Architecture Commons^™

Likeliness To Recommend: A Mixed Methods Analysis Of Consumer Perception Of Homebuilders, Todd Usher

All Dissertations

Measures of consumers’ likeliness to recommend a business or company have been shown to relate to business performance. Less is known about how such scores might operate in the homebuilding industry. This study examines the factors influencing consumers’ perceptions of homebuilders, an area with little published research. Using a sequential mixed-methods approach, the study analyzes survey data from consumers (N = 366) who had new homes built within the preceding 12 months. Quantitative analyses of the data reveal several aspects of consumers’ likeliness to recommend a homebuilder. One finding of great interest is that consumers of the survey were more …