Algonquin College School of Business MBIR program is modelled after - PowerPoint PPT Presentation

A Graduate Certificate Program Algonquin College – School of Business

MBIR program is modelled after MRIA - CMRP Courses WINTER TERM FALL TERM 7. Marketing Management 1. Fundamentals of MR 8. Competitive Business 2. Questionnaire Design Intelligence 3. Qualitative MR 9. MR Design 4. Ethical Issues & Privacy 10. International MR 5. Online MR 11. Advanced Techniques for MR 6. MR Statistics and Data 12. Research for Core Industries Analysis 13. Introduction to Field Work SPRING TERM - Work Placement 2

IB IBM M - SPSS SPSS MBIR skills on display  Quantitative Data Collection  Quantitative Data Analysis  Qualitative Data Collection  Project Planning and Client Liaison Thank you to our corporate partners! IBM - SPSS itracks 3

MBIR Students bring a rich background • Fields of study – all students have a university degree or college diploma already . . . business, economics, marketing, psychology, political science, geography, sciences, engineering, communications, linguistics, education • Work experience – some students left other careers to pursue MBIR . . . project manager, analyst, teacher, banker, customer relations, program coordinator • Languages spoken – 10 in total among the students 4

MBIR alumni in the workplace • Health Canada • CIPO • PWGSC • OSFI Magic Eye Consulting At year 3 of the program, interns and grads work in many sectors. 5

Add value - Hire an MBIR intern! • Program is founded on equal parts study and work • 480 hours of work experience required to graduate • Can be full time - OR – part time - OR – per project Martin Taller MBIR Program Co-ordinator (613) 727-4723 ext. 6139 tallerm@algonquincollege.com Interns are ready to hit the ground running! 6

From an MBIR student perspective: A brief look at the skills acquired • Raquel Genio Quantitative Data Collection • Abhay Tiwari Quantitative Data Analysis Qualitative Data Collection • Ruth Davy Project Planning and • Jamell Vanterpool Client Liaison 7

Quantitative Data Collection

We can design questionnaires to … • Meet the research objectives • Apply the appropriate scales  Ranking, Rating, Likert, Semantic, Staples 9

We can design questionnaires to … • Rank consumers’ preferences • Measure behavioural intentions 10

We can design questionnaires to ……. • Predict behaviour using psychographic questions 11

We can create inviting online surveys … 12

We can create engaging online surveys … Edit Style Preview • Add images • Preview & • Various & video test survey languages look and skip • Style • Question logic background formats and text • Skip logic: • Branching • Looping • Piping • Show/hide • Redirection 13

We can create effective online surveys … Publish Invite Analyze • Import contact • Change and add • Create lists features: summary • Create contact reports • Manage privacy & security lists within • Create cross- survey tool • Manage features tabs & various accessible to • Compose and graphics respondents send • Customize URL invitations and and barcodes reminders • Set quotas & restrictions • Survey messages and buttons 14

Quantitative Data Analysis “ Or, what does all this data mean?” 15

First Semester - GETTING A GRIP • Key Skills Acquired: – Approaches to analyze data – Sampling procedures and applying weights – Estimation – Hypothesis testing/statistical significance – Correlation analysis – Data Coding and Cleaning – Data presentation (including charts and tables) 16

Second Semester – FULL THROTTLE • Key Skills Acquired: – Multivariate analysis – Purpose of statistical techniques – Comparison of means using T-tests – ANOVA and ANCOVA – Regression Analysis • Linear and Non-linear regression – Factor Analysis – Cluster Analysis – Multi-Dimensional Scaling/Unfolding – Conjoint Analysis 17

Now here’s a research problem • Awesome Pizza (Virtual co.) wants to predict the sales of pizzas. • Terrific research came up with a theoretical model. Varieties Number of of Pizza Outlets Competitor Number of activities delivery Index boys Number Advertisement SALES of existing Expenditure customers 18

But, what’s the nature of the relationship? Sales Sales Advertisement Expenditure Number of Employees Sales Sales Number of Outlets Varieties 19

And, of what value is this relationship? Sales Sales Competitor Index Customers Initial Observations • Some variables may have a linear relationship with sales. Questions to be addressed • How strong is the relationship? • What relationships are statistically significant? • How accurate is the prediction?

One approach - Regression Model Y=6.37+0.92X 1 +0.69X 2 +1.62X 3 -1.97X 4 +0.07X 5 +0.24X 6 The model has a More analysis and predictive accuracy of optimization is needed ……. 95.3%. 21

And the answer is... • We would be happy to talk to you about: – How the results could be interpreted – What other analysis techniques could be used 22

Moving Forward in Qualitative Research

Delivering on… MRIA standards and best practices We have the knowledge to:  Recruit valid participants and obtain consent  Respect privacy and confidentiality  Educate clients on required standards, e.g. QRR  Deal with unique needs, e.g. children MRIA Code of Conduct and Good Practice 24

Designing … effective projects We establish research objectives and then:  Recommend an approach  qualitative versus hybrid  Develop recruitment screeners  product usage; participation  Prepare discussion guides  for IDIs or focus groups 25

Implementing . . . effective projects We are trained to handle many situations:  Probe effectively  Incorporate projective techniques  Manage difficult participants – and observers! 26

Applying … advanced technologies We have the skills to: • Use the latest online tools: BBFGs, OLFGs • Interact effectively in these new platforms • Create an engaging respondent experience itracks Leading to : • Richer data and better results 27

OLFG – Main screen itracks 28

OLFG – Back room view itracks 29

Project Planning and Client Liaison

MBIR projects comprise “real research” STUDENTS  Work with real clients to solve real needs  Conduct a complete MR project CLIENTS  Use findings to make real business decisions 5 client projects are underway

Projects fall into three sectors 1. GOVERNMENT • Advertising, Coordination and Partnerships Directorate (ACPD) • Electronic Media Monitoring (EMM) • Public Opinion Research Directorate (PORD ) 2. NOT FOR PROFIT • Canadian Public Relations Society (CPRS) 3. HIGHER EDUCATION • Algonquin College & University of Ottawa 32

Projects follow a disciplined process Formal research proposal Design Field work Analysis Report & presentation 33

Projects apply various methodologies QUALITATIVE • In depth interviews • Expert panels • Secondary data analysis QUANTITATIVE • On line surveys • Multiple cross-sectional design • Attempted census • SPSS analysis 34

Projects must overcome challenges POOR RESPONSE RATES  Generalize results to larger populations TIGHT DEADLINES  Balance client needs and class projects COORDINATION  Accommodate client and student schedules BUDGET  Manage with no funds 35

Projects benefit clients and students CLIENTS STUDENTS Results Real world experience  Credible findings  Design an MR project  Actionable  Work with clients recommendations 36

How to find out more ... www.algonquincollege.com in www.linkedin.com/groups/MRIA www.mria-arim.ca/ottawa tallerm@algonquincollege.com