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7/31/2019 RMD_Mid Term Submission
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Group 11
Deep Sinha (1111021)
Arnab Biswas (1111090)
Rohit Kumar Verma (1111 139)
Nirmalya Mandal (1111200)
Abhilash Kumar Sethi (1111323)
Kishore Kumar Gangwani (1121011)
Research in Marketing Decisions
Prof. NB Kanagal
Submission 2
Repositioning and Competitive
Analysis of Internet Explorer
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Table of ContentsAbstract ................................................................................................................................................... 3
1. History ............................................................................................................................................. 4
2. Major Web Browsers and Market Share ........................................................................................ 4
2.2 Market Share................................................................................................................................. 4
2.2 Usage Drivers ................................................................................................................................ 4
3. Primary Research Findings and Methodology ................................................................................ 5
3.1 Pilot Surveys .................................................................................................................................. 5
3.2 Focus Group Study ........................................................................................................................ 6
3.3 Depth Interview ............................................................................................................................ 6
4. Marketing Decision Problem........................................................................................................... 8
5. Marketing Research Problem ......................................................................................................... 9
6. Research Approach ............................................................................................................................. 9
6.1 Analytical Models .......................................................................................................................... 9
6.2 Research Questions .................................................................................................................... 10
6.3 Hypothesis and Specification of Information needed ................................................................ 11
7. Research Design ............................................................................................................................ 13
7.1 Research type .............................................................................................................................. 13
7.2 Descriptive Research Design ....................................................................................................... 14
Surveys .......................................................................................................................................... 14
8. Measurement and Scaling procedures ......................................................................................... 14
9. Sampling Plan ................................................................................................................................ 15
9.1 Target population ....................................................................................................................... 15
9.2 Sampling Technique .................................................................................................................... 15
10. Way ahead ................................................................................................................................... 15
11. References ................................................................................................................................... 15
Appendix I ............................................................................................................................................. 16
Appendix II ............................................................................................................................................ 16
Appendix III ........................................................................................................................................... 17
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Abstract
This preliminary report explores the attributes that an average user of Internet user in looks for in a
browser. The concepts learnt in the course Research for Marketing Decisions are used to devise a
methodology to go about the research. The purpose of the project is to answer the management
decision problem by formulating various management research problems and their corresponding
questions and then by analysing and rejecting the hypothesis.
The Management Decision Problem (MDP) that is studied in this project is to find the profile for the
user of web-browsers and decide which segments of the population Internet Explorer should target.
Based on customer profiling studies, we would also recommend what re positioning strategy Internet
Explorer should adopt.
To investigate the MDP suitable marketing research problems such as the expectations of user from
a web browser, determination of the image of Internet Explorer among the general consumers,
determination of user awareness and perception of Internet Explorer and the market segment that
Internet Explorer should consider to target were identified. Data collection was done through pilot
surveys, focus group discussions and in depth interviews.
The research methodology consists of both primary and secondary research. Focus group discussion,
depth-interview and pilot survey were employed as exploratory research to understand consumer
perceptions about various Internet browsers and in particular Internet Explorer, compared to the other
competitors and used laddering technique to understand the hidden intent behind web browser
choosing preference.
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1. HistoryThe history of browser can be traced back to 1990 when Tim Berners-Lee invented a web browser
called WorldWideWeb and was later renamed Nexus. In 1993, Mosaic was invented which was later
renamed to Netscape which had brought revolution in the world of internet browsers. Netscape is still
considered to be the worlds most popular browser of all time.
2. Major Web Browsers and Market ShareDuring 1994, Netscape captured 90% of the entire browser market. Microsoft responded to Netscape
with it Internet Explorer 1.0 in 1995 embedded with Windows 95, initiating the industrys first
browser war. Internet Explorer gradually snatched the browser market from in 1998; Netscape came
into the market with a different product mix with the name Mozilla Firefox in an attempt to compete
in the market with an open source software model. Firefoxs usage share went up from 7.4% in late
2004 to 27.7% in August 2011. Apple entered into the market with its Safari in January 2003 and
accounts for over 7.15% of the entire browser market currently. The most recent entrant to the
browser market is Googles Chrome. After being released in September2008, it has grown leaps and
bounds by doubling its share from 7.7% to 15.5% in August 2011. This increase is largely at the
expense of Internet Explorer.
