Originally Posted by drblank
Any of these customer satisfaction surveys are based on the criteria and sample size and results. I wouldn't even use cost as a factor because it's not a consideration when the price of the products are so close to one another. One product being $50 to $100 difference is not a big deal when dealing with products at that price level. As long as I can afford either product, cost is not an issue. It's everything else that's important.
I think it's important to remember a few factors here:
1. This is a survey of people who have already bought the product.
2. Android buyers tend to be techies who have already done a lot of research and know exactly what they are buying. iPad buyers may be techie, but they can just as easily be someone with little technical knowledge. Buyers that have researched and know what they are buying are probably going to be more satisfied than someone who only has a general idea of what a tablet is supposed to do.
3. These are all relatively new customers - most people aren't going to say that their new toy is too complicated or underperforming, but they may be willing to say that they think it is expensive. There's a little bit of prestige there btw, techies are more likely to be proud that they have done their shopping and didn't overpay, whereas the "bling" factor for non-techies is often that they spent more for the "cool" device.
4. Again, these are buyers in the first year of ownership. Being techie, more Android purchasers are probably willing to buy a new device every year at the refresh. Non-techies are more likely to buy the device and keep it longer. Who gets the better value? ... the person who hangs on to the device for 2 or 3 years, but they are more likely to think that a tablet is an expensive device as opposed to someone who is conditioned to buy at every refresh.
It's easy to see how JD Power could end up with these results even without intentionally screwing with the data. But as I mentioned before, surveys tell more about the questioner and the questions than the answers. If you wanted to get the opposite answer, it would be easy enough to prime the survey by asking how long the purchaser planned to own the device before asking if they thought it was good value. Not only would it provide more accurate data - that iPads tend to be useful longer, but it would also trigger the thought in the respondents that if they had a device that they were going to hold onto longer (or that maintained its resale price better) maybe they wouldn't think it was so expensive.