A Visual Approach for Identifying Consumer Satisfaction Segments

Abstract

Much of today's consumer  satisfaction research relies on ratings obtained through the administration of consumer surveys.  A key  item of interest to the researcher is the existence of underlying segments in the market place. Such information can be uncovered by studying the shape of the distribution of the obtained consumer satisfaction measure. The shape of this distribution can for example provide insights on the number and size of the underlying segments in the market place. This paper discusses various approaches available for graphing the distribution of consumer satisfaction     responses and demonstrates the use and benefits of a proposed non-parametric method.