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A study of relationship between service advertising strategies and consumers responses within hospitality industry - Dissertation Example

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Chapter 4 Results and Discussion Introduction The current chapter presents the statistical results which have been garnered from the 146 respondents who answered the survey. The first part of the chapter discusses the differences across all the 15 criteria or statements which were used to evaluate the advertisements presented to the respondents…
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A study of relationship between service advertising strategies and consumers responses within hospitality industry
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Download file to see previous pages Results The following mean ranges have been used for the substantive interpretations of the means: 1.00-1.49 – strongly disagree; 1.50-2.49 – slightly disagree; 2.50 – 3.49 – neutral; 3.50-4.49 – slightly agree; and 4.50 – 5.00 – strongly agree. Table 1a. Descriptive statistics: The advertisement caught my attention. Mean Std. Deviation Advert 1 3.94 0.80 Advert 2 3.76 0.86 Advert 3 4.17 0.66 Total 3.96 0.79 On the capacity of the advertisement to catch their attention, the means for all three advertisements all suggest agreement. Table 1b. One-way ANOVA: The advertisement caught my attention. Sum of Squares df Mean Square F Sig. Between Groups 12.40 2.00 6.20 10.30 0.00 Within Groups 261.77 435.00 0.60     Total 274.18 437.00       The one-way ANOVA suggests that there is a significant difference among the three advertisements’ ratings on attention getting capacity (F=10.30, p=.00). The post hoc tests in Table A1 (Appendix A) indicates that Ad 3 received significantly higher means than the other two advertisements. Ad 1 is likewise more effective than Ad 2 on this aspect. Table 2a. Descriptive statistics: The advertisement elicited my interest in the hotel being advertised. Mean Std. Deviation Advert 1 3.84 0.63 Advert 2 3.79 0.72 Advert 3 3.99 0.58 On the capability of the advertisement to elicit interest in the hotel, all means suggest agreement by the respondents. Table 2b. One-way ANOVA: The advertisement elicited my interest in the hotel being advertised Sum of Squares df Mean Square F Sig. Between Groups 3.31 2.00 1.65 3.98 0.02 Within Groups 180.79 435.00 0.42     Total 184.09 437.00       On the capability of the advertisement to elicit interest in the hotel being advertised, the F-value indicates that there is indeed a significant difference among the ratings given to the 3 advertisements (F=3.98, p=.02). Table A2 (Appendix A) indicates that Ad 3 garnered significantly higher ratings than the other two advertisements on this facet. Table 3a. Descriptive statistics: I felt the conviction that what is shown in this advertisement must be true, and developed a positive disposition on my part. Mean Std. Deviation Advert 1 3.33 0.82 Advert 2 4.10 0.78 Advert 3 4.26 0.62 On the conviction that what is shown in this advertisement must be true and developing a positive disposition on the respondents, Ad 2 and 3 garnered agreement. However, Ad 1 received a neutral rating. Table 3b. One-way ANOVA: I felt the conviction that what is shown in this advertisement must be true, and developed a positive disposition on my part. Sum of Squares df Mean Square F Sig. Between Groups 72.18 2.00 36.09 64.61 0.00 Within Groups 242.99 435.00 0.56     Total 315.17 437.00       The one-way ANOVA for statement 3 suggests that there are significant differences yielded for the ratings given to the 3 groups (F=64.61, p=.00). The results in Table A3 (Appendix A) indicates that Ad 3 got higher ratings than the other two ads on this facet, whereas Ad 2 received a higher rating compared to Ad 1. Table 4a. Descriptive statistics: I would like to know more information about this hotel by looking it up in the telephone directory and calling this hote ...Download file to see next pagesRead More
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