a) Determine what variables explain likelihood of passing to each stage of "funnel":
i) Inquire for Information
ii) Attend Information Session
iii) Apply to Duke EMBA Program
iv) Accept Duke EMBA Program
b) To determine whether pricing is a problem. In particular, can we get some hard evidence about how self-funding affects price sensitivity? If we have a price problem, is it related to inclusion of UNC in the consideration set? Exhibit 2 shows that Fuqua's pricing is lower than some top-tier programs, but high relative to its local competitors.
Your Task
1. Use the "backward marketing research" process to think through what decisions Dan and his team might make in relation to the three study objectives given above. What are the levers and action alternatives that EMBA Admissions and Marketing has that might increase yield? It is important at this stage to consider what is and is not under the control of EMBA Admissions and Marketing. Think through decision alternatives, what analysis is necessary to decide between the alternatives, and what information is required to do that analysis. Focus your efforts on decisions you see as most directly associated with the three study objectives listed above (a, b, and c).
2. Design a survey that will provide the information needed to make the decisions identified in part 1. Your survey should take no more than 10 minutes for a respondent to complete. It should have only "need to know" information; adding "nice to know" questions will lead to lower evaluation of your team's work.
a. Dan defines the relevant population as the set of people who have contacted Duke in any way over the past year. The school keeps data about whether each individual has or has not attended an information session, made a campus visit, completed an application, and accepted an offer if one is made. This database has approximately 1200 records with contact information. Define a sampling plan.
b. Draft a questionnaire that elicits the information required as specified in your answer to question 1. Enter the survey into Qualtrics.
c. Test your survey by asking someone who has applied to an EMBA program to complete it. Failing that, ask a Simon student to answer as if the questions were about the Simon MBA program. This test may reveal problems of clarity or timing. DO NOT SEND OUT THE SURVEY TO A GENERAL AUDIENCE!
d. Tell Dan whether the survey should be conducted via a telephone interview, web survey, or paper survey sent by mail and explain why.
e. For each decision to be made that you noted in part 1, create a set of dummy tables showing how you would crunch and display the numbers coming from specific questions on your survey to determine what course of action to take. Provide action standards that will tell Dan what course of action would be called for depending on how the data turn out for each analysis dummy table.
Attachment:- WEMBA.pdf