Training Program
Module One
New Consultant Skill Building
April 16, 2000
Module 5
Training Program
Agenda
Questionnaire Design
Interview Skill
Interview Note
Basics of Spreadsheet
Appendix: Source of Information
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Questionnaire Design
Questionnaire Format
C:\training\sh\questionnaire.doc
Distributor Interview Questionnaire
General background (fill in after interview):
Store Name:
Address:
Telephone and fax:
Type of player:
Ownership Type:
Size:
Company revenue(1998)
(please specify: annual or
monthly or daily)
Physical location:
Company starting year :
Total number of employees:
Total number of employees in OTC:
Interviewee and Title:
Interviewer:
chain store___ drug store in supermarket___ independent drug store___
state-owned
public
private
JV foreign
other:
Approximate square meter:
Total sales (RMB):
Sales in pharmaceuticals (RMB):
TCM (%):
Western drugs (%):
Typical first half year of total sales (%):
Residential
Commercial
Sales volumes:
Filing and pathing-Header
and Footer
Questionnaire title
Subsection title
Interviewing information
Background of interviewee
organisation
questions
1A. Sales in each category
Total sales of 1998 (RMB)
Total sales of 991H (RMB)
Total sales of business
Total sales of western medicine and TCM
Pain & Fever
G.I
Fungicides (Vaginal treatment)
Multi-Vitamins & Minerals
1B. What are your main categories of western drugs besides the four mentioned above:
1) ________
2) _________
3) _________
2. What is your overall split in sales of drugs:
TCM ____% and Western: domestic ______%
JV ______%
imports ______%
3. Please provide more details for each product category
A. Pain & Fever
3.A How many brands do you carry?
Top 4 brands
1.
2.
3.
4.
Others (specify)
Domestic ______
JV ______
Total Sales 1998 (RMB or Units?)
Imported ______
Total Sales 1999E (RMB or Units?)
B. G.I
3.B How many brands do you carry?
Domestic ______
JV ______
Imported ______
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Questionnaire Design
Designing
Prepare for writing
Understand objectives of:
case
workstream
interviews
Preview blank slides
Determine information to
be gathered from
interviews (quantitative for
graphs, qualitative for
quotes)
Write questionnaire
Translate blanks into
survey content
Develop a logical structure
Obtain feedback from
manager, case team
Consider potential
sensitivities when writing
questions
*Ask the Bain Research and Data Analysis Group in Boston for help in designing complex questionnaires
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Questionnaire Design
How to Write a Questionnaire (1 of 2)
Content
Structure
Write a short introduction (your name, purpose Group questions logically
of Interview, flattery). Mention any contact
prices, costs, market size
name that you may have
Place must-know questions
My name is Ruma Sanyal from Sinotrust.
before nice-to-know ones
I spoke with Ray Gonzalez in your sales
Start with an easy or intriguing
department; he gave me your name as
someone who really understands the
importance of managing supplier
relationships.
Tie each question to a blank slide
Write unbiased questions and offer ranges if
possible
Would you say growth is less than 25%,
25-49%, or 50% or more? Not would you
say growth is, 25%
Avoid jargon
CAGR, ROS
Ask follow-on questions
How? Why?
Ask alienate questions, if needed
What is the growth rate? OR
Is growth rate between 10-20% or 2050%?
question
How long have you been in
the business?
Put most difficult/sensitive
questions toward the end
What is your gross margin
on ceramic tile?
Add prompts for difficult
questions
Can you give me an
example?
Do you think that segment
is growing or shrinking?
Design
Facilitate data entry
number questions
standardize format
Facilitate note taking
add lines/check boxes
leave space after each
question for taking notes
highlight key
words/phrases
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Questionnaire Design
How to Write a Questionnaire (2 of 2)
Each question should tie to a blank slide.
100
China Rental Car Market (MM RMB)
100.0
Leisure
80.0
66
60.0
Leisure
40.0
Business
20.0
$0.0
Questions:
Business
1997
2000
What percentage of the current
market is business? Leisure?
How big do you think the market will
be in the year 2000?
In the year 2000, what percentage of
the market will be business? Leisure?
Rental Car Market: Business(MM RMB)
Situation: You have been asked to assess potential growth opportunities for China rental car
market.
Blanks:
100
100
80
60
Segment D
Segment C
Segment B
40
20
$0
Segment A
2000
What are the customer segments for
the business market?
How much share of the market will
each segment have in the year 2000?
Will there be any new segments in the
year 2000?
