Professional Documents
Culture Documents
2010 Laptop Study
2010 Laptop Study
Prepared for:
By:
Daniel Melville
Kait Matula
Corey Pinney
Mike Pelleteir
Title Page.................................................................................................................................1
Table of Contents.....................................................................................................................2
Executive Summary.................................................................................................................4
Introduction..............................................................................................................................5
Background Information on the Organization under Study........................................5
Nature of the Problem.................................................................................................5
Purpose of the Project.................................................................................................6
Problem Statement......................................................................................................6
Research Objectives....................................................................................................6
Definition of Terms.....................................................................................................6
Results...................................................................................................................................19
Question 1.................................................................................................................19
Question 2 ................................................................................................................19
Question 3.................................................................................................................19
Question 4.................................................................................................................19
Question 5.................................................................................................................20
Question 6.................................................................................................................20
Question 7.................................................................................................................21
Question 8.................................................................................................................21
Question 9.................................................................................................................21
Question 10...............................................................................................................21
Question 11...............................................................................................................22
Question 12...............................................................................................................22
Question 13...............................................................................................................22
Question 14...............................................................................................................22
Student Laptop Research 3
Question 15...............................................................................................................22
Question 16...............................................................................................................23
Question 17...............................................................................................................23
Cross Tabulation 1.................................................................................................................23
Cross Tabulation 2.................................................................................................................24
Cross Tabulation 3.................................................................................................................24
Cross Tabulation 4.................................................................................................................24
Cross Tabulation 5.....................................................................................................25
Cross Tabulation 6.................................................................................................................25
Cross Tabulation 7.................................................................................................................26
Cross Tabulation 8.................................................................................................................26
Cross Tabulation 9.................................................................................................................26
References................................................................................................................................33
Appendixes..................................................................................................................34
Appendix A: Laptop Survey........................................................................................24
Appendix B: Which brand of laptop do you own? (check only one)......37
Appendix C: How long have you had your laptop? (select nearest rounded number)............39
Appendix D: How often do you use your laptop outside of dorm? (Check only one)............40
Appendix E: How long does your battery last for?..................................................................41
Appendix F: How often does this limit your computer activities?..........................................43
Appendix G: Rate each one of the following hardware features on importance.....................44
Appendix H: What is your preferred screen size (select closest measurement)?....................50
Appendix I: Rate the statement on a scale of 1-10, WIFI capabilities are import to me.51
Appendix J: How concerned are you with the warrantee that came with your laptop?...........52
Appendix K: How long is your warranty (select closest description)?....................................53
Appendix L: How many times per semester do you call tech support never? ........................54
Appendix M: How satisfied you are with how your problem was handled by tech support...55
Appendix N: Who paid for your laptop (check only one)?......................................................56
Appendix O: What was the budget for purchasing the laptop (check only one)?....................57
Appendix P: Please indicate your gender (choose M or F)?....................................................58
Appendix Q: What is your class standing?..59
Appendix R: What is your major here at Pierce?.....................................................................60
Appendix S: Cross Tabulation 1..............................................................................................62
Appendix T: Cross Tabulation 2..............................................................................................64
Appendix U: Cross Tabulation 3..............................................................................................66
Appendix V: Cross Tabulation 4..............................................................................................67
Appendix W: Cross Tabulation 5.............................................................................................68
AppendixX:CrossTabulation6................................................................................................................69
AppendixY:CrossTabulation7..70
AppendixZ:CrossTabulation8......71
AppendixAA:CrossTabulation9..72
Student Laptop Research 4
Executive Summary
Throughout the past couple of years more and more laptops have been produced with
even more options to choose from making it difficult for a student to simply just pick and
choose one. Laptops market consists of many different individuals, however students are
produce laptops in a consistent matter that is better in some way then the last one, as well
as to grow a competitive advantage. The issue is that many students do not take on as
much research as they should before purchasing a laptop. This further causes more issues
whether it is technological or just not the right fit for that specific individuals needs.
The market research team conducted a study for the students at Franklin Pierce
University. This study was to determine which laptops are suitable for different majors
as well as the current most popular brand laptops. The researchers created a survey that
would find out the type of laptop a student current has, the popularity of different
capabilities, pricing and so forth. The research demonstrated that the students on campus
could benefit from further advice about laptops. The research also demonstrated how
similar tastes are in reference to brands and abilities that a laptop offers throughout years.
Student Laptop Research 5
Introduction
grounded in the liberal arts, with a focus on personal attention and high-quality
instruction. The University consists of the College at Rindge and the College of
Graduate & Professional Studies. Degrees are offered through the doctoral level. The
institutional mission focuses on preparing citizens and leaders of conscience for a new
This college has 1,500 undergraduate students and 391 employees. The average
class size is 16 students with a student to staff ratio of 16:1. This school holds two 14
week semesters as well as two 4 week summer sessions. The yearly the tuition and fees
for 2010-2011 cost $39,400 and according to Hoovers online database, this school has
an annual income of over $69 million. The best laptop is different for everybody. Some
people want a laptop that will just be used for the basics; others want a more
sophisticated laptop that features high definition graphics. There is a laptop that
ultimately fits your daily needs its just finding out those specific components you are
technologies to do well. The basis of modern technology starts with the students own
computer; yet not only must students have a computer; they must have the right
Student Laptop Research 6
computer. There is a vast pool of components that go into computers, and if uneducated
in the matter one might not find the computer that suits their needs.
Current and incoming students, as well as parents, looking for a new computer
will be able to use the information found while searching for a new computer. It would be
helpful for students to know, before making any purchases, the benefits of owning any
certain computer. With given information it can steer students into making the correct
choice before spending any money that will further be beneficial for their specific needs.
