The document is a marketing research report comparing the PS3 and Xbox 360 game consoles. A survey of 88 respondents was conducted to understand perceptions, behaviors and demographics of console owners. Key findings include that most respondents have played video games for over 15 years, perceive the PS3 as more reliable but Xbox 360 has a more reliable online network. Respondents were willing to pay $20-50 annually for online access and exclusive titles influenced purchases. The report recommends PS3 improve its online network and Xbox 360 focus on reliability to help PS3 surpass it in sales.

1. Marketing
Research
Report
May 18
2012
Title page,Table of contents,Executivesummary,ResearchObjectives,
Concise statementof method,Summaryof keyfindings,Conclusionand
recommendations,Introduction,Researchmethodandprocedures,Data
analysisandfindings, Bibliography
PS3 vs. Xbox
360

2. Table of contents………….
1. Title page
2. Table of contents
3. Executive summary
A. Research Objectives
B. ConciseStatement of method
C. Summaryof Key Findings
D. Conclusions& Recommendations
4 Introduction
5 Research Method and procedures
6 Data analysisandfindings
7 ConclusionsandRecommendations
8 Bibliography

3. Executive summary
ResearchObjectives –
To collectbehavioral,demographicandsocioeconomicdataaswell asto try and geta bettergrasp
of the consumermotivationinthe purchase of the twobiggestgame consolesonthe marketSony’s
PS3 and Microsoft’sXbox 360. Alsoto make an attemptto answerquestionssuchas
 How willingare these userstoadaptto new technological advances?
 What isthe demographicprofile of these “console”players?
 How frequentlydotheyplay?
 Is price a factor whenitcomesto online gaming?
 What improvementsshouldbe made regardingXbox 360 or PS3?
 How longhave theybeenplayingvideogames?
 What are the benefitsof eachgame console?
 What type of gamesdo theyprefer?
 How muchwouldtheybe willingtopayforonline gaming?
ConciseStatementofmethod-
ResearchMethod-Quantitative, Exploratory and Descriptive
Sample size-200
Total respondents-88

4. Target Population-The target population consists of teens and adults who are current
gaming console owners and/or previous console owners. The age ranges of the subjects go
from 18-45 because according to the ESA the bulk of “gamers” are in this age range.
The Questionnaire was self-administered . The respondents filled out the survey in the
privacy of their home without the presence of an interviewer whether it was handed out in
person, or via email/social networking sites.
SummaryofKey Findings-
 65% of the respondents have been playing video games for over 15 years
 A majority believe PS3 is a more reliable game console (which shows that there is a
negative perception of Xbox 360)
 A majority of the respondents believe that Xbox 360 has a more reliable online gaming
network (which gives PS3 something to improve in)
 A majority of respondents are willing to pay 20-50 dollars for online gaming services
(which means they value it and that free isn’t always better)
 Exclusive titles were a major factor in the purchase of these consoles
 Demographics
 Over half of the respondents had a household income ranging from under $15,000 to
$24,999

5.  All of the respondents were single/never married and over half of the respondents had
an education level of at least some college
Conclusions&Recommendations-
BeingPS3 isn’tso far behindXbox 360 in salesfiguresIbelievethatpeople viewingPS3asa more
reliable console will be one of the factorsthatend uppushingitpast Xbox 360 in salesfigures.Asfar
as recommendationsgoPS3shouldimprove itsonline gamingnetworkin termsof presentability,
efficiency,andreliability.Asfaras Xbox 360 goesit shouldfocusonimprovingitsimage and
perceptionof reliability.

6. Introduction
The purpose of this research project is to collect behavioral, demographic and
socioeconomic data as well as to try and get a better grasp of the consumer motivation in the
purchase of the two biggest game consoles on the market Sony’s PS3 and Microsoft’s Xbox 360.
My belief is that Sony’s PS3 will surpass Microsoft’s Xbox 360’s market share if Xbox 360 does
not improve the quality & perception of their game consoles. Some of the questions I was
looking to answer were as follows:
1 Which game console is selling more?
2 How willing are these users to adapt to new technological advances?
3 What is the demographic profile of these “console” players?
4 How frequently do they play?
5 Is price a factor when it comes to online gaming?
6 What improvements should be made regarding Xbox or PS3?
7 How long have they been playing video games?
What are the benefits of each game console?
What type of games do they prefer?
How much would they be willing to pay for online gaming?

