John and Jane Darling are newlyweds trying to decide among several available rentals. Alternatives were scored on a scale of 1 to 5 (5 best) against weighted performance criteria, as shown in Table. The criteria included rent, proximity to work and recreational opportunities, security, and other neighborhood characteristics associated with the couple’s values and lifestyle. Alternative A is an apartment, B is a bungalow, C is a condo, and D is a downstairs apartment in Jane’s parents’ home.

Which location is indicated by the preference matrix? What qualitative factors might cause this preference tochange?

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FACTORS FOR NEWLYWEDS Factor Score for Each Location Location Factor 1. Rent 2. Quality of lie 3. Schools 4 Proximity to work 5. Proximity to recreation 6. Neighborhood security 7, Utilities Total Factor Weight 25 20 10 15 15 100