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MS Office Case

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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Shubham Maggo
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Download as PPTX, PDF, TXT or read online on Scribd
228 views

MS Office Case

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.

Uploaded by

Shubham Maggo
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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: 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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