Please download 'Survey IPacket','Survey II Packet',and the most current yearFSAfrom Assignment 2.

Replace the example data by inputtingthe new data fromSurvey Iinto the section 'Survey I Data' andSurvey IIinto the section 'Survey IIData'in the FSA.

Note: Each sheet is a different survey.

**EVERYTHING IN RED TEXT IN THE FSA IS WHAT YOU NEED TO ENTER AND REPLACE**

Survey I

• Enter yourClient(Madison Bear Garden)
• FillAttributes Identifiedand the correspondingFrequency MentionedandImportance Ranking(1st listed Attribute is ranked first, etc.)
• FillCompetitors Identifiedand the correspondingFrequency Mentioned
• UseSurvey Iand 'Survey I Data' to answer Survey I Blackboard questions.

Survey II

• EnterAttributesandCompetitorsfor theSummary Tableof results at the topand make sure yourClientislisted first
• Enter theTotal Number of Surveys(NOTE:If surveys are unusable, do not count them towards total)
• Enter theDatafromSurvey IIinto theSurvey Dataportion (NOTE: Be careful entering datain the correct order because the client may have changed order to the first listed)
• IMPORTANT:IfImportance Scoresareblankon a survey,enter0.Blanks do not count for calculations, and will result in incorrect numbers.
• IMPORTANT:Each Survey format is identical and there are 10 responses to each.
• UseSurvey IIand 'Survey II Data' to answer Survey II Blackboard questions.

Image Maps

TheMaps tableof data from the'Maps'section is doesNOTupdate automatically.

Transfer the data from yourSummary Tableof resultsfrom 'Survey IIData'into theMaps tableof'Section II: Maps' survey results matrixby column.

• Enter theAttributes (Taste, Atmosphere, etc.)and theCompetitorswith theClientlistedfirst,BY ORDER OF IMPORTANCE(most important first, from Map #1)
• CLIENT:Madison Bear Garden(AKA The Bear)
• Only the 1^stand 2^ndmost important customer attributes should be entered under "Map #1."
• Only the 3^rdand 4^thmost important customer attributes should be entered under "Map #2."
• Enter theAverage Importancescores for each Competitive Attribute (starting cell: E15)
• Indicate theIndustry Segmentsyou are studying in the Competitive Matrix title (cell E2/E3)
• Fill in the corresponding data correctly from theSummary Tablein 'Survey II Data'

Answer the questions Below.

Multiple AttemptsThis test allows 2 attempts. This is attempt number 1.Force CompletionThis test can be saved and resumed later.

Question Completion Status:

QUESTION 1

1. Why are surveys important in defining your competitive position?(Check all that apply)
2. To find out customers perceptions of product differences relative to the competition
3. To verify your competitive position with data
4. To reveal what your competitive position should be
5. To reveal how to achieve your competitive position
6. To reveal your competitors competitive position

1 points

QUESTION 2

1. What is the point of defining the product(or service) as a bundle of attributes?(Check all that apply)
2. Because the demand is based on multiple attributes
3. Because viewing the product as a bundle can decrease its production cost
4. Because the value of a product is based on the sum of the value of its attributes
5. Because understanding the attributes can help create different bundles that can help differentiate your product
6. Because it can help improve the impact of product research

1 points

QUESTION 3

1. Why do we ask the consumers to identify the three competitors that they consider most when making this kind of purchase decision?
2. Because we define the industry as demand-side substitutability
3. Because we define the industry as supply-side substitutability
4. Because we define the industry with SIC codes
5. All of the above
6. None of the above

1 points

QUESTION 4

1. Why do we anchor the customer's response in a real, past, similar type of purchase? (check all that apply)
2. To obtain a response that includes a budget constraint
3. To obtain a response that does not include a budget constraint
4. To avoid the Edsel phenomenon
5. To determine if past advertisement was effective
6. To determine how many customers are attracted to the category

1 points

QUESTION 5

1. What is industry segmentation?
2. Industry segments are based on demand-side non-substitutability criteria
3. Industry segments are sub-categories of their industry
4. Industry sengemnts are defined by differences in preferences of groups of consumers
5. Industry segments are parts of an industry where changes in attribues do not affect demand for the other parts of the industry
6. All of the above

1 points

QUESTION 6

1. How many industry segments are identified in the firstquestion on Survey I?
2. 2
3. 3
4. 4
5. 5
6. 6

1 points

QUESTION 7

1. What are the top 3 attributes identified as the most important in Survey I?(check all that apply)
2. Location
3. Price
4. Taste
5. Service
6. Variety

1 points

QUESTION 8

1. What is the frequency mentioned for "Price" in Survey I?
2. 4
3. 6
4. 8
5. 10
6. 12

1 points

QUESTION 9

1. How many times is our client mentioned in Survey I?
2. 4
3. 5
4. 6
5. 7
6. 8

1 points

QUESTION 10

1. Who is the most mentioned competitor including the client in Survey I?
2. Burgers and Brew
3. The Bear
4. Nobby's
5. Sierra Nevada
6. In N Out

1 points

QUESTION 11

1. According to the Survey I Data, which attribute other than price is the most mentioned?
2. Price
3. Variety
4. Atmosphere
5. Taste
6. Quality

1 points

QUESTION 12

1. In Survey II, what is the average importance score for Service?
2. 4
3. 8
4. 10
5. 18
6. 21

1 points

QUESTION 13

1. In Survey II, which client has the worst ranking in the attribute with the lowest importance score?
2. Burgers and Brew
3. The Bear
4. The Banshee
5. Sierra Nevada
6. In N Out

1 points

QUESTION 14

1. On which Image Map do we show the perception of price?
2. None
3. Map #1
4. Map #2
5. Map #3
6. All Maps

1 points

QUESTION 15

1. What attributes should not be listed on Map #3? (Check all that apply)
2. Service
3. Taste
4. Variety
5. Atmosphere
6. Location

1 points

QUESTION 16

1. Which attribute received the highest average importance score in Map #2?
2. Atmosphere
3. Service
4. Taste
5. Variety
6. Quality

1 points

QUESTION 17

1. Which competitor has the worst overall competitive position on Map #1?
2. Burgers and Brew
3. The Bear
4. The Banshee
5. Nobby's
6. In N Out

1 points

QUESTION 18

1. Which competitor has the best overall competitive position on Map #2?
2. Burgers and Brew
3. The Bear
4. The Banshee
5. Sierra Nevada
6. In N Out

1 points

QUESTION 19

1. In which rank did your client come in for the most important attribute?
2. 1st
3. 2nd
4. 3rd
5. 4th
6. 5th

1 points

QUESTION 20

1. For the client, which attribute needs the most improvement to be competitive??
2. Service
3. Quality
4. Atmosphere
5. Variety
6. Price

1 points

QUESTION 21

1. Of the client's attributes, which has the greatest competitive advantage??
2. Variety
3. Location
4. Price
5. Taste
6. Atmosphere

1 points

QUESTION 22

1. Who has the most Satisfied and Completely Satisfied Customers combined?
2. Burgers and Brew
3. The Bear
4. The Banshee
5. Sierra Nevada
6. In N Out

1 points

QUESTION 23

1. What percent difference for a repeat customeris there between satisfied and completely satisfied customers (Article:Why Satisfied Customers Defect)?
2. There is no difference
3. 60%
4. 100%
5. 300%
6. 600%