MNGT2600-004

MNGT 2600 Svyantek Market Survey Research

Executive Summary of LG Class Cinema 3D LED Google TV

Subject and Description of Research
This research focused on LGs newest 3D TV model, the LG Class Cinema 3D LED Google TV. An internal researcher was hired to evaluate the consumer satisfaction of the LG Class Cinema 3D LED Google TV so that appropriate amendments can be made to improve the product.

Description of Research Subject

LGs top-of-the-line technology replaces the bulky 3D glasses that some thought were a necessity with lightweight (and even almost-stylish) glasses. It provides a wider 3D viewing angle; additionally, it has an unmatched, LED-provided picture quality at full HD 1080p. The Google appliance merges computers and tablets into the television by allowing consumers to search the web, organize apps and more.

Primary Conclusions
The survey yielded information about how the product is geared towards different demographics. For instance, the results illustrate that the most popular group of people who buy the LG 3D TV are younger-to-middle aged consumers (30 to 45 years old) who make an average income of $50,000 to $80,000 per year. Consumer opinions of the LG 3D TV are fairly high: most place their overall satisfaction rate at 80% or higher and say that the TVs quality is good. Surprisingly, most people claim to use the 3D feature of the TV less than 20% of the time they spend watching TV. Another surprising

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004 aspect is that the quality of the 3D feature is only rated better than 2D by 45% of people (33% said it was worse). On average, the 55-inch screen is more popular. The average price is around $2240.

Recommendations
To maximize profit, LG should target the population that is most likely to buy the LG 3D TV. Since this target population is younger and makes an average income, advertising should be geared to appeal to these people (rather than, for instance, older people who have extreme incomes). Also, there should be a way to make the 3D feature of the TV more accessible so that consumers would spend more of their TV time using it. To increase 3D accessibility, more 3D glasses should be included with the TV. It is certainly easy to misplace the glasses; also, movie nights would be more effective if everyone had glasses and could actually participate. The company should also look into adding the 3D feature to a wider variety of channels. This would likely boost consumer satisfaction.

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004

Data Collection Design

Population of interest: US adults

Since it is assumed that those under 18 cannot purchase the TV, the population of interest is adults. The population is American because LG is an American company.

Sampling frame: Owners of the LG 3D LED Google TV

This is the frame to choose from because it includes all consumers of interest, excluding non-consumers (of the LG 3D LED Google TV). This will lead to unbiased results when sampled correctly.

Sampling method: Systematic Sampling

Survey 1 out of every 10 people who purchase the LG 3D LED Google TV Find the names from the warranty lists. Start with a randomly picked name.

Data collection method: Letters

Send the survey in the mail 2 months after the product is bought. Provide a preaddressed, prepaid return envelope for the survey for convenience. Mark the outside of the letter as important. If consumer does not respond, call his/her home.

Sample size: 1,000 people

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004

Questionnaire for Owners of the LG Class Cinema 3D LED Google TV

1. Using a percentage, what is your satisfaction level with your LG 3D LED Google TV? 2. How would you rate the quality of your LG 3D LED Google TV? ____ Excellent ____ Good ____ Unsatisfactory ____ Terrible 3. What was the price of your LG 3D LED Google TV? 4. What is your age? ____ 29 or younger ____ 30-45 ____ 46-60 ____ 61 or older ___ Below $30,000 ___ $30,000-$49,999 ___ $50,000-$79,999 ___ $80,000-$99,999 ___ $100,000 or above $______________ _____%

5. What is your annual income?

6. How often do you use the 3D capabilities on your LG 3D LED Google TV ( % of all the time you spend watching television)? _____% of the time

7. Does your LG 3D LED Google TV have a 47 screen or a 55 screen?

___ 47 ___ 55

8. Is the picture quality of 3D better than 2D on your television?

___ Yes ___ No (its worse) ___ Theyre about the same

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004

Table of Questionnaire
Question Consumer or Product What is the consumer satisfaction rate? What is the rating of the LG 3D LED Google TV? Product Qualitative Ordinal Excellent Good Unsatisfactory Terrible What is the price of a LG 3D LED Google TV? What is the age range of those who own a LG 3D LED Google TV? Consumer Qualitative Ordinal 29 or younger 30-45 46-60 61 or older What is the income range of the LG 3D LED Google TV consumers? Consumer Qualitative Ordinal Below $30,000 $30,000-$49,999 $50,000-$79,999 $80,000-$99,999 $100,000 or above Product Quantitative Ratio Dollars Consumer Quantitative or Qualitative Quantitative Scale of Measure Ratio Percentage Metric

How often do LG 3D LED Google TV

Consumer

Quantitative

Ratio

Percentage (of time spent watching television)

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004 consumers use the 3D capabilities on their LG 3D LED Google TVs? Is the screen of the LG 3D LED Google TV a 47 screen or a 55 screen? Is the quality of 3D better than 2D? Product Qualitative Nominal Yes No About the same Product Qualitative Ordinal 47 55

1. Percent Satisfaction
Percent Satisfaction 0-19 20-39 40-59 60-79 80-100 Total
25

Percent Satisfaction
Number of Consumers
20 15 10 5 0 0-19 20-39 40-59 60-79 80-100

Frequency 1 1 6 12 20 40

Satisfaction (%)

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004

2. Quality Rate
Quality Rate Excellent Good Terrible Unsatisfactory Total Result Frequency 13 19 1 7 40
[PERCENTAGE]

Quality Rate of TV
Excellent Good Terrible Unsatisfactory

[PERCENTAGE] [PERCENTAGE]

[PERCENTAGE]

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004

3. Price
Price 0-2099 2100-2199 2200-2299 2300-2399 2400-2499 2500-2600 Total Frequency 8 10 6 8 6 2 40
Number of Consumers 12 10 8 6 4 2 0 0-2099 2100-2199

TV Price

2200-2299

2300-2399

2400-2499

2500-2600

TV Price ($)

4. Age
Number of Consumers 20 15 10 5 0 29 or younger

Consumer Age

Age (years) 29 or younger 30-45 46-60 61 or older Total

Frequency 8 15 10 7 40

30-45

46-60

61 or older

Age (years)

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004

5. Income Consumer's Income

Income ($) Below 30,000 30,000 - 49,999 50,000 - 79,999 80,000 - 99,999 100,000 - Up Total Frequency 5 6 14 10 5 40
16 14 12 10 8 6 4 2 0 Below 30,000 30,000 49,999 50,000 79,999 80,000 99,999 100000 - Up

Number of Consumers

Income ($)

12 10 Number of Consumers

Percentage of 3D Used

6. Percent 3D Feature Used

3D used (%) 0-19 20-39 40-59 60-79 80-100 Total Frequency 10 9 7 9 5 40

8 6 4 2 0 0-19 20-39 40-59 3D Used (%) 60-79 80-100

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004

7. Television Screen Size

TV Screen Size (inches) 47 55 Total Frequency 17 23 40

TV Screen Size (inches)

17 23 55" 47"

8. 3D Picture Quality vs. 2D Picture Quality

3D vs. 2D Better Same Worse Grand Total

Frequency 18 9 13 40 33%

3D vs. 2D
Better Same Worse

45%

22%

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle

MNGT2600-004

Joseph Andress, Amani Hill, Margaret McKamey, Lance Poole, Madison Stambaugh, Alexandra Mullen, Ziyun Chen Melanie Siddle