Section One

Please read each question carefully and type your answer in the space provided. If you have never purchased any of these items below, please type in the name of the first brand that comes to your mind.

1a. The last time you purchased rum, which brand did you buy?

n = 59, Patron = 15.3%, Jose Cuervo = 40.8%, Other = 43.9%

1b. The last time you purchased tequila, which brand did you buy?

n = 59, Bacardi = 35.6%, Captain Morgan = 27.2%, Other 37.2%

1c. The last time you purchased vodka, which brand did you buy?

n = 59, Smirnoff = 27.2%, Grey Goose = 23.8%, Other = 49%

 

Go on to Section 2

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Section Two

Please distribute 10 points among the brands in each question to reflect how likely you are to purchase each brand. Please make sure that your total for each set of brands equals 10.

2a.

Bacardi	0 1 2 3 4 5 6 7 8 9 10
Malibu	0 1 2 3 4 5 6 7 8 9 10
Captain Morgan	0 1 2 3 4 5 6 7 8 9 10

n = 59

Bacardi: mean = 5.3, S.D. = 3.0
Malibu: mean = 2.2, S.D. = 2.4
Captain Morgan: mean = 3.4, S.D. = 3.1

2b.

Jose Cuervo	0 1 2 3 4 5 6 7 8 9 10
Cazadores	0 1 2 3 4 5 6 7 8 9 10
Patron	0 1 2 3 4 5 6 7 8 9 10

n = 59

Jose Cuervo: mean = 4.7, S.D = 3.2
Cazadores: mean = 1.4, S.D. = 2.0
Patron: mean = 4.2, S.D. = 3.2

2c.

Skyy	0 1 2 3 4 5 6 7 8 9 10
Ketel One	0 1 2 3 4 5 6 7 8 9 10
Level	0 1 2 3 4 5 6 7 8 9 10

n = 59

Skyy: mean = 4.9, S.D. = 2.9
Ketel One: mean = 2.5, S.D. = 2.6
Level: mean = 3.3, S.D. = 2.6

Go on to Section Three

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Section Three

Please look carefully at the following print advertisements for vodka. View the advertisements ONE at a time. You should only spend a maximum of 15 SECONDS looking at each advertisement. Once you have viewed the advertisements, please do not go back and look at them. You do not have to memorize any part of the advertisements.

 

Click Here to See Ad #1

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Click Here to See Ad #2

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Ad Copy:

Dear Ketel One Drinker

There comes a time in everyone's life when they stop what they're doing and

Click Here to See Ad #3

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Ad Copy:

Hello delicious.

level vodka

beyond smooth, from Absolut

Go on to Section Four

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Section Four

Now that you have viewed the advertisements, your opinion towards each may have changed. Now please distribute 10 points among the three brands of vodka to reflect how likely you are to purchase each brand. Please make sure that your total for this set adds up to 10.

 

Skyy	0 1 2 3 4 5 6 7 8 9 10
Ketel One	0 1 2 3 4 5 6 7 8 9 10
Level	0 1 2 3 4 5 6 7 8 9 10

n = 59

Skyy: mean = 5.0, S.D. = 2.9
Ketel One: mean = 2.5, S.D. = 2.6
Level: mean = 3.3, S.D. = 2.6

Go on to Section Five

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Section Five

Please answer the following questions regarding your impressions of the advertisements.

5a. Having viewed the advertisements, do you feel differently about any of the brands? Select One Yes No

n = 59
Yes: n = 30, 50.8%
No: n = 29, 49.2%

If you answered "No", please click the link below to move on to Section Six.

5b. What brand do you feel most differently about? Select One Skyy Ketel One Level

n = 31
Skyy: n = 5, 8.5%
Ketel One: n = 13, 22.0%
Level: n = 13, 22.0%

5c. Do you feel more or less favorable towards the brand? Select One More Favorable Less Favorable

n = 31
More Favorable: n = 13, 22.0%
Less Favorable: n = 18, 30.5%

5d. Please describe briefly what it was about the ad that made you feel this way.

Go on to Section Six

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Section Six

Look over the following statements and please choose the option that most accurately describes your feelings about Skyy vodka.

