Using Statistical Design Experiment Methodologies to Identify Customers’ Needs

Huertas-García, Rubén; Consolacion-Segura, Carolina

doi:10.1177/147078530905100110

Cited by 5 publications

(3 citation statements)

References 24 publications

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“…It is a simple procedure that can be implemented in any spread sheet. A description of Yates' algorithm and the use of the normal probability plot can be found in Box et al (2005) and an example in Huertas‐Garcia and Consolación (2009). Tables V and VI show the estimated effects for Spanish and US students, while Figures 1 and 2 show the normal probability plot for selecting a web site's most important effects.…”

Section: Resultsmentioning

confidence: 99%

Cross‐cultural differences in the content and presentation of web sites

Huertas-García

Casas-Romeo²,

Subira³

2013

Kybernetes

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Purpose -Internet is set to be one of the main channels of distribution in the future and already greatly facilitates product evaluation thanks to the information available on the net. The main advantages of electronic shopping over other channels include the reduced costs of searching for products and for product-related information. Research has stressed the importance of quality information in web site design. The perceived utility of a web site depends on the perceived utility of its content (i.e. quality of information on product characteristics) and its presentation of that content. This paper compares the ways in which a web site's content and content presentation affect the product choice of two consumer groups from different cultures. The paper aims to discuss these issues. Design/methodology/approach -The authors conduct an exploratory study to determine the key factors which may be used in a later conclusive research. The authors propose a tool based on the statistical design of experiments to determine the number of significant factors used by two market segments (Spanish and US students) when selecting a bottle of wine sold via a web site. Findings -The authors identify key extrinsic factors of consumers' perceived utility when selecting a bottle of wine from a web site and analyse whether cross-cultural aspects are significant in this choice. The authors assume that web site evaluations made by users from different geographical areas reflect their preferences for more familiar designs.Research limitations/implications -The sample size does not enable us to determine the significance of certain variables. Moreover, the sample is not fully representative of the overall consumer population, and so inferences cannot be made about all consumers. However, since the study is exploratory with a theoretical content, the results can be considered valid. Practical implications -Web page designers need to take into account the cultural characteristics of their target market in the presentation and content of their sites. Originality/value -The internet marketing literature considers cultural differences in web design as a tool to improve user confidence and attitude. However, few studies have examined the effects of the cultural adaptation of web sites on user evaluations. Here, the authors propose a straightforward procedure for calculating the main effects of web site attributes. Yates' algorithm and the normal probability plot, proposed by Daniel, can be implemented in any spread sheet.

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Section: Resultsmentioning

confidence: 99%

Cross‐cultural differences in the content and presentation of web sites

Huertas-García

Casas-Romeo²,

Subira³

2013

Kybernetes

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“…A statistical design of the experiment (SDE) is commonly used in engineering studies and medical analysis, although its origin is in agricultural research (Box et al 1999). However, SDE can also be used outside the scope of engineering and manufacturing production -for example, in service operations (Starkey et al 1997) or marketing and sales (Chevalier 1975;Starkey et al 1997;Huertas-García & Consolación-Segura 2009).…”

Section: Statistical Design Of the Experiments (Sde)mentioning

confidence: 99%

“…Several methods are available for calculating the effects -for example, the Yates algorithm, an example of the use of which can be found in Huertas-García and Consolación-Segura (2009). However, in this work we use the contrasting table of coefficients in which only the eight vector columns are considered -one for the average and the other seven for attributes.…”

Section: The Experimental Designmentioning

confidence: 99%

A Framework for Designing New Products and Services

Huertas-García

Segura

2009

International Journal of Market Research

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Customer satisfaction is an important objective in all areas of business and services. A key issue in today's design activities is to achieve customer satisfaction in an economical way by finding the attributes that are most valuable to customers. In this paper we propose a formal and efficient methodology to design a new service, which is an improvement on a platform service. We propose a methodology to link two tools - the statistical design of experiments (SDE), for data collection, and quality function deployment (QFD), for the development of conceptual alternatives. The focus is only on functional dimensions, but it can be used in symbolic and aesthetic dimensions. The study uses a recent survey on the development of an operations management course curriculum to illustrate the conjoint methodology.

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From Desire To Necessity: The Role Of Emotions, Attitudes, Perception Of Loss, And Subjective Norms

Cruz-Milán¹

2015

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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Using Statistical Design Experiment Methodologies to Identify Customers’ Needs

Cited by 5 publications

References 24 publications

Cross‐cultural differences in the content and presentation of web sites

Cross‐cultural differences in the content and presentation of web sites

A Framework for Designing New Products and Services

From Desire To Necessity: The Role Of Emotions, Attitudes, Perception Of Loss, And Subjective Norms

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