Decision Process Analysis with Tables
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Project1TablesExamples.pptxTwo-Dimensional
Perceptual Map
Ideal Points
Blue Ocean Strategy
Student Example: Dimensional Perceptual Map
Figure 1: Perceptual Map
Note: Ends of each axis are opposites.
3
Categorical Diagram or Tree
Fast Food
Burger King
McDonalds
Taco Bell
Chipotle
KFC
Popeye’s
Boston Market
Burgers
Mexican
Chicken
Consider also Automobile categories
Categories are mutually exclusive groups of products (not attributes).
Student Example: Categorical Map
Figure 1: Categorical Map
Running Shoes
Popular Fitness Retailers
Nike
Adidas
Running-centric Retailers
Brooks
New Balance
Highly Tactical or Specialty Retailers
Information Sources Table
Student Example: Information Sources Table
| Source | What was learned | Ease | Trust |
| Reddit.com/r/running | Specific shoe recommendations (Brooks Ghosts) from other serious runners | High – internet site | Medium – Many testimonies from people with common interests. |
| Brooks.com | Specific details about the Brooks shoe she was considering, customer reviews | High – internet site | High – technical specifications provided by company |
| NewBalance.com | Specific details about the NB shoe she was considering, customer reviews | High – internet site | High – technical specifications provided by company |
| Her Mother | Considerations for her foot type and shoe recommendations | High –family member | Medium – Shared issues and interests, not an objective source |
Table 1: Information Sources Used
Student Example 1: Criteria by Alternatives Table
| Alternatives | |||
| Criteria | PSA AKV 9 MM | ZPAP92 | KP9 (Kalashnikov) |
| Trunnion | Forged Front | Hammer Trunnion or Forged Front | Rear Trunnion |
| Length | 19 in. | 19.3 in. | 18.25 in. |
| Weight | 7-8 lb. | 6.6 lb. | 5.62 lb. |
| Price | 850.00**, 18-20 cents a round | 769.99 US, 50 cents a round | 999.00 US, 18-20 cents a round |
Table 2: Criteria by Alternatives
(Great detail, would be better if some indication of importance was shown.)
Student Example 2: Criteria by Alternatives Table
| Criteria | Whirlpool | GE | Frigidaire | Miele | KitchenAid | Weights | Rank | Satis. or min level |
| Size | 30”x 213/4 | 30”x 21” | 30”x213/4 | 30"x20" | 30”x21” | 5 | 1 | 30” x 213/4 |
| BTU | 15,000 | 15,000 | 18,000 | 15,000 | 17,000 | 4 | 2 | 15,000 |
| Style | black | silver | black | black | silver | 4 | 3 | black |
| Availability | out of stock | one weeks | two weeks | three weeks | two weeks | 5 | 4 | two weeks |
| Price | $448 | $697 | $697 | $2,199 | $1,799 | 4 | 5 | $1,000 |
| Warranty | 1 yr | 1 yr | 1 yr | 1 yr | 1 yr | 3 | 5 | 2 yr |
?
(Excellent, except for some inconsistencies between weights and ranks.)
| Factor | Level |
| Non reversability | High/Medium/Low? |
| Importance/Risk | |
| Difficulty Choosing | |
| Anxiety Tendency |
Post-Purchase Dissonance Table
| Expectation | Performance | Disconfirmation |
| (Negative, None, Positive) | ||
| Easy instructions Would need to change string frequently Loud in use | Moderate instructions Did not have to change frequently Loud in use | Negative Positive None |
Expectancy Disconfirmation Table
Table 1: Information sources for S tudent 1
Information
Source
What
was learned
Ease
Trust
Internal Search Can’t spend more than
$10,000
High High
Father Look for 4-wheel drive,
anti-lock brakes, buy
Japanese
High High
Dealer Colors available,
options available
Low Medium
Test drive Comfort, steering,
acceleration
Low High
Friend Get CD player High Low
TV Ads Styling of cars High Low
Table 1: Information sources for Student 1
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Information Source |
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What was learned |
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Ease |
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Trust |
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Internal Search |
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Can’t spend more than $10,000 |
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High |
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High |
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Father |
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Look for 4-wheel drive, anti-lock brakes, buy Japanese |
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High |
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High |
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Dealer |
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Colors available, options available |
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Low |
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Medium |
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Test drive |
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Comfort, steering, acceleration |
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Low |
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High |
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Friend |
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Get CD player |
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High |
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Low |
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TV Ads |
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Styling of cars |
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High |
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Low |
