ADV 380J - Bottled Water Survey

APPENDIX A
Below is the online survey with the descriptive statistical results included. To view the original questionnaire, please visit Appendix B. View the survey

Hello, my name is Sohyun and I am a graduate student at the University of Texas at Austin. I’ve created this online survey about consumer brand preferences for a research class. I would appreciate your taking the time to fill it out (approx <10 min). It will take for you to positively impact my academic future! All answers will be kept strictly confidential and will be used for educational purposes only. Thank you in advance for your time, responses, and assistance with this research.

Please click here to begin

Section 1
1. Please type your answer to each question in the blank provided.
A) The last time you purchased a soft drink, which brand did you buy? n=73; Coke n=48 (65.8%); Pepsi n=10 (13.7%); Dr. Pepper n=6 (8.2%); All Others n=9 (12.3%)
B) The last time you purchased a sports drink, which brand did you buy? n=73; Gatorade n=51 (69.9%); Powerade n=11 (15.1%); Vitaminwater n=5 (6.8%); All Others n=6 (8.2%)
C) The last time you purchased bottled water, which brand did you buy? n=73; Dasani n=22 (30.1%); Ozarka n=14 (19.2%); Aquafina n=8 (11.0%); Fiji n=8 (11.0%); Arrowhead n=6 (8.2%); Evian n=3 (4.1%); All Others n=12 (16.4%)
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Section 2
1. Below you will find three brands of soft drinks. Please divide 10 points among these products according to how likely you would be to buy each brand. (Please use only whole numbers such as 0, 1, or 2. Do not use fractions such as ½ or 1.5.)
Coke n=73, mean=5.4, standard deviation=2.8
Pepsi n=73, mean=2.2, standard deviation= 2.0
Dr. Pepper n=73, mean=2.4, standard deviation= 2.5
	Total = 10
2. Below you will find three brands of sports drinks. Please divide 10 points among these products according to how likely you would be to buy each brand. (Please use only whole numbers such as 0, 1, or 2. Do not use fractions such as ½ or 1.5.)
Gatorade n=73, mean=6.3, standard deviation= 2.6
Powerade n=73, mean=2.8, standard deviation= 2.2
Accelerade n=73, mean=.9, standard deviation= 1.3
	Total = 10
3. Below you will find three brands of bottled water. Please divide 10 points among these products according to how likely you would be to buy each brand. (Please use only whole numbers such as 0, 1, or 2. Do not use fractions such as ½ or 1.5.)
Evian n=73, mean=3.1, standard deviation= 2.5
Fiji n=73, mean=2.7, standard deviation= 2.2
Aquafina n=73, mean=4.2, standard deviation= 2.7
	Total = 10
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Section 3

The following three pages are advertisements for bottled water. Please read them closely as the remainder of the survey involves questions about the ads. Please do not come back to this section once you have completed viewing.
Please click here to view the ads

Ad #1


Copy: "Return to Purity Detox with water from the French Alps hat’s been naturally filtered for over 15 years. www.eviandetox.com"
Next Ad

Ad #2


Copy: "Fiji, the land that time and airborne toxins forgot. What would you expect to find at the edge of the world? Gold? Another civilization? Perhaps nothing at all. One thing is for certain, you won’t find pollutants. Our water begins as rain, purified by equatorial trade winds after traveling thousands of miles across the Pacific Ocean. Once it arrives in Fiji, it filters through ancient volcanic rock over hundreds of years. During this process, FIJI Water collects life-essential minerals, like silica, and finally gathers in a natural artesian aquifer, where it is preserved and protected from external elements. Bottled at the source, natural artesian pressure forces the water through a hermetically sealed delivery system free of human contact. FIJI Water is water as only one of the world’s last virgin ecosystems can create. It’s a place far from the 21st century. So far, in fact, that the people of Fiji have no word for "pollutants." The nature of water. NATURAL ARTESIAN WATER"
Next Ad

Ad #3


Copy: "THIS YEAR MAKE A RESOULTION TO DRINK YOURSELF SILLY Drinking more water can help you look and feel better. And feeling good is the key to having a good time. So make a resolution to drink more water this year. Make your body happy. Drink more water. Aquafina."
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Section 4

Now that you have seen the three ads, please again distribute 10 points among three water brands according to how likely you are to purchase each brand. Your answers may or may not differ from your previous answers. Again, the total should add up to 10, using whole numbers such as 0, 1, or 2. (Please do not use fractions such as ½ or 1.5.)
Evian n=73, mean=3.1, standard deviation= 2.5
Fiji n=73, mean=3.3, standard deviation= 2.4
Aquafina n=73, mean=3.6 , standard deviation= 2.7
	Total = 10
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Section 5

