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Basic Statistics | Regression Analysis | Discriminant Analysis | ANOVA/MANOVA | Correlated t-test across Brand Index Scores The respondents showed the most positive attitude toward Dove brand based on the brand index score which is a compilation of the respondents' responses on the ten Likert's items. Dove had a mean of 34.3, while Olay had a mean of 33.4, and Tone had a mean of 30.0. However, all three mean scores were in the middle range indicating that the respondents, on average, had neutral feelings towards all three brands. Because the t-tests for all three brands were significant, this is true for both the sample and the population. Between-group t-test: Pre-to-post Exposure to Ad For Dove, about 41% of the respondents gave lower preference score after seeing the ad than before seeing the ad while only 27% gave higher score. The mean brand index score for the respondents who moved down was also higher than the mean brand index score of the respondents who moved up. The decrease of post-exposure preference score among the respondents who viewed the brand more positively might be the result of their negative attitude toward Dove's ad or the more postive attitude toward other ads resulting in them giving more preference score to other brand than to Dove. However, this result could not be projected to the rest of the population. While the brand index score indicates how the respondents feel toward the brand, the ad index score, on the other hand, indicates how the respondents feel toward the ad. The up-movers showed higher ad index score than the down-movers indicating that the respondents who increased their preference score after seeing the ad were the respondents who liked the ad. Based on the t-ratio, this was true in both the sample and the rest of the population. Chi-squared Significance Test: Relationship between High/Low Brand Index Scores and Up/Same/Down Movers The greatest number of respondents (n=16) fell within the category of those who gave lower preference score after seeing the ad but had the brand index score above the median. This indicated that for those who had brand index score above the median, more than half gave lower preference score after seeing the ad while the rest were almost equally distributed between non-movers and up-movers. On the other hand, for the respondents who had the brand index score below the median, almost half stayed the same while the rest moved up and down equally. These percentages between the respondents who moved up, stayed the same, or moved down and below and above the brand index score median could be projected to the rest of the population based on a significant result from the chi-squared test. This result implied that Dove's ad might not be as successful as it should be since after seeing the ad, the respondents who already felt positive toward the brand showed less preference toward the brand while the respondents who had negative attitude toward the brand still retained their original preference rate toward the brand. Pre- and Post-Exposure Change Score Frequencies For Dove, about 41% of the respondents moved down meaning that almost half of the respondents indicated that they would be less likely to buy the brand after seeing the ad than before seeing the ad. For Olay, the result was the opposite, as high as 44% of the respondents moved up after seeing the ad indicating that the ad was successful in changing the respondents' preference toward the brand. For Tone, 50% of the respondents stayed the same meaning that there was no change in the respondents' preference of the brand before and after seeing the ad. Based on these numbers alone, Olay's ad was found to be the most successful in changing the respondents' preference. Dove and Tone Brand Index Score Frequency Counting About 70% of the respondents had more positive attitude toward Dove brand than toward Tone brand. Correlation between Dove and Tone Brand Index Scores Dove and Tone had a moderate linear correlation with each other. The relationship was a negative relationship meaning that the more a person had a positive attitude toward one brand, the less positive one would feel toward the other brand. Correlation between Dove and Tone Brand Index Score Sub-sample Based on only female respondents, the correlation between Dove and Tone brand index scores was almost similar to the result for the entire sample indicating that female respondents' attitude toward the two brands did not differ from the rest of the sample. Multiple Regression Analysis for Dove Seven out of the ten brand attributes were more substantial than the rest of the attributes meaning that they explained the variance in pre-to-post ad exposure change scores better than other brand attributes. These seven attributes are "Dove is a good brand," "I prefer Dove over other brand," "I like how Dove makes my skin feel," "Dove is more moisturizing than other body washes," "Dove improves my skin quality," "Dove makes me feel cleaner than other body washes," and "Dove is not for me." However, none of the attribute was significant, thus the impact of these attributes could not be projected to the population. Multiple Regression Analysis for Olay The brand attributes that explained the most of the variance were "Olay is a good brand," "Olay is more moisturizing than other body washes," and "Olay improves my skin quality." Only one attribute, "Olay makes my skin glow" could be projected to the rest of the population based on a significant t-ratio. Multiple Regression Analysis for Tone For Tone, the brand attributes that explained the most of the variance accounted for were "Tone is a good brand," "I prefer Tone over other brands," and "Tone makes my skin glow." The impact of all three attributes could be projected to the population. Tone's Coefficient of Multiple Determination was the highest and was the only significant one meaning that Tone' brand attributes accounted for as high as 31% of the change in the pre-to-post exposure score and can be projected to the rest of the population while the Coefficient of Multiple Determinations for the two other brands were very small and were not significant. Three of the ten attributes for Tone were found to be important in contributing to the differences in pre-to-post ad exposure scores. As a general interpretation of the meaning of the discriminant function coefficients, we may say the following about the three most important attributes:
However, because the Wilk's Lambda and chi-squared tests were not significant, the result found could not be projected to the population. On the other hand, the Classification Matrix showed that it was possible to predict with 78.1% accuracy whether a respondent would prefer the brand based on the attitude that that respondent had toward the brand and because the t-ratio was found to be significant, this accuracy percentage could be projected to the rest of the population. ANOVA Except for men whose score did not move pre-to-post exposure to the ad, the rest of the respondents disagreed on the attribute, "I prefer Tone over other brands of body wash,' or, in other word, most of the respondents did not prefer Tone over other body washes. There was also a difference between men and women. Men' mean scores in each group were higher than women' scores in the same group indicating that, on average, men did not disagree as strongly as women. Nevertheless, the F-ratios showed that only the mean scores among the gender group could be projected to the rest of the population. MANOVA Several interesting conclusions drawn from the MANOVA analysis were:
The eigenvalues showed that Dove and Olay had three important factors while Tone had two. The Varimax-rotated Matrices were chosen for both Dove and Olay, while the Factor Matrix was chosen for Tone. These matrices were chosen because they had the least number of ambiguous row. The mean attitude scores for the three brands showed that Dove had the highest mean score followed by Olay and Tone respectively. However, the three scores fell within the middle range indicating that most respondents felt rather neutral toward the three brands with more positive attitude toward Dove and Olay and slightly negative attitude toward Tone. Lastly, a t-test showed that the differences in the mean attitude scores between the three brands were significant and could be projected to the population. For Tone, the respondents should be grouped into two clusters instead of three clusters since the relationship between the cluster in the two-cluster group was much clearer with one cluster consistently having higher mean scores than the other. The two-cluster group also could be identified based on the respondents' gender with the first cluster leaning toward female while the second cluster had about equal percentage of male and female. On the other hand, only one of the three clusters could be identified by gender while the other two clusters could not be clearly identified by any one gender. Nevertheless, even though the two-cluster group was much preferred over the three-cluster group, the chi-squared test showed that only the result for the three-cluster group could be projected to the population.
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Consumer Preference Survey - Quantitative and Qualitative Research Summer 07 - Nisachon Sriobchoey |
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