Structure of Survey

Design

Sample

Data Collection

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Survey Structure

This survey was developed for t the purpose of analyzing consumer preferences for the following vodka brands Absolut, Grey Goos and Skyy.

Title Page appears when a respondent clicks on the questionnaire's link. The title page is designed to motivate participants to take the survey and specifically states that all responses will be held strictly confidential.

Section One: Top of Mind Awareness and Pre-Ad Exposure Rating

Section Two: Print Ad Viewing and Post-Ad Exposure Rating

Section Three: Post-Ad Exposure Differences

Section Four To Six: Brand Impressions

Section Seven: Print Ad Evaluation - Impressions

Section Eight: Print Ad Evaluation - Effectiveness

Section Nine: Demographic/Lifestyle Information

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Design

This study is a pseudo-experiment. There's nocontrol group, instead a comparison is made between before and after advertising exposure using the same sample of 60. By subtracting pre-ad exposure from post-ad exposure the change score was calculated. Movement on the constant-sum scale was used to discern differences in brand preferences. The respondents either moved up, down, or stayed the same from pre/post ad exposure.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Sampling

For this assignment, a non-random convenience sample was utilized due to time. A sample of 60 individuals was found to be a sufficient sample size to confidently conduct certain probability techniques and statistical tests. This sample size also allows for enough representation so that if statistical significance is found, the results can be projected to the entire population. The survey was sent via internet to relatives, friends and acquaintances.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Data Collection

All the data was collected in a period of two weeks. Seventy two individuals attempted to complete the questionnaire. Twelve participants did not fill out the survey correctly, so only 60 respondents were statistically studied. After respondents submitted, their answers were stored in an Access database, linked via a ColdFusion file. The data received was exported into a SPSS file, in order to perform various statistical analyses.