Hi all,
First off, an affable welcome to the final registrants for MKTR. I hope the course meets your expectations.
Session 2 is done. Some new pedagogical tools have been tried. I shall await the feedback and response to the same in the quick-checks.
1. Re the in-class readings for Session 2, here are the original sources:
Reading 1 - Meet the New Boss: Big Data
Reading 2 - The Unbearable Lightness of Opinion Polls
Readings 3 and 4 - Book excerpts from Malcolm Gladwell's Blink
2. There was queries about the grading scheme. Let me explain.
- Grade points for the index card pre-reads quiz comes from the 15% allocated to home-works because the pre-reads are properly speaking, home work. I think this point was mentioned in Session 1 slides.
- The longer full page quick-check is basically an attendance sheet. The grade points for this come from the 8% earmarked for attendance.
- There is also a CP component to the full-page quick-checks, based on a 0-1-2 rubric. A blank space or random commentary on any quick-check question invites a "0"; every good faith attempt gets a "1" (I expect most folks to get this) and extraordinarily presented or argued points get a "2". Some of these "2" points wil feature here on the blog as well.
3. About the homework assignments for session 2:
There are 3 pieces to the homework. 2 are straightforward websurvey filling exercises. Here are the websurvey links:
Session 2, HW 1, Survey
Session 2, HW 2, web Survey
HW1 basically collects data from you on what we call Attribute Ratings (AR) based perceptual mapping, to be used in Session 4. HW 2 collects data using the Overall Similarity (OS) method to perform percpetual mapping, again in session 4. HW 2 also additionally features a psychographics section. Please fill out *both* surveys sincerely. I expect no more than 10-15 minutes per survey.
The third homework requires you to design a short questionnaire for Flipkart for the following context:
I will meanwhile work on some example projects that could be considered and put out a small PPT template in which the project proposal can be submitted for approval.
***
OK, That's all from me for now. Will see you all in session 3 then.
Sudhir
First off, an affable welcome to the final registrants for MKTR. I hope the course meets your expectations.
Session 2 is done. Some new pedagogical tools have been tried. I shall await the feedback and response to the same in the quick-checks.
1. Re the in-class readings for Session 2, here are the original sources:
Reading 1 - Meet the New Boss: Big Data
Reading 2 - The Unbearable Lightness of Opinion Polls
Readings 3 and 4 - Book excerpts from Malcolm Gladwell's Blink
2. There was queries about the grading scheme. Let me explain.
- Grade points for the index card pre-reads quiz comes from the 15% allocated to home-works because the pre-reads are properly speaking, home work. I think this point was mentioned in Session 1 slides.
- The longer full page quick-check is basically an attendance sheet. The grade points for this come from the 8% earmarked for attendance.
- There is also a CP component to the full-page quick-checks, based on a 0-1-2 rubric. A blank space or random commentary on any quick-check question invites a "0"; every good faith attempt gets a "1" (I expect most folks to get this) and extraordinarily presented or argued points get a "2". Some of these "2" points wil feature here on the blog as well.
3. About the homework assignments for session 2:
There are 3 pieces to the homework. 2 are straightforward websurvey filling exercises. Here are the websurvey links:
Session 2, HW 1, Survey
Session 2, HW 2, web Survey
HW1 basically collects data from you on what we call Attribute Ratings (AR) based perceptual mapping, to be used in Session 4. HW 2 collects data using the Overall Similarity (OS) method to perform percpetual mapping, again in session 4. HW 2 also additionally features a psychographics section. Please fill out *both* surveys sincerely. I expect no more than 10-15 minutes per survey.
The third homework requires you to design a short questionnaire for Flipkart for the following context:
Flipkart, a leading Indian e-tailer, wants to know about how students in premier professional colleges in India view shopping online. Flipkart believes that this segment will, a few years down, become profitable, a source of positive word of mouth from a set of opinion leaders. This will seed the next wave of customer acquisition and growth and is hence a high stakes project for Flipkart.
Flipkart wants to get some idea about the buying habits, buying process concerns and considerations, product categories of interest, demography, media consumption and some idea of the psychographics of this segment.
As lead consultant in this engagement, you must now come up with a quick way to prioritize and assess target segment perceptions on these diverse parameters.4. Project group formation must now proceed apace. Pls have your team rep email a list of team members (names, PGIDs) and your team-name (any small town in India) to any one of the AAs.
Build up a quick survey (that should no longer than 10-12 minutes of fill-up time for an average respondent) on qualtrics web survey software for this purpose. Pls submit websurvey link in a google form that we will send you for this purpose and a hard copy of the survey as well (printed both sides of the page) to your section AA before Session 3 starts.
I will meanwhile work on some example projects that could be considered and put out a small PPT template in which the project proposal can be submitted for approval.
***
OK, That's all from me for now. Will see you all in session 3 then.
Sudhir
Dear Professor,
ReplyDeleteThe HW2 Survey lists Most Similar to Most Dissimilar from left to right.
Personally speaking, the left to right gradient is most comfortably perceived to be from worst to best.
Due to this, I experienced having to put in some additional effort in changing this perception while answering the questionnaire. If it were the other way around, answering the questions would have been more of a 'smooth-flow.'
My query is that do these kind of behavioral issues effect questionnaire effectiveness in any way? Or is it just me?!
Best Regards,
Sahil
Dear Prof,
ReplyDeleteI don't have much knowledge about the auto sector , my answers would be merely random guesses, that will skew the actual results. Shouldn't we have an option of I don't know, similar to what we had in session 2?
Thanks
Shakun
Hi Sahil,
ReplyDeleteTks for bringing this up. Yes, now that I think about it, I see what you're saying.
The overall similarity (OS) method of perceptual mapping we use in Session 4 works on "dis-similarities" (larger the rating, more the dis-similarity). Sure, one could always use some scheme to transform a similarity to a dis-similarity rating (However, it has been shown that results can be sensitive to the particular scheme used).
Overall, fair point and some thing I intend to keep in mind going forward.
Sudhir
Hi Shakun,
ReplyDeleteAgreed.
None of the paired comparison Qs are "forced" as in one can leave Qs one isn't sure of and move on to just the ones one knows. Perhaps, this can be explicitly mentioned in an intro statement at the start of the questionnaire.
Anyway, we're just looking for perceptions here and those tend to vary a lot across people. An aggregate of such heterogeneous perceptions can give quite skewed numbers despite our best efforts.
Sudhir
Dear Professor, I had a couple of queries on Assignment 3 (The Flipkart survey questions):
ReplyDelete1. When do we need to submit the assignment? Is it an in-class submission?
2. How do we estimate the number of questions that an average user can fill up in 10-12 minutes? I am finding it hard to therefore set the length of the questionnaire.
Thanks,
Varun
Hi Varun,
ReplyDelete1. There are two components to the assignment - a questionnaire design part which can be assessed also from the hard-copy submission and a websurvey programming part (more for practice than anything else). Ideally both should be ready before Session 3 starts. Handover the hardcopy to the AA before session 3. I'll extend the websurvey link submission deadline since it seems quite a few folks have had trouble logging into qualtrics.
2. Your second Q is partly learning by doing, I guess. I'd say, after streamlining the questionnaire scope, no more than 10-12 Qs perhaps (apart from the standard demographics section).
Hope that helps.
Sudhir