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Survey Methodology: 435 IT decision Makers Interviewed

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PCQ Bureau
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- Suman Dutta and Poonam, CyberMedia Research, and Anil Chopra, PCQuest

The Users' Choice Awards this year have been decided after conducting a survey of enterprises having 100 to 1000 employees across the top 8 Indian cities. As this is a fairly wide universe in which the IT needs and brand preferences can vary, we further sub-divided it into two parts. The break-up of this along with sample size achieved is as follows:

1. Organizations with 100-499 employees:

221 respondents

2. Organizations with 500-1000 employees:

214 respondents

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The results have also been reported separately for each category in the pages to follow. It was a field survey where face to face interactions were held with CIOs and IT Managers of these organizations. These respondents were from 7 industry verticals i.e. Discrete Manufacturing, Process Manufacturing, BFSI, IT/ITeS, Healthcare, Education and Services (Logistics, Hospitality, and Professional services).

Awards Categories

The survey was conducted to identify the top IT brands that users were likely to buy in the next six months across 36 different categories. These were broadly classified into 4 sections i.e. Hardware, Software, Network Hardware and Internet & WAN Services. AMC consciously has been kept out of any of these categories; and has been carried as a stand-alone element called IT Support & Services. However, after we received the results, we had to knock off two categories due to insufficient votes, leaving us with 34 total categories.

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Based on the survey, the winners have been declared across the following categories:

1. Overall Best IT Brand

2. Best IT Brands across Hardware, Software, Networking, and Services

3. Best IT Brands across 34 categories in organizations with 100-499 employees

4. Best IT Brands across 34 categories in organizations with 500-1000 employees

Survey Methodology

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The survey questionnaire sought information on

5 basic areas:

1. TOM (Top of Mind) recall: Here, the respondents were asked to say the first brand that comes to their mind across each category. This was recorded in the questionnaire.

2. Primary brand owned: The respondents were asked which IT brand did they currently own in each category. In case they owned multiple brands of a category, they were asked to mention the dominant brand.

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3. Brand preference for future purchase: Here, the respondents were asked which brand were they

likely to buy in the near future (six months) across each category.

4. Reasons for using current brand: Here, the respondents were asked to choose from a set of four reasons for using the brands in each category.

5. Reasons for preference of future brand: Here, the respondents were asked to choose from a set of four reasons that they were likely to buy a particular brand in the future.

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To identify the Users' Choice for each product category, the first three parameters above were analyzed. Of these, the brand preference for the future was further divided into two data points:

Brand Loyalty: This is the percentage of respondents who said they were likely to stay with the same brand that they were currently using, out of the total respondents who gave a response in a particular category.

Brand shift in: The percentage of respondents who said that they were likely to shift into a particular brand from some other brand.

How we decided the winners

Each of the above four parameters was assigned certain weigthage based on an internal discussion between CMR and PCQuest. Further, the weighted score was calculated and then indexed to the highest as 100.

Finally on the basis of derived Index score, the users' choice was identified for each brand category.

For arriving at the overall best brands across hardware, software, services, and networking, as well as the overall best IT brand, we took the weighted score of all brands under every major category in a single sheet and then we indexed them based on the maximum weighted score. These were then ranked according to their index.

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