A number of you struggled with converting data into the 10 point rating table, especially when the data was already based on a 100 point or 1000 point scale. Data like the diversity rating and trust rating were based on a scale of 100. The data are not units, dollars, number of people. With assets, for example, you can choose to look at "small banks," and only rate banks with$5 to $10bill in assets. Your ratings are then based on that scale of $5bill to $10bill in assets. In this case, each rating point goes up by $.5bill, so set $5.5bill at 1, 6 at 2, 6.5 at 3, 7 at 4, 7.5 at 5, 8 at 6, 8.5 at 7, 9 at 8, 9.5 and 9 and 10 at 10. If you rate diversity, it is already a scale of 1 to 100. You cannot change that. If the diversity ratings are 65, 67, 67 and 72, you cannot just change the range from 65 to 72 and assign new ratings of 1, 3.5, 3.5 and 10 for a 10 point scale. The data are already on a 100 point scale. Your new ratings would correspond to data of 10, 35, 35 and 100. But the data are 65, 67, 67 and 72. You need the ratings to reflect the data. So ratings of 6.5, 6.7, 6.7 and 7.2 on a 10 point scale would be equivalent to ratings of 65, 67, 67 and 72 on a 100 point scale. You have more flexibility in setting ranges with actual numbers (as with assets, deposits, ATMs, number of sales people, etc.) because you can define the ratings with a specific group or range. Once a rating scale has been developed and data collected in that rating scale, you cannot change the scale without distorting the data. How do you check this? Change the ratings back to data. If it is a 100 point scale, change the 10 point scale to a 100 point scale (like we did with 6.5, 6.7, etc.) If the ratings are a number, multiply the number by the increment and add to the base.....so above the increment is .5 bill. Multiply a rating of 5 by .5 to get 2.5bill plus the starting point of 5bill = 7.5bill....and you see that the rating for 7.5 bill is 5. Remember, the point of the exercise is to have you translate data using many different types of units into ratings on the same basis....such as a 1-10 scale. That makes comparison on the KSFs much easier. All of the ratings should accurately reflect the data. This will allow you to see where each competitor is strong or weak relative to each other.

1. Convert the following data to ratings on a 1-10 scale. You don't have to make a table, just say BA: X Y Z and put in numbers. Same for Satis and Qual. Then answer part

2. Company X Company Y Company 7 brand awareness (100 pt) 40 90 70 satisfaction (100 pt) 90 72 77 quality (5 pt) 5 4.3 4.8 2. Suppose someone tells you that awareness should be rated as 1, 6 and 10 on a 10 point scale, why is that a problem? What would that data be on a 100 point scale?