...Unit IV Case Study Toni K Bonton Columbia Southern University During the concept stage of research, Starbucks set out to test the idea of a card that utilized dual-functionality versus using two separate cards (Cooper & Schindler, 2011). To do this, online focus groups were used to determine customer preferences. Not only did this type of study measure how well customers understood the dual-functionality aspect of the proposed card and what concepts needed to be explained further, but it also revealed customer appeal to the card and its features (Cooper & Schindler, 2011). The product optimization study was another online study conducted during the concept stage to determine the impact certain features have on a customer's decision to apply for the card and which of those features could potentially increase sales (Cooper & Schindler, 2011). This information proves beneficial in knowing which customers would not apply for the card and why and how the most appealing features would affect the profit margin. In the final stage of research, Starbucks measured the return on their marketing investment, using customer feedback obtained through yet another online survey after their new card was launched (Cooper & Schindler, 2011) . The customer feedback responded to customer awareness and the reasons why customers chose to apply, or not apply, for the card. This type of study measured the success of the card launch and how that success came about, along with whether or...
Words: 744 - Pages: 3
...Usability Evaluation Professor Cox CIS 375 Abstract Online surveys are a great alternative to lavish mail or telephone surveys. There are a few requirements to online surveys however that you must be aware of. Using the Internet to conduct quantitative research presents challenges not found in conventional research. Some of our knowledge concerning the effective design and use of paper-based surveys does translate into electronic formats. However, electronic surveys have distinctive technological, demographic and response characteristics that affect how they should be designed, when they can be used and how they can be implemented. Survey design, subject privacy and confidentiality, sampling and subject solicitation, distribution methods and response rates and survey piloting are critical methodological components that must be addressed in order to conduct sound online research. The easy and difficult aspects of creating and conducting an online questionnaire are a constraint, timeliness, important and the nature of the research requires it. While there are three types of questions have numerous versions. eSurveysPro, for example, offers a dozen different question types based on these three basic types. For example, you can have a multiple choice question that lets the customer choose from a dropdown list, a vertical (up/down) list of choices, or horizontal (left/right) choices. This may seem cosmetic but dropdown lists might delay participation because the customer...
Words: 816 - Pages: 4
...RES/351 Business Research Starbucks, Bank One & Visa Launch Starbucks Card 1. What types of research were done at each stage? Discuss the strengths of each different type given the stage of the project. Starbucks used the scientific method which consists of three different studies based on product functionality, product optimization, and brand tracking. The scientific method used to gather information about the target markets that they had or trying to approach. The product functionality study was carried out at the concept testing stage of the research, through the use of an online survey. The purpose was to understand which of the two credit card concepts customers preferred of the dual-function or two separate cards. This would determine if the product would or would not function as Starbucks desired, the findings of this study would be pertinent information to assist Starbucks and its affiliates in determining the strengths and/or weaknesses of the study’s design. The study of product optimization was used to see the concept stages of research. Starbucks used this study to see if certain features from the dual action card would determine if customer’s decision to apply for a credit card. The brand tracking was used to measure the return on the marketing investments based on the feedback after they launched the card. 2. Build the management-research question hierarchy for this project. The first question Starbucks had to answer was whether or...
Words: 887 - Pages: 4
... Overcoming Challenges to Conducting Online Surveys Jiali Ye Georgia State University, USA Chapter VIII AbstRAct The widespread use of personal computers in the work place and at home has created a new opportunity of conducting research. With the increasing accessibility of the Internet and e-mail, using the new medium to distribute surveys is gaining popularity among researchers. The online survey, however, is a “double-edged sword,” with the ability to access a large number of respondents at low costs, but the risk of increasing difficulties to evaluate the quality of the research (Couper, 2000). Concerns over response rates, sampling, and controlling the data collection environment have posed serious challenges to online survey researchers. The purpose of the present chapter is to offer suggestions for addressing these concerns. After a brief discussion on the formats of online surveys, the author will outline the challenges of conducting online surveys, and provide some strategies to overcome these challenges. IntRoductIon formats of online surveys Internet-based research may appear in various forms, but generally there are two formats for online surveys: e-mail surveys and Web-based surveys. E-mail surveys. According to Bachmann, Elfrink, and Vazzana (1996), e-mail questionnaires appeared almost simultaneously with the introduction of e-mail. E-mail surveys used to be restricted to population samples from within a company or a university. With the increasing...
