Bentley College Students are First to Use Perseus MobileForms on Palm Pilots for Market Research
July 8, 2002
WALTHAM, MA - Bentley College students, in the first field use of Perseus MobileForms software, conducted customized market research recently for Entercom Communications Corporation's four Boston radio stations. Using Palm Pilots as electronic clipboards, questionnaires were completed by more than 300 people in a four-hour period. As part of Bentley's new junior year required course, Integrated Business Functions, GB-301 the students used Palm-Powered technology and Bentley's Center for Marketing Technology to conduct interviews during the college's Spring Open House for admitted students and their parents. The field research was designed to ascertain consumer preferences for next year's "The Taste of Boston" event, sponsored by Entercom's Boston radio stations, WAAF-FM, WRKO-FM, WEEI-FM and Star 93.7 FM.
Perry Lowe, marketing professor in charge of the GB-301 Project, said, "Bentley College is the first to partner with Perseus in order to use their new PDA (personal digital assistant) technology. The research project ran flawlessly and the ability to supplement our normal web-based research with personal interviews provides an additional dimension to students' ability to generate fast, inexpensive and actionable information." Another 4,600 responses were garnered to the Taste of Boston research project via Perseus web-based SurveySolutions application.
With Perseus MobileForms mobile information collection software system, surveys are deployed on a handheld PDA, eliminating the need for paper-based surveys. Using the Perseus SurveySolutions word processing interface, Bentley students created, conducted and analyzed custom market research in less than one day. Their results were delivered in recommendations in their GB-301 Business Plans presented to Entercom management and Bentley faculty.
"The technology helps organizations with their entire mobile data management process, from form creation to results collection, reporting and analysis," said Barry Eaton, Product Manager for MobileForms. "It dramatically reduces the timeframe needed, improves data integrity and eliminates the need for time consuming and costly data entry."
Although students sign a Non-Disclosure Agreement with all GB-301 companies before beginning each semester's work, some of the research results are not confidential. For example, Open House attendees indicated very specific preferences for local personalities who they would like to meet at an event such as "The Taste of Boston."
Senator Ted Kennedy, Nomar Garciaparra of the Boston Red Sox, and WRKO's Howie Carr received the most votes for politician, sports personality and radio talk show host. Similarly, the Fleet Center was the attendees' favorite indoor venue. Approximately 1,500 people attended the Open House for Bentley's Class of 2006 and their families and more than 25% of the attendees participated in the survey.
Perseus Development Corporation (www.perseus.com) of Braintree, Mass., is the market leader in developing and implementing web-based market research surveys. Founded in 1994 by professionals in the software development and market research fields, Perseus delivers survey software solutions to the general business, healthcare, social science, education, government and professional research markets. In February 2000, Perseus' flagship product, SurveySolutions for the Web, won a PC Magazine Editors' Choice Award. In October 2001, Perseus was named one of the "Fast 50" high-technology companies in New England by Deloitte & Touche.
BENTLEY UNIVERSITY is one of the nation’s leading business schools, dedicated to preparing a new kind of business leader – one with the deep technical skills, broad global perspective, and high ethical standards required to make a difference in an ever-changing world. Our rich, diverse arts and sciences program, combined with an advanced business curriculum, prepares informed professionals who make an impact in their chosen fields. Located on a classic New England campus minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers. The McCallum Graduate School emphasizes the impact of technology on business practice, in offerings that include MBA and Master of Science programs, PhD programs in accountancy and in business, and customized executive education programs. The university enrolls approximately 4,100 full-time undergraduate, 140 adult part-time undergraduate, 1,430 graduate, and 43 doctoral students. Bentley is accredited by the New England Association of Schools and Colleges; AACSB International – The Association to Advance Collegiate Schools of Business; and the European Quality Improvement System, which benchmarks quality in management and business education.
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