Introduction

Copy testing is a useful research tool for marketers to determine which advertisements will have the most positive effects on consumer buying behavior.  It is also useful tool to determine whether the affects of the advertisement will give the consumer a more positive or negative perception of the brand being advertised.  This report contains the copy testing research results of three popular brands of cereal bar advertisements and whether these advertisements had any overall effect on the consumers brand preference.  The three brands of cereal bars used in this study were Nature Valley, Quaker, and Soyjoy. 

The purpose of this research was to examine brand preferences among three popular brands of cereal bars and the effect of the print advertising for each brand. The results from the questionnaire utilized to determine initial preferences for the three cereal bar brands, analyze common attributes associated with those brands, the effect of the print advertising on brand preference, and to compare which brand had the significant preference. The results were used to examine the statistical significance in order to determine if we could project the research results in 85 or more samples out of 100 samples taken from the same population as the 63 respondents.

This website also provides a comprehensive description of the methodologies used, analysis of all the statistical test results and the conclusions drawn from those results, as well as, a summary of the findings. In addition, the report provides the original consumer preference survey sent to respondents as well as an extended version that provides a brief summary of the respondents' answers to each question.