Analysis
Basic Statistics
1. Paired t-test comparing Brand Index Scores for Nature Valley, Quaker and Soyjoy
Table 1-A. Brand Index Score
Brand |
Brand Index Score Mean |
Standard Deviation |
Sample Size |
Nature Valley |
33.2 |
4.1 |
63 |
Quaker |
33.0 |
5.4 |
Soyjoy |
32.3 |
5.1 |
There are small differences of brand index score mean among three brands. Even though Nature Valley has slightly higher brand index score mean than other two brands, sixty-three respondents reported that the brand index score mean values of three brands are not significantly different.
Table 1-B. Paired Sample t-test
| Pairs |
t-ratio |
Nature Valley and Quaker |
.28 |
Quaker and Soyjoy |
.80 |
Soyjoy and Nature Valley |
1.12* |
*p ≤ .15
Paired sample t-tests are conducted in order to determine whether the results can be appropriately projected to a large population. One pair, Soyjoy and Nature Valley, is statistically significant, it means that in 85 or more samples out of every 100 samples drawn from the same population as this sample, it would be expected that the mean brand index score for Soyjoy and Nature Valley would be about what they are in this sample.
2. Between group t-tests comparing Soyjoy up and down movers
Table 2-A. Brand Index Score and Ad Index Score Change for Soyjoy
Group |
Sample
(n) |
Brand Index Score |
Ad Index Score |
Mean |
Standard Deviation |
t-ratio |
Mean |
Standard Deviation |
t-ratio |
Move Up |
33 |
34.8 |
4.7 |
3.89* |
6.3 |
1.8 |
4.66* |
Move Down |
11 |
29.4 |
3.8 |
2.9 |
2.2 |
*p ≤ .15
Table 2-A shows that the mean brand index score and ad index score for Soyjoy for the up and down movers on the constant sum score are statistically significant and can be projected to the population. It would be expected for the mean brand index score and ad index score for Soyjoy for the up and down movers on the constant sum score would be what they are in this sample.
3. Chi-squared significance test for Soyjoy
Table 3-A. Median Change for Soyjoy
| Pre-Post Change |
Above Median |
Below Median |
Up |
Count |
20 |
13 |
%Row |
60.6% |
39.4% |
% Column |
69.0% |
38.2% |
Total |
31.7% |
20.6% |
Same |
Count |
6 |
13 |
%Row |
31.6% |
68.4% |
% Column |
20.7% |
38.2% |
Total |
9.5% |
20.6% |
Down |
Count |
3 |
8 |
%Row |
27.3% |
72.7% |
% Column |
10.3% |
23.5% |
Total |
46.0% |
54.0% |
Median: 32, Sample Size: 63
Table 3-B. Chi-Squared Test
*p ≤ .15
This chart indicates that 29 of the respondents had above median Brand Index Score in comparison with 34 below median. To demonstrate, the reading of the first crosstab would show that of these 63 respondents, 20 respondents were: both up-movers and above median in their Brand Index Scores, accounted for 69.0% of all of those above median, accounted for 60.6% of all post-ad up-movers, and accounted for 31.7% of the total sample. The other cells read the same. The Chi-squared test indicates that these results are significant at the 0.15 level and that in 85 or more samples out of every 100 samples drawn from the same population as this sample, the same results for the Soyjoy ad could be expected.
4. Pre to Post Exposure Brand Index Score Change
4-A. Pre-Post Ad Exposure Movement
| Brand |
Sample Size |
Up |
Same |
Down |
Nature Valley |
63 |
12 |
15 |
36 |
Quaker |
34 |
13 |
16 |
Soyjoy |
33 |
19 |
11 |
This frequency test was conducted in order to determine whether the ads used in the survey increased positive feelings towards any of the three brands. The two most positively increasing ads were Quaker and Soyjoy; where as, the Nature Valley ad had a majority of down-movers and those that stayed the same.
5. Brand Preference – Frequencies
Table 5-A. Higher Brand Index Score Frequency
|
Frequency |
Percent (%) |
Nature Valley > Quaker |
29 |
46.0% |
In this analysis, respondents’ brand index scores for Nature Valley were compared to those for Quaker. Out of 63 total respondents, 29 had a higher brand index score for Nature Valley than Quaker.
6. Simple Correlation Coefficients
Table 6-A. Correlation Coefficients for Compared Brands
| Compared Brand |
Correlation Coefficient |
Sample Size |
Quaker and Soyjoy |
.2* |
63 |
*p ≤ .15
There is a weakly positive correlation between respondents who like Quaker and Soyjoy. In 85 or more samples out of 100 samples drawn from the same population of this sample, it would be expected that there to be a weak direct relationship between two brands as there are in this sample. In terms of brand index scores, when the Quaker brand’s score increases or decreases in a certain direction, Soyjoy’s brand index score tends to follow the same pattern. This test was drawn from a sample size of 63 respondents.
7. Simple Correlation Coefficients for Selected Cases
Table 7-A. Correlation Coefficients for Compared Brands (Amongst male respondents)
| Compared Brand |
Correlation Coefficient |
Sample Size |
Quaker and Soyjoy |
.2* |
28 |
*p ≤ .15
In 85 or more out of 100 samples drawn from the same population as this sample, the same results for the correlation between brands could be expected for Quaker and Soyjoy. A weak correlation of 0.2 was found to exist between the Quaker and Soyjoy brands of snack bars, which suggests that males who like the Quaker brand might slightly tend to like the Soyjoy brand too and vice versa. The sample was taken from 28 respondents.