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.

• Start from unanswered questions.

• Secondary data

• Primary Data

a) 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

JournalsInternetMagazines

Mintel

CompetitorProfiles

Focus Groups

Questionnaire Design andAdministration

Data Analysis using SPSS

Marketing Mix and PreliminaryConclusions

Further Research: PackagingDesign

Conclusions

Interview withStuart Randall(Oasis)

Primary Research

Secondary Research

Example of Workpackages

WP1: Concept DevelopmentWorkpackage 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

S u m m a ry o f Q u a l i t a t iv e F in d in g s

Positive

Rev italizin g D

rin ks

Neg

ativ

eH

ango

ver

Cur

e

Aspirin with aheadache, AlkaSeltzer if I’m really ill

The bestthingyou can do isdrink plentyof waterbefore yougo to bed

You becomeimmune tohangovers asyou get older

I think Iwouldstick tosomethingthatI knowworks

It would needmedical backingfor me to buy it

I don’t believeherbal medicinewould be strongenough to curea hangover

Veryimpressedwithherbalmedicine

Orange Juice,not with a hangover cure

I’d beprepared topay morefor a fruitbased drinkthan awaterbased drink

I do likeGrapefruit,Passion fruitand Mango

I always feeltired in themorning &needsomething toget me going

A nice refreshingdrink with a stimulantin it, would be abrilliant idea on awarm day

Red Bullsnaps youout of it

Revitalizingdrinks, I use themin times ofpressure

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)

HABITUAL SATISFACTION

INFORMATIVE AFFECTIVE

<<< Think Feel >>>

HIGH

LOW

Involvement

>

>

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.