Table of Contents

 

Title Page Executive Summary Introduction Methodology Analysis Basic Statistics Regression Analysis Discriminant Analysis ANOVA/MANOVA Factor Analysis Summary Conclusions Appendix A Appendix B

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Consumer Preferences: Chewing Gum

 

Appendix B: Consumer Preference Questionnaire

Below is an exact replica of the online questionnaire that was distributed to family, friends, and colleagues of the researcher. This is the exact survey that respondents viewed and completed for the final research project.

 

Welcome to my consumer brand preference questionnaire. For those who do not personally know me, my name is Leigh VanderHamm and I am working towards my Masters in Advertising at the University of Texas at Austin. I am also an individual who desperately needs your help.

This survey, which I have independently created, will have a rather large effect on my overall grade in this course, so if you could help out a poor, yet grateful college student I would truly be thankful.

This survey should take no more than 10 to 15 minutes, so take your time and answer all questions to the best of your ability. I assure you that all responses will be held strictly confidential, with the results being used for educational purposes only.

I sincerely appreciate your time and input. I can not thank you enough.

 

Please click here to begin.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1a. The last time you purchased a candy bar, which brand did you buy? (If you have never purchased a candy bar, please type in the name of any candy bar brand that you can recall.)

1b. The last time you purchased breath mints, which brand did you buy? (If you have never purchased breath mints, please type in the name of any breath mint brand that you can recall.)

1c. The last time you purchased chewing gum, which brand did you buy ? (If you have never purchased chewing gum, please type in the name of any chewing gum brand that you can recall.)

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2a. Below you will find three brands of candy bars. Please divide 10 points among these brands according to how likely you are to buy each brand. Please use only whole numbers such as 1,2 or 3. Do not use decimals or fractions, such as 1/2 or 1.5.

Snickers	0 1 2 3 4 5 6 7 8 9 10
Butterfinger	0 1 2 3 4 5 6 7 8 9 10
Kit Kat	0 1 2 3 4 5 6 7 8 9 10
Total	10

2b. Below you will find three brands of breath mints. Please divide 10 points among these brands according to how likely you are to buy each brand. Please use only whole numbers such as 1,2 or 3. Do not use decimals or fractions, such as 1/2 or 1.5.

Altoids	0 1 2 3 4 5 6 7 8 9 10
Certs	0 1 2 3 4 5 6 7 8 9 10
Mentos	0 1 2 3 4 5 6 7 8 9 10
Total	10

2c. Below you will find three brands of chewing gum. Please divide 10 points among these brands according to how likely you are to buy each brand. Please use only whole numbers such as 1,2 or 3. Do not use decimals or fractions, such as 1/2 or 1.5.

Winterfresh	0 1 2 3 4 5 6 7 8 9 10
Big Red	0 1 2 3 4 5 6 7 8 9 10
Orbit	0 1 2 3 4 5 6 7 8 9 10
Total	10

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Please review each of the following magazine advertisements for chewing gum. In order to properly conduct this activity, please take only a short time examining each ad (about 15 seconds).

Once you have finished looking at each, please continue with the questionnaire without looking back at the ads. It is unnecessary to remember the ads in detail.

 

Please click here to review the first ad.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

First Advertisement

The Text Reads:

Icy cool breath. Now poppin' up everywhere.

new pop'em out pieces

 

Please click here to review the next ad.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Second Advertisement

The Text Reads:

BIG RED is the taste of BOLD

 

Please click here to review the last ad.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Third Advertisement

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

3. You may have noticed characteristics of the brands in the ads that you were previously unaware of. Once again, please divide 10 points among the chewing gum brands according to how likely you are to buy each brand. Please use only whole numbers such as 1,2 or 3. Do not use decimals or fractions, such as 1/2 or 1.5.

Winterfresh	0 1 2 3 4 5 6 7 8 9 10
Big Red	0 1 2 3 4 5 6 7 8 9 10
Orbit	0 1 2 3 4 5 6 7 8 9 10
Total	10

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Please answer the following questions regarding your impression of each ad.

 

4a. Was there any one aspect of these ads that made you feel differently about any of the chewing gum brands?

Yes
No

 

 

**If you clicked "No", please skip questions 4b, 4c, and 4d. Please continue with the survey and click here to the next page for question # 5. **If you clicked "Yes", please answer the following questions.

