Methods for the Analysis of Choices and Evaluations

OPTIONS ANALYSIS

COMPONENTS OF APPEAL DISTRIBUTIONS AND FORCES FOR CHANGE

PERFORMANCE ASPECT

MEASURE OF ASPECT/ CHANGE

CURRENT STATUS DESCRIPTIONS

RELEVANT CHANGE EFFECTS

CHANGE DESCRIPTION

ACTIONS LIKELY TO CREATE THE KIND OF CHANGE REFERRED TO

Blockage
e.g. awareness or familiarity

 

 

Percent experiencing blockage

 

Present or absent.

(Where there is blockage there is no appeal.)

Increase

Increase those able to provide a rating of option, for example, via increase in awareness.

Have brand focused advertising campaign.

Provide introductory offers, samples or trials.

Decrease

Decrease in those able to provide a rating.

Stop advertising.

Change name.

Level

Mean

Positive or negative.

High or low.

Upward

Across-the-board increase in measures.

Have an across-the-board price cut.

Increase service quality.

Downward

Across-the-board decrease in measures.

Have across-the-board price increase.

Decrease service quality.

Disparity

 

Standard deviation

Wide or narrow.

Narrowing
(Shrinking)

Proportionate reduction in distances between measures.

Single source information to reduce variation and conflicts in information provided.

 

 

 

 

Widening
(Stretching)

Proportionate increase in distances between measures.

Increase in quality together with an increase in price.

 

 

PERFOR- MANCE ASPECT

MEASURE OF ASPECT/ CHANGE

CURRENT STATUS DESCRIPTIONS

RELEVANT CHANGE EFFECTS

CHANGE DESCRIPTION

ACTIONS LIKELY TO CREATE THE KIND OF CHANGE REFERRED TO

Leaning

Skewness

Degree and direction of asymmetry.

Top extending

A disproportionate and asymmetrical drawing of  the distribution from the top upwards or moving the rest downwards, or both, to a more pointed top end.

 

Introduce tax reductions for a selected sub-group e.g. the very rich.

 

 

 

Bottom extending

A disproportionate and asymmetrical drawing of  the distribution from the bottom downwards or moving rest upwards, or both, to more pointed bottom end.

 

Introduce tax increases for a selected sub-group e.g. the very rich.

 

 

 

Top compacting

A disproportionate and asymmetrical compacting of distribution at the top end against a ceiling to which the distribution moves or a ceiling which moves down on the distribution, or both.

Abolish volume discounts for amount of customer trade.

 

 

 

Bottom compacting

A disproportionate and asymmetrical compacting of distribution at the bottom end against a floor to which the distribution moves or a floor which moves up to the distribution, or both.

 

 

Introduce free initial consultations for professional service.

 

PERFOR- MANCE ASPECT

MEASURE OF ASPECT/ CHANGE

CURRENT STATUS DESCRIPTIONS

RELEVANT CHANGE EFFECTS

CHANGE DESCRIPTION

ACTIONS LIKELY TO CREATE THE KIND OF CHANGE REFERRED TO

Cohesion

Kurtosis

Peaked with large tails, flat or U-shaped.

Middle compressing
(Increasing size of centre and tails)

Compression of the waist of the distribution  and so enlarging the middle and the tails tending to a three way split.

Focus on areas with common appeal in a contentious area.

In this example on birth control, introduce measures that allow abortion when a “reasonable” case can be made. The characterised result would be a more concentrated and higher peak of appeal in the middle with pro and anti ratings relatively more concentrated in the upper and lower tails of the distribution.

 

 

 

 

Disjointing (Towards flat to polarising at the extreme )

A disproportionately expanding effect on distances between  measures relative to the average.

Focus on solutions with “built-in” conflicts or differential appeal affecting a common objective across a target group.

In this example on improving health, reduce taxes and make everyone pay for their own health care so that those with below average incomes are relatively worse off and those above are better off. The characterised result is one of people moving increasingly away from the position of average appeal, in both directions.

 

 

PERFOR- MANCE ASPECT

MEASURES OF ASPECT/ CHANGE

CURRENT STATUS DESCRIPTIONS

RELEVANT CHANGE EFFECTS

CHANGE DESCRIPTION

ACTIONS LIKELY TO CREATE THE KIND OF CHANGE REFERRED TO

Interalignment:

Concordance or contrast

Correlation

(Positive relations are concordant  and negative relations are discordant or contrasting. The relations may be non-linear.)

Systematic patterns of appeal association between options generated by common or contrasting appeal.

Increasing concordance

An increasing level of systematic agreement between measures on two options for individual within a group.

Make two options more similar.

Emphasise similarities between options.

Make attributes the same.

 

 

 

 

 

Increasing discordance or contrast

An increasing level of systematic disagreement between measures on two options for each individual within a group.

Make two options more different.

Emphasise differences.

Have different attributes.

Interalignment:

Unique contributions

Zero correlation

(Random relations)

Unique option appeal variation for each individual (after accounting for other sources of effect).

Increasing or decreasing  non-systematic contribution to appeal.

An increasing or decreasing amount of random appeal generation reflecting the focus, versatility or flexibility of the product, service, policy, etc.

Add complexity to increase unique contribution.

Increase uniformity to decrease unique contribution.

 

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