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Topic
DaVinci, Galileo,
Tom Hanks &
         forecasting
If you can forecast accurately,
   you can make   money
Topic
     assignment 4
 examples
Sur vey results
Research: The 5 Steps
Research: The 5 Steps


Problem      Research     Data       Present     Take
Definition      Plan     Collection   Findings   Action
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




How do I
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




How do I
            1. improve as a teacher?
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




How do I
            1. improve as a teacher?
            2. customize the course to the students
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




How do I
            1. improve as a teacher?
            2. customize the course to the students
            3. teach about survey design?
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




   Design
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




   Design
            1. use a familiar tool – survey monkey
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




   Design
            1. use a familiar tool – survey monkey
            2. keep it short - 3 questions
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




   Design
            1. use a familiar tool – survey monkey
            2. keep it short - 3 questions
            3. make it easy - email, web
Design
Design


 Try to avoid “middle of the road” questions
Design


 Try to avoid “middle of the road” questions
 Sometimes rankings work better
Design
Design



 Try to avoid “middle of the road” questions
Design


   Open questions can be hard to tabulate,
    but add richness and presentation value
Design
 “ For the love of God please
     stop playing the mini sirloin
            burgers song!       “
 But add richness and presentation value
236                                                                  PORTER AND UMBACH




Porter, Stephan (2006).Student survey response rates across institutions: why do they vary?.
Research in Higher Education.
47, 8-15.
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action
Problem     Research     Data         Present       Take
  Definition     Plan     Collection     Findings     Action




1. Wave I - email survey




27%                            wave I
                                         wave II
                                                   wave III
Problem     Research     Data         Present       Take
  Definition     Plan     Collection     Findings     Action




1. Wave I - email survey
2. Wave II - add grade note & web links




64%                            wave I
                                         wave II
                                                   wave III
Problem     Research     Data         Present       Take
  Definition     Plan     Collection     Findings     Action




1. Wave I - email survey
2. Wave II - add grade note & web links
3. Wave III - email guilt trip




 81%                           wave I
                                         wave II
                                                   wave III
1. Self perception
1. Self perception
2. Cognitive dissonance
1. Self perception
2. Cognitive dissonance
  “time is running out”
1. Self perception
2. Cognitive dissonance
  “time is running out”
3. Peer pressure
1. Self perception
2. Cognitive dissonance
  “time is running out”
3. Peer pressure
4. Commitment
1. Self perception
2. Cognitive dissonance
   “time is running out”
3. Peer pressure
4. Commitment
5. Recall - easy, fast
Problem     Research     Data           Present     Take
Definition     Plan     Collection       Findings   Action




satisfaction
                            mean    3.54 / 4
Problem     Research     Data           Present     Take
Definition     Plan     Collection       Findings   Action




satisfaction
                            mean    3.54 / 4


            feedback
            content
               pace
            planning
            worth it
Problem     Research     Data       Present        Take
Definition     Plan     Collection   Findings      Action




satisfaction
                                               mean   3.54 / 4
Problem         Research     Data       Present        Take
Definition         Plan     Collection   Findings      Action




satisfaction
                                                   mean   3.54 / 4
            feedback
            content
               pace
            planning
            worth it
Problem     Research     Data       Present        Take
Definition     Plan     Collection   Findings      Action




desires
                                               mean   2.3 / 3
Problem         Research     Data       Present        Take
Definition         Plan     Collection   Findings      Action




desires
                                                   mean   2.3 / 3
              videos
       tech demos
             lectures
        discussion
              games
            hands-on
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




comments
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




comments
      “...please discuss next weeks
         paper content in advance
                                  “
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




comments
    “ ...some of the assignments are
         somewhat vague...I would
         suggest a clearer syllabus
                                    “
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action




comments
“...I would like to see class move faster “
Problem       Research     Data       Present         Take
Definition       Plan     Collection   Findings       Action




comments
      “...people being more courteous -
            not holding side conversations
                 that interrupt class
                                                 “
Problem       Research       Data          Present     Take
Definition       Plan       Collection      Findings   Action




