Case
Teaching Notes
Supplementary Resources
Abstract
Ramesh is the founder of a startup ‘Artistically Yours’. Ramesh wants the company to create a marketplace which brings together artists who can sketch a portrait and consumers who want to get a portrait sketched. Ramesh and his friend Vijay have conducted exploratory research and now want to conduct confirmatory research. The case discusses how they use the insights from the exploratory research to prepare a questionnaire for conducting confirmatory research. The case can be used to discuss different exploratory research techniques, how to interpret the findings of exploratory research and questionnaire construction.
This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2024 Sage Publications, Inc. All Rights Reserved
Resources
Exhibit 1: The research questions and associated mapping keys for primary research
Decision Question | Research Question | Mapping Key |
Should the fledgling “Artistically Yours” business be launched on a larger scale? | Why do consumers prefer customized products? | A-1 |
Will consumers prefer a hand drawn portrait of themselves as a keepsake? | A-2 | |
What drives gifting behavior of the consumers? | A-3 | |
What is the frequency with which customers gift products to someone? | A-4 | |
Will a customized gift be preferred to one bought off the shelf? | A-5 | |
Will the current product being offered be preferred as a gift? | A-6 | |
What is the preferred medium of exchange for customized products? | A-7 | |
What is the maximum price that customers will pay for the current product? | A-8 | |
Assuming that a decision is made to launch the business. Who should be the target of our business? | What product attributes are preferred by customers and in what order? | B-1 |
What is the best way to segment the market? | B-2 | |
Which segment is most likely to purchase the product? | B-3 |
Exhibit 2: The final questionnaire
Dear Respondent,
Thank you very much for consenting to participate in this survey. It will not take more than 15 minutes to complete and will be invaluable in helping our company understand our customers better. The survey will be administered by a representative who will guide you through the questions. Please ask him/her anything that you feel may help you answer the questions better.
You will also be shown a sample product and be asked to evaluate it. Kindly take your time in assessing the product and feel free to ask the representative any questions that you may have.
Thanking you again for your kind co-operation.
Question 1
In the last one year, approximately how many times have you given a gift to someone? You may choose ONLY ONE OPTION from those given below.
I have NOT given any gift in the last year. | |
1‒3 times | |
4‒7 times | |
7‒10 times | |
Greater than 10 times |
Question 2
A list of relationship categories is listed below. Please rank them in the order of gifting frequency. For instance, if you gift MOST OFTEN to people in your immediate family, give them a rank of 1 which signifies the most frequent gifting target. There are 6 ranks available (1 to 6, with 1 indicating most frequent and 6 indicating least frequent)
Rank | Category |
Immediate family (Parents, grandparents, siblings, children) | |
Non-immediate family (Uncles, cousins and other distant relations) | |
Close friends | |
Acquaintances | |
Colleagues (may include co-workers, teachers, managers, etc.) | |
Girlfriends or lovers |
Question 3
There may be many reasons for giving a gift. A list of statements is given below. Indicate your agreement or disagreement with these statements based on the scale given next to each statement. Please choose only ONE OPTION per statement.
Statement | Strongly Disagree | Disagree | Neither agree Nor Disagree | Agree | Strongly Agree |
A gift serves as a PERMANENT REMINDER of the relationship between me and the person receiving it. | |||||
I give gifts to REWARD people for something that they have done. | |||||
Giving a gift is a SOCIAL CUSTOM or a TRADITION. | |||||
I give gifts as a token of my LOVE, AFFECTION or FRIENDSHIP. | |||||
I give gifts because NOT GIVING ONE may seem inappropriate or rude (COMPULSION) | |||||
I have no specific reason for gifting, it just OCCURS to me from time to time. | |||||
I give gifts to IMPRESS the receiver. |
Question 4
A list of attributes is given below. Please evaluate each word given below and select a number indicating how accurately you think it describes the characteristics of an ideal gift. Choose a plus number for words that describe the ideal gift more accurately and a minus number for attributes that you think do not describe it accurately. The more accurately a word describes an ideal gift, the larger the number you must choose.
+5 | +5 | +5 | +5 | +5 | +5 | +5 |
+4 | +4 | +4 | +4 | +4 | +4 | +4 |
+3 | +3 | +3 | +3 | +3 | +3 | +3 |
+2 | +2 | +2 | +2 | +2 | +2 | +2 |
+1 | +1 | +1 | +1 | +1 | +1 | +1 |
Expensive | Unique | Personalized | Memorable | Practical | Surprise Value | Top Brand |
−1 | −1 | −1 | −1 | −1 | −1 | −1 |
−2 | −2 | −2 | −2 | −2 | −2 | −2 |
−3 | −3 | −3 | −3 | −3 | −3 | −3 |
−4 | −4 | −4 | −4 | −4 | −4 | −4 |
−5 | −5 | −5 | −5 | −5 | −5 | −5 |
Instructions for Administration: There may be some ambiguity regarding the meanings of these words. Use the following cards to indicate what each word is meant to signify.
