So I’m asking you to take my survey…

My name is Shea Tullos and I’m a second year Master’s candidate in Advertising at the University of Texas at Austin. I’m conducting an online survey for a research course that I need to graduate. I need 60 respondents so it would be fantastic if you could help me out.

What you need to know:
1. It will only take about 10 minutes
2. Your answers will be kept strictly confidential and used for educational purposes only.
3. There is an adorable thank-you page at the end.

All right, I'll do it.

No thanks, send me to another internet website.

Section 1

1a. The last time you purchased shampoo, which brand did you buy?	n = 58 Pantene, n= 12 (20.6% ) Dove, n=4 (6.9%) Head and Shoulders, n=4 (6.9%) Other, n=38 (65.6%)
1b. The last time you purchased deodorant, which brand did you buy?	n = 58 Secret, n=16 (27.5%) Old Spice, n=5 (15.5%) Dove, n=7 (12.1%) Other, n =30 (52%)
1c. The last time you purchased body wash, which brand did you buy?	n= 58 Dove, n=11 (18.9%) Bath & Bodyworks, n=7 (12.1%) Softsoap, n=6 (10.3%) Other, n=34 (58.6%)

Section 2

Listed below are three brands of shampoo. Using whole numbers, please distribute 10 points among these brands according to how likely you are to purchase each brand. The higher the number, the more likely you are to purchase that brand. The total must add up to 10 (e.g. 2+4+4=10).

2a. Shampoo

Dove	n=58 Mean= 3, SD= 2.5
Pantene	n=58, Mean= 4.6, SD=2.6
Loreal	n=58, Mean=2.5, SD=2.0
Total	10

2b. Deodorant

Sure	n=58, Mean= 4.9, SD=3.4
Old Spice	n=58, Mean=2.5, SD=3.1
Arrid	n=58, Mean=2.2, SD=2.5
Total	10

2c. Body Wash

Axe	n=58, Mean=2, SD=2.5
Old Spice	n=58, Mean=2, SD=2
Zest	n=58, Mean=5.4, SD=3.6
Total	10

Section 4

Now that you have seen the three ads, please distribute 10 points among the three body wash brands according to how likely you would be to purchase each brand.

Axe	n=58, Mean=2.6, SD=2.4
Old Spice	n=58, Mean=2.2, SD=2.1
Zest	n=58, Mean=5.1, SD=3.4
Total	10

Section 5

Please answer the following questions regarding your impression of the ads.

Do you feel differently about any brand as a result of seeing one of the ads you were shown?

Yes

yes- n=36, (62.1%)
no- n=22, (37.9%)

5a. If yes, which brand do you feel most strongly about? (Please choose only one.)

Axe

Old Spice

Zest

Axe- n=14, (24.1%)
Old Spice- n=11, (19%)
Zest- n=13, (22.4%)

5b. Do you feel more or less favorable toward the brand?

More Favorable

Less Favorable

More Favorable - n=26, (44.8%)
Less Favorable - n=14, (24.1%)

5c. Please briefly describe what made you feel this way.

Section 6

For the following questions, please indicate how you feel about Axe Body Wash by selecting one of the given options.

Axe

6a. Axe is a good brand of body wash.
n=58, Mean=3.4, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, (3.4%)	n=26, (44.8%)	n=23, (39.7%)	n=5, (8.6%)	n=2, (3.4%)

6b. I prefer Axe over other body washes.
n=58, Mean=3, SD=1

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, (5.2%)	n=13, (22.4%)	n=25, (43.1%)	n=13, (22.4%)	n=4, (6.9%)

6c. Axe gets me cleaner than other body washes.
n=58, Mean=2.8, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, (3.4%)	n=3, (5.2%)	n=41, (70.7%)	n=8, (13.8%)	n=4, (6.9%)

6d. Axe smells nicer than other body washes.
n=58, Mean=3.3, SD=1

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=6, (10.3%)	n=15, (25.9%)	n=28, (48.3%)	n=6, (10.3%)	n=3, (5.2%)

6e. I would not recommend Axe to other people.
n=58, Mean=3.0, SD=1

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=6, (10.3%)	n=8, (13.8%)	n=26, (44.8%)	n=14, (24.1%)	n=4, (6.9%)

