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ALLTEL

ALLTEL. RESEARCH QUESTIONS AND OBJECTIVES . TARGET AUDIENCE . Youth age between 18-25 Include undergrads, grads Ask if they have a cellular phone. If yes, are they on family plan, if yes what service.

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ALLTEL

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  1. ALLTEL RESEARCH QUESTIONS AND OBJECTIVES

  2. TARGET AUDIENCE • Youth age between 18-25 • 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.

  3. 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?

  4. 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.

  5. 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).

  6. 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?

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

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