25th June 2010, 19:55
Senior - BHPian
Join Date: Jan 2010
Location: Pune / Mysore
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Originally Posted by Dr.AD
Has anybody gone to "Page 26 of the report" which apparently explains the method used? If so, it will be great if you could please explain the above details.
Its actually mentioned in the pdf link attached to the first post. The whole report is there. At the bottom in a box they have mentioned the method used. I'll post it below;
HOW WE |
a look at all the things that
you don’t get to see about
The Hindustan Times-MaRS Car Owner’s
Satisfaction Survey was carried out in April
and May 2010 by MaRS, HT’s knowledge partner
for the project.
The MaRS team selected 1,895 car owners
across 10 cities and towns (Delhi, Mumbai,
Kolkata, Chennai, Bangalore, Hyderabad,
Lucknow, Ludhiana, Ahmedabad and Pune).
Care was taken to ensure a good mix of
cars. Our survey covers 38 models, which
were divided into five categories defined by
the following price bands:
Price band Number of models
Less than Rs 4 lakh 6
Between Rs 4 and 6 lakh 11
Between Rs 6 and 8 lakh 8
Above Rs 8 lakh 9
We went by the on-road price of the base
model of each car in Delhi while deciding on
the segments. We chose this format over the
segmentation followed by the Society of Indian
Automobile Manufacturers (based on length
and engine displacement) as our survey
showed that people first decided on a budget
and then chose a car to fit that budget.
In the satisfaction survey, car owners were
asked to comment on the model they owned.
This allowed us to track — on a scale of
0-1,000 – what they felt about parameters
such as acceleration, quality of components,
fit and finish, service quality etc.
These scores were then consolidated using
a statistically validated method to arrive at
overall scores for each car. This means that
scores across price bands are comparable.
Simultaneously, we also conducted a perception
survey – on parameters not related to
We asked car owners about the best looking
cars, the best family cars, the best cars for
women, etc. in the same price band as the one
they owned – using the same method as
above. Then, to differentiate the perception
survey scores from the satisfaction survey, we
used a statistical device to peg the score of
the top car in each price band at 100 and
indexed the scores of other cars proportionately
against this. Hence, the scores are not
comparable across price bands.
Two caveats will be in order: Cars like
Honda Accord, Honda Civic and Honda City,
which fall into three discrete segments in the
SIAM classification, come in the same category
(above Rs 8 lakh) in the HT-MaRS survey.
Secondly, our survey did not cover cars like
Mercedes Benz, BMW and Audi and high end
SUVs like Honda CRV and Toyota Fortuner