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Harvard grad student housing survey

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    HARVARD GRAD STUDENT
    HOUSING SURVEY
    Understanding the process of questionnaire designing
    MM – II Case Presentation
    Group 5

    • The real estate price hike threatening the student recruitments at Harvard – leading to 2001 survey
    • Harvard attempting to understand the consumer market for its housing complexes through new 2005 survey
    • Allston Initiative

    The Case in Brief

    Deciding the new research design for 2005 survey

    Analysing & drawing insightsfrom the 2001 survey Merits/ Demerits of the survey method, questions, techniques Including questions from the 2001 survey relevant to new focus

    Drafting questions to address aspects of new focus – demand, private housing.

    Drafting questions to generate information for the Allston Initiative

    Drafting the final questionnaire for the 2005 survey keeping it simple, short and likeable

    2001
    Management Decision
    To manage the housing crisis: no availability of houses to huge student influx.
    To neutralize the distinct recruitment disadvantage that housing was posing for
    Harvard

    Marketing Research Objective
    To quantify aspects of the housing problem and afford unique insights for satisfactory and economical solutions

    EXPLORATORY &
    CAUSAL
    RESEARCH

    2005
    Management Decision
    Allston Initiative
    Marketing Research Objective
    To assess students’ housing experiences and desires by updating, improving and expanding the earlier 2001 survey

    EXPLORATORY
    AND DESCRIPTIVE
    RESEARCH

    Deciding the Research Design

    OBJECTIVES:
    • Understanding the student perspective on housing preferences •


    space
    satisfaction
    facilities & amenities
    Location

    Using questions from
    the 2001 survey to
    check changing trend
    of student preferences

    • Understanding the demand for student housing and making it available to them at economical yet profit earning rates
    • Understand the changing conditions of private housing market • Define the
    areas of study for the most optimum use of the Allston Landing space, in line with the Harvard vision statement
    EXPECTED SURVEY RESULTS:
    • Demonstrating the importance of housing in the graduate student experience
    • Providing a segmented account of current experiences and desires regarding housing solutions

    Objectives of the Survey

    IMPROVING THE 2001 SURVEY IN LINE WITH NEW FOCUS
    • Change or remove questions regarding easily predictable preferences for amenities in housing
    • Select questions for which repeat measurement makes most sense • Choose new price sensitivity measures – from per unit to per person ALLSTON: DRAFTING NEW QUESTIONS TO UNDERSTAND
    • Student demand for graduate house models
    • Student preference between housing close to their own school campus versus an intellectual hub of all students
    • The different types of apartments to build in the new space

    Methodology

    2001 Survey
    • Combination of
    Exploratory and
    Conclusive Research
    • Exploratory – expert
    and stakeholder
    opinions on impactful
    data, road shows to
    arrive at themes of
    interest
    • Conclusive – Causal
    questions on possible
    reasons for crisis and
    seeking student
    housing preferences

    RESEARCH
    DESIGN

    EXPLORATORY
    – qualitative

    CONCLUSIVE
    – quantitative

    Critical Analysis of Case Specifics

    CAUSAL

    • Generating interest in the survey:
    • Providing incentive (lucky draw/ prizes) to the respondents to complete (not fill) the survey
    • Dynamic adaptability of the form based on responses
    • Making the questionnaire interactive, easy to read, short and simple • Email from Dean of different Institutes to lend credibility to survey

    • Choice of web as survey mediating platform:



    Self administered – Respondents may not complete the survey Likely to get an unrepresentative or biased respondent base
    Less expensive mode of survey administration
    Less time and effort consuming, easy to collate data

    • Allocated budget for the survey:
    • $50,000 – comparable with market research exercises of similar scale

    Critical Analysis of Case Specifics

    2001 Questionnaire Analysis

    Response Error

    Researcher Errors

    Measurement Error
    – Check for 5 Bs

    Data Analysis Error
    – Check final data to
    insure respondents
    form representative
    sample

    Potential Sources of Error

    Respondent Errors

    Inability ER
    – Allow multi-session
    submission

    Nominal D Questions
    a)

    b)

    c)

    What Harvard
    school do you
    attend –
    Participant
    grouping
    Do you live in
    Harvard Housing
    – Divides the
    participants into
    groups
    Which services
    did you use –
    Details on the
    expected
    services

    Ordinal Questions

    a)

    b)

    If you have
    children with
    you: In what
    age categories
    – Divides the
    respondents
    into age based
    subgroup
    What is the
    increase in
    rent since last
    year?

    Interval Questions
    a)

    b)

    How satisfied
    are you with the
    following
    aspects of your
    current housing?
    How much of an
    influence has
    housing had on
    achievement of
    your academic
    and social goals
    as a Harvard
    graduate
    student?

    Ratio Questions
    a)

    Levels of Measurement – Examples

    How many
    children do you
    have living with
    you?

