Microsoft Office: Gaining Insight into the Life of a College Student (B) Case Solution & Answer

Microsoft Office: Gaining Insight into the Life of a College Student (B) Case Solution

Furthermore, one-on-one interviews were also conducted to develop a more close understanding with respondents. The one-on-one interview was expected to give a deeper look into the college students’ behavior towards technological products and services. Moreover, the team also intended to evaluate the college students’ decision regarding the use of Microsoft Office. In addition, the one-on-one interviews considered that they would allow the group to judge certain assumptions that have been developed based on the results of the diaries and focus group sessions.

Problem Statement:

Microsoft was facing complexities in engaging undergraduate college students as they were considered as the most tech-savvy generation that are likely to use more technological products and services. Therefore, it was difficult for Microsoft to attract this segment of the market as the company’s past efforts to satisfy this segment had proven uninspiring. Furthermore, technological players in the market were giving high competition and have been proven successful in entering this segment of the market. Therefore, the company was required to develop such marketing tactics that could effectively target this demographic segment of the market together with satisfying their needs in addition, to affectively respond to competitors’ marketing efforts.

However, to respond to problems mentioned above, Microsoft had established a team to evaluate the valuable insights on the tech-savvy generation. However, the tools and the selection criteria that have been used by the team were posing problems in identifying the intended objectives and information.


Limitations in the Research Tactics:

Microsoft is a renowned company and has a reputable market position. However; it has been proven less adaptive to meet the needs of tech-savvy undergraduate students. Moreover, the tools and tactics of research that have been used, lack effectiveness in giving the desired results.

 However, the diary form contains open-ended material that was lacking flexibility for respondent to respond accurately as the day diary was designed with the intention to identify time students spent on particular activities. Furthermore, the time limit of 30 minutes was not appropriate as the students might spend more or less amount of time on a particular activity. Therefore, to update after every 30 minutes seemed worthless. The day diary alone might not give accurate results and understanding of college student’s community.

In addition, the tech diary tool was less open-ended. Therefore, it was expected that the tech diary would not have enough insight, as it was likely to hinder the respondent from expressing their personal issues and information more openly. Moreover, the dynamics of focus group was also designed inefficiently due to which the interaction patterns of the students might not elicit effectively and it is also likely to hinder the respondents from expressing their feelings openly, and without any influence. Therefore, an experienced moderator was required in order to handle the focus group efficiently.

Furthermore, one-on-one in-depth interviews also contained certain limitations, as it was designed to verify the information that has been collected using above-mentioned tools and to collect additional information that was missed. However, the limitation of this tool was that the approaching same respondents that were used in face-to-face interactions was difficult. In addition, respondent in such situations often felt uncomfortable and often guard their response.

Research Selection Process:

However, the team planned to target the undergraduate respondents together with giving them various financial incentives to motivate them to respond. The team began surveying various undergraduate organizations and they got fifty-seven students that were ready to participate in the research program. The team collected information such as class year, major, GPA, smart phone, and usage of online websites and other different technological products. For the day dairies tactic of research, the team required current Twitter users and those owned a Smartphone. Furthermore, for technology diary, the team required students who were considerably tech savvy………………..

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