7. How often do they go out during the week?
What was the previous game console you owned?
What is your perception of each gaming console?
Do you use your console for anything other than gaming?
What is your perception of the companies that manufacture these consoles?
This is some background information on the gaming industry provided Via the ESA;
Accordingto a studyreleasedbythe ESA (EntertainmentSoftware Association)in2011 (Ipsos
MediaCT,2011)
72% of Americanhouseholdsplaycomputerorvideogames
Eighty-twopercentof gamersare 18 yearsof age or older.
Of the mostfrequentgame purchasers,52% are male and48% are female
Forty-twopercentof all playersare women.
12 is the average numberof yearsadultgamershave beenplayingcomputerorvideogames
What aboutthe numbers?Youmightask,as far as the numbersgo,salessay a lotand these are the
salesfiguresforXbox 360 and PS3
 Salesfigures - 65.8 million unitssoldasof 12 January2012 (Q2. Microsoft.,2012)
 SalesFigures - 62 millionunitssoldasof 31 December2011 (Inc..,2011)

8. ResearchMethodand procedures
Research Designused-Quantitative, Exploratory and Descriptive
The study will be descriptive because many questions focus on identifying perceived
awareness, attitudes, and consumer habits’ of each person. It will be exploratory since it is
looking for the perceived strengths and weaknesses of each game console and looking how
each console can adapt or adjust to beat out its competitor. It will be quantitative since I
will be conducting surveys to get a better understanding of the individuals in this
marketplace.
Self-administered Questionnaire to males and females from the ages of 18-45.
Sample size-200
Total respondents-88
Target Population-The target population consists of teens and adults who are current
gaming console owners and/or previous console owners. The age ranges of the subjects go
from 18-45 because according to the ESA the bulk of “gamers” are in this age range.
Questions measured:

9.  Perceived awareness
 Attitudes
 Consumer habits
 Perceived strengths and weaknesses of each game console
 Demographics-Age, Education, Income, Ethnicity
Secondary Data included-
 "Earnings Release FY12 Q2". Microsoft. Retrieved March 11, 2012.
 "PlayStation®3 Worldwide Hardware Unit Sales (Unit: million)". Sony Computer
Entertainment Inc.. Retrieved 2012-04-03.
 The 2011 Essential Facts About The Computer and Video Game Industry

10. Data analysis and findings
1) How longhave youbeenplayingvideo
games
Frequency
0
0
11
19
58
Mode=E Mean= 4.534090909 Median=E
2) Whenwas the lasttime you playedavideo
game?
Frequency
80
8
0
0
0
Mode=A Mean= 1.090909091 Median=A
3) Graphic qualityplayedabigrole inthe purchase of yourgame
console
Frequency
29
37
22
0
0
Mode=B Mean=1.090909091 Median=B
4) Abouthow many hoursa weekdoyou playconsole games
Frequency
A=30
B=20
C=26
D=12
E=0
Mode=A Mean=1.920454545 Median=B
5) Price playsa factor inthe purchasingof a game console
Frequency
A=18
B=32
C=31

11. D=7
E=0
Mode=b(30) and c(30)
Mean=1.920454545
Median=B
6) The Xbox 360 isa reliable console
Frequency
A=16
B=26
C=23
D=8
E=15
Mode=b(27)
Mean=2.227272727
Median=3
7) The PS3 isa reliableconsole
Frequency
A=23
B=38
C=27
D=0
E=0
Mode=b(38)
Mean=2.227272727
Median=2
8) Xbox 360 hasa reliable online gamingnetwork
Frequency
A=35
B=27
C=26
D=0
E=0
Mode= b and c (27)
Mean=2.306818182
Median=2
9) The PS3 has a reliable onlinegamingnetwork
Frequency
A=18
B=24
C=19
D=7

12. E=20
Mode=b(23)
Mean=2.306818182
Median=3
10) Howoftendo youwatch DVD’s
Frequency
A=22
B=23
C=0
D=30
E=13
Mode=d(31)
Mean=2.772727273
Median=2
11) I PreferBlue RayDVD’s
Frequency
A=33
B=16
C=25
D=3
E=11
Mode=a(30)
Mean=2.772727273
Median=2
12) I use mygamingconsole forotherthingsbesidesplayingvideogames
Frequency
A=35
B=35
C=0
D=3
E=15
Mode=a and b (34)
Mean=2.045454545
Median=2
13) Xbox 360 has a bettervarietyof games
Frequency
A=21
B=17
C=36
D=10
E=4

