Professional Documents
Culture Documents
Group-4
Background of Case
OMR Business Model A non-profit, member owned co-operative that provides matchmaking service between farmers that want custom work done and farmers who wanted to do that work Implementation
Maintain database of custom work buyers and sellers: $50 Membership fee Optimize and and match the closest seller with a potential buyer: 2% service fee
USP Way for farmers to save money by avoiding the purchase of new machinery & Spreading the fixed costs of machinery over more units of output Vision To bring more order and standardization to the custom work market
Estimate of adding 5 new counties each year of operation In first year, it would capture 25% of farms and 50% in the subsequent years Annual promotional budget of $80,000 sufficient for sustaining and expanding operations
Demand Forecast
Initial estimates driven by European Markets and Prototype implementation Applicability of demand estimates in US scenario Assess thee validity of current Marketing plan
Time Constraint
Availability of data
Research Design
Research Design
Descriptive
Causal
Cross-sectional
Longitudinal
Research Design
Survey Methods
Telephone Interviewing
Personal Interviewing
Mail Interviewing
Electronic Interviewing
Traditional
Computer Assisted
In-home
Computer Assisted
Mall Assisted
Internet
Telephonic Interview
Objectives fulfilled Percentage of farmers using custom work or having custom work done by region Current uses of custom work Methods use to arrange for custom work Level of formality of current arrangements Level of satisfaction with current method Awareness of OMR Attitude toward the proposed pricing structure of OMR Demographic characteristics of likely tries vs non-triers of OMR Objectives unfulfilled Level of satisfaction Reason for satisfaction or dissatisfaction Level of knowledge of OMR Reaction to the OMR concept Benefits and potential problems with OMR concept Likelihood of trial use
Telephonic Interview
Pros
Cons
Higher cost to mail surveys Limited open ended questions Time limitations Chance of interviewer bias Unable to use visual aids Representative samples Socially acceptable response by the Interviewee
Sampling
Agri Studies Inc. proposed a telephone survey to be conducted of 400 Ontario farmers.
Sample was to be stratified by region and farm size to achieve proper sample balance
In order to draw statistically sound conclusions equal allocation of sample to each region was suggested
Surveying Errors
Total Error Sampling Error Non-sampling Error Response Error Non-response Error
Researcher
Variable Selection Error
Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error
Error
Interviewer Error
Respondent Error
Inability Error Unwillingness Error
Alternative?
Surveys administered through Personal interview:
In-home
Face to face interview at home Contact respondent Ask question Record response High cost
Computer assisted
No human intervention Help screens and courteous error messages Administered through kiosks e.g. at Trade fair
To determine the likelihood of acceptance for OMRs service To determine the effectiveness of promotional/ advertising strategy To be able to make financial projections with reasonable accuracy