Problem Statement
Research Objectives
Identify the most important features Franklin Pierce University students want in a
laptop computer.
Identify the brand with the most effective and reliable customer service/tech
support.
Identify features that laptops do not currently have that students want.
Definitions
(www.merriam-webster.com/dictionary)
Student Laptop Research 7
Broad Band: of, relating to, or being a high-speed communications network and
webster.com/dictionary)
Cache: a computer memory with very short access time used for storage of frequently or
Computer: a programmable usually electronic device that can store, retrieve, and process
data (www.merriam-webster.com/dictionary)
webster.com/dictionary)
data (as on a company's local area network or intranet) by outside computer users
webster.com/dictionary)
webster.com/dictionary)
Operation system: software that controls the operation of a computer and directs the
Literature Review
Background Information
Every year college tuitions increase and students are spending more and more
money to attend these institutions of higher learning. In addition to the tuition, room and
board, books, lab fees and various other required expenses, laptops are quickly becoming
a mandatory piece of equipment for the college student. Students have been using
computers to complete assignments and perform research for a long time, and according
to the College Explorer studys inception, the number of desktop computer owners has
yielded to the increase in laptop owners. As of 2009, 75% of students reported ownership
of a laptop computer (Totally Wired Campus, 2009.) On campus, students use their
laptops for things such as taking notes in class, working on assignments and course
material, communicating with professors and peers, find jobs and internships, take online
classes, reading the news, organize plans and finances, and multimedia (Chong Leng,
important for them to understand what aspects of these machines they need based on
what they will use them for. Theses aspects include the type of operating system and
software, the internal components, the usability of the hardware, wireless capabilities,
appearance, size and mobility, damage and theft concerns, the screen, battery life, media
The two most popular brands of operating systems are Macintosh, which comes
with Apple computers, and Windows, which holds a larger market share and comes with
just about every other brand of computer. Now, Apple computers come with the same
Student Laptop Research 10
Intels Core Dui chips that HP and Dell models come with, which enable them to run
Windows, so Apple has become more attractive to PC users (Park, 2006.) It is also
important to consider the software that comes with the machine. The iBook series by
Apple comes with software for managing and buying digital music, organizing and
sharing digital photos, making movies, and creating music (M. K. F., A, 2004.) Apples
GarageBand, which comes free on every new Mac, is a program for creating and
Internal Components
For the average consumer, most of the technological computer terms that refer to
the internal components of the machines are very confusing, but it is still important to
know what you are paying for. According to an article published by U.S. News & World
report, for a high power laptop you need at least an Intel Pentium-Level or an Apple 4G
processor. The computers hard drive should not be less that 40 gigabytes and have at
least 512 MB of memory (M. K. F., A., 2004.) The Dell Latitude D520 laptop is packing
an Intel Core Duo processor, which provides the user with fast mobile performance.
Wireless Capability
handy component to have on a laptop if the user plans to bring the computer along to
class and other places. Students at the University of Colorado have experienced
frustration with the weak Wi-Fi capability of the laptops provided by the school library
(Feldmann, 2008.) Being able to connect to the Internet wirelessly has become a must in
Student Laptop Research 11
laptops. The addition of Wi-Fi capability will cost more, but the mobility is worth the
Usability of Hardware
After covering what is at work inside the computer, students need to look at how
things work on the surface. Some models stock hardware is more user-friendly than
others. For instance, the designers of HPs Pavilion dv5000 model laptop kept in mind
the equipment that would be plugged into the computer, chargers, printers, USB drives,
etc., and created a smart layout of ports and inputs (Park, 2006.) Dell made the touch pad
on the Latitude D520 large and comfortable for the user to operate (Top Ten Tech
Tools, 2006.) The different models distinct hardware helps establish each laptops
appearance.
Physical Appearance
Each of the laptops appearance adds a certain amount of value to each owner.
capitalizes on this consumer behavior with its Pavilion dv5000 laptop which features
elegant silver and piano-black finish and a speaker set up which makes the whole
computer look more expensive (Park, 2006.) Apple computers take another approach and
attract students with a simpler minimalist design (Park, 2006.) The size of the unit also
changes its appearance, but it is a larger player in determining the mobility of the laptop.
The importance of mobility for students in college is that they have more
flexibility in choosing where to study (Read, 2006.) Students that work better in quieter
Student Laptop Research 12
areas can take their more mobile laptops to secluded areas (Feldmann, 2008.) Students at
the Northern Virginia Community College have reported complaints about the lack of
mobility of their laptops. These students claim that their computers are too bulky and in
some cases too heavy to bring around campus without a hassle (Carlson, 2006.) This
issue has found its way back to the manufactures, who have been producing smaller and
smaller laptops. Dells Latitude D520 weighs 6.2 pounds and is easy to tote around (Top
Ten Tech Tools, 2006.) Apple comes out on top in this category selling a laptop with a
skinny 1-in. profile that weighs in at 5.2 pounds (Park, 2006.) Physically taking your
Since more and more computers are seeing their way past the safety of the dorm
room walls, damage and theft are becoming increasingly more important concerns.
Traveling with a laptop makes it susceptible to damage (Carlson, 2006.) This could be
due to someone knocking it off of a desk, dropping it while walking, or even something
falling or spilling onto it. Dell has released laptops with spill resistant keyboards to help
reduce the increase of punishment the unit can take (Top Ten Tech Tools, 2006.) There is
also a possibility for laptops to be stolen when they are out on campus (Carlson, 2006.) If
a laptop is stolen, the owner has about a two percent chance of recovering it. This is a
valid excuse for leaving the computer at home, but doesnt do anything for the lose of
connivance. To improve these odds, GPS locating services have been developed and are
now offered to laptop owners for about $60 per year. This method of location includes an
app that hides in the computers BIOS and periodically connects to the Internet to report
the location. When a laptop is stolen, the owner contacts the company, which, bases in
Student Laptop Research 13
the IP address, finds the location of the laptop with startling accuracy (Strohmeyer,
2010.)
