This report offers evidence on the practicability and corporate efficacy of one approach to the analysis of socio-cultural factors influencing mobile phone use. 1 > Our survey enabled us to draw a general map of attitudes to cellular telephony within which we have identified attitude âmacro-areasâ that correspond to specific consumer spending patterns. Further a model is proposed for the interpretation of consumer decision-making processes and a number of factors identified that intervene at various stages of the customerâs life to impede the growth of mobile phone use and which also have a negative impact on customer satisfaction/loyalty. This survey forms part of a project developed jointly by several head office units and one regional sales department. The paper describes the qualitative and quantitative analysis methods employed the studyâs main findings and certain general implications.
The paper describes the progress of the mobile telephone market in the United Kingdom and the use of different research techniques employed to measure and develop this dynamic market sector. Using working examples the advantages and disadvantages of different research methods are explored.
This paper outlines the semiotic/cultural analysis and qualitative research that went towards the creation of British Telecom's high- profile 'It's good to talk' advertising campaign. It charts the development of a culturally complex research and advertising strategy, the aim of which was to change deeply-held gender assumptions about the way people use the telephone.