Conclusions
Basic Statistics
Paired t-tests
The Mean Brand Index scores for the three brands of flavored water were all very similar indicating that respondents liked the three brands almost equally. Dasani, with a score of 31.8, was preferred the most by respondents, and Kellogg's, with a score of 30, was preferred the least. Responses to Likert items for Dasani exhibited greater variances from the mean, while responses to the Tropicana items deviated the least. The paired sample t-tests revealed that all three brand pairs were statistically significant and can be projected to a larger population. This means, in 85 or more samples out of every 100 drawn from the same population as this sample, similar results can be expected.
Between-groups t-tests
The majority of respondents demonstrated more favorable opinions of Tropicana after viewing the brand's print advertisement. 33 of 82 respondents (40% of the sample) reported higher Brand Index Scores during the post-test and 20 respondents (24% of the sample) showed lower Brand Index Scores, or a decrease in brand preference. Up-movers had a higher perception of Tropicana's advertising, but a lower perception of Tropicana's brand, than down-movers. The results were found to be statistically significant and can be projected to a larger population.
Chi-Squared Significance Test
For up-movers, down-movers as well as those respondents that stayed the same, there was only a slight difference between the number of respondents above and below the median brand index score for Dasani. No statistically-significant relationship was found and the results can not be projected to a larger population.
Frequency count
The Tropicana and Kellog's ads had an almost equally positive influence on promoting favorable brand attitudes among respondents with 33 and 35 up-movers respectively. Dasani, however, did not do as well; on the contrary, a large number of respondents (43 or 52% of the sample) reported feeling less favorable towards the brand after seeing the ad.
Brand Index Score Comparison
Out of 82 respondents, 40 people rated Dasani higher than Tropicana and 42 people rated Tropicana higher than Dasani. Respondents felt slightly more favorable toward Tropicana.
Simple Correlation Coefficients
There is a weak correlation between the brand index scores of Dasani and Tropicana. Those respondents who reported liking Dasani might exhibit a similar preference for Tropicana. The results of the test are statistically significant and thus can be projected to a larger population. When looking exclusively at women, a very weak relationship can be seen between the two brands. However, the results are not statistically significant and cannot be projected to the population.
Regression Analysis
Dasani
The brand attributes for Dasani accounted for an extremely small portion (3.7%) of the variance in pre/post change scores. However, the results of this analysis are not statistically relevant and cannot be projected to the population. Moreover, 7 of the 10 Likert items (…good brand, ...tastes great, …fits my lifestyle, …just like any other…, …would recommend…, …prefer over regular water, and …doesn't taste artificial) are important in this analysis as they influence the change score most. However, neither of the Dasani brand attributes had a statistically significant impact and thus cannot be projected to the population.
Tropicana
The brand attributes for Tropicana accounted for a larger yet still rather small portion (19.5%) of the variance in pre/post scores. The results of this sample are statistically significant and can be projected to the population. In 85 samples out of 100 samples drawn from the same population as this sample, it would be expected that the ten Tropicana brand attitude items would account for a small portion (19.5%) of the variance in the pre/post change scores for Tropicana. 2 Likert items (“Tropicana flavored water tastes great” and “Tropicana flavored water is just like any other brand of flavored water”) are important in this analysis. However, only one of these two attributes – Tropicana flavored water tastes great – is statistically significant; in 85 samples out of 100 samples drawn from the same population as this sample, it would be expected that the results would be about what they are here.
Kellogg's
The brand attributes for Kellog's accounted for about 16.1% of the variance in pre/post scores. This result also indicates a rather weak correlation. However, the results of this analysis as indicated by the t-ratio are not statistically relevant and cannot be projected to the population. Again, only a very small number of attributes, two in this case – “Kellog's is a good brand of flavored water” and “I would recommend Kellog's flavored water to my friends” – are important in this analysis and also had a statistically significant impact; in 85 samples out of 100 samples drawn from the same population as this sample, it would be expected that these two coefficients would be about what they are here.
Discriminant Analysis
In the discriminant analysis, none of the mean Likert scores for each attribute varies significantly between up-movers and down-movers – thus there appear to be few if any great differences between the two groups' perceptions of the Tropicana brand. “Tropicana flavored water tastes great” and “I would recommend Tropicana flavored water to my friends” are the most important brand attributes in determining whether respondents were up movers or down movers.
These results suggest that, given a respondent's brand attitude Likert scores, we can predict whether the respondent is an up-mover or a down-mover with about 74% accuracy. But the average discriminant scores are not statistically significant and cannot be projected to the population.
