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Apple Vs. Windows

Table of Contents

Introduction………………………………………………………………………….......1
Management Problem……………………………………………………………………2
Research Problem……………………………………………………………………......3
Research Hypothesis…………………………………………………………………….4
Background Information…………………………………………………………………5
Consumer Analysis……………………………………………………………………...7
Competitive Analysis…………………………………………………………………....8
Research Methods…………………………………………………………………….....9
Research Results………………………………………………………………………...11
Brand of Computer Owned……………………………………………………..11
Type of Computer Owned……………………………………………………....11
Primary Use of Computer……………………………………………………….11
Gender…………………………………………………………………………...11
Age……………………………………………………………………………....11
Features and Optional Features………………………………………………….11
Computer Brand vs. Satisfaction………………………………………………..12
Computer Brand vs. User Friendliness……………………………………….…12
Computer brand vs. major……………………………………………………….13
Recommendations and Conclusion………………………………………………………14

References………………………………………………………………………………..15

Appendix
Appendix A: Coded Questionnaire…………………………………………………..…16
Appendix B: Descriptive Statistics and Frequency Tables…………………………..…20
Appendix C: Charts and Graphs………………………………………………………..24
Appendix D: Cross-tabulations…………………………………………………………26




Introduction

As technology continues to change, the use of computers in the workplace continues to increase. Many companies are even in the process of becoming virtually paperless, storing all data only on computers. Understanding how consumers make the decision to purchase a computer is critical.

In the market today, there are two major brands competing to gain an edge over the each other. A study needs to be done to understand why consumers purchase an Apple verse a PC. Our research will be used to better understand how Apple can gain this edge in the business aspect of technology. To do so, it will measure the importance of certain features, which profession uses which type and the...