Screen Size
Screen size is one important aspect of a laptop that cannot be ignored. Of course
the bigger the screen on your laptop the less stress is going to be on your eyes. For
example HP's Pavilion dv5000 has a 15.4 inch wide-screen display (Park, 2006.) This
will make it easier on the eyes when youre up doing that last minute homework
assignment. Another good example of a big screen would be Toshiba's Satellite P25-
S670; this model has a 17 inch widescreen display (M. K. F., A., 2004.) On the other
hand, larger screens require more power to run, thus using up battery life faster.
Battery Life
More and mores students are bringing laptops to class for the purpose of taking
notes, and with two or three classes a day, that laptop is going to need a significant
amount of battery life. To make this possible for an on campus student, there should be at
least six to eight hours of battery life to the laptop you are lugging (M. K. F., A., 2004.)
Some manufacturers are starting to realize the need for more battery life, so they are
starting to take that into consideration when producing the next model of their laptop. A
good example of such is Dell; Dell recognized the need for longer battery life in their
laptops so the company produced the Dell latitude D520 laptop. Dell claims that this
model has significantly more battery life than previous models (Top Ten Tech Tools,
2006.)
Student Laptop Research 14
Media Capabilities
Probably the most important aspect of a laptop for college students is the laptops
media capabilities. Everyone knows that students love their music, photos, and movies,
so naturally that is going to be something that is looked at first when selecting their first
or replacement laptop. Some laptops are better for different things in the area of media,
for instance the Apple MacBook Pro has serious gaming and multimedia capabilities
(Park, 2006.). The Apple iBooks capabilities are more towards the area of downloading,
managing, and sharing music. The iBook is also a perfect laptop for creating music, and
comes complete with recording software which is ideal for aspiring musicians and music
students. The iBook can also double as a home entertainment system that comes complete
There are little features that are looked for as well, such as the volume ranges of
the speakers. HP's Pavilion dv5000 comes complete with front-mounted speakers which
are perfect for music and movies (Park, 2006.) With all the new advances in the
television and film industry, its only right that laptops be equipped to produce the same
kind of visual quality. The SONY VGN-AR 570 comes with a high-def cable-TV tuner
and also sports a Blu-ray drive for playing or recording movies (AND TODAY'S MUST-
HAVE CAMPUS GEAR, 2007). There are plenty of media capabilities that are out there
to choose from. The market is advancing in every aspect of media so laptops are
Price
Now its no secret to anyone who is looking into buying a laptop that the more
programs, capabilities and hardware that a laptop comes with the more expensive the
Student Laptop Research 15
laptop is going to be. Laptops in general are not cheap but the price can range a
significant amount. For instance the HP's Pavilion dv5000 start at $729 and can go
upwards of $1000 (Park, 2006.) Both Dell and Apples laptops are equally affordable
and start at around $669, however the newer the model and the more features the laptop
has the more expensive the laptop is going to be. Companies like IBM, have the more
expensive laptops starting at $1,349 (M. K. F., A., 2004.) Toshiba also has one of the
more expensive models on the market; their Satellite P25-S670 starts at an incredible
$2,699 (M. K. F., A., 2004.) Knowing the right combination of programs, features,
capabilities, and hardware for you will help you lower the price of your computer by
Problem Identification
The problem that the research group identified was the struggle for students to
find the right kind of laptop to suit their individual needs. Whether it be for their interests,
major, or just identify a brand and model that is within their price range. We have
identified our client as the student body, and incoming students, here or soon to come to
Development of Survey
The development of our survey started with our literature review. Through our
etc. It continued in class where we reviewed how to properly put together questions to a
survey and what the format should look like. We used the information from our literature
review to formulate the questions. Using media, hardware, battery life, screen size, and
other features as basis for those questions; the questions were formulated in a group
Definition of Population
The student population of the Rindge campus is the Franklin Pierce students. On
the campus at Rindge, there are currently 1,391 students enrolled in the undergraduate
programs.
Sample Size
The specific chosen sample size for the laptop survey is the Franklin Pierce
University Rindge campus, within the campus, 40 students from each class were chosen,
Student Laptop Research 17
20 in which were males, and 20 in which were females. This was determined to further
get a better idea to elaborate on laptops as well as represent an even mathematical setting.
place to the convenience of each student within the Laptop survey to pick a specific place
and time that best fits their schedule and hand out surveys. The quota sampling method
Research class was the identification of how many males and females will be selected
within each class to produce a total of 160 surveys. With this number a quota was further
from each class. When handling the surveys each team member will be counting and
double checking to make sure the quota continues to be consistent throughout the
research.
Assumptions
The fundamental assumption that we made was that respondents answered the
questions honestly. For starters, we asked that only those students who owned their own
laptop take the survey. Only data collected from laptop owners would be useful to this
study. We also assumed that responds owned certain brands of computer, but we gave the
opportunity to indicate otherwise if need be. Finally, we made the assumption that
Limitations
The most difficult limitation of this research was the limited amount of time in
which we had to collect data and report our analysis. Due to the lack of time, we had to
settle for a nonrandom sample of the population. This research would be much more
accurate if the respondents were chosen randomly. We had to settle for an estimated
stratified sampling including 20 males and 20 females from each class standing on
campus. At the very lease this leaves us with a decent sample size in relation to the total
population.
