Wang Lei and Li Mei Cai are newlyweds trying to decide among several available rentals. Alternatives were scored on a scale of 1 to 5 (5 = best) against weighted performance criteria, as shown in Table 13.7. The criteria included rent, proximity to work and recreational opportunities, security, and other neighborhood characteristics associated with the couple’s values and lifestyle. Alternative A is an apartment, B is a bungalow, C is a condo, and D is a downstairs apartment in Li Mei’s parents’ home. Which location is indicated by the preference matrix? What qualitative factors might cause this preference to change?

Data from Table 13.7:

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TABLE 13.7 FACTORS FOR NEWLYWEDS Location Factor 1. Rent 2. Quality of life 3. Schools 4. Proximity to work 5. Proximity to recreation 6. Neighborhood security 7. Utilities Total Factor Score for Each Location Factor Weight A B CD 25 3 1 5 20 2 5 4 5 3 1 5 3 4 5 2 2 4 4 4 3 5 10 15 15 10 100 2 5 5 3 3 4 4 4 2