Consumer Preference Analysis
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Consumer Preference Analysis |
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METHODOLOGY
Structure of Questionnaire:
The following sections are included in the questionnaire: Title Page, Top of Mind Awareness, Pre-Ad Exposure Rating, Print Ad Viewing, Post-Ad Exposure Rating, Post-Ad Exposure Differences, Brand Attitudes, Advertisement Attitudes, Print Ad Evaluation (Effectiveness), and Demographic/Lifestyle Information. A description of each of these sections follows.
Title Page: A title page appears after a respondent clicks on the questionnaire's link. The title page is designed to motivate participants to take the survey and specifically states that all responses will be held strictly confidential.
Top of Mind Awareness (Section 1): These questions ask the respondents to type the last brand of beer, vodka, and whiskey he or she purchased. The purpose of this question is to determine which brands are "top of mind" to the respondent and to which brands the respondent may feel a sense of loyalty. At this point, the respondent does not know which brands the survey will focus on; thus, the goal is to minimize biases when collecting the data. For the purposes of this study, the whiskey responses will be the only brands analyzed.
Pre-Ad Exposure Rating (Section 2): These questions ask the respondent to record his or her attitude toward or intention to buy beer, vodka, and whiskey on a 10-point constant sum scale according to how much they like each brand right now. The respondent is asked to assign the 10 points across three brands, avoiding a three-way tie and assuring a definite brand preference. The values from this scale are eventually used to analyze pre- and post-ad exposure changes. For the purposes of this study, the whiskey responses will be the only brands that will be analyzed; beer and vodka were included to get the respondent accustomed to the concept of dividing 10 points across three brands.
Print Ad Viewing (Section 3): The survey then directs respondents to quickly view three print ads. It is noted that when the respondent finishes looking at all three ads, the remainder of the questionnaire should be completed without returning to the ads. This request was made so as to duplicate the viewing environment encountered when flipping through a magazine. The three print ads included in this questionnaire were taken from a men’s specialty magazine (GQ, September 2006). All three ads are fairly consistent in layout and design (for example, all are four color, full-page bleeds).
Post-Ad Exposure Rating (Section 4): This section is the same as section 2. Repeating this question is extremely important, as it is designed to determine any change in brand preference after viewing the ads. This "post viewing" section allows for the comparison of pre-ad exposure index scores and post-ad exposure index scores to create a change score for each brand.
Post-Ad Exposure Differences (Section 5): This section has four parts, three of which are optional. The first part is to determine if viewing the ads makes the respondent feel differently toward any of the three brands. If there is no difference, the respondent skips ahead to section 6; if the respondent selects yes, he or she is then asked which brand was affected, whether the impact was favorable or unfavorable, and to provide any additional comments about the difference of opinion.
Brand Attitudes (Section 6): These questions use Likert scales to measure attitudes, preferences, and subjective reactions to each brand. The questions reflect common attributes (both negative and positive) associated with whiskey. The respondent chooses only one of the following answers for each attribute: Strongly Agree, Agree, Neither Agree nor Disagree, Disagree, or Strongly Disagree. This Likert scale enables qualitative brand attributes to be converted to quantitative data (each answer has a numerical value). The respondent selects a response on the Likert scale that best reflects his or her opinion regarding the following attributes: ("Brand A" is used below in the place of Jack Daniel’s, Southern Comfort, or Wild Turkey.)
Advertisement Attitudes (Sections 7): This section asks the respondent to give a "Yes" or "No" response to 10 different impressions of each brand based on the print ads. To gauge general reactions to the print ads, these impressions are both negative and positive. The responses are also numerically coded for quantitative analysis. The respondent is asked to respond to the following impressions: (Once again, "Brand A" is used below in the place of Jack Daniel’s, Southern Comfort, or Wild Turkey.)
