Perception – Which Ad is Best?

Your task in this exercise is to select the best radio commercial from the three presented below.  You will need to consider the model of perception (which is how consumers’ process information). As a quick recap, this model suggests that consumers often learn about products/brands in a passive/disinterested manner (requiring Continue reading...

Reviewing a Multi-Attribute Model

In this exercise, your task is to review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).

In the survey (which uses hypothetical data), consumers have been asked to rank the importance of various attributes and then score the … Continue reading...