Movie Review App With Live Discussion Forum

Movies are one of the most popular sources of recreation in today’s scenario. In that background, the
importance of movie reviews cannot be undermined. There are several apps giving option of movie
reviews but this “Movie Review app” has the provision of live discussion forum on the launch of any new
movie. This will give the people who have watched the movie a great opportunity to have an open talk
about the movie. Also, the app provides you the reviews of popular movies in text as well as ratings
format.

While designing the product, the various genres like comedy, thriller, and romance were kept in mind.
Also, people can have the options of assessing an upcoming movie on the basis of IMDb as well as rotten
tomatoes rating. The designer of the app has also kept the options of launching the live session on the
same day of launch or else a week after the movie release. For that purpose, the following attributes
and their respective levels are narrowed down.

The attributes identified were

 Genre- Thriller, Comedy, Romance

 Ratings preferred- IMDb, rotten tomatoes
 Time of launch of live session- 0 days, 7 days
 Duration of live session- 20 min, 60 min
 Mode of review- text, ratings

These attributed and levels resulted in 3*2*2*2*2 = 48 combinations.

As it was not possible to present all the 48 combinations to the respondent for survey, therefore
Marketing Researcher decides to generate orthogonal design through the very popular data
analytics software SPSS. The orthogonal design generated gave 8 combinations to be presented to
the consumers. The details of various attributes, their levels is given below in Table 1.
Table 1: Attributes of Movie Review app with live discussion forum

Attribute Level Level description

Genre 1 Comedy

2 Thriller

3 Romance

Ratings 1 IMDb
preferred
2 Rotten tomatoes

Time of launch 1 0 days

of Live session
2 7 days

Duration of live 1 20 min

session
2 60 min

Mode of 1 Text
review
2 ratings
 Table 2: Movie review App Profile and Their Ratings

Table below shows the profiles that were offered to the respondents along with their average
preference rating. The respondents were asked to rate the profile on a 5 point rating scale where
1= Least Preferred and 5= Most Preferred.
time duration
ratings live live
Genre preferred session session mode of review preference
Rotten
thriller tomatoes 7days 60min ratings 1
Rotten
thriller tomatoes 7days 20min text 2
thriller imdb 0days 20min text 5
thriller imdb 0days 60min ratings 6
comedy imdb 7days 60min text 3
Rotten
comedy tomatoes 0days 20min ratings 8
romance imdb 7days 20min ratings 4
Rotten
romance tomatoes 0days 60min text 7

A utility model was assumed and the results were obtained as mentioned below:
U= 2.937+0.598X1+0.447X2-0.040X3+0.170X4-0.035X5+0.242X6
A. Preparation of dummy variables data matrix.

B. Calculation of the part-worth function or utility assigned to various levels within the
attributes.

C. Calculation the total and relative contribution of various attributes.

D. Indicate the combination which consumers would prefer the most.

E. Recommendation provided to XYZ Co.