BrandAwarenessSurveyAnalysis.pdf

BRAND AWARENESS - MICHIGAN FOOTBALL University of Michigan Department of Statistics Juan Diego Astudillo Jiani Liang Zhenyu Jia Table of Contents SECTION 1: SURVEY OVERVIEW SECTION 2: SURVEY SUMMARY SECTION 3: HOW THE SURVEY WAS CONDUCTED SECTION 4: DESCRIPTION OF SAMPLE SECTION 5: EXPLORATORY ANALYSIS SECTION 6: STATISTICAL MODELING SECTION 7: A NOTE ON SURVEY DESIGN SECTION 8: INTERPRETATION OF RESULTS SECTION 1: SURVEY OVERVIEW This report summarizes the results from the IMG Survey. It is intended as a summary of the answers to the questions in which our client - Michigan Sports Marketing - is interested. Our analysis will help the client understand the brand awareness of each sponsors and how to improve the likelihood of people recognizing a brand. We will also comment on the improvement of survey design and one possible way to improve advertising. Our two primary questions are: 1. What is the brand awareness1 for each sponsors of Michigan Football? 2. How aware are consumers of the companies that sponsor Michigan Football? We measure the first question by estimating the proportion of people in the area that will recognize the brand. We measure the second question by counting the number of correct recognition for each individual. SECTION 2: SURVEY SUMMARY The survey has nine questions in total and these questions can be grouped into three parts. The first part collected information on respondents residency, season ticket status, and frequency in home game attendance. The second part requires the participants to check all the sponsors they can recognize. The third part asks about their radio station preference and enthusiasm for recognition of military veterans at sporting events. The second part has four questions and each question has a number of companies of a specific industry for participants to select. Th