Attribute Research: Queries!! need help

[Darsh P]

Dear all,
I have to do a research of comparing two car brands on the basis of 40 attributes.
I am going to use a scale of -7 to +7 for asking the customers to rate the brands on the attributes.
My queries are:

1. how to find a suitable sample size. what tests to use for that?

2. After i get the ratings. For eg, the average ratings for the following four attributes are:

Attribute -> Chevrolet..<->..Ford
…design ->….(+4)…..<->……(+6)
..comfort ->…..(-2)…<->……(-1)
top speed ->….(+6)….<->…..(+7)
…Brakes ->…..(+7)….<->…..(+9)

is there a way to to validate the above findings, what all tests I have to use to prove my research is a good one? Plz mention them all.

Thank you for your time and reply
Stay Fun

[Darsh P]

hey Dave, Thanks a tonn for your reply…

You suggestion of coding and recoding of the responses is excellent and will lessen the tediousness of the job. Now my doubts are:

1. I have divided the 40 attributes in 5 groups. Each paticipant is evaluating both the brands…so as per what you said, I have correlated groups data.
For eg. after coding -7 as 1, etc. I have the foll data

(Attribute
GROUP) -> Chevrolet..<->..Ford
…design ->….(12)…..<->……(14)
..comfort ->…..(6)…<->……(7)
  speed ->….(14)….<->…..(15)
…Brakes ->…..(15)….<->…..(14)
how can i run t tests on this.

2. still i dont know about selection of sample size.

3. any good books from which i can learn how to apply these test and gain knowledge about market Research??

Thank you so very much Dave for your time and reply

Regards,
Darshan

[Author]

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