Free Essay

Positioning Survey

In: Business and Management

Submitted By Petey2000
Words 4379
Pages 18
Purpose of the survey The purpose of this survey instrument is to determine consumer perceptions of cell phone providers. Ultimately, the data will be used to determine potential positioning strategies for companies.
Summary of Results
The pretest of the survey indicated the need for several changes. First, there were a few changes that needed to be made for the survey. First, the ten point-scale was simplified to three points. Minor typographical errors were corrected, and questions that appeared ambiguous were clarified –for example, when I entered the questions into Qualtrics, I forgot to include “please indicate” for text entry. It was also recommended that, in the ethnicity question, a multi-ethnicity option be offered. These issues were brought to my attention by the respondents to my survey and were corrected
While entering my data, I encountered a few issues in my survey design, as well. When entering my survey into Qualtrics, I found that made two minor typographical errors, which needed to be corrected before mass distribution of the survey. I also found that I needed additional “skip” logic within the survey design. In Question 5, I asked respondents whether or not that they had an existing plan—skip logic was needed to direct respondents past questions that indicated whether or not they would renew their existing plan. This was added in my revised survey. In addition, when asking the question about previous cell phone providers, respondents should have had the ability to choose more than one answer. There was one “technical” issue with the online survey that I have not quite determined how to remedy. If a respondent indicated that they were not familiar with a company, he or she “skipped” the positioning questions related to that company. However, in the current design, there is no way to “uncheck” that box. One of my respondents indicated that he was not familiar with Verizon, the company that he had earlier indicate that he used. There was no way for him to uncheck this response and provide positioning input. This exercise enabled me to recognize the importance of pretesting a survey, so as to avoid such errors before mass distribution.
Socio-demographic Profile
Upon entering my results into SPSS five times in order to have sufficient data, the following description of my sample was developed.
Nominal variables - Nominal variables are used for qualitative classification—they are measure only in terms of whether individual items belong to particular categories (Unesco, n.d.). They have no order, and the assignment of numbers to category is arbitrary (Unesco, n.d.). In this study, the nominal variables are ownership of a cell phone, gender, and education level.
Every person who took the survey had a cell phone. Table 1 - Descriptive Statistics | | N | Minimum | Maximum | Mean | Std. Deviation | Gender | 25 | 1 | 2 | 1.40 | .500 | Ethnicity | 25 | 1 | 5 | 1.80 | 1.633 | Education | 25 | 5 | 6 | 5.80 | .408 | Own a Cell Phone | 25 | 1 | 1 | 1.00 | .000 | Service Provider | 25 | 1 | 5 | 3.00 | 1.291 | Valid N (listwise) | 25 | | | | |

Of the 25 entries, 60 percent of respondents were male, 40 percent were female. Table 2 – Gender | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | male | 15 | 60.0 | 60.0 | 60.0 | | female | 10 | 40.0 | 40.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | |

Figure 1- Gender of Respondents

The group was 80 percent Caucasian, with 20 percent indicating “Other” as an ethnicity. The selected sample also appears to be well educated. The range of 5-6 in the education category indicates that respondents either had a Bachelor’s Degree or a Master’s Degree. Table 3 – Education Level | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | 4 year degree | 5 | 20.0 | 20.0 | 20.0 | | Master's Degree | 20 | 80.0 | 80.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | |

Figure 2- Education Level- Bar Chart

Scale variables – Scale variables are measured on an interval or ratio scale, where the values of the data indicate the order of the values and distance between them (IBM, 2013). Scale variables in this study include age and income level. Frequency tables and histograms, as well as measures of central tendency and variability were conducted for these variables.
Mean, median, and mode are measures of central tendency. Measures of central tendency are used to describe the most typical response to a question; thus, the term central tendency is used to identify the most typical or frequent response (Burns & Bush, 2010).
The mean is the arithmetic average of the data—the mean is derived by adding all data points and dividing by n (AUO, n.d.). The median is the number that splits a database—when the data is arranged from least to most, half the data falls below this number and half the data falls above this number (AUO, n.d.). Mode is the category with the highest frequency in a database, or the most common number (AUO, n.d.)
Standard deviation, variance, and range are measures of variability. Measures of variability are concerned with depicting typical differences between values in a set of numbers (Burns & Bush, 2010). They are a crude but effective way to describe the spread of responses (AUO, n.d.). The range indicates the distance between the lowest value and the highest value in a set of values arranged in order; it identifies the end points, and how dispersed the extremes are (Burns & Bush, 2010). Variance is a numerical value used to indicate how widely individuals in a group vary (Stattek, n.d.). The standard deviation indicates the degree of variation in a way that can be translated into a bell-shaped curve (Burns & Bush, 2010).
Respondents varied in income. Although this is continuous data that should be represented as a bar chart, the varied incomes among respondents makes the data appear to be in a bar chart. The average in this variable was 8.8, indicating that the average income was between $70,000 and $79,999. The median income bracket was 10, and the mode, or most commonly reported age bracket was over $100,000. Respondents also varied in age. The average age reported was 4.6, indicating that the average age of respondents fell within the 38-48 range. Table 4 Statistics- Income and Age | | Income bracket | Age | N | Valid | 25 | 25 | | Missing | 0 | 0 | Mean | 8.80 | 4.60 | Median | 10.00 | 4.00 | Mode | 11 | 4a | a. Multiple modes exist. The smallest value is shown |

Table 5 Frequencies - Income bracket | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | $40,000-$49,999 | 5 | 20.0 | 20.0 | 20.0 | | 60,000-$69,999 | 5 | 20.0 | 20.0 | 40.0 | | $90,000-$99,999 | 5 | 20.0 | 20.0 | 60.0 | | $100,000 + | 10 | 40.0 | 40.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | | | | | | | |
Figure 3- Histogram of Income

Table 6 Frequencies - Age | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | 29-38 | 5 | 20.0 | 20.0 | 20.0 | | 39-48 | 10 | 40.0 | 40.0 | 60.0 | | 59 and over | 10 | 40.0 | 40.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | |

Figure 4 – Histogram of Age

Finally, the ethnicity of respondents was largely Caucasian. 80 percent of respondents entered indicated being “Caucasian,” while 20 percent indicated “Other.”

Table 7 – Ethnicity | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Caucasian | 20 | 80.0 | 80.0 | 80.0 | | Other | 5 | 20.0 | 20.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | | | | | | | |

Summated Scales
Summated scales are a collection of related questions measuring underlying constructs (Summated Scales, 2011). In this case dropped class, connection failures, audio issues, e-mail, lost calls, text failures, late texts, web connect failure, e-mail connection failures, and slow downloads are thought to be correlated with satisfaction with current service provider.
Cronbach’s alpha is measure of internal consistency, or how closely related a set of items are (SPSS FAQs, 2013). High values of alpha are often used as evidence that the items measure and underlying construct (SPSS FAQs, 2013). High alpha does not imply that a measure is unidimensional (SPSS FAQs, 2013). In addition to measuring internal consistency, evidence that the sale in question is unidimensional, additional analyses can be performed (SPSS FAQs, 2013).
High alpha is good—it means that there is a wide spread of scores, which means respondents are easier to differentiate (Allen, n.d.). If a test has low variance, scores are close together—unless the students truly close in ability, the test is not useful (Allen, n.d.).

Table 8 - Item Statistics | | Mean | Std. Deviation | N | Satisfaction with Current Provider | 5.80 | .408 | 25 | Occurrence of Dropped Calls | 1.60 | 1.225 | 25 | Occurrence of Connection Failures | 1.40 | .816 | 25 | Occurrence of Audio Issues | 1.40 | 1.384 | 25 | Occurrence of E-mail Failures | 1.00 | 1.291 | 25 | Occurrence of Lost Calls | .20 | .408 | 25 | Occurrence of Text Failures | 1.20 | 1.000 | 25 | Occurrence of Late Texts | 1.00 | 1.118 | 25 | Occurrence of Web Connect Failures | .40 | .500 | 25 | Occurrence of E-mail Connection Failures | .40 | .500 | 25 | Occurrence of Slow Downloads | 2.80 | 2.533 | 25 | |

Table 9 - Summary Item Statistics | | Mean | Minimum | Maximum | Range | Maximum / Minimum | Variance | N of Items | Inter-Item Correlations | .529 | -.250 | 1.000 | 1.250 | -4.000 | .075 | 11 |