2.2 Market Share
Market share of the web browsers over past 10 years are given in Appendix I
2.2 Usage Drivers
The main usage drivers for a browser are simplicity and speed. Different groups of users also look at
other features like security, compatibility and added features like syncing data stored in web browsers
over different personal devices like PC, mobile phone etc. A user exercise his loyalty towards a web
browser once its satisfies all his needs. Users are likely to switch to a different browser only when the
new browser offers considerably attractive features over the current browser. Usage is also largely
governed by peer group usage and feedback and general perception of the web browser.
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3.2 Focus Group Study
The focus interview has been conducted among 6 people who having an IT background and are
technical savvy in internet and communication technology and are also interested in Internet
browsers.
Browsers are important for their simplicity, speed, security. Google chrome is a popular browser.
Every single tab is a sublet process in case of Google Chrome. Internet Explorer (IE) uses a single
processor for all the tabs, so it will have to close all tabs if one tab is unresponsive. IE allows better
streaming and saving of flash files. Mozilla is the best in add on features. IE is slow in initial start-up
time. Developer community recommends IE and then they move out to other browsers as IE has the
first mover advantage. Google chrome captures all usage data and uses it for marketing purpose.
Mozilla does not do that. IE is slow and secure. Most existing websites are not compatible with new
version of IE (9). Developers are not using new version of IE. Most users are afraid of upgrading their
browsers because they fear they might lose data and other bookmarks. IE executes java script
sequentially but Google uses parallel processing. Most people do not care about the security features.
Most people are not aware of security issues. So IEs high security features are not popular among its
users. Chrome has an open data policy. To increase market share Microsoft should make it an open
source browser, this will increase the developer communitys interest in the new browser (IE 9) and
thereby we can have more websites that are compatible with IE 9 and HTML 5. Microsoft should
focus on tablets and smartphones as the new platform for expansion and increasing its market share.
Opera is biggest browser in mobile platform and has the largest market share in the mobile browser
platform.
3.3 Depth Interview
The in-depth interview is done with Vikram Bodavula who had engineering in Computer Science
discipline and worked in Samsung India for 4 years.
Q1: What are the attributes that make a browser important?
A: Simplicity, Speed, Security. Google chrome is a popular browser. Every single tab is a sublet
process in case of Google Chrome. Internet Explorer (IE) uses a single processor for all the tabs, so it
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will have to close all tabs if one tab is unresponsive. IE allows better streaming and saving of flash
files. Mozilla is the best in add on features. IE is slow in initial start-up time. IE uses cache memory
tries to get most of the data first and displays it; that is why its initial loading time is large. Google
provides good looks and it fetches data and displays it is available to it. Google chrome captures all
usage data and uses it for marketing purpose.
Q2: What features are the most important driver for users and perception of IE as web
browser?
A: Simplicity and speed, security and loading time and flash support. IE is slow and secure. Websites
are not compatible with new version of IE (9). Most users are afraid of upgrading their browsers
because they fear they might lose data and other bookmarks.
Q3: What is the security features that users look in the browsers?
A: Most people are not aware of security issues. So IEs high security features a re not popular among
its users. Chrome has an open data policy. People can download their bookmarks and mail data and
account information. But it is very tricky in IE, like one cannot find/recover their saved passwords.
Q4: What should IE do regarding its current position?
A: Microsoft should make it an open source browser; this will increase the developer communitys
interest in the new browser (IE 9). Microsoft should focus on tablets and smartphones as the new
platform for expansion and increasing its market share.
Q5: What are the other things that you can say about IE and other browsers?
For IE plug-ins are less. So it cannot use the parallel processing capability to make websites open fast.
Google chrome gives by default to save file as pdf while printing. These features are not present in IE.
Strong points of IE: IE as a browser has the first mover advantage in the web-browser market, i.e. it
is the most popular and used browser
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Weak points of IE: IE does not have multi language support in-built in it. It does not translate
automatically web pages in other languages to the language user prefers. IE does have new features
like Web-Accelerators, but unfortunately is not popular with users. It has less plug-in support for
scripts.
