Question: There are three models of alternative evaluation. We know the first tw

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Question: There are three models of alternative evaluation. We know the first two are the Fishbone Model and the Lexicograhic model. What is the third alternative evaluation model?

Gather the above information and apply the three models we discussed, coming to a predicted favorite brand for each of the models. Compare the answers to the expected favorite given in part that is listed. Did some models work better than others? Why would there be a difference? Consider the worst performing brand, and look at the data that make up the models. How could you utilize promotion to better that brand’s outcome?

Product : Toothpaste

Three brands : Crest, Colgate, Arm & Hammer

Favorite : Arm & Hammer

Salient Product Attributes: how minty it is, teeth whitening ability, and tar tar control.

Rating :

Teeth Whitening ability   (70)

Minty (20)

Tar tar control (10)

Crest Colagte Arm & Hammer Teeth whiting ability 3 3 4 How minty 4 2 4 Tar Tar control 2 3 4

Explanation / Answer

The third one is weighted average model.

Using Lexicographic model: The consumer judges basis the most important criteria. If two brands or products are equal in rating, then moves to next important criteria and so on.

The most important criteria is Whitening ability. The best in this is Arm & Hammer

The worst is: In Whitening, Crest & Colgate are equal. Next important criteria is Minty. In this, Colgate is lowest. Hence, Colgate

Using weighted average: It is the sum product of Criteria and Rating for each brand

Crest = 3*0.7 + 4*0.2 + 2*0.1 = 3.1

Colgate = 3*0.7 + 2*0.2 + 3*0.1 = 2.8

Arm & Hammer = 4*0.7 + 4*0.2 + 4*0.1 = 4

So, Arm & Hammer is best and Colgate is worst

Hence, although results are same. But it may differ as the method of evaluation is different

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