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Ipsos Reid Case

Satisfactory Essays
In 2008, Ipsos Reid conducted a poll on behalf of RBC revealing that 4 in 10 (43%) Canadians don’t put winter tires on their car during the winter driving season (Ipsos Reid 2008). Ipsos Reid had conducted another poll specifically for Ontario drivers, wherein only 47% of respondents claimed that they use winter tires (Traffic Injury Research, 2012). Winter tires are perceived to be more expensive when compared with other types of tires (Traffic Injury Research, 2012). Some consumers are led to believe that winter tires have a higher rolling resistance coefficient, in effect, offer less fuel economy (Traffic Injury Research,
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