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Initiating a Research Effort

. . . . . . . . Process for Implementing a Research Project. Identify the objectivesAgree on budget, schedule, priorityPick the methodologyDesign the sampleSelect a supplierApprove a Project AgreementField the researchAnalyze the dataShare the learningsDecide

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Initiating a Research Effort

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    1. Initiating a Research Effort The Process at Hallmark Cards, Inc.

    2. Process for Implementing a Research Project Identify the objectives Agree on budget, schedule, priority Pick the methodology Design the sample Select a supplier Approve a Project Agreement Field the research Analyze the data Share the learnings Decide & act

    3. Business Objective -- What is the business issue that we are trying to address? (The sponsor communicates this.) Examples: Bad: Let’s do 6 focus groups in Chicago next week. Good: How can we attract consumers back to the card shop? 1. Identify the Objectives

    4. The sponsor needs to communicate the … Budget: What is the budget available for this research? Schedule: When does the sponsor need the results, given the decision date? Priority: How important is this research vs. other priorities? This discussion will influence research methodology. 2. Agree on the budget, schedule & priority

    5. 3. Pick the Methodology

    6. 4. Design the sample

    7. 5. Select a supplier

    8. 6. Approve a Project Agreement

    9. 7. Field the Research

    10. 8. Analyze the Data

    11. 9. Share the Learnings

    12. 10. Decide & act

    13. A Hallmark Case Study (the first part of the Project Agreement) Background Business Objective Research Objectives Methodology?

    14. Background As part of Hallmark’s Card Category Growth initiative, a study was needed to explore deeper the overall equity of greeting cards, as well as the hurdles, substitutes, and threats to card sending. What do heavy card givers really appreciate about giving cards? Do light card givers recognize/ appreciate the same things about the process?

    15. Business Objective Identify new consumer insights into the equity of greeting cards that could be applied to a campaign to enhance the Greeting Card Category.

    16. Research Objectives Explore current hurdles to category growth, particularly among light card givers Understand the substitutes to card sending Explore the equity of greeting cards relative to other communication choices Understand the role that cards play in consumers’ everyday lives Explore the impact of card sending among recipients of cards

    17. Questions: What would you - as researchers - need to know to get at the issue at hand? What qualitative methodology(ies) might you recommend to Hallmark? What else should be included in the research plan? How would you proceed with analysis?

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