Marketing Management, 14th Edition

Kotler Philip, Keller Kevin Lane

HW - Case Study 3 The Harvard Graduate Student Housing

Survey

Course Instructor
Mihai ichindelean

ASSIGNMENT QUESTIONS

When you look back at the 2001 survey, what news did it produce, what impact did it have? Can you atribute this
impact to specific features of the survey or of the survey design process and circumstances?

R: The results enabled each school to assess the specific habits and expectations of its population and to assess in a
disaggregated format the scope and impact of the mounting crisis. The realism of various complaints about life in
campus could be checked againts hard data compared with the fate of fellow graduate students at other schools.

What shoud be kept/removed in the 2005 survey? What could the survey do to contribute to the Allson initiative in
a useful way?

R: Change or remove questions regarding detailed preferences for amenities, when these preferences could easily be
predicted or no longer required feedback.
Select questions for which repeat measurement would make most sense.
Choose new price sensitivity measures. Whereas the 2001 survey had focused on current rental price per unit,
HRESs new products were more likely to be priced per person.

R:

What makes a survey successful?

A survey is successful if it achieves maximum response. A essential strategy is to write a relevant questionnaire
styled and using language consistent with the values of the target population. The central rule of questionnaire
design, is to make it simple for the respondent to fill out. The questionnaire should be eye candy, nice to look at,
clear, flowing, easy. The respondent should be grateful to be asked to complete the survey.
What are the limits of survey research?

R: Not all the people affected by the project will answer the survey, an the result is not 100% accurate. Maybe not all
the respondents will truly say what they think.

Thanks!