Software Engineering ‘Global Intelligence Case Study' - IT Assignment Help

Assignment Task

 

Software Engineering - CASE STUDY
‘Global Intelligence’ lead the world in market research for the business and government sectors. They are based in London but with regional offices across the United Kingdom plus foreign cities including Paris, Berlin, New York, Los Angeles, Beijing and Delhi.
Working alongside their blue chip clients, they use a wide variety of techniques and communication channels to explore, gather, aggregate, analyse and present public opinion and consumer sentiment to those clients. The methods they use include:
Surveys and Questionnaires – these can be issued in a number of ways. Traditional paper-based surveys still have a role to play in market research because it offers the surveyor the opportunity to fine-tune the precise time, location and member of the public to be targeted. It is however very time- consuming and not highly scalable. By contrast, online surveys can handle a mass market and are highly cost-effective. An intermediate method is telephone surveys. Participants are not directly financially rewarded but entered into a competition where they have the opportunity to win a product or service provided by the commissioning client – so if the client was BMW, they could win a car and if the client was British Airways they could win free travel. The client will contact the winner directly.
In-depth Interviews – while surveys offer a generalized picture across a large group, it is only in-depth one-on-one interviews that can provide high-quality insights and feedback. These interviews normally last 1-2 hours and are held at one of the company’s regional offices. They are run by a senior interviewer who then writes a report for the commissioning client. Interviewees are paid an attendance fee plus expenses. The actual fee is agreed with the client and can range from £50 to £200. Expenses include travel, subsistence and very occasionally accommodation. Global Intelligence pays these fees and expenses and then reclaims them from the client later.
Focus Groups – often, the best quality market research comes from the interaction between a group of people discussing a topic in a relaxed but structured setting. This is where focus groups come in. They are led by an experienced market researcher from the company and each focus group normally consists of 10-12 pre-selected members of the public, based on the specific parameters (age, gender, socio-economic level etc.) specified by the client. Each meeting will last 1?2 day to 1 full day. Again, each participant is paid an attendance fee plus expenses. The actual fee is agreed with the client and can range from £150 to £250 for a 1?2 day to £250-£400 for a full day. Expenses include travel, subsistence and very occasionally accommodation. Global Intelligence pays these fees and expenses and then reclaims them from the client later.

Social Media Scraping – this is a more recent development but obviously a very important one. For a market research organization like Global Intelligence, platforms like Facebook and Twitter offer almost unlimited data on people’s opinions, sentiments and actions and the application of big data analytics is changing the whole market research world. Global Intelligence pays a flat monthly fee to these large social media companies in return for plugging their IT systems into these vast data pools. Global Intelligence pays these fees and expenses and then reclaims them from the client later.
Secondary Research & Data Harvesting – This often involves paying to acquire existing research and/or data sets from third-party organizations – if it directly relates to the main campaign Global Intelligence is running. Data harvesting is a common technique whereby those third-party organizations that routinely gather massive data sets on issues like voting habits, spending habits, leisure activities, travel-to-work data etc. can be paid a fee - normally a few pennies per data item – and those millions of data items are then aggregated and analysed alongside the main market research work. Global Intelligence pays these fees and expenses and then reclaims them from the client later.

Clients are billed at the end of a campaign and have 90 days to settle their invoice.
The company wishes to implement a comprehensive new IT system to support all these operations and data. You have been selected to lead the project.

Final Point
The above is simply an outline of the company and you will need to make your own assumptions and interpret or even extend the scenario as you go. Use your imagination as you see fit, but you must clearly document all assumptions and extensions.

Task 1
Supported by your own (fully-referenced) private research and using the above case study for specific examples, explain and describe the following:
The software engineering concept and how it differs from programming
The concept of the software development lifecycle (SDLC) and its stages
Software implementation and its management via software metrics.
 

Task 2
Using your own suitable diagrams and the above case study, critically evaluate the traditional ‘waterfall’ and ‘agile’ SDLC methodologies, taking care to highlight the stages, features, strengths and weakness of each. When should each be used? What would be your recommendation to this company?
 

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