IIMB PGP'24

Group 7
Barath Kumar R 2211458
Chandana Gembali 2211471
Marketing Research
Manasvi Grover 2211472 Project
Madhumitha V 2211483
T Manasa 2211511
Roshni Bhattacharya 2211461
Introduction Problem Research Research Data Data Managerial
A/B Testing
Identification Objective Method Collection Analysis Implication

About
A recognized organization in India's B2B corporate learning market.

Target audience: stakeholders in the learning, development and human

resources area, primarily in MNC businesses

13 500+ 4
years of solid programs conducted offices in operation:
record of every year – Delhi, Mumbai,
accomplishment empowering 55,000+ Bengaluru, and
participants Mauritius

FocusU
Marketing Research
 Problem Research Research Data Data Managerial
Introduction A/B Testing
Identification Objective Method Collection Analysis Implication

PROBLEM IDENTIFICATION
OPPORTUNITY
Pandemic caused organization's spending on training modules to
fall. Whereas Edtech companies saw a rise in individuals'
enrollment ratio.
Hence, B2C became more attractive than B2B

MDP
How can FocusU move from B2B to the B2C segment while
establishing a novel customer base?

MRP
Examine the impact of factors influencing the enrolment
intention of individuals when opting for online method of
learning

FocusU
Marketing Research
 Problem Research Research Data Data Managerial
Introduction A/B Testing
Identification Objective Method Collection Analysis Implication

Focus Group Interview Research Objective

Members in interview group = 10
Interview duration = 30-35 mins
Graphical Model
Total Factors (keywords) identified = 9
Prominent factors = 4
Peer advice

Hypothesis
Hypothesis 1: Credible certifications will positively
impact course enrolment intention Course pricing
Hypothesis 2: Self-pace courses have an Purchase decision of
association with enrolment intention E-learning modules

Hypothesis 3: Course pricing is related to course

Control over
enrolment intention
pace
Hypothesis 4: Peer advice is linked to enrolment
intention

FocusU Brand name and

certification
Marketing Research
 Problem Research Research Data Data Managerial
Introduction A/B Testing
Identification Objective Method Collection Analysis Implication

Research Method Measurement and

Nature of Study
scaling procedures
Variables & their scales
Independent Method
variables Employed

Peer Advice Descriptive

Pricing Survey
Control over Course Pace Causal
Credible Certification A/B Testing

CONCLUSIVE
Descriptive & Causal

FocusU
Marketing Research
 Problem Research Research Data A/B Testing Data Managerial
Introduction
Identification Objective Method Collection Analysis Implication

Data Collection
Techniques Used Sample Size
The techniques used for data collection of As per the Central Limits Theorem, assuming the
conclusive and causal hypothesis are minimum required samples for main survey.
experiment & survey No of Independent variables: 4
The surveys were conducted through Sample Size: 30*4= 120 Samples
Qualtrics
A/B Testing sample size:
Sample Size : 50 * No of conditions
50*2 = 100 Samples

FocusU
Marketing Research
 Problem Research Research Data A/B Testing Data Managerial
Introduction Identification Collection Analysis Implication
Objective Method

Hypothesis: A/B Testing:

Credible certifications will positively impact
course enrolment intention
Data:
100 data points were collected from a control
group and an experiment group of 50 students
each.
Result:
The data is insignificant due to multiple
exogenous factors.
The test has to be further extended to
significance > 0.05
various group settings.

FocusU
Marketing Research
 Problem Research Research Data Data Managerial
Introduction A/B Testing
Identification Objective Method Collection Analysis Implication

Data Cleaning:
Missing values imputed using median Data Analysis
Considered only online values to measure
enrollment intention
Insights:
More inclination toward Price and not much for the
pace of the course.

71.29% strongly agreed that Price impacts their

enrollment decisions more than their peer
advice and the pace of the course.

A comparable difference has been noticed

between the WTP of the survey and the
published prices on the website !

FocusU
Marketing Research
 Problem Research Research Data Data Managerial
Introduction A/B Testing
Identification Objective Method Collection Analysis Implication

Cluster Analysis:

Insights:
From cluster analysis, it is observed that
cluster 4 & 1 are relevant
Cluster 4 & 1 are similar but differ on liking
towards pace of course and peer completion
data making Cluster 4 a BETTER TARGET

FocusU
Marketing Research
 Problem Research Research Data Data Managerial
Introduction A/B Testing
Identification Objective Method Collection Analysis Implication

Managerial Implication
! 72% Strong preference towards
course pricing. ! 27% of the people agree self paced
72% ! Explore mechanisms to price to 27% affects enrollment intention
match the customers' ! Not an attribute to focus on
WTP <<<current website prices
Cluster 4
! Both clusters 1 & 4 are prominent and could be targeted Male
! WTP for self paced course for cluster 4 >>> cluster 1 60%
Female
enrollment, FocusU shouldn't charge high for self paced courses
Gender
! Peer review for Cluster 1 is neutral & cluster 4 agrees to its
importance
18-26 yrs Undergrad
Including testimonials and reviews could help sway cluster 1 90% 41%
Others Postgrad
customers
Age Education
 Thank You !

FocusU
Marketing Research