Question 11: On Conversion of Measurement Units (Please show Calculation Process)

Carefully read page 44 of the Student Guide.Note that different product attributes have different measurement units and different ranges of actual customer preferences (as shown in Report 9).At the same time, non-dimensional (or standardized) values are often used in perceptual maps to make easy comparisons of products' relative performances against customer demands on various attributes.In perceptual maps shown in Sabre, the customers' demand levels for all attributes are expressed in non-dimensional scales of -25 to 25 no matter what the actual attribute ranges are.For example, whereas the customers' needs for Complexity range from 7 to 150, you would find the ideal customer demand somewhere in between -25 and +25 using the non-dimensional scales.When you do R&D on a product, you would need to convert the non-dimensional value into actual measurement units.Following the example given on page 44 of the Student Guide, what actual performance level would you aim to produce for the Complexity attribute if the ideal customer demand is 14 on the non-dimensional scale?Use 7 and 150 as the two ending points of the actual measurement scale for Complexity, not the 20 to 100 range used in the example on page 44. (Hint: Use the formula given on page 44 but change -11 to +14 for the new non-dimensional attribute level.)

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