Table 10 - Item-Total Statistics | | Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item-Total Correlation | Squared Multiple Correlation | Cronbach's Alpha if Item Deleted | Satisfaction with Current Provider | 11.40 | 76.917 | .547 | . | .893 | Occurrence of Dropped Calls | 15.60 | 70.250 | .451 | . | .894 | Occurrence of Connection Failures | 15.80 | 68.917 | .842 | . | .876 | Occurrence of Audio Issues | 15.80 | 58.917 | .949 | . | .860 | Occurrence of E-mail Failures | 16.20 | 63.917 | .747 | . | .875 | Occurrence of Lost Calls | 17.00 | 76.667 | .583 | . | .893 | Occurrence of Text Failures | 16.00 | 68.750 | .678 | . | .881 | Occurrence of Late Texts | 16.20 | 64.750 | .834 | . | .871 | Occurrence of Web Connect Failures | 16.80 | 76.000 | .545 | . | .892 | Occurrence of E-mail Connection Failures | 16.80 | 76.000 | .545 | . | .892 | Occurrence of Slow Downloads | 14.40 | 43.167 | .944 | . | .884 |

Table 11 - Scale Statistics | Mean | Variance | Std. Deviation | N of Items | 17.20 | 81.000 | 9.000 | 11 |

Table 12 - Inter-Item Correlation Matrix | | Satisfaction with Current Provider | Occurrence of Dropped Calls | Occurence of Connection Failures | Occurence of Audio Issues | Occurence of E-mail Failures | Occurence of Lost Calls | Occurence of Text Failures | Occurence of Late Texts | Occurence of Web Connect Failures | Occurence of E-mail Connection Failures | Occurence of Slow Downloads | Satisfaction with Current Provider | 1.000 | .250 | .250 | .516 | .395 | .250 | .612 | .456 | .408 | .408 | .564 | Occurrence of Dropped Calls | .250 | 1.000 | .792 | .467 | .395 | -.250 | -.102 | .152 | .272 | .272 | .645 | Occurrence of Connection Failures | .250 | .792 | 1.000 | .774 | .593 | .375 | .408 | .685 | .612 | .612 | .846 | Occurrence of Audio Issues | .516 | .467 | .774 | 1.000 | .933 | .590 | .692 | .808 | .361 | .361 | .974 | Occurrence of E-mail Failures | .395 | .395 | .593 | .933 | 1.000 | .395 | .484 | .577 | .000 | .000 | .892 | Occurrence of Lost Calls | .250 | -.250 | .375 | .590 | .395 | 1.000 | .919 | .913 | .612 | .612 | .443 | Occurrence of Text Failures | .612 | -.102 | .408 | .692 | .484 | .919 | 1.000 | .932 | .667 | .667 | .592 | Occurrence of Late Texts | .456 | .152 | .685 | .808 | .577 | .913 | .932 | 1.000 | .745 | .745 | .736 | Occurrence of Web Connect Failures | .408 | .272 | .612 | .361 | .000 | .612 | .667 | .745 | 1.000 | 1.000 | .395 | Occurrence of E-mail Connection Failures | .408 | .272 | .612 | .361 | .000 | .612 | .667 | .745 | 1.000 | 1.000 | .395 | Occurence of Slow Downloads | .564 | .645 | .846 | .974 | .892 | .443 | .592 | .736 | .395 | .395 | 1.000 |

Table 13 - Summary Item Statistics | | Mean | Minimum | Maximum | Range | Maximum / Minimum | Variance | N of Items | Inter-Item Correlations | .529 | -.250 | 1.000 | 1.250 | -4.000 | .075 | 11 |

Table 14 - Item-Total Statistics | | Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item-Total Correlation | Squared Multiple Correlation | Cronbach's Alpha if Item Deleted | Satisfaction with Current Provider | 11.40 | 76.917 | .547 | . | .893 | Occurrence of Dropped Calls | 15.60 | 70.250 | .451 | . | .894 | Occurrence of Connection Failures | 15.80 | 68.917 | .842 | . | .876 | Occurrence of Audio Issues | 15.80 | 58.917 | .949 | . | .860 | Occurrence of E-mail Failures | 16.20 | 63.917 | .747 | . | .875 | Occurrence of Lost Calls | 17.00 | 76.667 | .583 | . | .893 | Occurrence of Text Failures | 16.00 | 68.750 | .678 | . | .881 | Occurrence of Late Texts | 16.20 | 64.750 | .834 | . | .871 | Occurrence of Web Connect Failures | 16.80 | 76.000 | .545 | . | .892 | Occurrence of E-mail Connection Failures | 16.80 | 76.000 | .545 | . | .892 | Occurrence of Slow Downloads | 14.40 | 43.167 | .944 | . | .884 |

