The next step involves analysing the data collected from the qualitative research. The results give managers the correct weightings to assign to each of the attributes. You must assign each of the attributes with a Value Moments weighting.

Assigning a VM weight to each attribute is done through one of two methods - quantitative surveys or from our research database. Attributes which are weighted with VM0 will receive a zero score. VMs of 10, 20, 30, 40 and 50 will be given points corresponding to their value, of 10, 20, 30, 40 and 50 respectively.