HUMAN PRACTICE

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QUESTIONNAIRE

Overview

To discover the potential markets and consumer groups of biosynthetic cordycepin, we conduct a questionnaire.

Through Factor Analysis and Cluster Analysis, we divide the entire questionnaire into four parts.

According to the results of Frequency Analysis, we intend to publicize our biosynthetic cordycepin combined with traditional Chinese medicine (TCM) via new media. Small profits but quick turnover are thought to be a better way to expand the market.

Then we make a Correlation Analysis for exploring the traits of consumer groups further. It showed that middle-aged and aged people who prefer traditional Chinese medicine (TCM) are more likely to buy Cordyceps militaris, while young people who know transgene are more willing to accept biosynthetic cordycepin.

Multiple Regression shows that in terms of the degree of the influence, the degree of understanding of the transgene is more important than the degree of preference for traditional Chinese medicine. We are happy that the public generally supports the biosynthetic cordycepin.

Objectives and Methods

To explore attitudes towards cordycepin in the public mind and find out the potential markets and consumer groups of biosynthetic cordycepin, we conduct a questionnaire.

Brainstorm is the first to determine the purpose and method of the investigation. When designing the questionnaire, we refer to books (Best Practice for Survey Research, Good practice in the conduct and reporting of Survey Research, SURVEY FUNDAMENTALS) to manage to make a high-quality questionnaire as scientifically as possible. To reduce the geographical impact and increase the amount of the data, we distribute and collect on the Internet. And we use SPSS for data analysis.

Figure. 1 The flow of questionnaire investigation

In data analysis, we collate and preprocess the data first. Then we analyze the backgrounds of the sample to certify the data’s representativeness and universality. The questionnaire questions are classified by factors Analysis and Cluster Analysis to facilitate subsequent analysis. Frequency Analysis helps us find some obvious conclusions, while Correlation Analysis helps us find potential connections. Finally, Regression Analysis made to quantify public support for our project.

Figure. 2 The frame of data analysis

Details

Additional information

We put several analysis procedures in "supplementary materials 1".
Questionnaire is in "supplementary materials 2".
We simplify the questions of the questionnaire, please refer to "supplementary materials 3".

If you want to learn more details about the principles of the analysis, please refer to Wikipedia.

1. Background

A total of 1318 questionnaires are received and 1296 of them are valid. After analysis, we know it has a male-female ratio of about 2:3 and includes participants of different regions, occupations, age groups and educational backgrounds (refer to "supplementary information 1" for more details). As a result, the results are representative and extensive and data analysis is meaningful.

2. Classification

To verify whether the structure of the questionnaire is in line with expectations, we perform a Factor Analysis and a Cluster Analysis first, intending to divide the entire questionnaire into several parts reasonably.

We extract factors with eigenvalues greater than 1, and there are 3 of them. As shown in the composition matrix (Fig 3), factor 1 represents public cognition of Cordyceps militaris, factor 2 represents the public understanding of the transgene, and factor 3 represents the public support for biosynthetic cordycepin. This indicates that the questionnaire can be roughly divided into these three parts.

Figure. 3 Rotated Component Matrix The form shows each variable (questionnaire question) scores in factor 1, 2, 3.

Furthermore, we made a Cluster Analysis. According to the dendrogram (Fig 4 (a)), we intend to classify the questionnaire questions into three categories. The horizontal icicle (Fig 4 (b)) clearly shows the members in each category. The three categories are: 1. Public Understanding of the transgene. 2. Backgrounds of the sample. 3. Public cognition of Cordyceps militaris. This confirms the results of the Factor Analysis.

Figure. 4 Cluster Analysis (a) Dendrogram. We intend to classify the questionnaire questions into three categories. (b) Horizontal Icicle. It clearly shows all the members in each category.

From the above analysis, we divide the questionnaire questions into four parts: 1. Backgrounds of the sample. 2. Public cognition of Cordyceps militaris. 3. Public support for biosynthetic cordycepin. 4. Public support for biosynthetic cordycepin, which consists of the original design of the questionnaire. In subsequent analysis, we mainly refer to this taxonomy.

3. Frequency Analysis

Then we make a Frequency Analysishoping to come to several conspicuous conclusions.
The following chart (Fig 5) shows the scores of public preferences for traditional Chinese medicine (green), public support for Cordyceps militaris (red) and public support for biosynthetic cordycepin (blue).

