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					N                      College of Business Cell Phone Survey
1
This survey will have questions concerning cell phones and brands of wireless
carriers. Please read each question carefully and answer to the best of your
knowledge about cell phones and their use. The survey ranges in time of completion
from 15 to 20 minutes. Following successful completion of the survey, "hit" the
submit button. Once we receive your completed, usable survey, a $10 gift card
from the University Bookstore will be distributed to you in class.

         Which of the following best describes your current situation concerning a cellular
         phone?
                                   Currently own a                         Not planning to
                                            cell phone                              purchase at this
                                                                                    time
                                            Planning to
                                            purchase within a
                                            year


         Who is    your wireless service provider?
                   Verizon                                      T-Mobile
                   Cingular                                     Sprint-Nextel
                   Alltel                                       Other

    Please specify your service provider.
     _____________________________________
                                  ________

                                                                  How much influence did you have on the
         What brand is your handset?                                                       None
             Motorola                                           Audiovox
                                                                                           Not much
             Nokia                                              Kyocera
             Samsung                                            Other
                                                                                           Moderate
             LG
                                                          How important were the following factor
         Is your wireless plan part of your family's current plan? ( A family plan would be
                                                          carrier?
         a calling plan that both you and other members of your immediate family belong Important
                                                                                           Not
                                                                                               1
         to, for example, your parents)                   Reputation of Provider               
               YES                                     Price (Cost of the plan)
                                                           NO                                  
                                                          Choice of Handset                    
         Who in your family chose your wireless carrier? Because my friends or parents use     
               You                                       this carrier
                                                        Parents
                                                          Features available with the plan     
                                                          Call Quality                         
I would choose a carrier...
                                          Strongly     2   3     4     Strongly Agree
                                       Disagree    1                         5
that allowed me to upgrade                                               
frequently
offered the latest handsets                                              
that my friends or family use                                            
if it provided better handsets even                                      
if my friends and/or family use a
different carrier
that allowed me to upgrade or                                            
change handsets without making me
sign another contract
that allowed me to change or update                                      
my rate plan without making me sign
another contract
offered nation wide rate plans, so I                                     
could make calls to anyone or
receive calls form anywhere in the
US without incurring roaming or
long-distance charges.
would allow me to make a list of 10                                      
people I call most frequently so I
could make and receive calls to and
from them without incurring any
long-distance charges. ('mobile to
anyone' calls)


How descriptive are the following phrases concerning Cingular?
                                         Not at all    2   3     4      Extremely
                                       Descriptive 1                   Descriptive 5
Cool                                                                     
Affordable                                                               
High Call Quality                                                        
Attractive to me                                                         
Cutting-Edge Image                                                       
Cutting-Edge Equipment                                                   
Appealing to young adults                                                
National Brand                                                           
Appealing to older adults                                                
Distinctive                                                              
Has noticeable advertisements                                            
Good selection of handsets that                                          
appeal to young adults


When I think of Cingular I associate it with..(Check all that apply)
    Sports I like                           Celebrities I like
    Music I like                            Nothing
Other, please specify:
___________________________________
                             ______

   How descriptive are the following phrases concerning Alltel?
                                           Not at all    2   3          4    Extremely
                                         Descriptive 1                      Descriptive 5
   Cool                                                                      
   Affordable                                                                
   High Call Quality                                                         
   Good selection of handsets that                                           
   appeal to young adults
   Cutting-Edge Image                                                        
   Cutting-Edge Equipment                                                    
   Appealing to young adults                                                 
   National Brand                                                            
   Appealing to older adults                                                 
   Distinctive                                                               
   Has noticeable advertisements                                             

   When I think of Alltel I associate it with..(Check all that apply)
       Sports I like                             Celebrities I like
       Music I like                              Nothing

Other, please specify:
___________________________________
                             ______


   How strongly do you agree or disagree with the following descriptions of Sprint-
   Nextel? (Strongly Agree 1- Strongly Disagree 5)
                                           Not at all    2   3          4    Extremely
                                          Descriptive                        Descriptive
                                               1                                 5
   Cool                                                                      
   Affordable                                                                
   High Call Quality                                                         
   Attractive to me                                                          
   Cutting-Edge Image                                                        
   Cutting-Edge Equipment                                                    
   Good selection of handsets that                                           
   appeal to young adults
   Appealing to young adults                                                 
   National Brand                                                            
   Appealing to older adults                                                 
   Comparable to other mobile carriers                                       
   Has noticeable advertisements                                             

   When I think of Sprint-Nextel, I associate it with..(Check all that apply)
       Sports I like                            Celebrities I like
       Music I like                             Nothing
Other, please specify:
___________________________________
                             ______

   How strongly do you agree or disagree with the following descriptions of Verizon?
   (Strongly Agree 1- Strongly Disagree 5)
                                          Not at all   2   3         4      Extremely
                                         Descriptive                        Descriptive
                                              1                                 5
   Cool                                                                      
   Affordable                                                                
   High Call Quality                                                         
   Attractive to me                                                          
   Cutting-Edge Image                                                        
   Cutting-Edge Equipment                                                    
   Good selection of handsets that                                           
   appeal to young adults
   Appealing to young adults                                                 
   National Brand                                                            
   Appealing to older adults                                                 
   Comparable to other mobile carriers                                       
   Has noticeable advertisements                                             

   When I think of Verizon, I associate it with..(Check all that apply)
       Sports I like                            Celebrities I like
       Music I like                             Nothing