Words: 1226 - Pages: 5
...MONISHA CUNNINGHAM 1. What types of research were done at each stage? Discuss the strengths of each different type given the stage of the project. * The first stage began with the use of exploratory research, which is useful when researchers lack a clear idea of the problems they will meet during the study (Cooper & Schindler, 2014). This stage began with early secondary research of the market and indicated that such a product did not exist in the credit services industry. Starbucks went on to explore possible partners by approaching major card service companies. It conducted interviews with bank executives, visited call centers; even listened in on phone calls to learn how each resolved customer credit card problems. Through exploration researchers develop concepts more clearly, establish priorities, develop operational definitions, and improve the final research design. * After Starbuck identified their perfect partners, stage two was conducting focus groups. They tested the idea of a dual functionality card with four focus groups, using the services of an independent moderator. The focus groups involved two major groups of Starbucks customers who owned a credit card: those who used the Starbucks Card and those who did not. The data obtained from the focus groups proved to be extremely helpful. In exploratory research, the qualitative data that focus groups produce may be used for enriching all levels of research questions and hypotheses and comparing the effectiveness...
Words: 1177 - Pages: 5
...An online survey is a Web-based version of a traditional survey such as a mail or telephone survey. They are a cost-effective and, generally, unbiased way to collect opinions, interests, views, preferences, and factual information about a large number and wide variety of respondents. Online surveys, such as those offered by Survey monkey and Zoomerang, are excellent tools for collecting targeted opinions from employees and consumers due to their ease of use and user-convenient accessibility. Organizations utilize these tools to gather valuable brand and industry insights, and businesses of all sizes can increase efficiency and productivity if the surveys are used efficiently. Often a thoughtfully designed online survey can save a business a lot of time and money. With Web-based surveys, a manager has control over the physical appearance and can create attractive and inviting forms. Web-based surveys can include radio buttons and drop-down lists that permit only one choice for the response. Check boxes allow multiple answers. Text boxes can be one line with a limited number of characters, or they may permit unlimited text entry. Careful consideration should be given to the following areas when planning an online survey: (1). Topic-what is the purpose of the survey? (2). Simplicity-online surveys must be defined, clear, and concise; otherwise responses will be negatively affected.(3). Type - determine the type of question that is best suited to answer the topic. (4). Test-...
Words: 636 - Pages: 3
...1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers? A. An online survey of a cross section of Internet households. Advantages: The population from which the sample is drawn is representative of all internet households. So the population includes people aren’t users of lip balm and also users of competing lip balms. Disadvantages: Cost- to sample of internet households is far higher. Many households receiving the survey may not respond. Some people see this as junk mail and delete them without even opening them. Longer time to get results. It may take weeks to obtain survey data. B. An online survey of Carmex Facebook likers. Advantages: Low Cost, Quick response time. Easy to respond by just click on the flavor that they like the most. Disadvantages: May reach out to people who don’t really use Carmex. Some customers may not even have Facebook. Which means that they may be getting people are users of Carmex opinion. 2. (a) On a Facebook brand page, what are “engagement” and “likes” really measuring? (b) For Carmex, which is more important and why? A. On a Facebook brand page, “engagement” measures how active its Facebook audience is with a specific brand through activities like posting a comment, liking a status or by replying to one of the...
Words: 331 - Pages: 2
...he wants to leave the dismal life of a factory job, to pursue a chance in the Merchant Marines. He realizes that he would be running off like his father and this is probably the only thing that kept him from leaving this long. Amanda, Tom's mother, deep down knows the day is coming that Tom will leave. She says "But not till there's someone to take your place." She wants Laura, if not herself to be taken care of. At that moment in the play Tom is the breadwinner in the family and up to this point Tom is the underpriviledged child that wants to move on. He wants to pursue his dream, a more adventurous life. Tom was a likable character until we find out he didn't pay the electric bill with the intended money. When Jim is over and he says "I paid my dues this month, instead of the light bill". At this point, Tom becomes a more selfish character. There is less sympathy given in his direction. In fact, this is probably where we feel a little more sorry for Amanda. Amanda has probably not done everything right for her family, but her intentions have always been good. Tom has lost patience and wants to pursue his journey away now. There's no waiting to save the money for the dues. He doesn't stop going to the movies for a week or quit smoking to save money. He takes the money for the light bill. We know this is a painfully big deal and he has intentionally hurt his family at this point. He knows he has put himself in a position of no turning back. Now, he has to go. As if to make it...