Skyy is a good brand of vodka.

n = 59, mean = 3.8, S.D. = .8

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 4, 6.8 %

n =18, 30.5%

n= 31, 52.5%

n = 5, 8.5%

 

I like the taste of Skyy.

n = 59, mean = 3.6, S.D. = .8

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 4, 6.8 %

n =18, 30.5%

n= 31, 52.5%

n = 5, 8.5%

 

I would specifically ask for Skyy at a bar or club.

n = 59, mean = 2.8, S.D. = 1.1

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 6, 10.2%

n = 18, 30.5%

n = 20, 33.9%

n = 9, 15.3%

n = 6, 10.2%

 

Skyy is a more upscale brand of vodka.

n = 59, mean = 3.4, S.D. = 1.0

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2, 3.4%

n = 8, 13.6%

n = 17, 28.8%

n = 27, 45.8%

n = 5, 8.5%

 

Skyy is a strong vodka.

n = 59, mean = 3.2, S.D. = .7

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 3, 5.1 %

n = 37, 62.7%

n = 17, 28.8%

n = 1, 1.7%

 

I prefer Skyy over other brands of vodka.

n = 59, mean = 2.9, S.D. = 1.1

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 5, 8.5%

n = 14, 23.7%

n = 19, 32.2%

n = 3, 5.1%

 

I would not be able to tell the difference between Skyy and other types of vodka.

n = 59, mean = 2.9, S.D. = 1.0

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 6, 10.2%

n = 14, 23.7%

n =18, 30.5%

n = 20, 33.9%

n = 1, 1.7%

 

Skyy is the same as less expensive brands of vodka.

n = 59, mean = 2.9, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4, 6.8%

n = 17, 28.8%

n = 22, 37.3%

n = 16, 27.1%

n = 0, 0%

 

I would feel more sexy if I drank Skyy.

n = 59, mean = 2.4, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 7, 11.9%

n = 28, 47.5%

n = 18, 30.5%

n = 4, 6.8%

n = 2, 3.4%

 

I would recommend Skyy to my friends.

n = 59, mean = 3.1, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2, 3.4%

n = 15, 25.4%

n = 17, 28.8%

n = 22, 37.3%

n = 3, 5.1%

 

Click Here

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Look over the following statements and please choose the option that most accurately describes your feelings about Ketel One vodka.

Ketel One is a good brand of vodka.

n = 59, mean = 3.3, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2, 3.4%

n = 7, 11.9%

n = 24, 40.7%

n = 23, 39.0%

n = 3, 5.1%

 

I like the taste of Ketel One.

n = 59, mean = 3.1, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 3, 5.1%

n = 6, 10.2%

n = 31, 52.5%

n = 17, 28.8%

n = 2, 3.4%

 

I would specifically ask for Ketel One at a bar or club.

n = 59, mean = 2.6, S.D. = 1.0

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 8, 13.6%

n = 22, 37.3%

n = 17, 28.8%

n = 10, 16.9%

n = 2, 3.4%

 

Ketel One is a more upscale brand of vodka.

n = 59, mean = 2.7, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 22, 37.3%

n =18, 30.5%

n = 10, 16.9%

n = 3, 5.1%

 

Ketel One is a strong vodka.

n = 59, mean = 3.0, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 4, 6.8 %

n =18, 30.5%

n= 31, 52.5%

n = 5, 8.5%

 

I prefer Ketel One over other brands of vodka.

n = 59, mean = 2.7, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 3, 5.1%

n = 24, 40.7%

n = 20, 33.9%

n = 11, 18.6%

n = 1, 1.7%

 

I would not be able to tell the difference between Ketel One and other brands of vodka.

n = 59, mean = 3.0, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 18, 30.5%

n = 20, 33.9%

n = 20, 33.9%

n = 0, 0%

 

Ketel One is the same as other brands of vodka.

n = 59, mean = 2.8, S.D. = .8

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 21, 35.6%

n = 25, 42.4%

n = 12, 20.3%

n = 0, 0%

 

I would feel more sexy if I drank Ketel One.

n = 59, mean = 2.3, S.D. = .7

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 7, 11.9%

n = 29, 49.2%

n = 21, 35.6%

n = 2, 3.4%

n = 0, 0%

 

I would recommend Ketel One to my friends.

n = 59, mean = 3.0, S.D. = 1.0

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 2, 3.4%

n = 17, 28.8%

n = 24, 40.7%

n = 12, 20.3%

n = 4, 6.8%

 

Click Here

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Look over the following statements and please choose the option that most accurately describes your feelings about Level vodka.

