首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
What happens when you combine product design skills, high-powered market research techniques, and abundant customer data? Too of
What happens when you combine product design skills, high-powered market research techniques, and abundant customer data? Too of
admin
2018-07-10
60
问题
What happens when you combine product design skills, high-powered market research techniques, and abundant customer data? Too often, the result is devices that suffer from "feature creep" or the return of billions of dollars’ worth of merchandise by customers who wanted something different after all. That kind of waste is bad enough in normal times, but in a downturn it can take a fearsome toll.
The trouble is that most customer-preference rating tools used in product development today are blunt instruments, primarily because consumers have a hard time articulating their real desires. Asked to rate a long list of product attributes on a scale of 1 ("completely unimportant") to 10 ("extremely important"), customers are apt to say they want many or even most of them. To solve that problem, companies need a way to help customers sharpen the distinction between "nice to have" and "gotta have."
Some companies are beginning to pierce the fog using a research technique called "Maxdiff" (Maximum Difference Scaling), which was pioneered in the 1990s. It requires customers to make a sequence of explicit trade-offs. Researchers begin by amassing a list of product or brand attributes that represent potential benefits. Then they present respondents with sets of four or so attributes at a time, asking them to select which attribute of each set they prefer most and least. Subsequent rounds of mixed groupings enable the researchers to identify the standing of each attribute relative to all the others by the number of times customers select it as their most or least important consideration.
A popular restaurant chain recently used MaxDiff to understand why its expansion efforts were failing. In a series of focus groups and preference surveys, consumers agreed about what they wanted: more healthful meal options and updated decoration. But when the chain’s heavily promoted new menu was rolled out, the marketing team was dismayed by the results. Customers found the complex new choices confusing, and sales were sluggish in the more contemporary new outlets. The company’s marketers decided to cast the range of preferences more broadly. Using MaxDiff, they asked customers to compare eight attributes and came to a striking realization. The results showed that prompt service of hot meals and a convenient location were far more important to customers than healthful items and modern furnishings.
The ability to predict how customers will behave can be extremely powerful. Companies planning cross-border product rollouts need a tool that is free of cultural bias. And as customer tastes fragment, product development teams need reliable techniques for drawing bright lines between customer segments based on the features that matter most to each group. Companies are starting to apply MaxDiff analysis to those issues as well.
Which of the following would be the most appropriate title of the text?
选项
A、What Do Customers Really Want
B、How to Use Preference Rating Tools
C、Why Maxdiff is Better in Measurement
D、How to Run a Successful Restaurant Chain
答案
A
解析
文章一直围绕客户的需求来展开。首先说现在所用到的大多数客户偏好评价工具不好,因为它们不能体现客户到底需要什么,接着介绍一种能够测出客户真正需求的新方法——最大差异量表,并以一个“连锁餐饮企业扩张店面失败”的实际案例来分析其应用,最后说这种方法很有用,所以文章题目最可能为A项的内容——顾客真正想要什么。
转载请注明原文地址:https://kaotiyun.com/show/Kw6Z777K
0
考研英语一
相关试题推荐
Ifyouhaveeverwonderedhowanelephantsmells,scientistshavetheanswer.ResearchershavediscoveredthatAfricanElephants
Ifyouhaveeverwonderedhowanelephantsmells,scientistshavetheanswer.ResearchershavediscoveredthatAfricanElephants
WhenPaulGorski,thefounderofanorganizationcalledEdChange,visitscollegesanduniversitiestoadvisethemoncampusdive
WhenPaulGorski,thefounderofanorganizationcalledEdChange,visitscollegesanduniversitiestoadvisethemoncampusdive
TheEU’sclimatechiefisseekingtoextendthebloc’srenewableenergytargets,inamoveapparentlydesignedtoprotectthegr
TheEU’sclimatechiefisseekingtoextendthebloc’srenewableenergytargets,inamoveapparentlydesignedtoprotectthegr
You’veheardoftheAmericandream,right?【F1】TheAmericandreamwasthismachinewebuilttogetridofuncertaintyandcreate
You’veheardoftheAmericandream,right?【F1】TheAmericandreamwasthismachinewebuilttogetridofuncertaintyandcreate
Thefollowingparagraphsaregiveninawrongorder.ForQuestions41-45,youarerequiredtoreorganizetheseparagraphsintoa
随机试题
劳动合同期限三个月以上不满一年的,试用期不得超过________;劳动合同期限在一年以上不满三年的,试用期不得超过________;三年以上固定期限和无固定期限的劳动合同,试用期不得超过________。
我国十大军事原则的核心是()
以下属于银行业监督管理机构可采取的监管措施的有()。
ABC会计师事务所接受委托,审计X公司2011年度的财务报表。A注册会计师了解和测试了与应收账款相关的内部控制,并将控制风险评估为高水平。A注册会计师取得2011年12月31目的应收账款明细表,并于2012年1月15日采用积极式函证方式对所有重要客户寄发了
A注册会计师负责审计甲公司2012年度财务报表。如果判断甲公司将不能持续经营,但财务报表仍然按照持续经营假设编制,注册会计师应当出具的审计报告意见类型是()。
质量为1kg的物体,从坐标原点由静止开始出发,在水平面内沿x轴正向运动,其所受合力方向与运动方向相同,合力大小为F=3+2x(SI制),物体在开始运动的3m内,合力所做的功是()。
【2015广西】一天,孔子的学生子路问:“听到一个很好的主张,要立即去做吗?”孔子答:“家有父兄,怎能自作主张。”冉求问:“听到一个很好的主张,需立即去做吗?”孔子答:“当然应当立即去做。”公西华对此很不理解,孔子说:“冉求遇事畏缩不前,所以要鼓励他去做。
如果上帝愿意而且能够制止罪恶的话,今天世上就不应该有罪恶。我们不得不承认,或者上帝愿意扑灭世界上的罪恶但是他做不到;或者他能够做到,但是他不愿意做;或者他既不愿做,又做不到。因此,我们可以认为( )。
程序流程图中带有箭头的线段表示的是()。
AlthoughtheAmericancivilizationtookoverandreplacedthefrontieroveracenturyago,theheritageofthefrontierisstill
最新回复
(
0
)