Questionnaire

The first page of the questionnaire is an introduction to the participant which lets them know who created the survey, why it was put together, and assures the participant that all of their responses are strictly confidential and for educational purposes only.

The questionnaire consists of three main sections. The first section is made up of questions that determine the pre to post exposure change scores by measuring the respondents brand favorability. The respondents were first asked to divide 10 points between each brand of body lotion according to how likely they would be to purchase each brand. After their initial brand preference had been determined the respondents were asked to view an advertisement for each brand of body lotion. After exposure to each of the print ads, the respondents were asked to indicate their purchase intentions for each brand by again dividing 10 points between the brands.

In the second section of the questionnaire the respondents were asked to indicate how strongly they agreed or disagreed with 10 different statements by answering ten Likert items related to brand attributes. The answers to each Likert item was used to determine respondents’ attitude towards each brand of body lotion. An example of a Likert item is “Johnson's is a good brand of body lotion ”. The respondent was then asked to choose between 1 of 5 choices: strongly agree, agree, neither agree or disagree, disagree, or strongly disagree.

The third main section was divided into two parts. The first group of questions gives 10 descriptive words used to describe the advertisements. The respondent was asked to check the box if they felt the word described the advertisement shown for each brand. The second group of questions consisted of 10 questions used to describe the ad itself, such as, “I would easily forget this ad”. Respondents were asked to check “yes” or “no” for each of the 10 statements for each brand of body lotion.

The final section asked respondents basic demographic information such as gender, age, and educational background. The demographic information was used to determine if any of these factors related to how a respondent reacted to a certain advertisement.

Design

The copy testing to determine consumer brand preference was done through a survey. There was no control group. Changes in respondents opinion of each brand pre ad-exposure and post ad-exposure were measured and then compared. These measurements were called their ad change score. Respondents whose opinion did not change pre to post ad-exposure were labeled same. Those who increased their favorability pre to post ad exposure were called up-movers and those whose score decreased were called down-movers.

Sampling

This study’s sample is considered non-random as it was conducted for educational purposes. It was decided that a sample size of at least 60 would be needed to perform statistical analysis.

A group was created on facebook and acquaintences were invited to join and fill out the survey. A link to the survey was included in the group's main-page and people were requested to invite more friends to join.

A total of 85 respondents attempted to complete the survey. Of those, 61 surveys were correctly completed. Thus, the sample size for this study is 61.

Data Collection

All of the data for this study was collected electronically during a 2 week period. Participants received the questionnaire by clicking a link contained on Facebook. When the respondents clicked submit the information was sent to a Microsoft Access Database file. The questionnaire was connected to the database file through a Cold Fusion File. The data was then transferred from the database file into a statistical analysis program called SPSS. 61 participates completed the survey correctly, therefore the sample size for this survey was 61.