Process Steps
- Compile a list of features and options; this can enhanced with customer focus groups.
- Develop cost estimates for alternative feature levels.
- Segment customers into groups of interest, and set quotas for each group.
- Develop educational materials to support the survey.
- Conduct Marketor℠ trade-off survey; alternative survey media are available.
- Compile and analyze survey results.
- Present executive summary and recommendations.
- Deliver database and supporting analysis to staff.