Marketing-1

Assignment 1
Section C – Group 7

Project Plan
1. Plan: Interviews will be conducted to understand the changes in socializing habits of
people in the pre and post covid era. Further we will analyze consumers’ online social
platform usage patterns and the factors affecting it.

2. Sources of Information: To get an accurate representation of the population, our plan

includes interviewing people from varied backgrounds and age groups. Our information
sources will include people from diverse groups like students, working professionals,
front-line workers, retailers

3. Collect Data: Data will be collected after the consent of the interviewees. After setting
the context and purpose of the interview, we will ask questions based on the parameters
based on the interview guide.

4. Analyze Data: Once the completion of interview, data will be analyzed to find out the
patterns

5. Interpretation and conclusion

Milestones & Timelines:

Milestones Task Name (Description) Start Date End Date

1 Interview Prep (Refining 09-Sep-21 12-Sep-21

Questions)

2 Mock Interviews (To Check the

Flow of the Conversation) 12-Sep-21 13-Sep-21

3 Actual Interviews (This part 13-Sep-21 18-Sep-21

includes the detailed notes
making + Context)

4 Group Assessment (All Five 19-Sep-21 19-Sep-21

members together analyze all
the interview scripts and clarify
any doubts)
5 Analysing Each Component 19-Sep-21 22-Sep-21
and Inferences, Brainstorming

6 Final Analysis, Reports, PPT 23-Sep-21 26-Sep-21

Making & Comments

7 Final Submission 26-Sep-21 26-Sep-21

Interview Guide
Category of question Question/purpose

Opening Basic questions that will act as icebreakers and set the context and
purpose of the interview. Consent and confidentiality of the

Setting of context Make the motive behind the interview clear to the participant.

Interviewee Background To understand the interview’s background (occupation, age, location

tier-x, marital status)

Behavioral Questions This would give us an idea about the interview’s behavioral aspects
such as introvertness/extrovertness, socializing patterns, spending
habits etc.

Professional Life (Pre- Preferred means, groups and experiences

covid) (To gauge how much time a person spent on professional pre-covid
areas, how much did they interact with their colleagues, Office
Parties, Client/ Vendor meetings)

Professional Life (Post- Preferred means, groups and experiences

Covid) (To compare it with the data obtained from the above question, what
significantly changed, the interactions with colleagues, meetings)

Personal Life (Pre-covid) Preferred means, groups, experiences

(How interviewees spent time pre covid on activities like marriages,
birthdays, festivals etc, Different modes and places of socializing
with different groups in various Society settings)

Personal Life (Post-covid) Preferred means, groups, experiences

(How interviewees spent time post covid on activities like marriages,
birthdays etc., What significantly changed from the pre-covid era
and their opinions and insights)

Perception of online To understand how people currently perceive the online social
social platforms existing platforms that were existing from pre covid times
pre and post covid
 Preference To understand interviewees preferences about pre-covid and post
covid social platforms, advantages and challenges of social
mediums

Willingness to revert In this question we would put forward a scenario where everything is
back to pre-covid situations and ask if he/she is willing to revert back
to older times

Ending Note Additional comments and feedback from the interviewee

General Guidelines which will be adhered to while asking questions:

1) Making sure that uniformity is maintained across the interviews and the questions are
not leading.
2) Keeping the questions as objective as possible. Identifying patterns from subjective data
is difficult and hence will be avoided
3) Evaluating the interviewees’ responses in relative terms instead of absolute terms to a
large extent so as to remove the interviewee’s personal bias.
4) Questions should be formatted in a clear and concise way. Since the sample size of
interviewees is limited, having questions targeted at a few individuals may not result in
conclusive patterns for analysis.
5) Ordering the questions in a manner that retains the context for the participant from one
question to another.