Consumer Attitudes Towards Breakfast Cereals

SUMMARY:

The cereal.attitute data set is a matrix giving the percentage of people agreeing with 11 statements about 8 brands of cereal. The rows of the data set are the statements (e.g., "Reasonably Priced") and the columns are the brands.

SOURCE:

Chakrapani, T.K. and Ehrenberg, A.S.C. (1981). An Alternative to Factor Analysis in Marketing Research Part 2: Between Group Analysis. PMRS Journal 1: 32-38. Republished by permission of the Professional Marketing Research Society.

EXAMPLES:

faces(t(cereal.attitude), labels = dimnames(cereal.attitude)[[2]], 
      ncol = 3)