Ventana® Models...
Text Box: Ventana showed why common procedures for interpreting surveys give wrong answers for some types of data, and provided more reliable guidelines. Properly analyzed, the survey results showed strong evidence that common survey formats, while effective for examining details of the customer experience or measuring the penetration of marketing messages, are poor instruments for determining the key drivers of customer choice. Understanding causes of customer behavior requires both a dedicated and markedly different surveying scheme, and an analytical approach that triangulates survey data against other kinds of data. These results were consistent with Text Box: Through this work, Ventana discovered ways to revise the survey, the sample, and the analysis procedure, to get more of the knowledge the clients were seeking, more reliably, for less money. Text Box: Ventana's experience and tools allow efficient creation of custom models, fitted to each client's specific needs. Many Ventana® models combine features of the models described on this site. Others fall well outside the range of management problems described here. Text Box: Last Page

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