What are of at least ten attributes or
features by which consumers could evaluate commercial airlines. Which three are the most important to you? Does the salience of any attribute differ when considering booking a flight for business versus pleasure?
Imagine a large sample of Americans were asked to compare a number of domestic carriers. Those evaluations were compiled and the attached two perceptual maps were created using multidimensional scaling. Interpret the two maps: what attributes do you think are represented on the two maps? Explain your answer.
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