Business Analysis Research

Finding and Buying a Book Online
American Military University
BUSN330

Finding and Buying a Book Online
Create the persona representing a group of online shoppers

I am creating a persona for finding and buying a book online which represents a group of online shoppers. There are some things I need to be aware of prior to creating this persona. For instance, the company will like to not limit themselves to being represented by one end user, because the company would like to market to many different customers coming from a wide variety of areas. So, it is important to understand that this persona is just one of the many different types of individuals we will like to market to. Essentially, we want to have just enough personas to represent one type of user, and also to be remember the personas.

Here is our online bookstores example of a persona of a college student:

Name: Christina Dixon
Age: 19
Job: Barista at Starbucks/Full time college student
School hours: 07:00 AM until 12:00 PM(M-F)
Work hours 12:30 PM until 06:30 PM(M-S)
Education: Currently a Sophmore at Temple University
Location: Philadelphia, PA
Income: $15,000 from work, plus $10,000 stipend paid by grant
Technology: Apple Macbook, Apple iPhone, and Apple iPad
Family: 2 older brother (22 and 26 years old), and 2 younger sisters (12 and 16 years old).
Hobbies: Video games, soccer, surfing the internet, hiking and reading
Goals: Keep up her 4.0 GPA in college, and go on to receive her masters degree shortly after.

Christina Dixon is 19 year old, second year college student. She also plays on the school’s soccer team, and her main hobby is reading. Between school, exercising, and the romantic novels she likes to read, Christina’s head is always buried inside of a book. (Courage & Baxter, K., 2004, p. 51 ).

Prepare a survey to gather information needed to successfully launch this project

If I was preparing a survey in order to gather information for a successfully launch of our product, I need to be aware of a few things. Firstly, I will want to make sure there are not many open-ended questions, I will want to make sure the survey is short, I will also want the survey to be understood completely and address all issues. I will also want to include a small incentive for taking place in the survey which equates to 20% off the first book purchase. We will also want to use another contact mode to contact non responders. For instance, those that didn’t answer on email, we will call them on the phone number they provided, and ask them the questions that way also.

The questions that would be on the survey needed for the successful launch will include questions like:

1.Rate the importance of offering a book to keep on the iPhone, Kindle, iPad, and any other e-book capable machines in order to not have to carry so many textbooks from class to class.
___Very important ___semi important ___important ____not very important ___unnecessary
2. Rate the following features in a online book store that you would think is would be necessary from 1 to 4, with 1 being important, and 4 being very important
___electronic money transfer
___e-mail e-book immediately
___offer other types of products for the cellular phone such as ringtone, music, etc.
____rewards program offering reward points from purchasing books

3. What is the age of the primary user of the product:
___07-13 years old
___13-17 years old
___18-25 years old
___25-30 years old
___30-45 years old
___45-60 years old
___60+

4. How often do you plan on purchasing from our online store:
___everyday
___weekly
___Monthly
___2-3 months
___4-6 months
___once or twice a year
___one time use
5. If we impress you, how likely would it be that you would recommend us to a friend/colleague?
___Very likely
___somewhat likely
___neutral
___somewhat unlikely
___very unlikely

6. How likely are you to continue doing business with us? (Constant Contact, 2008, p.4).
___very likely
___somewhat likely
___neutral
___somewhat unlikely
___very unlikely

7. How would you rate our prices in comparison to our competitors?
__Very expensive
__Somewhat expensive
__fairly priced
__somewhat inexpensive
__very expensive

8. Do you have any recommendations for our product customer service?
____________________________________________________________________________________________________________________________________________________________

9. What feature are you most looking forward to?
____________________________________________________________________________________________________________________________________________________________

10. What features does our product lack that you wish that our product included?
____________________________________________________________________________________________________________________________________________________________

Using the task analysis approach, prepare a task flow in finding and buying a book on-line

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References Constant Contact (1996-2008). Sample Survey Questions, Answers and Tips. Constant Contact Team. Retrieved from http://www.constantcontact.com/aka/docs/pdf/survey_sample_qa_tips.pdf Courage, C., & Baxter, K. (2004). Understanding Your Users: A Practical Guide to User Requirements. San Francisco: Morgan Kaufmann Publishers

References: Constant Contact (1996-2008). Sample Survey Questions, Answers and Tips. Constant Contact Team. Retrieved from http://www.constantcontact.com/aka/docs/pdf/survey_sample_qa_tips.pdf Courage, C., & Baxter, K. (2004). Understanding Your Users: A Practical Guide to User Requirements. San Francisco: Morgan Kaufmann Publishers