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Paired t-tests for Brand Index Score
Respondents preferred Dove the most with a mean Brand Index Score of 35.2, while Zest was least preferred (mean Brand Index Score: 29.3). All three paired t-tests are statistically significant at an alpha level of 0.15. The results show that in 85 or more out of every 100 samples drawn from the same population as this sample of 60 people.

Between groups t-test of DOVE
From t-test between the move-up group and the move-down group, more people will have a negative view of Dove after they see the print ad. This could be devastating for a brand, as it means that its advertisement is creating a negative brand image that could ultimately result in a lack of sales and brand equity.

Chi-squared significance test of DOVE
For respondents who moved up in pre-post testing, 4 were above the brand index score median, and 11 were below the brand index score median. For respondents who stayed the same during pre-post testing, 10 were above the median brand index score, and 6 were below. For respondents who moved down during pre-post testing, 10 were above the median brand index score and 9 were below. The Pearson Chi-Squared found a significant relationship between movement on pre-post testing and placement above or below the brand index score median. Therefore, we can conclude that in 85 or more samples out of every 100 samples drawn from the same population as this sample, we would expect to find the scores for Dove about the same as in this sample.

Frequency
Respondents recorded the least favorable pre-to-post exposure change scores after viewing the Zest ad. Dove showed more respondents’ change scores moving down than up. 23 respondents negatively adjusted their impression of Dove. Olay and Zest showed that most respondents remained the same after viewing the ad, but did have more up movers than down movers.

 

The comparison of Brand Index Score between DOVE and OLAY
Among the 60 respondents, 44 respondents (73.3%) recorded higher Dove Brand Index Score than Olay and 16 respondents (26.6%) recorded higher Olay Brand Index Score than Dove. According to the survey research, more respondents have a higher favorability towards the Dove than towards the Olay brand of soap.

 

The simple correlation coefficient between DOVE and OLAY Brand Index Scores
There is a relatively low negative correlation between Dove and Olay Brand Index Scores, which means that the brand index scores would move inversely to each other. People who like Dove would not like Olay and vice versa. The results are statistically significant at an alpha level of 0.15. In 85 or more of every 100 samples drawn from the same population as this sample of 60 respondents, the correlation between Brand Index Scores for Dove and Olay is inconclusive as to whether it would remain the same as that of this sample of 60 respondents.

 

Pre-Post Ad Exposure Change Score Frequencies: Women Sub Sample
Women preferred Dove the most with a mean Brand Index Score, but Dove showed women changing their attitudes negative outcomes after viewing the ad. While Olay had a significant number of female respondents have change in their favorability (41.7% up) after viewing the ad, and Zest showed more women not changing their attitudes toward the product. Therefore, we can conclude that the ad for Olay appealed to women, and the ad for Zest had the most influence preventing favorability diminish.

DOVE

Two factors were found to be significant and accounted for a total of 58.6% of Likert item variance for Dove. The item of "good brand" loaded on Factor I, and the other seven important Likert items that loaded on Factor I were "prefer", "not reliable", " pleasant scent", "makes my skin clean", "suitable for all skin types", "good ingredients", and "recommend".

OLAY

60.5% of Likert item variance for Dove can be explained by the first three factors. The item of "good brand" loaded on Factor I, and the other five important Likert items loading on Factor I were "prefer", " moisturizes", "suitable for all skin types", "good ingredients", and "recommend".

ZEST

Two factors were found to be significant and accounted for a total of 75.8% of Likert item variance for Zest. The item of "good brand" loaded on Factor I, and the other seven important Likert items that loaded on Factor I were "prefer", "moisturizes", "pleasant scent", "makes my skin clean", "suitable for all skin types", "good ingredients", and "recommend".

Paired t-test for Brand Attitude Score

The mean attitude score for Dove soap is higher than the scores for the Olay and Zest soap. Therefore, we can say that the respondents prefer Dove to Olay and Zest.

Based on the results from a paired t-test, we can expect that in 85 or more samples out of every 100 drawn from the same population as this sample of 60 people the differences between mean attitude scores for the pairs Dove-Olay, Zest, and Olay-Zest would be about the same as they are in this sample.

 

 

DOVE - The multiple regression analysis for Dove reveals a 19.1% coefficient of multiple determination. A coefficient of multiple determination of 19.1% is low, indicating there is little relationship between how respondents rated Dove brand attributes and the changes in score for the pre-post ad exposure. The Dove Likert items account for only 19.1 of the variance in the pre-post ad exposure change scores. The F-ratio of 1.16 is not statistically significant.The important attributes are: I prefer Dove over other soap brands, Dove is not a reliable brand, Dove has a pleasant scent, and Dove is suitable for all skin types.

OLAY - There is little relationship between how respondents rated Olay brand attributes and the changes in score for the pre-post ad exposure.The Olay Likert items account for only 17.3% of the variance in the pre-post ad exposure change scores. The F-ratio of 1.02 is not statistically significant. Two of the important brand attributes: I prefer Olay over other soap brands, Olay has better ingredients than other brands of soap, which means they best explain the variance in pre-post ad exposure change scores.

ZEST - Zest shows a coefficient of multiple determination (R- Squared) of 27.8%, showing a moderate relationship between brand and ad favorability. Standard error of the estimate is 1.5, signifying that respondents would normally be 1.5 units away from the regression line. The F-ratio of 1.89 is statistically significant. Interestingly, not a reliable brand was the only attribute to respondents. Unstandardized coefficients (b) suggest that the more respondents have brand credibility about Zest, the more they favor the ad.

v Discriminant Analysis (DOVE)

After comparing mean scores for each Likert item between two groups, it was found that the same-down movers held better perception toward Dove brand than up-movers. From the standardized discriminant coefficients, respondents considered the attributes that “Dove makes my skin clean” and “prefer Dove over other brands” important. The unstandardized discriminant coefficients suggest the relationship between the brand attributes and ad favorability as follows:
• The more the respondents considered Dove makes my skin clean, the less they liked the ad.
• The more the respondents preferred Dove over other brands, the more they liked the ad.

the Wilks’ Lambda and Chi-Squared were found to be significant in this analysis. Therefore, the results indicate that in 85 or more samples out of every 100 samples drawn from the same population as this sample, we would expect to find the same results.