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Case studies

The use of criteria rating and customer role play as an aid to problem definition

A multi-disciplinary group was asked to place itself in the position of each customer class and, without reference to the candidate product, derive a list of criteria by which they would judge the value of a chemical mower. They were then asked,...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Ian Donald Farquharson
Company: Shell Global
June 15, 1984
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Citation

Farquharson , I. D. (1984a, June 15). The use of criteria rating and customer role play as an aid to problem definition. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-use-of-criteria-rating-and-customer-role-play-as-an-aid-to-problem-definition