1.Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more that $1200, the computer must weigh no more that 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet ALL of these minimum requirements, he will not consider it further. Which decision rule is Conrad using?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory
2. Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule?
A) IBM
B) NEC
C) Compaq
D) There's not enough information to decide.
E) None of the above computers would be chosen.
3. Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule?
A) NEC
B) Compaq
C) IBM
D) Compaq and IBM would be considered further.
E) Compaq and NEC would be considered further.
4. Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory
5. Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion, and all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory
6. Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory
7. Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule?
A) Sony
B) Sanyo
C) Pioneer
D) Sony and Pioneer would be considered further.
E) none of the above
8. Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule?
A) Sony
B) Sanyo
C) Pioneer
D) Sony and Pioneer would be considered further.
E) none of the above compact disc players would be chosen
9. Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory
10. Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule?
A) IBM
B) A tie between Compaq and IBM.
C) NEC
D) Compaq
E) A tie between NEC and IBM.
11. Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory
12. The multiattribute model is which type of decision rule?
A) compensatory
B) noncompensatory
C) disjunctive
D) lexicographic
E) elimination-by-aspects
13. Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?
A) conjunctive
B) disjunctive
C) lexicographic
D) elimination-by-aspects
E) compensatory