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