Marketing Research
J.D. Power and Associates' marketing research consists primarily of consumer surveys. The company bears the cost of developing and administering specific surveys with sample sizes of between several hundred and over 100,000. J.D. Power ratings are based on the survey responses of randomly selected and/or specifically targeted consumers. J.D. Power relies on consumer reporting for study results as well as in-house vehicle testing for opinion based reviews in Blogs.
Although publicly known for the endorsement value of its product awards, J.D. Power obtains the majority of its revenue from corporations that seek the data collected from J.D. Power surveys for internal use. Companies which have used J.D. Power surveys range from automotive, cellphone, and computer manufacturers to home builders and utility companies. To be able to use the J.D. Power logo and to quote the survey results in advertising, companies must pay a licensing fee to J.D. Power. These advertisement licensing fees, however, form a small part of J.D. Power's revenues. In the 1990s, J.D. Power tightened its rules on awards advertising to prevent excessive use of the J.D. Power logo.
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