Student Laptop Research 19
Results
Question 1
Out of 160 respondents 58 reported that they own Apple computers, making up
36.2% of the sample. 35 reported that they own Dell computers, making to 21.9% of the
sample. There were 29 HP owners, representing 18.1% of the sample. The remaining
23.7% of students were owners of a computer made by Sony, Asus, Acer, Toshiba, or
selected other.
Question 2
Out of 160 respondents 45, or 28.1%, have had their laptop for less than one year.
40, or 25%, have had their laptop for 1 year. 37, or 23.1%, have had their laptop for 2
years. 28, or 17.5%, have had their laptop for 3 years. Finally, only 2 students, making up
Question 3
Out of 160 respondents 60, or 37.5%, use their laptops outside of their dorms
room almost every day. 41, or 25.6%, use their laptops outside of their dorm rooms one
or two times per week. 30, or 18.8%, use their laptops outside of their dorm rooms three
to four times per week. Finally, 29, or 18.1% reported that they never use their laptops
Question 4
Out of 151 respondents 33, or 20.6%, have a battery life of 2 hours. 26, or 16.2%,
have a battery life of 3 hours. 23, or 14.4%, have a battery life of 4 hours. 19, or 11.9%,
have a battery life of 1 hour. 11 or 6.9%, have a battery life of 8 hours. 7, 4.4%, have a
battery life of less that 1 hour. 4, or 2.5%, have a battery life of 7 hours.
Student Laptop Research 20
Question 5
Out of 159 respondents 74, or 46.2% reported that their battery life never limits
their computer actives. 67, or 41.9%, reported that their battery life sometimes limits their
computer actives. 18, or 11.2%, reported that their battery life always limits their
computer actives.
Question 6
important and 5 being most important) for screen size of their laptop. 50, or 31.2%, chose
important and 5 being most important) for battery life of their laptop. 61, or 38.1%, chose
important and 5 being most important) for media capabilities of their laptop. 48, or 30%,
chose 5. 40, or 25%, chose 3. 17, or 10.6%, chose 2, and only 2, or 1.2%, chose 1.
important and 5 being most important) for portability of their laptop. 53, or 33.1%, chose
5. 31, or 19.4%, chose 3. 11, or 6.9%, chose 2, and only 1 student, making up .6% or the
sample chose 1.
important and 5 being most important) for WiFi capabilities of their laptop. 37, or 23.1%,
chose 4. 10, or 6.2%, chose 3. 5, or 3.1%, chose 2. 6, or 3.7%, chose 2, and 0 responds
chose 1.
Student Laptop Research 21
important and 5 being most important) for having a full keyboard. 45, or 28.1%, chose 4.
Question 7
Out of 160 respondents 81, or 50.6%, prefer a 15 in screen. 30, or 18.8%, prefer a
1.9%, prefer a 10 in screen, and 3, or 1.9%, prefer a screen larger than 17 in.
Question 8
strongly disagree and 10 being strongly agree) indicating that Wi-Fi capability is very
important to them. 33, or 20.6%, chose 9. 23, or 14.4%, chose 8. 19, or 11.9%, chose 7. 6,
students chose 1 or 2.
Question 9
Out of 159 respondents 74, or 46.2%, stated that the warrantee was a secondary
concern when buying their laptop. 46, or 28.8%, stated that the warrantee was a primary
concern. Finally, 39, or 24.4%, stated that the warrantee was an after thought.
Question 10
Out of 148 respondents 68, or 42.5%, have a 2-year warrantee on their laptops.
48, or 30%, have a 1-year warrantee on their laptops. 13, or 8.1, have a 3-year warrantee
on their laptops. 12, or 7.5%, have a 4-year warrantee on their laptops. Only 7, or 4.4%,
Question 11
Out of 154 respondents 98, or 61.2%, reported that they have never called tech
support. 38, or 23.8%, have called tech support once. 13, or 8.1%, have called three
Question 12
Out of 109 respondents 37, or 23.1%, reported having neutral feelings about the
way their problem was handled by tech support. 28, or 17.5%, were satisfied. 17, or
10.6%, were very satisfied. 15, or 9.4%, were dissatisfied. Finally, 12, or 7.5%, were very
Question 13
Out of 158 respondents 94, or 58.8%, reported that their parents paid for their
laptops. 52, or 32.5% reported that they paid for their laptops themselves. 12, or 7.5%,
Question 14
Out of 157 respondents 54, or 33.8%, reported a budget of between $900 and
$1200. 33, or 20.6%, reported a budge between $600 and $900. 27, or 16.9%, reported a
budge between $300 and $600. 23, or 14.4%, reported a budge between $1200 and
$1500. 16, or 10%, reported a budge of over $1500. Lastly, 4, or 2.5%, reported a budge
of under $300.
Question 15
Out of 160 respondents 80, or 50%, are male and 80, or 50%, are female.
