Dorothy Leonard-Barton and Isabelle Deschamps, "Managerial Influence in the Implementation of New Technology", Management Science, Oct, 1988, Vol 34, No 10, pp 1252-1265.
INTRODUCTORY EXPLANATION
This instrument is a guide for a telephone interview.
Strength of the management message about the innovation was measured by
items 13a and 13c.
Perceived management support was measured by items 26, 31c, and 31j.
Personal innovativeness towards this type of innovation was measured by
items 31f, 31g, and 31k.
Job-determined importance (need) for the innovation was measured by item
10b.
Subjective importance of the task for which the innovation could be used
was measured by items 11a and 11b.
Skill on the task for which the innovation could be used was measured by
items 9 and 11c.
Skill in software was measured by items 5 and 6.
Physical accessibility of the innovation was measured by the second and
last two (out of 18) characteristics of the innovation listed in
question 27.
Interpersonal communication about the innovation was measured by item 15.
Training received and job performance were measured by items 12 and 34
respectively.
The remainder of the items in this instrument were not used in this
study.
"PRODUCT-NAME", "COMPANY-NAME", and "EMAIL-NAME" have been substituted
for the actual company and product which was studied.
Note: text which was underlined in the original instruments is
presented in bold italics.
1986 SURVEY ON PRODUCT-NAME
TELEPHONE INTERVIEW GUIDE
ID NUMBER: ____________________________________
SEX: ______ M ______ F
GROUP: ______ 1984 SURVEY ONLY
______ 1984 AND 1985 SURVEYS
______ 1985 SURVEY ONLY
PERMISSION TO RECORD ______ NO ______ YES
FILLED OUT BLANKS WITH THE INFORMATION AVAILABLE FROM PAST INTERVIEWS
(QUESTIONS 1 TO 7, 12, 20 21, AND 22)
ASK QUESTIONS 1 TO 7 ONLY IF SOME INFORMATION IS MISSING
1. How many years have you been configuring at COMPANY-NAME?
______ years
2. Have you ever configured computer systems elsewhere?
______ no ______ yes
IF YES: How many years? ______ years
3. What job did you hold before you started selling computers? _____
_________________________________________________________________
_________________________________________________________________
4. What field was your major academic training in? CHECK MOST
APPLICABLE:
______ Social Sciences ______ Computer Science
______ Math ______ Physical Sciences
______ Arts/Languages/Literature ______ Engineering
______ Business ______ Other (WRITE IN)______
5. I would like to know something about your skills as a software user
and programmer. As I read some descriptive phrases, please tell me
if they represent YOUR USE of computers (in general) or not. CHECK
ALL THAT APPLY; WRITE COMMENTS BELOW
____ I use software packages on COMPANY-NAME systems (e.g. COMPANY-EMAIL)
when I need to.
____ I have used or can use many different software packages (not just on
COMPANY-NAME systems).
____ I enjoy playing around with software packages (e.g. at home with a PC).
____ In the past, I programmed proficiently in at least one language (e.g.
BASIC, FORTRAN, COBOL, PASCAL, PL1, or other).
____ I still do some programming myself in one or more languages.
____ At one time in my life, I made my living as a programmer or systems
analyst.
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
6. Then on a scale of 1 to 7, where 1 means limited use of software and
7 means real "computer jock", where would you place yourself?
1 2 3 4 5 6 7
Limited use Jock
7. Have you ever heard of PRODUCT-NAME?
______ NO ______ YES
(All respondents included in our sample should have answered YES)
IF YES: when did you first hear of it? _____________(Month/Year)
8. I assume you are still selling computers?
______ YES ______ NO
IF NO: Why?_________________________________________________
_________________________________________________
Since when? _________________________________________
IF RESPONDENT STOPPED CONFIGURING MORE
THAN SIX MONTHS AGO, TERMINATE INTERVIEW.
IF RESPONDENT STOPPED CONFIGURING LESS THAN
SIX MONTHS AGO, ASK THE FOLLOWING QUESTIONS UNDER "IF YES."
IF YES: What percent of the configuration for quotation do you
actually DO (or were you doing) yourself? ______%
IF LESS THAN 100%: who does the configuration when you
don't?
_________________________________________________________
IF LESS THAN 50%: Why?
_________________________________________________________
_________________________________________________________
IF RESPONDENT DOES (DID) LESS THAN 50% HIMSELF/HERSELF,
TERMINATE INTERVIEW, WITH THANKS.
9. On a scale of 1 to 7, how would you rate your own skill as a manual
configurer (without PRODUCT-NAME), where 1=Adequate but Beginner
and 7=Expert (As good as anyone can be?)
1 2 3 4 5 6 7
Adequate Expert
(but Beginner) (as good as
anyone can be)
10a. We need some idea of what kind of systems you are configuring.