In our interviews, we used the concept of laddering, which is a technique for conducting in
depth interviews in which a line of questioning proceeds from product/brand characteristics to
user characteristics (Malhotra, Dash p 150). We used it to obtain the terminal value that can be
associated with of each of the desirable attributes. The above exercise provided us with a list of
attributes associated with web browser. These are:
4. Marketing Decision ProblemIteration 1- Identify the best repositioning strategy for Internet Explorer to increase its user base
Iteration 2- What features and attributes would appeal to the internet user, and thus create loyalty and
retain a user base for Internet Explorer.
Iteration 3- Profile a typical internet user and identify how Internet Explorer should position its new
versions to increase its market share.
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5. Marketing Research Problem To analyze the user preferences with respect to the various features expected from a web browser. To determine the user segments that Internet explorer should target to increase its market share. To analyze the competitive scenario among web browsers and find the existing positioning of
Internet explorer
To determine the positioning and promotion strategy to be employed with the targeted usersegments
6. Research Approach
6.1 Analytical Models
We use the AIDA model to define the user preference and brand loyalty towards web browsers.
Figure: Analytical model to define user preference and brand loyalty towards web browsers
Attention
The first step towards marketing a technology product is getting the attention of the user. Attention
can be gained through various ways.
Strong Imagery
The use of strong imagery has always been a powerful way to get a potential users attention. This has
been successfully exemplified by Apples ads which have strong imagery.
Strong Typography
Another way of attracting attention is through strong typography using colour and whitespace to
maximize the effect.
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Interest
In the previous section, we saw how aesthetic enhancements can be used to get the customers
attention. But along with that, the customer needs to know how your product or service will help
them. In this case, giving a list of features is not enough; you need to express to your users how those
features will benefit them.
Interest Through Practical Benefits
The product we are advertising should help the user in some way. In the case of web browser
besides providing the basic functionality to surf the web the browser should for instance either reduce
the users repetitive tasks, give him access to additional functionalities or help in better streaming of
videos.
Desire
The next step in the AIDA model is desire, which is a natural extension of interest. After youve
grabbed a consumers attention, and obtained their interest, you need to keep that interest going by
promoting the product in such a way that the user will begin to grow in their desire for it. This is
probably the most difficult of any of the steps in the AIDA model, and can encompass a number of
different techniques.
Action
After getting the users attention, arousing their interest, and stimulating their desire for the product,
the user needs to have a clear way to take action. Whether its to sign up for your service, purchase
your product, or download a trial of your app, the visual enticement to take action should be elegant,
beautiful, and convenient.
6.2 Research Questions
To determine consumers expectations of a Web Browser
1-Do more than 50% consumers prefer other browsers to Internet Explorer?
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2- Are added features and customization of a browser (plug-ins etc.) valued the most by internet
users?
3- Are security features more important factor than added features while deciding which browser to
use?
4- Is compatibility across different machines or OS a more important factor than security for
consumers while using an Internet Browser?
To determine Internet Explorers image among web browsers
5- Does IE only convey the image of a web browser that comes bundled with Windows?
To determine consumer awareness and perception of Internet Explorer
6- Are newer versions of Internet Explorer perceived to be similar to the suite of older versions?
7- Is security the most desirable feature of Internet Explorer?
To determine the market segment that Internet Explorer needs to target
8- Does a typical Internet Explorer user belong to the office going segment that uses Internet Explorer
as it come bundled with Windows?
9- Is Internet Explorer used by web enthusiasts, developers, university students who use web browsers
extensively on their personal computers?
10- Will Internet Explorer be an alternative to newer versions of Firefox and Chrome?
6.3 Hypothesis and Specification of Information needed
The hypotheses generated after the exploratory research were tested using various conclusive
research techniques. Following is the summary of the hypotheses tested and the corresponding
scales used.
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# Hypothesis Data Required Scale/
Method
To determine consumersexpectations of a Web Browser
1 H0: More than 50% consumers prefer IE over other browsers
H1: Lessthan 50% consumers prefer IE over other browsers
Non-metric
(Agree/Disagr
ee)
Nominal
2 H0: Added features/customization is an important factor while using
a web browser
H1: Added features/customization is not an important factor while
using a web browser
Metric
(Rating)
Interval
3 H0: Security is a more important factor than added
features/customization while deciding to use a Web browser.
H1: Security is not a more important factor than added
features/customization while deciding to use a Web browser.