6f. Axe is a good value.
n=58, Mean=3.0, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, (3.4%)	n=10, (17.2%)	n=37, (63.8%)	n=7, (12.1%)	n=1, (1.7%)

6g. Axe is healthy.
n=58, Mean=3.0, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, (3.4%)	n=10, (17.2%)	n=37, (65.8%)	n=6, (10.3%)	n=3, (5.2%)

6h. Axe makes me feel good.
n=58, Mean=2.9, SD=1

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, (3.4%)	n=10, (17.2%)	n=33, (56.9%)	n=8, (13.8%)	n=3, (5.2%)

6i. Axe is bad for my skin.
n=58, Mean=3.4, SD=0.7

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, (1.7%)	n=0, (0%)	n=35, (60.3%)	n=18, (31%)	n=4, (6.9%)

6j. I would purchase Axe.
n=58, Mean=3, SD=1.01

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, (3.4%)	n=20, (34.5%)	n=18, (31%)	n=11, (19%)	n=7, (12.1%)

Old Spice

6a. Old Spice is a good brand of body wash.
n=58, Mean=3.4, SD=1

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=5, (8.6%)	n=24, (41.4%)	n=24, (41.4%)	n=2, (3.4%0	n=2, (3.4%)

6b. I prefer Old Spice over other body washes.
n=58, Mean=2.9, SD=0.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, (5.2%)	n=7, (12.1%)	n=34, (58.6%)	n=11, (19%)	n=3, (5.2%)

6c. Old Spice gets me cleaner than other body washes.
n=58, Mean=2.8, SD=0.7

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, (1.7%)	n=4, (6.9%)	n=39, (67.2%)	n=12, (20.7%)	n=, (3.4%)

6d. Old Spice smells nicer than other body washes.
n=58, Mean=3.1, SD=0.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, (5.2%)	n=13, (22.4%)	n=33, (56.9%)	n=5, (8.6%)	n=1, (1.7%)

6e. I would not recommend Old Spice to other people.
n=58, Mean=3.2, SD=0.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, (1.7%)	n=5, (8.6%)	n=33, (56.9%)	n=12, (20.7%)	n=6, (10.3%)

6f. Old Spice is a good value.
n=58, Mean=3.2, SD=0.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, (5.2%)	n=18, (31%)	n=30, (51.7%)	n=4, (6.9%)	n=2, (3.4%)

6g. Old Spice is healthy.
n=58, Mean=3.0, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, ( 5.2%)	n=8, (13.8%)	n=40, (69%)	n=4, (6.9%)	n=2, (3.4%)

6h. Old Spice makes me feel good.
n=58, Mean=2.9, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=0, (0%)	n=8, (13.8% )	n=41, (70.7%)	n=5, (8.6%)	n=2, (3.4%)

6i. Old Spice is bad for my skin.
n=58, Mean=3.4, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=1, (1.7%)	n=0, (0%)	n=31, (53.4%)	n=24, (41.4%)	n=5, (1.7%)

6j. I would purchase Old Spice.
n=58, Mean=3.1, SD=1

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=6, (10.3%)	n=10, (17.2%)	n=28, (48.3%)	n=10, (17.2%)	n=4, (6.9%)

Zest

6a. Zest is a good brand of body wash.
n=58, Mean=3.7, SD=0.7

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=4, (6.9%)	n=34, (58.6%)	n=17, (29.3%)	n=3, (5.2%)	n=0, (0%)

6b. I prefer Zest over other body washes.
n=58, Mean=3.1, SD=0.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, (5.2%)	n=15, (25.9%)	n=26, (44.8%)	n=12, (20.7%)	n=2, (3.4%)

6c. Zest gets me cleaner than other body washes.
n=58, Mean=3, SD=1

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, (5.2%)	n=11, (19%)	n=32, (55.2%)	n=9, (15.5%)	n=1, (1.7%)

6d. Zest smells nicer than other body washes.
n=58, Mean=3.2, SD=0.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, (5.2%)	n=16, (27.6%)	n=29, (50%)	n=9, (15.5%)	n=0, (0%)

6e. I would not recommend Zest to other people.
n=58, Mean=3.2, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=0, (0%)	n=5, (8.6%)	n=34, (58.6%)	n=16, (27.6%)	n=2, (3.4%)

