Date: 19/10/2016

Instructions for Group HW #1, MKTR

Class,
This group homework is based on (a) Session 1 - problem formulation, (b) Session 2 - Constructs
in MKTR, (c) Session 3 - Principles of survey design, and part of (d) Session 4 - Exploratory
MKTR.
It aims to familiarize the intricacies, advantages and limitations of the Questionnaire tool
by actively getting you to design that tool. This is a group based homework. Only one
submission per group. If you don't know who your group is, pls ask the AAs about this.

Problem Context
You are a startup bridging doctors and patients in metropolitan India. But your startup offers a
house-call solution to elderly or otherwise infirm patients in the reasonably wealthy uppermiddle class.
You connect medical professionals (including doctors) who are willing to make house
calls (at some premium, presumably) with patients who are willing to pay the premium for the
convenience of a house-call visit by a trustworthy doctor.
Pls feel free to use any web based or other sources to do your background research. For
instance, this ET article from 2014 may be useful to start off with:
http://timesofindia.indiatimes.com/business/india-business/Startups-bring-the-doctor-andhospital-home/articleshow/36274016.cms
Imagine you are still in the process of figuring out the contours of their revenue/business
model, which crucially depends what the demand levels are like for such services at what price,
and what the supply levels are like at that price. Based on that one can figure out who to target,
how and how large the market is.

Task
Your task is to:
(1) Formulate your D.P. and corresponding R.O.s. (My suggestion: Choose a sharply defined
D.P. that can be well-covered by at most 1-2 R.O.s; choose a suitably narrow demographic as
your target population that isn't too heterogeneous in its likely needs and preferences).

(2) Next, identify the main [mental] objects of interest / constructs that will likely drive demand
for your client, ideally based on your R.O.s. (Hint: Think in terms of the average target
customer's motives/needs and the his/her self-perception of the requirements)
(3) Design a questionnaire that:
[a] surveys target segment respondents on their propensity to use app-based on-demand
commuting solution services;
[b] can be taken in under 15 minutes on a good net connection;
[c] collects info on the distribution of quantities of interest (such as awareness levels about these
services, interest levels in using them, what price levels might be viable, etc.)

My suggestions before you start:

1. To understand this target segment's needs and preferences, do some preliminary, quick
qualitative research: E.g., conduct a few interviews (these could be casual conversations or
telephonic ones) with a few people in that target segment about the subject. Find out what they
think, what they need, what they see others around them doing etc.
2. Write (or 'Program') your survey into either Qualtrics (or free versions of websurvey softwares
such as zoomerang or surveymonkey). See if you can obtain the "launch" survey link.
3. Bonus points for pretesting the survey with a few folks first, accounting for order effects etc in
questionnaire design, etc.

Submission Format
This will be a traditional PPT for this assignment.
Start with a plain white PPT. Save it as groupName_session1.pptx (or group number)
Title slide: Homework name and names+ roll numbers of group members.
First slide: Brief description of your client and their business (Also, a line or two to justify why
you picked them)
Second slide: Statement of D.P and corresponding R.O.s
Third slide: Brief Description of qualitative research carried out to first narrow-down what
topics to cover in the survey.

Fourth slide: Make a table that maps the 1-2 major mental objects / constructs to the
corresponding survey question numbers.
Fifth slide: Deliverable - websurvey link. Should be a working link. Also, attach the word or
PDF version of your questionnaire onto this slide. The Q numbers in the 4th slide should match
the ones here.
Sixth slide: Any learnings you as a group made - E.g., what constructs were the easiest to
measure? Hardest? Did exploratory help? Etc.

Deadline for this is 11:55 pm of 29-Oct (Saturday). Drop box for the PPT will be set accordingly
on LMS
Any Qs etc, contact me or the AAs.
Sudhir