DATA ANALYSIS LIQUOR BRAND LOYALTY BY: LAURA GILLIGAN
UNIVARIATE DESCRIPTIVE ANALYSIS How old are you?
What is your gender?
What is your Ethnicity?
N
Valid
75
75
75
Missing
10
10
10
2.52
1.87
1.17
Mean Median
2.00
2.00
1.00
Mode
2
2
1
Std. Deviation
1.178
.342
.876
Research Question:
What are the demographics, specifically age, gender, and ethnicity, of the participants of this survey? Write-up:
The data show that 67.1 percent of the sample are people aged 18-24 years old. The data also show that 76.5 percent of the sample are women. Along with age and gender, the data show that 84.7 percent of the sample is white. Insights:
The majority of the participants of my survey are white women aged 18-24 years old. I sent out the survey to my friends and family. The majority of my friends are in this demographic, which makes sense as to why the participants’ demographics is skewed this way.
Frequency
Percent
Valid 18-24
57
67.1
25-34
11
12.9
55-4
7
8.2
Total
75
88.2
Missing System
10
11.8
Total
85
100.0
How old are you?
What is your gender? Frequency
Percent
Valid Male
10
11.8
Female
65
76.5
Total
75
88.2
Missing System
10
11.8
Total
85
100.0
What’s your ethnicity? Frequency
Percent
Valid White 72
84.7
Asian
1
1.2
Other
2
2.4
Total
75
88.2
Missing System
10
11.8
Total
85
100.0
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CROSS TABULATION ANALYSIS How old are you?
How often do you drink hard liquor?
Never Monthly or less 2-4 times a month 2-4 times a week 5 or more times a week
18-24 years old
25-34 years old
55-64 years old
Total
Count
1
1
0
2
% of Column
2.0%
9.1%
0.0%
2.9%
Count
14
4
3
21
% of Column
27.5%
36.4%
50.0%
30.9%
Count
22
4
1
27
% of Column
43.1%
36.4%
16.7%
39.7%
Count
13
2
2
17
% of Column
25.5%
18.2%
33.3%
25.0%
Count
1
0
0
1
% of Column
2.0%
0.0%
0.0%
1.5%
Count
51
11
6
68
% of Column
100.0%
100.0%
100.0%
100.0%
Research Question:
How does age relate to the frequency of liquor consumption? Write-up:
The data show that a higher frequency of alcohol consumption is more prevalent in the 18-24 year-old age group. There are higher
percentages in that age group consuming liquor 2-4 times a month and 2-4 times a week than older age groups and the total. Insights:
Survey participants in the 18-24 year-old age group consume alcohol more frequently than older age groups. This could be due to the
difference of culture between younger people and older people. Younger people could be at college where it is more socially acceptable to drink more often. Younger people generally have less obligations, so there is less responsibility risk drinking more often. Whereas an older demographic could have a family to take care of or a second job where it is harder to justify drinking liquor more often. These results are
interesting for brands in regard to advertising. Brands should advertise to a younger audience since they consume liquor more frequently.
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t-TEST ANALYSIS Group Statistics
Gender
Mean
How likely are you to switch brands if another brand was offering limited-edition bottles/packaging?
Male
3.75
Female
2.80
t
Sig. (2-tailed)
Equal variances assumed
1.172
.247
Equal variances not assumed
1.114
Independent Samples Test
How likely are you to switch brands if another brand was offering limited-edition bottles/packaging?
Research Question:
Are men or women more likely to switch brands if another brand was offering limited-edition bottles/packaging? Write-up:
Women’s mean brand loyalty score (M=2.80) was lower than men’s (3.75). These results are not significantly significant (t=1.172 and t=1.114). Insights:
These results mean that males are more likely to switch to a different brand if that brand offers limited-edition packaging. This information is
interesting, but not that significant due to the fact that this survey only had six male participants. Those six male participants do not accurately represent the entirety of the population.
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CORRELATION ANALYSIS How often do you purchase hard liquor? How often do you drink hard liquor?
Pearson Correlation
-.654**
Sig. (2-tailed)
.000
N
78
**. Correlation is significant at the 0.01 level (2-tailed).
Research Question:
What is the correlation between how often participants consume hard liquor and purchase hard liquor? Write-up: The frequency of consuming hard liquor has a mid to strong negative correlation with the frequency of purchasing hard liquor
(r=-.0654). These results are statistically significant at the .000 level. This means that we would expect these results higher than 99.9 percent of the time.
Insights: These two variables are related. The more people drink, the less they go to the liquor store. This could mean each person who drinks more, buys more at the liquor store each time he or she goes. People who drink more liquor, also can buy bigger bottles and more bottles to take less trips to the liquor store.
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CONCLUSION This statistical analysis was interesting to conduct. I am glad that I was able to learn a few functions of SPSS through this assignment. Knowing
how to use SPSS, even just a few functions already, will be extremely helpful for me interviewing and while I’m in the work force. I find it always
interesting to learn new software, even if it is more difficult, at first, to learn it. The in-class labs for SPSS helped me grasp a better understanding of what SPSS is and why we use it.
I thought it was interesting using the data from my survey I conducted. I knew the survey questions and I knew and understood the research questions from the survey. This helped figuring out what variables to use in the different analyses and helped in the creation of each of the
research questions for the analyses. Using my survey was also more interesting to me. I conducted my survey somewhat off of a paper I wrote in my Psychology of Advertising class this May. Going off of this paper made the statistical analysis more interesting to me.
I enjoyed using statistics and numbers to generate insights. I learned that it is important to figure out what variables are important and relate to
each other to conduct different analyses. Once you figure out what variables correlate with each other, you could get an interesting result from a correlation analysis and figure out insights from there.
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APPENDIX A:
UNIVARIATE DESCRIPTIVE ANALYSIS RAW RESULTS
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APPENDIX B:
CROSS TABULATION ANALYSIS RAW RESULTS
8
APPENDIX C:
t-TEST ANALYSIS RAW RESULTS
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APPENDIX D:
CORRELATION ANALYSIS RAW RESULTS
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