The data were subjected to two analyses of variance – one univariate, one multivariate. The independent categorical variables for these tests were mover group (up-, down- or non-) and Sex. In the first test, the dependent variable is the respondent’s Likert score in response to the prompt “Axe is a good brand of body wash” In the second test, the dependent variables are the Likert scores for each of the brand attribute questions on the survey.
Table 1: Mean scores for different groups on "Axe is a good brand of body wash"
Up Movers |
Male |
Female |
Mean |
3.75 |
3.78 |
SD |
.89 |
.44 |
N |
8 |
9 |
Same |
Male |
Female |
Mean |
3.43 |
3.04 |
SD |
.79 |
.89 |
N |
7 |
23 |
Down Movers |
Male |
Female |
Mean |
4 |
3.22 |
SD |
1.41 |
.67 |
N |
2 |
9 |
Table 2: Tests of between-groups effects
|
Sum of squares |
Degrees of freedom |
Mean square |
F |
Between groups variation: |
2.8 |
2 |
1.4 |
2.15* |
Between groups variation: |
1.2 |
1 |
1.3 |
1.95 |
Between groups variation: |
0.9 |
2 |
0.4 |
0.68 |
Within groups variation |
33.3 |
52 |
0.6 |
|
|
|
|
|
* p ≤ 0.15 |
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 Likert scores on “Axe is a good brand of body wash” between the male and female users group would be about what it is here. The results of this test can be projected to the population. The variation between the up-, down- and non-mover groups and the variation of the interaction of sex and mover group are not statistically significant and cannot be projected to the population.
Table 3: Multivariate analysis of variance
Up Movers |
Non Movers |
Down Movers |
||||||||||
|
Male |
Female |
Male |
Female |
Male |
Female |
||||||
Sample Size |
8 |
9 |
7 |
23 |
2 |
9 |
||||||
|
Mean |
SD |
Mean |
SD |
Mean |
SD |
Mean |
SD |
Mean |
SD |
Mean |
SD |
... is a good brand of body wash. |
3.8 |
0.9 |
3.8 |
0.4 |
3.4 |
0.8 |
3.0 |
0.9 |
4 |
1.4 |
3.2 |
0.7 |
... is preferred over other body washes. |
3.2 |
1.2 |
3.1 |
0.6 |
2.7 |
0.8 |
2.8 |
.9 |
4.5 |
.7 |
2.8 |
1.2 |
... gets me cleaner than other body washes. |
3.1 |
0.8 |
2.8 |
.4 |
2.7 |
0.5 |
2.7 |
0.8 |
4 |
1.4 |
2.8 |
0.8 |
... smells nicer than other body washes. |
3.6 |
0.9 |
3.6 |
1 |
3.1 |
0.9 |
3.1 |
0.9 |
4.5 |
0.7 |
2.8 |
0.9 |
...isn’t recommended |
3.1 |
1 |
3.1 |
1.3 |
3 |
1 |
3 |
1 |
4.5 |
0.7 |
2.8 |
1.1 |
... is a good value. |
3.3 |
0.5 |
3.4 |
0.7 |
3 |
1 |
3 |
1 |
4.5 |
0.7 |
2.8 |
1.1 |
...is healthy. |
3.1 |
0.6 |
3.2 |
0.4 |
2.9 |
0.4 |
2.9 |
0.8 |
3.5 |
2.1 |
3.2 |
1.2 |
... makes me feel good. |
2.4 |
1.4 |
3.1 |
0.6 |
3 |
0.6 |
3 |
1 |
3.5 |
2.1 |
2.8 |
0.8 |
...is bad for my skin. |
3.6 |
0.9 |
3.6 |
0.5 |
3.4 |
0.5 |
3.3 |
0.4 |
4.5 |
0.7 |
3.2 |
1.1 |
...is a brand I would purchase |
3.3 |
1 |
3 |
1.1 |
3.3 |
1 |
2.7 |
1.1 |
4.5 |
0.7 |
2.8 |
1.2 |
Table 4: Multivariate tests
|
Wilks’s Lambda |
F |
Between-groups degrees of freedom |
Within-groups degrees of freedom |
Sex |
0.78 |
1.23 |
10 |
43 |
Mover group |
0.60 |
1.24 |
20 |
86 |
Mover group × Sex |
0.58 |
1.36 |
20 |
86 |
|
|
|
|
* p ≤ 0.15 |
The results of the multivariate analysis of variance cannot be projected to the population. In 85 samples out of 100 samples drawn from the same population as this sample, we could not necessarily expect to get the same results.