Table of Contents

I. INTRODUCTION

III. LITERATURE REVIEW

IV. RESEARCH DESIGN

V. DATA COLLECTION METHODOLOGY

VI. FOCUS GROUP PLAN

VII. SAMPLING PLAN

IX. POTENTIAL RESEARCH ERRORS AND ETHICAL ISSUES

 I. INTRODUCTION

Smartphones are regarded as indispensable tools of humanity due to various valuable benefits.

However, according to IDC reports (Market Research Future, 2023b), there were several

decreases in smartphone shipments in 2022. Moreover, despite Apple still maintaining the first

spot, the enterprise lost 15 percent of its earnings. As for unclear phenomena, this report will

contain seven sections: research design, literature review, data collection methodology, focus

group plan, sampling plan, questionnaire critique, and potential research errors to find out the

answers.

Research Objectives:

1. Analyzing the factors contributing to the downtrend in 2023.

2. Evaluating the impact of market saturation on smartphone upgrades.

3. Assessing the response of leading smartphone vendors and their opportunities.

4. Gathering customer insights and motivation.

 I. LITERATURE REVIEW

2.1. Purchasing intention

Customer purchase intention is the likelihood or willingness to acquire a product or service

within a certain timeframe (TechTarget Contributor, 2017). Thus, it displays the buyer's

eagerness and willingness to buy and is affected by personal preferences, perceived product or

service value, brand reputation, pricing, and situational factors. Marketing research and strategy

may depend on consumers' purchase intentions to shape product development, pricing, and

promotions.

2.2. Macroeconomic

2.2.1. Economic Uncertainties

Economic uncertainties and consumer demand declines are driving smartphone sales

down. COVID-19-related supply chain disruptions, increased prices, and economic crisis

have reduced consumer buying power and confidence (Taylor, 2023). These issues affect

customer purchasing decisions and decrease smartphone demand.

2.2.2. Vendor Earnings

Warren (2023) claims a weak market makes Apple and Samsung concerned. In a saturated

market and growing competition, traditional smartphone companies struggle to profit. Market

leader Apple's fourth-quarter 2022 earnings were lower than projected (Golson, 2022).

According to Samsung Newsroom (2023), the case was similar to Samsung.

2.2.3. Market Saturation

Due to the technology saturation, smartphone sales worldwide have been hampered by

improved reliability and slow subscriber growth due to market saturation (Potter, 2017).
 The shortages of new functions with appropriate prices will reduce the purchase

willingness of the customers.

2.2.4. Older Devices Retention

Smartphones now last longer than the two-year upgrade cycle, affecting the frequency of

product upgrades and purchases (Assurant Editorial Team, 2023). Companies must

innovate to increase upgrade motivation and uncover research needs in the shifting

smartphone market.

2.3. Microeconomic: product factors

It is recommended to conduct cross-cultural studies, longitudinal studies on preferences, and

comprehensive studies on the combined impact of these factors (including software, design,

build quality, performance, and functionality) on customer satisfaction to gain more accurate

insights into product or service changes (Solano, 2021). In the competitive smartphone sector,

manufacturers must solve these gaps to personalise goods and boost customer happiness.

2.4. Research model

 II. RESEARCH DESIGN

Most academic projects start conducting exploratory research with desk-based studies (Khan,

2022b). To gain a clearer understanding of the Smartphone downtrend, Apple should gather both

primary data and secondary ones (George, 2023). In this way, existing problems or unknown

attributes including new perspectives, unmet needs, or unforeseen challenges will be

investigated.

Following Khan (2022b), exploratory research design is considered to be more informal and

unstructured compared to descriptive ones, henceforth, the report will conduct descriptive

research (online surveys). In this way, the method uses the massive data collected from

exploratory studies and attempts to find more details while providing additional information

about the situation (MeanThat, 2016c).

 III. DATA COLLECTION METHODOLOGY

Besides secondary data, the following table will suggest appropriate methods to ensure a

comprehensive understanding.

Method Output Explanation

Focus Group Qualitative data Scheelbeek et al. (2020) demonstrate the effectiveness of

Discussions (FGDs) highlighting FGDs role in yielding richer and less biased

information. Additionally, subjective insights and facilitating

group-level observations to understand perceptions, attitudes, and

beliefs of participants in a research project will also be captured

(Evaluation Observatory, n.d.).

