CWP - Creating Consumer Insights
Publication date: 16 March 2015
Abstract
Narayana, the head of Market Dynamic's (MD) Telecom vertical was working on the data analysis plan for the research on the telecom project that they had done for CWP. CWP was a well known consultant and had conducted a research with MD to generate consumer insights in the telecom space. These would help bring credibility for CWP and help in business development. CWP had requested for an early delivery and Narayana was planning to work on the analysis plan himself as his chief analyst was on leave. This case highlights the importance of an analysis plan in research. Specifically, it illustrate the role of different tools in data analysis and familiarizes participants with various tools and their applications. This case would be useful for students in Business Research and Market Research courses.
Keywords
Acknowledgements
Prepared by Prof. Sanjeev Tripathi and Prof. Arvind Sahay, Indian Institute of Management, Ahmedabad.
Citation
Tripathi, S. and Sahay, A. (2015), "CWP - Creating Consumer Insights", . https://doi.org/10.1108/CASE.IIMA.2019.000082
Publisher
:Indian Institute of Management Ahmedabad
Copyright © 2015 by the Indian Institute of Management, Ahmedabad