Reference no: EM133035858
ABSTRACT
This case examines a study by Mumtaz Marketing for Prince Management Group (PMG). Prince Management Group is the leading education technology (EdTech) company in GCC region, especially related to online learning software's. The study discusses measures of customer satisfaction and aims to predict attendance at a two-day educational event, Manama Education Expo.
THE SCENARIO
Prince Management Group (PMG) markets EdTech products to help those who teach with impressive education technology software's. Among the software developed by PMG includes Teachable, Gimkit, Floop, Canvas LMS, Go Board, Remind, and Go Kids Teach.
PMG was planning a special two-day educational event, Manama Education Expo, for its 300-plus customers, but was unsure how many educational institutions would attend. Scheduled at the Gulf Hotel, the forum would offer speakers, workshops, and presentations. While PMG would underwrite the costs associated with planning the meeting and preparing the presentations, customers would be responsible for paying a fee to attend, as well as their own hotel and travel expenses to PMG.
"Ten weeks before the forum, we weren't sure whether we would have 40 people or 140 people coming to Manama Education Expo," shared Ahmad Abdulla, CEO of PMG.
While Mumtaz had previously done most of its own customer satisfaction research, given the time frame of the need, it turned to Mumtaz Marketing, who promised to design, conduct, and interpret survey results within 21 days
Three objectives were set for the research:
- Determine the likelihood of Manama Education Expo attendance.
- Update the PMG software user's database (for subsequent use in mailing quarterly newsletters, special announcements, and software updates).
- Measure the level of user satisfaction (with the company and its EdTech software generally, as well as regarding specific software features and issues)
Respondents were asked to rate on a 7-point scale the software's ease of use, the usefulness of EdTech software-generated reports, and satisfaction with service. They were also asked whether they would recommend the EdTech software and why/why not; whether they were aware of the Manama Education Expo; whether their company planned to send a representative; and whether the customer needed or wanted more information on the Manama Education Expo.
Mumtaz Marketing faxed the names and addresses of respondents indicating an interest in the Manama Education Expo to PMG, which sent promotional materials immediately.
Mumtaz Marketing surveyed 315 customers: 161 EdTech users and 154 education managers. Mumtaz Marketing predicted that 115 people would attend the forum. While actual Manama Education Expo attendance was 139.
On customer service, 34 percent of respondents gave PMG a 7, the highest point on the rating scale. Yet respondents also offered that they wanted better improvement especially in responsiveness.
PMG received its lowest scores on ease of use, with 60 percent of respondents giving it a 5 out of 7 scale, while 16 percent refused to answer. The research confirmed anecdotal evidence and reinforced internal initiatives to improve ease of use.
Fully 84 percent said they would recommend the PMG EdTech software's to colleagues, with 16 percent indicating they were too new to the EdTech software to form an opinion. PMG plans to use this endorsement to attract new users.
All in all, the survey told PMG we're on the right track-and that alone justified our investment in the research.
Questions:
- Discuss THREE advantages of incorporating marketing activities with research activities.
- Discuss TWO research issue(s) / research gap for PMG! And articulate your arguments in approx two paragraphs. You can also articulate research issues/gaps by providing additional references concerning the topic.
- Based on outlined research objectives, define and draft TWO research questions for PMG in details
- In your opinion, why Mumtaz marketing use 7-rating scales instead of 5-rating scales when disbursing the survey questionnaire?
- Provide and explain THREE policy recommendations for PMG in making business decisions.