Marketing Research

1. COPY TEST
M A R K E T I N G R E S E A R C H
B A S E D O N S U R V E Y R E S U L T S
M A R K E T I N G W I T H PA O L A

2. RESEARCH QUESTION & OBJECTIVE
Research Question:
Which ad is more effective at persuading the
viewer to learn more information about Royal
Caribbean by visiting their website?
Experiment Objective
• Conduct a survey among people to determine
which print advertising is most appealing to
consumers, with the purpose of discovering
which ad will get the consumers interested in
learning about Royal Caribbean.
• This will be measured by learning the likelihood
of the respondents in visiting the website after
viewing either ad.

3. RESPONDENT PROFILE

4. KEY INSIGHTS
KEY INSIGHT: By comparing both Ad 1 and Ad 2, the ads are understandable to the audience.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Stronngly
Agree
Somewhat
Agree
Neither Somewhat
Disagree
Strongly
Disagree
“This ad’s message is
understandable.”
Ad 1 Ad 2

5. KEY INSIGHTS
KEY INSIGHT: By comparing both Ad 1 and Ad 2, the ads are relevant to the audience.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Strongly
agree
Somewhat
Agree
Neither Somewhat
Disagree
Strongly
disagree
“This ad’s message is relevant to
me.”
Ad 1 Ad 2

6. KEY INSIGHTS
KEY INSIGHT: By comparing both Ad 1 and Ad 2, the ads are believable to the audience.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Strongly
Agree
Somewhat
Agree
Neither Somewhat
Disagree
Strongly
Agree
“This ad’s benefits described are
believable to me.”
Ad 1 Ad 2

7. KEY INSIGHTS
KEY INSIGHT: By comparing both Ad 1 and Ad 2, the ads are equally preferred by the audience.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Strongly
Agree
Somewhat
Agree
Neither Somewhat
Agree
Strongly
Disagree
“This ad is much better than
other ads for products in this
product category.”
Ad 1 Ad 2

8. ADVANCED ANALYSIS RESULTS
• After conducting a T-TEST to determine if there was a significant difference in the likelihood to visit
the Royal Caribbean website based on which ad was seen by the respondents, we received below
results.
• P-value of 0.09.
ANALYSIS RESULTS:
Since this is greater than 0.05, we concluded that there is no statistically significant difference
between the two ads in the likelihood of the respondents visiting the Royal Caribbean website to learn
more.
AD 1
AD 2

9. RECOMMENDATIONS
• Either AD could be chosen to influence viewers to learn more information
about Royal Caribbean.
• We recommend choosing between the two ads based on other factors such
as cost and timeliness to issue.
AD 1
AD 2

10. THANK YOU,
BON VOYAGE!