SAMPLE REPORT ON

HARVARD STUDENT Hanson

Shindung
SURVEY
DATA CONTEXT
The Hair, Anderson, and Tatham Company (HATCO) is a
large industrial supplier. The data used in this report
comes from a survey of 100 HATCO customers that were
collected through an established marketing research firm.
The dataset consists of 100 cases 14 separate variables,
classified into three main groups; namely:
(1) The perception of HATCO on seven attributes
identified in past studies as the most influential in the
choice of suppliers. The respondents, purchasing
managers of firms buying from HATCO, rated HATCO on
each attribute.
(2) The actual purchase outcomes, either the evaluations
of each respondent's satisfaction with HATCO or the
percentage of his or her product purchases from HATCO.
(3) The general characteristics of the purchasing
companies (e.g., firm size, industry type).
 The Variables and Questions on the HATCO Company Data
Customers’ Perception on 7 Purchaser Variable Values Questions for Describing the Data
Company Attributes Characteristics
(0 to 10 scale) X8 Size of firm 1=large, and 0=small 1) What is the profile of the product
X1 Delivery speed X11 Specification 1= total value analysis purchasers of HATCO as to the
X2 Price level buying- approach, following characteristics? Size of
0=use of specification firm  , Specification buying,
X3 Price flexibility buying
Structure of procurement, Type of
X4 Manufacturer's image X12 Structure of 1=centralized
procurement procurement, industry they belong and Type of
X5 Service- buying situation
0=decentralized
X6 Salesforce's image procurement
X7 Product quality- X13 Type of 1=industry A 2) What are the typical responses of the
industry 0=other industries respondents on their perceptions of
X14 Type of 1=new task HATCO company attributes? How do
Purchase Outcomes buying situation 2=modified rebuy their responses vary?
3=straight rebuy
X9 Usage level (0 to 100%) 3) Are their relationships between their
X10 Satisfaction level (0 to 10) perceptions of HATCO and their
actions toward HATCO (purchases
and satisfaction).
 ANSWER TO QUESTION 1.
Table 1.Profile of Product Purchasers of HATCO Based On Firm Characteristics
Firm Size  
Firm Characteristics Small Large Total
No. Percent No. Percent No.
Specification on Buying          
  Specification Buying 0 0.0 40 100.0 40
  Total Value Analysis 60 100.0 0 0.0 60
Structure of Procurement          
  Centralized 10 16.7 40 100.0 50
  Decentralized 50 83.3 0 0.0 50
Type of Buying Situation          
  New Task 10 16.7 24 60.0 34
  Modified Rebuy 16 26.7 16 40.0 32
  Straight Rebuy 34 56.7 0 0.0 34
Type of Industry        
  Firm Type 1 30 50.0 20 50.0 50
  Firm Type 2 30 50.0 20 50.0 50
Total   60 60 40 40.0 100
PROFILE OF PRODUCT
PURCHASERS OF HATCO
 ANSWER TO QUESTION 2
Table 2. Descriptive Summary Measures of HATCO Customers’
Perceptions on Company Attributes (Scale from 0 to 10)

 Company Attributes Lowest Rating Highest Rating Mean Std. Deviation

Delivery Speed 0.0 6.1 3.515 1.3207
Price Level .2 5.4 2.364 1.1957
Price Flexibility 5.0 10.0 7.894 1.3865
Manufacturer Image 2.5 8.2 5.248 1.1314
Service .7 4.6 2.916 .7513
Salesforce Image 1.1 4.6 2.665 .7709
Product Quality 3.7 10.0 6.971 1.5852
Usage Level 25.0 65.0 46.100 8.9888
Satisfaction Level 3.2 6.8 4.771 .8556
       
 ANSWER TO QUESTION 3
Table 3. Relationships Between HATCO Customers’ Perception On
Company Attributes and Purchase Outcomes (Usage and Satisfaction
Levels)
Pearson Correlation Values
HATCO
Company
Usage
Attributes
Level Satisfaction Level
Delivery Speed 0.676 0.651
Price Level 0.082 0.028
Price Flexibility 0.559 0.525
Service 0.701 0.631
Salesforce Image 0.256 0.341
Manufacturer
0.224 0.476
Image
Product Quality -0.192 -0.283
 INTERPRETATIONS AND
RECOMMENDATIONS
•The profile of the survey respondents show that there are more
HATCO customers from small firms (60%) than from large firms. It
is recommended that HATCO intensifies their product promotion to
supply for large firms.
•HATCO’s customers’ perception on the 7 attributes are quite low in a
scale from 0 to 10 with the highest mean rating of 7.89 on Price
Flexibility, but other attributes like Service, Salesforce Image, Price
Level and Delivery Speed are quite low. Customers’ usage and
satisfaction levels are also quite low. It is recommended that HATCO
must improve in these attributes with low ratings.
 INTERPRETATIONS AND
RECOMMENDATIONS
•There is a moderately strong relationship between
respondents’ perception of HATCO’s service, delivery
speed and price flexibility on their firm’s usage level
and satisfaction level.
•This supports the recommendations earlier for HATCO
to improve in these areas of service, salesforce image
and delivery speed through intensifying supervision,
performance evaluation and professional development
of staff.