Conclusions
Below you will find systematic interpretations of the statistical analyses conducted. Please click on the links below in order to view the final conclusions for each of the analyses performed.
Correlated t-Test
This Brand Index Score suggested that the 83 respondents had a more favorable perception of and brand preference for Orbit than Winterfresh or Big Red. Big Red was the least liked chewing gum with a mean Brand Index Score of 31.9, while Winterfresh falls in the middle of the two. Because Big Red was rated below both Winterfresh and Orbit, this finding could be a sign of possible problems in the perception of the Big Red brand when compared to the higher ratings of Winterfresh and Orbit. Though there is a slight difference between the Brand Index Score means, all three were relatively close, indicating that there was not a great difference in preference, though many favored one brand over the others.
Between Groups t-Tests
According to the numbers, the up-movers had a more favorable opinion of the Winterfresh brand and advertisement than the down-movers. The results could be projected to the population and also illustrated that more respondents moved up than down after viewing the Winterfresh advertisement, although the two differed by a minute amount. It can be said that the print ad was liked by a majority of the respondents, and that the advertisement was more of a success than a failure.
Chi-Squared Significance Test
The percentages calculated were not surprising. From the sample of 83 respondents, more respondents with above-median brand perceptions (43.2%) had improved brand perceptions after ad exposure than respondents with below-median brand perceptions (26.1%). 40.5% of the individuals questioned stayed the same, which was a rather typical outcome. 1/3 of the individuals questioned did not move either up or down, showing that there perceptions were not altered negatively or positively after seeing the advertisement for Winterfresh. It is interesting to point out that of the people who stayed the “same”, 57.1% were below the Brand Index Score median, illustrating that this group had a mediocre opinion of the Winterfresh brand before viewing the print ad, yet there perception of the brand stayed the same after looking at the advertisement.
Frequencies
Looking at simple frequency for how many people moved up, down, or stayed the same on the pre to post ad exposure measure, it was apparent that Winterfresh had the most individuals favor the brand more (33.7%) after viewing the magazine advertisement. Big Red had the largest amount of respondent attitudes stay the same (57.8%), which is not necessarily a negative outcome, but does illustrate that there is room for creative improvement. Orbit had the largest amount of individuals move down pre to post advertisement screening. This could be explained by respondents having a very high perception of the Orbit brand before viewing the print ad, that after examining all three ads, some respondents wanted to distribute a few points amongst other brands (possibly Winterfresh).
Frequency Count
The Frequency Table showed that 34 people had a higher opinion of the Winterfresh brand than the Big Red brand, with these 34 people representing 41% of the sample. This output stated that out of 83 total respondents, 41.0% of the sample rated Winterfresh higher than Big Red, believing that Winterfresh is a better brand compared to the competitor. The data also illustrated that 49 individuals (59% of the sample) believed that Winterfresh was either a lower or an equivalent brand to Big Red.
Simple Correlation Coefficient
This correlation coefficient tells us that there is really no relationship between how people view the Winterfresh print ad and how they view the Big Red advertisement. If a respondent examines one ad and then looks at the other, they do not judge the later based on their opinion of the first ad observed.
Female Sub-Sample Frequency
In the table above, the respondents questioned were female, and were asked if they considered any of the three different either “lame” or “not lame.” It is shown here that out of all three brands, Big Red’s advertisement (38.8% of the sample) was considered more lame than the other two rival brands. Orbit’s print ad was believed to be the least lame out of all three brands; with 71.4% deeming the ad “not lame”, while 28.6% thought it was “lame.”
Though I did not find these results surprising, I did find this question and data output interesting. It is clear that many females disliked the new Big Red gum pack ad because the gum parodied a pack of cigarettes. Many might find this distasteful in an age where cigarette smoke and its harmful effects are frowned upon. Though this ad may offend some, I believe that those who are insulted by the print ad are the individuals that Big Red does not covet as customers.
Regression Analysis
It can be concluded that there was not a strong or moderate connection between how respondents liked any of the chewing gum brands, and how they viewed the ads for each brand. Some of the brand characteristic responses seem counterintuitive, such as "the more respondents thought that Winterfresh was a flavorful chewing gum, the less they liked the ad. "
One issue to address is the fact that the brand characteristics questioned were not very significant and telling of the brand, and that other traits could have been asked in order to obtain data that was more significant and conclusive of the relationship between each gum’s brand characteristics and how respondents favored each brand’s advertisement.
Discriminant Analysis
The discriminant analysis output was not helpful in illustrating the psychographic differences between the up-movers and the down-movers and their certain perception of the advertised brand. It appears that the ten Likert items do not discriminant between the up and down-movers at a high level. Knowing respondents’ attitudes towards Big Red, we are not able to project if they actually liked the ad. It can not be predicted that favorable opinions toward the Big Red brand would translate into favorable feelings toward the brand’s print ad.
ANOVA/MANOVA
Looking at the results of the
two-way factorial analysis of variance (ANOVA),
there was little difference between the mean scores on the “package is appealing” brand characteristic and those that are male and those that are female. There was a diminutive difference between the male and female down-movers with the males having a mean score of 3.1, whereas the females appeared to have found the package slightly more attractive, with an average score of 3.5. The group that found Winterfresh’s packaging most appealing were male up-movers (positive pre to post ad exposure change scores), with an overall average mean of 3.6. The group that was least impressed by the chewing gum’s packaging were male down-movers, with a mean score of 3.1.
It is interesting to note that all the female means, whether they were up-movers, down-movers, or stayed the same, to a great extent, did not diverge from each other. It can be said that all individuals, whether male or female found the packaging to be relatively good-looking. Overall, the results signified that gender does not essentially make a difference in how one sex views an aesthetically pleasing package. It does not make a difference if you are male or female and if you liked or disliked the brand’s packaging.
For MANOVA, all ten brand characteristic questions were used, while the independent variables were the same employed in the analysis of variance.
There was little to moderate difference between the mean scores of all the brand characteristics and those that are male and female and whether they moved up, down, or stayed the same after ad exposure.
It was concluded that there was no major effect or relationship between how the respondents rated the ten Likert items about the brand, their gender, and their like or dislike of the brand’s ad.
Factor Analysis
The Factor Analysis revealed those Likert items that were evaluative in nature and related to the most unambiguous Likert item of each group: the "good" item. These items were then taken to compute an attitude score for each of the three chewing gum brands.
According to the Attitude Scale, Orbit had a slightly higher mean attitude score compared to Winterfresh and Big Red. These results illustrate that respondents liked the Orbit brand best, but it is difficult to say if they really prefer one brand over the other.
When comparing all three of the paired brands, Winterfresh and Big Red, Big Red and Orbit, and Winterfresh and Orbit, each were viewed about the same because all are statistically significant. It was concluded that all three of the comparisons could be projected onto the population as a whole.