Franklin Pierce College Cellular Service Market Research Study Prepared by: James Parrott Greg Desmarais Anthony Giovanangelo

Introduction There are many cellular phone service providers available around the United States There are many cellular phone service providers available around the United States When students, faculty, and staff come to Franklin Pierce College they hope that their cell phone will have service on campus When students, faculty, and staff come to Franklin Pierce College they hope that their cell phone will have service on campus Since cell phones are a vital part of the lives of many students, faculty, and staff on campus, we have taken the initiative to find out what services are most popular Since cell phones are a vital part of the lives of many students, faculty, and staff on campus, we have taken the initiative to find out what services are most popular Our purpose is to identify if there is a demand for another cellular service tower on campus Our purpose is to identify if there is a demand for another cellular service tower on campus Research will help to improve the communication needs of students, faculty, and staff with poor service Research will help to improve the communication needs of students, faculty, and staff with poor service

Problem Statement Research is necessary to determine if there is a demand from the Franklin Pierce College community for another cellular service tower on campus, other than the current U.S. Cellular provider. Research is necessary to determine if there is a demand from the Franklin Pierce College community for another cellular service tower on campus, other than the current U.S. Cellular provider.

Research Objectives 1. Identify what cellular service provider is the most popular on campus. 1. Identify what cellular service provider is the most popular on campus. 2. Identify if students, faculty, or staff would be willing to switch service providers if alternatives were available. 2. Identify if students, faculty, or staff would be willing to switch service providers if alternatives were available. 3. Identify which alternate provider the FPC community would prefer to have access to on campus. 3. Identify which alternate provider the FPC community would prefer to have access to on campus.

Methodology Problem Identification Problem Identification –Large proportion of the Franklin Pierce College community had poor cellular phone service –Identified the problem through personal experiences and input from other FPC students –Met with Marion Stone of Information Technology Department with proposal for the research study Development of Survey Development of Survey –After multiple drafts, survey was critiqued by both Dr. Little and the rest of the Market Research class –Purpose of survey was to determine if in fact there was a demand for another cellular service tower on campus other than the exist U.S. Cellular tower.

Methodology (cont.) Definition of Population Definition of Population –Students, faculty, and staff of the Franklin Pierce College community –1680 students and 300 faculty/staff Sample Size Sample Size –Non-probability convenience quota sampling method –160 people surveyed overall –23 faculty/staff –137 students  35 Freshmen, 34 Sophomores, 34 Juniors, 34 Seniors

Data Collection Method Data Collection Method –Collected data by means of an 8 question survey –As a group, hand collected each survey in classrooms and dormitories –Collection process took place between November Assumptions Assumptions –Each survey was answered honestly –The people taken the surveys understood the vocabulary and concepts within the survey Methodology (cont.)

Limitations Limitations –Small sample size –Limited amount of time did not allow group to gather a larger sample size –Determining how much weight to put on each subgroup of participants  Focus on the subgroup that it would effect the most Methodology (cont.)

Survey Questions 1. Do you own a cellular phone? 1. Do you own a cellular phone? 2. If “NO”, are you interested in purchasing a phone in the near future? 2. If “NO”, are you interested in purchasing a phone in the near future? 3. What provider do you currently use? 3. What provider do you currently use? –Sprint/Nextel, Cingular, Verizon, U.S. Cellular, T-Mobile, Other 4. How would you rate your current service on campus? 4. How would you rate your current service on campus? 5. If your current service on campus is poor, would you be interested in switching service providers? 5. If your current service on campus is poor, would you be interested in switching service providers? 6. If you answered “YES”, what service provider would you like available on campus? 6. If you answered “YES”, what service provider would you like available on campus? 7. How are you affiliated with Franklin Pierce College? 7. How are you affiliated with Franklin Pierce College? –Student or Faculty/Staff 8. If you are a student, indentify you class standing. 8. If you are a student, indentify you class standing.

Results – Question 1

Results – Question 2

Results – Question 3

Results – Question 4

Results – Question 4 (cont.)

Results – Question 5

Results – Question 6

Results – Question 7

Results – Question 8

Cross Tabulation #1

Cross Tabulation #1 (cont.)

Cross Tabulation #2

Cross Tabulation #2 (cont.)

Cross Tabulation #3

Discussion According to our overall results the majority of the campus community uses or would like to use Sprint/Nextel or Verizon as their service provider According to our overall results the majority of the campus community uses or would like to use Sprint/Nextel or Verizon as their service provider –Literature stated that Verizon was the best overall service provider while Sprint/Nextel wasn’t even mention among the top providers Although literature states that features and price are the top two aspects looked at when buying a phone, study shows that more people are having to chose phones that go along with the services that are available in the areas they live Although literature states that features and price are the top two aspects looked at when buying a phone, study shows that more people are having to chose phones that go along with the services that are available in the areas they live Study coincides with literature that it is hard to cover the entire United States with most cellular services leaving many dead spots in the less populated areas Study coincides with literature that it is hard to cover the entire United States with most cellular services leaving many dead spots in the less populated areas

Conclusions Research Objective 1 - Identify what cellular service provider is the most popular on campus Research Objective 1 - Identify what cellular service provider is the most popular on campus Verizon was the most popular with 40.4 % Verizon was the most popular with 40.4 % –Of the 48 students that used Verizon only 8 were Freshman 24.8 of the sample uses Sprint/Nextel 24.8 of the sample uses Sprint/Nextel –Of the 29 students that used Sprint/Nextel 12 were Freshman 18.4% of the sample uses Cingular 18.4% of the sample uses Cingular

Research Objective 2 - Identify if students, faculty, or staff would be willing to switch service providers if alternatives were available. Research Objective 2 - Identify if students, faculty, or staff would be willing to switch service providers if alternatives were available. Of the 149 people surveyed that had cell phones 44% said they would be willing to change services if an alternate provider was available Of the 149 people surveyed that had cell phones 44% said they would be willing to change services if an alternate provider was available Data shows that a new service provider would attract a large number of the Franklin Pierce College community population to change services if it were available Data shows that a new service provider would attract a large number of the Franklin Pierce College community population to change services if it were available Conclusions (cont.)

Research Objective 3 - Identify which alternate provider the FPC community would prefer to have access to on campus Research Objective 3 - Identify which alternate provider the FPC community would prefer to have access to on campus Sprint/Nextel was the most popular among all providers when asked what alternate service the FPC community would most like to have access to on campus (42.9%) Sprint/Nextel was the most popular among all providers when asked what alternate service the FPC community would most like to have access to on campus (42.9%) Although Verizon already has above average service on campus, data showed that the FPC community would like to have a tower as opposed to the current repeater already on campus to enhance service Although Verizon already has above average service on campus, data showed that the FPC community would like to have a tower as opposed to the current repeater already on campus to enhance service

Recommendations Construct a new Sprint/Nextel service tower on campus to better serve the FPC community Construct a new Sprint/Nextel service tower on campus to better serve the FPC community –24.8% of sample already have Sprint/Nextel –42.9% of sample would like to see Sprint/Nextel available on campus Inform incoming students of the best cellular services available on campus Inform incoming students of the best cellular services available on campus

Questions ? Thank you!