Context: XYZ Corp, a large domestic conglomerate is contemplating revamping its Indian telecom carrier business. With the advent of rapid technological advances both in the hardware (Tablets, iProducts) as well as, concurrently, on the application side - 3G, GPS, gaming, MMS etc., the market is in flux.
The idea is to divine out where the market is going in terms of trends, customer tastes and preferences etc and thereby pre-position XYZ to take advantage of these trends and movements in the near future in the form of strategic stakes in incipient firms, alliances with established upstream or downstream players, re-positioning and re-branding exercises and so on.
XYZ Corp is currently engaged in a descriptive study of the structure and competition levels in the India market on the one hand and the preferences, usage patterns, habits, attitudes and perceptions of current and prospective Indian customers on the other.
You are a team of B2C India experts within a large, global management consultancy. XYZ Corp seeks your inputs and insights on the customer side of its study.
Scope: XYZ wants to know (among other things, perhaps) about the habits and preferences of current and prospective customers that can be used to forecast the shape and direction of the mobile carrier market for the next few years.
A few indicative examples are listed below (not necessarily in any order of importance):
1. Mobile Usage patterns among consumers. These may include:
(i)the intensity of mobile use (For example - how many minutes per day, local or long distance, personal or work related etc),
(ii) mode of use (E.g., Voice/Text/Data/Web) etc. Work or personal etc.
(iii) Average spends on different modes.
(iv) ease and comfort with m-commerce or its older cousin e-commerce
2. Mobile handset and carrier particulars. These may include:
(a) Which handset? (For example -Basic phone, smartphone, tablet, iPhone) etc. Which kind of service - prepaid, postpaid? Etc
(b) Which OS? Which applications most commonly accessed and used? Which games most popular?
(c) Preferences over particular handset - which features are considered essential, which nice to have and which are considered unimportant.
(d) Features or quality of service afforded by the telecom carrier
(e) some hint of what might delight customers - what apps would the customer like to see, etc.
3. Perceptions and Loyalty for current and prospective customers.
(i) How often are handsets changed? How often are carriers changed?
(ii) Which handset brands rated the best? On which dimensions?
(iii) Which telecom carriers rated highest? On which dimensions?
(iv) expectations of current and prospective customers
(v) feedback from current customers
4. Demographic and lifestyle information.
(i) size of social network, comfort with social media,
(ii) who influences purchase decisions in general - peers, opinion-leaders etc.
5. Etc.
Please note, the above are indicative only. Groups are expected to come up with a better list of their own.
Research the web for listings of handset features, technical specs, and carrier evaluation attributes, past research, secondary data etc. in the construction of your questionnaire.
Requirement: (1) Design a questionnaire for a web-based survey that can be administered to people in the target segment. The survey shouldn't take the typical respondent more than 20 minutes to answer. Please leverage the strengths of a web-survey - notably the ability to imbed IF-THEN loops within the questionnaire.
Hence for example, in a survey on car attribute preferences, you could have a question that asks "Are you: (A) currently a car-owner (B) in the market to buy a car, (C) not looking to buy a car" and depending on whether the respondent checks (A), (B) or (C), irrelevant questions are skipped and only the relevant ones presented.
First, brainstorm and come up with a questionnaire draft on a regular word editor. Make sure it has these IF-THEN loops readied. Refine the draft and ready it for submission. Questionnaire design will be covered in session 3. Get a heads up with reading the summary portions of the relevant textbook chapter on the same. You DONT have to reinvent the wheel. So please feel free to look up readymade past questionnaires on the web. Cite sources if you took help. However, no outright plagiarism please!
(2) Please make a web-survey. Register for an ISB account on qualtrics (email ITCS for help on this one). I will also putup instructions on the blog. Use qualtrics tutorials etc to understand how to create your survey with the logical loops built in.
It is recommended to test the web-survey you have built by having your project group members take it and point out ambiguities, inconsistencies, skip-logic that isn't working etc. Do NOT administer the survey to anyone outside MKTR yet.
(3) E-mail the academic associate both (a) the link for the web-survey and (b) the word copy of the questionnaire. Please remember to mention group name and members list in both the web-survey and the offline questionnaire.
The deadline for the submission of survey is 12 noon on Sunday - 30 October.
(4) I and the AAs will provide you with a *final* version of a questionnaire which the entire class will then administer using the ISB account for qualtrics. That will come later and will be detailed at an appropriate time.
