the questionnaire - · pdf filethe questionnaire. in the following pages, you will find the...

I/05/B/F/PP-154171

imageB.doc of 45 Autore Università degli studi di Trieste

I/05/B/F/PP-154171

File: imageB.doc of 45 2

Index

1. THE QUESTIONNAIRE. 3

2. THE AIM. 7

3. DEFINITION. 7

4. A FIRST IMPORTANT CONSEQUENCE: TO BE ONE LIKE NO ONE. 9

5.A SECOND IMPORTANT CONSEQUENCE: COHERENCE THROUGH ALL THE SOURCES. 10

6. A THIRD IMPORTANT CONSEQUENCE: COHERENCE ALONG TIME. 12

6.1 HOW IS THIS CHANGING? IMPROVING OR DECLINING? 13

7. A FOURTH IMPORTANT CONSEQUENCE: LEGITIMACY. 16

7.1 “PERSONAL” LEGITIMACY 17 7.2 “OTHERS” LEGITIMACY. 18 7.3 “PERSONAL” LEGITIMACY IN COMPARISON WITH “OTHERS” LEGITIMACY. 19 7.4 “OBJECTIVE” LEGITIMACY 22

8.THE VALUE OF THE VALUES. 25

8.1 THE VALUE FOR WHOM? 25 8.2 HOW TO REPRESENT THIS DIFFERENTIAL? 27 8.3 CROSSING THESE TWO CONSIDERATIONS. 27

9. FIRST YES: MEDIAN WITH STANDARD DEVIATION FOR THE VALUES OF EVERY HTE PARTNER. 30

10. SECOND YES: MEDIAN WITH STANDARD DEVIATION FOR EVERY STAKEHOLDER. 36

11. THIRD YES: MEDIAN WITH STANDARD DEVIATION FOR ALL COUNTRIES FOR ALL STAKEHOLDERS. 43

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1. The questionnaire.

In the following pages, You will find the first release of the questionnaire about

image. This questionnaire is the sum of different marketing and semiotic

theories about the image management.

The questionnaire is constituted by 3 sections:

The first one asks about interviewee’s socio-demographical data.

The second one -from point number 1 to 8- contains information related

to how the interviewee judges the HTE image-brand (about coherence

and legitimacy of the HTE image-brand).

The third one -from point number 9 to 10- is a semantic differential

created to describe various values the HTE image-brand can

communicate.

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Questionnaire to identify the image of the Institute - Companies

Explain in this row the Institute You are referring to (i.e This questionnaire refers to Malignani Institute)

Male

Female

Personnel Manager Production Manager Quality Manager Marketing Manager Other ____________________

Age: < 30 31 - 45 46 - 60 > 60

Type of companies: n. of employees ___________ Field of Production/service _____________________

! This Questionnaire should be filled in ONLY to people that know the Institute

1. How have You known about this Institute? Advertisement Open days Word of mouth Friends Past students Families Previous school Other (specify_____________)

(If You have chosen more than one) 2. Have You collected dissenting opinions ?

Yes Only for some aspects

Not at all

3. Do You believe its image has drastically change during the last 5 years?

Yes Only for some aspects Not at all

4. (If You answered positively) how has it changed? Improving declining How?

5. How do You evaluate the reliability of the Institute?

Low High 1 2 3 4 5 6 7

6. How do others evaluate its reliability? Low High 1 2 3 4 5 6 7

7. How much do You trust in this Institute?

Low High 1 2 3 4 5 6 7

8. How much others You trust in this Institute?

Low High 1 2 3 4 5 6 7

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Questionnaire to identify the image of the Institute

9. Now please try to identify the values You associate to this Institute

elite widespread

dynamic static

traditional innovative

Technological /hi tech Handcrafted/ low tech

theoretical practice

Merit system- selective Open – not selective

international local

Flexible Rigid Collaborative with

students Top – down / unidirectional

funny serious

Care to creativity Care to homologation

Reward system Punish system

Religious Secular

Individualism Collectivism

Masculine Feminine

Structured De-structure

Similar to others Different from others

10. Do You know about prices or award taken by this Institute? Yes No

Which ones?

