Having listened to the commencement speech of Mr. JD Power himself at my sister's graduation @ CSUN, he spoke of how he revolutionized the business by being creative and selling "credibility". He admitted that there was nothing to his surveys but the credibility of good marketing and survey taking.
It was after this that my scrutiny of the JD Powers & Associates became finely tuned. Listen to the "qualitative" segments that they sell and tout.
Example from their website:
Quote:
Lexus which is considered Highest Ranked Premium Luxury Car in Initial Quality J.D. Power and Associates 2003 Initial Quality Study. Study based on a total of 52,105 consumer responses indicating owner reported problems during the first 90 days of ownership.
Audi Award Information
2002 Automotive Performance, Execution and Layout Study - Oct 8, 2002
Most Appealing Premium Sports Car
J.D. Power and Associates 2002 Automotive Performance, Execution and Layout (APEAL) Study. Study based on 117,838 consumer responses.
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What's a Most Appealing category? and what do they mean by Premium? Also it's not like there is another competitive survey, it's the only one out there as far as I know. All I can say is that I take it with a grain of salt...
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