Digital Cameras
Autor: Sharon • April 24, 2018 • 1,820 Words (8 Pages) • 664 Views
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In comparison, the conjunctive rule is brand specific, and the purchaser will reject a brand if it does not meet a single determinant factor criteria (Solomon, 2015). The conjunctive rule also shows that a purchaser can delay or suspend a purchase decision of none of the available brands offer the features, benefits, or specifications that the consumer has determined are important to their decision.
From an initial consideration of this product, and the general questions of the survey, it is suspected that respondents will follow the elimination-by-aspects rule. If a brand is deemed to not have a specific feature, it will be eliminated from consideration. Photographers tend to be very brand loyal, so it is entirely possible that the conjunctive rule will be applied by respondents.
Respondents using a scale of -3 to +3, with -3 equivalent to “not at all important”, 0 equivalent to “neutral”, and +3 equivalent to “extremely important” should answer survey questions. The proposed question and scale are as follows:
Not at all important
Neutral
Extremely Important
High megapixel count
-3
-2
-1
0
+1
+2
+3
Full Frame sensor
-3
-2
-1
0
+1
+2
+3
Crop Sensor
-3
-2
-1
0
+1
+2
+3
RAW file format
-3
-2
-1
0
+1
+2
+3
Number of pictures per second
-3
-2
-1
0
+1
+2
+3
ISO Range
-3
-2
-1
0
+1
+2
+3
Responses
A survey was presented via Survey Monkey to get consumer input regarding which attributes were important when considering the purchase of a DSLR camera from Sony, Nikon, and Canon (Knapp, 2015). 15 participants took the survey, and they were asked basic demographic questions, one question regarding determinant attribute ranking, and one question of determinant attribute as applied to manufacturer. The raw data is available at Survey Monkey at the following link: https://www.surveymonkey.com/results/SM-YSJQLVMD/ (Knapp, 2015). Parts 1 and 2 of the survey consisted of demographic information of respondents. Respondents were not required to provide their name as part of the survey.
[pic 1]
For Part 3, megapixel count and full frame sensor were the primary concerns of respondents. These factors show the most weight and the strongest responses. The weakest response is seen with crop sensor. Based on the responses, it would be safe to assume that a crop sensor is not part of the purchasing decision.
Part 2: Please indicate, based on the scale provided below, how likely the DSLR manufacturers have the options indicated below, compared to their competitor
Very Important (+3)(+2)(+1)(0)(-1)(-2)(-3) Not Important
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
How likely is Canon to have a better megapixel count ?
3
0
-1
0
1
0
0
2
0
3
0
-3
0
3
1
How likely is Nikon to have a better megapixel count?
-1
0
3
1
3
0
3
1
...