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Which new product should Classic Folios develop?

INTRODUCTION Classic Folios generates 90% of its revenues from the sale of homeowner manuals and reservation guides, a family of products that was specifically developed for the new build residential property market. This dependence on a single market represents a significant potential threat for the company. This questionnaire aims to help Classic Folios identifying a new product as successful as its current main products and is designed to utilise your expert judgement and wisdom in choosing it from amongst seven new candidate product ideas. Your answers will be entered into Expert Choice, a piece of software used for decision making, and the results obtained will be used to assist the company in taking such a strategic decision. Thank you in advance for your help.


Which product’s market is growing the most? Please consider the following comparisons and assess the level of market growth using the scale below. Please circle one number per row. The market growth of product Y is moderately (or three times) higher than the market growth of product X

Extremely

Very strongly

Strongly

Moderately

Equally

Strongly

Extremely

Moderately

The market growth of product X is equal than that of product Y

Very strongly

The market growth of product X is strongly (or five times) higher than the market growth of product Y

Product X

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

Product Y

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(B) Training Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(E) Club Folio & personal organiser (E) Club Folio & personal organiser (F) Marine Folio

1


Which product is likely to sell in the largest volumes? Please consider the following comparisons and assess the sales volume using the scale below. Please circle one number per row. The sales volume for product Y is moderately (or three times) bigger than the sales volume for product X

Very strongly

Strongly

Moderately

Equally

Moderately

Strongly

Extremely

Very strongly

The sales volumes for product X and product Y are equal in size

Extremely

The sales volume for product X is strongly (or five times) bigger than the sales volume for product Y

Product X

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

Product Y

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(B) Training Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(E) Club Folio & personal organiser (E) Club Folio & personal organiser (F) Marine Folio

2


Which product’s market offers the largest advantage to the company because of its proximity to Classic Folios’ current location? Please consider the following comparisons and assess the advantage related to the proximity of the products’ markets to Classic Folios’ current location using the scale below. Please circle one number per row.

Extremely

Very strongly

The market of product Y is moderately (or three times) more advantageous than the market of product X considering their proximity to Classic Folios’ current location

Strongly

Moderately

Equally

Strongly

Very strongly

Extremely

Moderately

The markets of product X and product Y offers same advantages considering their proximity to Classic Folios’ current location

The market of product X is strongly (or five times) more advantageous than the market of product Y considering their proximity to Classic Folios’ current location

Product X

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

Product Y

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(B) Training Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio (E) Club Folio & personal organiser

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(E) Club Folio & personal organiser (E) Club Folio & personal organiser (F) Marine Folio

3


Which product’s clients are the easiest to identify and approach? Please consider the following comparisons and assess how easy it is to identify and approach the prospective customers using the scale below. Please circle one number per row.

Extremely

Very strongly

The clients of product Y are moderately (or three times) easier to identify and approach than the clients of product X

Strongly

Moderately

Equally

Strongly

Extremely

Moderately

The clients of product X and the clients of product Y require the same amount of effort to be identified and approached

Very strongly

The clients of product X are strongly (or five times) easier to identify and approach than the clients of product Y

Product X

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

Product Y

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(B) Training Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio (E) Club Folio & personal organiser

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(E) Club Folio & personal organiser (E) Club Folio & personal organiser (F) Marine Folio

4


Which product can achieve the highest profit margin? Please consider the following comparisons and assess the profit margins using the scale below. Please circle one number per row.

Extremely

Very strongly

The product Y can achieve a profit margin moderately (or three times) higher than the profit margin achievable by product X

Strongly

Moderately

Equally

Strongly

Extremely

Moderately

The product X and the product Y can achieve equal profit margins

Very strongly

The product X can achieve a profit margin strongly (or five times) higher than the profit margin achievable by product Y

Product X

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

Product Y

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(B) Training Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio (E) Club Folio & personal organiser

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(E) Club Folio & personal organiser (E) Club Folio & personal organiser (F) Marine Folio

5


Which product will require the highest initial outlay? NOTE. Please consider as part of the initial outlay the costs related to the acquisition of new technology, new staff and any external advice. Please consider the following comparisons and assess the initial investment using the scale below. Please circle one number per row.

Extremely

Very strongly

The product Y requires an initial investment moderately (or three times) higher than the initial investment required by product X

Strongly

Moderately

Equally

Strongly

Extremely

Moderately

The product X and the product Y require an equal initial investment

Very strongly

The product X requires an initial investment strongly (or five times) higher than the initial investment required by product Y

Product X

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

Product Y

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(B) Training Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(E) Club Folio & personal organiser (E) Club Folio & personal organiser (F) Marine Folio

6


Which product will require the highest production and marketing costs? Note. Please consider as part of the marketing expenditure the costs required to establish a strong relationship with new clients and suppliers. Please consider the following comparisons and assess the production and marketing costs using the scale below. Please circle one number per row.

Extremely

Very strongly

The product Y requires an expenditure moderately (or three times) higher than the expenditure required by product X

Strongly

Moderately

Equally

Strongly

Extremely

Moderately

The product X and the product Y require equal expenditures

Very strongly

The product X requires an expenditure strongly (or five times) higher than the expenditure required by product Y

Product X

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

Product Y

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(B) Training Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(E) Club Folio & personal organiser (E) Club Folio & personal organiser (F) Marine Folio

7


Which product is likely to face the fiercest competition? Please consider the following comparisons and assess the competitive pressure using the scale below. Please circle one number per row.

The product Y is moderately (or three times) more likely to face fierce competition than the product X

Extremely

Very strongly

Strongly

Moderately

Equally

Strongly

Extremely

Moderately

The product X and the product Y will face an equal competitive pressure

Very strongly

The product X is strongly (or five times) more likely to face fierce competition than the product Y

Product X

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

Product Y

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(B) Training Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(E) Club Folio & personal organiser (E) Club Folio & personal organiser (F) Marine Folio

8


Which product is the most vulnerable to recession? Please consider the following comparisons and assess the vulnerability to recession using the scale below. Please circle one number per row.

The product Y is moderately (or three times) more vulnerable to recession than the product X

Extremely

Very strongly

Strongly

Moderately

Equally

Strongly

Extremely

Moderately

The product X is as vulnerable to recession as the product Y

Very strongly

The product X is strongly (or five times) more vulnerable to recession than the product Y

Product X

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

Product Y

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(B) Training Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(A) Business Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(C) Funeral Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(B) Training Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(D) Student Folio & planner

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(C) Funeral Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(E) Club Folio & personal organiser

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

(D) Student Folio & planner

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(F) Marine Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

9

8

7

6

5

4

3

2

1

2

3

4

5

6

7

8

9

(G) Holiday Folio

(E) Club Folio & personal organiser (E) Club Folio & personal organiser (F) Marine Folio

9


If interested in receiving feedback about the data collected through this questionnaire, please write your email address below:

______________________________________________

Please make any comments about this questionnaire below:

_________________________________________________________________________________

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10

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