The purpose of this survey was to use copy testing to determine consumers brand preference for three brands of 100-calorie packaged snack foods.

Throughout the course of this study the initial brand preference was determined, common attributes of the brands were analyzed and the effectiveness of the print ads were also determined.

Results were collected by way of on-line questionnaire, which was e-mailed as well as posted on an on-line community website.

Sixty six people responded to the questionnaire, with no control group. Following this the responses were uploaded to a database where the statistics software program SPSS was used to analyze the responses.

 
Using SPSS, five different analyses were conducted: Basic statistics, multiple regression analysis, discriminant analysis, ANOVA/MANOVA and factor analysis. These test revealed a slight brand preference for Nabisco, as well as Orville Redenbacher, but overall the brand preference was similar for all three brands.
A more detailed report of the results is available in the Analysis section.