You are going to use the multi-attribute model to analyze the current competitive status of your favorite store and make corresponding recommendations

You are going to use the multi-attribute model to analyze the current competitive status of your favorite
store and make corresponding recommendations.
DIRECTIONS:
1) For your favorite store (the one that you wrote on your student information sheet), pick the 5 most relevant
store benefits for the retail type that your store belongs to. (See Chapter Four’s discussion of the multi-attribute
model or your notes from class discussion for assistance).
2) Pick two top competing stores (intratype competition) of your favorite store.
3) Develop a questionnaire based on the multi-attribute model to assess FIVE PEOPLE’S evaluations of the
three stores’ performance on your FIVE benefits and the respondents’ importance scores for those
FIVE benefits.
4) Type up the questionnaire. Give to FIVE people that are familiar with your THREE featured stores.
Design the questionnaire any way you want, making it an effective and efficicient tool to collect the data you
need. Include demographic information on the questionnaire and a place for the respondent to provide
contact information. (I will be randomly contacting (email or cell) your respondents to verify their
participation). Make sure you include in your questionnaire everything you need for the multi-attribute model
comparison and to answer the questions below in Part 5. This is your survey. Collect whatever other
information you think would be helpful to complete your assignment.
5) Analyze the results. Provide no more than a three-page bullet-point report on your findings. In your
analysis consider at least the following: 1) Did the respondents’ evaluation scores correspond with the store that
they usually choose? What are some of the reasons why or why not? 2) What benefits are the most important
for people shopping at this category of retailer? How does this correspond with what you know about
this category of retailer. 3) What specific recommendations can you make to your favorite retailer based on
what you learned from this analysis? CONSIDER RETAILING TACTICS YOU LEARN THROUGHOUT
THE NEXT SEVERAL WEEKS TO FORM SUGGESTIONS FOR IMPROVEMENT. 4) What are some
interesting findings from your data? 6) Turn in the questionnaires and the report Monday, March 10th at the
beginning of class. Everything must be typed. This assignment is worth 20 points.

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