PART B: POSITIONING Analysis questions (90 points total). How is UIC perceived by its undergraduate business students, in comparison to its competitors? Use the data file, UIC College Choice Positioning Data N180.xlsx and the Positioning tool in Enginius to answer the following questions. Please answer all parts of each question: a) First, run a positioning analysis in Enginius using the Perceptual data bloc. Also check the boxes to Include preference data (be careful to select the correct bloc) and Include focal brand (choose UIC as the focal brand). How many dimensions are automatically selected by the software, and why did it select this number of dimensions? How much variance in the model does each dimension explain, which dimension is considered more important, and why? (10 points) b) What do the dimensions on the map you created represent? How would you label these dimensions (name each axis on the map), and why? (10 points) c) According to the positioning map, what are viewed as UIC's strongest attributes, and on which attributes is UIC perceived as relatively weak? (10 points) d) On the initial perceptual map you created, which school(s) are perceived to be the closest competitor(s) to UIC, and which schools does UIC not appear to be competing with? Are some schools perceived as very similar to each other (and thus appear to be the closest competitors to one another)? Does the map show that UIC has a unique position in the market, or is it perceived as very similar to other area colleges (on one or more dimensions), with similar strengths or weaknesses as UIC? Explain. (20 points) e) Now look at the preference vectors on the map. Which school (or schools) appear to be well- positioned in terms of satisfying the preferences of the 180 survey respondents, and which colleges are not positioned near these preferences? What might be the reason that UIC appears to be exceptionally high in average brand preference (what characteristics of the survey respondents might be responsible for this appearance)? (10 points) f) Next, run the positioning tool again but this time force 3 dimensions for the Number of dimensions option (rather than Automatic). How much additional variance is explained by the third dimension? What new insights emerge when looking at the third dimension, which were not visible in the first two dimensions? What does the new third dimension represent, and what would you name (label) the third axis? Try manipulating (rotating/spinning around) the 3-D map (and include a screenshot) Are preference and attribute vectors still aimed near UIC, or is UIC not precisely aligned with these preferences? Explain. (15 points) g) Based on your analyses above, write a general conclusion about the current positioning of UIC for undergraduate business students. Is UIC in a good or advantageous position in the Chicago area market for undergrad business students? (Explain). How can UIC differentiate its offering to better satisfy the preferences of prospective students and improve its competitive position relative to other area colleges? (To visually explore different positioning options, click on the Objects tab next to the 3D map and try moving the UIC brand to different positions on the map using the attribute sliders). (15 points)