Abstract
This chapter examines how managers can quantitatively assess product design outputs. Specifically, the chapter will demonstrate how to implement an award-winning product design scale published in the Journal of Marketing. Following that, the chapter will instruct readers how to segment results from the first survey, using another scale published in the Journal of Consumer Research.
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Notes
- 1.
Alexo is the hypothetical brand that lies at the heart of Sunil Thomas, Mohammad Reza Habibi, and Steven Chen’s working paper on product design titled “The Mediation Effect of Brand Attitudes on Product Design.”
- 2.
A scale is an instrument that a researcher uses to measure something. In business contexts, a scale is a survey questionnaire that measures things such as customer satisfaction and preference.
- 3.
Remember that the Homburg et al. (2015) product design scale is reverse-scaled meaning that a lower mean represents a more positive evaluation and vice versa.
References
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Chen, S. (2019). Product Design Analytics. In: The Design Imperative. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-78568-4_12
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DOI: https://doi.org/10.1007/978-3-319-78568-4_12
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