Level is a good brand of vodka.

n = 59, mean = 3.4, S.D. = .7

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 0, 0%

n = 35, 59.3%

n = 20, 33.9%

n = 3, 5.1%

 

I like the taste of Level.

n = 59, mean = 3.3, S.D. = .6

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 1, 1.7%

n = 39, 66.1%

n = 16, 27.1%

n = 2, 3.4%

 

I would specifically ask for Level at a bar or club.

n = 59, mean = 2.7, S.D. = .9

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 4, 6.8%

n = 20, 33.9%

n = 25, 42.4%

n = 8, 13.6%

n = 2, 3.4%

 

Level is a more upscale brand of vodka.

n = 59, mean = 3.4, S.D. = .7

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 3, 5.1%

n = 29, 49.2%

n = 23, 39.0%

n = 3, 5.1%

 

Level is a strong vodka.

n = 59, mean = 3.1, S.D. = .7

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 4, 6.8 %

n =18, 30.5%

n = 31, 52.5%

n = 5, 8.5%

 

I prefer Level over other brands of vodka.

n = 59, mean = 3.0, S.D. = .8

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 4, 6.8 %

n = 31, 52.5%

n = 5, 8.5%

n = 18, 30.5%

 

I would not be able to tell the difference between Level and other brands of vodka.

n = 59, mean = 3.1, S.D. = .7

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0, 0%

n = 11, 18.6%

n = 32, 54.2%

n = 16, 27.1%

n = 0, 0%

 

Level is the same as other brands of vodka.

n = 59, mean = 2.8, S.D. = .6

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 14, 23.7%

n = 39, 66.1%

n = 5, 8.5%

n = 0, 0%

 

I would feel more sexy if I drank Level.

n = 59, mean = 2.7, S.D. = .7

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 0, 0%

n = 25, 42.4%

n = 28, 47.5%

n = 5, 8.5%

n = 1, 1.7%

 

I would recommend Level to my friends.

n = 59, mean = 3.0, S.D. = .8

Strongly Agree	Agree	Neither Agree Nor Disagree	Disagree	Strongly Disagree

n = 1, 1.7%

n = 13, 22.0%

n = 32, 54.2%

n = 11, 18.6%

n = 2, 3.4%

 

 

Go on to Section Seven

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Section Seven

Remember those vodka advertisements that you looked at earlier? Think back to them and check the box for every description you believe to be true of each advertisement. If you do not think the word or phrase does not describe the advertisement, do not select the description. Check all that apply.

 