6f. Zest is a good value.
n=58, Mean=3.4, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=4, (6.9%)	n=22, (37.9%)	n=29, (50%)	n=2, (3.4%)	n=0, (0%)

6g. Zest is healthy.
n=58, Mean=3.2, SD=0.8

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=3, (5.2% )	n=10, (17.2%)	n=40, (69%)	n=4, (6.9%)	n=0, (0%)

6h. Zest makes me feel good.
n=58, Mean=3.2, SD=1

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=2, (3.4%)	n=16, (27.6%)	n=35, (60.3%)	n=2, (3.4%)	n=0, (0%)

6i. Zest is bad for my skin.
n=58, Mean=3.5, SD=0.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=0, (0%)	n=0, (0%)	n=33, (56.9%)	n=17, (29.3%)	n=7, (12.1%)

6j. I would purchase Zest.
n=58, Mean=3.5, SD=0.9

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

n=5, (8.6%)	n=28, (48.3%)	n=18, (31%)	n=6, (10.3%)	n=1, (1.7%)

Section 7

Please check the boxes next to any of the adjectives you feel describe each brand's respective advertisement.

	Axe	Old Spice	Zest
Boring	n=5, (8.6%)	n=14, (24.1%)	n=20, (34.5%)
Informative	n=9, (15.5%)	n=4, (6.9%)	n=28, (48.3%)
Hard to Believe	n=22, (37.9%)	n=23, (39.7%)	n=7, (12.1%)
Memorable	n=37, (63.8%)	n=28, (48.3%)	n=14, (24.1%)
Different/unique	n=32, (55.2%)	n=33, (56.9%)	n=13, (22.4%)
Important	n=8, (13.8%)	n=1, (1.7%)	n=11, (19%)
Confusing	n=7, (12.1%)	n=10, (17.2%)	n=4, (6.9%)
Creative	n=33, (56.9%)	n=30, (51.7%)	n=23, (39.7%)
Common/ordinary	n=3, (5.2%)	n=6, (10.3%)	n=22, (37.9%)
Easy to understand	n=25, (43.1%)	n=22, (37.9%)	n=38, (65.5%)

Section 8

	Axe	Old Spice	Zest
I would easily forget this advertisement.	n=12, (20.7%)	n=15, (25.9%)	n=31, (53.4%)
This advertisement made me think differently about body wash.	n=20, 34.5%)	n=9, (15.5%)	n=9, (15.5%)
This advertisement was annoying.	n=17, (29.3%)	n=18, (31%)	n=10, (17.2%)
This advertisement would appeal to young people.	n=32, (55.2%)	n=26, (44.8%)	n=21, (36.2%)
I would like to see this advertisement again.	n=21, (36.2%)	n=25, (43.1%)	n=14, (24.1%)
This advertisement would catch my attention if I saw it in a magazine.	n=28, (48.3%)	n=25, (43.1%)	n=13, (22.4%)
This advertisement contained useful information.	n=17, (29.3%)	n=4, (6.9%)	n=18, (31%)
This advertisement would appeal to women more than men.	n=7, (12.1%)	n=10, (17.2%)	n=9, (15.5%)
This advertisement taught me something new about body wash.	n=11, (19%)	n=4, (6.9%)	n=7, (12.1%)
This advertisement makes me want to buy this brand of body wash.	n=14, (24.1%)	n=6, (10.3%)	n=12, (20.7%)

Section 9

Sex	Age	Highest Level of Education Completed	Annual Household Income	Showers or Baths

Male- n=17, (29.3%) Female-n=41, (70.7%)	18-24: n=20, (34.5%) 25-34; n=24, (41.4%) 35-44: n=4, (6.9%) 45-54: n=6, (10.3%) 55+: n=4, (6.9%)	High School - n= 1, (1.7%) Some College - n=11, (19%) Associates - n=5, (8.6%) 4 Year - n=28, (48.3%) Graduate School - n=13, (22.4%)	<30K : n=29, (50%) 30-50K: n=8, (13.8%) 50-70K: n=9, (15.5%) 70-100K: n=4, (6.9%) 100K + : n=8, (13.8%)	Shower: n=48, (82.8%) Bath: n=10, (17.2%)

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