The information given below concerns how a market segment Cognitive Folks evaluates computers. This segment has rated each of the three computers Sony, Dell, Lenovo based on their evaluation relative to the average in the market, where 5 is the average, 1-5 is below average, and 6-10 is above average.

Based on the compensatory decision model, which computer would someone belonging to the cognitive folks segment choose?

	Processing Speed	Weight	Price	Screen Size
Importance Weight	0.4	0.1	0.3	0.2
Sony	10	8	6	8
Dell	8	9	8	3
Lenovo	6	8	10	5

Multiple Choice

• Sony

• Dell

• Lenovo

• Sony or Dell

• Sony or Lenovo.

Tara Singh, like many students, worries first how much shell have to pay for her tickets. She doesnt fly often so cant take advantage of frequent flyer miles. Though shes not picky about where she sitswhich helps to further keeps costs downTara is a nervous flyer so non-stop flights are a big priority. In fact, it hardly matters when the plane ends as long as she arrives in one piece, though she does worry about keeping her parents waiting. They'll have a snack or an entire meal ready for her since they know shes usually too anxious to eat onboard.

Below is Tara's rating of American, Delta and Southwest on their peformance on each characteristic. What is the final score for Tara's Compensatory Choice?

	Importance Weight	American		Delta		Southwest
		score		score		score
Price		7		5		10
Number of Stops		10		7		3
On-Time Arrival		1		10		5
Meals		10		3		7
TOTAL