Conclusions
- Basic Statistics
- Multiple Regression Analysis
- Discriminant Analysis
- ANOVA/MANOVA
- Factor Analysis
- Cluster Analysis
Paired t-tests
The mean Brand Index scores for the three brands of body lotion were very similar which indicates the brands were liked almost equally. Of the three brands however, Aveeno had the a slightly higher mean Brand Index Score in the sample size of 69 with a score of 34.6 and also in the sample size of 72 with a score of 34.8. This indicates that Aveeno is the most positively perceived brand of the three among respondents. Responses for Olay showed greater variance from the mean, whereas Vaseline had the least variances from the mean. Paired sample t-tests revealed that of the three brand pairs only the results for Vaseline and Aveeno were significant and could be projected to a larger population. This means that in 85 or more samples out of 100 samples drawn from the same population as this sample, the mean scores for Vaseline and Aveeno would be about what they are in this sample.
Between Groups t-tests
More respondents (total of 29) became less favorable towards the Aveeno brand after seeing the ad. The t-ratio indicated that the results are statistically significant and therefore in 85 or more samples out of every 100 samples drawn from the same population as this sample, the mean scores for Aveeno would be about what they are in this sample.
Chi-squared test
After seeing the advertisement for Vaseline, most respondents (a total of 27) felt more favorable towards the brand and their scores moved up. A total of 23 survey respondents had no change of opinion and 16 of the respondents were less favorable towards Vaseline after seeing the ad. Of the respondents whose scores moved up after seeing the ad, 44.4% of respondents were above the median. Most notably however, 75% of respondents whose score moved down after seeing the ad were still above the median Brand Index Score. The chi-square significance test indicates that these results are statistically significant. In 85 or more samples out of every 100 samples drawn from the same population as this sample, the median scores for Vaseline would be about what they are in this sample. The results of this sample can be projected to the population for this test.
Frequency Count
More respondents’ scores went down after seeing the Aveeno advertisements indicating that Aveeno’s ad had the least influence in promoting favorable brand opinions. The advertisement for Vaseline had the best influence out of the three brands on promoting a favorable brand opinion among respondents. For Vaseline, more respondents’ scores moved up after seeing the ad. Olay had similar results to Vaseline however most of the respondents scores remained the same pre-to-post ad exposure.
Brand Index Score Comparisons
Out of 80 respondents there was a frequency of 26 people who have a higher Brand Index Score for Vaseline than Aveeno. This indicates that 26 out of a total of 80 respondents liked Vaseline more than Aveeno.
Correlation Coefficients
A Correlation of .05 for Vaseline and Aveeno indicates there is a positive relationship between the two brands but it is a weak relationship. This indicates that people who like Vaseline also like Aveeno. These results however are not statistically significant and can not therefore be applied to the general population
Vaseline
The multiple regression analysis for Vaseline indicates Coefficient of Multiple Determination (R2) of 26.2%. This would indicate a weak relationship with only 26.2% of variant in change score for Vaseline is explained by the 10 Likert items for Vaseline. There doesn’t seem to be a connection between how people view the brand and the way they view the ad. Vaseline has the highest Coefficient of Multiple Determination out of the 3 brands. The Multiple Correlation Coefficient for Vaseline is 0.5 which indicates the data has a moderate correlation. The Multiple Correlation Coefficient is slightly higher than that of the other 2 brands. The F-ratio for Vaseline also indicates the data is statistically significant. In 85 or more samples out of every 100 samples drawn from the same population as this sample it would be expected that the multiple correlation coefficient would be about 0.5 as it is in this sample. Four of the 10 Likert brand attributes were important in this analysis as indicated by the Beta value: “Vaseline is a good brand”; “Prefer Vaseline over other brands”; “Vaseline prevents dryness”; and “Vaseline makes skin softer”. Of these four brand attributes 3 of them: “Prefer Vaseline over other brands”; “Vaseline prevents dryness”; and “Vaseline makes skin softer” are statistically significant as indicated by the t-ratio. In 85 or more samples out of every 100 samples drawn from the same population as this sample it would be expected that the coefficients for the brand attributes “Prefer Vaseline over other brands”; “Vaseline prevents dryness”; and “Vaseline makes skin softer” would be about what they are in this sample.
Aveeno
The multiple regression analysis for Aveeno indicates a Coefficient of Multiple Determination of (R2) of 14.0%. This would indicate a weak relationship with only 14.0% of variant in change score for Aveeno is explained by the 10 Likert items for Aveeno. There doesn’t seem to be a connection between how people view the brand and the way they view the ad. Aveeno had the lowest value of the 3 brands for the Coefficient of Multiple Determination. This indicates a weaker relationship than that found for Vaseline. The Coefficient of Multiple Correlations is 0.4 which indicates the data has a moderate correlation. The F-ratio for Aveeno indicates the data is not statistically significant and can not therefore be applied to a larger population. Four of the Likert items are important in this analysis as indicated by the Beta value: “Aveeno is a good brand”; “Aveeno makes skin softer”; “Feel more attractive using Aveeno”; and “Aveeno is a brand they trust”. Of these four brands the t-ratio indicates that 2 of these Likert items are statistically significant: “Aveeno is a good brand” and “Feel more attractive using Aveeno” and can be applied to the general population. In 85 or more samples out of every 100 samples drawn from the same population as this sample it would be expected that the coefficients for the brand attributes “Aveeno is a good brand” and “Feel more attractive using Aveeno” would be about what they are in this sample.
