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CM 321 Quantitative Research Project

Molly Byrd, Michelle Perez, Sylvania Tse, & Tiffany Wohlers

CM 321 Quantitative Research Project

Molly Byrd, Michelle Perez, Sylvania Tse, & Tiffany Wohlers

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What is BU Mobile?What is BU Mobile?

A potential Mobile service with applications that cater directly to the BU network

A project in conjunction with WiMAX, a city-wide wireless internet service

A potential Mobile service with applications that cater directly to the BU network

A project in conjunction with WiMAX, a city-wide wireless internet service

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Research ProblemsResearch Problems

What do BU students currently their mobile devices for?

What mobile device applications serve the needs and wants of BU students?

What content accessed on computers would BU students desire to have access to on the go?

What is the upper limit cost BU students are willing to pay for WiMAX?

Is there an interest in this new technology?

What do BU students currently their mobile devices for?

What mobile device applications serve the needs and wants of BU students?

What content accessed on computers would BU students desire to have access to on the go?

What is the upper limit cost BU students are willing to pay for WiMAX?

Is there an interest in this new technology?

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MethodologyMethodology

Sample Frame: BU Facebook Friends, COM Newsletter, BU Film/TV Blog

Sample Size: 323 Sample Unit: A Boston University

Student Data was gathered in a quantitative

online survey through the website: www.Qualtrics.com

Sample Frame: BU Facebook Friends, COM Newsletter, BU Film/TV Blog

Sample Size: 323 Sample Unit: A Boston University

Student Data was gathered in a quantitative

online survey through the website: www.Qualtrics.com

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Cellular News Cellular News

Top 2 selling mobile phones: Apple iPhone, Nokia 3109

Growing trend: Consumers want more capabilities at their fingertips & from a single device

Top 2 selling mobile phones: Apple iPhone, Nokia 3109

Growing trend: Consumers want more capabilities at their fingertips & from a single device

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Phone CarriersPhone Carriers

46.9%

5.0%

32.9%

14.0%

0.3% 1.0%

Verizon

Sprint

AT&T

Tmobile

Virgin Mobile

Other

46.9%

5.0%

32.9%

14.0%

0.3% 1.0%

Verizon

Sprint

AT&T

Tmobile

Virgin Mobile

Other

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Current Uses for Current Devices

Current Uses for Current Devices

100%96.71%

85.48%

76.16%

57.26%

43.29%40%

47.67%

66.58%

39.45%

0%10%20%30%40%50%60%70%80%90%

100% CallingText MessagingPicture TakingPicture MessagingVideo RecordingVideo MessagingEmailInternetMusic/GamesInstant Messaging

100%96.71%

85.48%

76.16%

57.26%

43.29%40%

47.67%

66.58%

39.45%

0%10%20%30%40%50%60%70%80%90%

100% CallingText MessagingPicture TakingPicture MessagingVideo RecordingVideo MessagingEmailInternetMusic/GamesInstant Messaging

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Statistical EvidenceStatistical Evidence

66% of BU students do not have internet plans on their mobiles

Of the 34 % who do have internet: Only 44% feel that it is

easy to access the internet

43% are only somewhat satisfied, and 34% are less than satisfied

66% of BU students do not have internet plans on their mobiles

Of the 34 % who do have internet: Only 44% feel that it is

easy to access the internet

43% are only somewhat satisfied, and 34% are less than satisfied

There is a student market that has not been fully tapped for internet service

Even those who have internet want better service

There is a student market that has not been fully tapped for internet service

Even those who have internet want better service

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Mobile InternetMobile Internet

Of those who have internet, most users say they access the internet on their phones Often

This shows the growing trend towards the constant and increased use of internet

Of those who have internet, most users say they access the internet on their phones Often

This shows the growing trend towards the constant and increased use of internet

6%12%

16%

39%

27%

Never

Rarely

Sometimes

Often

Always6%

12%

16%

39%

27%

Never

Rarely

Sometimes

Often

Always

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Internet UsageInternet Usage

79%

87%

68%

64%

66%

75%

10%

0% 20% 40% 60% 80% 100%

Other

Maps/Directins

News

Social Networking

Weather

Looking Up Info.

