Does the brand name of an ice cream affect consumers’ perceptions of it? The marketing manager of a major dairy pondered this question. She decided to ask 60 randomly selected people to taste the same flavor of ice cream in two different dishes.

The dishes contained exactly the same ice cream but were labeled differently. One was given a name that suggested that its maker was European and sophisticated; the other was given a name that implied that the product was domestic and inexpensive. The tasters were asked to rate each ice cream on a 5 point scale, where 1 = Poor, 2 = Fair, 3 = Good, 4 = Very good, and 5 = Excellent. Do the results allow the manager to conclude at the 10% significance level that the European brand is preferred?