The ad for “Brand A” was:Ad Evaluation/Effectiveness (Section 8): This section asks the respondent to give a "Yes" or "No" response to ten different statements regarding each print ad's effectiveness. The same statements and order are used for all three test brands. The responses are also numerically coded for quantitative analysis. The respondent is asked respond to the following impressions:
Demographic/Lifestyle Information (Section 9): The final section has six questions to gather basic demographic and lifestyle information: the respondent’s gender, age, highest level of education, how many times per week the respondent drinks alcoholic beverages of any kind, how many times per week the respondent drinks whiskey, and how many times per month the respondent entertains family/friends. Respondents are also offered the opportunity to add any additional comments. These questions are at the end of the questionnaire because they are the least important and sometimes turn people off if asked toward the beginning. When the respondent is finished, he or she is directed to click the "Submit" button.
For the specific frequencies of how each question was answered, please refer to Appendix A.
This study was conducted by a graduate student for the purpose of exploration into consumer preferences for whiskey and to see which brand is liked best by respondents. Survey methodology was used and the study followed the pseudo-experiment group format (there was not a control group). Sixty respondents completed an online questionnaire and were asked to assign 10 points across three brands of whiskey before viewing print ads. After exposure, the respondents were asked to assign 10 points again across the same three brands of whiskey. The pre- and post-exposure questions were used to assess the differences in the respondents' opinions to calculate constant sum change scores. The constant sum change scores were used to indicate whether respondents moved up, down, or stayed the same in their opinion of the brands after exposure to the print ads. There were also several other variables that were tested after viewing the print ads to determine important brand attributes that might also affect brand preference. Answers that were qualitative in nature were assigned numerical values to allow for quantitative analysis of the results.
Sampling Description:
Due to time and monetary constraints, this study utilized a non-random, convenience sample. A minimum of 60 completed questionnaires was required in order to have an adequate sample size for analysis. This sample size also allows for enough representation so that if statistical significance is found, projection can be made in 85 or more samples out of 100 within the same population from which these 60 were drawn.
Online Data Collection Process:
The data in this study were collected via the questionnaire contained in Appendix B. The 60 respondents, comprised of family and friends, who filled out this questionnaire accessed it via a link sent in an e-mail. The questionnaire itself was built using Dreamweaver. Data were collected through linked files: an Access database file and a Cold Fusion file (located on a University server). The data entered into the questionnaire were captured and eventually exported into SPSS (statistical software) for analysis. Due to this method of online data collection, error was minimized because the respondents' exact answers were transferred directly into the database and no manual coding was needed.
Here is a breakdown of techniques used by section:
Section 1 & 2: In these sections, text fields allow respondents to manually enter brand names and numbers to make up 10 points in response to the questions asked. A Microsoft Access database (located on a University server) then records the text typed into that field within a database category (column).
Section 4: This section has multiple parts and utilizes two methods. All questions except for the last use radio buttons to capture responses. The answers are coded with a value for each answer (for example, "1" for yes, "0" for no). The assigned numerical value is then recorded in the database for later analysis. The last question uses a text box for comments and these results are then recorded as text in the database.
Section 6: This section utilizes Likert scales with each response assigned a numerical value. Radio buttons are used for response selection where only one selection is allowed per question. The numerical value associated with the selected response (for example, “5” for "Strongly Agree" to a positive statement, “1” for "Strongly Agree" to a negative statement) is then recorded into the database.
Sections 7 & 8: These sections also use radio buttons with assigned numerical values. The numerical value associated with each selected response is then recorded into the database.
Section 9: The first six questions in this section gather information by using drop-down menus in which respondents select answers that match them. The database then records the numerical values assigned to each response. The last question uses a text box for comments and these results are then recorded as text into the database.
Once the respondent completes the survey, he or she sends the results to the researcher via a "Submit" button. With the help of a Cold Fusion file (linked to a University server), the numbers and field names are then stored in an Access database file.
60 surveys were completed and the database file was then imported into SPSS so that analyses could be conducted.