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Conversion of Measurement Units
Carefully read page 44 of the SABRE Student Guide.
In perceptual maps, the customers' demand levels for all attributes are expressed in non-dimensional scales of -25 to 25 no matter what the actual attribute ranges are.
For example, whereas the customers' needs for Complexity range from 7 to 150, you would find the ideal customer demand somewhere in between -25 and +25 using the non-dimensional scales.
When you do R&D on a product, you would need to convert the non-dimensional value into actual measurement units.
What actual performance level would you aim to produce for the Complexity attribute if the ideal customer demand is 14 on the non-dimensional scale?
Use 7 and 150 as the two ending points of the actual measurement scale for Complexity
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