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Chapter 12 Solutions to Activities
12.1 Making Sense of the Three Ms (Obj. 1)
Arrange the homes by ascending price as follows:
12.2 Analyzing Survey Results (Obj. 1)
a.
REACTIONS OF SOUTH BAY COLLEGE STUDENTS TO
FOUR PROPOSALS ABOUT BOOKSTORE BAGS
Fall 2015
N = 560 students
Agree Undecided Disagree
Continue to provide plastic bags 23.6% 3.0% 73.4%
158 Chapter 12 Solutions
b. The data could be cross-tabulated by examining each response in terms of number of
units carried (did full-time students react differently from part-time students?), by sex,
c. Three conclusions that could be drawn from the survey:
1. A majority of students are concerned enough about the environment to want to
d. The following are possible recommendations based upon the data collected:
1. Stop supplying plastic bags with each purchase.
12.3 Discerning Conclusions from Recommendations (Obj. 2)
For each statement below indicate whether it could be classified as a conclusion or
recommendation.
a. Students are generally overconfident that their study strategies are effective. Conclusion
b. Although it is a typical learning technique, writing summaries of assigned reading is not
Chapter 12 Solutions 159
12.4 Unsure About Which Laptop to Buy? Try a Decision Matrix (Objs. 1, 2)
Reflecting the new priority of price, the outcome favors the Lenovo ThinkPad X230 with 89
points. Because it is more expensive, the Apple MacBook, the winner on battery life, is a close
second, with 80 points.
Weighted Decision Matrix—Table 2
Features:
Weight
Battery
Life
Price
Hard
Drive
Total
Laptop Options Weights:
5
7
10
5
12.5 Buying Cool Wheels? Take a Decision Matrix for a Spin (Objs. 1, 2)
Students should create a decision matrix with two tables that could look something like this:
Table 1: Unweighted Matrix (Scale from 1 to 5; from worst to best)
Features:
Price
Cargo
Fuel
Comfort
Look
Quality
Total
Weights:
Students should decide which relative weights to assign to each feature in Table 1 and could
arrive at the following table after multiplying the factors with the scores in Table 1:
Table 2: Weighted Matrix (Factors range from 1 to 5)
Features:
Price
Cargo
Fuel
Comfort
Look
Quality
Total
Weights:
4
5
3
2
4
3
160 Chapter 12 Solutions
This example may surprise students because the “boring” option, the staid family sedan, scores
the highest and seems to be the best option for David. Answers may vary, depending on the
weights used.
12.6 Organizing Data (Obj. 3)
a. Time. Like itineraries and agendas, instructions require attention to chronology.
b. Convention. The report is periodic and in most cases has standardized, recurring features.
12.7 Evaluating Headings and Titles (Obj. 3)
a. Functional. This heading describes a purpose and may be appropriate in a short report, but it
is not very interesting or helpful to the reader.
b. Talking. This heading reveals what follows in the subsequent section, yet it is short enough
12.8 Executive Summary: Boiling Down the Facts for Your Boss (Obj. 4)
12.9 Periodic Report: Keeping the Boss in the Loop (Obj. 4)
This is an excellent activity to help students relate report writing to their current jobs. Students
12.10 Progress Report: Providing a Project Update (Obj. 4)
One of the biggest problems students have with any long report assignment is procrastination.
