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Gordon McDougall
published: 2006 | Case Study | Marketing
Subject Area: Marketing
Key Issues: Understand the marketing research process; Design an effective web site to serve different
Case Description: The Web Co-ordinator at Wilfrid Laurier University is considering the implications of a market research study for the design of Laurier's web site, www.wlu.ca. The survey results, based on interviews with both prospective and current students at Laurier, suggests some possible areas for improvement. As well, the Web Co-ordinator, Tony Frost, is planning a survey for Laurier's alumni. The case raises two sets of issues; (a) evaluating a marketing survey, drawing implications from the results to improve a Web site, and designing a new questionnaire and (b) designing and evaluating a Web site for multiple segments. The first set focus on marketing research issues e.g. - problem identification, analysis of questionnaire, designing a questionnaire. The second set focus on Web site evaluation - e.g. goals or objectives that can be accomplished with a web site, evaluation criteria, and the challenges that arise when a web site is targeted at multiple segments that have different needs and interests.
# Case Pages: 4
Case Number: 010036-G
Teaching Note: Yes
revised May 24/06
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