37. Develop a list of evaluative criteria that students might use in evaluating alternative apartments they might

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37. Develop a list of evaluative criteria that students might use in evaluating alternative apartments they might rent. After listing these criteria, go to the local newspaper or student newspaper, select several apartments, and list them in a table similar to the one in Question 31. Then have fi ve other students evaluate this information and have each indicate the apartment they would rent if given only those alternatives. Next, ask them to express the importance they attach to each evaluative criterion, using a 100-point constant sum scale. Finally, provide them with a series of statements that describe different decision rules and ask them to indicate the one that best describes the way they made their choice. Calculate the choice they should have made given their importance ratings and stated decision rules. Have them explain any inconsistent choices.

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Consumer Behavior Building Marketing Strategy

ISBN: 9780073381107

11th Edition

Authors: Delbert Hawkins, David L Mothersbaugh, Roger Best

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