IBM Case Study
This was a Hall test style methodology with a questionnaire lasting 30 -35 minutes. Respondents were pre-recruited to a central location and interviewed using a CAPI system.
Working from IBM sample we pre-recruited 100 per cell, and free found 200 per cell. None of the respondents could have participated in an advertising research study in the past 3 months and none could work in a sensitive industry. All the respondents we recruited had to be from firms with $500 Million in revenue and 1,000+ employees world-wide.
The first cell consisted of Strategists (Managers outside Information Technology aka Non-I.T. from primarily strategy and business roles) (n=65 per cell):
- Titles such as VP Marketing, VP Strategic Planning, VP Finance, Chief Marketing Officer, General Manager, Head of Operations, Director of Sales, Director of Planning, VP HR, CFO, Chief Actuary, Controller.
- Must have had influence in making decisions for the hiring of strategic business consulting firms.
- 55% - 65% Male / 35% - 45% Female.
- All were involved in setting strategies, objectives or priorities at the corporate or departmental level.
- All represent mainstream industries.
The second cell consisted of implementers (Information Technology Managers aka. I.T.):
- Respondents had to be working in Information Technologies, MIS, Business Information Systems, Computer Operations, Information Systems or Data Processing.
- Must have had influence in making decisions for the hiring of strategic business consulting firms.
- 55% - 65% Male / 35% - 45% Female.
