Marketing Manager Lauren Adler seeks to increase the num- ber of subscribers to the AMS 3-For-All...

Transcribed Image Text:

Marketing Manager Lauren Adler seeks to increase the num- ber of subscribers to the AMS 3-For-All cable TV & Internet and smartphone service. Her staff has designed the following 10-question survey to help determine various characteristics of households who subscribe to AMS cable or cellphone services. 1. Does your household subscribe to smartphone service from Ashland? 7. Would you consider subscribing to the 3-For-All service for a trial period if a discount were offered? (1) Yes (If no, skip to question 9.) 8. If purchased separately, cable TV and Internet and smartphone service would currently cost $160 per month. How much would you be willing to pay per month for the 3-For-All service? (1) Yes (2) No 2. Does your household subscribe to Internet service from (2) No Ashland? (1) Yes (2) No 3. How often do you watch streaming video on any device? (1) Every day (3) Occasionally or never (2) Most days 9. Does your housechold use another provider of cellphone 4. What type of cable television service do you have? (1) Basic or none 5. How often do you watch premium content that requires an 10. AMS may distribute vouchers good for one free smart- services? (2) Enhanced (1) Yes (2) No extra fee? (1) Almost every day (3) Rarely phone for subscribers who agree to a two-year subscription contract to the 3-For-All service. Would being eligible to receive a voucher cause you to agree to the two-year term? (1) Yes (2) Several times a week (4) Never (2) No 6. Which method did you use to obtain your current AMS subscription? (1) AMS email/text offer (2) AMS toll-free number (5) MyTVLab promotion (4) In-store signup (3) AMS website Method Used to Obtain Subscription Frequency Of the 500 households selected that subscribe to cable television AMS email/text offer 70 service from Ashland, 82 housecholds either refused to partici- pate, could not be contacted after repeated attempts, or had tele- phone numbers that were not in service. The summary results for AMS toll-free number 64 AMS website 236 the 418 households that were contacted are as follows: In-store signup MyTVLab promotion 36 12 Household Has AMS Smartphone Service Frequency Would Consider Discounted Trial Offer Frequency Yes 83 Yes 40 No 335 No 378 Trial Monthly Rate ($) Willing to Pay (stored in AMS8) Household Has AMS Internet Service Frequency Yes 262 100 79 114 50 91 106 67 110 70 113 90 115 98 75 119 No 156 100 90 60 89 105 65 91 86 91 84 92 95 85 80 108 90 97 79 91 125 99 98 50 77 85 Streams Video Frequency Every day Most days 170 Uses Another Cellphone Provider Frequency 166 Yes 369 Occasionally or never Type of Cable Service 82 No 49 Frequency Voucher for Two-Year Agreement Frequency Basic or none 164 Yes 38 Enhanced 254 No 380 Watches Premium Content Frequency Almost every day 16 Analyze the results of the survey of Ashland households that receive AMS cable television service. Write a report that discusses the marketing implications of the survey results for Ashland MultiComm Services. Several times a week 40 Rarely 179 Never 183 Marketing Manager Lauren Adler seeks to increase the num- ber of subscribers to the AMS 3-For-All cable TV & Internet and smartphone service. Her staff has designed the following 10-question survey to help determine various characteristics of households who subscribe to AMS cable or cellphone services. 1. Does your household subscribe to smartphone service from Ashland? 7. Would you consider subscribing to the 3-For-All service for a trial period if a discount were offered? (1) Yes (If no, skip to question 9.) 8. If purchased separately, cable TV and Internet and smartphone service would currently cost $160 per month. How much would you be willing to pay per month for the 3-For-All service? (1) Yes (2) No 2. Does your household subscribe to Internet service from (2) No Ashland? (1) Yes (2) No 3. How often do you watch streaming video on any device? (1) Every day (3) Occasionally or never (2) Most days 9. Does your housechold use another provider of cellphone 4. What type of cable television service do you have? (1) Basic or none 5. How often do you watch premium content that requires an 10. AMS may distribute vouchers good for one free smart- services? (2) Enhanced (1) Yes (2) No extra fee? (1) Almost every day (3) Rarely phone for subscribers who agree to a two-year subscription contract to the 3-For-All service. Would being eligible to receive a voucher cause you to agree to the two-year term? (1) Yes (2) Several times a week (4) Never (2) No 6. Which method did you use to obtain your current AMS subscription? (1) AMS email/text offer (2) AMS toll-free number (5) MyTVLab promotion (4) In-store signup (3) AMS website Method Used to Obtain Subscription Frequency Of the 500 households selected that subscribe to cable television AMS email/text offer 70 service from Ashland, 82 housecholds either refused to partici- pate, could not be contacted after repeated attempts, or had tele- phone numbers that were not in service. The summary results for AMS toll-free number 64 AMS website 236 the 418 households that were contacted are as follows: In-store signup MyTVLab promotion 36 12 Household Has AMS Smartphone Service Frequency Would Consider Discounted Trial Offer Frequency Yes 83 Yes 40 No 335 No 378 Trial Monthly Rate ($) Willing to Pay (stored in AMS8) Household Has AMS Internet Service Frequency Yes 262 100 79 114 50 91 106 67 110 70 113 90 115 98 75 119 No 156 100 90 60 89 105 65 91 86 91 84 92 95 85 80 108 90 97 79 91 125 99 98 50 77 85 Streams Video Frequency Every day Most days 170 Uses Another Cellphone Provider Frequency 166 Yes 369 Occasionally or never Type of Cable Service 82 No 49 Frequency Voucher for Two-Year Agreement Frequency Basic or none 164 Yes 38 Enhanced 254 No 380 Watches Premium Content Frequency Almost every day 16 Analyze the results of the survey of Ashland households that receive AMS cable television service. Write a report that discusses the marketing implications of the survey results for Ashland MultiComm Services. Several times a week 40 Rarely 179 Never 183

Answer rating: 100% (QA)

Answer For discussing the market implications results of the survey on the bases of confidence i... View the full answer