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Case 19: Analyzing Decision Matrices 561

a home studio to record original music, which she mixes Your assignment
digitally and sells from her Web site. Helen has been keep- Write an e-mail to Helen thanking her for getting back to
ing you up-to-date on her research. She is considering you and explaining that you would like her to redo the re-
different models on the basis of four criteria: ease of use, search. Describe the methodological problems you see in
sound quality/playability, MIDI (Musical Instrument Digital the tables and in her explanations of them. Describe how
Interface) compatibility, and cost. to perform the research so that she will elicit more-
She e-mails you an update that contains two tables objective information. Explain how to set up a decision
showing her analysis so far (see Document 19.1). You look matrix. Where appropriate, provide examples of how to
it over, then send her an e-mail that contains some ques- present the data effectively in her tables.
tions. She replies (see Document 19.2).

table 1 digital guitar necessary-criteria evaluation

Sound Quality/ Consider
Guitar Model Ease of Use 1 Playability 2 MIDI Compatibility 3 Cost 4 Further?

Epiphone Limited No Medium Low $399 No
Edition 1966
G-400
Fender VG Yes High High $950 Yes
Stratocaster
Gibson Les Paul No High Yes $1,399 No
Studio

1 Minimal setup time for each guitar, and instruction included; instruments with low learning curves and intuitive interfaces.
2 Guitars require hum-canceling pickups that rate at least 1320 (5.9 kilonewtons) on the Janka Hardness Scale, white ash wood.
3 Guitars require 1/4" coaxial, MIDI, DIN 5/180° in/out/thru and to-host connectors; guitars require separate MIDI interface units.
4 Guitars at $950 or less each.

table 2 digital Music equipment decision Matrix/Scores 1

Piano/Guitar Sound Quality/
Brand Ease of Use Playability MIDI Compatibility Cost Total Score

Epiphone Limited 4 6 4 8 22
Edition 1966
G-400
Fender VG 9 10 9 7 35
Stratocaster
Gibson Les Paul 4 8 7 4 23
Studio

1 Scores based on a 1–10 point scale, with 1 indicating the lowest score and 10 indicating the highest score.
document 19.1 two tables from the Results Section of a Recommendation Report

19_MAR_67948_Ch19_512-562.indd 561 11/29/11 3:36 PM