Nubs mba group management project team
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- Insight – Olympia, London
- Web based Surveys
- Ethnographic and Primary research (n=130)
Questionnaire SurveyConsidering the time and effort involved in giving an interview, only a limited number of people were willing to be interviewed. Hence, in order to collect data from a larger sample it was decided to employ a questionnaire survey. Based on the responses from the in-depth interviews and the requirement of the marketing plan, a short questionnaire of around 12 close-ended questions was initially developed. The questions were close-ended and aimed to identify the present and future marketing channels, popular market research tools, maturity level of the eye-tracking industry, client-awareness, willingness to spend and perceived value added by eye-tracking study. Insight – Olympia, LondonFortunately, around the same time there was an International Marketing Seminar – Insight held at Olympia, London from 30th June to 1st July. It was decided to test out this questionnaire at Insight through face to face surveys. The team travelled to London for a day and surveyed people at the Insight event. The main purpose of conducting this face to face survey was to identify the problems experienced by the people while taking the questionnaire regarding clarity of questions and their options, and sequencing of questions. A total of 16 people responded to the questionnaire. The respondents were chosen depending on their awareness about eye-tracking technology and its applications. Based on the responses from Insight, London the team fine-tuned their questions and developed two questionnaires. While most of the questions in these two sets were very similar, there were slight changes in a few questions as they were targeted at different audiences. One was to be targeted at the professionals in Australia (Insiders) involved in the eye-tracking industry. The other was to be targeted at the people in countries like UK, US and others (Outsiders) but still related to the eye-tracking sector. The purpose was to analyze the similarities and differences between outsider and insider views while coming up with the marketing plan. The advantages and potential disadvantages of online surveys (web based third party survey software) were considered. Advantages of online surveys included global reach, flexibility of time, automated electronic data collection and analysis, cross-tabulation of results, graphical display and numerical formats, ease of follow up, easy to import data into excel, SPSS, etc. (Archer, 2003). Also, efforts to overcome drawbacks of online surveys were taken. In order to avoid email being considered as junk mail, brief emails with URL link (opt-in surveys) were used. The questions were kept simple so that they were easy for the user to understand and answer. Personalized emails were sent out. Also, privacy of respondents was given priority (Evans and Mathur, 2005). The other reason is that most of the businesses in tech-savvy countries like UK, Australia, US had online presence and used internet for their day-to-day affairs (Gran et al, 2005). The questionnaires were uploaded on www.SurveyMonkey.com. The emails for mailing the survey link were handpicked from professional websites like Alliance of International Marketing Research Institutes (AIMRI), Australian Interactive Media Industry Association (AIMIA) and Digital Ministry – Digital Media and Marketing. Around 250 personalized emails were sent with the Australian survey link. A total of 47 people responded for the Australian (Insider) Questionnaire. Similarly, around 250 personalized emails were sent with the Outsider survey link. A total of 63 people responded to the other (Outsider) Questionnaire. The overall response to the web based survey was 110 out of around 500 indicating an average response rate of around 20%. Ethnographic and Primary research (n=130)Table of interview list (Total 130 weighted responses)  Table 7 - Details of Research Participants
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