Please answer the following questions regarding your impression of the advertisements you viewed.
Do you feel differently about any brand as a result of seeing one of the ads you were shown?
Yes n=51 (69.9%)	No n=22 (30.1%)
If you answered No, please click here to continue
If you answered yes, which brand do you feel most strongly about?
Evian n=15 (20.5%)	Fiji n=14 (19.2%)	Aquafina n=22 (30.1%)
Did you feel more or less favorable toward the brand?
More n=43 (58.9%)	Less n=8 (11.0%)
Please take a moment to briefly describe what influenced you. Various Answers

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Section 6
For the following questions, please indicate how strongly you feel about Evian by selecting one of the given options.
1. Evian is a good brand of water. n=73, mean=4.0, standard deviation=.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=0 (0.0%)	n=4 (5.5%)	n=10 (13.7%)	n=41 (56.2%)	n=18 (24.7%)

2. I don’t like the taste of Evian. n=73, mean=3.3, standard deviation=1.1

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=6 (8.2%)	n=7 (9.6%)	n=30 (41.1%)	n=18 (24.7%)	n=12 (16.4%)

3. Evian is too expensive. n=73, mean=1.9, standard deviation=.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=27 (37.0%)	n=29 (39.7%)	n=13 (17.8%)	n=3 (4.1%)	n=1 (1.4%)

4. Drinking Evian makes me feel like I am being healthy. n=73, mean=3.3, standard deviation=.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=2 (2.7%)	n=12 (16.4%)	n=28 (38.4%)	n=26 (35.6%)	n=5 (6.8%)

5. Evian is a brand I trust. n=73, mean=3.6, standard deviation=.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=1 (1.4%)	n=6 (8.2%)	n=22 (30.1%)	n=34 (46.6%)	n=10 (13.7%)

6. I drink Evian because I watch my caloric intake. n=73, mean=2.3, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=17 (23.3%)	n=22 (30.1%)	n=26 (35.6%)	n=8 (11.0%)	n=0 (0.0%)

7. Evian’s water source is purer than that of other water. n=73, mean=2.9, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=4 (5.5%)	n=21 (28.8%)	n=31 (42.5%)	n=12 (16.4%)	n=5 (6.8%)

8. I would not drink Evian. n=73, mean=3.3, standard deviation=1.2

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=7 (9.6%)	n=12 (16.4%)	n=18 (24.7%)	n=27 (37.0%)	n=9 (12.3%)

9. Evian is just like any other water. n=73, mean=2.7, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=6 (8.2%)	n=30 (41.1%)	n=18 (24.7%)	n=16 (21.9%)	n=3 (4.1%)

10. Drinking Evian fits my lifestyle. n=73, mean=2.7, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=9 (12.3%)	n=21 (28.8%)	n=27 (37.0%)	n=15 (20.5%)	n=1 (1.4%)

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Section 7
Please think about what the advertisements said about each brand and consider which descriptors apply without looking back at the ads. Click the box for every statement you believe to be true of the ad. If you do not think the word or phrase describes the ad, do not click the box. Please click all boxes that apply.
	Evian	Fiji	Aquafina
Boring	n=20 (27.4%)	n=36 (49.3%)	n=15 (20.5%)
Informative	n=14 (19.2%)	n=59 (80.8%)	n=3 (4.1%)
Hard to believe	n=29 (39.7%)	n=23 (31.5%)	n=20 (27.4%)
Memorable	n=40 (54.8%)	n=16 (21.9%)	n=29 (39.7%)
Different/unique	n=32 (43.8%)	n=17 (23.3%)	n=32 (43.8%)
Important	n=13 (17.8%)	n=31 (42.5%)	n=4 (5.5%)
Confusing	n=12 (16.4%)	n=16 (21.9%)	n=24 (32.9%)
Creative	n=34 (46.6%)	n=10 (13.7%)	n=31 (42.5%)
Common/ordinary	n=26 (35.6%)	n=36 (49.3%)	n=18 (24.7%)
Easy to understand	n=44 (60.3%)	n=24 (32.9%)	n=37 (50.7%)
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Section 8