- Expensive: You spend an amount that you think is above what people normally spend on gifts
- Unique: The product is one of a kind, and cannot be bought or found very easily.
- Personalized: The product has been customized to suit the person it is being gifted to, and cannot be bought off the shelf
- Memorable: The product will serve as a constant reminder to the recipient of the relationship he/she shares with you.
- Practical: The gift can be used for some practical purpose like a cell phone or a laptop.
- Surprise Value: The gift is something that the receiver scarcely expected.
- Top Brand: The product is from a brand that is widely recognized as being from a top brand in a category.
Question 5
Indicate in the scale given below your preference for customized gifts. If you are indifferent towards customized gifts, please choose 0, which signifies neutrality.
−3 | −2 | −1 | 0 | +1 | +2 | +3 |
Highly unpreferred | Unpreferred | Somewhat unpreferred | Neutral | Somewhat preferred | Preferred | Highly Preferred |
Question 6
Given below is a set of statements regarding CUSTOMIZED gifts. Indicate your agreement or disagreement with these statements based on the scale given next to each statement. Please choose only ONE OPTION per statement.
Statement | Strongly Disagree | Disagree | Neither Agree nor Disagree | Agree | Strongly Agree |
A customized gift is INDICATIVE of personal involvement in choosing a gift | |||||
A customized gift is likely to be VALUED more by the person receiving it. | |||||
A customized gift is likely to be more EXPENSIVE than one bought off the shelf. | |||||
A customized gift is a better indicator of EMOTIONAL INVOLVEMENT with the person receiving it. |
Question 7
(Survey taker presents portrait to respondent)
Consider the product that you have just been shown. It is a pencil sketch that has been drawn to specification by a professional artist based on a photograph given to him. Any photograph, be it that of a person or an event or a thing (building, house, etc.) can be professionally reproduced in this manner.
If you were considering giving a gift to someone, would you choose to give such a product as a gift? Indicate the likelihood of your giving this product as a gift in the scale given below.
−3 | −2 | −1 | 0 | +1 | +2 | +3 |
Highly Unlikely | Unlikely | Somewhat Unlikely | Neutral | Somewhat Likely | Likely | Highly Likely |
Question 8
Would you consider buying a product similar to this for PERSONAL USE? Please answer yes or no or undecided.
By personal use we mean a framed hand drawn pencil sketch that will be not be given to someone else. Instead, you may choose to set the sketch on your study table or display it in your living room.
Yes | |
No | |
Undecided |
Question 9
Given below is a statement regarding the product you have just seen, please indicate how strongly you agree or disagree with it on the scale given alongside the statement.
Statement | Strongly Disagree | Disagree | Neither agree nor Disagree | Agree | Strongly Agree |
This product fits the definition of being CUSTOMIZED |
Question 10
A list of attributes is given below. Please evaluate each word given below and select a number indicating how accurately you think it describes the characteristics of THE PRODUCT SHOWN TO YOU. Choose a plus number for words that describe the PRODUCT more accurately and a minus number for attributes that you think do not describe it accurately. The more accurately a word describes THE PRODUCT, the larger the number you must choose.
+5 | +5 | +5 | +5 | +5 | +5 | +5 |
+4 | +4 | +4 | +4 | +4 | +4 | +4 |
+3 | +3 | +3 | +3 | +3 | +3 | +3 |
+2 | +2 | +2 | +2 | +2 | +2 | +2 |
+1 | +1 | +1 | +1 | +1 | +1 | +1 |
Expensive | Unique | Personalized | Memorable | Practical | Surprise Value | Top Brand |
−1 | −1 | −1 | −1 | −1 | −1 | −1 |
−2 | −2 | −2 | −2 | −2 | −2 | −2 |
−3 | −3 | −3 | −3 | −3 | −3 | −3 |
−4 | −4 | −4 | −4 | −4 | −4 | −4 |
−5 | −5 | −5 | −5 | −5 | −5 | −5 |
Instructions for Administration: There may be some ambiguity regarding the meanings of these words. Use the following cards to indicate what each word is meant to signify.
- Expensive: You spend an amount that you think is above what people normally spend on gifts
- Unique: The product is one of a kind, and cannot be bought or found very easily.
- Personalized: The product has been customized to suit the person it is being gifted to, and cannot be bought off the shelf
- Memorable: The product will serve as a constant reminder to the recipient of the relationship he/she shares with you.
- Practical: The gift can be used for some practical purpose like a cell phone or a laptop.
- Surprise Value: The gift is something that the receiver scarcely expected.
- Top Brand: The product is from a band that is widely recognized as being from a top brand in a category.