ANOVA/MANOVA
ANOVA
Women have slightly higher mean move scores than men in the up- and down-mover groups. In the same-group, men and women have the same mean move scores. This conveys that, after viewing the ad, women are more likely than men to either agree (up-movers) or disagree (down-movers) with the statement “Dasani flavored water fits my lifestyle.” However, the results show that the majority of both males and females are Down-Movers (17 or 60.7% of males and 26 or 48.1% of females) suggesting that a lot of respondents did not agree with the statement " Dasani flavored water fits my lifestyle” after seeing the ad. The F-ratios are not significant and therefore results cannot be projected to a larger population. In 85 samples out of 100 samples drawn from the same population as this sample, we cannot expect the same results.
MANOVA
Among Up-Movers, there were notable differences between the mean scores of males and females on three of the ten brand attributes. Post ad exposure, more women believed Dasani flavored water makes them feel healthy and tastes great. On the other hand, considerably more men stated that Dasani flavored water is just like any other flavored water after viewing the ad. Among those respondents whose change scores remained the same, there were two notable differences between males and females; females felt more strongly in terms of Dasani flavored water tasting great, whereas men again felt strongly about Dasani flavored water being just like any other flavored water. The only notable difference in mean scores among male and female Down-Movers was that women felt more strongly about Dasani flavored water being too expensive. When comparing the ten brand attributes to the independent variables gender and move score, the F-ratio for gender was found to be significant and can be projected to the population. In 85 (or more) of 100 samples drawn from the same population as this sample, we can expect the same results.
Factor Analysis
Dasani
Two of the ten factors have Eigenvalues greater than or equal to one and are therefore important in this analysis because they explain the variance of at least one Likert item. Together, these two factors account for 60.4% of the variance, leaving 39.6% unexplained, which is not that great of a percentage. Eight of the ten brand attributes loaded on Factor I. This indicates that these attributes are related to each other in some way independent from the other variables. The results of the factor matrix were clear and not ambiguous.
Tropicana
Three of the ten Tropicana factors have Eigenvalues greater than or equal to one and are therefore important in this analysis because they explain the variance of at least one Likert item. These three factors account for 59.5% of the variance, leaving 40.5% unexplained. Six of the ten attributes loaded on Factor I. This indicates that these attributes are related to each other in a way that is independent from the attributes that loaded on other factors. Two attributes loaded on Factor II ("Tropicana is a brand I trust." and "Tropicana flavored water is too expensive.") and two other attributes loaded on Factor III (“Tropicana flavored water is just like any other flavored water.” and “I prefer Tropicana flavored water over regular water.”). Two attributes (“Tropicana is a brand I trust.” and “Tropicana flavored water doesn't taste artificial.”) proved to be ambiguous, meaning these rows had more (or none) than one factor greater than or equal to the absolute value of +/-0.5. A Varimax Rotation was used to elicit better results, and the rotated results turned out to be less ambiguous than the unrotated ones.
Kellogg's
Three of the ten factors for Kellogg's have Eigenvalues greater than or equal to one and are therefore important in this analysis. Together, these three factors account for 67.4% of the variance, leaving 32.6% unexplained. Seven of the ten attributes loaded on Factor I. This indicates that these attributes are related to each other in a way that is independent from the attributes that loaded on other factors. Two attributes loaded on Factor II and two other attributes loaded on Factor III. However, one attribute (“I would recommend Kellogg's flavored water to my friends.”) proved to be ambiguous. Thus a Varimax Rotation was used to elicit better results, and the rotated results turned out to be less ambiguous than the unrotated ones.
Dasani has the highest mean attitude score with 3.3. Tropicana has a mean attitude score of 3.2. Kellogg's has the lowest mean attitude score with 2.9. Paired sample t-tests were conducted to determine the statistical significance of the differences in means between the brand attitude scores of the three brands. Based on the results, we can expect that in 85 (or more) samples of 100 samples drawn from the same population as this sample, the differences between the mean attitude scores for the pairs Dasani/Kellogg's and Tropicana/Kellogg's would be about the same as they are in this sample. However, the difference between mean attitude scores for Dasani/Tropicana is not significant and cannot be projected to a larger population.
Cluster Analysis
When compared to Cluster 1, Cluster 2 overall exhibits higher mean scores for most brand attributes. This reveals that Cluster 2 rated, and liked, the Dasani brand better. Only one Likert item (…doesn't taste artificial) is statistically significant. This Likert item differs significantly between groups, which means that the results can be projected to a larger population. Cluster 1 as well as cluster 2 are clearly female-oriented. These results are not statistically significant and cannot be projected to a larger population. In 85 (or more) of 100 samples drawn from the same population as this sample, we would not expect to find the same results.