Metric
(Rating)
Interval
4 H0: Compatibility across different machines or OS a more importantfactor than security for consumers while using an Internet Browser
H1: Compatibility across different machines or OS is not a more
important factor than security for consumers while using an Internet
Browser
Metric
(Rating)
Interval
To determine IEs image among web browsers
5 H0:IE only conveys the image of a web browser that comes bundled
with Windows
H1: IE does not only conveys the image of a web browser that
comes bundled with Windows
Metric
(Rating)
Interval
(Likert)
To determine consumer awareness and perception of Internet Explorer
6 H0: Newer versions of Internet Explorer perceived to be similar to
the suite of older versions
Metric
(Rating)
Interval
(Likert)
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H1: Newer versions of Internet Explorer are not perceived to be
similar to the suite of older versions
7 H0: Security is the most desirable feature of Internet Explorer
H1: Security is not the most desirable feature of Internet Explorer
Non-metric
(Rank)
Ordinal
To determine the market segment that Internet Explorer needs to target
8 H0: Internet Explorer is used mostly by the office going segment
who uses Internet Explorer as it come bundled with Windows
H1: Internet Explorer is not used mostly by the office going segment
who uses Internet Explorer as it come bundled with Windows
Non-metric
(Usage
intention)
Nominal
9 H0: Internet Explorer is used by web enthusiasts, developers,
university students who use web browsers extensively on their
personal computers
H1: Internet Explorer is not used by web enthusiasts, developers,
university students who use web browsers extensively on their
personal computers
Metric
(Rating)
Interval
(Likert)
10 H0: Internet Explorer is an alternative to newer versions of Firefox
and Chrome
H1: Internet Explorer is not an alternative to newer versions of
Firefox and Chrome
Non-metric
(Purchase
decision)
Nominal
7. Research Design7.1 Research type
We have used descriptive research, because findings from this study would be used as input into
decision making. In our study, the decision involves deciding what segments to target for Internet
Explorer. After deriving the marketing decision problem and the marketing research questions, we
will test specific hypotheses by collecting and analysing information obtained from a sample of
potential customers to answer our research questions, and subsequently, solve the marketing decision
problem.
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7.2 Descriptive Research Design
Descriptive research is a type of conclusive research that has as its major objective the description of
somethingusually market characteristics or functions. In our research problem, we will be focusing
on describing user preferences in a web browser, as well as describing the user segments that Internet
Explorer should target in order to correctly position itself in the market. The descriptive research will
form the basis for answering our marketing research problem.
Surveys
Internet Explorer is competing in high competitive web browser market, with already available
multiple options. A typical user of Internet Explorer is office going segment, web enthusiasts,
developers and students. These users typically use computer, mobile-phones and PDA to E-mail, get
information on internet and for other many purposes. Since access to internet is easy and quick, hence,
email, internet survey can be used suitably for obtaining information about consumer behaviour and
preference.
In this method, emails would be sent to target participants and obtained information will be used for
further analysis.
8. Measurement and Scaling proceduresThe scale categories and scaling procedures for various marketing research objects are given below:
Marketing research object Scale categories Scaling procedure
Attributes of an ideal web
browser: Security, Customization,
Compatibility, FeaturesNot very important, not
important, neutral, important,
very important
Ordinal (Likert)
Factor analysis for the attributes
of Web Browser Rating on a constant sum of100 Interval (Constantsum)Attributes of Internet Explorer:
Security, Customization,
Compatibility, FeaturesNot very important, not
important, neutral, important,
very important
Ordinal (Likert)
Factor analysis for the attributes
of Internet Explorer Rating on a constant sum of100 Interval (Constantsum)
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9. Sampling PlanFor our research, the target population, sampling frame and sampling technique defined is as follows:
9.1 Target population
Element:Male or female in the age group of 20- 35 years who is a user of web browsers.
Sampling unit:Same as element; Extent: Bangalore metropolitan; Time:2012
9.2 Sampling Technique
We have used disproportionate stratified sampling for our research. Firstly within the age-group 20-27
we have the maximum population proportion. Secondly in the age group of 20-27 the number of
savvy and informed internet users will be maximum and who will be able to give us a true picture of
web browser usage which will increase the precision of sampling. Hence we plan to draw maximum
number of respondents from this age-group.
