Calling up Attendance

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Calling Up Attendance Case Study : 

Calling Up Attendance Case Study Presented by Gretchen, Ken, Linda, Naveen & Ricky 1

Summary : 

Summary This case examines a study by Prince Marketing for TCS Management Group. TCS Management Group, Inc., part of Aspect Communications, is the leading provider of workforce management software, especially related to call center management. 2

Summary : 

Summary TCS was planning a special two-day educational event, Users Forum, for its 300-plus customers, but was unsure how many TeleCenter System users would attend. The study discusses measures of customer satisfaction and aims to predict attendance at a two-day educational event, Users Forum. 3

Discussion Management Research Question Hierarchy : 

Discussion Management Research Question Hierarchy Investigative questions: What is the current users' evaluation of: 1. Ease of use 2. Usefulness of software-generated reports. 3. Satisfaction of customer service. Will customer recommend the software, why or why not? Who, if anyone, from a current user's company will attend the Users Forum? Do new users of the software have different concerns than established users? How many representatives from a single company may come to the Forum? What type of respondent (user or manager) is likely to attend the Forum? Do the different types of respondents have different concerns with TeleCenter System software? 4

Discussion Management Research Question Hierarchy : 

Discussion Management Research Question Hierarchy Management questions: How many users will attend the event? What topics should be addressed in the presentations or materials distributed at the Users Forum? Research questions: How many current users see attendance at Users Forum as a viable means to address troublesome issues, such as ease of use, technical support access and responsiveness? What issues cause the most concern among the current users of the TeleCenter System software? 5

DiscussionCommunication Methodology : 

DiscussionCommunication Methodology Self-Administered Survey: 1. 7-Point rating scale for: Software’s ease of use Usefulness of software reports Satisfaction of service 2. Multiple choice for other questions with option of explanatory comments. 6

DiscussionPreliminary Analysis Plan : 

DiscussionPreliminary Analysis Plan Adequate coverage of topic Securing the information in the most usable form. Display the data researcher expects to secure. 7

Preliminary Analysis Plan : 

Preliminary Analysis Plan 8

DiscussionDealing with don’t know answer : 

DiscussionDealing with don’t know answer Is the number of DK response too high? Legitimacy of the DK response. Clarity of questions. Motivate for a more definitive answer. Allocation of DK responses from other answers. Treat it as a separate category. 9

DiscussionAdvantages and Concerns for incorporating research and marketing activities. : 

DiscussionAdvantages and Concerns for incorporating research and marketing activities. Advantages Better strategy Competitive advantage Customer satisfaction Mitigate risks Concerns Potential ethical concerns. Misleading results 10

Discussion of concepts : 

Discussion of concepts Survey: is a measurement process used to collect information during a highly structured interview Researchers cannot help business decision making process if: 1. Select or craft inappropriate questions 2. Ask them in an inappropriate order 3. Use inappropriate transitions and instructions to elicit information 11

Discussion of concepts : 

Discussion of concepts Self Administered Survey - Fee Based Services (Outsourcing) 1. Problem Formulation 2. Questionnaire Design 3. Question Content 4. Response Strategy 5. Wording and Sequence of Questions 12

Discussion of application : 

Discussion of application Linda & Ken to fill in 13

Questions? : 

Questions? 14

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