Case Study - Data Analysis
Sandarsen inc was testing new packaging and a few recipe for a family desert cookie that had been on the market for several years. It was common practice for the company to routinely test new recipes and new packaging for the products in its line with the hope of being able to improve consumer acceptance and increase sales.
The current test involved a new recipe that company bakers believed would improve the taste and texture of the cookie. Also being tested were two new packages that were noticeable different from one another and from the packaging presently used for the cookie.
The test was carried out in Philadelphia a city in which the company marketed its products. In the test the company used a controlled mail panel representative of the area population. A very large sample was randomly selected from the controlled mail panel and was then screened to identify households that included two or more children in the 5-17 age range and that reported being moderate or heavy consumers of cookies and deserts. The screening identified more than 600 such households where the households where the household head also agreed to participate in the sandarsen study.
Subsample1:Present cookie recipe resent package
Subsample2:Present cookie recipe resent package A:
Subsample3:Present cookie recipe resent package B:
Subsample4:Present cookie recipe resent package
Subsample5:Present cookie recipe resent package A:
Subsample6: Present cookie recipe resent package B:
All household were told they would be participating in a taste test of a new recipes of one of the cookies the company had been marketing for served years. The household were asked to have all members of the family try the cookies and eat them in the same manner as they would any other cookie in the hose. Follow up interviews were consducted with the 600 households approximately three to four weeks after the cookies had been received. Along with other questions the households were asked to indicate their intentions to buy cookie they had been taste testing if it were available in their local stores. The findings from this intentions to buy inquiry are shown in table (a) for the present recipes cookies and in table (b) for the proposed new cookie recipe.
a.What methods (s) should be used to analyze the data in tables (a) and (b) ?
b.Explain why it is they are the best method to use on these data.
c.Perform the analysis and describe the conclusions you reached.
d.Explain how the analysis would be useful to the company.