Executive Summary

 

The following report contains statistical analyses of copy-testing research on print ads for three well-known brands of cereal bars: Nature Valley, Quaker, and Soyjoy. The purpose of the study was to determine the brand preferences of 63 respondents, to examine the perceptions with regard to each brand's attributes, and to determine the effect of advertising on the brand preferences. An online questionnaire was developed and sent via e-mail and data was collected for the span of a week.

To analyse online survey results, several research methods were used including: regression analysis, discriminant analysis, ANOVA/MANOVA, factor analysis, and cluster analysis along with other basic statistical methods. It was shown that there was slight difference in the perceptions between the three brands. Nature Valley was the most favored out of the three brands. From the next page, a comprehensive analysis will be provided.