Appendix B-Designing an R&D Project Context: Suppose you want a product that is a "-11" on the -25 to +25 perceptual map scale. Question: What is this "-11" in terms of the attribute units that products are designed to when an R&D is done? Let's call that value "x" in the diagram below: Perceptual scale (-25 to +25) -25 14 20 -11 "x" Attribute Units (e.g. 20-100) To get x exactly we interpolate, by starting at 20, and adding the fraction of the overall range: x=20+14/50 * 80 = 42.4 0 130 Global In www..comm 60 +25 100 AutoSave OFF 2 C @Question 11 - Saved to my Mac - Insert Draw Design Tell me Home Paste Page 1 of 1 A. Font YA sand Layout References A/. Paragraph Styles = 161 words For this question, you're a part of the Green company (let's say it's a real company in this case) that competes in a Sabre market as we know it from our class experience. Upon seeing this perceptual map, your company's CEO immediately recognizes the strategic opportunities of designing two new products (new R&Ds) for segments 2 (Beta) and 5 (Epsilon), respectively. Wall 15 4x 10- S a -20 27 Mali -try Dictate Sensitivity -30 -15 D 10 E Editor 15 20 25 Focus E R M = Lara a Des 1 A TIM A 4.1. Use the general calculation rules given in the Sabre Online Student Guide (and my lectures) to determine the best attribute levels, as expressed in their original (unstandardized) scales, for both speed and complexity for both of your new R&Ds. Both attributes are highly important to the customers' parchese decision-making. Briefly show your calculation process. Use your own best judgment to determine the ideal points on those two attributes for the two segments from reading this figure. The ranges of the original attribute levels for speed and complexity, are 57 to 156 (for speed) and 32 to 89 (for complexity) Share 1 how -Am S4 Pik Comments 95% Appendix B-Designing an R&D Project Context: Suppose you want a product that is a "-11" on the -25 to +25 perceptual map scale. Question: What is this "-11" in terms of the attribute units that products are designed to when an R&D is done? Let's call that value "x" in the diagram below: Perceptual scale (-25 to +25) -25 14 20 -11 "x" Attribute Units (e.g. 20-100) To get x exactly we interpolate, by starting at 20, and adding the fraction of the overall range: x=20+14/50 * 80 = 42.4 0 130 Global In www..comm 60 +25 100 AutoSave OFF 2 C @Question 11 - Saved to my Mac - Insert Draw Design Tell me Home Paste Page 1 of 1 A. Font YA sand Layout References A/. Paragraph Styles = 161 words For this question, you're a part of the Green company (let's say it's a real company in this case) that competes in a Sabre market as we know it from our class experience. Upon seeing this perceptual map, your company's CEO immediately recognizes the strategic opportunities of designing two new products (new R&Ds) for segments 2 (Beta) and 5 (Epsilon), respectively. Wall 15 4x 10- S a -20 27 Mali -try Dictate Sensitivity -30 -15 D 10 E Editor 15 20 25 Focus E R M = Lara a Des 1 A TIM A 4.1. Use the general calculation rules given in the Sabre Online Student Guide (and my lectures) to determine the best attribute levels, as expressed in their original (unstandardized) scales, for both speed and complexity for both of your new R&Ds. Both attributes are highly important to the customers' parchese decision-making. Briefly show your calculation process. Use your own best judgment to determine the ideal points on those two attributes for the two segments from reading this figure. The ranges of the original attribute levels for speed and complexity, are 57 to 156 (for speed) and 32 to 89 (for complexity) Share 1 how -Am S4 Pik Comments 95%