	Skyy	Ketel One	Level
Boring	n = 59 Yes = 6, 10.2% No = 53, 89.8%	n = 59 Yes = 37, 62.7% No = 22, 37.3%	n = 59 Yes = 7, 11.9% No = 52, 88.1%
Informative	n = 59 Yes = 5, 8.5% No = 54, 91.5%	n = 59 Yes = 6, 10.2% No = 53, 89.8%	n = 59 Yes = 14, 23.7% No = 45, 76.3%
Hard to Believe	n = 59 Yes = 30, 50.8% No = 29, 49.2%	n = 59 Yes = 4, 6.8% No = 55, 93.2%	n = 59 Yes = 16, 27.1% No = 43, 72.9%
Memorable	n = 59 Yes = 37, 62.7% No = 22, 37.3%	n = 59 Yes = 16, 27.1% No = 43, 72.9%	n = 59 Yes = 20, 33.9% No = 39, 66.1%
Different/Unique	n = 59 Yes = 18, 30.5% No = 41, 69.5%	n = 59 Yes = 33, 55.9% No = 26, 44.1%	n = 59 Yes = 19, 32.2% No = 40, 67.8%
Important	n = 59 Yes = 4, 6.8% No = 55, 93.2%	n = 59 Yes = 1, 1.7% No = 58, 98.3%	n = 59 Yes = 8, 13.6% No = 51, 86.4%
Confusing	n = 59 Yes = 6, 10.2% No = 53, 89.8%	n = 59 Yes = 35, 59.3% No = 24, 40.7%	n = 59 Yes = 4, 6.8% No = 55, 93.2%
Creative	n = 59 Yes = 27, 45.8% No = 32, 54.2%	n = 59 Yes = 18, 30.5% No = 41, 69.5%	n = 59 Yes = 24, 40.7% No = 35, 59.3%
Ordinary/Common	n = 59 Yes = 19, 32.2% No = 40, 67.8%	n = 59 Yes = 15, 25.4% No = 44, 74.6%	n = 59 Yes = 23, 39.0% No = 36, 61.0%
Easy to Understand	n = 59 Yes = 35, 59.3% No = 24, 40.7%	n = 59 Yes = 18, 30.5% No = 41, 69.5%	n = 59 Yes = 41, 69.5% No = 18, 30.5%

 

 

 

Go on to Section Eight

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Section Eight

This is similar to the section you just completed. This time, please indicate whether you agree or disagree with each of the following statements by selecting the appropriate box. If you agree with the statement, check the box. If you disagree, leave it blank. Check all that apply.

	Skyy	Ketel One	Level
I would easily forget this ad.	n = 59 Yes = 28, 47.5% No = 31, 52.5%	n = 59 Yes = 28, 47.5% No = 31, 52.5%	n = 59 Yes = 28, 47.5% No = 31, 52.5%
This ad made me think differently about vodka.	n = 59 Yes = 5, 8.5% No = 54, 91.5%	n = 59 Yes = 14, 23.7% No = 45, 76.3%	n = 59 Yes = 8, 13.6% No = 51, 86.4%
This ad was annoying.	n = 59 Yes = 17, 28.8% No = 42, 71.2%	n = 59 Yes = 29, 49.2% No = 30, 50.8%	n = 59 Yes = 4, 6.8% No = 55, 93.2%
This ad would appeal to women more than men.	n = 59 Yes = 18, 30.5% No = 41, 69.5%	n = 59 Yes = 2, 3.4% No = 57, 96.6%	n = 59 Yes = 25, 42.4% No = 34, 56.7%
This ad would appeal to older people.	n = 59 Yes = 2, 3.4% No = 57, 96.6%	n = 59 Yes = 21, 35.6% No = 38, 64.4%	n = 59 Yes = 7, 11.9% No = 88.1%
This ad would catch my eye if I saw it in a magazine.	n = 59 Yes = 37, 62.7% No = 22, 37.3%	n = 59 Yes = 17, 28.8% No = 42, 71.2%	n = 59 Yes = 25, 42.4% No = 34, 57.6%
This ad taught me something new about vodka.	n = 59 Yes = 1, 1.7% No = 58, 98.3%	n = 59 Yes = 1, 1.7% No = 58, 98.3%	n = 59 Yes = 9, 15.3% No = 50, 84.7%
This ad contained useful information.	n = 59 Yes = 1, 1.7% No = 58, 98.3%	n = 59 Yes = 2, 3.4% No = 57, 96.6%	n = 59 Yes = 5, 8.5% No = 54, 91.5%
I would like to see this ad again.	n = 59 Yes = 10, 16.9% No = 49, 83.1%	n = 59 Yes = 9, 15.3% No = 50, 84.7%	n = 59 Yes = 11, 18.6% No = 48, 81.4%
I would easily remember this ad.	n = 59 Yes = 24, 40.7% No = 35, 59.3%	n = 59 Yes = 16, 27.1% No = 43, 72.99%	n = 59 Yes = 14, 23.7% No = 45, 76.3%

Go to the LAST SECTION!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Section Nine

In this section, I asking for you to provide information about yourself. Your responses in this section will remain confidential.