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Quantitative Research

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by

Brittany Schiavone

on 27 November 2013

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Transcript of Quantitative Research

Quantitative Research
Research Question
How can we make flavored milk more attractive to consumers, assessing flavors, health concerns and packaging, in particular, mothers with children ?
Objectives
Previous Conclusions
Flavor is the top attribute that men and women look for in corresponding markets, specifically ice cream and frozen novelties.

Mothers are in search of a nutritious, convenient, and attractive product when buying milk for their family.

Children are open to exploring exciting new flavors with "fun" names and "cool" packaging.

Table of Contents
Research Question
Objectives
Previous Conclusions
Results based on:
Health Concerns
Packaging
Flavor
Conclusion
What type of packaging would appeal most to consumers when purchasing flavored milk?
What flavors will be most enticing to encourage consumers to purchase the product?
What are consumers specific health concerns pertaining to flavored milk?
Our Survey
By: Brittany Schiavone, Hoa Pham, Brittania Ganor & Kate Sullivan
The flavors were rated by respondents between 1 and 5 (1 being least willing & 5 being most willing to try)
Ho: All means are equal
Ha: At least one mean is different from the rest
We reject the null hypothesis
There is a significant difference between all 14 recommended flavors.
However this test does not show which two categories specifically are significant
44 Total Respondents
28 Questions- 64% F & 36% M
75% of the respondents were ages 19-25, with 18% being 36+
73% were Caucasian, 18% Asian, 5% Latino, and 4% African American/Other

Rate the following milk flavors on how willing you would be to try them
Recommended flavors from respondents
Rocky Road
Dark Chocolate
Coffee

Hazelnut
Popcorn

Apple Pie
Oreo
Chocolate
strawberry

banana
Fruit chocolate combinations
Factors when purchasing Ice Cream
Flavors
1- Cookies & Cream
2- Chocolate chip cookie dough
3- Strawberry banana
4- Mint chocolate chip
5- Banana
6- Caramel
7- Peanut Butter
8- Birthday cake
9- Pumpkin
10- Peach Cobbler
11- Cotton Candy
12- Pistachio
13- Root Beer
14- Thai Dragon Fruit
Flavors put in order based on the statistical means
Milk flavors cont'd: Post-Hoc Tukey Test
Factors were ranked 1 being most important to 7 being least important
Ho: μ1=μ2=μ3...
Ha: At least one mean is different from the rest
We reject the null hypothesis
1- Flavor
2- Price
3- Brand
4- Fun ingredients mixed in
5- Reduced calories
6- Organic
7- Reduced sugar content
Factors cont'd Post-Hoc Tukey test
Factors were rated from not concerned to most concerned
We accept the Null Hypothesis
They are no differences between populations
Health concerns when buying milk
1- Fat Intake
2- Sugar Content
3- Calories
4- Hormones/Antibotic Free
5- Non- GMO
How are regular milk & flavored milk categorized
Where do you shop most frequently for milk?
We reject H0 & Accept Ha
Each significance is greater than our confidence interval of .05 therefore we conclude that when each category was compared to another there was no statistical difference and the ratings are probably due to chance
Tukey's Test determines which groups exactly differ
Each significance is slightly greater than .05
There is no statistically sig. diff. between each of the two conditions being compared.
It is likely that the ratings of flavors are likely to be due by chance and not because of the manipulation to the IV
Added benefits to flavored milk
Added benefits to flavored milk cont'd
Which image of milk packaging most appeals to you?
Which size do you most prefer for a flavored milk product ?
In conclusion...
Bias
Quantitative Conclusions
As shown in our secondary research, flavor was the top attribute that men & women look for when purchasing ice cream/frozen novelties. We found this to be accurate as shown in our second Anova test- flavor was ranked as being the most important.
People are willing to purchase flavored milk with added benefits, in particular, they are looking for additional protein and nutrients found in vegetables which was concluded in our in-depth interviews during our qualitative research.
Our results were inconclusive when addressing health concerns when buying milk which is opposite of what our secondary and qualitative research concluded.
Convenient product packaging in both 1/2 gallon and individual serving sizes were favored, which was concluded in our last two reports as well.
Not only children are looking for an eye-appealing package, the glass bottles were highly rated upon the majority of survey participants ages 19-25
Flavored Milk
Cookies & Cream
Chocolate chip cookie dough
Strawberry

banana

Most recommended flavor:
Coffee

We not only showed that these were favorable but proved they are statistically significant
Thank you!

Any Questions?
45%
18%
36%
30%
57%
14%
Original Survey results skewed due to questions not randomized
In new survey respondents were previously exposed to questions
Small sample size
Demographics were not representative of the population
Ho:The two categories are independent
Ha: The two categories are dependent
Since it is greater, there is not association between the variables

Ho:The two categories are independent
Ha: The two categories are dependent
Since it is less than .05, there is an association between the variables
Ho:The two categories are independent
Ha: The two categories are dependent
Since it is greater, there is not association between the variables
Ho:The two categories are independent
Ha: The two categories are dependent
Since it is greater, there is not association between the variables
Ho: µ1 = µ2 =µ3 = µ4 = µ5
Ha: At least one mean is different from the rest
Full transcript