- Purchasing Survey Delivery Speed 24 Price Level Price Flexity Manufact Acturing Image 0 4 8 9 57 1 9 31 28 Image Espan88 1 (157.25 KiB) Viewed 35 times
Esater 10: Case: Performance Lawn Equipment Case: Performance Lawn Equipment The worksheet Purchasing Survey in the Performance Lawn Care Database provides data related to predicting the level of business (Usage Level) obtained from a third-party survey of purchasing managers of firms that are customers of Performance Lawn Equipment. The seven PLE attributes rated by each respondent are the following: Delivery speed-the amount of time it takes to deliver the product once an order confirmed Price level-the perceived level of price charged by PLE Price flexibility-the perceived willingness of PLE representatives to negotiate price on all types of purchases Manufacturing image-the overall image of the manufacturer Overall service-the overall level of service necessary for maintaining a satisfactory relationship between PLE and the purchaser Sales force image-the overall image of PLE's sales force Product quality-perceived level of quality Responses to these seven variables were obtained using a graphic rating scale, where a 10- centimeter line was drawn between endpoints labeled "poor" and "excellent." Respondents indicated their perceptions using a mark on the line, which was measured from the left endpoint. The result was a scale from 0 to 10), rounded to one decimal place. Two measures were obtained that reflected the outcomes of the respondent's purchase relationships with PLE: plus.pearsan.com/products/99102827-acaa-4c3/-8605-19790...courselo%22%3Anull%7D&userPreferred Type=read&iesCode=kLSxa4iga 4127/72, 9:24 PM
Chapter 10 Chav: Performan Lucipor 4/2/122 124 P Usage level-how much of the firm's total product is purchased from PLE, measured on a 100 point scale, ranging from 0% to 100% Satisfaction level-how satisfied the purchaser is with past purchases from PLE, measured on the same graphic rating scale as perceptions 1 through 7 The data also include four characteristics of the responding firms: Size of firm-size relative to others in this market (0 = small; 1- large) Purchasing structure the purchasing method used in a particular company (1 = centralized procurement, 0 = decentralized procurement) Industry-the industry classification of the purchaser [1= retail (resale such as Home Depot), 0 = private (nonresale, such as a landscaper)] Buying type-a variable that has three categories (1= new purchase, 2 = modified rebuy, 3 = straight rebuy) Elizabeth Burke would like to understand what she learned from these data. a. What types of data-mining techniques might provide useful information? Explain. b. Develup a cause-and-effect model that can provide insights about the drivers of satisfaction and usage level. Summarize your results in a report to Ms. Burke. tas://os.pearson.com/produc-189102827-acaa-4037-6608 b1979...courseld%22%3Anull%7D&userPreferredType=read&icsCode=kL5xal4lga Page 2 of