2 10

1

0

1

5

8

15

0 3

0 9

0 17

2 45

1 84

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



On a scale of 1-5 indicated how

Very dissatisfied satisfied you are with the way your Dissatisfied problem was handled by tech support.

Neutral

Satisfied

Very satisfied

1

1

11

10

2

4 6

5

5

5

10

3 12

2 7

0

1

2

0

1

0

0

1

0

0

0

1

4

1

0

1

2

4

2

3

0 12

0 15

0 37

0 28

2 17

Total 25 19 40 4 1 6 12 2 109

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