Heavy Equipment Market Research Situation: A leading heavy equipment manufacturer believes that it offers a line of products with quality that is far superior to that of its competition. However, it was struggling to quantify the value associated with this quality differential from a customer’s perspective. This client was interested in understanding how quality impacts overall product perception for a wide range of product types. Further, this client is a global competitor and hypothesized that quality would have varying degrees of impact in each geographic market served including North America, Latin America, Europe, Middle East and Asia Pacific. Objectives: Measure current satisfaction on a product and component level Identify the number of failures that occurred during the first 12 m

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