調查稱平板電腦總體滿意度下降 低價成買家首要考慮
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????如果你是蘋果（Apple）首席執行官蒂姆?庫克，你們公司所銷售的是市場上售價最高的各類計算設備，那你必須高度關注消費者滿意度調查——用庫克的話說，是“客戶滿意度”。 ????然而，去年秋天，蘋果遭遇了挫折，這家公司在庫克常常提到的JD Power滿意度評級中輸給了三星（Samsung）。 ????不過，去年秋天的那次評級有些令人摸不著頭腦：iPad明明獲得了22顆星卻屈居第二，而三星僅獲得了18顆星卻摘得桂冠。（參見J.D. Power的模糊數學。） ????在市場調查機構JD Power于上周三進行的后續調查中，蘋果奪回了冠軍寶座。不過，較之此前蘋果在五個類別中有四個類別獲得五星滿分的出色表現，其領先優勢有所縮小（此次蘋果得分830，而三星得分822）。 ????我們去年秋天了解到，JD Power評級中評分與排名相矛盾的原因在于，本文所附的兩張圖表展示的完全是兩碼事。兩張圖表的根據都是對2,513位平板用戶的調查，受訪者對自己在五個領域的體驗進行評分，滿分為1000分。 ????JD Power所關心的結果已經在它的新聞稿中用柱狀圖展示出來了，是通過將調查中的各類別評分與各類別權重相乘得出的結果。各類別的權重分別為：性能（ 28％）、操作方便性（22％）、功能（22％）、造型和設計（17％）、價格（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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????上方圖表中那些黃色“Power圓圈”也源自同一份平板調查，但不反映原本0到1000分的評分。相反，它們表現的是各公司產品在同類產品中的相對地位，比如“名列前茅”、“表現平平”等。 ????這樣一套系統通常行之有效。但有時也會出現自相矛盾的情況：Power圓圈得出的結論與總體評級得出的結論相沖突，去年秋天就是如此，其實今年春天也是，只不過程度有所減輕。 ????不出所料，在此類調查中，蘋果在“價格”類別的評分不高。不過，蒂姆?庫克可能對JD Power的最新重要發現感到滿意： ????? 低價是2014年用戶選擇平板時的首要考慮，25％的平板用戶稱，價格是自己選擇目前所用平板品牌的首要原因，而2013年這一比例僅為21％。 ????? 2012年以來，平板電腦的平均購買價下降了53美元（2014年為337美元，而2012年為390美元）。 ????? 總體滿意度下降了18分（總分為1000分），從2012年的853分下降到了2014年的835分。（財富中文網） ????譯者：項航 |
????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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