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Project Management

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  1. 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

  2. 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.

  3. 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

  4. 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).

  5. 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

  6. Example of Workpackages

  7. Gantt Chart

  8. 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.

  9. Integrating Research and Promotional Activity (FCB Matrix) > HIGH INFORMATIVE AFFECTIVE Involvement HABITUAL LOW SATISFACTION > <<< Think Feel >>>

  10. 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.

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