Friday, February 23, 2007

Class 14 Agenda: Designing Organized WOM Program for Client

Learning Objective(s):

  • Compare and contrast five stages of a research-based consulting engagement
  • Identify key questions for clients at each various phases
  • Identify roles and relationships between client and consultant

Readings for This Class:

  • None

Content & Activities:

  • Five-stage framework for research-based consulting engagements:
    1. Identify problem/issue/question
    2. Data collection
    3. Data analysis
    4. Data interpretation
    5. Data translation
  • DWOMP Assignment
    • Form groups (Red & Blue Teams)

To Do (for next class):

  • Make initial contact with client contact person.
  • Readings

o Grapevine: Chapter 6: Word-of-Mouth Storytelling. Dave Balter & John Butman. 2005. Pages 115-133. (Bb)

o Suggested Reading: Firm-Created Word-of-Mouth Communication: A Field-Based Quasi-Experiment. David Godes & Dina Mayzlin. 2004. HBS Marketing Research Papers No. 04-03. http://ssrn.com/abstract_id=569361 (Bb)

o Suggested Reading: Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness. John E. Hogan, Katherine N. Lemon, & Barak Libai. 2004. Journal of Advertising Research, (September), 271-280. (Bb)

o Suggested Reading: Grapevine: Chapter 5: The Myth of the Influentials. Dave Balter & John Butman. Pages 91-111. (Bb)

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