Again, using your recall for the advertisements for each brand of water, please answer “yes” or “no” for the following questions.
1. After seeing the ad for Evian, I believe:
	Yes	No
This ad was annoying.	n=24 (32.9%)	n=49 (67.1%)
This ad contained useful information.	n=19 (26.0%)	n=54 (74.0%)
This ad was believable.	n=29 (39.7%)	n=44 60.3%)
This ad would be easy to remember.	n=52 (71.2%)	n=21 (28.8%)
This ad would catch my attention if it was in a magazine.	n=50 (68.5%)	n=23 (31.5%)
This ad made me think differently about bottled water.	n=18 (24.7%)	n=55 (75.3%)
This ad would appeal to women.	n=44 (60.3%)	n=29 (39.7%)
I would like to see this ad again.	n=29 (39.7%)	n=44 (60.3%)
This ad would be easy to forget.	n=32 (43.8%)	n=41 (56.2%)
This ad taught me something new about bottled water.	n=14 (19.2%)	n=59 (80.8%)
2. After seeing the ad for Fiji, I believe:
	Yes	No
This ad was annoying.	n=19 (26.0%)	n=54 (74.0%)
This ad contained useful information.	n=59 (80.8%)	n=14 (19.2%)
This ad was believable.	n=47 (64.4%)	n=26 (35.6%)
This ad would be easy to remember.	n=24 (32.9%)	n=49 (67.1%)
This ad would catch my attention if it was in a magazine.	n=21 (28.8%)	n=52 (71.2%)
This ad made me think differently about bottled water.	n=21 (28.8%)	n=52 (71.2%)
This ad would appeal to women.	n=38 (52.1%)	n=35 (47.9%)
I would like to see this ad again.	n=17 (23.3%)	n=56 (76.7%)
This ad would be easy to forget.	n=50 (68.5%)	n=23 (31.5%)
This ad taught me something new about bottled water.	n=29 (39.7%)	n=44 (60.3%)
3. After seeing the ad for Aquafina, I believe:
	Yes	No
This ad was annoying.	n=30 (41.1%)	n=43 (58.9%)
This ad contained useful information.	n=16 (21.9%)	n=57 (78.1%)
This ad was believable.	n=36 (49.3%)	n=37 (50.7%)
This ad would be easy to remember.	n=48 (65.8%)	n=25 (34.2%)
This ad would catch my attention if it was in a magazine.	n=46 (63.0%)	n=27 (37.0%)
This ad made me think differently about bottled water.	n=13 (17.8%)	n=60 (82.2%)
This ad would appeal to women.	n=40 (54.8%)	n=33 (45.2%)
I would like to see this ad again.	n=22 (30.1%)	n=51 (69.9%)
This ad would be easy to forget.	n=32 (43.8%)	n=41 (56.2%)
This ad taught me something new about bottled water.	n=9 (12.3%)	n=64 (87.7%)
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Section 9

In order to assist in the effective evaluation of the survey responses, please answer the following demographic and life style questions. Please remember all of your answers will be kept strictly confidential.
1. What is your sex? Male: n=24 (32.9%) Female: n=49 (67.1%)
2. What is your age? 18-24: n=18 (24.7%) 25-34: n=45 (61.6%) 35-44: n=9 (12.3%) 45-54: n=1 (1.4%) 55-64: n=0 (0.0%) 65+: n=0 (0.0%)
3. What is your highest level of education? High School: n=0 (0.0%) Some College: n=4 (5.5%) Associate's Degree: n=2 (2.7%) Bachelor's Degree: n=34 (46.6%) Master's Degree: n=31 (42.5%) PhD Degree: n=2 (2.7%)
4. What is your annual household income level? Less than $25,000: n=23 (31.5%) $25,000-$34,999: n=13 (17.8%) $35,000-$49,999: n=8 (11.0%) $50,000-$99,999: n=12 (16.4%) $100,000+: n=17 (23.3%)
5. How many bottled water do you purchase a week? 0: n=5 (6.8%) 1-6: n=46 (63.0%) 7-12: n=11 (15.1%) 13-24: n=7 (9.6%) 25+: n=4 (5.5%)
6. What is the most important factor for you in purchasing bottled water? Brand: n=14 (19.2%) Taste: n=20 (27.4%) Price: n=27 (37.0%) Water Source: n=4 (5.5%) Shape of the bottle: n=3 (4.1%) Other: n=5 (6.8%)
7. Please add any additional comments in the space provided below. Various Answers
Please note that when you click "Submit" below, you are giving your consent to participate in this survey. Keep in mind that all submitted information will be held strictly confidential.

Thank you for you time!

