Project Management

Aim To introduce best practice in the management of research projects outlining the need to plan, schedule and effectively control assignments. Structure Conceptualising the problem Research plan and proposal Gantt Charts and PERT Case Study Example: Herbal Revitalising Fruit Juice Summary and conclusions

Conceptualising the Problem

Research must be cost effective if it is to be useful and effective research requires considerable planning, scheduling and control. Task 1: Get to the heart of the problem. Clear focus on issue faced. Follow Rickards (1974) technique-goal orientation approach.: Problem, Need, Obstacles & Constraints. Problem redefinition & focus on key unanswered questions.

The Research Plan and Proposal

A plan is a blueprint for the design, execution and monitoring of a study. a) Start from unanswered questions. Secondary data Primary Data Select methodology: data collection method, means of analysis and sampling frame b) Data Analysis; c) Interpretation of Results; d) Presentation of results and scenario planning. Conclusions

Gantt Charts and PERT

Tools to aid effective management of market research projects. PERT - Project Evaluation and Review Technique. Tool to monitor and organise resources to complete on time and within budget. PERT 3-part technique a) Planning: identify all the stages and tasks involved in the project (work packages). b) Scheduling: determine start and finish times for phases c) Controlling: Schedule to monitor progress (milestones) & outputs (deliverables).

Project Management Case Study

Feasibility Study for a herbal based revitalising fruit juice
A Flow Chart of the Methodology Work Package Outlines - assign responsibility SWOT Analysis FCB Grid

CONCEPTUALISATION OF PROBLEM

Journals Internet Magazines Mintel

Secondary Research

Competitor Profiles

Primary Research

Questionnaire Design and Administration

Focus Groups Data Analysis using SPSS

Interview with Stuart Randall (Oasis) Marketing Mix and Preliminary Conclusions

Further Research: Packaging Design

Conclusions

Example of Workpackages
WP1: Concept Development
Workpackage number: 1 Start date / finish date: Week 1 - Week 2 Person responsible: CM Others involved: GE-N, JM, RC, MK, JD Objectives: a) develop idea for market research feasibility study: herbal based revitalising fruit juice; b) determine most appropriate market research techniques c) develop plan of research around deadlines.

Gantt Chart

Summary of Qualitative Findings

O range Juice, not w ith a hangover cure

It w ould need m edical backing for m e to buy it Y ou becom e im m une to hangovers as you get older

A spirin w ith a headache, A lka Seltzer if Im really ill

Id be prepared to pay m ore for a fruit based drink than a w ater based drink

V ery im pressed w ith herbal m edicine

I alw ays feel tired in the m orning & need som ething to get m e going

Revitalizing Drinks

Positive

Negative

Hangover Cure

I dont believe herbal m edicine w ould be strong enough to cure a hangover

I think I w ould stick to som ething that I know w orks

T he best thing you can do is drink plenty of w ater before you go to bed

I do like G rapefruit, Passion fruit and M ango

Anice refreshing drink w ith a stim ulant in it, w ould be a R ed B ull brilliant idea on a snaps you w armday out of it

R evitalizing drinks, I use them in tim es of pressure

Herbal based revitalising fruit juice: S.W.O.T Analysis

Strengths
Perceived High quality.

Revitalising.
Natural. Fresh. Supermarket interest - distribution outlets. Young professional segment positive.

Integrating Research and Promotional Activity (FCB Matrix)

HIGH Involvement

INFORMATIVE

AFFECTIVE

LOW

HABITUAL

SATISFACTION

<<< Think

Feel >>>

Conclusions
Conceptualisation of problem. For example is there a gap in the market for a low fat cereal or is the present marketing mix for Clarks shoes satisfactory? Specification of information required What information will best meet the research objectives? Use secondary data. If primary data collection, design method. Decide on sampling design / construction of data collection instrument. Data Collection. Analysis and interpretation of results. Communicate the findings and implications. Integrate into decision-making.