When marketers position products or establish new brands, they aim to differentiate their product from its competition. To investigate the consumers perception, spontaneous associations are frequently used. That means consumers are esposed to different products and asked what comes to their mind when they see or hear of this product. For example, suppose a study was conducted to determine whether safety or sporty comes to a persons mind when they see or hear of a particular type of automobile: BMW, Mercedes, or Lexus. The results are summarized in the following contingency table. Test if the variable automobile and the variable consumers perception are statistically independent, setting = 0.05.