Documente Academic
Documente Profesional
Documente Cultură
Group C8
CASE FACTS
Graduates housed in HPRE operated housing complexes & privately rented apartments
Followed prevailing market rental rate Insufficient financial aid to counter high rents
Insufficient rental vacancy to absorb students Students forced to live farther from campus Fear of -ve impact on campus life and loss of
Objective : To increase the volume of students who rent HPRE operated houses, verse private homes, by 40% more among graduate school students.
Are cost, space, and location desired attributes to students (current + prospective) when choosing b/w student verse private housing.
Do students (current and prospective) choose a school verse another based on these variables.
Single students HPRE dorms; single with children HPRE apts.; married private apts. Pvt. apts.: More satisfaction for Real World Feel HPRE apts.: Satisfaction for convenience, closeness to friends, and Harvard comm. Feel Expectation 1/(Boston exposure) (Good Housing)Subject to Degree Choose Harvard
Pairwise comparison : Rent (48) vs. Time (52); Space (37) vs. Time (63); Space (28) vs. Rent (72)
62% walked to school
Per-school basis data, enabled each school to assess habits & expectations of its population
Led to design of Double-studio concept Close to schools Flexible design upgraded to single room apts.
CHALLENGES:2005 SURVEY
Allston Initiative
Vision Allston More community spaces and regular activities unlike old graduate apts. Housing with/without varied school composition Types of apts. to build
Get student data with minute details like dining, Entertainment habits; forms of socialization
Get student data with minute details like dining, Entertainment habits; forms of socialization
RESEARCH DESIGN
Descriptive Design
survey is attempting to learn market characteristics (interest, desires, perceptions, behaviors) of the target audience (students)
Cross-sectional design
since the survey will be given and information collected only once (survey will most likely not be given to the same audience of participants again)
Multiple cross-sectional
Internal and external data sources for past research performed on student housing.
housing.
External articles focusing on student opinions of student housing, especially Harvard students.
QUESTION/RESPONSE LAYOUT
Small, single iteration survey : within 25 mins Relevant to marketing research objective topics. Simple layout No jargons
RECOMMENDATIONS
Include Staff as well in Survey process as vision for Allston is urban, community and campus environment. Questionnaire to students regarding housing with varied school composition Questionnaire to students examining student life in greater detail (socialization forms etc)
RECOMMENDATIONS
current housing Expectations from housing importance of housing features about yourself
Transportation sec.: in 4 years less chance to change Individual preference: results can be interpreted from previous survey and importance of housing features section of current survey