Question 1: Paired t-test
The analysis conducted in Question 1 examines the mean Brad Index Scores (BIS) for the following brands of body wash: Axe, Old Spice and Zest. The Brand Index Scores are the total of ten judgments about each brand on a likert scale. The highest possible BIS was 50 and the lowest was 10. The higher the score the more positively the respondents’ judgments about the respective brands were. Subsequently a paired t-test was conducted between these brands to determine the statistical significance of these responses.
Table 1 : Means of the Brand Index Scores for the three brands
Brand |
Mean BIS |
Standard Deviation |
Axe |
30.8 |
6.7 |
Old Spice |
31.1 |
5.4 |
Zest |
32.9 |
5.5 |
Sample Size: 58 |
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Table 1 shows the Mean Brand Index Score for each brand as well as standard deviation.
Axe, Old Spice and Zest all had very similar Mean BIS scores. This indicates respondents had roughly the same feelings about each of these brands.
Table 2: Paired t-tests of the mean brand index scores for the three brands
Brand Pairing |
t |
Axe – Old Spice |
.38* |
Axe – Zest |
.03 |
Old Spice – Zest |
.02 |
*p<= 0.15 |
|
Table 2 displays the t score for each set of the paired brands. The goal of this test is to determine if the differences in the means between each brand and each other brand are statistically significant. The results show that in 85 or more samples out of 100 samples drawn from the same population as this sample, it would be expected that the difference in the mean BIS between Axe and Old Spice would be similar to this sample. The results of this sample can be projected to the population from which this sample was drawn.
Table 3: Means of the advertising and brand index scores for Axe for respondents whose purchase intention went up or down after viewing the advertisements
Purchase intention after exposure to the Axe advertisement |
Sample Size |
Brand Index Score |
Advertising Index Score |
||
Mean |
Standard Deviation |
Mean |
Standard Deviation |
||
Increased |
17 |
32.6 |
5.9 |
6.2 |
3.5 |
Decreased |
11 |
31.3 |
10.0 |
4.9 |
4.3 |
Respondents were asked to rate their likelihood of purchasing Axe, Old Spice and Zest on a constant-sum scale both before and after viewing their respective advertisements. For the brand Axe, Table 3 shows that 17 respondents indicated their purchase intention increased after viewing the advertisement were as 11 respondents indicated their purchase intention decreased after viewing the advertisement. The mean Brand Index Score was slightly higher (32.6 vs 31.3) for those who exhibited an increase in purchase intention. The same can be said for the mean Advertising Index Scores (6.2 vs 4.9).
Table 4: Independent samples t-tests for the means of the advertising and brand index scores for Axe for respondents whose purchase intention changed after viewing the advertisements
|
t |
Axe Brand Index Score |
.39* |
Axe Advertising Index Score |
.82* |
*p< = 0.15 |
|
Independent t-tests were conducted to determine if the differences in the mean brand and adverting index scores between the respondents whose purchase intention increased and those whose purchase intention decreased after viewing the advertisement. As shown in table 4 the difference between the brand index scores as well as adverting index scores were found to be statistically significant thus, in 85 samples out of 100 samples drawn from the same population as this sample, it would be expected that the difference in the mean adverting index scores of the respondents whose purchase intention increased and those whose purchase intention decreased after viewing the advertisements would be about what it is in this sample. The results for this sample can be project to the population for this test.
Question 3
The analysis conducted in question three required the identification of the median brand index score and then the performance a chi-squared test to determine if there is a statistically significant relationship between whether a respondent’s intention to purchase Axe increased, decreased, or remained the same and whether a respondents brand index score for Axe was above or below the median. The median brand index score for Axe is 30.8
Table 5: Relationship between Axe purchase intent and Axe BIS
Likelihood of purchasing Axe after exposure to ads |
Axe Brand Index Score Above the Median |
Axe Brand Index Score Below the Median |
|
Increased |
11 |
5 |
|
Row % |
68.8% |
31.3% |
|
Column % |
40.7% |
26.3% |
|
Total % |
23.9% |
10.9% |
|
Stayed the same |
11 |
11 |
|
Row % |
50.0% |
50.0% |
|
Column % |
40.7% |
57.9% |
|
Total % |
23.9% |
23.9% |
|
Decreased |
5 |
3 |
|
Row % |
62.5% |
37.5% |
|
Column % |
18.5% |
15.8% |
|
Total % |
10.9% |
6.5% |
|
Chi-Square = 1.4 |
*p<= 0.15 |
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The results displayed in table 5 show that there was no statistically significant relationship found therefore the results cannot be projected to the population from which the sample was drawn.
Question 4
For question four a frequency test was run on the following brands: Axe, Old Spice and Zest. This test illustrated how many people purchase intent increased, decreased, or stayed the same after viewing the advertisement.
Table 6: Number of respondents for each brand whose purchase intentions increased, decreased or stayed the same after exposure to the ads
Purchase intention after exposure to ads |
Axe |
Old Spice |
Zest |
Increased |
17 |
16 |
19 |
No Change |
30 |
24 |
21 |
Decreased |
11 |
18 |
18 |
The results in Table 6 show Axe is the only brand that had a substantial increase in purchase intention after viewing the advertisements.
Question 5
For question 5 a frequency test was run to determine the number of respondents whose brand index score is higher for Axe than Old Spice and vice versa.
Table 7: Number of respondents who had a higher perception of the Axe brand than the Old Spice brand, and vice versa
|
Frequency |
Axe brand index score is higher than the Old Spice brand index score |
36 |
Old Spice brand index score is lower than the Axe brand index score |
22 |
The results in table 7 show that 36 of the respondents gave Axe a higher BIS than they gave Old Spice.
Question 6
In question 6 the correlation coefficient is calculated between Axe’s and Old Spice’s brand index scores.
Table 8: Axe and Old Spice BIS Correlation
Correlation between Axe brand index score and Old Spice brand index score |
0.5* |
*p<= 0.15 |
|
As shown in Table 8, there is a moderate positive correlation between the brand index scores of Axe and Old Spice. In 85 samples out of 100 samples taken from the same population as this sample, it would be expected that the correlation between the brand index scores of Axe and Old Spice would be similar to this sample. The results of this sample can be projected to the population from which the sample was drawn
Question 7
In question 7 the simple correlation coefficient is calculated between the male respondents brand index scores for Axe and Body Wash.
Table 9: Data based only on the responses from the male respondents
Correlation between Axe brand index score and Old Spice brand index score |
0.5* |
*p<= 0.15 |
|
As shown in Table 8, there is a medium positive correlation between the brand index scores of the male respondents for Axe and Old Spice. In 85 samples out of 100 samples taken from the same population as this sample, it would be expected that the correlation between the brand index scores of Axe and Old Spice would be about what it is in this sample. The results of this sample can be projected to the population from which the sample was drawn. Compared to the data in table 8, there is no difference in correlation between Axe’s and Old Spice’s brand index scores for the male respondents vs. the total population.