K N Rajendran, department of marketing, will present "Indentifying Attributes That Really Matter." Businesses are greatly interested in identifying product attributes that really matter to customers. In the present exploratory study, we are applying the Kano method (a survey technique primarily used in quality management) to evaluate the nature of various attributes of an institution of higher learning, in the context of college choice. Of particular interest to us are attributes that have a significant impact on customer satisfaction.
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