Internet Learning Volume 5, Number 1, Fall 2016/Winter 2017 | Page 28

An Academy Customer Experience Benchmark Observation
sona B are doctoral chairs who chose
the scholarly profession to help their
careers either in the private or academic
sectors, indicated that they work parttime
utilizing their doctoral degree
discipline, and also have had a peer reviewed
scholarly article published. They
may require more assistance since their
time is shared with other positions or
adjunct teaching assignments.
Persona C are doctoral chairs who
indicated that they worked part-time as
an academician and who perhaps chose
the scholarly profession to help their
careers whether private or academic
and would need more assistance in
learning how to disseminate meaningful
knowledge and have not had a peer
reviewed scholarly article published,
but may have presented. These customers
graduate and go back to a largely
private sector nonacademic job or one
that does not require the dissemination
of knowledge to a broader range other
than their day-to-day duties. They remain
doctoral chairs in good standing
to allow them to gain scholarly publishing
experience. They may have pursued
their doctorate for vanity and likely not
intended to contribute to the scholarly
community other than the culmination
of their dissertation. By virtue of having
no peer-reviewed publishing experience,
Persona Cs would need more
publishing and research assistance of
any of the personas.
To determine the persona, responses
to both Questions 2 and 3 were
combined via hand-tabulated using an
Excel spreadsheet to divide the 23 respondents
into their labeled persona.
Since SurveyMonkey retained individual
data, it was relatively easy to first
parse out all the responses then assign
them within the spreadsheet. Inter-coder
reliability was tested by having a colleague
at a local college conduct the
same technique having been provided
SurveyMonkey access.
Question 2 had four choices of
which participants could select all that
applied: (i) full-time professor/academic
administrator, (2) full-time in doctorate
field, (3) part-time faculty/chair
or administrator, and (4) employed in
a different field other than academia.
Any of the full-time choices would be
the first step in denoting Persona A.
Part-time faculty where grouped into
Persona B as well as working in a different
field. If response was “Primarily
employed in a different field than doctorate,”
that participant was grouped
into Persona C.
Question 3 had five choices or
as many as applied. If those who were
categorized in Question 2 as Persona
A, that category would only continue if
they had indicated they had a peer-reviewed
paper published. The same constant
was used for Persona B. However,
those deemed Persona A or B in
Question 2 but that responded to Question
3 with only having presented at a
scholarly conference or did not have a
scholarly article were bumped down to
B or C, respectively. If they were already
labeled Persona C in Question 2, but
now indicated that they had a peer-reviewed
scholarly article published, they
were now categorized into Persona B.
The personas are solidified based on
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