The survey of 62 respondents shows a significant, moderately-strong, direct relationship between Allegra and Flonase Brand Index Scores. Thus, in 85 or more samples of every 100 samples drawn from the sample population of 62 respondents, we would expect to find a moderately-strong direct relationship between Allegra and Flonase Brand Index Scores.
Correlation Coefficient for Those Who Take Allergy Medications on a Regular Basis
The survey of 62 respondents shows a significant, moderate, direct relationship between Flonase and Claritin Brand Index Scores among those respondents who take allergy medications on a regular basis. Thus, in 85 or more samples of every 100 samples drawn from the sample population of 62 respondents, we would expect to find a moderate direct relationship between Flonase and Claritin Brand Index Scores among those respondents who take allergy medications on a regular basis.
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Allegra Multiple Regression Analysis
A weak 8.9 percent of the variance in the change score for Allegra is explained by the ten Likert items, which do not explain the change score very well; over 90 percent of the changes in the Brand Index Score come from other factors. We cannot project correlations from the sample to the population due to lack of significance.
We would not expect any of Allegra’s determinants of the variance of the pre- to post-exposure change score to project correlations from the sample of 62 respondents to the population, based on levels of significance.
Another factor must cause respondents to change their preference for Allegra after seeing the three ads for allergy medication. There appears to be no consistent correlation between how respondents changed their judgment of the Allegra ad, pre- vs. post-exposure, and the respondents’ ratings based on the ten Likert variables.
Flonase Multiple Regression Analysis
A weak 26.2 percent of the variance in the pre- to post-exposure change score for Flonase is explained by the ten Likert items. Therefore the Likert questions do not explain the change score very well, and nearly 75 percent of the explanation of the changes in the Brand Index Score come from other factors. In 85 or more samples out of every 100 drawn from the same population as this sample of 62, the R would be 0.5.
Another factor must cause respondents to change their preference for Flonase after seeing the three ads for allergy medication. There appears to be no consistent correlation between how respondents changed their judgment of the Flonase ad, pre- vs. post-exposure, and the respondents’ ratings based on the ten Likert variables.
Claritin Multiple Regression Analysis
A weak 17.0 percent of the variance in the pre- to post-exposure change score for Claritin is explained by the ten Likert items for Claritin. The Likert questions do not explain the change score very well, and 83 percent of the changes in the Brand Index Score come from other factors. We cannot project correlations from the sample of 62 respondents to the population due to lack of significance.
Another factor must cause respondents to change their preference for Claritin after seeing the three ads for allergy medication. There appears to be no consistent correlation between how respondents changed their judgment of the Claritin ad, pre- vs. post-exposure, and the respondents’ ratings based on the ten Likert variables.
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Discriminant Analysis for Claritin
We would expect to predict consumer opinions of whether Claritin is better than generic allergy medications, whether Claritin gives them the freedom to be who they want to be, and whether Claritin works the same as other allergy medications to be strong indicators of how the consumer opinion of Claritin will change after exposure to ads.
Respondents’ opinions of how good Claritin is, whether Claritin is better than generic, whether Claritin takes away problems, and whether Claritin is the same as other allergy medications are substantial indicators of how a respondent will change her opinion of Claritin after exposure to the ads.
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One-Way Factorial Analysis of Variance (ANOVA): "Flonase is too expensive"
There is little difference between the mean scores for those who increased their ranking of Flonase post-exposure, regardless of whether they take allergy medications on a regular basis, as well as those whose brand ranking scores remained the same and do not take allergy medication on a regular basis. However, we see that the largest difference comes from those whose brand ranking score remained the same and who take allergy medications on a regular basis. This group is the most price sensitive of all groups, and those whose brand ranking score decreased and who take allergy medications on a regular basis are the least price sensitive of all groups.
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Multiple Analysis of Variance (MANOVA) Using Flonase Likert Items
This multiple analysis of variance of the interaction effects compares the ten Likert (dependent) variables for Flonase with two factors, pre- versus post-exposure change score and whether the respondent takes allergy medication on a regular basis. Among those whose scores increased, we see major differences in means scores between the Likert items “allergies really bad,” “same as others,” and “important.” Similarly among those whose scores remained the same, we see major differences between “good,” “do not like,” and “better than generic.” Lastly, among those whose scores decreased, we see major differences between “better than generic,” “takes away problems,” “and same as others.”
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Factor Analysis
Brand attitude scores and paired samples t-tests were conducted on the three brands, Allegra, Flonase, and Claritin. The brand attitude scores show that respondents had the most favorable brand attitude toward Claritin, followed by Allegra, and that respondents deemed the Flonase brand of allergy medication the least favorable.
The paired samples t-tests were all statistically significant at a level of 0.15. Thus, in 85 or more samples out of every 100 samples from the same population from which this sample of 62 was drawn, we would expect to find the differences between mean attitude scores for the Allegra-Flonase pair, the Flonase-Claritin pair, and the Claritin-Allegra pair to be the same as reported in this sample. We can determine the preference order of the three brands of allergy medications to be Flonase first, followed by Allegra, then Claritin.
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