Principles of technopreneurship

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Techno 1 notes

Types of questions asked
a) Closed questions These attract only a limited response such as
Yes/No or a rating on a scale (Do you own your own car
Yes/No or How do you rate our service, excellent, very good, good, fair, below average or poor. Closed questions can be used when quantitative analysis is required from the surveys and result in a very structured approach. b) Open questions: These invite freer response such as an opinion or individual information. (What do you think of ………? Which food do you eat. These are particularly useful in researching attitudes and buying motivations. Most questionnaires usually use a mixture of these, starting with closed and ending up with open ended questions.
Bias in questions: The wording of a questionnaire needs careful examination to avoid biasing the response e.g. Do you think all after school activities should be free of charge Do you think all after school activities could be free of charge The second question is unbiased.

Omnibus surveys
If the market to be researched is large, or there is a need for continuous information, one can consider omnibus survey. This is s service offered by research agencies who regularly conduct surveys in a specific industry or market sector. The results are then sold to subscribing companies, which spread costs of the research over a wider client base.

Other Primary research
Group discussion
Group discussions area good example of qualitative research. A group of people conforming to the parameters of the target market are invited to an informal discussion, led by a facilitator to guide the conversation around desired topics. The session is normally taped, and may also be observed. The aim is to give insights into perception and motivation of potential customer groups. One of the prime uses is in testing concepts for new products or services. The results are not statistical but more unstructured. This is not expensive the main cost is that of the facilitator, report production, and the refreshments for the group.
Observation:

Technoprenuership1 25 Some opportunities lend themselves to research by observing what is happening in the marketplace e.g. a technopreneur could observe the quantity and type of shoppers using locations at which he/she is interested in opening a retail unit. Observation should be quantified to ensure objectivity and comparability.

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