1. Marketing Research

2. Introduction
 Nokia was founded first as a paper mill in Finland
 Early 1970’s and 1980’s Nokia became involved in
the telecommunications industry
 1987-Nokia implemented their first handheld
mobile device
 1992-First digital handheld device was released
 1998-Nokia was widely known as the leader in the
mobile phone industry
 Recently, Nokia’s high standing has fallen

3. Research Method and Procedures
 Research current factors that are affecting
Nokia’s current presence in the mobile
phone market.
 Exploratory
 Descriptive
 Causal

4. Exploratory
 Want to understand
current Situation with
Nokia
 Nokia is still current
leader (Number one in
Windows Phone)
 Nokia’s Decline

5. Descriptive
 Survey with cross-
sectional analysis
 Factors that influence
consumers
 Non-probability sample
 Convenience
 Snowball

6. Causal
 Manipulation of one
variable and keep all
others the same.
 Does brand cause people
to pay more?

7.  Factors Created
 Each Individual Brand’s
Overall Quality
 Samsung Overall Quality
 Technology Knowledge
 Brand Self Identity
 Brand Rank Frequencies
 Apple
 74% ranked 1st
HTC
 33% ranked 2nd
Motorola
34% ranked 4th
Nokia
50% ranked 5th
Samsung
33% ranked 2nd
Results

8. Frequencies
 What brands do you consider
when buying?
 Apple
 110
 HTC
 54
 Motorola
 27
 Nokia
 19
 Samsung
 58
 Other
 25
**Were able to select all that
applied for both questions
 What features do you use
most on a cell phone?
 Call
 89
 Text-Message
 102
 Internet
 87
 Media
 60
 Camera
 70
 Other
 26
Results

9. Overall Quality Between
Phones
 Paired samples T-Test
 Compared
 Design
 Price
 Brand
 Quality
 Results-Most Important
 1-Quality
 2-Design
 3-Price & Brand (No
difference)
 Paired Samples T-Test
 Compared Overall Quality
of each Brand
 Results-Highest Perceived
Quality
 1-Apple
 2/3 – Samsung & HTC
(No Difference)
 4 – Motorola
 5- Nokia
Results
Most Important Qualities
in a Phone

10. Experiment
 Ran 95% confidence
intervals on individual
means
 Apple
 2.64-4.12
 HTC
 2.10- 3.56
 Motorola
 2.47-3.72
 Nokia
 1.81-3.37
 Samsung
 2.58-3.94
 Results
 Not statically significant
 However, Apple does have
the highest mean, and
Nokia the Lowest
Results

11. Recommendations
 Build a better knowledge base of what product’s
capabilities are
 Illustrate competitive advantages
 Show value to consumers based on their advantages
 Define exact target market
 Offer a premium product or value product