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Table of Contents

Executive Summary

Introduction

Methodology

Analysis

Conclusions

Appendix A

Appendix B

Consumer Preference Study

The following is a comprehensive consumer preference analysis which includes results from the copy testing of advertisements for three brandsof laundry detergent: Arm & Hammer, Downy and Purex. The statistical techniques used in the analysis will be discussed in detail in the pages that follow.

Enter

Final Report for ADV 380J Qualitative and Quantitative Research
Summer 2006
Dr. Leckenby

University of Texas at Austin