Scale Statistics | Mean | Variance | Std. Deviation | N of Items | 17.20 | 81.000 | 9.000 | 11 |

Appendix A
Initial Draft
Introduction
Thank you for taking the time to complete this survey. Your feedback is important is important to better serve you. Please help us by sharing your insights into your current cell phone provider and perceptions of the competitor’s services. This survey should only take about 10 minutes of your time, and your answers will be completely anonymous.
If you have any questions about the survey, please contact us at support@mycompany.com or call 800.555.1234.
Section 1
Please answer a few questions about your current cell phone provider. 1. Do you currently have a cell phone?
Yes
No
(If yes, please continue. If no, please skip to the next section) 2. Who is your current provider? AT&T Sprint Verizon T-Mobile 3. How would you rate your satisfaction with your current provider? Not at all satisfied Somewhat satisfied Satisfied Very satisfied Delighted

4. The following areas have been identified as problem areas in cellular service. Based on your perception, how often have each of these issues occurred in the last six months? | Frequently | Occasionally | Rarely | Almost Never | Dropped calls | | | | | Connection failures | | | | | Audio Issues | | | | | Failed/late e-mails | | | | | Lost calls | | | | | Text transmission failures | | | | | Late text notifications | | | | | Web connection errors | | | | | Email connection errors | | | | | Slow downloads | | | | |

5. Do you have a contract with your current provider? Yes No 6. How likely are you to purchase this service again? Definitely would purchase Likely to purchase Unsure Unlikely to purchase Definitely would not purchase 7. Have you used any provider other than your current provider? Yes No (skip logic will take respondent to section 2) 8. Which provider did you use? AT&T Sprint T-Mobile Verizon
Other ___________________________________________________________ 9. Why did you switch providers? Price Connection Issues Customer service issues Roaming issues Other (please indicate)_____________________________________________
Section II
The following questions address your general perceptions concerning cell phone service providers. 1. Secondary research indicates that individuals seek the following attributes. Please indicate the importance of each of these characteristics. | Not at all important | Very Unimportant | Neither Important or Unimportant | Very Important | Customer Service | | | | | Network Coverage | | | | | Price | | | | | Reliability of Service | | | | | Ease for travel | | | | | Service Choices | | | | | Good coverage area | | | | | 2. List any additional attributes that are important to you when selecting cellular service. |

3. Please rate each of the cell phone companies you are familiar with (either use, have used, or have researched) based on these criteria. If you are not familiar with the brand, please indicate not familiar.
AT&T
Not familiar ___
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Sprint
Not familiar ___
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

T-Mobile
Not familiar _______
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Verizon
Not familiar ___
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Other______________________________________
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Section III
Finally, please identify these few key demographics. This information will be kept anonymous, but it will allow our firm to compare subgroups for varied responses.
( indicates drop-down) 1. What is your gender?
Male
Female

2. What is your age? Select one 18-21 22-25 26-30 31-40 41-50 51-60 61 or over | 3. What is the highest level of education you have completed? Select one Less than high school High school/GED Some college 2-year Degree (Associate’s degree) 4-year Degree (BA or BS) Master’s Degree Doctoral Degree Professional Degree (MD, JD) | 4. What is your income Select One Less than $10,000 $10,000-$19,999 $20,000-$29,999 $30,000-$39,999 $40,000-$49,999 $50,000-$59,999 $60,000-$69,999 $70,000-$79,999 $80,000-$89,999 $90,000-$99,999 More than $100,000 |

Section IV
Our responses will be used to better understand the needs and preferences of cell phone customers. Thank you for your time.

