Bangkok--15 Aug--DC Consultants
Thailand Automotive Quality Award 2011 (TAQA) has extended its presence into online communities of motoring enthusiasts, adding a new channel to conduct consumer satisfaction surveys through websites for the first time.
This follows the TAQA award committee, Thailand Productivity Institute, Inter-Media Consultant Co., Ltd, Custom Asia Co., Ltd and Manager Newspaper agreeing that online communities had become an expanding arena for car users to express their opinions on different brands. They agreed the significant growth of the online population should not be ignored and could provide important information for the evaluation of the TAQA award.
“Although the new phenomenon of growing online communities is challenging for systematic data collection, TAQA realises the potential in car users’ interactions on the internet. We decided to develop an online channel to obtain more data, as the supplement to our main telephone interview surveys,” said Sukit Tanskul, CEO of Custom Asia Co., Ltd, a marketing research firm with over 30 years experience.
Regarding creating efficient access to online communities, he explained that TAQA’s online questionnaires were designed to be easy to answer and suitable for data evaluation and statistical development. The new online consumer satisfaction survey will start in mid-July on www.taqaaward.com and will be promoted through banner ads on many websites for motoring enthusiasts, including www.autoinfo.co.th, www.motorexpo.co.th and www.manager.co.th/motoring. The TAQA awards will be judged according to the data gleaned from the telephone interviews and online surveys.
This year, the award committee aims to conduct a survey of about 7,000 respondents who are car users in the 76 provinces, which are Thailand’s largest sample groups for consumer satisfaction surveys in this field. The award presentation will be held at the end of the year at the Thailand International Motor Expo 2011.
The TAQA Award was initiated in 2002 from a shared vision by Inter-Media Consultants, Custom Asia, Manager Newspaper and the Thailand Productivity Institute, and the awards are given out as a result of the annual survey of car users’ satisfaction covering the three main aspects: service quality, product quality and after-sales service.
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