This activity is designed to highlight the value of using cross-tabs to help analyze market research data.
In this exercise, you will start with the top-level results and then ‘drill down’ in the data through the use of cross-tabs. Hopefully you will find that, as you drill down, that more … Continue reading...
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...