Student Laptop Research 23
Question 16
Out of 160 respondents 40, or 25%, were freshmen. 40, or 25%, were
Question 17
Out of 160 respondents 43, or 26.9%, were Business majors. 17, or 10.6%, were
Science majors. 8, or 5%, were English majors. 16, or 10%, were Education majors. 7, or
4.4%, were Art majors. 1, or .6%, was a Music majors. 26, or 16.2%, were Criminal
Justice majors. 18, or 11.2%, were Mass Communication majors. 6, or 3.8%, were
Psychology majors. 3, or 1.9%, were Theater majors. 6, or 2.8%, were History majors,
Cross tabulation 1
Undecided students uses Apple laptops. 2 Business, 1 Science, 3 Criminal Justice, 1 Mass
student uses Asus laptops. 1 Business, 2 English, 1 Education, 2 Art, 2 Criminal Justice,
and 2 Undecided students use Acer laptops. On the other hand, 7 Business, 2 Science, 1
Student Laptop Research 24
Cross tabulation 2
Cross tabulation 2 shows 2 HP, 1 Apple, and 1 user of another laptop chose
Under $300 for a budget. 7 Dell, 6 HP, 1 Apple, 3 Sony, 5 Acer, 4 Toshiba, and 1 user
of another laptop chose $300-$600 for a budget. 12 Dell, 6 HP, 4 Apple, 2 Sony, 3
Acer, and 6 Toshiba users chose $600-900 for a budget. 9 Dell, 10 HP, 25 Apple, 2
Sony, 2 Asus, 2 Acer, 3 Toshiba, and 1 user of another laptop chose $900-$1,200 for a
budget. 3 Dell, 3 HP, 16 Apple, and 1 Sony user chose $1,200-$1,500 for a budget.
Also, 3 Dell, 2 HP, 9 Apple, and 2 Toshiba users chose Over $1,500 for a budget
(Appendix R).
Cross tabulation 3
Apple, and 1 Acer user chose Least Important. In reference to screen size importance 1
Dell, 7 HP, 8 Apple, 2 Sony, 1 Acer user chose Less Important. In reference to screen
size importance 9 Dell, 13 HP, 23 Apple, 2 Sony, 1 Asus, 2 Acer, and 9 Toshiba users
chose Neutral. In reference to screen size importance 18 Dell, 5 HP, 15 Apple, 3 Sony,
screen size importance 4 Dell, 2 HP, 7 Apple, 1 Sony, 2 Acer, and 2 Toshiba users chose
Cross tabulation 4
life importance. 3 HP, 2 Apple, and 1 Acer user chose Less Important in relation to
Student Laptop Research 25
battery life importance. 4 Dell, 9 Apple, 2 Asus, 2 Acer, and 3 Toshiba users chose
Acer, and 6 Toshiba users chose More Important in relation to battery life. On the other
hand, 15 Dell, 15 HP, 24 Apple, 3 Sony, 5 Acer, and 6 Toshiba users chose Most
Cross tabulation 5
Cross tabulation 5 shows when asked about media capabilities importance 1 Dell
and 1 Acer user chose Least Important. When asked about media capabilities
importance 5 Dell, 3 HP, 6 Apple, 1 Sony, and 1 Acer user chose Less Important.
When asked about media capabilities importance 9 Dell, 8 HP, 15 Apple, 3 Acer, and 3
Toshiba users chose Neutral. When asked about media capabilities importance 8 Dell,
10 HP, 20 Apple, 6 Sony, and 5 Toshiba users chose More Important. Additionally, 11
Dell, 8 HP, 16 Apple, 1 Sony, 2 Asus, 3 Acer, 7 Toshiba users chose Most Important
Cross tabulation 6
Dell, 2 HP, 2 Apple, 1 Acer, and 1 Toshiba user considered portability Less Important.
6 Dell, 6 HP, 11 Apple, 1 Sony, 2 Asus, 3 Acer, and 2 Toshiba users considered
Toshiba users considered portability More Important. While 11 Dell, 9 HP, 23 Apple, 4
Sony, 2 Acer, and 3 Toshiba users considered portability Most Important (Appendix
V).
Student Laptop Research 26
Cross tabulation 7
and 1 Acer user chose Less Important. In reference to WiFi importance, 3 Dell, 1 HP, 4
Apple, and 2 Toshiba users chose Neutral. In reference to WiFi importance, 9 Dell, 8
HP, 12 Apple, 3 Sony, 3 Acer, and 2 Toshiba users chose More Important. 22 Dell, 15
HP, 40 Apple, 4 Sony, 1 Asus, 6 Acer, and 11 Toshiba users chose Most Important in
Cross tabulation 8
Cross tabulation 8 shows 2 Apple and 1 Toshiba user chose Least Important in
relation to full keyboard importance. 2 Dell, 1 HP, 4 Apple, 1 Sony, and 1 Acer user
chose Less Important in relation to full keyboard importance. 2 Dell, 2 HP, 8 Apple, 2
Sony, 2 Acer, and 1 Toshiba user chose Neutral in relation to full keyboard importance.
8 Dell, 10 HP, 13 Apple, 4 Sony, 3 Acer, and 5 Toshiba users chose More Important in
relation to full keyboard importance. Furthermore, the choice Most important was
selected by, 22 Dell, 16 HP, 30 Apple, 1 Sony, 2 Asus, 4 Acer, and 8 Toshiba users.
Cross tabulation 9
Cross tabulation 9 shows when asked about tech support 1 Dell, 4 HP, 5 Apple,
and 1 Toshiba user were Very dissatisfied. When asked about tech support 1 Dell, 5
HP, 5 Apple, 1 Sony, 1 Acer, and 2 Toshiba users were Dissatisfied. When asked about
tech support 11 Dell, 5 HP, 10 Apple, 2 Sony, 1 Asus, 4 Acer, and 4 Toshiba users were
Neutral. When asked about tech support 10 Dell, 3 HP, 12 Apple, 1 Acer, and 2
Student Laptop Research 27
Toshiba users were Satisfied. On the other hand, 2 Dell, 2 HP, 7 Apple, 1 Sony, and 3
Toshiba users were Very satisfied when asked about tech support.