Once sampling is done, in each stratum a sample preselected from a set of e-mail addresses would be
sent an invitation to the survey URL. The responses once collected would be pre-processed before
conducting a detailed analysis on it.
10. Way aheadWe will continue our research for the rest of the term from data collection. We will conduct data
analysis using several techniques on the survey data that we obtain and subsequently perform
statistical tests to infer the strong attributes of a typical web browser user. We will use these attributes
and the key factors of user choice using Factor analysis technique to devise a successful repositioning
strategy for Internet explorer to increase its web-browser market share.
11. References1. http://www.consumersearch.com/web-browser-reviews/how-to-choose-a-web-browser2. http://www.wjunction.com/14-news-current-events/110428-perception-killing-internet-
explorer.html
3. http://www.tomshardware.com/news/browsers-ie-chrome-firefox-mozilla,14410.html4. http://en.wikipedia.org/wiki/Usage_share_of_web_browsers5. http://www.w3schools.com/browsers/browsers_stats.asp6. http://gs.statcounter.com/
http://www.consumersearch.com/web-browser-reviews/how-to-choose-a-web-browserhttp://www.consumersearch.com/web-browser-reviews/how-to-choose-a-web-browserhttp://www.wjunction.com/14-news-current-events/110428-perception-killing-internet-explorer.htmlhttp://www.wjunction.com/14-news-current-events/110428-perception-killing-internet-explorer.htmlhttp://www.wjunction.com/14-news-current-events/110428-perception-killing-internet-explorer.htmlhttp://www.wjunction.com/14-news-current-events/110428-perception-killing-internet-explorer.htmlhttp://www.wjunction.com/14-news-current-events/110428-perception-killing-internet-explorer.htmlhttp://www.tomshardware.com/news/browsers-ie-chrome-firefox-mozilla,14410.htmlhttp://en.wikipedia.org/wiki/Usage_share_of_web_browsershttp://en.wikipedia.org/wiki/Usage_share_of_web_browsershttp://www.w3schools.com/browsers/browsers_stats.asphttp://www.w3schools.com/browsers/browsers_stats.asphttp://gs.statcounter.com/http://gs.statcounter.com/http://gs.statcounter.com/http://www.w3schools.com/browsers/browsers_stats.asphttp://en.wikipedia.org/wiki/Usage_share_of_web_browsershttp://www.tomshardware.com/news/browsers-ie-chrome-firefox-mozilla,14410.htmlhttp://www.wjunction.com/14-news-current-events/110428-perception-killing-internet-explorer.htmlhttp://www.wjunction.com/14-news-current-events/110428-perception-killing-internet-explorer.htmlhttp://www.consumersearch.com/web-browser-reviews/how-to-choose-a-web-browser7/31/2019 RMD_Mid Term Submission
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Appendix I
Market share of Web browsers
Appendix II
Pilot Survey
Link of Pilot survey:
https://qasiatrial.asia.qualtrics.com/WRQualtricsSurveyEngine/?SID=SV_89bkBL9rOBFj3mY&_=1
Q1. How often do you use your computer?
Q2. What do you use your computer for?
Q3. How many hours a day do you spend on internet?
Q4. Which of these browsers are you aware of?
Q6. How important is web browser initial load speed?
Q7. What are the important factors for choosing a Web Browser? (Drag the factors to the box on the
right and arrange them according in descending order of their importance)
Q8. How will you describe the services of web browsers on following parameters?
Q9. What is your favourite Web Browser?
Q10. Have you used or familiar with Internet Explorer?
Q11. If answer to previous question is 'Yes', rate Internet Explorer based on the given parameters.
https://qasiatrial.asia.qualtrics.com/WRQualtricsSurveyEngine/?SID=SV_89bkBL9rOBFj3mY&_=1https://qasiatrial.asia.qualtrics.com/WRQualtricsSurveyEngine/?SID=SV_89bkBL9rOBFj3mY&_=1https://qasiatrial.asia.qualtrics.com/WRQualtricsSurveyEngine/?SID=SV_89bkBL9rOBFj3mY&_=17/31/2019 RMD_Mid Term Submission
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Q12. Are you aware of the latest features offered by Internet Explorer 8 / 9 / 10?