Question 11
In the last one year what is the average amount in INR that you have spent PER gift you have given? PLEASE TICK ONLY ONE OPTION
0‒200 | |
200‒400 | |
400‒600 | |
600‒800 | |
800‒1000 | |
1000‒1500 | |
1500‒2000 | |
2000+ |
Question 12
In the last one year what is the MAXIMUM amount in INR that you have spent on each gift you have given? PLEASE TICK ONLY ONE OPTION.
0‒200 | |
200‒400 | |
400‒600 | |
600‒800 | |
800‒1000 | |
1000‒1500 | |
1500‒2000 | |
2000+ |
Question 13
How much will you be willing to pay for the product you have just seen? Indicate only one option.
I will be willing to pay the following amount
A maximum of INR 200 | |
A maximum of INR 400 | |
A maximum of INR 600 | |
A maximum of INR 800 | |
A maximum of INR 1000 | |
A maximum of INR 1500 | |
A maximum of INR 2000 | |
A maximum of INR 3000 | |
Any price above INR 3000 | |
I will not buy this product at all |
Question 14
On what occasions do you think this product will make an appropriate gift? A list of occasions is given below, please choose the appropriateness accordingly.
Occasion | Highly Inappropriate | Inappropriate | Neutral | Appropriate | Highly Appropriate |
Weddings | |||||
Anniversaries (wedding, first date, etc.) | |||||
Birthdays | |||||
Festivals | |||||
House warming | |||||
Reward for some achievement | |||||
Events such as Valentine’s day, Mother’s day, etc. | |||||
Graduation | |||||
THIS PRODUCT IS NOT APPROPRIATE FOR ANY OCCASION. Tick if YES |
Question 15
Given below is a list of categories (of people known to you). For each category, please indicate your likelihood of gifting them the product that has been shown to you.
Category | Highly Unlikely | Unlikely | Somewhat Unlikely | Neutral | Somewhat Likely | Likely | Highly Likely |
Immediate family (Parents, grand parents, siblings) | |||||||
Non-immediate family (Uncles, cousins and other distant relations) | |||||||
Close friends | |||||||
Acquaintances | |||||||
Colleagues (may include co-workers, teachers, managers, etc.) | |||||||
Girlfriend or lover |
Question 16
To get a drawing like this made, a photograph must be given to a professional artist, who will draw it. The sketch has then to be framed and sent to the desired recipient. Given below is a list of statements regarding how this transaction can take place. Indicate your level of agreement or disagreement with each of the statements given below.
Statement | Strongly Disagree | Disagree | Neither agree nor Disagree | Agree | Strongly Agree |
I would prefer to carry out this transaction in person, where I can meet someone and hand over a photograph that I want drawn. | |||||
I would prefer to upload the photograph on the internet and then wait for the drawing to be shipped. | |||||
I am uncomfortable with uploading photographs onto a website. | |||||
I am indifferent to the mode in which the transaction is conducted | |||||
I will not buy the product at all. Please tick if applicable |
Question 17
Given below is a list of statements regarding gift buying behavior. Indicate on the scale given next to each statement, your level of agreement or disagreement.
While answering these questions, imagine you are buying gifts for the person to whom you give gifts more frequently or a person you are very close to.
Statement | Strongly Disagree | Disagree | Neither agree nor Disagree | Agree | Strongly Agree |
I enjoy the process of choosing and buying a gift | |||||
I usually spend a lot of time doing buying a gift. | |||||
I plan my gift shopping well in advance. | |||||
I usually purchase only those items that have practical value. | |||||
I find it very difficult to choose an appropriate gift. | |||||
I know exactly what I have to buy. | |||||
I do not buy gifts well in advance and wait till the last moment to buy them. | |||||
I will not buy the product at all. Please tick if applicable |
Question 18
This portion of the study measures how you perceive the product that was shown to you. You are required to judge the product on a series of descriptive scales bounded at each end by a one of two bipolar adjectives. Please choose the location on the scale which best indicates how accurately one or the other adjective describes what the product means to you.
Expensive | Cheap | |||||||
Useless | Useful | |||||||
Authentic | Fake | |||||||
Simple | Complex | |||||||
Modern | Outdated | |||||||
Boring | Exciting | |||||||
Realistic | Unrealistic |
Question 19
Please provide the following information regarding your age.
Below 21 years | |
21‒25 years | |
26‒35 years | |
36‒45 years | |
46‒55 years | |
Above 55 years | |
Refuse to answer |
Question 20
Please provide the following information regarding your current occupation.
Student | |
Professional | |
Self-employed | |
Housewife | |
Social work | |
Refuse to answer |
Please provide the following information regarding your educational qualification
High School and below | |
Graduation | |
Post – Graduation and above | |
Refuse to answer |
Question 21
If you are a graduate, please choose your specialization from the list of choices below.
Engineering | |
Science or Mathematics | |
Commerce and Accounting | |
Arts and Humanities | |
Law | |
Others (Please specify) |
This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
2024 Sage Publications, Inc. All Rights Reserved