COURSEWORK SUBMISSION COVER PAGE

To be completed by the student

Module Name and code
Tutor Name

To be completed by the markers

Research Methods First Markers name

2UZB503
(acts as signature)
Second Markers name
(acts as signature)
For Registrars office use only (hard copy submission)

Student ID (UoW)
Student ID (WIUT)

00002577

Deadline date

4th of May, 2015

Individual assignment

Group assignment

Word Count (1844)

Submission instructions

Please note that all work must be submitted in both Hard Copy to the Registrars Office and
Electronically unless instructed otherwise.
For hardcopy submission instructions refer to:
http://intranet.wiut.uz/Shared%20Documents/Forms/AllItems.aspx- Coursework hard copy submission
instructions.doc
For online submission instructions refer to:
http://intranet.wiut.uz/Shared%20Documents/Forms/AllItems.aspx- Coursework online submission
instructions.doc

Feedback
To be completed by markers
Assessment criterion and/or learning outcome
1.

2.
3.

Markers comments and second markers comments if appropriate

Westminster International
University in Tashkent

00002577
RM CW2

Table of Content
Introduction ..................................................................................................................................................2
Research Instrument .....................................................................................................................................3
Interpretation of Results ...............................................................................................................................6
Limitations .....................................................................................................................................................9
Conclusion .....................................................................................................................................................9
Bibliography ................................................................................................................................................11
Reflection ....................................................................................................................................................12
Appendix .....................................................................................................................................................13
Methodology ...........................................................................................................................................13

Westminster International
University in Tashkent

00002577
RM CW2

Introduction

The primary aim of this assignment is to describe and examine WIUT students brand preference
between Apple and Samsung smartphones. The main objective of this study is to compare
between chosen smartphones on the origin of their brand modules and how their brand equities
and identities impact on the students choices. It tends to be a logical continuation of the
previously submitted research plan in accordance with the provided and valuable feedback by the
tutor. Research instruments will be described in the later part. The obtained results and their
analytical explanation are supported with obtained statistical data for following objectives and
proving hypothesis.
The provided feedback demonstrated that our research plan and methodology was very weak and
inappropriate with some parts being missed. In my opinion, the followings were the reasons of it
and should be improved in the right way by:
a. Choices of appropriate authors to analyze the question that we wanted to answer We
have to explore right authors debates and writings on the proposed research topic for
further and deep understanding of the problem to propose additional techniques to
analyze and present research topic.
b. Appropriate referencing style This feedback is also considered with high attention and
further usage of it will be based on Harvard Referencing System.
c. Correct and reliable research methodology for the topic that is going to be researched
Implement and develop new research strategy, approach, validity and reliability for the
study of proposed topic.
d. The word choice in the objectives It was advised to totally remove the word
measurement from the two objectivesor paraphrase it using right words. Because,
measurement is incorrectword for the type of our research method.
2

Westminster International
00002577
University in Tashkent
RM CW2
According to the feedback, our research question is clear and correlated appropriately to our
research objectives. It was decided to improve them a little in the following way:
Research Topic:
The preferences of WIUT students between the brands by Apple and Samsung
Research Question:
What encourages the students of WIUT to choose between Samsung and Apple smartphones?
Research objectives:
1. To analyze the brand equity of products.
2. To identify the brand identity of Apple and Samsung.

Hypothesis:
H1: The Apple brand owners have more brand loyalty.
H0: The Samsung brand owners are more loyal to their choice.

Research Instrument
This research was conducted using one research instruments as Online Questionnaire
Online Questionnaire
3

Westminster International
00002577
University in Tashkent
RM CW2
It was decided to make self-created questionnaire to obtain data which will be used for
evaluation of data for this research. This type of instrument was chosen because it is the best and
most suitable for my research objectives, question and for testing hypothesis. Moreover, this tool
is used because of the simplification of the analyzing work and for comparison of obtained
results. Additionally, collection of data with the help of questionnaires is believed to be
significantly time-saving. The questionnaire was created with the search engine program of
Google Docswhich helped to gather data about students preferences and other personal
information which can impact influence on the students choices of smartphones. Moreover, the
questionnaire was designed in the way that will help to achieve the answers to aforementioned
objectives. The questionnaire had a sample size of 114 and had the following questions and
options:
1) Have you ever used Apple or Samsung smartphones?