 

4b. Which brand did you feel most differently about?

Winterfresh
Big Red
Orbit

4c. Did you feel more or less favorable toward it?

More Favorable
Less Favorable

4d. Briefly describe what was said that made you feel that way?

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

For the following questions, please indicate whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree. Please click the appropriate circle.

5a. Winterfresh is a flavorful chewing gum.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

5b. Winterfresh is an excellent brand of chewing gum.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

5c. Winterfresh has a long lasting flavor.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

5d. Winterfresh's flavor is too overwhelming.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

5e. Winterfresh keeps your breath fresh.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

5f. Winterfresh has an odd texture.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

5g. Winterfresh's packaging is appealing.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

5h. Winterfresh is too sugary.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

5i. Winterfresh gets hard after extensive chewing.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

5j. I prefer Winterfresh over other chewing gums.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

6a. Big Red is a flavorful chewing gum.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

6b. Big Red is an excellent brand of chewing gum.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

6c. Big Red has a long lasting flavor.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

6d. Big Red's flavor is too overwhelming.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

6e. Big Red keeps your breath fresh.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

6f. Big Red has an odd texture.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

6g. Big Red's packaging is appealing.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

6h. Big Red is too sugary.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

6i. Big Red gets hard after extensive chewing.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

6j. I prefer Big Red over other chewing gums.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

7a. Orbit is a flavorful chewing gum.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

7b. Orbit is an excellent brand of chewing gum.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

7c. Orbit has a long lasting flavor.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

7d. Orbit's flavor is too overwhelming.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

7e. Orbit keeps your breath fresh.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

7f. Orbit has an odd texture.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

7g. Orbit's packaging is appealing.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

7h. Orbit is too sugary.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

7i. Orbit gets hard after extensive chewing.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

7j. I prefer Orbit over other chewing gums.

Strongly Agree	Agree	Neither Agree nor Disagree	Disagree	Strongly Disagree

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Please think about what was said about the products in the ads and then check the boxes you feel are an accurate description of the advertised product. Please answer all questions to the best of your ability.

8. What was said about the products in the "Winterfresh", "Big Red", and "Orbit" ads were:

 

	Winterfresh	Big Red	Orbit
Easy to Understand
Striking
Boring
Memorable
Hard to Follow
Informative
Absurd
Unique
Appealing
Lame

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Please think about the overall impression you got from each ad and answer the following statements by clicking "Yes" or "No".

 

After seeing the ad for "Winterfresh" you think that:

9a. This ad would appeal to people of all ages.

Yes
No

 

 

9b. This ad was obnoxious.

Yes
No

 

 

9c. I found this ad to be different yet interesting.

Yes
No

 

 

9d. I would like to see more ads like this.

Yes
No

 

 

9e. I found this ad to be memorable.

Yes
No

 

 

9f. This ad was irrelevant to the product being advertised.

Yes
No

 

 

9g. This ad provided information that would influence me in my choice of gum.

Yes
No

 

 

9h. I would easily forget this ad.

Yes
No

 

 

9i. I learned something new about this chewing gum from this ad.

Yes
No

 

 

9j. This ad was offensive.

Yes
No

 

 

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

After seeing the ad for "Big Red " you think that:

10a. This ad would appeal to people of all ages.

Yes
No

 

 

10b. This ad was obnoxious.

Yes
No

 

 

10c. I found this ad to be different yet interesting.

Yes
No

 

 

10d. I would like to see more ads like this.

Yes
No

 

 

10e. I found this ad to be memorable.

Yes
No

 

 

10f. This ad was irrelevant to the product being advertised.

Yes
No

 

 

10g. This ad provided information that would influence me in my choice of gum.

Yes
No

 

 

10h. I would easily forget this ad.

Yes
No

 

 

10i. I learned something new about this chewing gum from this ad.

Yes
No

 

 

10j. This ad was offensive.

Yes
No

 

 

 

Please click here for the next page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

After seeing the ad for "Orbit" you think that:

11a. This ad would appeal to people of all ages.

Yes
No

 

 

11b. This ad was obnoxious.

Yes
No

 

 

11c. I found this ad to be different yet interesting.

Yes
No

 

 

11d. I would like to see more ads like this.

Yes
No

 

 

11e. I found this ad to be memorable.

Yes