Interestingly, much public is not familiar with Cordyceps militaris but full of interest in biosynthetic cordycepin. Therefore, we can gain public favor much more by publicizing the superiority of our methods.

Additionally, the chart reveals that most participants aren’t opposed to traditional Chinese medicine, and nearly half of them like it. So we think it’s a good way to combine it with traditional Chinese medicine when promoting our products.

Figure. 5 Comparison of the scores (a) Dendrogram. We intend to classify the questionnaire questions into three categories. (b) Horizontal Icicle. It clearly shows all the members in each category.

As shown below, people who know Cordyceps militaris mainly learn through books, the Internet and people around. Therefore, we consider increasing publicity with the help of new media.

Figure. 6Ways of knowing Cordyceps militaris

The following chart shows the reasons why people support or oppose biosynthetic cordycepin. Supporters take the potential, efficiency, and safety into account, while opponents take the unsafety, nutrient loss, and environmental protection into account. It also demonstrates that both groups keep a watchful eye on prices. Therefore, we try to establish the market by small profits but quick turnover.

Figure. 7 Reasons for support and opposition (a) It shows the reasons why people support biosynthetic cordycepin. (b) It shows the reasons why people oppose biosynthetic cordycepin.

What’s more, we draw word clouds (Fig 8) to visualize these reasons. It may take advantage of publicity and promotion.

Figure. 8 Word Clouds

4. Correlation Analysis

Besides, we tend to discover the internal relationship between the questions in the questionnaire, so as to accurately target the consumer groups. Therefore, we make a Correlation Analysis. Red represents a positive correlation and blue represents a negative correlation. And the circle is bigger, the association is stronger. From the correlation matrix, we can draw the following conclusions:

1. There is a strong correlation between questions 7, 8, 9 and 10. They represent the public understanding of Cordyceps militaris.
2. The results have a certain relation with the age but have nothing to do with the educational experience.
3. Preferences for traditional Chinese medicine, understanding of transgene and genetically modified food (GMF) are also potential factors that may influence the results.

Figure. 9 Correlation matrix Red represents positive correlation and blue represents a negative correlation. And the circle is bigger, the association is stronger

According to the above conclusions, we separate the entire data according to age, preferences for traditional Chinese medicine, understanding of transgene and understanding of genetically modified food. Thereafter we calculate the average value of each question. We found that:

1. Middle-aged and aged people know more about Cordyceps militaris and genetically modified food, but young people are more willing to support the biosynthetic cordycepin.
2. The preference for traditional Chinese medicine is positively correlated with the understanding of Cordyceps militaris.
3. The degree of understanding of the transgene is positively correlated with the degree of understanding of Cordyceps militaris, the degree of supporting biosynthetic cordycepin, and the degree of understanding of genetically modified food.
4. The relationship between the degree of understanding of genetically modified food and others is not clear.

Figure 10. Means | (a) separate by age. (b) separate by the preference for traditional Chinese medicine. (c) separate by the understanding of transgene. (d) separate by the understanding of genetically modified food.

From the above, it can be summarized that middle-aged and aged people who prefer traditional Chinese medicine are more likely to purchase Cordyceps militaris, while young people who know transgene are more willing to accept biosynthetic cordycepin.

Therefore, spreading synthetic biological knowledge, enhancing the publicity of transgene and orienting younger age may be more effective ways to popularize our products.

5. Regression Analysis

Finally, meaning to quantify public support for our project, we make a Multiple Linear Regression Analysis.

We eliminate irrelevant variables by the step-by-step method first and found that public attitudes towards transgene and traditional Chinese medicine might affect the degree of support for our project. Specific relations are as follows:

The degree of support for biosynthetic cordycepin = the degree of preference for traditional Chinese medicine *0.146 + the degree of understanding of transgene *0.243 + 2.558.

The above formula shows that: in terms of the degree of the influence, the degree of understanding of the transgene is more important than the degree of preference for traditional Chinese medicine. We are happy that the public generally supports the biosynthetic cordycepin.

Figure 11. Regression Analysis | (a) We eliminate irrelevant variables by the step-by-step method. (b) The degree of support for biosynthetic cordycepin = the degree of preference for traditional Chinese medicine *0.146 + the degree of understanding of transgene *0.243 + 2.558