YES( if yes, please continue)

NO(Thank you for attention)

2) Which of the brands do you own now?

Apple

Samsung

3) Rate your smartphone from 1-3 regarding to the some factors

1-Agree, 2-Neutral 3-Disagree

Westminster International
University in Tashkent

00002577
RM CW2

Factors/Rate

Apple is a strong brand

Samsung is a strong brand

I will never change the brand I use

I am ready to change my brand

I am loyal to my brand

Friends judge me by the brand I use

My smartphones quality is good

The brand is more than just a product for me

My brand is worthy of its price

I recommend this brand to everyone

I associate Apple with the USA

I associate Samsung with Korea

Westminster International
University in Tashkent

00002577
RM CW2

Interpretation of Results

Table 1 and 2 demonstrating the data gathered from research examination competitors that the
contrastbetween two world leading brands of Apple and Samsung in smartphone production
shows that Apple brand is preferred by the students with 58.7% while Samsung owners share
was 41.3% of the respondents. This point out that Apple brand has more owners in comparison
with Samsung users, as it is illustrated in Graph 1.
Graph 1. Comparison between Apple and Samsung owners share.

Apple vs. Samsung

Samsung
users
41%

Apple users
59%

23.44% of Samsung owners do not consider Apple as a strong brand, similarly to Apple users
who also thought that Samsung was not a strong brand with the numbers of 40.63% of the
respondents.
Brand Equity
According to the Table 1, Apple brand users demonstrate a high brand loyalty. 53.13 % of the
asked have agreed that they would keep using Apple brand despite of the thought that Samsung
could have the similar functions as Apple. Aaker (1991) stated that theseusers are considered to
6

Westminster International
00002577
University in Tashkent
RM CW2
be the fourth level of brand loyalty because of the fact of liking for the brand is founded on the
logo of the company. They are not exposed to the opponents. Table 2 illustrates that 33.3% of
Samsung users agreed that they would not change Smartphone brand, whereastheratio of those
who disagree was 20.3%.The portion of Samsung is relatively great but not greater than Apple.
The examination of the observedresultsproposes that Apple Smartphone directs a price quality
more than Samsung. The hypotheticalimportance of this suggests that Apple has upperconsumer
loyalty and a strong brand value. Aaker (1991) noted that a degree of brand loyalty can be
reflected in the extra price that consumersare willing to pay to gettheir brand.
Brand Identity
Table 2 shows that 62.2% of Samsung ownersagreed that their brand is associated with Korean
culture, whiles31.2 % disagreed with 42.1% keeping neutral position. 3.1% of Apple owners
think that Apple brand is associated with culture of U.S, where 59.3 % disagreed with this
association with U.S culture of Apples smartphones with 37.5% being neutral in responding this
statement. The contrast of the observed data on Samsung and Apple brandsrevealed that
Samsung has a stronger culture association to the country where it is produced.
The abstractimportance of this is that country of origin such as Koreais famous to producestrong
competition in computers, so buyersincline to associate computers and it linkedproduct create in
Korea. As Kapferer (2004) mentioned in his paper, product is a true representativeof the culture
of its original country, in this case Samsung is asymbol of Korean culture Major brands are
certainly driven by a culture but in turn, they also convey the country of origin culture. Countryof-origin is great cultural reservoirs.(Kapferer, 2008)

Westminster International
University in Tashkent

00002577
RM CW2
Table 1.Apple users.

Table 2.Samsung users.

Westminster International
University in Tashkent

00002577
RM CW2

Limitations
In doing this exploration specific number of imprisonments was emerged. As a matter of first
importance, a much of time was needed for understudies to answer survey which were sent mix
social sites like facebook, odnoklassniki etc. The problem met during the usage of online
questionnaire in social networks was that people sometimes thought questionnaire to be spam
and had a doubt whether to participate in it or not. Often, the moderators of the groups tried to
delete my post in their pages. Also, I faced this problem during messaging the link of
questionnaire to my friends, because unwanted e-mails are considered to be invasion of privacy.
Mostly, the invitations for the participating in survey were deleted.
The other limit that did not allow us to complete the questionnaire was the deficit of time. In
order to completely answer the question, we had to survey all the students of WIUT. It enabled
to the select only the 1/20 part of them.

