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Consumer Behavior (BUSI-3331)
Assignment
Read CASE STUDY #6 on page 209 in your text then provide answers to EACH of the following questions:
1. Use the information in Table 6.4 and table 6.5 to calculate the attitude scores for the remaining three houses, and from this information work out which house has the highest total attitude score and thus would be chosen.
2. Table 6.6 calculates the minimum required score, cut-off point for house one and resulting decision. Complete the table for the three remaining houses. Using the conjunctive decision rule which house is selected?
3. Using table 6.7, where attributes are ranked in importance, work out which house would be chosen based on the Lexicographic rule.
4. Which house would be chosen based on the elimination-by-aspects decision rule using the information in table 6.7?
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