Online surveys Quantitative data The method allows researchers to spend less time and budget

surveying a large population quickly, making them highly suitable

for studies on technology usage where rapid data collection from

diverse groups is essential (What Is Survey Research?, 2023). Online

surveys also allow for a variety of question types and instant data

collection that is easy to analyze with the right software. They are

especially effective at reaching smartphone users because most

individuals can access and complete surveys online​(What Is Survey

Research?, 2023).
IV. FOCUS GROUP PLAN

There are two objectives for the focus group. Firstly, the primary objective is to understand the

factors influencing consumer decisions regarding smartphone purchases, with a specific focus on

Apple products. The secondary objective is to identify consumer perceptions of Apple’s brand,

uncover unmet needs in the current smartphone market, and gather feedback on potential features

and innovations.

5.1. Screeners

Apple should implement a strict screening process to ensure a diverse and representative

participant pool reflective of our target market segments. The selection is based on a mix of

demographics, active smartphone usage patterns and willingness to engage in group discussions.

Besides that, excluding recent smartphone purchasers and individuals not actively using their

devices or those disconnected from Apple products for more than three years is also important,

aiming to capture current and relevant user experiences and attitudes towards smartphones in

general and Apple’s brand in particular.

5.2. Discussion Guide

A structured guide will be prepared for moderators with the main key topics and open-ended

questions designed to stimulate discussion and ensure coverage of all research objectives.

5.3. Target Audiences

To ensure a diverse and representative sample, Apple can use random sampling techniques, such

as random digit dialing or online panels. Conducting nine focus groups across different age and
user types in the below tables to delve into consumer behaviors and loyalty. This resonates with

Slabá (2020) finding that emphasises the significant influence of age on purchasing patterns in

tech markets. Additionally, segmenting by user types aligns with Ramachandran &

Balasubramanian (2020), highlighting the importance of customer loyalty for business

sustainability in competitive tech environments. Each group will need six to eight participants

and last 90 to 120 minutes to encourage in-depth discussion.

Age Segmentation

Segment Characteristic Purpose

Explore demands for innovation and

Young Adults Engaged with current technology trends, social connectivity. Understand

(18-25) influenced strongly by social media. Apple’s influence on tech-savvy

youth.

Identify requirements for productivity,

Professionals Use smartphones for both personal and security, and work-life balance.

(26-40) professional tasks. Evaluate brand loyalty among

working professionals.

Assess needs for accessibility, ease of

Senior Adults Prefer simplicity, reliability, and efficient
use, and customer support
(41-60) customer service.
preferences.
 User Type Segmentation

User Type Characteristic Purpose

Investigate drivers of brand loyalty

Current Apple Users of Apple smartphones.
and areas for improvement from
Users
current users' perspectives.

Current users of non-Apple smartphones who

Competitor Comparing the strengths and
actively use smartphones from brands other
Brand Users weaknesses of other brands to Apple.
than Apple.

Potential Customers who have used basic or outdated

Identify barriers and motivations for
First-Time smartphones or switched to a premium brand
new users.
Buyers and have no strong brand preference.

5.4. Moderator

An experienced moderator who has expertise in consumer psychology (Fleetwood, 2023) and

qualitative research with deep knowledge of product functions and technology of Apple’s

smartphones and other brands will be hired to facilitate the discussions using a semi-structured

guide to explore topics.

5.5. Location and Timing

Apple should choose comfortable and neutral locations without the dominant presence of a brand

to foster open discussions, with options for online participants to enhance accessibility.

Additionally, discussions will be scheduled at various times to accommodate different lifestyles.

5.6. Incentives

To encourage people to take part in the discussion, incentives (like food and drinks, gifts,

vouchers) are needed and also show appreciation from the brand to participants.

5.7. Analysis and Reporting

After interviewing, data will be transcribed while maintaining anonymity, followed by thematic

analysis to uncover patterns and insight with qualitative software for larger datasets (George,

2021). Moreover, a comprehensive report will summarize key findings and include direct quotes

then provide actionable recommendations for Apple’s strategies.

 V. SAMPLING PLAN

To ensure that research findings are both accurate and representative of the broader consumer

base, Apple should conduct a detailed sampling plan.

1. Target
Adult smartphone users are segmented by age, region, and current smartphone.
Population

Purchase a geographically dispersed panel of mobile numbers from a reputable

2. Sampling Frame
vendor combined with the Apple Customer Relationship Management system to
and Technique
develop the latest sampling frame including personal contacts to give more details.