Email

79%

87%

68%

64%

66%

75%

10%

0% 20% 40% 60% 80% 100%

Other

Maps/Directins

News

Social Networking

Weather

Looking Up Info.

Email

The ‘Other’ Category includes: Sports, Music Streaming, Movies

The most popular use of Internet is Looking Up information-- which includes Websites like Blackboard, Courseinfo,& the StudentLink

The ‘Other’ Category includes: Sports, Music Streaming, Movies

The most popular use of Internet is Looking Up information-- which includes Websites like Blackboard, Courseinfo,& the StudentLink

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Current Resources - Current Satisfaction

1 = Very Dissatisfied; 2 = Somewhat Dissatisfied; 3 = Neutral; 4 = Somewhat Satisfied; 5 = Very 1 = Very Dissatisfied; 2 = Somewhat Dissatisfied; 3 = Neutral; 4 = Somewhat Satisfied; 5 = Very SatisfiedSatisfied

Current Resources - Current Satisfaction

1 = Very Dissatisfied; 2 = Somewhat Dissatisfied; 3 = Neutral; 4 = Somewhat Satisfied; 5 = Very 1 = Very Dissatisfied; 2 = Somewhat Dissatisfied; 3 = Neutral; 4 = Somewhat Satisfied; 5 = Very SatisfiedSatisfied

No category had either a mode or mean average above Somewhat Satisfied

The mean ranged from 2.81 - 3.79(Somewhat Dissatisfied/Neutral - Somewhat Satisfied)

No category had either a mode or mean average above Somewhat Satisfied

The mean ranged from 2.81 - 3.79(Somewhat Dissatisfied/Neutral - Somewhat Satisfied)

1

1.5

2

2.5

3

3.5

4

4.5

5

VPN

On Campus Comp.On Campus Printers

Convenience Points Purchase

Event Ticket Purchase

Daily Free Press & BU Today

Academic Notifications

BU Networking/Communication

On Campus Event Info.Off campus Event Info.

Mode

Median

Mean

1

1.5

2

2.5

3

3.5

4

4.5

5

VPN

On Campus Comp.On Campus Printers

Convenience Points Purchase

Event Ticket Purchase

Daily Free Press & BU Today

Academic Notifications

BU Networking/Communication

On Campus Event Info.Off campus Event Info.

Mode

Median

Mean

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What BU Students WantWhat BU Students Want

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Content BU Students Will Use

1 = Never; 2 = Rarely; 3 = Sometimes; 4 = Often; 5 = Always

Content BU Students Will Use

1 = Never; 2 = Rarely; 3 = Sometimes; 4 = Often; 5 = Always

1

1.5

2

2.5

3

3.5

4

4.5

5

Webmail

Academic Notif."Insider" Blog

BUTV

Bus/T Tracking

WTBU

ModeMedianMean

1

1.5

2

2.5

3

3.5

4

4.5

5

Webmail

Academic Notif."Insider" Blog

BUTV

Bus/T Tracking

WTBU

ModeMedianMean

Top Apps Students see themselves using: Webmail, Bus/T Tracking, and Academic Notifications

Although many applications were attractive to students, these would be used most often

Low suspected frequency of use: BUTV, WTBU, & “Insider” Blog

Top Apps Students see themselves using: Webmail, Bus/T Tracking, and Academic Notifications

Although many applications were attractive to students, these would be used most often

Low suspected frequency of use: BUTV, WTBU, & “Insider” Blog

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On the Go AccessOn the Go Access

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Most Important Mobile Applications