12.11 Progress Report: Is the End Near? (Obj. 4)
12.12 Conference or Trip Report: Business and Pleasure (Obj. 4)
This activity gives students an opportunity to apply their skills to a conference or trip report
12.13 Investigative Report: Attracting Newbie Bikers (Obj. 4)
Harley-Davison has indeed launched efforts to appeal to women to make up for a devastating
drop in sales since a spectacular high in 2004. The industry-wide decline in motorcycle sales
reached 41 percent by 2010. Harley-Davidson has created the Pink Label clothing line
specifically for women. A portion of the proceeds goes to breast cancer charities. In addition, the
apart from the high price tag, many women are intimidated by the formidable size and weight of
Harley-Davidson motorcycles bigger than the Sportster and Dyna lines. For example, the
Sportster Superlow and the Nightster both weigh 563 pounds and start at $8,000 and $10,000,
respectively. A Dyna Street Bob features a curb weight of 667 pounds and runs upwards of
$13,000. Midsized bikes such as those in the Softail line weigh 725 pounds and cost more than
162 Chapter 12 Solutions
12.14 Investigative Report: Prospecting for Global Business (Obj. 4)
This is an excellent way to help students increase their cultural awareness. In addition to library
12.15 Investigative Report: Studying International Business Etiquette (Obj. 4)
This is an excellent way to help students increase their cultural awareness. In addition to library
12.16 Informational or Analytical Report: Examining Tweets and Other Social Media Posts
(Objs. 4, 5)
Answers will vary. The Twitter feeds about Coca-Cola are astoundingly varied and generally
12.17 Informational Report: Charting Your Career Path (Obj. 4)
This assignment not only allows students to practice report writing, but it also prompts them to
12.18 Informational Report: Prospecting for Potential Employers (Obj. 4)
Encourage students to select a company they’d like to work for in the future. They can also use
Chapter 12 Solutions 163
12.19 Justification/Recommendation Report: Money to Burn for a Good Cause (Obj. 5)
12.20 Justification/Recommendation Report: Considering an Organizational Social Media
Use Policy (Obj. 5)
This assignment allows for great versatility. Because many companies today have e-mail policies
and a majority monitor and record traffic on their servers, the focus could shift to policies
12.21 Feasibility Report: Analyzing the Need for an International Student Association
(Obj. 5)
12.22 Feasibility Report: Motivating Employees to Get off the Couch (Obj. 5)
12.23 Yardstick Report: Shopping for Big-Ticket Office Equipment (Obj. 5)
This assignment requires careful monitoring as it may invite copying of product descriptions and
12.24 Yardstick Report: Fixing Workplace Procedures (Obj. 5)
164 Chapter 12 Solutions
Self-Contained Report Activities
12.25 Justification/Recommendation Report: Speedier Service at Stellato Family Pizza*
(Obj. 5)
CONCLUSIONS
Although a taste test did not occur and, therefore, the quality of each competitor’s pizza was not
evaluated, my observations have yielded useful results. Based on the analysis of the data, the
following conclusions may be drawn:
2. Using an electronic system or calling out the menu item, having customers pick up their
3. Preparing the pizza dough in advance would save Stellato’s one minute per order; therefore,
it would make sense to follow the competition and switch to preprepared dough.
4. The customer demographic is changing, and it’s likely that the technologically inclined crowd
5. Because the Elite Chef Model BFE-28 convection oven reduces cooking time by two minutes,
it makes sense to consider investing in one. However, a taste and quality test for comparison
makes sense.
RECOMMENDATIONS
Some recommendations for making the ordering process more efficient require little expenditure;
others may call for a significant investment. The conclusions to the study lead to the following
recommendations:
2. Consider letting customers pick up their own orders.
Chapter 12 Solutions 165
4. Prepare the pizza dough before the store opens.
6. Look into letting customers order pizza by text message before coming to the restaurant to
reduce wait time.
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12.26 Justification/Recommendation Report: Drunk-Driver Service for Hockey Players
(Obj. 5)
This self-contained problem provides all the data necessary to complete the report without
further research. Here are possible conclusions and recommendations that may result from the
data:
CONCLUSIONS
The analysis of the findings has led to the following conclusions:
2. Although the team is potentially liable for damages resulting from wrongful death lawsuits,
3. Opportunities to improve the course might further reduce drunk driving incidents.
4. Although the cost of operating the service is a fraction of the cost of a drunk driving
5. Enforcement of team behavioral policies, including the adding of morals clauses to player
contracts, might increase the respect it receives and might result in more wins.
6. If players don’t use the service, it will be a waste of money.
RECOMMENDATIONS
Based on these conclusions, I recommend that the team do the following:
1. Drop the idea of implementing a service.
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12.27 Feasibility Report: Advisability of Hiring a Social Media Consultant (Obj. 5)
This self-contained problem provides all the data necessary to complete the report without
further research.
SCENTS ARE US
MEMORANDUM
Date: April 5, 2015
To: Tracie Johnson, President
From: James Student, Vice President, Marketing JS
Subject: Hiring a Social Media Consultant Is Feasible
We should hire a social media consultant to help the company develop a broader social media
strategy. This report presents the background information supporting the need to hire a
Background Information Supporting the Decision to Hire a Social Media Consultant
The Marketing Department collects Facebook data, our only social media tool, but we don’t use
it. The department also does not have the skills to implement a broader social media strategy.