Last quarter (April-June, 1986) approximately how many written
quotations (not orders) did you issue for the following new
systems? (Note: COUNT EACH CPU IN A CLUSTER SEPARATELY.)
Any of FAMILY - 1
Any of FAMILY - 2
Any of FAMILY - 3
Any of FAMILY - 4
List of Product # New List of Product # New
Family System Quoted Family System Quoted
____________ ___________ ____________ __________
____________ ___________ ____________ __________
____________ ___________ ____________ __________
____________ ___________ ____________ __________
____________ ___________ ____________ __________
10b. For about what percent of those quotations could you use a
configuration you had already done for the same or another customer
just as it was, with no changes? ______%
How about with very minor changes? ______%
For the next several questions, I'm going to be referring to a list of 6
activities which salespeople have said are of importance to them and which
require skills. You should have received a COMPANY-EMAIL of such a list.
Have you? This list is titled "ACTIVITIES" and begins by "Face-to-Face
Selling." Do you have this list near you?
IF YES: PROCEED TO QUESTION 11.
IF NO: Do you have a piece of paper and a pencil handy? I will give
you the list of activities. You don't have to write the
entire list down. Just jot down a word or two as a reminder
of what the activities are. I'll be asking you to rank in
order these 6 or 7 activities a number of different ways.
Ready?
The first activity is "face-to-face" selling....
- READ LIST SLOWLY
- REPEAT KEY PHRASES AFTER EACH
11a. You notice we didn't include travel or other activities that require
no skill. First, I would like you to rank this group of activities
according to which is the most important to do well in order to
succeed at your job. What is the most important? What is second
most important? (Etc.)
b. Next, let's RANK IN DESCENDING ORDER the activities, according to
which gives you the most satisfaction (you like to do
best). In this ranking, think of configuration as manual
(without PRODUCT-NAME which is the most satisfying?
Second most? (Etc.)
c. Finally, please RANK the activities according to your level of skill
in doing them, where 1 means you are most skilled in this activity.
Again, consider manual configuration (without
PRODUCT-NAME). In which are you the most skilled?
Second most? (Etc.)
A B C
Activities Important Satisfying Skilled
1. Face-to-Face selling
(prospecting, presenting,
closing) _________ _________ _________
2. Other selling (developing)
competitive strategies,
sales plans). _________ _________ _________
3. Sales support (answering
technical questions) _________ _________ _________
4. Configuration _________ _________ _________
5. Administrative work
(reports, correspondence,
records, etc.) _________ _________ _________
6. Other internal COMPANY-NAME
work (cross-functions
coordination, supervision,
etc.). _________ _________ _________
FOR QUESTIONS 12 AND 13, YOU WILL HAVE TO CHECK WITH THE RESPONDENT
IF THERE IS ANY CHANGE TO HIS (HER) ANSWERS, AND TO COMPLETE
MISSING INFORMATION (e.g., 13c)
QUESTION 12: IF PREVIOUS ANSWER WAS YES GO TO
QUESTION 13. IF IT WAS NO, ASK QUESTION 12 AGAIN.
12. Have you ever been trained in PRODUCT-NAME?
______ NO ______ YES*
*IF YES, who directed you to train? (Position, not name)
_________________________________________________________
ASK QUESTIONS 13c to 20 OF ALL RESPONDENTS.
13. Have you been directed to use PRODUCT-NAME?
______ NO ______ YES*
*IF YES:
a) Who did you hear this from and how?
Who: (Position, not name) _______________________
b) How: (Memo? Spoken communication?) ______________
c) Did he/she require that you use PRODUCT-NAME
or only suggest use?
CHECK ONE: ______ Suggested Only ______ Required
14. How many salespeople do you know who use PRODUCT-NAME? (In general,
including people outside your own office)
______ Salespeople
15. On the whole, have you heard more positive or more negative
information about PRODUCT-NAME through the grapevine?
(Very or Somewhat?)
-2 -1 0 +1 +2
Very Somewhat Neutral/ Somewhat Very
Negative Negative Equal Positive Positive
16. Based on your current state of familiarity with PRODUCT-NAME and
judging PRODUCT-NAME as it is right now (without any speculation
about future improvements), what is your overall opinion of it
as a piece of software, compared to other pieces of software
you use? Please use a scale of 1 to 7, where 1 = very poor and
7 = excellent.
1 2 3 4 5 6 7
Very
Poor Excellent
17. On a scale of 1 to 7 please evaluate PRODUCT-NAME as a productivity
tool, where 1 = very poor and 7 = excellent.