13. mode=c(34)
Mean=2.045454545
Median=3
14) PS3 has a bettervarietyof games
Frequency
A=11
B=15
C=55
D=4
E=3
mode=c(53)
Mean=1.897727273
Median=3
15) Xbox hasa bettervarietyof multiplayergames
Frequency
A=25
B=25
C=35
D=3
E=0
mode=c(34)
Mean=1.897727273
Median=2
16) PS3 has a bettervarietyof single playergames
Frequency
A=18
B=12
C=45
D=0
E=13
mode=c(46)
Mean=2.852272727
Median=3
17) Howmuch are youwillingtoplay foronline gamingservices(peryear)
Frequency
A=15
B=0
C=14
D=40
E=19
mode=d(38)
Mean=2.852272727

14. Median=4
18) OnPS3 online gamingisFree,Thisinfluencedmydecisiontopurchase thisconsole,
how much do youagree withthisstatement
Frequency
A=23
B=18
C=7
D=12
E=28
mode=e(27)
Mean=2.875
Median=3
19) Exclusive titleswereabigfactor inmy purchase
Frequency
A=11
B=45
C=8
D=8
E=16
mode=b(46)
Mean=2.875
Median=2
20) X box 360’s “redringsof death”discouraged me frompurchasinga Xbox 360
Frequency
A=7
B=4
C=12
D=33
E=32
mode=d(34)
Mean=2.352272727
Median=4
21) What Genre of Games doyou playmost?(if more than one checkthe one that
appliesthe most)
Frequency
A=26
B=31
C=31
D=0
E=0
mode=band c(30)
Mean=2.352272727
Median=2

15. 22) PS3 controlsare wireless&come witha charger thisencouragedme topurchase a
PS3
Frequency
A=4
B=18
C=14
D=28
E=24
mode=d(27)
Mean=2.181818182
Median=4
23) X box 360’s warrantyencouragedmy decisioninpurchasinganXbox 360
Frequency
A=7
B=3
C=51
D=4
E=23
mode=c(49)
Mean=2.181818182
Median=3
24) CustomerService isveryimportanttome
Frequency
A=26
B=50
C=0
D=4
E=8
mode=b(46)
Mean=2.534090909
Median=2
25) The Hackingof the PS3 online networkdiscouragedme frompurchasingaPS3
Frequency
A=0
B=10
C=47
D=7
E=24
mode=c(46)
Mean=2.534090909
Median=3
26) Currentmarital status:

16. Frequency
A=0
B=88
C=0
D=0
E=0
mode=b(88)
Mean=2.693181818
Median=2
27) Total householdIncome (beforetaxes)forthe past12 months:
Frequency
A=24
B=23
C=19
D=15
E=7
mode=aand b (23)
Mean=2.693181818
Median=2
28) Your ethnicity:
Frequency
A=34
B=11
C=29
D=7
E=7
mode=a(34)
Mean=2.181818182
Median=2
29) Your education:
Frequency
A=0
B=8
C=47
D=33
E=0
mode=c(46)
Mean=2.181818182
Median=3

17. Conclusions and Recommendations
BeingPS3 isn’tsofar behindXbox 360 in salesfiguresIbelievethatpeople viewing PS3asa more
reliable console will be one of the factorsthatend uppushingitpast Xbox 360 in salesfigures.Asfar
as recommendationsgoPS3shouldimprove itsonline gamingnetworkintermsof presentability,
efficiency,andreliability.Asfaras Xbox 360 goesit shouldfocusonimprovingitsimage and
perceptionof reliability.
Appendixes
Works Cited
Inc..,P. W. (2011, December31). (http://www.scei.co.jp/corporate/data/bizdataps3_sale_e.html).
Retrievedfrom(http://www.scei.co.jp/corporate/data/bizdataps3_sale_e.html):
(http://www.scei.co.jp/corporate/data/bizdataps3_sale_e.html)
IpsosMediaCT.(2011). The 2011 EssentialFacts AbouttheComputerand Video GameIndustry . ESA.
Q2. Microsoft.,E. R. (2012, March 11).
http://www.microsoft.com/investor/EarningsAndFinancials/Earnings/SegmentResults/EntertainmentAn
dDevicesDivision/FY12/Q2/Kpi.aspx). Retrievedfromhttp://www.microsoft.com:
http://www.microsoft.com/investor/EarningsAndFinancials/Earnings/SegmentResults/EntertainmentAn
dDevicesDivision/FY12/Q2/Kpi.aspx)