Introduction

In this particular consumer preference analysis, the copy testing method was used.  This was to determine how effective the advertisements were for each of the three brands of vodka.  Key points of interest include: respondents’ attitudes prior to and after exposure to the advertisements and the relationships between the brands and the brand attributes.  The statistical significance was set at p ≤ .15.  If the data was found to be statistically significant on this basis, then the results could be projected to the larger population.

The survey was conducted online and distributed via e-mail to family and friends.  The minimum age requirement was 21, because the survey involved alcoholic beverages and did not want to condone underage drinking.  In addition, a Facebook group was created and friends were asked to join and participate in the survey.  In these two instances, the respondents were encouraged to pass the survey on to any other people over the age of 21. 

The analyses used the data gathered from the 59 respondents.  The data was calculated using SPSS statistics software.  This report fully explains all of the results.

 

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