1 2 3 4 5 6 7
Very
Poor Excellent
18. Do you know anyone who is a real advocate for PRODUCT-NAME?
______ NO ______ YES*
*IF YES:
a) About how many such advocates do you know? ____(Number)
I would like you to choose the one advocate whom you found
most convincing, and to answer the following (general)
questions about him/her:
b) What is his/her position? (Not Name) _______________________
c) Has he/she ever personally used PRODUCT-NAME? ____NO ____YES
d) Was his/her advice influential in your decision whether or not
to use PRODUCT-NAME (CHECK ONE)
______ NO
______ YES ______VERY or ______SOMEWHAT
19. Do you know anyone who doesn't like PRODUCT-NAME to the extent
that he/she would discourage others from using it?
______ NO ______ YES*
*IS YES:
a) About how many such individuals do you know? _____(Number)
Again, I would like you to choose the one person whom you
found most convincing, and to answer the following (general)
questions about him/her:
b) What is his/her position? (Not Name) ________________________
c) Has he/she ever personally used PRODUCT-NAME?
____NO ____YES
d) Was his/her advice influential in your decision whether or not to
use PRODUCT-NAME
______ NO
______ YES ______Very or ______ Somewhat
QUESTION 20: CHECK ANSWER ON PREVIOUS SURVEY(S)
-IF NO, ASK QUESTION 20 AGAIN.
-IF YES, CHECK IF INFORMATION FOR QUESTIONS 21-22
IS COMPLETE AND GO TO QUESTION 23.
20. Have you personally ever tried PRODUCT-NAME (other than in a
training session)?
______ NO ______ YES
IF NO: What is the major reason you have not tried PRODUCT-NAME?
(GO TO QUESTION 27)
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
IF YES: CHECK 21 AND 22 FOR COMPLETENESS, GO ON FROM 23.
21. When did you first use it? _______________________ (Month/Year)
22. What event or person triggered your decision to try PRODUCT-NAME?
_________________________________________________________________
23. Are you still using PRODUCT-NAME?
______ NO ______ YES
IF YES: Of the quotations you sent out last
quarter for new systems (refer to Question 10 for
number), for about what percent did you use PRODUCT-NAME?
______ %
IF NO: (Respondent has discontinued using PRODUCT-NAME):
What is the major reason that you stopped using PRODUCT-NAME?
____________________________________________________________
____________________________________________________________
____________________________________________________________
24. There are at least three possible ways of using PRODUCT-NAME:
Please tell me which of the following ways you use PRODUCT-NAME
the most? [READ a-c; CIRCLE LETTER]
a) using PRODUCT-NAME to verify your manual
configurations;
b) using PRODUCT-NAME to help you
complete the design of manual configurations you
start;
c) use PRODUCT-NAME to select the correct components,
without performing a manual
configuration first.
Please indicate whether the following two statements apply:
Never, Rarely, Sometimes, Frequently, or Very Frequently.
25a. I learn how to configure from observing PRODUCT-NAME:
1 2 3 4 5
Never Rarely Sometimes Frequently Very Frequently
b. I use PRODUCT-NAME OUTPUT (e.g., room layout or cabinet
pictures) in presentations to customers.
1 2 3 4 5
Never Rarely Sometimes Frequently Very Frequently
26. Would you use PRODUCT-NAME even if it were not pushed by
management?
(Definitely or Probably?)
1 2 3 4 5
Definitely Probably Don't Probably Definitely
Not Not Know Yes Yes
* * * * * * * * * *
27. For the next question, I'm going to be referring to a list of
characteristics of PRODUCT-NAME and will ask you to rate PRODUCT-
NAME on a scale of 5 to 1, where 5 = very good and 1 = very poor
(even if you have never used PRODUCT-NAME). You should have
received a hard copy of such a list. Have you? This list is
titled "POSSIBLE CHARACTERISTICS OF PRODUCT-NAME". Do
you have this list near you?
IF YES: please read rapidly the entire list.
IF NO: no problem, I will read you the list of
characteristics. This list is quite long,
but each characteristic could be easily
described by one or two words.
TO ALL RESPONDENTS:
As I read each item of the list, I would like you to rate PRODUCT-
NAME on a scale of 5 to 1, where 5 = very good and 1 = very poor,
and 3 = neutral. The first characteristic is "Accuracy..."
(READ LIST SLOWLY; REPEAT KEY WORD AFTER EACH CHARACTERISTIC)
What is your opinion of PRODUCT-NAME on this first characteristic?
How would you rate PRODUCT-NAME, Good, poor, or neutral? Very
or Somewhat?
The second characteristic is "Response Time," etc...