Olay
The multiple regression analysis for Aveeno indicates a Coefficient of Multiple Determination of (R2) of 16.9%. This would indicate a weak relationship with only 16.9% of variant in change score for Olay is explained by the 10 Likert items for Olay. This relationship is lower than that of Vaseline and slightly higher than that for Aveeno. There doesn’t seem to be a connection between how people view the brand and the way they view the ad. The coefficient of multiple correlations is 0.4 which indicates the data has a moderate correlation. The F-ratio for Olay indicates the data is not statistically significant and can not therefore be applied to the population. Five of the Likert items are important in this analysis as indicated by the Beta value: “Would recommend Olay to friends”; “Olay is a good brand”; “Feel more attractive using Olay”; “Olay feels oily on skin”; and “would not use Olay”. Of these only the brand attribute “Olay feels on oily skin” is statistically significant as indicated by the t-ratio and therefore in 85 or more samples out of every 100 samples drawn from the same population as this sample it would be expected that the coefficient for the brand attribute “Olay feels oily on skin” would be about what it is in this sample.
Discriminant Analysis
When comparing the means and standard deviations for all 10 Likert items the mean scores for both the up-movers and down-movers are similar which would indicate very few differences between the two groups’ perceptions of the Olay brand. “Olay is a good brand”, “Olay feels oily on skin”, “feel more attractive using Olay”, and “would recommend Olay” appear to be the most important attributes in determining whether respondents were up-movers or down-movers. The chi-square test indicated the results were not statistically significant which signifies that the group centroids cannot be applied to a larger population because Wilks’ Lambda converted to chi-squared is not statistically significant. Classification results indicate that only 7 out of 18 down-movers were accurately classified and 22 out of 27 up-movers were accurately classified. The classification matrix indicates that 64.4% of the original grouped cases were classified correctly which would indicate a moderate to slightly higher rate of accuracy.
The t-ratio indicates that the result, 64.4% of original grouped cases classified correctly, is statistically significant and can be applied to the population. The observed t-ratio of 1.36 is greater than the critical value of 1.04. In 85 or more samples out of 100 samples it can be expected classification accuracy would be about what it is in this case.
ANOVA
Descriptive data for Likert item, “Would purchase Olay” and pre and post exposure change scores for males and females indicates that female, down-movers had the highest mean. The F-ratio indicates statistically significance for gender. In 85 or more of 100 samples drawn from the same population as in this sample it would be expected that the difference in the mean Likert scores for “ would purchase Olay body lotion” between the male and female groups would be about what it is here. The results of this test may be projected to the population. The F-ratio results for change score and change by gender were not found to be statistically significant and may not therefore be projected to the population.
MANOVA
For the brand attribute “Olay is a good brand” had the highest mean score for male up-movers, and female up-movers. The brand attribute “Trust Olay brand” also had the highest mean score for male up-movers. The F-ratios indicate that there is one significant main effect for gender and the 10 Likert items and a significant interaction effect which can therefore be projected to the population. In 85 or more of 100 samples drawn from the same population as in this sample it would be expected that the results for gender and change by gender would be about what they are in this sample.
Vaseline
In the case of Vaseline 75.0% of the variance in the original 10 Likert items is explained by 3 factors and therefore 25.0% is lost. The first factor for Vaseline explains 52.3% of the variance of the original 10 Likert items. The second factor explains 11.5% of variance of original 10 Likert items and the third factor explains 11.1% of variance of original 10 Likert items. The Factor Matrix and the Varimax Rotated Matrix for Vaseline both indicated ambiguous results for 2 Likert items and therefore the original Factor Matrix was used for this analysis. More Likert items loaded on Factor I which was used in the attitude score analysis
Aveeno
For Aveeno, 74.8% of variance in the original 10 Likert items is explained by 2 factors and therefore 25.2% is lost. The first factor for Aveeno explains 59.1% of the variance of the original 10 Likert items and the second factor for Aveeno explains 15.7% of the variance of the original 10 Likert items. The Factor Matrix and the Varimax Rotated Matrix for Aveeno both indicated ambiguous results for 1 Likert item and therefore the original Factor Matrix was used for this analysis. More Likert items loaded on Factor I which was used in the attitude score analysis.
Olay
For Olay, 61.5% of the variance in the original 10 Likert items is explained by 1 factor and therefore 38.5% is lost. Only a Factor Matrix was generated and in this case all 10 Likert items loaded on Factor I. There were therefore no ambiguities here.
Out of the 3 brands, Aveeno had a slightly higher mean attitude score over Vaseline and Olay which indicates that respondents liked the Aveeno brand slightly more that Vaseline and Olay.
The results of the paired t-test demonstrate that in 85 or more samples out of 100 samples drawn from the same population as in this sample the mean attitude scores for the pair Aveeno and Olay would be about what they are here and can therefore be projected to the population.
Cluster Analysis
A cluster analysis revealed higher mean scores for each of the 10 Likert items for Cluster 1 over Cluster 2. This indicates there is an overall higher brand attitude among respondents in Cluster 1. The F-ratios for all 10 Likert items were found to be significant. In 85 out of 100 samples drawn from the same population as this sample, it can be expected that the mean scores for Cluster 1 and Cluster 2 are significantly different and would be about what they are in this sample. These results may be projected to the population. A Chi-squared Significance Test was conducted to determine the relationship between cluster membership for the Aveeno brand and body lotion user frequency. People in Cluster 1 were more likely to be frequent users and in Cluster 2, people are more likely to be non-frequent users of body lotion. The Chi-square Test reveals that these results are statistically significant and may therefore be projected to a larger population. In 85 out of 100 samples drawn from the same population as this sample, we would expect to find similar results to those found in the cross- tabulation displayed above.