Student Laptop Research 28
Discussion
For many students on college campuses laptops are too bulky and heavy to
transport conveniently. This has resulted in consumer demand for smaller, lighter, and
more portable models. Apple has the thinnest and lightest laptops, carrying models as
slim as 1 inch and as lightweight as 5.2 pounds. Dell is second in this category with units
coming in at 6.2 pounds. Apple is the most popular laptop manufacture among students at
survey. 21.9% of students who participated in our study report owned laptops made by
Dell. Apple and Dell laptops dominating the market among these students reflects our
findings that 37.5% who responded bring their computers out of the dorm room almost
everyday. Just over a quarter of the participants transport their laptop around campus at
least once a week. Only 20% of survey takers reported that they never take their laptops
Researchers have documented suggestions not to settle for a battery lasting less
than 6-8 hours. The majority of participants of our research have deviated from batteries
lasting this long. The most common amount time a battery was reported to last is 2 hours,
claimed by 20.6% of survey takers. 16.2% of surveys takers claimed that their batteries
last 3 hours. Followed by 14.4% with a battery life of 4 hour. Only 4.4% of participants
have indicated a battery life of less than hour, and only 17.5% of the respondents reported
interrupted by lack of battery life. 41. 9% said that they sometimes find themselves being
Student Laptop Research 29
restricted, and 11.2% claim to always be restricted. There results are not a perfect match
to the leading battery life of 2 hours, but with 13.1% of respondents having 4 hours of
The average screen size for laptops being sold today is between 15 and 17 inches.
The primary research has reported that 50% of Franklin Pierce University students who
took our survey own a laptop with a 15-inch screen. The second most common screen
declared having 13-inch screens, followed by 11.2% with 14-inch screens, and finally
1.9% of survey takers with a 10-inch screen. The data collected from this question
laptop models. It is clear that the majority of responds to our survey agree with this
for the statement Wifi capabilities are important to me. 20.9% chose 9, and the slope
continued downward with 14.4% choosing 8, 11.9% with 7, 2.8% with 6, 1.9% with 5,
Comprising all secondary sources that were consulted, the average price for a
laptop retailed between $700 and $1,300. This was the exact price range that the majority
of participants selected as their budgets for buying their computers. 33.1% selected $900
- $1200, and 20.6% selected $600 - $900 as their Budget. The $300 - $600 range was
next with 16.9%, followed by the $1200 - $1500 range with 14.4%. 10% of participant
stated that they were willing to spend more than $1500, and only 2.5% of respondents
Conclusion
The results showed that students at Franklin Pierce University found WIFI to be
the most important hardware feature on a laptop, as well as the laptop having a full
keyboard and long battery life. Surprisingly enough, it was found that screen size was the
least important feature to these students. Though of all these features, in addition to
media capabilities and portability, students are concerned about every one of these in
there laptops.
The most prominent brand on campus is Apple, followed by Dell and HP. There
is a small group of Toshiba and Acer users, however, three quarters of Franklin Pierce
Both Apple and Dell users were satisfied with the tech support found here at
Franklin Pierce. Though there is a small group of Toshiba users, the majority of them
were very satisfied with the tech support. Acer, Asus, and Sony users all were neutral in
terms of the tech support. HP, however, were the least satisfied users here at Franklin
Pierce.
Over 95% of the students at Franklin Pierce would agree WIFI to be an important
feature with a laptop. As this campus is gaining more WIFI hotspots, it will become more
convenient for students to have WIFI capabilities; it could be expected for students to
Recommendations
The marketing research team completed this market research survey with better
knowledge of the specifications in which Franklin Pierce students on the Rindge campus
look for before purchasing a laptop as well as which laptop best overall serves different
Student Laptop Research 31
students in different majors. The market research team aimed to further educate people
about computer technology and help guide current students as well as incoming students
This market research team did not have a client in which we worked with to better
them overall but to further provide information to various people who may be unaware.
One recommendation could be to set aside not only a time slot during freshmen
orientation to understand how the service works on the Rindge campus but to additionally
provide information on various laptops used on campus and the variety of specifications.
A second suggestion would be to have the IT department on campus follow through with
even more knowledge on the variety of laptops used and the specifications. Another
recommendation could also be sending out packets to potential Franklin Pierce students
in regards to being aware of information such as processors, hard drive, screen size,
pricing, warranty, wireless etc as well as other information in purchasing a laptop that
students purchased a laptop between the prices of $300-$1500. Although this is a very
broad range it is dependent upon the brand and the specifications that come with it. The
survey showed that 52 of the students themselves purchased the laptop and 92 of the
students parents purchased it for them. The majority of students who took the survey had
between either a 1-2 year warranty, which the researches recommend at least looking into
one year. The average size for a laptop is 15 and according to the research provided
50% having one currently. The other 50% of students was scattered between having a
13 and 17. The importance of hardware features given in accordance to the market
Student Laptop Research 32
research group showed that the top rated features suggest batter life, media capabilities,
portability, wifi and a full keyboard were the most significant. According to Franklin
Pierce students who took the survey the majority of students had either a Mac book, Dell,
or HP.
Student Laptop Research 33
References
Carlson, S. (2006). For Commuting Students, Laptops Are Too Bulky. Chronicle of
Higher Education, 53(5), A32. Retrieved from Academic Search Premier
database.
Jefferson, G. (n.d). (2010) Musicians ditch studios for computers. USA Today, Retrieved
from Academic Search Premier database.
M. K. F., A. (2004). Learning to lug the right laptop. U.S. News & World Report,
136(13), 65. Retrieved from Academic Search Premier database.
McEwen, William J. PhD. High-Tech Products: The New Necessities. Gallup. (2005)
<http://www.gallup.com/poll/20530/HighTech-Products-New-Necessities.aspx>
Park, A. (2006). Big Laptops On Campus. BusinessWeek, (3997), 68-69. Retrieved from
Academic Search Premier database.
Read, B. (2006). ONLINE. Chronicle of Higher Education, 53(16), A28. Retrieved from
Academic Search Premier database.
