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Our results with these values proved consistent with the information our client Honda Motor Co provided us. Their prediction from their own research was that Honda is ranked by consumers as being the number one automobile that is considered, fun, safe, and clean (environmentally friendly). From our own primary research, we found this to be true, even when transferred specifically to the San Diego State University market.

Other interesting results we found were that college students placed a high emphasis on price, fuel economy, and reliability as being key features that are most important in an automobile.

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