The Use Of 'Respondent-Based Intelligent' Surveys In Cross-National Research
The Experience Of Ford's Product Quality Research In Latin America
Marilyn ParrettFord Motor Company andMichael Francesco AliotoThe RDA Group
The Issue: Bringing the Customer Back into the Design Phase of Market Research
Introduction
The automobile enterprise is an exceptionally competitive and critical industry among the various durable goods producers. A number of factors directly influence automotive customer satisfaction and long-term loyalty. Image, price, financing options, brand, style, customer treatment during the sales and service process, product quality, as well as a number of abstract psychological characteristics[1]...