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Evinrude FICHT beats out Yamaha in JD Powers survey
Are you basing this on actual knowledge of the way J.D.Power opertes or are
you basing this on what could happen? In the automotive industry all manufacturers buy them, but only a few get the top rating. "Gould 0738" wrote in message ... So, Gould, are you suggesting Yamaha, and Mercury didn't pay for inclusion in the survey? How about the others? Think they didn't pay to play? The survey company doesn't just wake up some morning, yawn and stretch, and say, "I think it's time to do outboard motors!" What happens in these situations is that the survey company has salespeople who are continuously pitching prospective clients about the incredible value that the marketing research will bring to the company's business. In fact, the survey company will be glad to conduct a survey in the prospect's industry for the small sum of just $XXXXXX.XX. The surveys are performed for individual, corporate, clients. The questions can easily be shaped so that the answers are predictable. Suppose that Anchor Company A agreed to have J.D. Pourboy Surveys do a survey among boaters to determine what sort of ground tackle people prefer. J.D. Pourboy Surveys will charge Anchor Company A a $10,000 retainer, $10 apiece for mailing 4,000 surveys, and another $10k to tabulate the results. (The whole project can be completed by two part time employees in about a month). Now, when JD Pourboy shows up at the Anchor CO office wth survey in hand and says, "Well, we ran the survey. Everybody says your gear is crap and they'd rather use a concrete block on a kite string than one of your anchors and rode"..........you suppose the Anchor Co is going to be happy to write that check for the final $50k? No, no, no. So, how does J.D. Pourboy make sure that Anchor Co come out mile ahead of the competition? Anchor Co is the only maker of anchors that includes a buoy and a release line as standard equipment. Questions are designed that get affirmations from surfey takers that ease of release and the ability to know the anchor's actual position are critically important and make a product better. Another technique is the not-so-blind mailing list. Anchor Co A has the names and addresses of several thousand people who have bought a single Anchor Co A hook, and even the names of several hundred people who have purchased two or three over the years. (satisfied customers) Using the mailing list provided by the Anchor Company itself as a major portion of the survey mailing is a sure way to get a high percentage of favorable responses. When Consumer Reports does a study, you need to buy the magazine to get the information. That's how they make their money. Every pay anything to see the results of a JD Powers Survey? Ask yourself; "How do they make any money?" |