Thanks for Your collaboration

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2. The aim.

The aim of a “image strategy” is to create a unique and coherent image for a

HTE institute toward its different audiences (targets).

So, from this point of view, “brand” and “image” can be thought like two

analogous concepts, with parallel behaviors.

The brand-image that people have about an HTE school/institute orientates

expectations that contribute to influence evaluation of the service/output.

3. Definition.

The brand is1 a vector of sense able to carry values (and this is its immaterial

nature). For example, when a person sees the jeans brand “Levi’s”, it

immediately brings in his/her mind values like freedom, virility and pleasure.

The brand never “tells” directly its values, but tells them through some stories,

through some tales. And so, in this case, the brand Levi’s tells its freedom and

its pleasure creating and communicating some events or stories about its

nature (You can think the stories told in the Levi’s advertisings, for example.

But advertising is only just one of the communication ways). Obviously this

immaterial nature must be constantly linked with the “material” nature. And

so, as regards the HTE, we can’t communicate something that is incoherent

with the true nature of a HTE course.

The brand -thanks to material and immaterial natures- is able to be an

intermediary between the business/ bureaucratic world (ruled by rational

elements) and the consumer world (ruled by emotions).

1 References: Andrea Semprini , La marca (The brand) , Milano, Franco Angeli editore ,1996. Jean-Marie Floch, Semiotics, marketing e communication, Milano, Franco Angeli editore, 1997.

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As we will see, it is possible to measure the HTE image quality thanks to:

The measurement of its oneness (see the chapter “To be one like no one”).

The measurement of its coherence through all the sources (see the chapter

“Coherence through all the sources”).

The measurement of its coherence along time (see the chapter “Coherence

along time”).

The measurement of its legitimacy (see the chapter “Legitimacy”).

The measurement of its values (see the chapter “the value of the values”).

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4. A first important consequence: to be one like no one.

The Brand material nature and the brand immaterial nature allow a brand to

be unique and different from the others.

This differentiation can be seen in the last point of the values list of the

questionnaire about image:

“Similar to others <----->Different to others”

Here we will show You the results HTE by HTE, because every HTE course has

an own story.

It was considered the arithmetic mean in a 1 to 9 scale, where:

“1” means “This institute is completely similar to the others”

“9” means “This institute is completely different to the others”.

HTE institute* Arithmetic mean

(1 to 9)

Bulgaria 6,222

(On 54 valid reply)

Italy

(Borsellino)

7,461

(On 65 valid reply)

Italy

(Malignani)

6,753

(On 73 valid reply)

Lithuania 3,877

(On 57 valid reply)

Spain 5,9

(On 63 valid reply)

*=In Country alphabetic order.

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5. A second important consequence: coherence

through all the sources.

A brand strategy should show a unique and coherent image2 through all the

instruments and sources that it uses; otherwise consumers could be confused

by multi-different images. This is the main axiom of the “integrated

communication” theories.

This theoretical point can be observed in question number 2 of the


“Have You collected dissenting opinions?”


a own story.

2 The coherence is one of the most important features that a HTE image should have. In fact people usually trust in a brand-image only if it is coherent. In other words: - An HTE image, for be trusted by people, should be in keeping with what the HTE really is (see “Legitimacy”). - An HTE image, for be trusted by people, should be in keeping with its past communications (see “Coherence along years”) - An HTE image, for be trusted by people, should be coherent in all its different ways of communication (see “Coherence among different resources”).

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HTE institute* Yes, there were dissenting

opinions about its image

Bulgaria 29 yes on 54 replies

53,7 %

Italy

(Borsellino)

5 yes on 36 replies

13,8 %

Italy

(Malignani)

8 yes on 42 replies

19 %

Lithuania 14 yes on 65 replies

21,5 %

Spain 16 yes on 43 replies

37,2 %


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6. A third important consequence: coherence along time.

A brand strategy should show a coherent image along time; otherwise

users/customers could feel betrayed.

This theoretical point can be seen in questions number 3 and 4 of the


-“Do You believe its image has drastically changed during the last 5

years?”

