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Using the Fishbone Model described in Chapter 7 (pp. 265-267) of your textbook, set up a hypothetical spreadsheet of rows (10) personal attributes and columns of beliefs about alternative merchandising establishments, including Wal-Mart, Target, Kmart, JC Penny, Sears, Costco and one other similar competitor of your choice. A suggested spreadsheet is attached for your use. Consider the relative personal importance of each attribute to you and insert a column of importance weights in column C. Score each belief about the establishments on a scale from 1-10 and compute a multiattribute index following the procedure outlined in the textbook. Do your scored attitudes about the establishments correlate to your purchasing behavior? Assess why or why not
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