MKTR Project

Hi all,

Pls find below details regarding your MKTR group project.

Your Project Task:

1. Pick any substantive business problem which can in turn be mapped into 2-3 R.O.s

2. Ensure that at least one R.O. is exploratory in nature and at least one, confirmatory.

3. Among the repertoire of tools we've covered (think of the survey method, FGDs, perceptual maps, text analytics, STP, experiments etc.)...

4. ... ensure that your R.O.s map onto one tool each.

5. Collect data as required (don't aim for large samples given the paucity of time etc) for your R.O.s

6. Think of the frameworks we've covered (constructs, habit patterns, network-perspective, hypotheses testing)... 7. ... and apply them to solve the R.O.s.

Deliverable Format:

One PPT, no more than 20 slides long (excluding annexures).

First slide should contain group name and membership and project title.

Second slide explains the business problem context and lists the R.O.s

Next few slides constitute the "Methods Section", outline the steps taken to address the R.O.s and the tools employed.

Next few slides are the "Data Section", summarize the type and amount of data collected.

Then follows your "Results and Discussion" section, wherein you lay out your results, interpretation etc.

Finally, end with a "Insights and recommendations" section.

Name the PPT as yourGroup.pptx and submit into teh appropriate dropbox.

Deadline:

The last midnight before Term 5 starts. (12-Oct midnite, I think).

Pls find below a list of Grading criteria likely to apply in project evaluation:

1. Quality of the Problem context chosen - Creativity; alignment with the rest of the project; How well can it be resolved given the data at hand. Etc.

2. Quality of the R.O.s - How well defined and specific the R.O.s are in general; How well the R.O.s cover and address the business problem; How well they map onto specific analysis tools; How well they lead to specific recomendations made to the client in the end. Etc.

3. Clarity, focus and purpose in the Methodology - Flows from the D.P. and the R.O.s. Why you chose this particular series of analysis steps in your methodology and not some alternative. The methodlogy section would be a subset of a full fledged research design, essentially. The emphasis should be on simplicity, brevity and logical flow.

4. Quality of Assumptions made - Assumptions should be reasonable and clearly stated in different steps. Was there opportunity for any validation of assumptions downstream, any reality checks done to see if things are fine?

5. Quality of results obtained - the actual analysis performed and the results obtained. What problems were encountered and how did you circumvent them. How useful are the results? If they're not very useful, how did you transform them post-analysis into something more relevant and useable.

6. Quality of insight obtained, recommendations made - How all that you did so far is finally integrated into a coherent whole to yield data-backed recommendations that are clear, actionable, specific to the problem at hand and likely to significantly impact the decisions downstream. How well the original problem is now 'resolved'.

7. Quality of learnings noted - Post-facto, what generic learnings and take-aways from the project emerged. More specifically, "what would you do differently in questionnaire design, in data collection and in data analysis to get a better outcome?".

9. Creativity, story and flow - Was the submission reader-friendly? Does a 'story' come through in an interconnection between one slide and the next? Were important points highlighted, cluttered slides animated in sequence, callouts and other tools used to emphasize important points in particular slides and so on.

Any queries etc, pls contact me.