-“How…?”

We underlined “drastically”, because a little change is normal and desirable

(indeed a company should be abreast of the times), but if there is drastically

change the consumer could feel betrayed by the brand.


a own story.

HTE institute* Yes, there was a

drastically change

Bulgaria 39 yes on 56 valid reply

69,6%

Italy

(Borsellino)

30 yes on 64 valid reply

46,8%

Italy

(Malignani)

23 yes on 41 valid reply

56%

Lithuania 43 yes on 64 valid reply

67,1%

Spain 25 yes on 58 valid reply

43,1%


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6.1 How is this changing? Improving or declining?

The number in the “tube” is the number of replies.

Bulgaria

40

97

0 10 20 30 40 5

"Improving"

"Declining"

"Not compiled"

0

Italy - Borsellino

27

7

31

0 5 10 15 20 25 30 35

"Improving"

"Declining"

"Not compiled"

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Italy - Malignani

13

37

23

0 5 10 15 20 25 30 35 40

"Improving"

"Declining"

"Not compiled"

Lithuania

49

2

15

0 10 20 30 40 50 60

"Improving"

"Declining"

"Not compiled"

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Spain

21

1

43

0 10 20 30 40 5

"Improving"

"Declining"

"Not compiled"

0

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7. A fourth important consequence: legitimacy.

The legitimacy of a HTE-Brand is as produced (by HTE) as recognized (by the

target-audience).

And so: only if a HTE institute has an excellent quality and efficiency (keep

along the time), and only if target-audience recognize these quality and

efficiency, then a certain grade of legitimacy shall born.

In this sense legitimacy can be considered as a concept with two faces:

- The former is the trust. “Trust” is the emotional face of legitimacy (how

do you feel the credibility of the brand).

- The latter is the reliability. “Reliability” is the objective and rational face

of legitimacy (how do you rational think the credibility of the brand)

This theoretical point can be seen in the questions number 5, 6, 7, 8, 10;

assembled in this way:

- Point 5+7 = “personal” legitimacy

- Point 6+8 = “others” legitimacy

- Point 10 = “objective” legitimacy

For be more specific:

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7.1 “Personal” legitimacy

This theoretical point can be seen in questions number 5 and number 7:

- 5. How do You evaluate the reliability of the Institute?

- 7. How much do You trust in this Institute?


“1” = lowest personal legitimacy.

“7” = highest personal legitimacy.

HTE institute* Personal legitimacy Questions n.5 & n.7 (from 1 to 7)

Bulgaria 5** 4,4***

Italy (Borsellino)

5,3 5,4

Italy (Malignani)

5,0 5,0

Lithuania 5,7 5,5

Spain 5,6 5,7


**= Question number 5 average.

***=Question number 7 average.

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7.2 “Others” Legitimacy.

This theoretical point can be seen in questions number 6 and number 8

- 6. How do others evaluate its reliability?

- 8. How much others trust in this Institute?


“1” = lowest personal legitimacy

“7” = highest personal legitimacy

HTE institute* Others legitimacy

Questions n.6 & n.8

(from 1 to 7)

Bulgaria 4,6**

4***

Italy

(Borsellino)

4,8

5

Italy

(Malignani)

5,7

5,6

Lithuania 5,3

4,7

Spain 5,2

5,1


**= Question number 6 average.

***=Question number 8 average.

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7.3 “Personal” legitimacy in comparison with “Others”

legitimacy.

Bulgaria

4,7

4,34,1 4,2 4,3 4,4 4,5 4,6 4,7 4,8

Personal

Others

Italy - Borsellino

5,35

4,9

4,6 4,7 4,8 4,9 5 5,1 5,2 5,3 5,4

Personal

Others

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Italy - Malignani

5

5,65

4,6 4,8 5 5,2 5,4 5,6 5,8

Personal

Others

Lithuania

5,6

5

4,6 4,8 5 5,2 5,4 5,6 5,8

Personal

Others

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Spain

5,65

5,15

4,9 5 5,1 5,2 5,3 5,4 5,5 5,6 5,7

Personal

Others

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7.4 “Objective” legitimacy

This theoretical point can be seen in question number 10:

- Do You know about prices or award taken by this Institute?