Advantages and Disadvantages of Hiring a Consultant
Besides the professional skills and time savings that hiring a consultant offers, an additional
advantage is that the consultant has the time to find out what our competitors’ social media
strategies are and to analyze them. The two main disadvantages are that the consultant will not
Potential Problems and Possible Solutions
Based on my research of well-publicized social media blunders, we need to be aware of at least
four potential problems. First, remaining silent in social media conversations invites these
conversations to turn negative. A possible solution to this problem is to make one employee
responsible for participating in these conversations. Second, not planning for problems could
168 Chapter 12 Solutions
Tracie Johnson April 5, 2015 Page 2
Third, alienating our male customers by not targeting them is a risk, and the possible solution is
to make sure the consultant understands that men use our products, too. Fourth, removing
negative Facebook comments angers customers and encourages them to express their anger in
other, even more public ways. A possible solution to this problem is to forbid the removal of
negative comments without permission.
Estimated Costs and Time to Implement the Strategy
My research on social media consultants’ fees shows that the average setup costs for the tools we
Chapter 12 Solutions 169
12.28 Yardstick Report: Comparing Textbook Options (Obj. 5)
This self-contained problem provides all the data necessary to complete the report without
further research. Here are possible conclusions and recommendations that may result from the
data:
CONCLUSIONS
The data gathered were complex and presented a mixed picture until employing a decision
matrix. Based on the analysis of the data, the following conclusions may be drawn:
1. No alternative is a clear winner in all criteria.
2. Renting books and buying books online are solid performers in all criteria.
RECOMMENDATIONS
After considering the various options and studying them with our specific priorities in mind, I am
happy to recommend the following course of action. The conclusions I drew from the data lead
to the following recommendations:
1. Rent textbooks. Visit textbookheaven.com first, because this site consistently had the lowest
prices.
2. Buy books online that are not available for rental.
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DECISION MATRIX FOR ALTERNATIVES TO BOOK BUYING
CRITERIA
OPTIONS
Price
Availability
Readability
SUMMARY
Weight
6
3
1
5
5
Campus bookstore
5
2
1
4
5
Chronos Player
1
3
4
3
3
3
4
4
5
Number of Books Available out of the Four
Books in the Sample
Chapter 12 Solutions 171
12.29 Yardstick Report: Jobless Young Worker Starts a Business (Obj. 5)
This self-contained problem provides all the data necessary to complete the report without
further research. Following are possible conclusions and recommendations that may result from
the data:
CONCLUSIONS
The use of decision matrices clarifies the choices. An analysis of the matrices has led to the
following conclusions:
1. No option is a clear winner in all criteria.
2. Pet sitting is a relatively solid performer in three of four criteria and the top performer in the
RECOMMENDATIONS
Analysis of the conclusions has led to the following recommendations:
1. Start a pet-sitting business.
2. Find out what the other tasks and requirements are for starting this business and begin
completing these tasks and requirements.
172 Chapter 12 Solutions
DECISION MATRIX FOR NEW BUSINESS OPTIONS WITH UNWEIGHTED RANKINGS
Criteria
Option
Time and Schedule
Flexibility (8)
Start-Up
Costs (6)
Demand for
Service (4)
Competition (3)
Total
Pet sitting
4
4
3
2
Yard work
2
1
4
1
Errand service
1
3
2
3
maintenance
3
2
1
4
DECISION MATRIX FOR NEW BUSINESS OPTIONS WITH WEIGHTED RANKINGS
Criteria
Options
Time and Schedule
Flexibility (8)
Start-Up
Costs (6)
Demand for
Service (4)
Competition (3)
Total
Pet sitting
32
24
12
6
74
Yard work
16
6
16
3
41
Errand service
8
18
8
9
43
maintenance
24
12
4
12
52
12.30 Yardstick Report: Parking Problem at Caputi’s Italian Restaurant (Obj. 5)
CONCLUSIONS
Having thoroughly analyzed all available options, I have arrived at the following conclusions.
The decision matrix helped in fleshing out the advantages to the restaurant and the benefits to its
customers.
1. Overall, offering valet service is the best solution to the restaurant’s parking problem because
it ranks highest in the two most important criteria: cost to the restaurant and convenience to
the customer.
Based on the preceding conclusions, and after weighing the relative importance of the criteria we
discussed, the following recommendations seem the most advisable:
1. Hire a valet service.
These three recommendations are highly likely to satisfy patrons while also keeping restaurant
costs down.
Weighted Decision Matrix
Cost to
Restaurant
Cost to
Customer
Ease of
Implementation
Convenience
to Customer
Total
Weights:
10
6
4
8
Valet
3
1
2
3
68
Shuttle
1
3
1
2
48
Advertising
2
3
3
1
58