Please download ' Survey IPacket ',' Survey II Packet ',and the most current year FSA from Assignment 2.
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Please download 'Survey I Packet', 'Survey II Packet', and the

most current year FSA from Assignment 2.

Replace the example data by inputting the new data from  Survey I into the section ' Survey I Data' and Survey II into the section 'Survey II Datain the FSA

Note: Each sheet is a different survey.


Survey I

  • Enter your Client (Madison Bear Garden)
  • Fill Attributes Identified and the corresponding Frequency Mentioned and Importance Ranking (1st listed Attribute is ranked first, etc.)
  • Fill Competitors Identified and the corresponding Frequency Mentioned
  • Use Survey I and 'Survey I Data' to answer Survey I Blackboard questions.

Survey II

  • Enter Attributes and Competitors for the Summary Table of results at the top and make sure your Client is listed first
  • Enter the Total Number of Surveys (NOTE: If surveys are unusable, do not count them towards total)
  • Enter the Data from Survey II into the Survey Data portion (NOTE: Be careful entering data in the correct order because the client may have changed order to the first listed)
  • IMPORTANT: If Importance Scores are blank on a survey, enter 0. 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.
  • Use Survey II and 'Survey II Data' to answer Survey II Blackboard questions.

Image Maps

The Maps table of data from the 'Maps' section is does NOT update automatically.

Transfer the data from your Summary Table of results from 'Survey II Datainto the Maps table of 'Section II: Maps' survey results matrix by column.

  • Enter the Attributes (Taste, Atmosphere, etc.) and the Competitors with the Client listed first, BY ORDER OF IMPORTANCE (most important first, from Map #1)
  • CLIENTMadison Bear Garden (AKA The Bear)
  • Only the 1st and 2nd most important customer attributes should be entered under "Map #1."
  • Only the 3rd and 4th most important customer attributes should be entered under "Map #2."
  • Enter the Average Importance scores for each Competitive Attribute (starting cell: E15)

  • Indicate the Industry Segments you are studying in the Competitive Matrix title (cell E2/E3)

  • Fill in the corresponding data correctly from the Summary Table in '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:


  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  


  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  


  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  


  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  


  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  


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

1 points  


  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  


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

1 points  


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

1 points  


  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  


  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  


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

1 points  


  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  


  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  


  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  


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

1 points  


  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  


  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  


  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  


  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  


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

1 points  


  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  


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