调查称平板电脑总体满意度下降 低价成买家首要考虑
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如果你是苹果（Apple）首席执行官蒂姆•库克，你们公司所销售的是市场上售价最高的各类计算设备，那你必须高度关注消费者满意度调查——用库克的话说，是“客户满意度”。 然而，去年秋天，苹果遭遇了挫折，这家公司在库克常常提到的JD Power满意度评级中输给了三星（Samsung）。 不过，去年秋天的那次评级有些令人摸不着头脑：iPad明明获得了22颗星却屈居第二，而三星仅获得了18颗星却摘得桂冠。（参见J.D. Power的模糊数学。） 在市场调查机构JD Power于上周三进行的后续调查中，苹果夺回了冠军宝座。不过，较之此前苹果在五个类别中有四个类别获得五星满分的出色表现，其领先优势有所缩小（此次苹果得分830，而三星得分822）。 我们去年秋天了解到，JD Power评级中评分与排名相矛盾的原因在于，本文所附的两张图表展示的完全是两码事。两张图表的根据都是对2,513位平板用户的调查，受访者对自己在五个领域的体验进行评分，满分为1000分。 JD Power所关心的结果已经在它的新闻稿中用柱状图展示出来了，是通过将调查中的各类别评分与各类别权重相乘得出的结果。各类别的权重分别为：性能（ 28％）、操作方便性（22％）、功能（22％）、造型和设计（17％）、价格（11％）。 |
If you're Tim Cook, Apple (AAPL) CEO, and you sell the most expensive computing device in every category in which you compete, you have to pay a lot of attention to surveys of consumer satisfaction -- or, as Cook calls it, "customer sat." So it was a setback last fall when Apple lost to Samsung in one of those J.D. Power satisfaction ratings that Cook so often cites. It was also something of a mystery: The iPad had scored 22 gold stars to Samsung's 18 but somehow came in second. (See J.D. Power's fuzzy math.) In the follow-up survey J.D. Power published Wednesday, Apple retook the lead -- albeit by a narrower margin (830 to Samsung's 822) than suggested by the five gold stars it scored in four of five categories. The reason for the discrepancy, as we learned last fall, is that the two attached charts show very different things. Both are based on a survey of 2,513 tablet owners who were asked to rank, on a scale of 1,000, their experience in those five categories. The results J.D. Power cares about -- the ones cited in its press release and illustrated by the bar chart -- are derived by multiplying the survey results by a weighting factor: Performance (28%); ease of operation (22%); features (22%); styling and design (17%); and cost (11%). |
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上方图表中那些黄色“Power圆圈”也源自同一份平板调查，但不反映原本0到1000分的评分。相反，它们表现的是各公司产品在同类产品中的相对地位，比如“名列前茅”、“表现平平”等。 这样一套系统通常行之有效。但有时也会出现自相矛盾的情况：Power圆圈得出的结论与总体评级得出的结论相冲突，去年秋天就是如此，其实今年春天也是，只不过程度有所减轻。 不出所料，在此类调查中，苹果在“价格”类别的评分不高。不过，蒂姆•库克可能对JD Power的最新重要发现感到满意： • 低价是2014年用户选择平板时的首要考虑，25％的平板用户称，价格是自己选择目前所用平板品牌的首要原因，而2013年这一比例仅为21％。 • 2012年以来，平板电脑的平均购买价下降了53美元（2014年为337美元，而2012年为390美元）。 • 总体满意度下降了18分（总分为1000分），从2012年的853分下降到了2014年的835分。（财富中文网） 译者：项航 |
Those gold "Power Circles" in the top chart are derived from the same tablet survey, but don't reflect the original 0 to 1,000 scale. Rather, they show where each company's products stand relative to its competitors -- "among the best," "about average," etc. This system usually works pretty well. But from time to time, signals get crossed: The Power Circles say one thing and the overall rating says another, as they did last fall and, to a lesser extent, this spring. Cost, not surprisingly, is what hurts Apple in these surveys. But Tim Cook can take some satisfaction of his own in J.D. Power's latest key findings: • Lower price is the No.1 reason for tablet choice in 2014, with 25 percent of current tablet owners citing price as the main reason for selecting their current brand, compared with 21 percent in 2013. • Since 2012, the average purchase price of a tablet has decreased by $53 ($337 in 2014 vs. $390 in 2012). • Overall satisfaction has decreased by 18 points to 835 on a 1,000-point scale in 2014 from 853 in 2012. |
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