Basic Statistics
Multiple Regression Analysis
Discriminant Analysis
ANOVA/MANOVA
Factor Analysis
Cluster Analysis

Basic Statistics

Paired t-Test
Dove is the most positively perceived brand, followed by Suave and Sunsilk as indicated by the Brand Index Scores. This is the case for both the sample respondents and the population from which the sample was drawn. In 85 (or more) of 100 samples drawn from the same population as this sample, we can expect the same results.

Independent t-Test
In this sample, only 10 respondents scores improved post-ad exposure, while 38 scores decreased. Within the up movers, there was a higher perception of Suave’s advertising, but a lower perception of Suave’s brand, than down movers. The findings of Suave’s brand perception can be expected to hold true in the larger population (in 85 or more of 100 samples drawn from the same population as this sample, we can expect the same results), but the lower perception of Suave's advertising cannot.

Chi-Square
For up movers, there appeared to be only a slight difference between the number of respondents above and below the median brand index score for Suave, whereas for down movers, the difference was greater . These differences 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.

Frequency Count
Sunsilk had both the largest number of up movers (35) and the smallest number of down movers (12). Suave had the smallest number of up movers (10) and the largest number of down movers (38). Dove remained in the middle on both up movers, (28) and down movers (20). The count for those who stayed the same for each brand are similar (23, 22, 22).

Brand Preference Comparison
Thirty-nine respondents out of 70 had a higher perception of the Dove brand than the Sunsilk brand, as measured by the respective brands’ brand index scores.

Correlation
As a respondent’s perception of the Suave brand goes up, his perception of the Sunsilk brand tends to go up as well, but this tendency is very slight. This is the case only for the respondent sample. This test cannot be projected to the population.

Female Respondent Correlation
As a female respondent’s perception of the Suave brand goes up, her perception of the Sunsilk brand tends to go up as well, but this tendency is also very slight and is very similar to the correlation of all respondents tendencies. This is the case only for the respondent sample. This test cannot be projected to the population.

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Multiple Regression Analysis

These results suggest that Sunsilk’s brand perceptions played somewhat of a role in the variations between respondents’ changed purchase intentions after exposure to the advertisements. Four of the brand attributes tested – Sunsilk is a good brand, I prefer Sunsilk to other shampoo brands, Sunsilk has a good smell, and I would recommend Sunsilk– could be considered important.

Dove’s brand perceptions played a decent role in explaining the variations between respondents’ changed purchase intentions after exposure to the advertisements. Five of the brand attributes tested –Dove is a good brand, I like my hair when I use Dove, Dove improves my hair quality, Dove feels the same as other shampoos, and Dove has a good smell– could be considered important.

Suave’s brand perceptions played a large role in explaining the variations between respondents’ changed purchase intentions after exposure to the advertisements. Eight of the brand attributes tested –Suave is a good brand, I prefer Suave to other shampoo brands, Suave is expensive, Suave improves my hair quality, I feel confident when I use Suave, I do not use Suave, Suave has a good smell, and I would recommend Suave– could be considered important.

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Discriminant Analysis

In the discriminant analysis, none of the mean Likert scores for each attribute varies more than 0.5 points between up-movers and down-movers – thus there appear to be few if any great differences between the two groups’ perceptions of the Dove brand. "I prefer Dove," "Dove improves my hair quality," "Dove has a good smell," and "I would recommend Dove" appear to be 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 72.9% accuracy. This classification percentage can be projected to the population. However, the average discriminant scores are not statistically significant and cannot be projected to the population.

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ANOVA/MANOVA

Women have the highest mean scores across the board, with Up-Movers having the highest. The greatest difference between mean scores is between male and female Non-Movers. This conveys that, after viewing the ad, women are more likely than men to consider Suave as having a good smell. The majority of both males and females are Down-Movers suggesting that most respondents did not agree with the statement, "Suave has a good smell" after seeing the ad. Because the F-ratios are significant, the results can be projected to a larger population. In 85 (or more) of 100 samples drawn from the same population as this sample, we can expect the same results.

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 men believed Suave was the same as other brands of shampoo while women feel suave is expensive and do not use suave, yet agree suave has a good smell. Among those respondents whose change scores remained the same, there was one notable difference between males and females; females responded higher than males on the positive suave attributes, while males responded higher on the negative brand attributes. The only difference in mean scores among male and female Down-Movers was that women were more favorable, post ad exposure, towards recommending Suave to a friend even though they believed suave was expensive where males did not. The F-ratios were found to be significant, therefore in 85 or more samples of 100 samples drawn from the same population as this sample, we can expect the same results.

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Factor Analysis

For Sunsilk, all the positive Likert attributes of “Sunsilk is a good brand,” “I prefer Sunsilk,” “I like my hair when I use Sunsilk,” “Sunsilk improves my hair quality,” “I am confident when I use Sunsilk,” “Sunsilk has a good smell," and "I would recommend Sunsilk" all load on Factor I. The remaining three, all negative attributes, load on Factor II.

For Dove, “Dove is a good brand, “I prefer Dove,” “I like my hair when I use Dove,” “Dove improves my hair quality” “I am confident when I use Dove,” "I would not use Dove." “Dove has a good smell," and "I would recommend Dove" all load on Factor I. Only “Dove is expensive” and “Dove is the same as other brands” load on Factor II.

For Suave, “Suave is a good brand, “I prefer Suave,” “I like my hair when I use Suave,” “Suave improves my hair quality” "Suave is the same as other brands," “I am confident when I use Suave,” "I would not use Suave." “Suave has a good smell," and "I would recommend Suave" all load on Factor I. Only "Suave is expensive" loads on Factor II.

Dove has the highest mean attitude score with 3.3. Suave has a mean attitude score of 3.1. Sunsilk has the lowest mean attitude score with 3.0. The results of the paired t-tests demonstrate that in 85 samples out of 100 samples drawn from the same population as this sample, the mean attitude scores for Sunsilk, Dove, and Suave would be about what they are here. The results of these tests can be projected to the population.

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Cluster Analysis

Cluster 3 has the highest perception of Suave on all of the brand Likert items except “Suave is the same as other brands,” and “Suave is expensive.” The members of Cluster 1, 2, and 3 are much more likely to be female than male. The Chi-Squared was found to be significant, therefore in 85 or more samples of 100 samples drawn from the same population as this sample, we can expect the same results.

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