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Methods for Researching Customer Value Internal engineering assessment Field value-in- use assessment Focus-group value assessment Direct survey questions Conjoint analysis Benchmarks Compositional approach Importance ratings Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 7-1

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Page 1: Kotler_MM_14e_07_sppt_15-15

Methods for Researching Customer Value

Internal engineering assessment

Field value-in-use assessment

Focus-group value assessment

Direct survey questions

Conjoint analysis Benchmarks Compositional

approach Importance ratings

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 7-1

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