Conclusion
To conclude our research findings it should be stated that we reject our null hypothesis founding
on the obtained results. The survey done among the students of Westminster International
University in Tashkent about the preferences between Apple and Samsung smartphones helped
to identify the most popular device. We founded the reasons of it, and what encourages more the
students to purchase exactly this two particular world leading brands. The findings demonstrate
that Apple has the higher brand equity and identity because the company builds strong brand by
strengthening their different components as brand equity and brand identity. As stated above, the
purpose of this research was to compare between student brands preferences among WIUT
9

Westminster International
00002577
University in Tashkent
RM CW2
students. In the nutshell, brand equity and brand identity plays a very significant role that
influence brand preferences between students.
I would like to express special thanks to the students who participated in the survey and helped
me to complete it.

10

Westminster International
University in Tashkent

00002577
RM CW2

Bibliography
Aaker, D. (1991). Managing brand equity. New York: Free Press.
Baltimore County Public Schools, 2010. Writing the proposal- Data Collection Questionnaires
(online).Availablefrom:<http://www.bcps.org/offices/lis/researchcourse/develop_writing_data_questio
nnaires.html> [Accessed April 28, 2014]
Kapferer, J. (2008). The new strategic brand management. London: Kogan Page.

11

Westminster International
University in Tashkent

00002577
RM CW2

Reflection
All in all, I ought to express that directing an individual reflection was an exceptionally gainful
practice for me and I am sure that knowing my inclinations for diverse learning styles can
enhance my efficiency. Composing distinctive assignments, learning diverse concepts has
expanded my insight while taking part in a group work and RM module was more viable
learning involvement. In order to achieve the group aim, we had to solve several disagreements
between the group mates. At the beginning, it was hard for us to allocate the tasks within the
group members respectively, thus, we agreed to carry out the whole task altogether. During the
first meetings, we could manage to develop the group work plan through the good use of our
brainstorming skills. The agenda and timeline were also being created during the first meeting.
However, since we had a very busy schedule full of other lessons and deadlines, the group
meetings were rescheduled for several times. The problem was that, we did not nominate a
leader for a group and everyone put their personal problems at first place. On the other hand, we
were lacking in motivation and energy. Since, we had to reschedule some meetings due to other
deadlines and exam preparations; Lack of time was another issue. These problems resulted in
time constraint which urged us to write and prepare the task immediately. The outcome of the
group work was not as expected and the feedback clearly pointed out what areas we failed to
meet the requirements. I am certain that all learnt concepts and precious experience taken from
RM is going to help me later on and self-appearance above-all will unquestionably assist me to
become individually and professionally.

12

Westminster International
University in Tashkent

00002577
RM CW2

Appendix
Methodology
Research Approach
It was decided to use deductive approach. Deductive approach is considered to be testing already
existing theories by observing real literature with accepted concepts, while inductive approach
demands the creation of a unique and new theory over examination of gathered data. By
following inductive approach we will test our hypothesizes and study the brand preferences of
WIUT students between Apple and Samsung smartphones.
Data collection techniques
During data collection process, primary data was used only. Primary data was obtained with the
help of questionnaires that was given to students throughout interviews. The questionnaires
involved easy structured questions. The questionnaires were answered among WIUT students in
face-to-face method. The survey for our research has observed 109 students. The purpose of this
research was to collect information and data of WIUT Smartphone users.

Reliability and Validity

The relationship

among validity and reliability is quite simple to understand, a measurement

can be trustworthy but at the same time not valid. However, it must be reliable at the first place
before measurement can be valid. In words, a measurement can consistently review a
phenomenon, unless measurement evaluation is not valid. Therefore, reliability for our research
should be compulsory but it is not enough. In order to achieve and construct validity for our
paper questionnaires were validated and the questions included were studied clearly and verified
with the purposes of research so as to be sure that questions replicate the idea. Therefore,
students which were interviewed can be certain that their answers are anonymous and that
13

Westminster International
00002577
University in Tashkent
RM CW2
respondents are not judged. As for reliability, we can state that our empirical study is reliable,
because we obtained data from primary sources.

14