Strohmeyer, R. (2010). Lost!. PC World, 28(5), 85-91. Retrieved from Academic Search
Premier database.
Top Ten Tech Tools. (2006). Careers & Colleges, 27(1), 18-20. Retrieved from
Academic Search Premier database.
Totally Wired Campus The Class of 2013 Gets High Tech Grades. Harris Interactive.
(2009).<http://www.harrisinteractive.com/vault/Client_News_Alloy_Media_Marketi
ng_2009_11.pdf>
Student Laptop Research 34
Appendix A
Laptop Survey
We are a team of marketing research students at Franklin Pierce University investigating the type
of laptops that best serves community members. Our aim is to educate people about computer
technology and help guide them to the correct laptop purchase. Your responses will be kept
confidential and will be reported as aggregate data only. Thank you in advance for your help and
time.
2. How long have you had your laptop? (Selected to nearest rounded number)
______Less than 1 year (1)
______1 year (2)
______2 years (3)
______3 years (4)
______4 years (5)
______5 (+) years (6)
3. How often do you use your laptop outside of your dorm room? (Please choose one)
______Never (1) ______1 2 times per week (2) ______3 4 times per week (3)
______Almost everyday (4)
7. What is your preferred screen size? (Please select the closest measurement.)
______10 in. (1)
______13 in. (2)
______14 in. (3)
______15 in. *Standard size for windows machines (4)
______17 in. (5)
______over 17 in (6)
Rate the following statement on a scale of 1 10, 1 being strongly disagree and 10 being strongly
agree.
9. How concerned were you with the warrantee that came with your laptop? (Please select the
closes description)
______It was a primary concern. (1)
______It was a secondary concern. (2)
______It was an after thought. (3)
11. How many times per semester do you call tech support? (If never, skip number 12)
______Never (1)
______Once (2)
______Twice (3)
______Three times (4)
______Four times (5)
______Five or more times (6)
12. On a scale of 1 5 indicated how satisfied you are with the way your problem was handled by
tech support.
______very dissatisfied (1) ______dissatisfied (2) ______neutral (3)
______satisfied (4) ______very satisfied (5)
Appendix A
Appendix B
Appendix B
18%
Dell
22% HP
37% Apple
Sony
Asus
Acer
Toshiba
Other
2%
9%
6% 1% 5%
Student Laptop Research 39
Appendix C
50
45
45
40
40
37
35
30
28
Count
25
20
15
10
8
5
2
0
Less than 1 year 1 year 2 years 3 years 4 years 5 or more years
Cumulative
Frequency Percent Valid Percent Percent
Appendix D
Cumulative
Frequency Percent Valid Percent Percent
How often do you use your laptop outside of your dorm room?
70
60
60
50
41
40
Count
30
30 29
20
10
0
Never 1-2 times per week 3-4 times per week Almost everyday
Student Laptop Research 41
Appendix E
How long does your battery last for?
35
33
30
26
25
23
20 19
Count
15
15
13
11
10
5 4
0
Less than 1 1 hour 2 hours 3 hours 4 hours 5 hours 6 hours 7 hours 8 or more
hour hours
Student Laptop Research 42
Appendix E
Cumulative
Frequency Percent Valid Percent Percent
Appendix F
Cumulative
Frequency Percent Valid Percent Percent
Missing System 1 .6
80
74
70
67
60
50
Count
40
30
20 18
10
0
Never Sometimes Always
Student Laptop Research 44
Appendix G
Rate each of the following hardware features of a laptop on there importance (1 being least
important and 5 being most important)
4.52
4.5
4.23 4.25
3.98
4
3.8
3.5
3.31
3
Average Count
2.5
1.5
0.5
0
Screen Size Battery Life Media Capabilities Portability Wifi Full keyboard
Student Laptop Research 45
Appendix G
Rate screen size on its importance.
Cumulative
Frequency Percent Valid Percent Percent
Cumulative
Frequency Percent Valid Percent Percent
Appendix G
Rate media capabilities on importance.
Cumulative
Frequency Percent Valid Percent Percent
Appendix G
Rate portability on importance.
Cumulative
Frequency Percent Valid Percent Percent
Appendix G
Cumulative
Frequency Percent Valid Percent Percent
2.5 1 .6 .6 3.9
Appendix G
Rate full keyboard on importance.
Cumulative
Frequency Percent Valid Percent Percent
Appendix H
What is your preferred screen size?
Cumulative
Frequency Percent Valid Percent Percent
90
80
80
70
60
50
Count
40
30
30
25
19
20
10
3 3
0
10in. 13in. 14in. 15in 17in. over 17in.
Student Laptop Research 51
Appendix I
Rate the following statement on a scale of 1-10, 1 strongly diagree and 10 stronly agree:
WiFi capabilities are important to me
80
71
70
60
50
ount
40
C
33
30
23
20 19
10
6
3
2 2
0 0
0
Strongly Strongly
Disagree Agree
Cumulative
Frequency Percent Valid Percent Percent
Missing System 1 .6
Appendix J
How concerned were you with the warranty that came with your laptop?
80
74
70
60
50
46
Count
39
40
30
20
10
0
Primary Concern Secondary Concern After Thought
How concerned were you with the warrantee that came with your laptop?
Cumulative
Frequency Percent Valid Percent Percent
Missing System 1 .6
Appendix K
How long is the warranty on your laptop for?
80
70 68
60
50 48
Count
40
30
20
13
12
10
7
0
1 year 2 years 3 years 4 years 5 or more years
Cumulative
Frequency Percent Valid Percent Percent
Appendix L
How many times per semster do you call tech support?
