: Gaining Insight into the

Life of a College Student

Submitted to :
Dr. A.K. Shrivastava Submitted By:

Ishu Vats Chandan Kumar

Shashikant Kumar Shubham Maggo

Yashveer Singh Vikash Vishwakarma

 Case Overview
• On April 2009, The program manager of Microsoft office Kristena Louie take
steps how to enhance the digital marketing strategy.
• The targeted audience is college students who is the next generation of
Microsoft users
• Kristina Louie gathered information from recent research conducted by
Microsoft Business Division (MBD) Product Planning Group
Google and University

The University Student and Facebook

The University Student and Microsoft

 Research Problem
• Identify the value proposition deliver by Microsoft and its competitors is
actually delivered or not

• To understand the behavior of their targeted audience

• Determine the latest and new technology used by the college students

• The issue is in that the sample size was not large enough and large
sample was need to have more accurate results for the population size
 Decision Statement
• What are the steps can be taken to improve our market share

• To capture the target audience following are the advertisement and

tools

• Microsoft also needs to create an academic search engine specifically

for college students
 Research Objective
• How online tools in ethnographic and observational research offer new
insights not revealed by traditional survey research

• How different qualitative market tools are used to collect data, as well
as the pros and cons of different ethnographic research techniques

• To interpret and synthesize data from qualitative and ethnographic

research

• How research can influence a firm’s marketing and advertising tactics

 Research Question
• Determine reason why students had negative perception about
Microsoft in the area of innovation, technology and trouble free design.

• What are the factors which effect the quality

• How would you have structured it differently or improved upon it ?

 Research Hypothesis
• Students would use Microsoft Office more if it were easier to use

• Advertising was done correctly and more frequently on college

campuses

• Tie up with Colleges

• To give special discounts for students

Research Design