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 employee s: Total number of employees in OTC: Interviewee and Title: Interviewer : Sales volumes:

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

•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 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 drug s: TCM ____% and Western: domestic ______% 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) B. G.I 3.B How many brands do you carry? JV ______%

Total sales of 991H (RMB)

imports ______%

Domestic ______ JV ______ Imported ______ Total Sales 1999E (RMB or Units?)

Total Sales 1998 (RMB or Units?)

Domestic ______ JV ______ Imported ______

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Questionnaire Design Designing

Prepare for writing

Write questionnaire

• Understand objectives of: • case • workstream • interviews • Preview blank slides • Determine information to
be gathered from interviews (quantitative for graphs, qualitative for quotes)

• 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 Design

• 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?”

• 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
Each question should tie to a blank slide.

How to Write a Questionnaire (2 of 2)

Situation: You have been asked to assess potential growth opportunities for China rental car market. Blanks: 100
China Rental Car Market (MM RMB) Rental Car Market: Business(MM RMB)
100.0

100

100

80.0

Leisure 66

80

Segment D Segment C Segment B

60.0

Leisure Business

60

40.0

40

20.0

Business

20

Segment A 2000

$0.0

Questions:

• What percentage of the current

1997

2000

$0

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?

• 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

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Interview Skill Interviewing Steps
There are five basic steps for conducting an interview
Take detailed notes

Set up interview

Provide introduction

Control the conversation

End interview

• Determine best • Say your name • Keep
time to call/visit name for the right person interview

• Get contact • Schedule

and reason for Interview interview time or start interview

conversation moving responses

• Capture • Write

data and quotes detailed notes immediatel y after each interview

• Make sure you

• set up

• Anticipate • Probe • Validate

have all key information before ending the conservation

• Thank interviewee • Ask if you may call
or visit with followup questions contacts who can answer your questions
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• Ask for more

Interview Skill Interviewing
Before Interview During Interview After 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

• Introduce yourself politely and

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 interviewee’s opinions • Prompt with ranges when specific information is not available • Ask for explanation of terms • Rephrase interviewees statement to ensure total understanding

• Write interview note immediately

*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

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Interview Note Note Taking

During Interview

After 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

• 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) • 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 • 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 •

• filing and sourcing • Interviewing information • Highlighting summary • Highlighting key findings

• Interview findings

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Training Program Agenda

• Questionnaire Design • Interview Skill • Interview Note • Basics of Spreadsheet • Appendix: Source of Information

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Training Program Spreadsheet Format
file n a m e : a u t h o r: c re a t io n : ve rs io n : s o u rc e : a s s u m p t io n : 1998 G D P g ro w t h : 7 .8 0% P o p u la t io n g ro w t h : 1% U S t o R M B ra t e : 8 .3 C h in a G D P y ear G D P (U S $ B n ) 1999 7 .60 % 0 .98 % 2000 7 .8 0 % 0 .9 2 % 2001 8.30% 0.92% 2002 8.40% 0.92% C : \ s in o \ t ra in in g \ m o d u le 1 \ [ re g re s s io n . x ls ] G D P s im o n h u 9 9 /0 5 /0 1 0 4 /1 7 /0 0 S S B , E IU , C R A A a n d B a in a n a ly s is

Enter:=cell(“filename”) Enter: =now()

•Filing and sourcing

•Assumptions •Calculations

1993 599

1994 547

1995 711

1996 824

1997 902

1998E 999

1999E 1075

2000E 1159

2001E 1255

CAGR 2 0 0 2 E9 3 -9 8 E (9 8 E -0 2 E ) ( ) 1360 11% 8 .0 %

m a rk e t t re n d s A ir-c o n (R T ) 1 , 6 8 3 , 0 614, 8 2 2 , 1 5 2 , 1 7 0 , 6 3 22 , 6 4 7 , 7 224, 6 9 9 , 4 920, 8 4 8 , 9 5 73 , 1 5 0 , 1 6 7 , 3 7 5 , 9 4 4 3 , 6 3 4 , 9 3 5 , 9 1 8 , 8 0 0 1 1 . 1 % 8 . 3 % 6 3 3 h o u s e h o ld (R T ) C o m m e rc ia l(R T ) 3 5 8 , 4 0 0 5 4 6 , 0 0 0 9 0 3 , 9 2 1 1 , 1 9 6 , 1 615, 4 2 6 , 0 317, 6 4 6 , 1 0 91 , 8 8 0 , 1 2 1 , 1 1 3 , 7 6 1 2 , 3 8 1 , 7 6 9 , 6 7 5 , 5 2 0 3 5 . 6 % 1 2 . 9 % 2 2 E le c t ric (R T ) 1 , 3 2 4 , 6 614, 2 7 6 , 1 5 1 , 2 6 6 , 7 1 11 , 4 5 1 , 5 519, 2 7 3 , 4 513, 2 0 2 , 8 4 81 , 2 7 0 , 0 4 6 , 2 6 2 , 1 8 4 1 , 2 5 3 , 1 6 5 , 2 4 3 , 2 8 1 -1 . 9 % 0 . 8 % 6 1 1

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Training Program Agenda

• Questionnaire Design • Interview Skill • Interview Note • Basics of Spreadsheet • Appendix: Source of Information

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Training Program Appendix: Sources of Information
Typically, there are several sources for the information you are seeking.
General industry facts Specific facts about suppliers, customers, or competitors

• Government agencies • Trade associations • Magazine editors • Authors of articles • Source cited in article • Investment analysts
Type of information Sources
Investor relations, Public relations

• General information • Cost data • Plant size and operations • Number of employees • Automation, new
technology strategy

Purchasing

Manufacturing, Maintenance
Personnel

Engineering, Manufacturing, R&D Sales, Marketing, Customer service

• Sales plans, distribution

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