A Graduate Certificate Program. Algonquin College School of Business

Transcription

1 A Graduate Certificate Program Algonquin College School of Business

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

3 IBM - 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

4 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

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

6 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) ext tallerm@algonquincollege.com Interns are ready to hit the ground running! 6

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

8 Quantitative Data Collection

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

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

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

12 We can create inviting online surveys 12

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

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

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

16 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

17 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

18 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 of Pizza Number of Outlets Competitor activities Index Number of delivery boys Number of existing customers SALES Advertisement Expenditure 18

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

20 Sales Sales And, of what value is this relationship? 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?

21 One approach - Regression Model Y= X X X3-1.97X X X6 The model has a predictive accuracy of 95.3%. More analysis and optimization is needed. 21

22 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

23 Moving Forward in Qualitative Research

24 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

25 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

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

27 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 Leading to: itracks Richer data and better results 27

28 OLFG Main screen itracks 28

29 OLFG Back room view itracks 29

30 Project Planning and Client Liaison

31 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

32 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

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

34 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

35 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

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

37 How to find out more... in