Basic Statistics Analysis

Paired T-test

Between Groups T-tests

Chi-Squared Significance Test

Frequency

Frequency Counting

Simple Correlation Coefficient

Simple Correlation Coefficient Modified

Regression Analysis

Discriminant Analysis

Anova/Manova

Factor Analysis

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

BASIC STATISTICS ANALYSIS

 

Paired t-test

Statistical analysis of print advertisements and brand preferences for the following Vodka products: Absolut, Grey Goose and Skyy. The sample used for this analysis consisted of 60 people. Paired t-Tests were gathered, comparing brand index scores to the ten Likert items.

Brand Index Score

 

Paired Sample Test

(*p≤ .15)

The three paired t-Tests are statistically significant at a level of .15. lt is expected that the mean scores of Absolut, Grey Goose and Skyy on the Brand Index Score would be about the same in this sample. Therefore, we can project the results for this sample to the population. Overall, the respondents have the most positive perception for Absolut, the second for Grey Goose, and the third for Skyy.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Between Groups t-tests

Between-groups t-tests were conducted for Grey Goose brand, comparing ad pre-to-post exposure with the Brand Index Score and Ad Index Score . The Individuals that moved up against those who moved down.

Changed Brand Index Score for Grey Goose

(*p ≤ 0.15)

Changed Ad Index Score for Grey Goose

(*p ≤ 0.15)

There were 35 individuals who had a change score which moved up from pre-to-post exposure to Grey Goose ad. The Brand Index Score mean for this group was 33.1 and the Ad Index Score mean was 4.3. There were 25 respondents that moved down on pre-to-post exposure after looking at the ad. The Brand Index Score mean for this group was 28.2 and the Ad Index Score mean was 2.4. In 85 or more samples out of every 100 drawn from the same population, as this sample of 60 people, both of the t-ratios for respondents that moved up and down were significant within the brand index score and ad index score. They can be projected to the population of this sample. Individuals who ranked the Grey Goose brand higher before looking at the ad ranked higher after the exposure to the ad than those who ranked lower throughout the survey. Concluding, the majority of the sample will intensify their preference of Grey Goose after looking at the ad

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Chi Squared Significance Test

Chi-Square test conducted to determine a significant relationship between "up", "same", and "down" pre-to-post movers on Grey Goose and being above or below the median Brand Index.

 

 

(*p ≤ 0.15)

The Chi-Square test resulted significant at a level of .15. In 85 or more samples out of every 100 drawn from the same population, as this sample of 60 people, we would expect that the same percentage of cross tabulation would result in the population as we have found in this sample. The median for Grey Goose Brand Index Score is 30.0. From the sample of 60 respondents, 60% of the respondents felt more favorably about Grey Goose after viewing the ad. Out of the 60% respondents, 38% rated the brand above the median and 22% rated the brand below the median. In other words, Grey Goose was rated more favorably after viewing the ad, and the other half of the respondents rated the same and less favorably in a proportional way.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Frequency

Pre to Post exposure measurement

 

Grey Goose and Absolut were the most moving up in favorability with 35 respondents or 58% of the sample in pre-to-post exposure. Skyy had the least moving up in favorability with 11 individuals or 18% of the sample in pre-to-post exposure. Concluding that individuals favor Grey Goose and Absolut ads more than Skyy ad.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Frequency Counting

The results indicated that out of the 60 respondents, 40 (66.6%) respondents rated Absolut higher than Grey Goose, and 20 (33.3%) individuals rated Grey Goose lower or equal to Absolut. R espondents preferred or felt more favorably to Absolut than Grey Goose.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Simple Correlation Coefficient

(*p≤.15)

Although there is a very low correlation between Grey Goose and Skyy the brand index scores, this is not significant at a level of .15. In 85 or more samples out of every 100 drawn from the same population. Respondents who may think highly of the grey Goose may tend to have a negative perception of the Skyy.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Simple Correlation Coefficient Modified

The following tables show a simple correlation coefficient tests’ results about the Grey Goose Brand Index Scores and the Grey Goose Ad Index Scores only for respondents of this survey who purchase alcoholic beverages more than one time per a week. The results were obtained via an online questionnaire, 45 people out of the total sample of 60 were used in this analysis.

(*p≤.15)

There is a very low correlation between Grey Goose Brand Index Scores and respondents of this survey who drink alcoholic beverages more than one time per a week, this is not significant at a level of .15 In 85 or more samples out of every 100 drawn from the same population.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

REGRESSION ANALYSIS

This regression analysis was conducted for each vodka brand. The Likert items were treated as the independent variables and the pre-to-post change score as the dependent variable.