Q13. (Based on your previous response) If you came to know about the features and advantages of
Internet Explorer, will you consider using it?
Appendix III
Pre Test Survey Questionnaire
1. How often do you use your computer?2. Less than 1 hour3. 1 - 3 hours4. 4 - 6 hours5. 7 - 9 hours6. More than 9 hours2. What do you use your computer for?
Internet Work Personal Learning Gaming Others (please specify) ____________________
3. How many hours a day do you spend on internet?
______ Indicate the number of hours you spend on internet by sliding the bar
4. Which of these browsers are you aware of?
Internet Explorer Google Chrome Others (please specify) ____________________ Mozilla Firefox Opera5. Which of these browsers do you use as your default web browser at home?
Internet Explorer Google Chrome Others (please specify) ____________________ Mozilla Firefox
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Opera6. Which browser do you use most frequently at work / college?
Internet Explorer Google Chrome Others (please specify) ____________________ Mozilla Firefox Opera7. Which of these browsers do you use for your mobile phone?
Internet Explorer Google Chrome Others (please specify) ____________________ Opera Mozilla Firefox8. In last 6 months, was your Computer got affected by any virus? If 'Yes' or 'No', which web
browser you were using?
Yes No9. If you use more than one PC platform, do you use the same browser on each platform?
Yes No10. If your answer to previous question is 'Yes' , which web browser you were using?
Internet Explorer Google Chrome Others (please specify) ____________________ Opera Mozilla Firefox11. If your answer to previous question is 'No' , which web browser you were using?
Internet Explorer Google Chrome Others (please specify) ____________________ Opera Mozilla Firefox12. Which of these browsers supports your creativity (in terms of themes, customization etc.)?
Internet Explorer Google Chrome Others (please specify) ____________________ Mozilla Firefox Opera
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13. How will you describe the services of web browsers on following parameters?
Efficiency Reliability Speed
Efficient Inefficient Reliable Unreliable Fast Slow
Internet
Explorer
Mozilla
Firefox
Chrome
Opera
Q14. How important is web browser initial load speed?
Not at all Important Unimportant Neither Important nor Unimportant Important Extremely Important15. How important is security to you in a browser?
Not at all Important Unimportant Neither Important nor Unimportant Important Extremely Important16. Which of these features are most important to you in a browser?
Overall Performance Compatibility Stability (from crashes/hanging) Userfriendliness Others (If any) ____________________ Add ons support Aesthetics (looks/customization) Peer Use or Recommendation Effect on computer based on speed Web page recovery after unexpected shut-down/close
Pop up blocking Security (embedding with antivirus) Video / file support
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17-20. Rate MOZILLA FIREFOX, GOOGLE CHROME, OPERA, INTERNET EXPLORER
on the scale of 1 - 5, based on following parameters. (1=poor, 2=average, 3=good, 4=very good,
5=excellent)
______ Overall Performance
______ Stability (from crashes/hanging)______ Speed
______ User-friendliness
______ Security
______ Web page recovery after unexpected shut-down/close
______ Aesthetics (looks/customization)
21. How frequently do you use Internet Explorer?
Never Less than Once a Month Once a Month 2-3 Times a Month Once a Week 2-3 Times a Week Daily22. Which version(s) Internet Explorer do you have used?
Internet Explorer 1 Internet Explorer 2 Internet Explorer 3 Internet Explorer 4 Internet Explorer 5 Internet Explorer 6 Internet Explorer 7 Internet Explorer 8 Internet Explorer 9 Internet Explorer 1023. For which of the following purpose(s) do you have used Internet Explorer (any version)?
Information search Downloading To see video To listen Audio Social Networking Mail checking Others (If any) ____________________24. How was the performance of Internet Explorer when you used it?
Very Slow Slow Neutral Fast Very Fast
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25. Are you satisfied with the performance of Internet Explorer?
Very Dissatisfied Dissatisfied Neutral Satisfied Very Satisfied26. Are you aware of the latest features offered by Internet Explorer 8 / 9 / 10?
Yes No(If answer to previous question is No)
27. (Based on your previous response) If you came to know about the features and advantages
of Internet Explorer, will you consider to use it?
Yes Maybe No
(Personal Information)
1. Age
______ Age
2. Gender
Male Female3. Occupation
Student Professional Others (please specify) ____________________