Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 26

The Maximum Company has invented an extrastrength, instant coffee brand to be called "Max-Gaff," positioned to be stronger tasting than any competing brands. Design a taste-test experiment that compares Max-Gaff to the two leading instant coffee brands to determine which brand consumers consider to taste the strongest. Identify and diagram your experiment. Indicate how the experiment is to be conducted, and assess the internal and external validity of your experiment.