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Training Program
Agenda
Questionnaire Design
Interview Skill
Interview Note
Basics of Spreadsheet
Appendix: Source of Information
interv 7
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Interview Skill
Interviewing Steps
There are five basic steps for conducting an interview
Set up
interview
Provide
introduction
Determine best Say your name Keep
time to call/visit
Get contact
name for the
right person
Schedule
interview
and reason for
Interview
set up
interview time
or start
interview
Take
detailed
notes
Control the
conversation
conversation
moving
Anticipate
responses
Probe
Validate
Capture
data and
quotes
Write
detailed
notes
immediatel
y after each
interview
End
interview
Make sure you
have all key
information before
ending the
conservation
Thank interviewee
Ask if you may call
or visit with followup questions
Ask for more
contacts who can
answer your
questions
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Interview Skill
Interviewing
Before Interview
Review proposal/blank
slide/questionnaire to
understand the objectives of
case and interview
Determine key information
required
Decide whom to call/interview
Decide which are the most
important and which are the
least important interviewees
Decide which interviews to
make first
Establish timeline for
completing interviews
Rehearse/ask an experienced
team member to make the first
interviews to-gather with you ,
if you feel inexperienced
During Interview
Introduce yourself politely and
After Interview
Write interview note immediately
confidently
after interview
Refer to contact of authority
Call or visit again if any key
Use terminology with which the information missing
person is familiar
Prepare for next interview
Move quickly from question to
question
Switch conversation to relevant
topics
Determine what the interviewee
will be able and willing to answer
Ask for clarification
Force interviewees to be specific
Understand reasons behind
interviewees opinions
Prompt with ranges when
specific information is not
available
Ask for explanation of terms
Rephrase interviewees
statement to ensure total
understanding
*Ask the Bain Research and Data Analysis Group in Boston for help in designing complex questionnaires
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Training Program
Agenda
Questionnaire Design
Interview Skill
Interview Note
Basics of Spreadsheet
Appendix: Source of Information
interv 10
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Interview Note
Note Taking
During Interview
Begin writing as soon as
interviewee begins answering
Write down key words or phrases
However, do not let note taking
interrupt the flow of the
connection
Fill in questionnaire as much as
possible
After Interview
Schedule breaks between
interviews to write notes
Recall and fill in questionnaire
unfilled during interview
Make qualitative notes. For
example, take notes to remind
yourself about the interviewer.
This will help you in choosing who
to call back, if there in needy
Interview note summarize
interviewee opinions or insights
which questionnaire does not tell
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Interview Note
Interview Note Format
C:\case\sh\word\LJ
Interviewee:
Mr. Dai zhong, Marketing Manager
Organization:
XXX Company
Telephone:
010-66043399-2250
Address:Changqiao, Ping An Street, Beijing
Interviewer:
Zhang Jiangyan
Date:
2000-04-16
Summary
The root cause for loyalty is
Customer switch to new competitors
Key findings
The sales team is not so professional
The company positioning is not clear
Customer Segmentation
Beida Hospital is one of the largest and the famous hospital in Beijing
It purchased and installed 2 units of Broad absorption chillers 97
The chiller is of ______RT each
The chillers cover existing building of _______square meter
It is planning to install electric chillers for another hospital area
They are of _____ RT
And cover existing building of ______square meter
Purchasing cost
Total expenditure: Rmb20MM
Chiller purchasing cost: Rmb4.7MM(two units)
Pipeline construction: Rmb1.6MM
Other cost related to pipeline(building dismentle and compensation for residents movement):
Rmb1.4MM
Installation charge: Rmb12MM (including pump/water tank/labour)
filing and sourcing
Interviewing information
Highlighting summary
Highlighting key findings
Maintenance cost
The chiller system is still within warranty
Operating cost
Estimated energy cost: 365 days*Rmb5,000=Rmb1.8MM
# of staff: 9; average wage=Rmb800/month, labor cost=Rmb
Purchasing process/criteria
Interview findings
Purchasing process
The villa visited design institutes to consult the AC system design
Manufacturers came to the villa to present their products
Based on discussion with institutes, it decided to use absorption chiller
It compared the product attributes among Broad, Suangliang Trane, Sanyo and a local brand based
on purchasing criteria and other working requirement
It visited many end users to refer to their advice about brands advantages and disadvantages
Sanyo was selected
The customer decided absorption chiller because
It has a very good gas supply and supply network within villa area which makes it easy to operate
absorption chiller
It would have to pay high fee for electricity expansion within the area
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Training Program
Agenda
Questionnaire Design
Interview Skill
Interview Note
Basics of Spreadsheet
Appendix: Source of Information
interv 13
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Training Program
Spreadsheet Format
filename:
author:
creation:
version:
source:
C:\sino\training\module1\[regression.xls]GDP
simon hu
99/05/01
04/17/00
SSB, EIU, CRAA and Bain analysis
Enter:=cell(filename)
Enter: =now()
Filing and sourcing
assumption:
GDP growth:
Population growth:
US to RMB rate:
China GDP
year
GDP(US$ Bn)
market trends
Air-con(RT)
household(RT)
Commercial(RT)
Electric(RT)
1998
7.80%
1%
8.3
1999
7.60%
0.98%
2000
7.80%
0.92%
2001
8.30%
0.92%
2002
8.40%
0.92%
1993
1994
1995
1996
1997
1998E
1999E
2000E
2001E
599
547
711
824
902
999
1075
1159
1255
1360
11%
8.0%
1,683,064 1,822,156 2,170,632
2,647,724 2,699,490 2,848,957
3,150,167
3,375,944
3,634,935
3,918,800
11.1%
8.3%
358,400 546,000 903,921
1,324,664 1,276,156 1,266,711
1,196,165 1,426,037 1,646,109
1,451,559 1,273,453 1,202,848
1,880,121
1,270,046
2,113,761
1,262,184
2,381,769
1,253,165
2,675,520
1,243,281
35.6%
-1.9%
12.9%
0.8%
Assumptions
Calculations
CAGR
2002E (93-98E) (98E-02E)
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Training Program
Agenda
Questionnaire Design
Interview Skill
Interview Note
Basics of Spreadsheet
Appendix: Source of Information
interv 15
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Training Program
Appendix: Sources of Information
Typically, there are several sources for the information you are seeking.
Specific facts about
suppliers, customers, or
competitors
General industry facts
Government agencies
Trade associations
Magazine editors
Authors of articles
Source cited in article
Investment analysts
Type of information
General information
Cost data
Plant size and operations
Number of employees
Automation, new
technology
Sales plans, distribution
strategy
Sources
Investor relations, Public
relations
Purchasing
Manufacturing, Maintenance
Personnel
Engineering, Manufacturing,
R&D
Sales, Marketing,
Customer service
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