The use of 'respondent-based intelligent' surveys in cross-national research

This paper describes the methodological evolution of Ford Motor Company's product quality research in Latin America.

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]...

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