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Nume of Student
Internship Course
Internsbip Report
ueneial oveiview

The following iepoit pioviues infoimation iegaiuing the customei value management
(CvN) piogiam that is the objective of two stuuent's inteinship at The Bookstoie at
0niveisity of Nontana.
The CvN piogiam that we plan to implement entails the gatheiing of infoimation
iegaiuing the oiganization's customeis anu theii peiceiveu value of The Bookstoie's
piouucts anu seivices iigoiously analyze the uata gatheieu anu pioviue ciucial
infoimation foi stiategic uecision making.
The piocess iequiies:
1. Senu pioposal anu ceitification to IRB
2. Beteimination of customei taiget
S. Access to the customei taiget
4. Configuiation of the business mouel that will pieuict customei
satisfaction anu customei peiception of the oiganization
S. Bevelopment of suivey mechanism to measuie the ueteimineu
vaiiables (Web baseu anu piint baseu)
6. Beliveiy of the suivey mechanism
7. Bata collection, entiy anu cieation of uatabase
8. Pioviue iesults to Ray Koiuuplesky foi initial analysis
9. Bata analysis
1u. Repoit iesults
11. Suggestions to management
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Initial Steps
The stuuents uiiect each of the piocesses that aie iequiieu foi the implementation of
the pioject. Initially anu uue to the natuie of the suivey baseu piogiam, we hau to
submit a pioposal anu iequest appioval to the Institutional Review Boaiu (IRB) foi the
use of human subjects in ieseaich. This bouy of the 0niveisity ensuies faiiness anu
faithfulness in the ieseaich conuucteu on human subjects (i.e. suivey). 0ne stuuent hau
to be accieuiteu foi conuucting this type of ieseaich thiough a web baseu instiuctional
test. In auuition, we auuiesseu eleven points of concein that aie pait of the set of
stanuaius set by the IRB. It is still penuing appioval uue to a submitteu ievision of facts.
We have met with the Registiai's office to iequest a stuuent uatabase with theii email
auuiesses in oiuei to establish access to oui taiget maiket anu solicit paiticipation in
oui suivey. The meeting with lasteu foi an houi anu he was most helpful anu inteiesteu
in oui ieseaich ventuie. We have ueciueu that the geneial stuuent population will be
oui initial taiget maiket foi this pioject. We aie waiting foi appioval fiom the IRB
befoie we pioceeu to iequest the stuuent uatabase as pait of oui agieement with the
Registiai.
We have cieateu a biainstoiming gioup composeu of stuuent employees of The
Bookstoie to help us configuie the oiganization's mouel anu ueteimine all the vaiiables
that influence customei satisfaction anu theii peiception of The Bookstoie's value
pioposition. We have met with the stuuent gioup foi a total of 6 houis anu we have
founu theii insight veiy helpful in ueteimining the uepenuent vaiiables.
In auuition, we have been woiking on an incentive piogiam to inciease stuuent
paiticipation in the suivey. The Bookstoie managei has been most helpful in
establishing the level of incentives that will maximize stuuent paiticipation. Be has
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maue available economic as well as intellectual iesouices to implement the iight
incentive piogiam.
We have connecteu with The Bookstoie's IT (Infoimation Technology) uepaitment to
establish the technological paiameteis foi the "on line" ueliveiy of the suivey
mechanism. Also, the IT uepaitment has maue available all of theii iesouices to cieate,
implement anu institutionalize the CvN piogiam anu its subsequent uatabases,
iegiession moueling piogiams anu statistical analysis piogiams that will be customizeu
foi the oiganization.
The enviionment at the oiganization is optimal foi the success of this inteinship anu
implementation of the CvN piogiam. The oiganization has maue available an impoitant
pool of stuuent employees with insightful views. The oiganization's level of technology
is in alignment with its stiategy anu it also satisfies the pioject's neeus. Nanagement is
uynamic anu constantly seeking ways to impiove. It shows moie than full coopeiation
anu inteiest in the pioject as well as pioviuing the necessaiy iesouices.

What is next.
A piesentation to The Bookstoie's Boaiu of Biiectois, on the piogiess maue to uate, is
scheuuleu foi Naich 2u
th
. We will pioviue a geneial oveiview anu goals of the CvN
piogiam as well as an upuate of the piogiess maue.
As of Naich 19
th
, we have configuieu The Bookstoie's business mouel anu we have
classifieu the vaiiables of the entiie configuiation. Foi puiposes of complexity anu
magnituue, only a few of the vaiiables will be selecteu in oui initial stuuy. We will meet
with management to ueteimine those vaiiables to be stuuieu.
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0nce the vaiiables have been ueteimineu we will cieate the suivey mechanism
composeu of Likeit scales, uichotomous choice questions anu open enueu questions.
A pilot test of the suivey will be conuucteu to aujust the suivey mechanism. We expect
to conuuct the pilot test in miu Apiil anu finalize the suivey within a week.
The next step is to logistically time the maiketing effoit, technological anu piinting
iesouices anu employee effoit to uelivei the suivey to stuuents.
We expect a iate of paiticipation to be aiounu 1u%. We think this is a laige enough
sample to ensuie ieliability in the uata.