“
                                        feedback
    ...some of the assignments are       content
       somewhat vague......please            pace
        discuss next weeks paper         planning


                              “
            content in advance           worth it



      Give more feedback faster and more
           guidance for future assignments

               ( help sessions after every class )
Problem       Research       Data          Present     Take
Definition       Plan       Collection      Findings   Action




“
                                        feedback
    ...some of the assignments are       content
       somewhat vague......please            pace
        discuss next weeks paper         planning


                              “
            content in advance           worth it



      Give more feedback faster and more
           guidance for future assignments

               ( help sessions after every class )
Problem     Research     Data       Present     Take
Definition     Plan     Collection   Findings   Action
Problem       Research     Data       Present         Take
Definition       Plan     Collection   Findings       Action




      “...people being more courteous -
            not holding side conversations
                 that interrupt class
                                                 “
Problem       Research        Data       Present         Take
Definition       Plan        Collection   Findings       Action




      “...people being more courteous -
            not holding side conversations
                 that interrupt class
                                                    “
            Three strikes law starts tonight

       strike    1       lose 2 participation points
Problem       Research        Data       Present         Take
Definition       Plan        Collection   Findings       Action




      “...people being more courteous -
            not holding side conversations
                 that interrupt class
                                                    “
            Three strikes law starts tonight

       strike    2       lose 4 participation points
Problem       Research      Data       Present         Take
Definition       Plan      Collection   Findings       Action




      “...people being more courteous -
            not holding side conversations
                 that interrupt class
                                                  “
            Three strikes law starts tonight

       strike    3       you’re out
Problem       Research     Data       Present     Take
Definition       Plan     Collection   Findings   Action




            videos
      tech demos
          lectures
        discussion
            games
         hands-on


    More hands-on tech (starting tonight) and
           quiz games (also tonight)
questions?
Concept
Review
Topic
        market
segmentation
Segmentation
• Consumer segmentation
 • Demographics, psychographics, behavioral
 • Benefits segmentation & needs-based
    segmentation
• Business segmentation
 • Company size, industry, geography
• Profitability of segments: 80 – 20 rule
Desktop         Portable



Business

            Power Mac G5   PowerBook




 Home


                iMac         iBook
Desktop         Portable



Business

            Power Mac G5   PowerBook




 Home


                iMac         iBook
Topic
     Perceptual
 mapping
Perceptual Mapping?

Start with
Position on x-y graph
Perceptual Mapping?

 Start with products      classy

 Position on x-y graph



conservative                         sporty




                         practical
Try other dimensions

                       wasteful




 small                             large




                   fuel efficient
Try other dimensions

                       Single




Youth                           Mature




                       Family
Topic
     Meaningful
 research
good quality

        Journal
        Articles

                                  BusinessWeek
                                     Fortune
                                      Forbes




                     Trade
                   Newspapers                           Wikipedia


                                             Web
                                             Sites

hard to find                                                  easy to find

                                                  Press
                                                 Releases
                                     Blogs

                   poor quality
http://uopmba.pbworks.com/

mbaspring@lawrencelinn.com
mba570
Fills / Palette
For optimal style, the colors + fills to the left have been pre-selected for the KeyStation Eclipse layouts. In most
cases, you can select one of the shapes above and perform a “Copy Style” operation (format menu) to paste onto
your shapes or text.
Blaise Pascal, (1623-1662) Lettres provinciales.
quote
 “ I have only made this letter
 longer because I have not had
  the time to make it shorter “

  Blaise Pascal, (1623-1662) Lettres provinciales.
research crowdsourcing
post     to @mba570+message
interact
 research crowdsourcing
 post     to @mba570+message
discuss
       Good? Bad?
 good and bad?
Topic
    Creating compelling
presentations

