Group Homework 1

Hi Class,

This group homework covers sessions 1-3 in DC, i.e. problem formulation in terms of D.Ps and R.Os, construct formulation around the D.Ps and R.O.s, questionnaire design around the constructs uncovered, and actually programming a websurvey on ISB's qualtrics websurvey software.

Read the following recent Businessweek article:

Coke's big fat problem.

Imagine you are in the shoes of Sandy Douglas. Now, do the following...

(i) From his 'messy reality', extract a relevant and pressing R.O. (stated clearly in words).

(ii) Map that R.O. onto 'information requirements' (see session 2 slides) that are built around some critical constructs of interest. Give these constructs a descriptive name.

In real life, we'd use exploratory/qualitative work extensively at this stage. Assume you have done so already.

(iii) Now, further break down the construct(s) you identified above into one-dimensional aspects that can be captured using Likerts.

(iv) Define your target audience/ target segment as teenagers. Develop a questionnaire for this target audience that can be taken in under 12 minutes.

Use of SKIP logic and any other Qualtrics features is welcome.

(v) Program your questionnaire into a websurvey into Qualtrics. The survey URL (obtained upon launching) is the deliverable and should be pasted along with your group name in this google form.

(vi) The first page of your survey should be descriptive text only, meant for me and the AAs. Pls write cogently the answers to parts (i) to (iv) above in that space.

Update: In the past, I got quite a few Qs asking if a scale other than Likert can be used etc. Sure, it can. Likert is important in the context of behavioral constructs. For regular, descriptive Qs, use other scales by all means. *Not* every Q has to be a likert.

The instructions for how to get a qualtrics account will be put up on LMS, if they haven't been done so already.

Deadline for this is midnight of 22-March (sunday).

Sudhir