Calculate the required sample size (n), assumed desired confidence level (Z = 1.96

for 95% confidence level) and margin of error (E = ±5%) with maximum

population variance (p=0.5). Adjust for finite population correction as necessary

3. Sample Size
2
𝑍 * 𝑝 * (1−𝑝)
(20%). Following this formula: n = 2 , the estimated sample size is
𝐸

approximately 2,000 participants.

a. Screening: Send out screening questions to the panel to filter qualified

respondents.

4. Sampling b. Selection: Randomly select chosen respondents from each stratum using simple

Methodology random sampling.

c. Survey Completion: Conduct online surveys by choosing random respondents

until the target sample size for each stratum is reached.

VI. QUESTIONNAIRE CRITIQUE

Questionnaires support the research by collecting valuable and useful data. The questionnaire

can be taken in different structures and forms; however, it is important to follow a process of

developing the questionnaire from collecting to processing data. (Appendix 10.1)

VII. POTENTIAL RESEARCH ERRORS AND ETHICAL ISSUES

On the other hand, Apple should recognize and approach potential errors during the research

process that could affect the research findings.

Technical issues Sampling bias Using random sampling methods to

encourage participant selection

Measurement Errors Providing the questionnaire to a small

population to check for duplicate questions.

Researcher bias Avoiding personal bías that could influence

respondent’s answers.

Non-response Encourage the respondents to provide answers

and remind them about the importance of the

questionnaire.

Ethical issues Informed consent Make clear the purpose and objective of the

questionnaire for the respondents.

 Privacy Avoid asking personal questions to the

respondents.

Willingness Ensuring that the respondents are willing to

join and answer the questions without outside

influences.

Data security Committing the privacy and security of the

respondents’ data.
VIII. REFERENCE

Assurant Editorial Team. (2023, June 27). Mobile

Megatrends. Assurant.

https://www.assurant.com/news-insight/insights/mobile-connected-world/article/mobile-megatre

nds

Fleetwood, D. (2023, September 11). Focus

group: What It Is & How to Conduct It + Examples. QuestionPro.

https://www.questionpro.com/blog/focus-group/?fbclid=IwAR2lQQ2zhX_FK06U1zKNte-YVH

3I6Mk5rjg5Gf8mBtcBK5CHmOLyNIMZ2DE#how_to_conduct_a_focus_group

Focus Group Discussions (FGDS) | Knowledge Bank | Evaluation Observatory. (n.d.-b).

https://evaluationobservatory.org/knowledge-banks/focus-group-discussions-fgds

George, T. (2021, December 10). What Is a Focus group?

Scribbr. https://www.scribbr.com/methodology/focus-group/.

George, T. (2023b, November 20). Exploratory Research | Definition, Guide, &

Examples. Scribbr. https://www.scribbr.com/methodology/exploratory-research/

Golson, J. (2022, October 27). Apple Reports

4Q 2022 Results: $20.7B Profit on $90.1B Revenue. MacRumors.

https://www.macrumors.com/2022/10/27/apple-4q-2022-earnings/

Khan, A. (2022c, February 1). Types of research design. Pressbooks.

https://westernsydney.pressbooks.pub/customerinsights/chapter/chapter-6-types-of-research-desi

gn/?fbclid=IwAR3ChrSKw2DUJq7TqfC8l8A95X83X0AdGK8dhwT6bfDptPXtYAY5bA2M

Market Research Future. (2023c, February 7). Decline

of smartphones sales in 2023.

https://www.marketresearchfuture.com/news/decline-of-smartphones-sales-in-2023

MeanThat. (2016d, March 17). 1.3 Exploratory, descriptive and explanatory

nature of research [Video].

YouTube. https://www.youtube.com/watch?v=FlBFdEgrTBM

Potter, G. (2017, August 4). MediaTalk |

Season 2 Ep.3 Sports Rights and Streaming Wrongs for Pay TV. Spglobal.

https://www.spglobal.com/marketintelligence/en/news-insights/podcasts/mediatalk-s2-ep-03

Ramachandran, S., &

Balasubramanian, S. (2020). Examining the Moderating Role of Brand Loyalty

among Consumers of Technology Products. Sustainability, 12(23), 9967.

https://doi.org/10.3390/su12239967.
Samsung Newsroom. (2023, January 31). Samsung

Electronics Announces Fourth Quarter and FY 2022 Results. Samsung Newsroom.

https://news.samsung.com/global/samsung-electronics-announces-fourth-quarter-and-fy-2022-re

sults

Scheelbeek, P., Hamza, Y., Schellenberg, J., & Hill, Z. (2020b). Improving the use of focus group

discussions in low income settings. BMC Medical Research Methodology, 20(1).

https://doi.org/10.1186/s12874-020-01168-8

Slabá, M. (2020, January). (PDF) The impact of age on the customers buying behaviour and

attitude to price. ResearchGate.

https://www.researchgate.net/publication/338461712_The_impact_of_age_on_the_customers_bu

ying_behaviour_and_attitude_to_price.

