Topics
research, survey results, attitudes, perception, analysis, consumer behavior
Review the activity below or download the PDF student worksheet
- Student Worksheet: Reviewing a Multi-Attribute Model
- Instructor Solutions (Members Only): Reviewing a Multi-Attribute Model = Solutions
- Download the multi-attribute attitude model Excel template: multi-attribute-attitude-model
Please note that this Excel template contains other sample data, which you may choose to use for other student activities. It is a generic template that allows students to calculate multi-attribute attitude scores quickly and easily.
Student Discussion Activity
In this exercise, your task is to review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).
In the survey (which uses hypothetical data), consumers have been asked to rank the importance of various attributes and then score the two firms for these attributes. The two responses are then multiplied out to give an overall score.
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Multi-attribute Model |
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|
Attribute |
McD’s | BK’s | |||
|
Importance |
McD’s | BK | Score |
Score |
|
|
(max = 10) |
(max = 10) | (max = 10) | |||
|
Locations |
9 |
8 | 6 | 72 |
54 |
|
Opening hours |
5 | 9 | 8 | 45 | 40 |
|
Playground |
2 |
10 | 4 | 20 |
8 |
|
Speed of service |
7 |
8 | 5 | 56 |
35 |
|
Value for $ |
8 |
5 | 8 | 40 |
64 |
|
Comfort |
6 |
7 | 6 | 42 |
36 |
|
Food quality |
4 |
4 | 8 | 16 |
32 |
|
Total |
291 |
269 |
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Student Discussion Questions
- Overall, which fast food chain is more preferred?
- Which are the most important attributes to consumers?
- What general advice would you have for McDonald’s?
- What general advice would you have for Burger King?
- How helpful is this particular analytical approach for firms to understand the components of a consumer’s attitude?
Related Activities
- Changing Attributes – A Good Idea?
- Monitoring Consumer Attitudes
- Aspirational Reference Group Appeal