ECOBIZ Season 4

Today’s Outcomes

 Participants learn and understand the importance of refining the problem with
relevant supporting data and information through secondary research.
 Learn the skills of designing questionnaire for data collection

10 minutes with your Faci’s

1. Share the feedback your judges gave you
2. Quick reflection of what you need to do
3. Each one of you share 2 commitments towards this program

There are two main ways to understand the problem:

Method 1: Conversations
a. Talk to people who face the problem
b. Talk to other people involved
c. Talk to experts

Method 2: Observations
a. Observe the setting
b. Immerse yourself in context

Mission: Learn as much as you can.

(NOT to validate what you think you know!)

Two very important things:

1. Beginner’s Mind
2. Observe vs. Interpret

Asking the “Why” Question?

“The 5 Whys is a technique used in the Analyze phase of the Six Sigma DMAIC (Define,
Measure, Analyze, Improve, Control) methodology.”
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“By repeatedly asking the question “Why” (five is a good rule of thumb), you can peel away
the layers of symptoms which can lead to the root cause of a problem.”
Example:

So what is the REAL PROBLEM?

1. Lack of English communication among underserved Youths, or
2. Parents are in a comfort zone

Take down notes Go deep, not wide Have conversations!

GOAL
Figure out the root of the problem
ECOBIZ Season 4

GROUP EXERCISE
5 WHY’S

Original Problem

1st why?

2nd Why?

3rd Why?

4th Why?

5th Why?

SURVEY

Why Survey?
• Get lots of structured information from lots of people.
• Simplify and standardize data collection.
• Use statistics to make predictions.
• Find out about things that can not be observed. Such as Thoughts, Emotions,
Opinions, Intentions, Attitudes

The Need to Know Why

 why people do or do not do something.
 Likes, dislikes, attitudes, behaviors, influences

The Need to Know How

 the process consumers go through before taking some action.
 Decision making process
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The Need to Know Who

 Information on age, income, occupation, marital status, stage in the family life cycle,
education, and other lifestyle factors is necessary to the identification and definition
of market segments.

Frequent Technical Pitfalls

1. Poor definition of problem
2. Designing the questionnaire
3. Sample size small (10%)
4. Data collection inadequate

Issues to consider in questionnaire design

• Sensitivity of question
• Bias in formulation
• Cultural issues
• Repetition
• Respondent motivation
• Questioner training
• Pre-testing
• Comprehensiveness
• Realism
• Ease of completion

Sample Airline Questionnaire

1. What is your total income to the nearest hundred pounds?

2. Are you an occasional or frequent flyer?

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3. Do you like this airline?

4. How many airline ads did you see last spring compared to this spring?

5. What are the most salient and determinant attributes in your evaluation of airlines?

6. Do you think it is right for the government to tax air tickets and deprive a lot of
people of the chance to fly?

Careful how you ask the question

Do you approve of smoking whilst praying?
A: No
Q. Do you approve of praying whilst smoking?
A:Yes

Type Survey Questions

1. Multiple Choice Question
2. Rating Scales
3. Comment Essay Box Questions
4. Demographic Questions

Design a Survey of 5 questions

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Design a Survey of 10 - 20 questions and conduct it after this training to collect

information and to refine your problem statement
Create graphs and charts to present report on your finding - 9 th January 2022