Tuesday, December 12, 2006


The research included the following ten interviews. Two different sets of questions were asked to professionals and hybrid owners. Four professionals were interviewed from different industries to give a rounded view. The second set of interviews with six hybrid owners took place in late 2006.

List of Interviews:
B1. Professionals Interview Template
B2. Management Consultant (Booz Allen Hamilton)
B3. Sales Consultant (San Francisco Honda)
B4. Research Engineer (Chevron)
B5. General Manager (Yellow Cab Cooperative of San Francisco)
B6. Consumers Interview Template
B7. David Simoni (Civic owner)
B8. James Acheson (Insight owner)
B9. Dr. Sanjit Sengupta (Prius owner)
B10. L.L. (Prius owner)
B11. Susan (Lexus SUV owner)
B12. Dr. Norma Carr-Ruffino (Prius owner)

The interviews were conducted via email, telephone and in person. The names of the participants remained confidential or disclosed with permission. The relevant content was weaved into the text as “oral history” and cited as “interview with author.”


San Francisco State University
John Acheson

895: Interview Questions

1. Where are you from?
2. What is your profession?
3. Do you own a hybrid electric vehicle?
4. Can you give your definition of a hybrid electric vehicle?
5. What do you think about hybrids?
6. What do you think is motivating consumers to buy hybrids?
7. What do you think are some unmet needs of hybrid consumers?
8. What do you think is causing the shortage of hybrids?
9. What companies do you think will lead hybrid manufacturing?
10. What strategic moves would you make to lead hybrid manufacturing?
11. What do you think are the key factors for success in making hybrids?
12. How do you think making hybrids can achieve above average profits?
13. Could you name some companies that have strong hybrid producing strategies?
14. What are some strengths and weaknesses among the companies you mentioned?
15. How do you feel about those companies’ prices and costs?
16. What strategic issues do those companies face?
17. How do you think the hybrid niche will evolve?
18. How do you think hybrids will affect the global automobile industry?
19. What do you think about the technology required to make hybrids?
20. What technologies do you think will come from hybrids?
21. What do you think would be the most competitive hybrid strategy?
22. How do you think automakers can lower the costs of making hybrids?
23. How do you think automakers can increase hybrid quality and performance?
24. What do you think are some issues that the automobile industry is facing?


San Francisco State University
Master of Business Administration
John Acheson
1471 Jackson St Apt 4
San Francisco, CA 94109
(415) 290-7767


The author, John Acheson, will interview five to ten “content experts” to “report oral history”[186] in a research project titled “The Hybrid Phenomenon.” Paraphrasing or direct quotes will appear in the body of the text with footnotes. The outcome of this project will be a research report to be filed in the graduate office of San Francisco State University’s College of Business.

1. What do you do for a living?
2. Why do you think hybrids have become so popular?
3. Could you tell your story about why you decided to buy a hybrid?
4. How did the supply and demand of oil affect your decision?
5. How did environmental considerations such as emissions, smog and air pollution affect your decision?
6. How did political tensions over oil, war and the Middle East affect your decision?
7. How did education, knowledge and intelligence about hybrids affect your decision?
8. How did the influence of popular culture affect your decision?
9. How did the price of gas affect your decision?
10. Did other costs and benefits such as taxes, parking and tolls matter?
11. How did the different hybrid technologies affect your decision?
12. How did the strengths and weaknesses of the different car companies affect your decision?

The following closing questions will be asked on a voluntary basis:

• How would you like your identity to be acknowledged (i.e. name, occupation, “consumer,” “hybrid driver,” anonymous etc.) in the report?
• Would like to a final copy of the report? (If so, please provide an email address that can accept a large PDF electronic document.)

[186] Mary Richards, SFSU IRB Human Subjects Protection Office, key phrases “content experts,” “reporting” and “oral history” provided and approved as protocols that DO NOT involve Human Subjects, via phone conversation on October 17, 2006.

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