ADV 380J - Bottled Water Survey

SUMMARY
The purpose of this copy testing study was to evaluate brand preferences among three brands of bottled water and the effect of print ads on these preferences. The purpose was to determine variables that could possibly explain the effects of the ads such as increased/decreased brand preference. An initial brand index score was determined prior to ad exposure, then respondents were then shown the ads, and brand scores and attributes were then evaluated. Data was collected from 73 respondents who completed an online questionnaire. The statistical software SPSS was employed to analyze the data using various statistical techniques. The techniques include a correlated t-test, between-groups t-test, chi-square significance test, frequency counting, simple correlation coefficient, regression analysis, discriminant analysis, ANOVA/MANOVA and factor analysis. These analyses were used to determine whether or not the results could be projected to the entire population with statistical significance at an alpha level of .15. The study revealed that respondents ranked the brands in the following order: Fiji, Aquafina (with a very slightly different mean score), and Evian. Both brand index score (post-ad exposure) and attitude score show that respondents evaluated Aquafina the most favorably followed by Fiji and Evian after viewing the advertisements. It is interesting to note that Fiji had the greatest increase in favorability in pre-to-post ad exposure even though Fiji already had the most positive initial brand perception. Moreover, 67.1% of the respondents scored Fiji higher than or equal to Evian on the Brand Index Score after viewing the advertisements. The study has its limitations. The sample size of 73 respondents is relatively small, but should be adequate for the statistical procedures employed. A convenience sample was used instead of a preferred random sample and a control group due to constraints of both time and resources. Finally, this consumer preference survey did not use randomization to correct or lessen order and interaction effects. Thus, the three bottled water advertisements were not randomly presented each time ads were displayed. Although this study did not indicate large differences between each brand, it certainly provides interesting insights and can serve as a basis for future analysis and discussion.

SUMMARY

The purpose of this copy testing study was to evaluate brand preferences among three brands of bottled water and the effect of print ads on these preferences. The purpose was to determine variables that could possibly explain the effects of the ads such as increased/decreased brand preference. An initial brand index score was determined prior to ad exposure, then respondents were then shown the ads, and brand scores and attributes were then evaluated.

Data was collected from 73 respondents who completed an online questionnaire. The statistical software SPSS was employed to analyze the data using various statistical techniques. The techniques include a correlated t-test, between-groups t-test, chi-square significance test, frequency counting, simple correlation coefficient, regression analysis, discriminant analysis, ANOVA/MANOVA and factor analysis. These analyses were used to determine whether or not the results could be projected to the entire population with statistical significance at an alpha level of .15.

The study revealed that respondents ranked the brands in the following order: Fiji, Aquafina (with a very slightly different mean score), and Evian. Both brand index score (post-ad exposure) and attitude score show that respondents evaluated Aquafina the most favorably followed by Fiji and Evian after viewing the advertisements. It is interesting to note that Fiji had the greatest increase in favorability in pre-to-post ad exposure even though Fiji already had the most positive initial brand perception. Moreover, 67.1% of the respondents scored Fiji higher than or equal to Evian on the Brand Index Score after viewing the advertisements.

The study has its limitations. The sample size of 73 respondents is relatively small, but should be adequate for the statistical procedures employed. A convenience sample was used instead of a preferred random sample and a control group due to constraints of both time and resources. Finally, this consumer preference survey did not use randomization to correct or lessen order and interaction effects. Thus, the three bottled water advertisements were not randomly presented each time ads were displayed. Although this study did not indicate large differences between each brand, it certainly provides interesting insights and can serve as a basis for future analysis and discussion.