The three brands of vodka used in this research are Absolut, Grey Goose and Skyy. Three print ads were taken from different magazines. An online questionnaire was created and sent via email to an unknown number of potential respondents. Sixty surveys were returned completed. The data was imported into SPSS and different statistical analyses were run including regression, discriminant and factor analysis.

The purpose of this research is to examine brand preferences and advertising effectiveness. The questionnaire results determine pre/post exposure preferences. The results will be analyzed for statistical significance as a way to determine if the research results can be projected to the entire population.

The following sections will describe the research methodology, questionnaire structure and design, the population sample and data collection. An analysis of the different statistical tests done, conclusions drawn from the tests and a summary of the findings. Also included are two appendices.