ALLTEL RESEARCH QUESTIONS AND OBJECTIVES

TARGET AUDIENCE Youth age between Include undergrads, grads Ask if they have a cellular phone. If yes, are they on family plan, if yes what service. If they don’t have a cell phone would they consider to buy one. what do they look when they go to buy a cell phone (give choices and ask them to rank in preference)? This would help to determine the factors they look at when the buy a cell phone and cell phone service.

Factors that influence the target audience If they look at the cell phone features like the outer look, color screen etc or they think about the plan too. Are they aware of Alltel? do they know they have unlimited nights and weekends If not would they consider switching. if not why so?

Advertisements Ask them have they seen the Alltel ad in television? If yes then do they like it? What brand ambassador would you like to see to promote Alltel? Do they feel they took the service because of brand ambassadors they had? cool, funky advertising? If not the brand ambassadors, what are the other factors that influenced them to buy their current cellular service.

Questions …and more questions! Average bills, average expenditure on other services like ring tone downloads, games etc. Their perception of price i.e. do they think they pay more or do they consider the price they pay to be fair. Complaints that they have with any service or some change that they would appreciate (not in cell phones, only in the service).

Family… Matters ? Family details like who do they stay with or how many members are there in their families. Would they be willing to use internet or IM on their phones if they were explained the right procedure to it. What do they think about the concept of Hello Tunes?

Associations What do they associate their cell phones to (helps in deciding what message to communicate)