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    MS Office Case

    Uploaded by

    Shubham Maggo
    The document discusses a research project aimed at gaining insight into the lives of college students in order to improve Microsoft's digital marketing strategy and market share among this demographic. The research seeks to understand students' technology usage behaviors and perceptions of Microsoft and its competitors through various qualitative research techniques, including ethnographic observation and surveys. The goal is to identify opportunities to better position Microsoft's products and increase adoption among college-aged users.

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    MS Office Case

    Uploaded by

    Shubham Maggo
    160 views8 pages
    The document discusses a research project aimed at gaining insight into the lives of college students in order to improve Microsoft's digital marketing strategy and market share among this demographic. The research seeks to understand students' technology usage behaviors and perceptions of Microsoft and its competitors through various qualitative research techniques, including ethnographic observation and surveys. The goal is to identify opportunities to better position Microsoft's products and increase adoption among college-aged users.

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    ms office case

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    The document discusses a research project aimed at gaining insight into the lives of college students in order to improve Microsoft's digital marketing strategy and market share among this demographic. The research seeks to understand students' technology usage behaviors and perceptions of Microsoft and its competitors through various qualitative research techniques, including ethnographic observation and surveys. The goal is to identify opportunities to better position Microsoft's products and increase adoption among college-aged users.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    160 views8 pages

    MS Office Case

    Uploaded by

    Shubham Maggo
    The document discusses a research project aimed at gaining insight into the lives of college students in order to improve Microsoft's digital marketing strategy and market share among this demographic. The research seeks to understand students' technology usage behaviors and perceptions of Microsoft and its competitors through various qualitative research techniques, including ethnographic observation and surveys. The goal is to identify opportunities to better position Microsoft's products and increase adoption among college-aged users.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    : Gaining Insight into the

    Life of a College Student

    Submitted to :
    Dr. A.K. Shrivastava Submitted By:

    Ishu Vats Chandan Kumar

    Shashikant Kumar Shubham Maggo

    Yashveer Singh Vikash Vishwakarma


    Case Overview
    • On April 2009, The program manager of Microsoft office Kristena Louie take
    steps how to enhance the digital marketing strategy.
    • The targeted audience is college students who is the next generation of
    Microsoft users
    • Kristina Louie gathered information from recent research conducted by
    Microsoft Business Division (MBD) Product Planning Group
    Google and University

    The University Student and Facebook

    The University Student and Microsoft


    Research Problem
    • Identify the value proposition deliver by Microsoft and its competitors is
    actually delivered or not

    • To understand the behavior of their targeted audience

    • Determine the latest and new technology used by the college students

    • The issue is in that the sample size was not large enough and large
    sample was need to have more accurate results for the population size
    Decision Statement
    • What are the steps can be taken to improve our market share

    • To capture the target audience following are the advertisement and


    tools

    • Microsoft also needs to create an academic search engine specifically


    for college students
    Research Objective
    • How online tools in ethnographic and observational research offer new
    insights not revealed by traditional survey research

    • How different qualitative market tools are used to collect data, as well
    as the pros and cons of different ethnographic research techniques

    • To interpret and synthesize data from qualitative and ethnographic


    research

    • How research can influence a firm’s marketing and advertising tactics


    Research Question
    • Determine reason why students had negative perception about
    Microsoft in the area of innovation, technology and trouble free design.

    • What are the factors which effect the quality

    • How would you have structured it differently or improved upon it ?


    Research Hypothesis
    • Students would use Microsoft Office more if it were easier to use

    • Advertising was done correctly and more frequently on college


    campuses

    • Tie up with Colleges

    • To give special discounts for students


    Research Design

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