Words: 693 - Pages: 3
...user (Google, nod.). In order to increase revenue, Google must increase the number of places where it can display advertisements. Google continually creates new products which provide new advertising opportunities for Google. The advertiser is concerned with the amount of sales volume generated by the Google advertisement. Because a user is specifically searching for a topic when an ad is presented, Google advertisements are relevant to the user. When a user views a relevant ad, there is a greater likelihood that the user will purchase the product or service. Google’s contribution to advertising relevance is the hybrid paid search ranking scheme which rank search ads based on the combination of bid price and click through rate. By adding click through rate, Google not only maximized income but also increased the relevance of those paid search ads (Moran, 2008). 2. How does Google’s information systems strategy support its business strategy? Enterprise Alignment is defined by Fonstad and Subramani as IT and business managers working together to coordinate potential synergies across business units and local alignment efforts such as creating an efficient and effective shared IT infrastructure platform,...
Words: 2319 - Pages: 10
... 566 U.S. ___(2012). Parties: Albert W. Florence, Plaintiff/Appellant Board of Chosen Freeholder of County of Burlington, Defendant/Appellee Facts: Albert Florence was arrested for an outdated warrant. Upon his arrest he was taken to the Burlington County Detention Center where he was subject to a strip search. He remained there for six days and then was transferred to the Essex county facility where he was subjected to another strip search and a visual body cavity search. Florence contends that these searches violated his Fourth and Fourteenth Amendment since he was arrested for a minor offense. Procedural History: In 1998, Albert Florence was arrested for fleeing from police officers in Essex County and was charged with obstruction of justice and use of a deadly weapon. He took a plea deal where he pleaded guilty and his charges where reduced to two lesser offenses. He was sentenced to pay a fine in monthly installments but he failed to keep up with the monthly payments. Not only did he fall behind in his monthly payments but he also failed to appear at an enforcement hearing in which caused him to have a warrant issued for his arrest. Florence paid for the outstanding balance but the warrant was never updated and remained in the database. A state trooper stopped Florence in New Jersey and arrested him after he checked the statewide computer database system and found a bench warrant for his arrest. At the detention center, he was required to shower with a delousing...
Words: 866 - Pages: 4
...continuing to pick up. Here are a few things to keep in mind if you are contacted by a search firm. By Stephenie Overman, contributor FORTUNE -- If you make six figures a year, or reasonably hope to move into that league, dust off your resume. Headhunters are calling again. Senior executive recruiting has had a dramatic resurgence. Following a precipitous 32.5% decline in 2009, the industry grew by an average of 28.5% in 2010 and is on track to do well in 2011, according to the Association of Executive Search Consultants (AESC). Retained search firms -- executive search firms that companies hire to recruit candidates -- are looking for "senior executive talent, people on the fast track," says Peter M. Felix, AESC president. "It's unlikely a firm will be searching [to fill a position] below $150,000 base salary or the equivalent. If you're earning less than $100,000, retained search is not for you." It's worth remembering that a retained search firm represents the company, not the job candidate, and is paid regardless of the outcome of the search. So-called contingency firms often represent individuals seeking placement and are paid for whatever placements they make. "It's not well understood," Felix says. "Many executives come to search firms, expecting us to be an employment agency. Absolutely not. There are firms who represent candidates, but not retained search firms." These retained search firms are the gatekeepers to 60,000 to 70,000 senior-level jobs worldwide every year...
