This group homework is based on (a) Session 1 - problem formulation, (b) Session 2 - survey questionnaire design and part of (c) Session 3 - Qualitative methods.
It aims to familiarize the intricacies, advantages and limitations of the Questionnaire tool by actively getting you to design that tool.
This is a group based homework. Only one submission per group. If you don't know who your group is, pls ask Vivek about this.
Problem Context
You are a startup bridging doctors and patients in metropolitan India. But your startup offers a house-call solution to elderly or otherwise infirm patients in the reasonably wealthy upper-middle class.
You connect doctors who are willing to make house calls (at some premium, presumably) with patients who are willing to pay the premium for the convenience of a house-call visit by a trustworthy doctor.
Imagine you are still in the process of figuring out the contours of their revenue/business model, which crucially depends what the demand levels are like for such services at what price, and what the supply levels are like at that price. Based on that one can figure out who to target, how and how large the market is.
Task
Your task is to (1) Formulate your D.P. and corresponding R.O.s. (My suggestion: Choose a sharply defined D.P. that can be well-covered by at most 1-2 R.O.s; choose a suitably narrow demographic as your target population that isn't too heterogeneous in its likely needs and preferences).
(2) Next, identify the main construct(s) of interest ones that will likely drive demand for your client, ideally based on your R.O.s. (Hint: Think in terms of the average target customer's motives/needs and the his/her self-perception of the requirements)
(3) Design a questionnaire that: [a] surveys target segment respondents on their propensity to use app-based on-demand commuting solution services;
[b] can be taken in under 15 minutes on a good net connection;
[c] collects info on the distribution of quantities of interest (such as awareness levels about these services, interest levels in using them, what price levels might be viable, etc.)
My suggestions before starting:
1. To understand this target segment's needs and preferences, do some preliminary, quick qualitative research: E.g., conduct a few interviews (these could be casual conversations or telephonic ones) with a few people in that target segment about the subject. Find out what they think, what they need, what they see others around them doing etc.
2. Write (or 'Program') your survey into either Qualtrics or the free versions of websurvey softwares available such as zoomerang or surveymonkey. See if you can obtain the "launch" survey link.
3. Bonus points for pretesting the survey with a few folks first, accounting for order effects etc in questionnaire design, etc.
Submission Format
You can submit a traditional PPT for this assignment. All future assignments will involve code and hence only markdown will be allowed.
Below is the submission format for a PPT. (That for a markdown will be similar. Just divide the markdown webpage into sections [Title, Data, model, results etc])
Start with a plain white PPT. Save it as groupName_session1.pptx
Title slide: Homework name and names+ roll numbers of group members.
First slide: Brief description of your client and their business (Also, a line or two to justify why you picked them)
Second slide: Statement of D.P and corresponding R.O.s
Third slide: Brief Description of qualitative research carried out to first narrow-down what topics to cover in the survey.
Fourth slide: Make a table that maps the 1-2 major constructs to the corresponding survey question numbers.
Fifth slide: Deliverable - websurvey link. Should be a working link. Also, attach the word or PDF version of your questionnaire onto this slide. The Q numbers in the 4th slide should match the ones here.
Sixth slide: Any learnings you as a group made - E.g., what constructs were the easiest to measure? hardest? ON the average, how many Qs per construct did you have to use? Etc.
Update:
In the past, I got quite a few Qs asking if a scale other than Likert can be used etc. Sure, it can. Likert is important in the context of behavioral constructs. For regular, descriptive Qs, use other scales by all means. *Not* every Q has to be a likert.
Whether PPT or markdown, wrap your submission inside a story, as far as possible.
Deadline for this is midnight of 16-Oct (Sunday). Drop box for the PPT will be set accordingly on linkstreet.
Any queries etc, let Vivek or me know.
Sudhir
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