    Comparative
    Paired Comparison
    Technique –
    Used for comparison
    between importance of
    Rent, Space and Time to
    commute

    Scaling Techniques

    Non Comparative
    Likert Scale and its
    variations –
    With an added “Not
    applicable” scale
    measure

    • Restructure Questions to remove overlapping in the questions and reduce overall count
    — Example: Two questions, who owns your housing and the
    location of your housing can be combined into one single
    question “Location of your housing”

    • Remove the redundant questions
    — Example: Information of country of origin is already with Harvard office
    • Restructure responses to be more intuitive
    — Example: For question at what time you arrive at your
    Harvard destination, should have intervals as possible options and not the discrete values

    Improving 2001 Questionnaire

    • The sequence should be altered to move the compulsory
    questions of every section at the very start of survey so that even a partially completed survey can be included in the
    analysis.
    • Allow respondent to complete the survey in multiple sessions. Reminder mails should be sent at periodic intervals, requesting completing the survey.
    • The ‘web survey’ form should be dynamically adaptable — Example: if the respondent selects he/she lives in Harvard Housing, all the questions relating to private housing should automatically be removed from the form

    Adapting for Web Survey

    Housing Demand

    Extrapolating student
    influx for present and
    future using secondary
    data

    Deriving detailed insights
    on graduate student life(eg.
    dining habits, socialising
    etc.)

    Regression analysis to
    estimate the demand for
    on-campus housing in
    the future

    Total number of
    units provided
    Types of
    housing units
    Urban planning

    Determining preference of
    Harvard housing over other
    alternatives as a proportion
    of total students

    Supply constraints
    such as space,
    location, financial
    feasibility

    Estimating Housing Demand

    Private Housing

    Understanding the reasons
    for students choosing to
    reside in private housing

    Understanding the
    current trends in private
    housing market

    Finding gaps
    between
    Harvard and
    Private
    Housing

    Study the expected and
    preferred services in a
    housing by the students

    Cross sectional analysis
    across various student
    demographics

    Understanding the Private Housing
    Market

    Allston Initiative

    • Area Next to the
    business school, needs
    to be developed for new
    housing society
    • 70 member faculty,
    student and staff task
    force was constituted to
    evaluate all aspect of the
    Allston Initiative
    • Three issues needed to
    be addressed via this
    survey

    Housing
    Composition

    Issues
    Graduate
    Houses

    New Allston Initiative

    Housing
    Types

    Advantage of
    Graduate
    House model

    Efficient life style
    Abundant community space
    Regular community activities

    OBJECTIVES
    • Demand for Graduate housing model need to determined
    • To assess whether this type is preferred over the
    apartment type housing

    Graduate Houses

    • Assess the relative importance
    of the following factors

    • Lounge and Lobbies
    • Laundry Facilities
    • Floor Lounge
    • Group Kitchens
    • Group Study room
    • Music Practise room
    • Exercise room
    • Game Room
    • Multipurpose room

    METHODOLOGY
    • Relative importance of these
    attributed can be determined via
    a Likert scale or a constant sum
    survey and rank them during post
    analysis
    ANALYSIS
    • If the relative importance of
    lobby and laundry room is high
    then it can be concluded that not
    much benefit can be derived from
    a graduate house over apartment
    housing
    • Finally to assess demand of
    Graduate houses, number of
    respondent can be used to assess
    the future demand

    Assessing Graduate House Preferences

    VISION
    • Vision of the university was to develop and manage housing as a pooled resource open to graduate school & faculty in all schools OBJECTIVE
    • Decision to develop the Housing with varied school composition or house everyone with same school together need to be made
    METHODOLOGY
    • Ask respondents about the importance of interaction with the varied student as against need to live in proximity to their respective school

    Housing Composition

    OBJECTIVE
    To assess
    whether the
    survey helps
    predict
    apartments
    that need
    relevant in
    future

    Exploratory
    research to
    assess the
    attributes that
    need to be part
    of the future
    apartment

    Housing Type

    Task force with
    member from the
    architectural
    community need to
    be formed (to get
    information about
    the future expected
    trends) and ask
    for their
    recommendations

    The suggestion
    from that task
    force can be used
    as a base of a
    conclusive survey
    to asses the
    relevant
    importance of the
    recommended
    attributes

    THANK YOU
    HARVARD GRAD STUDENT
    HOUSING SURVEY
    Understanding the process of questionnaire designing
    MM – II Case Presentation
    Group 5






    2 – 5 – sona
    6 – 8 – shalini
    9 – 14 – shailu
    15 – 18 – chandan
    19 – 22 – nagar
    23 – 25 – bhuvi

    order

    Harvard grad student housing survey. (2016, Nov 27). Retrieved from https://graduateway.com/harvard-grad-student-housing-survey/

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