Document Type
Conference Proceeding
Publication Date
1-1-2019
Abstract
New product development has become an international exercise. One method of designing products is the Kano Method. Although not as popular as discrete choice or conjoint, the Kano Method is being used internationally to design products and services. The question process is not as straight forward as discrete choice or conjoint, and that raises questions of utility of the Kano Method when used internationally. This study shows results vary across countries dramatically.
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Recommended Citation
Latta, Michael, "Reverse and Questionable Responses Using the Kano Method in International Surveys" (2019). Association of Marketing Theory and Practice Proceedings 2019. 30.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2019/30
About the Authors
Michael Latta (PhD Iowa State University) is the former Associate Dean and Associate currently Professor of Marketing in the Wall College of Business at Coastal Carolina University. He has also held business positions in sales, marketing research, product management, strategic planning, and forecasting with AstraZeneca, Boehringer Mannheim, DuPont, and Wyeth. He is also Executive Director of YTMBA, a research and strategy consulting firm specializing in Predictive Analytics.