Examine whether the data provides evidence of significant differences in the evaluations of the four brand alliances. Comment on the pattern of any identified significant differences.

Foundations of Quantitative Data Analysis
o Determine whether the expectation that female respondents have evaluated the brand alliance between htc and Swatch higher than male respondents is supported.

o Examine whether the data provides evidence of significant differences in the evaluations of the four brand alliances. Comment on the pattern of any identified significant differences.

– Using attitudes towards the two parent brands, product fit and the sixe types of brand fit as predictors develop the ‘best’ model to explain/predict evaluation of the brand alliance.