120
100 98
80
Count
60
40 38
20
13
0
Never Once Twice Three Times
Cumulative
Frequency Percent Valid Percent Percent
Appendix M
On a scale of 1-5 indicated how satisfied you are with the way your problem was your problem
was handled by tech support
40
37
35
30
28
25
Count
20
17
15
15
12
10
0
Very Dissatisfied Dissatisfied Neutral Satisfied Very Dissatisfied
On a scale of 1-5 indicated how satisfied you are with the way your problem was
handled by tech support.
Cumulative
Frequency Percent Valid Percent Percent
Appendix N
Who paid for your laptop?
100
94
90
80
70
60
52
Count
50
40
30
20
12
10
0
You Your Parents Other
Cumulative
Frequency Percent Valid Percent Percent
Appendix O
What was the budget for purchasing the laptop?
60
54
50
40
33
Count
30
27
23
20
16
10
0
Under $300 $300-$600 $600-$900 $900-$1,200 $1,200-$1,500 Over $1,500
Cumulative
Frequency Percent Valid Percent Percent
Appendix P
Please indicate your gender?
90
80 80
80
70
60
50
Count
40
30
20
10
0
Male Female
Cumulative
Frequency Percent Valid Percent Percent
Total 160 100.0 100.0
Student Laptop Research 59
Appendix Q
What is your class standing?
45
40 40 40 40
40
35
30
25
Count
20
15
10
0
Freshman Sophomore Junior Senior
Cumulative
Frequency Percent Valid Percent Percent
Appendix R
Student Laptop Research 61
Appendix R
What is your major here at Pierce?
Cumulative
Frequency Percent Valid Percent Percent
Music 1 .6 .6 57.5
Appendix S
Student Laptop Research 63
Appendix S
Which brand of laptop do you own? * What is your major here at Pierce? Cross tabulation
Count
Business Science English Education Art Music Criminal Mass Psychology Theatre N/A History Total
e unication
Which Dell 12 2 2 2 1 0 7 3 2 1 2 1 35
HP 7 5 1 4 1 0 3 4 0 0 2 2 29
of
laptop Apple 12 7 3 8 3 1 8 8 3 1 2 2 58
do
you Sony 2 1 0 0 0 0 3 1 0 1 0 0 8
own?
Asus 1 0 0 0 0 0 0 0 1 0 0 0 2
Acer 1 0 2 1 2 0 2 0 0 0 2 0 10
Toshiba 7 2 0 1 0 0 2 2 0 0 1 0 15
Other 1 0 0 0 0 0 1 0 0 0 0 1 3
Total 43 17 8 16 7 1 26 18 6 3 9 6 160
Student Laptop Research 64
Appendix T
Student Laptop Research 65
Appendix T
What was the budget for purchasing your laptop? * Which brand of laptop do you own? Cross
tabulation
Count
$600-$900 12 6 4 2 0 3 6 0 33
$900-
9 10 25 2 2 2 3 1 54
$1200
$1200-
3 3 16 1 0 0 0 0 23
$1500
Over
3 2 9 0 0 0 2 0 16
$1500
Total 34 29 56 8 2 10 15 3 157
Student Laptop Research 66
Appendix U
Rate screen size on its importance. * Which brand of laptop do you own? Cross tabulation
Count
2 1 7 8 2 0 1 0 0 19
3 9 13 23 2 1 2 9 2 61
4 18 5 15 3 1 3 4 1 50
Very
4 2 7 1 0 2 2 0 18
Important
Total 34 29 57 8 2 9 15 3 157
Student Laptop Research 67
Appendix V
Rate battery life on its importance. * Which brand of laptop do you own? Cross tabulation
Count
4 15 11 22 5 0 2 6 0 61
Most
15 15 24 3 0 5 6 2 70
Important
Total 34 29 57 8 2 10 15 3 158
Student Laptop Research 68
Appendix W
Rate media capabilities on importance. * Which brand of laptop do you own? Cross tabulation
Count
3 9 8 15 0 0 5 3 0 40
4 8 10 20 6 0 0 5 2 51
Most
11 8 16 1 2 3 7 0 48
Important
Total 34 29 57 8 2 10 15 3 158
Student Laptop Research 69
Appendix X
Rate portability on importance. * Which brand of laptop do you own? Cross tabulation
Count
2 5 2 2 0 0 1 1 0 11
3 6 6 11 1 2 3 2 0 31
4 11 12 20 3 0 4 9 2 61
Most
11 9 23 4 0 2 3 1 53
Important
Total 33 29 57 8 2 10 15 3 157
Student Laptop Research 70
Appendix Y
Rate WiFi on importance * Which brand of laptop do you own? Cross tabulation
Count
Rate WiFi on 2 0 3 1 1 0 1 0 0 6
importance
3 3 1 4 0 0 0 2 0 10
4 9 8 12 3 0 3 2 0 37
Most
22 15 40 4 1 6 11 3 102
Important
Total 34 27 57 8 1 10 15 3 155
Student Laptop Research 71
Appendix Z
Rate full keyboard on importance. * Which brand of laptop do you own? Cross tabulation
Count
2 2 1 4 1 0 1 0 0 9
3 2 2 8 2 0 2 1 0 17
4 8 10 13 4 0 3 5 2 45
Most
22 16 30 1 2 4 8 1 84
Important
Total 34 29 57 8 2 10 15 3 158
Student Laptop Research 72
Appendix AA
On a scale of 1-5 indicated how satisfied you are with the way your problem was handled by tech
support. * Which brand of laptop do you own? Cross tabulation
Count
support.
Satisfied 10 3 12 0 0 1 2 0 28
Very
2 2 7 1 0 0 3 2 17
satisfied
Total 25 19 40 4 1 6 12 2 109