Social media to support collaboration in the product life cycle of SMEs

Abstract : The use of social media tools to support small and medium-sized enterprises (SME) to support their business activities throughout the product life cycle (PLC) phases represents an interesting opportunity. SMEs operate in very competitive environments, and face significant challenges primarily caused by their size disadvantage. By nature, social media tools and platforms can enable them to overcome some of these challenges, as they are often very inexpensive, familiar and easy to use, allowing them to reach large audiences they would not be able to reach with traditional and expensive marketing initiatives. To provide solutions to this problem, this research identified three main objectives. The first objective was to draw a picture of the existing academic literature on the use of social media tools in the PLC context to better understand how these tools were studied and used in businesses, and for what purpose. Second, this research aimed at understanding how SMEs actually use social media tools to support their different business activities to identify the gap between academic research and actual business practices. Finally, based on the findings highlighted from the previous objectives, this research aimed at developing theory on this topic by proposing a conceptual framework of customer engagement enabled by social media. The conceptual framework aimed at answering general questions that emerged from the initial two objectives: Why do some SMEs use social media to support customer engagement, while others do not? Why do firms use different social media tools to support their customer engagement initiatives? Why does the scope of customer engagement initiatives (i.e., across different PLC phases) vary between SMEs? What are the potential outcomes of conducting customer engagement initiatives for the organizing firms? In order to achieve these research objectives, the methodology employed for this research is threefold. First, a systematic literature review was performed in order to properly understand how the use of social media tools in the PLC context had been studied. The final results consisted of 78 academic articles which were analyzed based on their bibliometric information and their content. Second, in order to draw the contrast between the academic publications and managerial reality of SMEs, six semi-structured interviews were conducted to understand how these firms actually use social media to support different activities in each of the PLC phases. Third, five additional semi-structured interviews were performed to gather a deeper understanding of this phenomenon and generate theory to support the proposed conceptual framework. The conceptual framework focuses on the degree of customer engagement, which is comprised of the scope (PLC phases) of customer engagement and the technology (social media tools) employed to support these initiatives. Two sets of antecedents were examined, firm motivators and firm impediments, as they could both potentially affect the scope and the social media tools used to support customer engagement initiatives. Finally, potential customer engagement outcomes for SMEs developing these initiatives were also examined. The semi-structured interviews lasted approximately 25-35 minutes, and were performed using an interview grid consisting of 24 open-ended questions. The interview grid was developed based on the findings of the systematic literature review, and this qualitative approach allowed for a rich understanding of the interviewed SMEs’ use of social media tools to support and engage customers in their different PLC activities. The main results highlighted by this project demonstrate that this field is relatively recent and sees constant increase in research interest since 2008. However, most of the academic research focuses on the use of social media tools to support innovation activities during the new product development process, while the interviewed firms almost exclusively used the tools to engage customers in the later phases of the PLC, primarily for promotion, customer service support, and business development activities. Interestingly, the interviewed firms highlighted several benefits of using social media tools to engage customers, some of which could help them overcome certain size disadvantages previously mentioned. These firms are in need of further guidelines to properly implement such initiatives and reap the expected benefits. Results suggest that SMEs are far behind both large companies and academic research in their use of social media to engage customers in different business activities. The proposed conceptual framework serves as a great tool to better understand their reality and eventually better support them in their social media and customer engagement efforts. However, this framework needs to be further developed and improved. This research project provides a 360-degree view of the phenomenon of the use of social media to support customer engagement for SMEs, by providing both a thorough systematic review of the academic research and an understanding of the managerial reality of SMEs behind this phenomenon. From this analysis, a conceptual framework is then proposed and serves as a stepping stone for future researchers who are interested in developing theory in this field.

The Effect of using online homework exercises on student achievement in a Quantitative methods course

Abstract: Quantitative Methods (QM) is a compulsory course in the Social Science program in CEGEP. Many QM instructors assign a number of homework exercises to give students the opportunity to practice the statistical methods, which enhances their learning. However, traditional written exercises have two significant disadvantages. The first is that the feedback process is often very slow. The second disadvantage is that written exercises can generate a large amount of correcting for the instructor. WeBWorK is an open-source system that allows instructors to write exercises which students answer online. Although originally designed to write exercises for math and science students, WeBWorK programming allows for the creation of a variety of questions which can be used in the Quantitative Methods course. Because many statistical exercises generate objective and quantitative answers, the system is able to instantly assess students’ responses and tell them whether they are right or wrong. This immediate feedback has been shown to be theoretically conducive to positive learning outcomes. In addition, the system can be set up to allow students to re-try the problem if they got it wrong. This has benefits both in terms of student motivation and reinforcing learning. Through the use of a quasi-experiment, this research project measured and analysed the effects of using WeBWorK exercises in the Quantitative Methods course at Vanier College. Three specific research questions were addressed. First, we looked at whether students who did the WeBWorK exercises got better grades than students who did written exercises. Second, we looked at whether students who completed more of the WeBWorK exercises got better grades than students who completed fewer of the WeBWorK exercises. Finally, we used a self-report survey to find out what students’ perceptions and opinions were of the WeBWorK and the written exercises. For the first research question, a crossover design was used in order to compare whether the group that did WeBWorK problems during one unit would score significantly higher on that unit test than the other group that did the written problems. We found no significant difference in grades between students who did the WeBWorK exercises and students who did the written exercises. The second research question looked at whether students who completed more of the WeBWorK exercises would get significantly higher grades than students who completed fewer of the WeBWorK exercises. The straight-line relationship between number of WeBWorK exercises completed and grades was positive in both groups. However, the correlation coefficients for these two variables showed no real pattern. Our third research question was investigated by using a survey to elicit students’ perceptions and opinions regarding the WeBWorK and written exercises. Students reported no difference in the amount of effort put into completing each type of exercise. Students were also asked to rate each type of exercise along six dimensions and a composite score was calculated. Overall, students gave a significantly higher score to the written exercises, and reported that they found the written exercises were better for understanding the basic statistical concepts and for learning the basic statistical methods. However, when presented with the choice of having only written or only WeBWorK exercises, slightly more students preferred or strongly preferred having only WeBWorK exercises. The results of this research suggest that the advantages of using WeBWorK to teach Quantitative Methods are variable. The WeBWorK system offers immediate feedback, which often seems to motivate students to try again if they do not have the correct answer. However, this does not necessarily translate into better performance on the written tests and on the final exam. What has been learned is that the WeBWorK system can be used by interested instructors to enhance student learning in the Quantitative Methods course. Further research may examine more specifically how this system can be used more effectively.