Words: 1005 - Pages: 5
...when Google began to have annual reports, Larry and I have taken turns writing an annual letter. I never imagined I would be writing one in the midst of an economic crisis unlike any we have seen in decades. As I write this, search queries are reflecting economic hardship, the major market indexes are one-half of what they were less than 18 months ago, and els. unemployment is at record levels. Nonetheless, I am optimistic about the future, because I believe scarcity breeds clarity: it focuses minds, forcing g people to think creatively and rise to the challenge. While much smaller in scale than today’s global collapse, e, the dot-com bust of 2000-2002 pushed Google and others in the industry to make some tough decisions — and we all emerged stronger as a result. This new crisis punctuates the end of our first decade e as a company, a decade that has brought great change to Google, the web and the Internet as a whole. As I reflect on this short time period, our accomplishments and our shortcomings, I am very excited about what the next 10 years may bring. But let me start a little farther back — in 1990, the very first web page was created at http://info.cern.ch/. By late 1992, there were only 26 websites in the world, so there was not much need for a search engine. When NCSA Mosaic (the first widely-used web browser) came out in 1993, every new website that was created would get posted to its “What’s New” page at p a rate of about one a day. Just five years llater, in 1998, web pages...
Words: 66324 - Pages: 266
...market dynamics; more so in the present economic situation of a global recession and downturn across industries as economies around the world are globally connected and interdependent. An organization with performance driven HR planning and development practices distinguish itself from competitors and brings quality & loyal workers who are committed and passionate about the success of their organization. In order to understand the concepts and HRM strategies/practices learned in lectures better, I have chosen the company that has ranked 1st on ‘100 Best Companies to Work For’ list of Fortune (a well-known international business magazine) for 2007, 2008 and 2012. , based in Mountain View, California, Google is the world's most popular search engine. The company started out of a garage in 1998, has generated wealth faster than any company in history and now dominates the worlds’ information industry. Currently, Google has more than 30,000 employees worldwide is not just known for its innovative breakthroughs in the technology industry, but is also known for innovative human resources (HR) policies. Google is an icon of success among Internet companies. A survey conducted by Business Week magazine showed that Google was the most sought after company by college students, MBAs, women, engineers, and diverse individuals. As of 2008, Google receives...
Words: 3599 - Pages: 15
...This quote explains how people don’t really have privacy in their technology and how the more advanced technology gets the more it takes over your privacy and that’s what the company gets when people download a app from them they take the privacy away and people get their privacy invaded. “All of your choices are slowly moving to less and less privacy. The reason they are moving that way is people want things for free,” he said. “You are not paying in dollars. You are paying in privacy” (Government Technology ). “Free apps carry the most risk with 95 percent showing evidence of at least one risky behavior compared to 78 percent of paid apps” ( according to a study by Appthority, an application analysis company). This shows that when you get an app for free it’s more likely that your privacy is being invaded by the company and by people you don’t know and it’s really dangerous because you don’t know what the person is capable of doing for example they can be able to steal your data and gather your information for bad usage for example steal money from you etc.”You would never allow a stranger to track your step-by-step location, read your text messages or view your photos, and yet many smartphone applications do just that” (The New...
Words: 1230 - Pages: 5
...Assignment 1: Review of Accounting Ethics ACC 557 April 27, 2014 Conductive Ethical Behavior I believe that the current business and regulatory environment is more conductive to ethical behavior. In current times a company’s reputation can determine its success or failure. This has made more company’s own up to their ethical mistakes and behaviors. They are more likely to admit a mistake or failure when an ethical breach has surface in order to save face and keep its reputation. This is evident in the ethical breach I will be writing my paper on. Organization Yahoo Inc. is an American multinational internet corporation headquartered in Sunnyvale, California. It is widely known for its web portal, search engine Yahoo Search, and related services, including Yahoo Directory and Yahoo mail (Staff, 2012). Ethical Breach and Detection Yahoo hired Thompson as CEO in January 2012. On May 3, 2012 investor Dan Loeb, CEO of Third Point LLC, sent a letter to Yahoo’s Board of Directors (Prnewswire.com). The letter names a Yahoo SEC filing declaring that Thompson holds a Bachelor's degree in accounting and computer science from Stonehill College and that Loeb had reason to believe that the degree was in accounting only. Loeb questioned if Thompson had embellished his academic credentials and also questioned if the Board had failed to exercise appropriate diligence and oversight in one of its most fundamental tasks – identifying and hiring the Chief Executive Officer. Loeb suggests...
Words: 764 - Pages: 4
