Question 7: On Attribute Perception Below is a screen shot of Market Study 14 (see page 19 of the Student Guide), which lists the ideal values (or needs) for all 5 segments on 6 product attributes and the performance values of all products in the market on all the attributes. This would be a great tool for analyzing your products' market and relative competitive performances. For example, the ideal Speed level for Segment Alpha (Segment 1) is at level 12.4, while the actual Speed levels for products Faldo and Fano are -12.9 and 11.4. respectively. You may use the absolute "Performance - Need" difference score to represent a product's ability to meet customers' need on an attribute, assuming major departures in either direction are increasingly bad. Please note that the values shown in Report 14 all range from -25 to +25; these are non-dimensional (or standardized) values converted from the original attribute scales for easiness of comparisons of product performances across attributes. The original scales are shown in Report 9. The Performance - Need difference score for Faldo is: -12.9 - 12.4 = -25.3 (for an absolute value of 25.3; or being very far away from the ideal value). The Performance - Need difference score for Fano is: 11.4 - 12.4 =-1 (for an absolute value of 1; or being fairly close to the ideal value). Based on the above information, Fano (at an absolute difference of 1) is much better than Faldo (at an absolute difference of 25.3) in meeting Alpha customers' need on Speed. Remember to use the absolute difference values to make your judgment as values too high and too low could be equally dissatisfying. The same logic of performance evaluations also applies to Price, Complexity, and all other attributes (Price could be an indicator of overall quality so a very low price could be very undesirable). DEF Market Study 14: Product Attribute Perceptions Run Name: TG aoDemo-W1 Market Devices Period: 0 Segment Ideal Values (-25 to +25) Price Wt. Complex. Freq. Power Alpha 10.7 8.3 -17.9 Beta 1.7 17.9 4.4 8.3 -17.9 Gamma 5.5 17.9 0.9 8.3 -17.9 Delta - 10.4 21.4 -2.6 -17.9 Epsilon -14.8 23.6 -7.5 -1.8 -17.9 7.2 11.4 Speed 12.4 6.8 2.3 -5.3 -13.9 Product Values (-25 to +25) Company Product Price Wt. Comp 1 Baller -8.3 -2.1 Banness 10 -10.7 Comp 2 Caster -8.3 -2.1 Camst 10 -10.7 Comp 3 Danil -8.3 -2.1 Daibi 10 -10.7 Comp 4 Faldo -8.3 -2.1 Fano 10 -10.7 Complex. -14.9 -4.7 -14.9 -4.7 -14.9 -4.7 - 14.9 -4.7 Freq. 16.7 21.7 16.7 21.7 16.7 21.7 16.7 21.7 Power 12.1 12.1 12.1 12.1 12.1 12.1 12.1 12.1 Speed -12.9 11.4 -12.9 11.4 -12.9 11.4 -12.9 11.4 Question: Use the above example as a reference to determine the relative attractiveness of Faldo and Fano in meeting Segment Gamma's (Segment 3's) need on Frequency. (10 points) Your Answer: Hint: You may use the below figure (a screen shot of Market Study 15 for this period) as a reference to verify the correctness of your answer. Period: Market: Devices Company: Company (T1-W World: W1 Instructor Mode Legend Baller - Companyi Banness - Companyi Caster - Company2 Camst - Company2 Danil - Company 3 Daibl - Company 3 Faldo - Company Yaxis Complex Fano - Company 1 - Alpha 2 - Beta 3 - Gamma -25+ -25 4 - Delta -20 -15 -10 -5 0 5 10 15 20 25 5 - Epsilon X Axis Freq. Optional but highly recommended extension of your answers: Please generate an Excel table, complete with necessary formulas, which automatically calculates the relative performances of all products on all attributions. Furthermore, you may combine this analysis with the attribute importance information to seek to increase the informational value of all available data to you in your company's strategic marketing decision- making. Please use this opportunity to explore such analyses so as to better help your company (team) make high informed decisions