Solano, J. (2021, November 17). Longitudinal

Customer Studies: Why Should You Use Them? Skeepers.

https://skeepers.io/en/blog/longitudinal-customer-studies-how-and-why-should-you-use-them/

Taylor, P. (2023, January 19). COVID-19

impact - change in smartphone shipments 2020. Statista.

https://www.statista.com/statistics/1106103/forecast-of-annual-change-in-global-smartphone-shi

pments-impacted-by-covid-19/

TechTarget Contributor. (2017, January). What

is purchase intent? - Definition from WhatIs.com. TechTarget.

https://www.techtarget.com/whatis/definition/purchase-intent

Warren, T. (2023, January 26). Smartphone

sales are so bad even the holidays couldn’t help, says IDC. The Verge.

https://www.theverge.com/2023/1/26/23572369/smartphone-shipments-2022-down-idc-holiday-i

nflation

What is survey research? (2023b,

September 15). Qualtrics.

https://www.qualtrics.com/experience-management/research/survey-research/
X. APPENDIX

10.1. Questionnaire Critique

Pilot Research

The research objectives need to be defined

Identify the survey scope

Target audience characteristics are determined

Target actionable insights for products and marketing strategies

Clarity and Wording

The language must be simple and understandable

Avoid grammar, spelling, and wording mistakes

Avoid unclear time periods

Avoid irrelevant words, questions

Avoid double-barreled and leading questions

Question structure and format

Screening questions should be included

Use open-ended questions sparingly

Avoid open-ended questions at the beginning

Questions should directly relate to the research objectives

Avoid duplicated questions

Questions should be followed in a logical order

Various types of questions need to be introduced to collect qualitative and

quantitative data

Avoid lengthy questions

The questionnaire should be divided into different sections

The questionnaire should provide guidelines for every question set

The time for the questionnaire should be around 20 minutes

Avoid personal details to respect privacy or give the word “OPTIONAL”

Scales

Avoid open-ended questions in the main sections

No questions with the answers: Yes/No/Maybe, except screening questions

Use 5-point or 7-point interval scales

Ensure Nominal/Ordinal scales have all options

Convert qualitative terms to specific quantities.

10.2 Questionnaire for Online Survey (Quantitative data)

● Screening questions

Please find the screening questions below. We would like to know about your experience with

the phone and its products.

1. Are you at the age of 18?

a. Yes,

b. No

2. Have you ever owned a phone in the last 3 years?

a. Yes,

b. No

● Warm-up questions

Please find the warm-up questions below. We want to know more about your habit of using your

phone.

1. How long have you owned a phone?

a. 1-6 months

b. 6 months to 1 year

c. 2-4 years

d. More than4 years

2. What is your motivation for buying a phone?

 a. For personal use

b. For business use

c. To use as a sign of social status

d. To try out new features

e. Prefer the design and color of the phone

f. Others.

3. How often do you switch your phone?

a. Once every 6 months

b. Once a year,

c. Once every 4 years

d. More tha4 years

4. What smartphone brand do you currently use?

a. phone phone

b. Samsung Galaxy

c. Huawei

d. Oppo

e. Xiaomi

f. Vivo

g. Bphone

h. Others…
 (If the respondent chooses phone phone, continue the survey. If not, close the survey)

● Design and features questions

Below is a set of statements about the phone phone’s design features. Please highlight a number

to indicate your disagreement and agreement with each statement on a scale of 1 to 5. If you are

unsure about your experience, please highlight number 0.