Other, please specify:
___________________________________
                             ______


   How strongly do you agree or disagree with the following descriptions of T-
   Mobile? (Strongly Agree 1- Strongly Disagree 5)
                                          Not at all                        Extremely
                                         Descriptive                        Descriptive
   Cool                                                                      
   Affordable                                                                
   High Call Quality                                                         
   Attractive to me                                                          
   Cutting-Edge Image                                                        
   Cutting-Edge Equipment                                                    
   Good selection of handsets that                                           
   appeal to young adults
   Appealing to young adults                                                 
   National Brand                                                            
   Appealing to older adults                                                 
   Comparable to other mobile carriers                                       
   Has noticeable advertisements                                             
                                                When I think of T-Mobile, I associate it with..(Chec
                                                                                             Sports
                                                                                             Music I
     Other, please specify:                         _________________________________________

Please Indicate the importance of the following features for your service:
                                        Don't Want                                   Must Have

Text Messaging                                                                       
Music Downloads                                                                      
Ring tone downloads                                                                  
Game Downloads                                                                       
Video Clips that I can send or                                                       
receive from friends, family, etc.
Web Access                                                                           
Ring back tones                                                                      
Watching T.V. or T.V. clips on my                                                    
cell phone
Unlimited mobile to mobile calls                                                     
Roll over minutes                                                                    
Push-to-talk or walkie-talkie service                                                
Downloadable screen savers and                                                       
wallpapers

Please indicate the importance of the following features for your phone:
                                        Don't Want                                   Must Have

Camera                                                                               
Video                                                                                
Speaker Phone                                                                        
Compact Size                                                                         
External Caller ID                                                                   
External Picture Display                                                             
A large amount of memory                                                             
Removable/Transferable memory                                                        
(SIM card)
Bluetooth                                                                            

How likely would you be to pay for features:
                                        Not Likely                                   Very Likely

$10.00 a month for 750 text                                                          
messages
$6.00 for a single download game                                                     
$7.00 a month for unlimited web                                                      
access
$3.00 for single downloadable ring                                                   
tones
$2.50 for a single downloadable                                                      
ring-back tone
$10.00 a month for push-to-talk                                                      
service
I would change my cell phone carrier if a carrier offered:
                                     Strongly   2             3            4       Strongly Agree
                                     Disagree                                            5
                                         1
Lower prices on cell phones                                                          
Lower Prices on Rate Plans                                                           
Special features like free text                                                      
messaging
Friendly and helpful customer                                                        
service
24 hours a day, 7 days a week                                                        
customer service
services such as Insurance, theft,                                                   
Loss etc.
Good selection of handsets that                                                      
appeal to young adults
Received special promotional offer                                                   
for switching
High Quality Network                                                                 

I have switched cell phone carriers:
                          Never                                              Three times
                          One time                                           More than three
                                                                               times
                                Two times

I switched carriers because: (Please rank the following, where 1 = the least
important, and 7 = the most important reason to switch carriers.)
Too many dropped calls                    ___
Better rate plans from another carrier    ___
Too expensive                             ___
Poor overall call quality                 ___
Poor overall customer experience          ___
Better offer to switch to another carrier ___
Poor customer service                     ___



Check all that describes you:
     Artsy/Creative                                   Reader/Researcher
     Nature loving/ Earthy                            Music Enthusiast
     Preppy/Popular                                   Coffee house frequenter
     Gothic                                           Shopper
     Academic                                         Moviegoer
     Camper/Hiker                                     Sporty/ Athletic

What type of music do you prefer most:
    Rap/Hiphop                                      Blues/Jazz
    Alternate                                       Bluegrass/Jam band
    Pop/Rock                                        Classical
    Country
Check all that apply:
     Risks frighten me                                 I like to play it safe
     I do what is popular                              I possess the same interests as my
                                                             friends
         I am a risk taker                             I try to standout from others
         I am often rebellious                         I am tech savvy
         I am a trend setter                           I am brand loyal
         I am a follower

I make   purchases based on (check all that apply)
         What is in style/popular             Impulse
         The constraints of my budget         Careful research
         What best suits my need              My desire to be liked and accepted by
                                                             others
      Whether or not my friends have the                   How much I like a products advertising
          same item


                                       Strongly   Disagree       Neutral       Agree     Strongly Agree
                                       Disagree
Television ads affect my purchase                                                          
decisions.
It is important to me to always have                                                       
what is currently in style.
Things I own/wear define my style.                                                         
What others think about my                                                                 
purchases is important to me.
Image is an important consideration                                                        
in the purchases I make.


How long have you owned a cell phone?
     Less than a year                                  3 years
     1 year                                            4 years
     2 years                                           5 years or more

How many different wireless providers have you had since owning a cell phone?
     1                                      4
     2                                      5 or more
     3

Do you currently own a portable MP3 player?
     Yes                                    No

Do you pay your own wireless bill?
     Yes                                               No
     I pay part of my own wireless bill

How old are you?
     18                                                23
     19                                                24
     20                                     25
     21                                     26 or older
     22

                                  What is your gender?
                                                       Male
    Please provide the zip          ___________________

    code of your hometown if
    your hometown is in
    America:

What is your comprehensive family income?
    Less than $10,000                       $55,001-$70,000
    $10,001-$25,000                         $70,001-$85,000
    $25,001-$40,000                         $85,001 or more
    $40,001-$55,000

         Thank you for participating in the survey.

				
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