Question

Jamie Drout is interested in perceptions of gender stereotypes within beauty product advertising, which includes soap, deodorant, shampoo, conditioner, lotion, perfume, cologne, makeup, chemical hair color, razors, skin care, feminine care, and salon services, as well as the perceived benefits of empowerment advertising. Gender stereotypes specifically use cultural perceptions of what constitutes an attractive, acceptable, and desirable man or woman, frequently exploiting specific gender roles, and are commonly employed in advertisements for beauty products. Women are represented as delicately feminine, strikingly beautiful, and physically flawless, occupying small amounts of physical space that generally exploit their sexuality; men are represented as strong and masculine, with chiseled physical bodies, occupying large amounts of physical space to maintain their masculinity and power. In contrast, empowerment advertising strategies negate gender stereotypes and visually communicate the unique differences in each individual. In empowerment advertising, men and women are to represent the diversity in beauty, body type, and levels of perceived femininity and masculinity. Jamie’s project is focused on understanding consumer perceptions of these advertising strategies. Jamie conducted a survey using the following questionnaire:

1. What is your gender?

Male

Female

2. What is your age?

3. What is the highest level of education you have completed?

Some High School Classes

High School Diploma

Some Undergraduate Courses

Associate Degree

Bachelor Degree

Master Degree

J.D.

M.D.

Doctorate Degree

4. What is your annual income?

$0 to <$10,000

$10,000 to <$20,000

$20,000 to <$30,000

$30,000 to <$40,000

$40,000 to <$50,000

$50,000 to <$60,000

$60,000 to <$70,000

$70,000 to <$80,000

$80,000 to <$90,000

$90,000 to <$110,000

$110,000 to <$130,000

$130,000 to <$150,000

$150,000 or More

5. On average, how much do you pay for beauty and hygiene products or services per year? Include references to the following products: soap, deodorant, shampoo, conditioner, lotion, perfume, cologne, makeup, chemical hair color, razors, skin care, feminine care, and salon services.

6. On average, how many beauty and hygiene advertisements, if at all, do you think you view or hear per day? Include references to the following advertisements: television, billboard, Internet, radio, newspaper, magazine, and direct mail.

7. On average, how many of those advertisements, if any, specifically subscribe to gender roles and stereotypes?

8. On the following scale, what role, if any, do these advertisements have in reinforcing specific gender stereotypes?

Drastic

Influential

Limited

Trivial

None

9. To what extent do you agree that empowerment advertising, which explicitly communicates the unique differences in each individual, would help transform cultural gender stereotypes? Strongly agree

Agree

Somewhat agree

Neutral

Somewhat disagree

Disagree Strongly

disagree

10. On average, what percentage of advertisements that you view or hear per day currently utilize empowerment advertising?Jamie received 105 responses, which are organized as a database in the attached Excel file Drout Advertising Survey.

Complete the following tasks:

Part I:

a. Explain how the data and subsequent analysis using business analytics might lead to a better understanding of stereotype versus empowerment advertising. Specifically, state some of the key insights that you would hope to answer by analyzing the data.

b. Create some PivotTables to draw some initial insights from the data.

Answer 1

QUESTION 1: GENDER is basic categorical question which help to understand the sex of the person. There is no such method to calculate the value because answer of this question will be in string from or also we can say that dichotomous question

QUESTION 2: AGE answer will be in numeric form. the result should be categorized in class intervals

1-20

20-40

40-60

60-80

80 and more

the data will be in ratio form it can be compared with other variable as well

QUESTION 3 EDUCATION the collects data in order form that means if person is Ph.D he is to be considered having highest degree and its but ovious that he has complete all the required eduction. So the data will be in ordinal form

QUESTION 4 ANNUAL INCOME the options are given in class interval form. And each interval as equal difference i.e of $10000

Question 5 spending the question consist two parts 1^st spending It’s a open ended question in which no options are given but then only the answer will be in numeric form 2^nd the reference on which you are spending it is in string form

Question 6 ADVERTISING MEDIUM IT is again in numeric form how many advertising you hear the answer can be zero so it cannot be in ratio form

Question 7 gives u two option like question 1 the data can be considered in dichotomous.

Question 8 specific gender stereotypes the options are not in interval form   so it considered as ordinal because answer can be none so it can’t be ratio

Question 9 cultural gender stereotypes 7 categories are given it’s a likrert scale method we cant compare the categories so it will be ordinal form

Question 10 Percentage of advertisements the answer will be in % from no categories is given this open ended question it can be in interval form

Case Summary                      
   Cases                  
   Valid       Missing       Total  
   N   Percent   N   Percent   N   Percent
$agea   0   0.0%   4   100.0%   4   100.0%
a Dichotomy group tabulated at value 1.                  

$edu Frequencies              
       Responses       Percent of Cases
       N   Percent  
cluturala   annual income   1   50.0%   100.0%
   cultural gender stereotypes   1   50.0%   100.0%
Total       2   100.0%   200.0%
a Dichotomy group tabulated at value 1.              

Case Summary                      
   Cases                  
   Valid       Missing       Total  
   N   Percent   N   Percent   N   Percent
$edua   1   25.0%   3   75.0%   4   100.0%
a Dichotomy group tabulated at value 1.                      

Case Summary                      
   Cases                  
   Valid       Missing       Total  
   N   Percent   N   Percent   N   Percent
$agea   0   0.0%   4   100.0%   4   100.0%
a Dichotomy group tabulated at value 1.