Marketing Research AIT Alumni & Students Online Network Bangkok, October 2003

2 Team Members Part 1 - Concept:Nguyen Anh Tuan Nguyen Thuy Mai Part 2 - Research Design:Nguyen Thanh Ha Tran Lan Anh Part 3 - Analysis & Direction:Le Tien Hai Nguyen Xuan Tien

3 Part One - Concept

4 Rationale Huge & various knowledge resources with same educational philosophy of AIT; Needs for application of educational knowledge into the real life; Mutual benefits; A playing room for exchange information and idea; Power of IT;

5 Problems Un-updated and offline network; Non-commercialised network; No-often contacts after coming back home; No current status has been known; Difficult to know expertise and contacts when needed; No-often contacts between home and campus;

6 Objectives To research the needs for setting up an online network via WEB; To research expectations of users; To research potential services in the WEB; To research chance for commercialisation; To research fee structure and price for service usage; To work out possible operational mechanism for the WEB;

7 Segments Structured questionnaire survey: Level 1 - Study status Alumni Students Level 2 - School & programs SAT SCE SERD SOM Level 3 - Degree D Eng, D Tech Sc, PhD, M Eng, M Sc, MBA, M Eng (P), Diploma. Focus group: Thai, VN, China, Bangladesh, Philippine, Nepal, Sri Lanka, India.

8 Services Job Forum Business contacts Advertisement Make friends Chatting Game Study exchange Social activities (Charity, donation, Education: Book store, library, advisor Web link

9 Information needs Secondary research Current network, contents, design; Numbers of alumni and students by segments; Other web for reference on design, operations, services; Primary research Needs and expectation of users from the new online WEB; Users’ expected services from the WEB; Idea on fee structure, price, operations of the WEB;

10 Information sources AIT web; AIT management; AIT student union for each nation; National AIT alumni contacts in selected countries; Other webs; Data from feedback questionnaires and focus group discussion;

11 Part Two - Research Design

12 Methodology Survey Mailing questionnaires: Cost saving, unlimited numbers of mails, dispersed location, simple questionnaire, no need interaction with respondents; Focus group Selected nationalities for cultural issue analysis which affected web set up;

13 Sampling & how to access Survey Population by segments including three levels Sample size: 10% of population plus 5% for un-received mails; Stratified random selection for sending questionnaires; Using national coordinators; Focus group Meeting organised through national coordinators in selected countries;

14 Sampling examples

15 Questionnaire structure Questionnaire introduction Purpose; Benefits; Questionnaire body Current network assessment; New network need assessment; Services provided; Pricing; Promotion; Demographic information

16 Part Three - Analysis & Direction

17 Coding Question number: 1 - n; Variable number: For each segments (questionnaire survey) and each nationality (focus group); Description: Contents of questions; Format: Excel/ applicable software; Coding note: Scale and 0 for no response; Inputs into computer for analysis;

18 Techniques Univariate data analysis To analyze it is necessary to set up the online network for AIT alumni & students; To analyze the attitude to the new network attributes; Bivariate data analysis To analyze the expectations of services in the online network; Multivariate data analysis - Dependence methods - Multi regression To measure the willingness to pay for each levels of services;

19 How to analyse Univariate data analysis (Mean/ Std.)

20 How to analyse Univariate data analysis (Mean/ Std.)

21 How to analyse (con’t) Bivariate data analysis (Y = a + bx)

22 How to analyse (con’t) Multivariate data analysis - multiple regression: Coefficent, standard error, t statistics and Multiple R2 Equation for a three-independent- variable would be: Y i = a +b 1 X 1 +b 2 X 2 +b 3 X 3 Y = The customer willingness to pay X 1 = Level 1 of Service (Viewing) X 2 = Level 2 of Service (Download) X 3 = Level 3 of Service (Advertisement)

23 Result & direction Present data results: Use table calculated results for each question; Explain data results: Level of satisfy of AIT alumni & student with current database net work; Level of needs for setting up an online database network; The different level of needs from different segment (alumni/ student - schools - degrees) toward specific products/ services (…?); Level of willingness to pay fee;

24 Result & direction (con’t) Conclusion & recommendations: “GO” or “NO GO” decision If “GO” decision, provide recommendations on marketing mix: Products & services: How to design the web to satisfy the needs from different segments Pricing Strategy Advertising method Next steps: further deep research if needed,...

25 Thanks for your attention!