Analytics Mini Case: Evaluating Awareness, Knowledge, and Attitude Across Geographic Markets You are the brand manager for a small, but successful, quick service restaurant called "Hot Dawg, its Hot Dogs!" You specialize in... wait for it... hot dogs. To date, you have been very successful in your regional market. So successful, in fact, that you are looking to expand your operations to a nearby region soon. While there are many factors that must go into this decision, one factor you'd like to assess is how people in those markets assess "Hot Dawg, its Hot Dogs!" You hired a local research company to survey residents of four nearby markets. Within each market, the company asked people a series of survey questions. Using those questions, the marketing research company distilled the results into the following metrics. Click the icon to view the metrics. Click the icon to view the data for each of the potential markets. Which region would benefit from a campaign getting the word out about "Hot Dawg, its Hot Dogs!"? with corresponding "Overall Awareness" percentage value of %. (Round to one decimal place.) More Info More Info ot Dawg, its Hot Dog nal market. So succe re are many factors ss "Hot Dawg, its Hot Top of Mind Awareness (TOMA) - The \% of people who answered "Hot Dawg, its Hot Dogs!" when asked to name the first fast food restaurant that came to mind. ach market, the comp pany distilled the resi Overall Awareness - The \% of people who answered "Hot Dawg, its Hot Dogs!" while they were listing every fast food restaurant that came to mind. Knowledge - Among those aware of "Hot Dawg, its Hot Dogs!", this is the average \% of questions answered correctly about "Hot Dawg, its Hot Dogs!". For example, one question was "name the brand mascot of "Hot Dawg, its Hot Dogs!" (it is a smiling dog). Attitude to Quick Service Restaurants - On a scale from 1 to 5 (5 being "very favorable"), this is the average overall attitude to quick service restaurants. Attitude to "Hot Dawg, its Hot Dogs!" - On a scale from 1 to 5 (5 being "very favorable"), this is the average overall attitude to "Hot Dawg, its Hot Dogs!" (only asked to people aware of "Hot Dawg, its Hot Dogs!")