UPDATE:
Had put this project scope doc first up on the blog. Pls find released the full, formal and final version of this document above.
Hope that helps. Questions and comments welcome.
Sudhir.
The idea is to divine out where the market is going in terms of trends, customer tastes and preferences etc and thereby pre-position XYZ to take advantage of these trends and movements in the near future in the form of strategic stakes in incipient firms, alliances with established upstream or downstream players, re-positioning and re-branding exercises and so on.
XYZ Corp is currently engaged in a descriptive study of the structure and competition levels in the India market on the one hand and the preferences, usage patterns, habits, attitudes and perceptions of current and prospective Indian customers on the other.
You are a team of B2C India experts within a large, global management consultancy. XYZ Corp seeks your inputs and insights on the customer side of its study.
Scope: XYZ wants to know (among other things, perhaps) about the habits and preferences of current and prospective customers that can be used to forecast the shape and direction of the mobile carrier market for the next few years.
A few indicative examples are listed below (not necessarily in any order of importance):
1. Mobile Usage patterns among consumers. These may include:
(i)the intensity of mobile use (For example - how many minutes per day, local or long distance, personal or work related etc),
(ii) mode of use (E.g., Voice/Text/Data/Web) etc. Work or personal etc.
(iii) Average spends on different modes.
(iv) ease and comfort with m-commerce or its older cousin e-commerce
2. Mobile handset and carrier particulars. These may include:
(a) Which handset? (For example -Basic phone, smartphone, tablet, iPhone) etc. Which kind of service - prepaid, postpaid? Etc
(b) Which OS? Which applications most commonly accessed and used? Which games most popular?
(c) Preferences over particular handset - which features are considered essential, which nice to have and which are considered unimportant.
(d) Features or quality of service afforded by the telecom carrier
(e) some hint of what might delight customers - what apps would the customer like to see, etc.
3. Perceptions and Loyalty for current and prospective customers.
(i) How often are handsets changed? How often are carriers changed?
(ii) Which handset brands rated the best? On which dimensions?
(iii) Which telecom carriers rated highest? On which dimensions?
(iv) expectations of current and prospective customers
(v) feedback from current customers
4. Demographic and lifestyle information.
(i) size of social network, comfort with social media,
(ii) who influences purchase decisions in general - peers, opinion-leaders etc.
5. Etc.
Please note, the above are indicative only. Groups are expected to come up with a better list of their own.
Research the web for listings of handset features, technical specs, and carrier evaluation attributes, past research, secondary data etc. in the construction of your questionnaire.
Requirement: (1) Design a questionnaire for a web-based survey that can be administered to people in the target segment. The survey shouldn't take the typical respondent more than 20 minutes to answer. Please leverage the strengths of a web-survey - notably the ability to imbed IF-THEN loops within the questionnaire.
Hence for example, in a survey on car attribute preferences, you could have a question that asks "Are you: (A) currently a car-owner (B) in the market to buy a car, (C) not looking to buy a car" and depending on whether the respondent checks (A), (B) or (C), irrelevant questions are skipped and only the relevant ones presented.
First, brainstorm and come up with a questionnaire draft on a regular word editor. Make sure it has these IF-THEN loops readied. Refine the draft and ready it for submission. Questionnaire design will be covered in session 3. Get a heads up with reading the summary portions of the relevant textbook chapter on the same. You DONT have to reinvent the wheel. So please feel free to look up readymade past questionnaires on the web. Cite sources if you took help. However, no outright plagiarism please!
(2) Please make a web-survey. Register for an ISB account on qualtrics (email ITCS for help on this one). I will also putup instructions on the blog. Use qualtrics tutorials etc to understand how to create your survey with the logical loops built in.
It is recommended to test the web-survey you have built by having your project group members take it and point out ambiguities, inconsistencies, skip-logic that isn't working etc. Do NOT administer the survey to anyone outside MKTR yet.
(3) E-mail the academic associate both (a) the link for the web-survey and (b) the word copy of the questionnaire. Please remember to mention group name and members list in both the web-survey and the offline questionnaire.
The deadline for the submission of survey is 12 noon on Sunday - 30 October.
(4) I and the AAs will provide you with a *final* version of a questionnaire which the entire class will then administer using the ISB account for qualtrics. That will come later and will be detailed at an appropriate time.
UPDATE:
Had put this project scope doc first up on the blog. Pls find released the full, formal and final version of this document above.
Hope that helps. Questions and comments welcome.
Sudhir.
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