Question

You've decided to start an in-home/in-store pet care service in Wilmington. Based on some preliminary research (talking to your friends and running a couple of focus groups at the mall) you know that your potential customers are looking for: someone to regularly "let their pets out" when they are not available, someone to administer prescribed medications and nail trimming, a service to exercise their pets, and one with the ability to handle last minute calls/emergency service. You are planning on opening a small shop to operate out of, that will offer high quality pet supplies, gourmet pet foods, as well as in house grooming. Your focus groups revealed that site location factors preferred by potential customers were: (A) close proximity to where they live, (B) near a major intersection, (C) other shopping nearby, (D) close to the emergency vet clinic on Oleander Drive, (E) ease of access to your store, (F) and an open area surrounding the facility to walk their dogs before and after a visit to your store. Your research also developed importance weights for these factors as follows: A-9, B-7, C-4, D-6, E-8, and F-3. Based on these factors you have narrowed your site selection to three potential sites, 1, 2, and 3 (below), with Scores for each of the factors and calculated Weighted Scores for each of the factors as follows:

Answer 1

		Site Scores
Factors	Weights	Site 1	Site 2	Site 3
A	9	90	70	65
B	7	65	80	85
C	4	80	65	85
D	6	90	50	65
E	8	80	95	95
F	3	70	75	80

The overall score for each site is calculated as sumproduct of weights and site score

Score for Site 1 = 9X90 + 7X65 + 4X80 + 6X90 + 8X80 + 3X70 = 2975

Score for Site 2 = 9X70 + 7X80 + 4X65 + 6X50 + 8X95 + 3X75 = 2735

Score for Site 3 = 9X65 + 7X85 + 4X85 + 6X65 + 8X95 + 3X80 = 2910

So Site 1 has the highest score pf 2975 and should be choosen