Marketing Research

AIT Alumni & Students

Online Network

Bangkok, October 2003

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Team Members

Part 1 - Concept: Nguyen Anh TuanNguyen Thuy Mai

Part 2 - Research Design: Nguyen Thanh HaTran Lan Anh

Part 3 - Analysis & Direction: Le Tien HaiNguyen Xuan Tien

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Part One - Concept

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Rationale

Huge & various knowledge resources with same educational philosophy of AIT;

Needs for application of educational knowledge into the real life;

Mutual benefits; A playing room for exchange

information and idea; Power of IT;

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Problems

Un-updated and offline network; Non-commercialised network; No-often contacts after coming back

home; No current status has been known; Difficult to know expertise and

contacts when needed; No-often contacts between home and

campus;

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Objectives

To research the needs for setting up an online network via WEB;

To research expectations of users; To research potential services in the WEB; To research chance for commercialisation; To research fee structure and price for

service usage; To work out possible operational

mechanism for the WEB;

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Segments

Structured questionnaire survey: Level 1 - Study status

Alumni Students

Level 2 - School & programs SAT SCE SERD SOM

Level 3 - Degree D Eng, D Tech Sc, PhD, M Eng, M Sc, MBA, M

Eng (P), Diploma. Focus group:

Thai, VN, China, Bangladesh, Philippine, Nepal, Sri Lanka, India.

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Services

Job Forum Business contacts Advertisement Make friends Chatting Game Study exchange Social activities (Charity, donation, Education: Book store, library, advisor Web link

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Information needs

Secondary research Current network, contents, design; Numbers of alumni and students by

segments; Other web for reference on design,

operations, services; Primary research

Needs and expectation of users from the new online WEB;

Users’ expected services from the WEB; Idea on fee structure, price, operations of

the WEB;

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Information sources

AIT web; AIT management; AIT student union for each nation; National AIT alumni contacts in

selected countries; Other webs; Data from feedback questionnaires

and focus group discussion;

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Part Two - Research Design

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Methodology

Survey Mailing questionnaires: Cost saving,

unlimited numbers of mails, dispersed location, simple questionnaire, no need interaction with respondents;

Focus group Selected nationalities for cultural issue

analysis which affected web set up;

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Sampling & how to access

Survey Population by segments including three

levels Sample size: 10% of population plus 5%

for un-received mails; Stratified random selection for sending

questionnaires; Using national coordinators;

Focus group Meeting organised through national

coordinators in selected countries;

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Sampling examples

22%

32%

36%

10%

SAT

SCE

SERD

SOM

Segmentation by school

12,000

1,800

Alu

Stu

Segmentation by Alumni/ Student

588 272 126

14,416

6,293

1,30730 289

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

D Eng

D Tech

Sc

PhD

M E

ngM

Sc

MBA

M E

ng (P

)

Diplom

a

Series1

Segmentation by degree

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Questionnaire structure

Questionnaire introduction Purpose; Benefits;

Questionnaire body Current network assessment; New network need assessment;

Services provided; Pricing; Promotion;

Demographic information

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Part Three - Analysis & Direction

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Coding

Question number: 1 - n; Variable number: For each segments

(questionnaire survey) and each nationality (focus group);

Description: Contents of questions; Format: Excel/ applicable software; Coding note: Scale 1 - 5 and 0 for no

response; Inputs into computer for analysis;

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Techniques

Univariate data analysis To analyze it is necessary to set up the

online network for AIT alumni & students; To analyze the attitude to the new

network attributes; Bivariate data analysis

To analyze the expectations of services in the online network;

Multivariate data analysis - Dependence methods - Multi regression To measure the willingness to pay for

each levels of services;

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How to analyse

Univariate data analysis (Mean/ Std.)

Sample size Results

1 0 1 2 3 4 5 60%

2 0 1 2 3 4 5 10%

3 0 1 2 3 4 5 15%

4 0 1 2 3 4 5 15%……9989991000Total 100%

Note:0: No calculation1, 2: No go3: Consideration and further analysis4, 5: Go

Coding note

Example for Univariate Data Analysis

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How to analyse

Univariate data analysis (Mean/ Std.)

Attribute Mean Std Valid N

Recruitement

Business

Education

Social activities

Entertainment

Other links

Means of Attitutes about the new network

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How to analyse (con’t)

Bivariate data analysis (Y = a + bx)

Attributes/ ServicesAlumni & Students Schools Degree

Recruitment

Business

Education

Social activities

Entertainment

Other web links

Segments

Factors for Biviate Data Analysis

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How to analyse (con’t) Multivariate data analysis - multiple regression:

Coefficent, standard error, t statistics and Multiple R2

Equation for a three-independent-variable would be: Yi = a +b1X1+b2X2+b3X3

Y = The customer willingness to pay X1= Level 1 of Service (Viewing) X2= Level 2 of Service (Download) X3= Level 3 of Service

(Advertisement)

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Result & direction

Present data results: Use table calculated results for each question;

Explain data results: Level of satisfy of AIT alumni & student

with current database net work; Level of needs for setting up an online

database network; The different level of needs from

different segment (alumni/ student - schools - degrees) toward specific products/ services (…?);

Level of willingness to pay fee;

Questions Mean Std Valid N

4.53 0.8 1,000 Question 7 - Do you see the need to set up a new network?

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Result & direction (con’t)

Conclusion & recommendations: “GO” or “NO GO” decisionIf “GO” decision, provide recommendations on

marketing mix: Products & services: How to design the web

to satisfy the needs from different segments Pricing Strategy Advertising method Next steps: further deep research if needed,

...

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Thanks for your attention!