# University of North Alabama Data Normalization Discussion

Read case #8 found in the Gibson textbook and complete all of the questions/deliverables in the assignment. Ignore the instructions about individual and group work. Every deliverable in the case is group work. Remember, for this assignment, show all of your work (including formulas) in Excel.

Put each group member’s name on the paper. Only one person in the group should submit the group’s response. (Multiple submissions by multiple members will result in a grading penalty.) For this assignment, please submit all of your Excel work in a single .xls or .xlsx file and submit all of your answers in a single .doc, .docx, or pdf file. Please clearly label each question in the .doc file. Copy and pasting portions of your Excel work into the .doc file is strongly encouraged. Also, put the text of each question into the paper and make sure you put quotation marks around the questions so the plagiarism checker (Turn It In) will ignore the questions.

Case Notes:

Question 1. Data normalization is a “process in which data inside a database is reorganized in such a way that users can better use that database for further queries and analysis”. To normalize data in Excel, the formula used for this is: =(A1 – MIN(A:A)) / (MAX(A:A) – MIN(A:A)). For a further explanation of this equation, see https://travishorn.com/excel-formula-to-scale-data-from-0-to-1-64008ffc2013 (Links to an external site.). If you don’t like this approach, there are numerous explanations showing how to do this on the web. Do a Google search for “data normalization excel between 0 and 1”.

Question 2. The Marginal Rate of Substitution (MRS) is defined as “the rate at which a consumer is willing to forgo a number of units good X for one more of good Y at the same utility”. The equation for MRS is simply MUx/MUy where the MUx is the marginal utility of good x and MUy is the marginal utility of good y.

To do this in Excel, the following link provides an example of Marginal Utility in Excel: https://www.educba.com/marginal-utility-formula/?source=leftnav (Links to an external site.). Once you have calculated MUx and MUy use the Mux/MUy formula to determine MRS.

Remember to use the bulleted statements on page 212 for this step of the problem.

Question 3. Weighted scoring is designed to help you decide how to prioritize product features. The math is pretty easy to do. Use the weights you calculated in step 2 and use the normalized data you calculated in step 1.

Step 1. Compile a list of the features and other initiatives under consideration. (This is done for you in the case. See the table on page 212)

Step 2. Devise a list of criteria, including both costs and benefits, on which you’ll be scoring each of these initiatives.(Again, this is done for you in the case. See the table on page 212.)

Step 3: Determine the respective weights of each criterion you’ll be using to evaluate your competing initiatives. (You did this in question 2.)

For example, let’s say you determine that the benefit “Increase Revenue” should be weighted more heavily in the overall score than the cost “Implementation Effort.” Then you will want to assign a greater percentage of the overall score to Increase Revenue.

The screenshot here shows an example of a team using six scoring criteria—three costs, three benefits—on which to rank the relative strategic value of five competing product initiatives.

Step 4: Assign individual scores for each potential feature or initiative, across all of your cost-and-benefit metrics, and then calculate these overall scores to determine how to rank your list of items. (Your answer to this step should resemble the work shown in the figure above.)

Question 4. Make some charts. You really cannot go wrong here. Use the Insert —> Charts command on the Excel Ribbon. Use the data you’ve generated thus far and make some charts. Your charts should help you make a decision about which camper to choose.