Citation:

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.

Instrument:

(not published with the original article)
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:

    _________________________________________________________________
  
    _________________________________________________________________

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