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	Consumer Preference Analysis: Soap ADV 380J v Structure of Questionnaire v Design After a brief introduction about the purpose of the survey, the questionnaire is divided into four main sections. Section 1: Purchase Intention of Pre-Post Constant Sum-Score The first section is used to determine whether respondents' purchase intention would change on a pre-post advertisement constant sum-score. To allow respondents to become familiar with the way this section was organized and to determine "top of mind" awareness in this product category, the first three questions were open text questions where respondents were asked to write in one brand of body wash, one brand of facial cleanser, and one brand of soap they purchased last. Next, respondents divided 10 points among three brands of body wash, three brands of facial cleanser, and three brands of soap in relation to how likely they were to purchase each brand of body wash, facial cleanser, and soap. The points had to be divided by whole points. They were then shown three print advertisements, one each for Dove, Olay, and Zest. The three advertisements were from Shape magazine. Afterwards, respondents were asked to again divide 10 points among the three brands of soap based upon how likely they were to purchase the product. The fourth part of this section consisted of four questions, three that were optional. The first one asked whether respondents felt differently about at least one of the brands after viewing the ads. If yes, they completed the next three questions (which ad made them feel the most different, whether it was a favorable or unfavorable change in opinion, and an open text answer about why they felt differently). If the respondent indicated they did not feel differently, they went onto the next section. Section 2: Brand Attributes on a Likert Scale The second section asks respondents to respond to 10 statements on attributes for each brand to measure each person's attitude toward the brand. Respondents indicate how strongly they agree or disagree with each statement on a five-point Likert scale. Each scale point was given a numeric value, with a value of five given to "strong agree" and one to "strongly disagree" on positively worded attributes, and one to "strongly agree" and five to "strongly disagree" for negatively worded attributes. These scores were later used in the analysis of the data. Section 3: Brand Impressions Based on Print Ad Exposure The third section deals with how respondents felt about each brand after viewing the print advertisements. The first set of questions were asked to gain impressions about each brand's ad. Respondents were presented with 10 different impressions (confusing, easy to understand, important, memorable, hard to believe, boring, different, informative, ordinary, and getting attention) and checked next to each of the brands if the respondents felt the impression applied to that brand's advertisement. The second set of questions were ten different statements about the effectiveness of each brand of soap, and respondents decided "yes" or "no" if they felt the statement applied to a brand's ad. Section 4: Demographic Information The respondents' demographic information was collected in the final section. The questions included gender, age, income, and the frequency they purchase soap. The purpose of this section is to explain if any demographic information is related to how the respondents react to the ad. All the responses were provided anonymously and were assured to the respondent at the beginning of the questionnaire in order to protect the respondents' privacy. Back to the Top Respondents were asked to complete the questionnaire electronically. The data would be then sent to a database where it was collected. The program Cold Fusion was used to submit the data once the survey was completed. Microsoft Access was used to transfer the survey results to an electronic database. Finally, SPSS was used to calculate statistics and recode data. v Sampling v Online Data Collection v Structure of Questionnaire v Design This research is based on a survey designed specifically to collect initial and post advertising exposure brand opinions. By subtracting pre-exposure purchase intention from post-exposure purchase intention, the constant sum scale is intended to measure the effects of advertising. In this survey, there was no control group. Every ad was seen in the same order by each participant. Back to the Top v Sampling Due to time and budget constraints, this study used a non-random (convenience) sampling. People who were considered as samples were asked to complete the survey online. An email was sent to the "target audience" to request participation for this study. It was decided that a sample size of at least 60 would be decent enough for statistical analysis of this study. This sample size was considered to allow enough representation, so that if statistical significance is found, projection can be made in 85 or more samples of the 100 samples within the same population as these 60 were drawn that we would find results of the same magnitude. Out of 78 questionnaires returned, 60 were used for this study. v Online Data Collection Back to the Top

After a brief introduction about the purpose of the survey, the questionnaire is divided into four main sections.

Section 1: Purchase Intention of Pre-Post Constant Sum-Score
The first section is used to determine whether respondents' purchase intention would change on a pre-post advertisement constant sum-score. To allow respondents to become familiar with the way this section was organized and to determine "top of mind" awareness in this product category, the first three questions were open text questions where respondents were asked to write in one brand of body wash, one brand of facial cleanser, and one brand of soap they purchased last. Next, respondents divided 10 points among three brands of body wash, three brands of facial cleanser, and three brands of soap in relation to how likely they were to purchase each brand of body wash, facial cleanser, and soap. The points had to be divided by whole points. They were then shown three print advertisements, one each for Dove, Olay, and Zest. The three advertisements were from Shape magazine.

Afterwards, respondents were asked to again divide 10 points among the three brands of soap based upon how likely they were to purchase the product. The fourth part of this section consisted of four questions, three that were optional. The first one asked whether respondents felt differently about at least one of the brands after viewing the ads. If yes, they completed the next three questions (which ad made them feel the most different, whether it was a favorable or unfavorable change in opinion, and an open text answer about why they felt differently). If the respondent indicated they did not feel differently, they went onto the next section.

Section 2: Brand Attributes on a Likert Scale
The second section asks respondents to respond to 10 statements on attributes for each brand to measure each person's attitude toward the brand. Respondents indicate how strongly they agree or disagree with each statement on a five-point Likert scale. Each scale point was given a numeric value, with a value of five given to "strong agree" and one to "strongly disagree" on positively worded attributes, and one to "strongly agree" and five to "strongly disagree" for negatively worded attributes. These scores were later used in the analysis of the data.

Section 3: Brand Impressions Based on Print Ad Exposure
The third section deals with how respondents felt about each brand after viewing the print advertisements. The first set of questions were asked to gain impressions about each brand's ad. Respondents were presented with 10 different impressions (confusing, easy to understand, important, memorable, hard to believe, boring, different, informative, ordinary, and getting attention) and checked next to each of the brands if the respondents felt the impression applied to that brand's advertisement. The second set of questions were ten different statements about the effectiveness of each brand of soap, and respondents decided "yes" or "no" if they felt the statement applied to a brand's ad.

Section 4: Demographic Information
The respondents' demographic information was collected in the final section. The questions included gender, age, income, and the frequency they purchase soap. The purpose of this section is to explain if any demographic information is related to how the respondents react to the ad. All the responses were provided anonymously and were assured to the respondent at the beginning of the questionnaire in order to protect the respondents' privacy.