1 = Never; 2 =Rarely; 3 = Sometimes; 4 = Often; 5 = Always

Most Important Mobile Applications

1 = Never; 2 =Rarely; 3 = Sometimes; 4 = Often; 5 = Always

1

1.5

2

2.5

3

3.5

4

4.5

5

Webmail

Blackboard/Courseinfo

StudentLinkFitRec Sched.BU "Insider" Blog

Print Queues/Comp. Availability

On Campus EventsOff Campus EventsBargains/Discounts

BUTVWTBU

Bus/T Tracking

BU Chat/NetworkingAcademind Notifications

ModeMedianMean

1

1.5

2

2.5

3

3.5

4

4.5

5

Webmail

Blackboard/Courseinfo

StudentLinkFitRec Sched.BU "Insider" Blog

Print Queues/Comp. Availability

On Campus EventsOff Campus EventsBargains/Discounts

BUTVWTBU

Bus/T Tracking

BU Chat/NetworkingAcademind Notifications

ModeMedianMean

Although students felt that they would use Off Campus updates more frequently than Bargain/Discounts, students felt that having Bargains/Discounts was more important compared to Off Campus Updates

Although students felt that they would use Off Campus updates more frequently than Bargain/Discounts, students felt that having Bargains/Discounts was more important compared to Off Campus Updates

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Student SuggestionsStudent Suggestions 4 participants

suggested an interactive Campus Map

3 students requested a Classroom/Team Room reservations app

3 students interested in a Daily Free Press feed

3 participants suggested an Emergency Notification App

4 participants suggested an interactive Campus Map

3 students requested a Classroom/Team Room reservations app

3 students interested in a Daily Free Press feed

3 participants suggested an Emergency Notification App

Other Suggestions: Laundry Facility

Availability Dining Hall Menus Building Hrs. Food Delivery/Area Dining SMGTools YouTube Printing from Handheld Student/Faculty Directory Library/Equip. Due Dates Work/Study Time Slots Weather

Other Suggestions: Laundry Facility

Availability Dining Hall Menus Building Hrs. Food Delivery/Area Dining SMGTools YouTube Printing from Handheld Student/Faculty Directory Library/Equip. Due Dates Work/Study Time Slots Weather

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WiMAX AppealWiMAX Appeal6%

11%

34%32%

17%

Very Unappealing

Somewhat Unappealing

Neutral

Somewhat Appealing

Very Appealing

6%

11%

34%32%

17%

Very Unappealing

Somewhat Unappealing

Neutral

Somewhat Appealing

Very Appealing

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Consumer Willingness To Pay

Consumer Willingness To Pay

11%

3%

0%

86%

$0.00 - $10.00$10.01- $15.00$15.01 - $20.00More Than $20.00

11%

3%

0%

86%

$0.00 - $10.00$10.01- $15.00$15.01 - $20.00More Than $20.00

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Purchasing WiMAXPurchasing WiMAX

35%

21%

22%

20%

2%

Very Unlikely

Unlikely

Neutral

Likely

Very Likely

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LimitationsLimitations

Sampling Methods Drop out rates - 16.75% Never finished

Several Scales, Lack of knowledge about WiMAX & Phone Applications

Misinterpretation of Questions Inappropriate Responses/Outliers Working in Conjunction with the Film/TV

Class Communication, Timing, Resources

Sampling Methods Drop out rates - 16.75% Never finished

Several Scales, Lack of knowledge about WiMAX & Phone Applications

Misinterpretation of Questions Inappropriate Responses/Outliers Working in Conjunction with the Film/TV

Class Communication, Timing, Resources

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Future ResearchFuture Research How do you think WiMAX would affect your academic

experience? Why did students respond more positively to academic

applications versus entertainment? In what other networks would you find WiMAX useful? Review errors from this research and improve questions for

greater information/data

How do you think WiMAX would affect your academic experience?

Why did students respond more positively to academic applications versus entertainment?

In what other networks would you find WiMAX useful? Review errors from this research and improve questions for

greater information/data

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General Recommendations

General Recommendations

Create Buzz / Provide Information to Students about WiMAX

Have BU provide the service to students free of charge or as a part of enrollment tuition

Create Buzz / Provide Information to Students about WiMAX

Have BU provide the service to students free of charge or as a part of enrollment tuition