Appendix B
The following is my initial survey draft. Upon receiving and applying feedback the final version will be created using Qualtrics survey software. As it will be conducted online, the survey will primarily consist of closed-ended questions. Some open-ended questions will be used for clarification or to identify options that might not have been considered.
Introduction
Thank you for taking the time to complete this survey. Your feedback is important is important to better serve you. Please help us by sharing your insights into your current cell phone provider and perceptions of the competitor’s services. This survey should only take about 10 minutes of your time, and your answers will be completely anonymous.
If you have any questions about the survey, please contact us at support@mycompany.com or call 800.555.1234.
Section 1
Please answer a few questions about your current cell phone provider. 10. Do you currently have a cell phone? Yes No
(If yes, please continue. If no, please skip to the next section) 11. Who is your current provider? AT&T Sprint Verizon T-Mobile 12. How would you rate your satisfaction with your current provider? Not at all satisfied Somewhat satisfied Satisfied Very satisfied Delighted

13. The following areas have been identified as problem areas in cellular service. Based on your perception, how often have each of these issues occurred in the last six months? | Frequently | Occasionally | Rarely | Almost Never | Dropped calls | | | | | Connection failures | | | | | Audio Issues | | | | | Failed/late e-mails | | | | | Lost calls | | | | | Text transmission failures | | | | | Late text notifications | | | | | Web connection errors | | | | | Email connection errors | | | | | Slow downloads | | | | |

14. Do you have a contract with your current provider? Yes No 15. How likely are you to purchase this service again? Definitely would purchase Likely to purchase Unsure Unlikely to purchase Definitely would not purchase 16. Have you used any provider other than your current provider? Yes No (skip logic will take respondent to section 2) 17. Which provider did you use? AT&T Sprint T-Mobile Verizon
Other ___________________________________________________________

9. Why did you switch providers? Price Connection Issues Customer service issues Roaming issues Other (please indicate)_____________________________________________
Section II
The following questions address your general perceptions concerning cell phone service providers. 4. Secondary research indicates that the following attributes are sought by individuals. Please indicate the importance of each of these characteristics. | Not at all important | Very Unimportant | Neither Important or Unimportant | Very Important | Customer Service | | | | | Network Coverage | | | | | Price | | | | | Reliability of Service | | | | | Ease for travel | | | | | Service Choices | | | | | Good coverage area | | | | | 5. List any additional attributes that are important to you when selecting cellular service. |

6. Please rate each of the cell phone companies you are familiar with (either use, have used, or have researched) based on these criteria. If you are not familiar with the brand, please indicate not familiar.
AT&T
Not familiar ___
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average Good coverage area
Below average Average Above Average

Sprint
Not familiar ___
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average
Good coverage area
Below average Average Above Average

T-Mobile
Not familiar _______
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average
Good coverage area
Below average Average Above Average

Verizon
Not familiar ___
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average
Good coverage area
Below average Average Above Average

Other______________________________________
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average
Good coverage area Below average Average Above Average
Section III
Finally, please identify these few key demographics. This information will be kept anonymous, but it will allow our firm to compare subgroups for varied responses.
( indicates drop-down) 5. What is your gender?
Male
Female

6. What is your age? Select one 18-21 22-25 26-30 31-40 41-50 51-60 61 or over | 7. What is the highest level of education you have completed? Select one Less than high school High school/GED Some college 2-year Degree (Associate’s degree) 4-year Degree (BA or BS) Master’s Degree Doctoral Degree Professional Degree (MD, JD) | 8. What is your income Select One Less than $10,000 $10,000-$19,999 $20,000-$29,999 $30,000-$39,999 $40,000-$49,999 $50,000-$59,999 $60,000-$69,999 $70,000-$79,999 $80,000-$89,999 $90,000-$99,999 More than $100,000 |

Section IV
Our responses will be used to better understand the needs and preferences of cell phone customers. Thank you for your time.

Appendix C
Link to Qualtrics Survey. http://seanacademic.qualtrics.com/SE/?SID=SV_djaXFhkMYdXfRIh References
Allen, K. (n.d.). Explaining Cronbach’s alpha. Retrieved October 29, 2013 from http://engineering.purdue.edu/SCI/pubs/Cronbach%20Alpha.pp
Burns, A. & Bush, R. (2010). Marketing Research (6th ed.). New York, NY. Prentice Hall.
IBM. (n.d.). Retrieved July 25, 2013 from http://publib.boulder.ibm.com/infocenter/spssstat/v20r0m0/index.jsp?topic=%2Fcom.ibm.spss.statistics.help%2Fchart_creation_vartypes.ht
Unesco. (n.d.). Types of variables Retrieved October 25, 2013, from http://www.unesco.org/webworld/idams/advguide/Chapt1_3.htm
Summated scales. (2011). Retrieved October 29, 2013 from http://www.utexas.edu/academic/ctl/assessment/iar/research/plan/method/survey-sum.php…...

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