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Market Data Analysis Using JMP by Walter R. Paczkowski

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Surveys for Data Collection

A Focus on Surveys

Surveys are definitely the major source of data for market studies in modern businesses. They're unsurpassed for learning opinions and revealing preferences. Opinions are varied but are usually about the quality of service and performance on key measures or attributes of the product or business. This could include service rep responsiveness, pricing and payment options, delivery promptness, product quality, respect and courtesy, and so forth. Customer satisfaction studies, for example, try to isolate these opinions to measure how well the business is performing, especially relative to the competition.
Understanding preferences is important because they're usually about new product features, ...

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