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mba570.springsummer09.5

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  • 15. If you can forecast accurately, you can make money
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  • 24. Topic assignment 4 examples
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  • 31. Research: The 5 Steps Problem Research Data Present Take Definition Plan Collection Findings Action
  • 32. Problem Research Data Present Take Definition Plan Collection Findings Action
  • 33. Problem Research Data Present Take Definition Plan Collection Findings Action How do I
  • 34. Problem Research Data Present Take Definition Plan Collection Findings Action How do I 1. improve as a teacher?
  • 35. Problem Research Data Present Take Definition Plan Collection Findings Action How do I 1. improve as a teacher? 2. customize the course to the students
  • 36. Problem Research Data Present Take Definition Plan Collection Findings Action How do I 1. improve as a teacher? 2. customize the course to the students 3. teach about survey design?
  • 37. Problem Research Data Present Take Definition Plan Collection Findings Action
  • 38. Problem Research Data Present Take Definition Plan Collection Findings Action Design
  • 39. Problem Research Data Present Take Definition Plan Collection Findings Action Design 1. use a familiar tool – survey monkey
  • 40. Problem Research Data Present Take Definition Plan Collection Findings Action Design 1. use a familiar tool – survey monkey 2. keep it short - 3 questions
  • 41. Problem Research Data Present Take Definition Plan Collection Findings Action Design 1. use a familiar tool – survey monkey 2. keep it short - 3 questions 3. make it easy - email, web
  • 43. Design Try to avoid “middle of the road” questions
  • 44. Design Try to avoid “middle of the road” questions Sometimes rankings work better
  • 46. Design Try to avoid “middle of the road” questions
  • 47. Design Open questions can be hard to tabulate, but add richness and presentation value
  • 48. Design “ For the love of God please stop playing the mini sirloin burgers song! “ But add richness and presentation value
  • 49. 236 PORTER AND UMBACH Porter, Stephan (2006).Student survey response rates across institutions: why do they vary?. Research in Higher Education. 47, 8-15.
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  • 51. Problem Research Data Present Take Definition Plan Collection Findings Action
  • 52. Problem Research Data Present Take Definition Plan Collection Findings Action 1. Wave I - email survey 27% wave I wave II wave III
  • 53. Problem Research Data Present Take Definition Plan Collection Findings Action 1. Wave I - email survey 2. Wave II - add grade note & web links 64% wave I wave II wave III
  • 54. Problem Research Data Present Take Definition Plan Collection Findings Action 1. Wave I - email survey 2. Wave II - add grade note & web links 3. Wave III - email guilt trip 81% wave I wave II wave III
  • 55.
  • 56.
  • 57.
  • 59. 1. Self perception 2. Cognitive dissonance
  • 60. 1. Self perception 2. Cognitive dissonance “time is running out”
  • 61. 1. Self perception 2. Cognitive dissonance “time is running out” 3. Peer pressure
  • 62. 1. Self perception 2. Cognitive dissonance “time is running out” 3. Peer pressure 4. Commitment
  • 63. 1. Self perception 2. Cognitive dissonance “time is running out” 3. Peer pressure 4. Commitment 5. Recall - easy, fast
  • 64. Problem Research Data Present Take Definition Plan Collection Findings Action satisfaction mean 3.54 / 4
  • 65. Problem Research Data Present Take Definition Plan Collection Findings Action satisfaction mean 3.54 / 4 feedback content pace planning worth it
  • 66. Problem Research Data Present Take Definition Plan Collection Findings Action satisfaction mean 3.54 / 4
  • 67. Problem Research Data Present Take Definition Plan Collection Findings Action satisfaction mean 3.54 / 4 feedback content pace planning worth it
  • 68. Problem Research Data Present Take Definition Plan Collection Findings Action desires mean 2.3 / 3
  • 69. Problem Research Data Present Take Definition Plan Collection Findings Action desires mean 2.3 / 3 videos tech demos lectures discussion games hands-on
  • 70. Problem Research Data Present Take Definition Plan Collection Findings Action comments