For the following questions, please indicate how strongly you feel about Fiji by selecting one of the given options.
1. Fiji is a good brand of water. n=73, mean=3.9, standard deviation=.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=0 (0.0%)	n=2 (2.7%)	n=20 (27.4%)	n=35 (47.9%)	n=16 (21.9%)

2. I don’t like the taste of Fiji. n=73, mean=3.5, standard deviation=.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=2 (2.7%)	n=3 (4.1%)	n=33 (45.2%)	n=24 (32.9%)	n=11 (15.1%)

3. Fiji is too expensive. n=73, mean=2.6, standard deviation=.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=7 (9.6%)	n=25 (34.2%)	n=31 (42.5%)	n=10 (13.7%)	n=0 (0.0%)

4. Drinking Fiji makes me feel like I am being healthy. n=73, mean=3.4, standard deviation=.7

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=0 (0.0%)	n=6 (8.2%)	n=35 (47.9%)	n=27 (37.0%)	n=5 (6.8%)

5. Fiji is a brand I trust. n=73, mean=3.6, standard deviation=.7

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=0 (0.0%)	n=4 (5.5%)	n=24 (32.9%)	n=41 (56.2%)	n=4 (5.5%)

6. I drink Fiji because I watch my caloric intake. n=73, mean=2.5, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=12 (16.4%)	n=22 (30.1%)	n=28 (38.4%)	n=10 (13.7%)	n=1 (1.4%)

7. Fiji ’s water source is purer than that of other water. n=73, mean=3.0, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=3 (4.1%)	n=19 (26.0%)	n=31 (42.5%)	n=15 (20.5%)	n=5 (6.8%)

8. I would not drink Fiji. n=73, mean=3.6, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=3 (4.1%)	n=5 (6.8%)	n=19 (26.0%)	n=34 (46.6%)	n=12 (16.4%)

9. Fiji is just like any other water. n=73, mean=2.7, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=4 (5.5%)	n=33 (45.2%)	n=20 (27.4%)	n=13 (17.8%)	n=3 (4.1%)

10. Drinking Fiji fits my lifestyle. n=73, mean=3.1, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=4 (5.5%)	n=13 (17.8%)	n=32 (43.8%)	n=21 (28.8%)	n=3 (4.1%)

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For the following questions, please indicate how strongly you feel about Aquafina by selecting one of the given options.
1. Aquafina is a good brand of water. n=73, mean=3.7, standard deviation=.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=2 (2.7%)	n=4 (5.5%)	n=12 (16.4%)	n=49 (67.1%)	n=6 (8.2%)

2. I don’t like the taste of Aquafina. n=73, mean=3.6, standard deviation=1.0

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=2 (2.7%)	n=9 (12.3%)	n=21 (28.8%)	n=28 (38.4%)	n=13 (17.8%)

3. Aquafina is too expensive. n=73, mean=3.5, standard deviation=.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=2 (2.7%)	n=6 (8.2%)	n=26 (35.6%)	n=35 (47.9%)	n=4 (5.5%)

4. Drinking Aquafina makes me feel like I am being healthy. n=73, mean=3.1, standard deviation=.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=2 (2.7%)	n=10 (13.7%)	n=38 (52.1%)	n=22 (30.1%)	n=1 (1.4%)

5. Aquafina is a brand I trust. n=73, mean=3.6, standard deviation=.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=0 (0.0%)	n=6 (8.2%)	n=25 (34.2%)	n=37 (50.7%)	n=5 (6.8%)

6. I drink Aquafina because I watch my caloric intake.n=73, mean=2.3, standard deviation=.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=13 (17.8%)	n=31 (42.5%)	n=21 (28.8%)	n=8 (11.0%)	n=0 (0.0%)

7. Aquafina’s water source is purer than that of other water. n=73, mean=2.7, standard deviation=.7

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=4 (5.5%)	n=22 (30.1%)	n=39 (53.4%)	n=8 (11.1%)	n=0 (0.0%)

8. I would not drink Aquafina. n=73, mean=3.8, standard deviation=.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=2 (2.7%)	n=6 (8.2%)	n=12 (16.4%)	n=41 (56.2%)	n=12 (16.4%)

9. Aquafina is just like any other water. n=73, mean=2.5, standard deviation=.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=6 (8.2%)	n=37 (50.7%)	n=22 (30.1%)	n=7 (9.6%)	n=1 (1.4%)

10. Drinking Aquafina fits my lifestyle. n=73, mean=3.2, standard deviation=.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree
n=1 (1.4%)	n=10 (13.7%)	n=35 (47.9%)	n=26 (35.6%)	n=1 (1.4%)

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