It was considered the rate and the number of the “yes” and “no” replies, HTE

by HTE.

Bulgaria

4

51

0 10 20 30 40 50 60

Number "Yes"

Number "No"


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Italy-Borsellino

51

140 10 20 30 40 50 60

Number "Yes"

Number "No"

Italy - Malignani

35

37

34 34,5 35 35,5 36 36,5 37 37,5

Number "Yes"

Number "No"

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Lithuania

43

12

0 10 20 30 40 50

Number "Yes"

Number "No"

Spain

8

53

0 10 20 30 40 50 60

Number "Yes"

Number "No"

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8.The value of the values.

Until now we have saw, for every HTE, if there is a unique and coherent image,

and its consequences. In short, we have saw if any HTE has, or not, a brand

strategy and an image culture.

But it was said, also, that a brand carries some values. Now is the moment to

see how these values are.

This consideration can be done thanks to the “semantic differential” analysis

(the second part of the questionnaire about image).

For the “semantic differential” we need to consider:

1) The value for whom?

Country and/or HTE courses and/or stakeholder and/or they both.

2) How to represent this differential?

Median with standard deviation and/or rate of replies for every point.

8.1 The value for whom?

COUNTRY BY

COUNTRY

(ITALY, SPAIN,

ETC…)

-NOT

CONSIDERING THE

STAKEHOLDERS

- NOT

CONSIDERING THE

HTE COURSE

HTE PARTNER

ANALYSIS OF THE

DATA COME FROM

EACH EXPERO HTE

PARTNER

(DATA ARRIVED

FROM SPAIN-

STUCOM, FROM

ITALY-MALIGNANI,

FROM ITALY-

BORSELLINO,

ETC..)

STAKEHOLDERS:

SIMILAR PUBLICS

(ALL POTENTIAL

STUDENTS,

ALL TRAINEES

STK, ETC…)

- NOT

CONSIDERING

THE COUNTRIES

- NOT

CONSIDERING

THE HTE COURSE

ALL

ALL COUNTRY FOR

ALL HTE COURSE

FOR ALL

STAKEHOLDERS

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These data could

be interesting to

identify a “Country

Bias”:

For example: in a

Country all the

stakeholders use

with difficulty the

extremes of the

value scale.

But w

xcept for Italy,

only 1

e have,

e

HTE institute

for co

nd only one HTE

institute is not

try.

e

data to do

scientific

rison.

In this way we can

y all its

In this way we

can see if there

amongst all the

stakeholders.

an

lder

untry.

A

representative for

the reality of a

whole Coun

In short, we hav

too few

a

compa

see the image

values associated

at every HTE

institution b

are common

elements

own stakeholders. HTE similar

We could find

“HTE stakeho

Bias”.

the potential

ents tends to

“theoretical”

image value

associated to the

In this way we can

see if there are

questionnaires.

We could find an

(for example: all

stud

give a

HTE courses.)

common elements

amongst all the

“HTE questionnaire

Bias”.

(For example: if the

most part of the

have

blank or medium

replies between the

e-

structure” semantic

differential, then

maybe this semantic

ential was not

questionnaires

“Structured and D

differ

understood.

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8.2 How to represent this Differential?

Median with

standard

deviation

T

T

h

intu r data

he median could give of t

e “median with stan

itive method to rep

dard deviation” is

resent simila

a general idea

a excellent and

.

he trend.

Rate of reply for

every point.

