SABRE Lecture

Question 1

Diagnostic Analysis:

Answer 1

• Looks to the past

- Looks at how customers perceive offerings and how those perceptions explain performance

Question 2

Perceptual Map:

Answer 2

• Works through direct elicitation (Customers SAY what they like)
• Give an easy way to spot opportunities and niches that are not currently served in the market

Question 3

Conjoint Analysis:

Answer 3

• Indirect Elicitation

- Infers relative importance of product features