Algonquin College – School of Business

A Graduate Certificate Program

FALL TERM

1. Fundamentals of MR 2. Questionnaire Design 3. Qualitative MR 4. Ethical Issues & Privacy 5. Online MR 6. MR Statistics and Data

Analysis

WINTER TERM

7. Marketing Management 8. Competitive Business

Intelligence 9. MR Design 10. International MR 11. Advanced Techniques for MR 12. Research for Core Industries 13. Introduction to Field Work

2 SPRING TERM - Work Placement

MBIR program is modelled after MRIA - CMRP Courses

Thank you to our corporate partners!

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IBM - SPSS

IBM - SPSS

itracks

Quantitative Data Collection

Quantitative Data Analysis

Qualitative Data Collection

Project Planning and Client Liaison

MBIR skills on display

• Fields of study – all students have a university degree or college diploma already . . . business, economics, marketing, psychology,

political science, geography, sciences, engineering, communications, linguistics, education

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• Work experience – some students left other careers to pursue MBIR

. . . project manager, analyst, teacher, banker, customer relations, program coordinator

• Languages spoken – 10 in total among the students

MBIR Students bring a rich background

• Health Canada • CIPO • PWGSC • OSFI

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Magic Eye Consulting

MBIR alumni in the workplace

At year 3 of the program, interns and grads work in many sectors.

Add value - Hire an MBIR intern!

• Program is founded on equal parts study and work

• 480 hours of work experience required to graduate

• Can be full time - OR – part time - OR – per project

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Martin Taller MBIR Program Co-ordinator

(613) 727-4723 ext. 6139 tallerm@algonquincollege.com

Interns are ready to hit the ground running!

• Raquel Genio Quantitative Data Collection

• Abhay Tiwari

Quantitative Data Analysis

• Ruth Davy Qualitative Data Collection

• Jamell Vanterpool Project Planning and

Client Liaison 7

From an MBIR student perspective: A brief look at the skills acquired

Quantitative Data Collection

• Meet the research objectives

We can design questionnaires to …

• Apply the appropriate scales Ranking, Rating, Likert, Semantic, Staples

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• Rank consumers’ preferences

• Measure behavioural intentions

We can design questionnaires to …

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• Predict behaviour using psychographic questions

We can design questionnaires to …….

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We can create inviting online surveys …

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Edit

• Various languages

• Question formats

• Skip logic:

• Branching

• Looping

• Piping

• Show/hide

• Redirection

Styl

e • Add images & video

• Style background and text

Pre

view

• Preview & test survey look and skip logic

We can create engaging online surveys …

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Pu

blis

h

• Change and add features:

• Manage privacy & security

• Manage features accessible to respondents

• Customize URL and barcodes

• Set quotas & restrictions

• Survey messages and buttons

Invi

te

• Import contact lists

• Create contact lists within survey tool

• Compose and send invitations and reminders

An

alyz

e • Create summary reports

• Create cross-tabs & various graphics

We can create effective online surveys …

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Quantitative Data Analysis

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“Or, what does all this data mean?”

First Semester - GETTING A GRIP

• Key Skills Acquired: – Approaches to analyze data

– Sampling procedures and applying weights

– Estimation

– Hypothesis testing/statistical significance

– Correlation analysis

– Data Coding and Cleaning

– Data presentation (including charts and tables)

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Second Semester – FULL THROTTLE

• Key Skills Acquired: – Multivariate analysis – Purpose of statistical techniques – Comparison of means using T-tests – ANOVA and ANCOVA – Regression Analysis

• Linear and Non-linear regression

– Factor Analysis – Cluster Analysis – Multi-Dimensional Scaling/Unfolding – Conjoint Analysis

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• Awesome Pizza (Virtual co.) wants to predict the sales of pizzas.

• Terrific research came up with a theoretical model.

SALES Number

of existing customers

Competitor activities

Index

Varieties of Pizza

Number of Outlets

Number of delivery

boys

Advertisement Expenditure

Now here’s a research problem

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But, what’s the nature of the relationship? Sa

les

Number of Employees

Sale

s

Advertisement Expenditure

Sale

s

Number of Outlets

Sale

s

Varieties 19

And, of what value is this relationship? Sa

les

Competitor Index

Sale

s

Customers

Initial Observations • Some variables may have a linear relationship with sales.

Questions to be addressed • How strong is the relationship? • What relationships are statistically significant? • How accurate is the prediction?

Y=6.37+0.92X1 +0.69X2 +1.62X3 -1.97X4 +0.07X5 +0.24X6

The model has a predictive accuracy of

95.3%.

More analysis and optimization is needed …….

One approach - Regression Model

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And the answer is...

• We would be happy to talk to you about:

– How the results could be interpreted

– What other analysis techniques could be used

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Moving Forward in Qualitative Research

We have the knowledge to:

Recruit valid participants and obtain consent

Respect privacy and confidentiality

Educate clients on required standards, e.g. QRR

Deal with unique needs, e.g. children

MRIA Code of Conduct and Good Practice

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Delivering on… MRIA standards and best practices

We establish research objectives and then:

Recommend an approach qualitative versus hybrid

Develop recruitment screeners product usage; participation

Prepare discussion guides for IDIs or focus groups

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Designing … effective projects

We are trained to handle many situations:

Probe effectively

Incorporate projective

techniques

Manage difficult participants – and observers!

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Implementing . . . effective projects

We have the skills to:

• Use the latest online tools: BBFGs, OLFGs

• Interact effectively in these new platforms

• Create an engaging respondent experience

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Leading to:

• Richer data and better results

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Applying … advanced technologies

itracks

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OLFG – Main screen

itracks

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OLFG – Back room view

Project Planning and Client Liaison

STUDENTS Work with real clients to solve real needs Conduct a complete MR project CLIENTS Use findings to make real business decisions

MBIR projects comprise “real research”

5 client projects are underway

1. GOVERNMENT

• Advertising, Coordination and Partnerships Directorate (ACPD)

• Electronic Media Monitoring (EMM)

• Public Opinion Research Directorate (PORD)

2. NOT FOR PROFIT

• Canadian Public Relations Society (CPRS)

3. HIGHER EDUCATION

• Algonquin College & University of Ottawa

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Projects fall into three sectors

Formal research proposal

Design

Field work

Analysis

Report & presentation

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Projects follow a disciplined process

Projects apply various methodologies

QUALITATIVE • In depth interviews • Expert panels • Secondary data analysis

QUANTITATIVE • On line surveys • Multiple cross-sectional design • Attempted census • SPSS analysis

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POOR RESPONSE RATES Generalize results to larger populations

TIGHT DEADLINES Balance client needs and class projects

COORDINATION Accommodate client and student schedules

BUDGET Manage with no funds

Projects must overcome challenges

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Projects benefit clients and students

CLIENTS

Results Credible findings Actionable recommendations

STUDENTS

Real world experience Design an MR project Work with clients

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How to find out more ...

www.algonquincollege.com

www.linkedin.com/groups/MRIA

www.mria-arim.ca/ottawa

tallerm@algonquincollege.com

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