Apple iPad 4
Questions from the Survey Used to Conduct Qualitative Research
On a scale of one to five with five being an extremely strong desire and one representing no desire, what is your desire to purchase an iPad?
What is the main use for which you are buying an iPad?
In your opinion, why do you see the iPad as being more expensive than other tablets?
What other apple products do you own?
What word first comes to your head when you hear the word "apple products" or see the apple logo?
What benefits does the iPad 4 have to offer you?
What other issues are a concern to you when purchasing an iPad other than price?
Who else do you know that owns an iPad 4?
What feature of the iPad 4 do you anticipate using the most?
Will your iPad 4 be used mostly for work-related issues or for personal tasks?
Subjects were recruited at random from a pool of people who would be able to afford an iPad and who were all over the age of 18. There were ten subjects recruited for this project and they all worked jobs where they made over $45,000 per year.
In summary, 8 of the ten subjects reported a very strong desire to purchase an iPad, a desire of over a number four or five. Two of the subjects reported a desire for an iPad around a two or three. Sixty percent of the participants said they wanted the iPad to use for work or school. The other forty percent said they would use their iPad for pleasure. All the participants viewed the iPad as being more expensive than other tablets as a result of the superiority of apple products and the higher quality of materials. Nearly all the participants responded that they thought of words like "iPhone" or "laptop" when they saw the apple logo. The benefits of the iPad that most participants reported were benefits connected to screening and to making presentations. For question eight, participants expressed concern about breaking their iPad inadvertently or having it stolen. Half the participants said...
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