Brand with two other competing brands in the market

Reference no: EM133622829

Part 1.

As a brand manager for a luxury watch company, Mia is interested in comparing the perceived craftsmanship quality of their brand with two other competing brands in the market. She asks respondents to rate the perceived quality they associate with each brand on a scale of 1 to 10 (1=poor quality; 10=exquisite quality). Now, she wants to test whether the average perceived craftsmanship quality differs significantly across the three brands.

Questions:

1. What market research technique (analysis) would you recommend Mia to use and Why?

2. Describe the specific step in the MR10/11 process to which this scenario belongs.

Reference no: EM133622829

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