This is a comprehensive consumer preference analysis that includes copy testing research for three brands of mascara: Covergirl, Rimmel and Max Factor. Several statistical techniques were used for the analysis and will be discussed in detail in the following pages.

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This web site is a class requirement for Dr. Leckenby's ADV 380j Fall 2005 Quantitative and Qualitative Research Seminar at the University of Texas at Austin in the Advertising Graduate program.