Research Methodology>>>>>>>>>>>

IDC India conducted a survey among 307 enterprise CIOs, with the objectives being to:

• Develop a brand score of customer satisfaction for different product and service categories; and
• Identify functional and service attributes that drive customer satisfaction.

The survey was conducted in the enterprise space, covering large enterprises across the verticals. The survey was spread across six cities—Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Kolkata. In terms of segments, it covered hardware, software and services. In the hardware category, it was desktops, portables and servers; integration services and outsourcing services made up the software category; and in enterprise management applications, ERP, CRM and SCM were the apps considered.

In each category, a sample size for each brand was fixed. Also, IDC India weighted the results with brand-share to remove anomalies. The sample was made representative to the distribution of the universe—this was necessary to arrive at overall satisfaction scores.

Hence, for every category, parameters were developed separately, using the understanding of the market and the customers therein. However, broad parameters were kept tangible and actionable. At the same time, IDC India asked respondents in isolation about the importance of the attributes, without linking these to the brand—so that important parameters, as prioritized by CIOs, could be arrived at. Also, CIOs were asked to give a rating on certain sets of parameters, depending on usage, to get a clearer picture.

By this methodology, IDC India could get a picture of importance of parameters and overall satisfaction. To arrive at overall satisfaction scores, IDC India measured satisfaction against each of these "importance" parameters and arrived at a weighted score of satisfaction, on a maximum possible total of 100, which makes all the parameters and brands comparable within their scope.

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