For every single

The rate for every poin differential

is more suitable with he

The rate could give a m cise and de

every singular reality.

semantic

differential

t for every single s

terogeneous data.

ore pre

emantic

tailed idea for

8.3 Crossing these two considerations.

Now, crossing t

this value table:

COUNTRY BY

hese two considerations two ain

Values

, and so these tables, it will obt

COUNTRY

(ITALY, SPAIN,

ETC…)

- NOT

CONSIDERING

THE

STAKEHOLDER

S

- NOT

CONSIDERING

HTE PARTNER

ANALYSIS OF THE

DATA COME FROM

EVERY EXPERO HTE

PARTNER

(DATA ARRIVED

FROM THE

SPANISH HTE

COURSE, FROM

ITALY-MALIGNANI

HTE COURSE,

FROM ITALY-

STAKEHOLDER:

SIMILAR PUBLICS

(ALL POTENTIAL

STUDENTS,

ALL TRAINEES

STK, ETC…)

- NOT

CONSIDERING

THE COUNTRIES

- NOT

CONSIDERING

THE HTE COURSE

ALL

ALL COUNTRY

FOR ALL HTE

COURSE FOR

ALL

STAKEHOLDER

S

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THE HTE BORSELLINO,

COURSE ETC..)

MEDIAN

WITH

STANDARD

DEVIATION

NO

have too

YES

We

few

a scientific

data to do

comparison.

The “median with

YES

standard deviation”

is an excellent and

intuitive method to

represent similar

data.

The “median

YES

with

deviation” is a

thod to

data.

standard

excellent and

intuitive me

represent similar

In this case we

heterogeneous

the rate for

oint is

more suitable.

But the

median, in this

case, could

give a general

trend of all the

values.

have

data, and so

each p

idea of the

RATE FOR

EVERY POINT.

FOR EVERY

SINGLE

SEMANTIC

DIFFERENTIA

L

NO

We have too

w data to do

fe

a scientific

comparison.

NO

The “median with

standard deviation”

f

int

is clearer than rate

of reply.

In fact in rate o

reply for every po

for every single

semantic differential

there are too many

data; that could

NO

The “median with

than rate

reply for every

point for every

single semantic

standard

deviation” is

clearer

of reply.

In fact in rate of

differential there

YES

The rate for

every

every single

sem

point for

antic

differential is

more suitable

with

heterogeneous

data; like in

this case.

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3 In this moment we have not this kind of that cdevelop this point of the table.

on. are too many

data; that could

generate

onfusion.

(next step)3

data. “Next step” means ould be interesting in the future to

generate confusi

c

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9. First Yes: median with standard deviation for the

values of every HTE partner.

Here we will present You the graphics about the values of every HTE Expero

partner (the first “yes” in the value table). In these following pictures there will

be a graphical representation of the median going through all values.

At your right we put the standard deviation (SD) . If the standard deviation is

w, then it means that the collected data are well grouped around the average

value. If the standard deviation is high, then it means that the collected data

are very distant.

lo

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SD: standard deviation.

N: Number of completed questionnaires.

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D: standard deviation.

: Number of completed questionnaires.

S

N

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0. Second Yes: median with standard deviation for 1

every stakeholder.

Here we will present You the graphics about the values assigned by every

stakeholder (the second “yes” in the value table). It will be consider only the

stakeholder (all companies, all disadvantaged trainees, all families of

disadvantaged trainees, all organizations, all potential trainees, and all

trainees), without considering countries and HTE courses.

In this way it can be seen if there are common elements amongst all the HTE

similar stakeholders.

We could find an “HTE stakeholder Bias” (for example: all the potential

students tend to give a specific “theoretical” image value associated to the HTE

courses).

In these following pictures there will be a graphical representation of the

median going through all values.

At the right we put the standard deviation (SD). If the standard deviation is

low, then it means that the collected data are well grouped around the average

value. If the standard deviation is high, then it means that the collected data

are very distant.

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D: standard deviation.

questionnaires.

S

N: Number of completed

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11. Third Yes: median with standard deviation for all

Countries for all stakeholders.

Here it will present You the graphics about the values assigned by all Countries

and by all stakeholders (the third “yes” in the value table).

In other words, we will show You firstly all the data collected on the basis of all

Countries, secondly all the data collected on the basis of all stakeholders.

In this way it can be seen if there are common elements amongst all the

questionnaires.

We could find an “HTE questionnaire Bias”; for example: if the most part of the

questionnaires have blank or medium replies between the “Structured and De-

structure“ semantic differential, that could represent a lack in the

questionnaire.

In these following pictures there will be a graphical representation of the

median going through all values.

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