In the ________ method for assessing customer value, customers are asked how costs of using a new product compare to those of using an incumbent product.
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 asks customers about the costs of using a new product compared to using an incumbent product, making it the best choice for this question. Direct survey, importance ratings, benchmarking, and conjoint analysis are all different methods for assessing customer value but do not specifically ask about the costs of using a new product versus an incumbent product.

In the ________ Method for Assessing Customer Value, Customers Are