J. D. Power surveyed the quality of 2011 cars and found that new tech
features take toll on quality. One bright exception: Honda. I just
wonder how they could tell so early in a model year how that quality
will turn out in the long run. In any case, interesting reading:
the only thing even vaguely "interesting" about any j.d. power "survey"
is their methodology. years ago, i used to work for a company that did
various product surveys. i'm telling you how it used to work because i
have no reason that jdp's methodology is any different.
1. the noobs would survey a sample of users and tabulate the results.
2. middle management would review and, um, "adjust" the numbers based on
what our competition's numbers said, and of course, their "gut".
3. the corner office would review these "draft" numbers over lunch with
the highest paying client du jour and return with the "finals" which
then went to print.
being the young and naive stage 1 guy at that time, i asked why we
didn't save the time and money with the stage 1 survey and just go
straight to stage 2 or even 3. answer: "so that we're seen to be doing
real survey work".
so, there you have it. jdp does real survey work. but i'll bet you a
week old donut hole that those survey numbers don't end up as the
published numbers without "additional input" from the people whose
products are being surveyed and whose ads are making the publication
the process i outlined is direct personal experience. it may sound
cynical, but it's true.
depends what's at stake. if it's auto-generated, from a near 100%
sample rate and close to real-time, sure. if it's a small percentage of
potential population, not real time, has massive general implication,
and results get "reviewed" my management sensitive to the reaction of
recipients, then pretty much "no".
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