Strongly Strongly
Disagree Neutral Agree Not sure
disagree agree

1 2 3 4 5 0

Strongly Strongly
Disagree Neutral Agree Not sure
disagree agree

1. l can recognize a person using

1 2 3 4 5 0
the phone through their design

2. The phone comes in a variety

1 2 3 4 5 0
of colors for me to choose

3. I consider a phone's

performance as a factor for my 1 2 3 4 5 0

next new phone

 Strongly Strongly
Disagree Neutral Agree Not sure
disagree agree

1. l can recognize a person using

1 2 3 4 5 0
the phone through their design

2. The phone comes in a variety

1 2 3 4 5 0
of colors for me to choose

4. I do not like the phone camera

1 2 3 4 5 0
in comparison to other brands

5. If two phones have the same

design, I would choose the phone

1 2 3 4 5 0
thanks to Operating System's

unique features

6. I feel safe using the phone

because it protects my personal 1 2 3 4 5 0

information

7. The brand provides regular

updates for the phone’s operating

1 2 3 4 5 0
system which expands the

phone’s life usage

 Strongly Strongly
Disagree Neutral Agree Not sure
disagree agree

1. l can recognize a person using

1 2 3 4 5 0
the phone through their design

2. The phone comes in a variety

1 2 3 4 5 0
of colors for me to choose

8. I rather choose a phone with

1 2 3 4 5 0
long battery life

9. I decide to buy a phone

1 2 3 4 5 0
because of its ecosystem

10. I believe that Apple is a

leading brand in innovation and 1 2 3 4 5 0

technology

● Social influence questions

Below is a set of statements about the phone’s social influence. Please highlight a number to

indicate your disagreement and agreement with each statement on a scale of 1 to 5. If you are

unsure about your experience, please highlight number 0.

 Strongly Strongly
Disagree Neutral Agree Not sure
disagree agree

1 2 3 4 5 0

Strongly Strongly
Disagree Neutral Agree Not sure
Disagree agree

1. I see people with high

social status use iPhones, 1 2 3 4 5 0

so I want to have one

2. I bought the phone

because I saw good reviews 1 2 3 4 5 0

on social media

3. People around me tell

1 2 3 4 5 0
me to buy a phone

4. I saw posts of people

sharing pictures of their 1 2 3 4 5 0

phones with unique colors.

It makes me want to buy a

phone

5. I want to buy phones with

1 2 3 4 5 0
designs similar to phone

● Brand loyalty questions

Below is a set of iPhone statements. Please highlight a number to indicate your unlikeliness or

likeliness on a scale of 1 to 5.

Strongly Strongly
Disagree Neutral Agree Not sure
disagree agree

1 2 3 4 5 0
 Strongly Strongly Not
Disagree Neutral Agree
Disagree agree sure

1. I am likely to

recommend the Apple 1 2 3 4 5 0

iPhone to somebody.

2. I am not likely to

switch from iPhone to 1 2 3 4 5 0

other phone brands

3. I am satisfied with
1 2 3 4 5 0
my iPhone

4. I am looking forward

to seeing the launch of 1 2 3 4 5 0

the new phone

5. Apple’s warranty
1 2 3 4 5 0
service satisfied me

6. Considering your budget, what is the maximum amount you would be willing to spend on a

new smartphone?

● User preferences of purchasing phones

1. Which of the following factors most influences your smartphone purchasing decision?
 a. Brand

b. Feature

c. Reviews

d. Prices

e. Others

Below is a set of statements about the iPhone. Please highlight a number to indicate your

unlikeliness or likeliness on a scale of 1 to 5.

Strongly Strongly
Unlikely Neutral Likely Not sure
unlikely likely

1 2 3 4 5 0
 Strongly Strongly Not
Unlikely Neutral Likely
Unlikely Likely sure

1. I am likely to

upgrade to an iPhone in 1 2 3 4 5 0

the future.

2. I am curious about

the accessories that

1 2 3 4 5 0
come with my next

iPhone.

3. The designs and the

colors of my next new

1 2 3 4 5 0
iPhone decide whether I

buy the phone or not

4. The price of the

iPhone does not 1 2 3 4 5 0

influence my decision

5. I would buy an

iPhone if there are

1 2 3 4 5 0
promotions or discounts

at the moment.
 ● Demographic questions

Before ending this questionnaire, please find these personal questions below We would like to

know more about your personal background as it helps us understand your choice above.

1. Please identify your gender.

a. Male

b. Female

2. What is your age?

a. Less tha18 years old

b. 18-24 years old

c. 25-34 years old

d. 35-44 years old

e. 45-54 years old

f. 54-65 years old

g. More than 65 years old

3. What is your minimum wage per month?

a. Less tha5,000,000 VND

b. 5,000,000 VND to 7,000,000 VND

c. 7,000,000 VND to 15,000,000 VND

d. More than 15,000,000 VND

4. What is your work status?

a. Full-time employee

b. Part-time employee

c. Students

d. Unemployed

e. Others

5. What is your education level?

a. High school

b. Bachelor's degree

c. Master's degree

d. Others

6. What is your marriage status?

a. Family with no child

b. Family with no child

c. Single parent

d. Single

e. Others