In the ________ method for assessing customer value, customers are asked how costs of using a new product compare to those of using an incumbent.
A) direct survey
B) importance ratings
C) field value-in-use assessment
D) benchmarking
E) conjoint analysis

Question

Quizplus · Accepted Answer

The field value-in-use assessment method involves asking customers about the costs of using a new product in comparison to those of using an incumbent. This helps in assessing customer value by measuring the benefits of using a new product and comparing them with the costs, in order to determine its value to the customer. Direct survey, importance ratings, benchmarking, and conjoint analysis methods do not specifically focus on comparing the costs of using a new product with those of using an incumbent.

In the ________ Method for Assessing Customer Value, Customers Are