Very Very PRODUCT-NAME
Good Good Neutral Poor Poor CHARACTERISTICS
5 4 3 2 1 N/A ___ Accuracy of configuration
5 4 3 2 1 N/A ___ Response time
5 4 3 2 1 N/A ___ Impressing customers
5 4 3 2 1 N/A ___ Helpful in learning
configuration skills
5 4 3 2 1 N/A ___ User support (e.g., hot
lines, documentation)
5 4 3 2 1 N/A ___ Ease of use (user
friendliness)
5 4 3 2 1 N/A ___ Reliability of software
(bug-free)
5 4 3 2 1 N/A ___ Up-to-date
5 4 3 2 1 N/A ___ Functionality (supports
many different configuration
tasks)
5 4 3 2 1 N/A ___ Has management support
5 4 3 2 1 N/A ___ Providing useful hard copy
output (e.g. floor layout)
5 4 3 2 1 N/A ___ Demonstrating artificial
intelligence
5 4 3 2 1 N/A ___ Saving time on configuration
5 4 3 2 1 N/A ___ Robustness
5 4 3 2 1 N/A ___ Reducing configuration errors
5 4 3 2 1 N/A ___ Easy to learn
5 4 3 2 1 N/A ___ Accessibility (Do you have
the necessary hardware?)
5 4 3 2 1 N/A ___ Availability (Is it running
on a machine you can use?)
___ Other (WRITE IN) ___________
________________________________
28. Now I would like you to go back to the list of characteristics
and name the ones that are most important to you. (CIRCLE THOSE
SELECTED ON LIST OR WRITE IN CHARACTERISTICS EXACTLY
AS STATED)
29. Do you expect to use PRODUCT-NAME on a regular basis in the
future? (Definitely or Probably?)
1 2 3 4 5
Definitely Probably Probably Definitely
No No Yes Yes
30. Please indicate whether the following statements apply Never, Rarely,
Sometimes, Frequently, or Very Frequently.
a. Other salespeople seek help on configuration from me.
1 2 3 4 5
Never Rarely Sometimes Frequently Very Frequently
b. I can do a better job of configuring than PRODUCT-NAME.
1 2 3 4 5
Never Rarely Sometimes Frequently Very Frequently
c. I have suggested to some sales reps that they try PRODUCT-NAME.
1 2 3 4 5
Never Rarely Sometimes Frequently Very Frequently
d. I have recommended to some sales reps that they NOT use PRODUCT-NAME
right now.
1 2 3 4 5
Never Rarely Sometimes Frequently Very Frequently
31. Please agree or disagree with the following statements. (Strongly or
Somewhat?)
a. PRODUCT-NAME offers a real advantage over manual configuration.
1 2 3 4 5
Disagree Disagree Neutral Agree Agree
Strongly Somewhat Somewhat Strongly
b. I need a tool like PRODUCT-NAME.
1 2 3 4 5
Disagree Disagree Neutral Agree Agree
Strongly Somewhat Somewhat Strongly
c. My unit manager wants me to use PRODUCT-NAME.
1 2 3 4 5
Disagree Disagree Don't Agree Agree
Strongly Somewhat Know Somewhat Strongly
d. Within the next 3-4 years, COMPANY-NAME will change to selling
mostly standard systems.
1 2 3 4 5
Disagree Disagree Don't Agree Agree
Strongly Somewhat Know Somewhat Strongly
e. I can't afford the time to try out new sales tools.
1 2 3 4 5
Disagree Disagree Neutral Agree Agree
Strongly Somewhat Somewhat Strongly
f. I leave it to others to work out the bugs in the new sales
tools before I use them.
1 2 3 4 5
Disagree Disagree Neutral Agree Agree
Strongly Somewhat Somewhat Strongly
g. Among the sales reps, I will be first (or among the first)
to try out new sales tools [NOT JUST PRODUCT-NAME].
1 2 3 4 5
Disagree Disagree Neutral Agree Agree
Strongly Somewhat Somewhat Strongly
h. My customers appreciate the artificial intelligence aspects
of PRODUCT-NAME.
1 2 3 4 5
Disagree Disagree Don't Agree Agree
Strongly Somewhat Know Somewhat Strongly
i. I dislike being told I have to use a particular sales tool
(such as PRODUCT-NAME).
1 2 3 4 5
Disagree Disagree Neutral Agree Agree
Strongly Somewhat Somewhat Strongly
j. My district manager supports my using PRODUCT-NAME.
1 2 3 4 5
Disagree Disagree Don't Agree Agree
Strongly Somewhat Know Somewhat Strongly
k. I use only those sales tools that have a proven track record.
1 2 3 4 5
Disagree Disagree Neutral Agree Agree
Strongly Somewhat Somewhat Strongly
l. There is no need to check the configurations of standard systems.
1 2 3 4 5
Disagree Disagree Neutral Agree Agree
Strongly Somewhat Somewhat Strongly
A couple of final questions:
32. About how many quotations do you do per order generated? _______
33. About how many configurations do you do per quote? ______
34. What % of your sales quota did you meet for FY '86? ______%
THANK YOU VERY MUCH FOR YOUR TIME AND PATIENCE!
If you would like to receive a brief summary of our study findings,
please provide an address:
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________