Survey Methodology

IDC India team was led by Parishesh Mishra and assisted by Ravikant Sharma and Deepak Rajgarhia

Saturday, November 07, 2009

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The PCQuest Users' Choice survey was conducted among 243 large enterprises across top eight Indian cities divided accross four zones. The survey was done through face-to-face interactions with CIOs and IT decision makers of these enterprises by IDC executives.

We covered 33 product categories and broadly classified them into four sections i.e. Hardware, Software, Enterprise Solution and Managed Services.

Our survey questionnaire sought information on the following 5 basic areas:

1.'Top of Mind recall' for various brands in each product category.
2.Primary brand owned.
3.Brand preference for future purchase.
4.Reasons for using current brand.
5.Reasons for preference of future brand.

To identify the Users' Choice for each product category, we analyzed three parameters:

1. ToM Recall
2. Current Brand Owned
3. Future Preferred brand

The Future preferred brand was further divided into two data points viz loyalty (the percentage of loyal respondents for a particular brand out of total loyal customers) and shift (the percentage shift of respondents for a particular brand out of the total customers planning to shift). Each parameter was assigned a specific weightage after an internal discussion between IDC India and PC Quest.
Further, the weighted score was calculated and then indexed to highest as 100.

Finally on the basis of the derived Index score, the Users' Choice winner was identified for each brand category.

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