Table 1. (*P<=.15)

 

Table 2. (*P<=.15)

From table 1, we can see from the multiple regression analysis that Grey Goose has a low relationship (26.8%) between how respondents rated the bran on the ten Likert items regarding its attributes and its favorability on the ad. The standard error of estimate is high (2.2). The F-ratio is significant, 1.87 tells that 85 or more samples out of every 100 drawn from the same population, at this sample of 60 people, would expect multiple regression coefficients.

Absolut shows a very low multiple determinant of 8.2%, which indicates there’s no relationship between how respondents rated the bran on the ten Likert items regarding its attributes and its favorability on the ad. The standard error of estimate is high (2.8). The F-ratio is significant, 0.49 tells that 85 or more samples out of every 100 drawn from the same population, at this sample of 60 people, would not expect multiple regression coefficients.

Skyy has a low relationship (24.3%) between how respondents rated the bran on the ten Likert items regarding its attributes and its favorability on the ad. The standard error of estimate is high (2.3). The F-ratio is significant, 1.64 tells that 85 or more samples out of every 100 drawn from the same population, at this sample of 60 people, would expect multiple regression coefficients.

 

From Table 2, we can derive the following descriptive equations in terms of how the Brand Index Scores explain their pre-post score change

Grey Goose: Pre-Post Change = -3.2 - 0.5(good) + 1.0(prefer) +1.0(would not drink) +0.1(the best tasting) -0.3(favorite mixers) -0.1(grow tired of) +0.2(bad after taste) +0.2(image conveyed) -0.1(lifestyle) -0.1(feel good)

 

 

Regression Equations

Absolut: Pre-Post Change = -1.2 + 0.2(good) - .2(prefer) -.2(would not drink) -.5(the best tasting) -0.4(favorite mixers) -0.1(grow tired of) +0.5(bad after taste) +0.5(image conveyed) +0.3(lifestyle) -0.2(feel good)

Skyy: Pre-Post Change = -2.4 - 0.1(good) + 0.7(prefer) -0.4(would not drink) -0.2(the best tasting) -0.1(favorite mixers) -0.3(grow tired of) +0.5(bad after taste) +0.5(image conveyed) +0.6(lifestyle) +0 (feel good)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

DISCRIMINAT ANALYSIS

 

This discriminant analysis was made with two groups and the Likert items taken from Grey Goose vodka, the two groups were up-movers and down-movers from the pre-post test. I used as a dependent variable the groups and as independent variables the Likert items. Due to a big difference on up-movers and down-movers, the non-movers group was added to the down-movers group.

 

 

 

 

 

 

 

 

 

 

 

 

 

ANOVA MANOVA

 

The purpose of the two-way factorial analysis of variance (ANOVA) and multivariate analysis (MANOVA) is to see if there are any statistically significant relationships between pre to post ad exposure brand index scores, Level of education and the change score of constant sum scale (up, same, down). The two-way ANOVA test uses only one Likert item (Absolut is a good vodka) for the dependent variable. The MANOVA test uses all ten Likert items.

Descriptive Statistics

 

Anova Table

 

 

Monova

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

FACTOR ANALYSIS

 

A factor analysis was performed for each vodka brand to place related brand attributes into independent groups, also known as factors, for the calculation of a brand attitude score. The 10 Likert items were used as variables. Than a paired t-test was performed to find potential statistical significance for the differences of means between brand attitude scores.

 

 

 

GREY GOOSE Vodka

 

 

 

For Grey Goose brand can be said that 61.5% of the variance can be explained by two factors, which were the only ones that have the Eigen value greater than one. And only those items greater than 0.5 on the varimax rotated matrix were used in computing the attitude score for Grey Goose.

 

ABSOLUT Vodka

 

 

For Absolut brand can be said that 68.3% of the variance can be explained by two factors, which were the only ones that have the Eigen value greater than one. And only those items greater than 0.5 on the varimax rotated matrix were used in computing the attitude score for Absolut.

 

SKYY Vodka

 

 

 

For Skyy vodka brand can be said that 67.6% of the variance can be explained by two factors, which were the only ones that have the Eigen value greater than one. And only those items greater than 0.5 on the varimax rotated matrix were used in computing the attitude score for Skyy vodka.

 

 

Attitude Statistics

 

 

Absolut had the most favorably attitude score 3.3, meaning that Absolut is the vodka brand liked the most. Coming in second place is Grey Goose with a 3.1 and thirdly Skyy with 2.9.

 

Paired T-test

 

(*p≤.15)

 

The t-test showed significance in two pairs, Grey Goose-Skyy and Absolut-Skyy, meaning that in 85 or more samples out of 100 taken from the same population as these 60, we are able to expect to find a difference between mean of attitude scores of about the same. However difference between mean cannot be projected for Grey Goose and Absolut.