  • 71. Problem Research Data Present Take Definition Plan Collection Findings Action comments “...please discuss next weeks paper content in advance “
  • 72. Problem Research Data Present Take Definition Plan Collection Findings Action comments “ ...some of the assignments are somewhat vague...I would suggest a clearer syllabus “
  • 73. Problem Research Data Present Take Definition Plan Collection Findings Action comments “...I would like to see class move faster “
  • 74. Problem Research Data Present Take Definition Plan Collection Findings Action comments “...people being more courteous - not holding side conversations that interrupt class “
  • 75. Problem Research Data Present Take Definition Plan Collection Findings Action “ feedback ...some of the assignments are content somewhat vague......please pace discuss next weeks paper planning “ content in advance worth it Give more feedback faster and more guidance for future assignments ( help sessions after every class )
  • 76. Problem Research Data Present Take Definition Plan Collection Findings Action “ feedback ...some of the assignments are content somewhat vague......please pace discuss next weeks paper planning “ content in advance worth it Give more feedback faster and more guidance for future assignments ( help sessions after every class )
  • 77. Problem Research Data Present Take Definition Plan Collection Findings Action
  • 78. Problem Research Data Present Take Definition Plan Collection Findings Action “...people being more courteous - not holding side conversations that interrupt class “
  • 79. Problem Research Data Present Take Definition Plan Collection Findings Action “...people being more courteous - not holding side conversations that interrupt class “ Three strikes law starts tonight strike 1 lose 2 participation points
  • 80. Problem Research Data Present Take Definition Plan Collection Findings Action “...people being more courteous - not holding side conversations that interrupt class “ Three strikes law starts tonight strike 2 lose 4 participation points
  • 81. Problem Research Data Present Take Definition Plan Collection Findings Action “...people being more courteous - not holding side conversations that interrupt class “ Three strikes law starts tonight strike 3 you’re out
  • 82. Problem Research Data Present Take Definition Plan Collection Findings Action videos tech demos lectures discussion games hands-on More hands-on tech (starting tonight) and quiz games (also tonight)
  • 84.
  • 86.
  • 87. Topic market segmentation
  • 88.
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  • 90.
  • 91. Segmentation • Consumer segmentation • Demographics, psychographics, behavioral • Benefits segmentation & needs-based segmentation • Business segmentation • Company size, industry, geography • Profitability of segments: 80 – 20 rule
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  • 100. Desktop Portable Business Power Mac G5 PowerBook Home iMac iBook
  • 101. Desktop Portable Business Power Mac G5 PowerBook Home iMac iBook
  • 102.
  • 103. Topic Perceptual mapping
  • 105. Perceptual Mapping? Start with products classy Position on x-y graph conservative sporty practical
  • 106. Try other dimensions wasteful small large fuel efficient
  • 107. Try other dimensions Single Youth Mature Family
  • 108.
  • 109. Topic Meaningful research
  • 110. good quality Journal Articles BusinessWeek Fortune Forbes Trade Newspapers Wikipedia Web Sites hard to find easy to find Press Releases Blogs poor quality
  • 112. Fills / Palette For optimal style, the colors + fills to the left have been pre-selected for the KeyStation Eclipse layouts. In most cases, you can select one of the shapes above and perform a “Copy Style” operation (format menu) to paste onto your shapes or text.
  • 113.
  • 114. Blaise Pascal, (1623-1662) Lettres provinciales.
  • 115. quote “ I have only made this letter longer because I have not had the time to make it shorter “ Blaise Pascal, (1623-1662) Lettres provinciales.
  • 116. research crowdsourcing post to @mba570+message
  • 117. interact research crowdsourcing post to @mba570+message
  • 118.
  • 119. discuss Good? Bad? good and bad?
  • 120.
  • 121. Topic Creating compelling presentations

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