• Publisher: J.D. Power, CA, USA
  • Authors: Lee Quintanar, Peter Trujillo, Jeremy Watson

Abstract:

A survey and non-survey evaluation of three competitive automotive websites was done during the task of an online build of a new vehicle order. This proposal describes an integration of survey and non-survey (facial emotions) research methods, and demonstrates an actionable synthesis of survey and non-survey approaches to improve the quality of decisions that business managers make.

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