Research can not be larger than the survey conclusions can not be larger than the data.docVIP

 PAGE \* MERGEFORMAT 9 Research can not be larger than the survey conclusions can not be larger than the data Recently, JD Power Asia Pacific has announced the ‘2006 China Sales Satisfaction Index survey report ‘, the industry outcry, and people in the industry lament that its’ research results’ baked speed, while the results of its crash inevitably marked with a series of question marks, so cooked up the credibility of the annual report to go to where I do not want to go deeper, just want to ‘share’ of the report, the results and attract valuable comments to the auto industry, consumer satisfaction with a wide range of research evaluation mind you, do not ‘ theme first ‘(the first set answers, propositions),’ argument is greater than the data ‘,’ research is greater than investigate ‘! Generally speaking, a research activity broadly include ‘target setting’, ‘sample collection’, ‘data analysis’, ‘indicators of measurement’ and other processes. The first is ‘target setting’, I believe that the automotive industry and services, consumer satisfaction research report, target setting should be combined with our country’s socio-economic and cultural backgrounds, automotive branded consumer property, auto sales and service position and auto sales service processes, etc. , the initial establishment of the automobile industry customer satisfaction index system. Indicator system should normally be divided into three levels, sales and service customer satisfaction for the overall evaluation indicators (super indicators). At the same time according to the meaning of customer satisfaction and sales services, features, car design 3 branded consumer properties of an indicator, that is, customer perception of product quality, sales, customer perception of service prices for sales and customer complaints. Then an index is subdivided into two indicators, such as car environment, sales personnel service level, service attitude, sales and service processes, sales and service it