Have posted it online. The link is below:
Google doc version of the proposed final questionnaire
Queries and comments welcome. Shall get down to programming this on surveymonkey.com now.
Sudhir.
BTW, One group had written this to me:
Dear Prof. Sudhir,
Thank you for meeting with us today.
Based on your feedback we researched for a better survey tool online. We came across a site www.surveygizmo.com.
We found this to be much better than any other site that we have used. The skip logic is fantastic. The only catch is that I am currently using a 15 day trial. I would recommend that you try it and probably suggest it to the ISB authorities.
Given that we already have a Pro version with surveymonkey, we'll stick to that.
The current version of survey in it's longest form, if answered sincerely, easily takes 20-25 minutes. I wonder how many people will actually spend that much time to complete the survey without any incentive.
ReplyDeleteIt is balance between number of quality responses we desire against trade-off in number of questions.
Is it possible to reduce the length of the survey? The 5-6 rating questions about perception of existing brand are important identify gaps in positioning but if we can tweak the main purpose of the survey to find out customer preferences and habits then we can omit this section. Anyways I think if we want to analyze gaps in positioning we actually might need to go in more detail and these 5 questions simply may not be able to get us the required information considering perceptions of customer will change not only across brands but also among different models in existing brands.
Or it is common to have 20-25 minutes long surveys in business practices and we should not worry about it?
Professor, the rating questions don't have a "neutral" option such as : neither unsatisfied nor satisfied, etc. I feel that as a respondant for many of the questions, I would want to mark this option. Would appreciate if you consider adding this option.
ReplyDeleteSECTION 2
ReplyDelete1.Question 2: Wouldn’t you want to put a dropdown instead of free text options in this question? Free text would not allow for any immediate statistical analysis (simple frequencies etc) since it would involve a manual sifting through process of the free text data before going ahead with the analysis phase.
2.Question 3: Same as above.
3.Question 5: Shouldn’t we ideally put a “No discounts” option over here?
4.Question 7: The question doesn’t give the user an option of not replying to this in the event that the car described in question 2 might be his first car
SECTION 4
1.Question 4: Would giving the user an option of ranking the brands give us more insight? We might then be able to do some analysis on which brand is the most preferred and gain some insight on recall or perception. Just a thought.
SECTION 5
1.Question 6 & 7: The survey doesn’t allow me to click on the same rating for the criteria listed in the question. We had a similar problem while making the survey on our end so this might be a problem that the site itself has. Additionally, to improve readability could we combine question 5 & 6 by including a rank column in question 6?
SECTION 7
1.Question 1: Wouldn’t putting a 7 point Likert scale (1 = Doesn’t describe me at all; 7 = Describes me completely) on this question allow us to generate more insights?
Current car bio:
ReplyDeleteQ5: Possibility of no promotional offer being availed. No such option to choose. Do not make it a “required” answer.
New car purchase considerations:
Q4: Is it possible to allow max 3 selections, rather than depend on the user to exercise some discipline?
Driving Habits & Car Attribute Considerations in Purchase:
Q6: Allows only 1 selection under each importance category (Not at all imp, somewhat imp, etc).
Q7: Same issue as Q6.
Perceptual map for brand image:
These options do not cover all the brands available in India – Toyota is one of the big names missed out. Then there’s Skoda, Mahindra,
Q1: Quality and Reliability would mean different things to some people. Maybe we should stick with only reliability. Quality could also mean very high performance levels in terms of power, etc but no guarantee that the car won’t break down. (like an F1 car, perhaps). Also, all questions allows multiple selections in one row – maybe we can plug that.
Hitting Next on this section (Perceptual map for brand image) takes me back to section 1.
PS: I have traversed as a current car owner in the market tp buy another car.
Well yes, the rating scale option I misread. That is fixed, so the 'not allowing to select option' issue is gone now.
ReplyDeletePutting drop downs where I can (for year and month, for example).
Some places where 'none' option was missing, have put now. Have had to include 'Other' as an option in addition to the textbox.
Survey is currently under reconstruction shall open in about an hour.
Tks a ton to all those who sent in feedback. Much appreciated.
Sudhir
"Would be nicer if folks could use the comments section here rather than flood my inbox."
ReplyDeleteProfessor i request you to cut down on the number of email communications to us. Maybe MKTR is a subject where professors have to keep co-ordinating with the students on a regular basis. But would appreciate it if you could stream line your mail communications.
>>Professor i request you to cut down on the number of email communications to us. Maybe MKTR is a subject where professors have to keep co-ordinating with the students on a regular basis. But would appreciate it if you could stream line your mail communications.<<
ReplyDeleteThanks, Anon.
Kindly believe me when I say I am not keen on mass-emailing anybody.
I would much prefer the blog be used as a conversation tool.
However, the blog isn't used by everybody and I would be unfair on those who may miss out on course relevant info posted here.
Hope that explains things. Should you still feel un-mollified, I doubt I can help any further.
Sudhir
And yes,
ReplyDeleteTo those unable to bear the deluge of MKTR emails, kindly adjust settings to bounce these off.
You can check the blog more regularly instead. Shall be posting most of the email content here.
The attachments (datasets, lecture previews) are another matter though.
Cheers.
This is for the first Anaon.
ReplyDelete>>I wonder how many people will actually spend that much time to complete the survey without any incentive.
It is balance between number of quality responses we desire against trade-off in number of questions.<<
Bingo. You're thinking much more like a survey designer now. The survey'll have to go through more iterations and streamline downwards now. Can't be done overnight, like we are now attempting to. We're putting many heads together on this, so chances are it should come out relatively ok.
>>Anyways I think if we want to analyze gaps in positioning we actually might need to go in more detail and these 5 questions simply may not be able to get us the required information considering perceptions of customer will change not only across brands but also among different models in existing brands.<<
Good. Critical thinking at work. True,we won't get enough out to do anything about really. I had high hopes of getting something useful from a research POV, but now those high hopes are all long gone - getting something in that can help demo concepts for the course is good enough, at the moment.
Positioning studies would typically interview a smaller sample much more deeply than a survey can hope to do with larger samples.
>>Or it is common to have 20-25 minutes long surveys in business practices and we should not worry about it?<<
I'll ignore the sarcasm and answer the specifics - business surveys cost money - money for incentives, money for field workers, money for admin overheads and project design. Free surveys the variety we are doing can only get you so far. There was a reason why I was hammering at 'costs' every lecture since the course began. So no, don't expect the moon and then some. There are limitations and we try to work within them.
Thanks for understanding. Peace!
Seems like the questions are mandatory, I thought it is recommended to design them as optional.
ReplyDeleteSome more queries:
QS3: Shouldn't we put Month followed by year. I am wondering is it better to put it as a text box with 08/2001 vs. 2 drop downs?
QS4: Are the options too verbose. Should we make the options as <2 lakhs, 2-3 lakhs, 3-4 lakhs?