Case Analysis Background
Reference: Business Analytics (2e). – James R. Evans. Pearson 2013 – ISBN: 9780132950619.
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 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. Her project is focused on understanding consumer perceptions of these advertising strategies.
Assignment: Use the attached:
Summarize the numerical data using descriptive statistics measures, find proportions for categorical variables, examine correlations, and use PivotTables as appropriate to compare average values. Compute confidence intervals for means and proportions, and Analyze the sampling errors, possibly suggesting larger sample sizes to obtain more precise estimates. Write 3 pages.
DroutAdvertisingSurveyData.xlsx
Questionnaire
Question
Variable
Survey Question
1
Gender
What is your gender?
Male
Female
2
Age
What is your age?
3
Education
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
Income
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 Spending 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, make-up, chemical hair color, razors, skin care, feminine care, and salon services. 6 Ad Frequency 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 Stereotype On average, how many of those advertisements, if at all, specifically subscribe to gender roles and stereotypes? 8 Reinforcing On the following scale, what role, if any, do these advertisements have in reinforcing specific gender stereotypes? Drastic Influential Limited Trivial None 9 Transform 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 Empowerment% On average, what percentage of advertisements that you view or hear per day currently utilize empowerment advertising? Data Interested in getting help with this assignment? Get a professional writing team to work on your assignment! 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Respondent Gender Age Education Income Spending Ad Frequency Stereotype Reinforcing Transform Empowerment% 1 Female 23 Some undergraduate courses $10,000 to < $20,000 $500.00 10 9 Drastic Strongly Agree 10% 2 Male 22 High school diploma $20,000 to < $30,000 $75.00 15 14 Influential Somewhat Agree 2% 3 Female 24 Bachelor Degree $60,000 to < $70,000 $1,500.00 10 10 Influential Neutral 8% 4 Female 23 Bachelor Degree $30,000 to < $40,000 $500.00 10 10 Influential Agree 0% 5 Female 23 Bachelor Degree $30,000 to < $40,000 $4,000.00 75 75 Influential Agree 10% 6 Female 24 Bachelor Degree $10,000 to < $20,000 $300.00 5 5 Drastic Agree 10% 7 Female 30 Doctorate Degree $60,000 to < $70,000 $700.00 6 6 Influential Somewhat Agree 10% 8 Female 28 Bachelor Degree $50,000 to < $60,000 $500.00 10 6 Influential Somewhat Agree 5% 9 Female 20 Some undergraduate courses $0 to < $10,000 $1,000.00 15 13 Drastic Strongly Agree 10% 10 Male 24 Some undergraduate courses $20,000 to < $30,000 $337.00 40 38 Drastic Strongly Agree 1% 11 Female 24 Associate Degree $20,000 to < $30,000 $600.00 37 35 Influential Strongly Agree 3% 12 Female 24 Bachelor Degree $30,000 to < $40,000 $240.00 15 15 Limited Agree 0% 13 Female 27 Bachelor Degree $70,000 to < $80,000 $3,000.00 2 2 Influential Somewhat Agree 0% 14 Female 24 Master Degree $0 to < $10,000 $250.00 20 18 Influential Neutral 10% 15 Female 21 Bachelor Degree $0 to < $10,000 $500.00 20 20 Influential Agree 10% 16 Female 23 Master Degree $70,000 to < $80,000 $2,500.00 600 590 Drastic Strongly Agree 2% 17 Female 23 Master Degree $50,000 to < $60,000 $2,000.00 50 48 Drastic Strongly Agree 1% 18 Female 20 Some undergraduate courses $0 to < $10,000 $400.00 400 375 Influential Strongly Agree 5% 19 Female 46 J.D. $10,000 to < $20,000 $100.00 5 5 Influential Somewhat Disagree 0% 20 Female 23 Bachelor Degree $40,000 to < $50,000 $1,000.00 20 15 Influential Agree 10% 21 Female 23 Some undergraduate courses $10,000 to < $20,000 $750.00 100 100 Drastic Strongly Agree 15% 22 Male 23 Associate Degree $10,000 to < $20,000 $400.00 3 2 Influential Agree 10% 23 Female 21 Some undergraduate courses $0 to < $10,000 $800.00 10 /* */ var DIVI = {"item_count":"%d Item","items_count":"%d Items"}; var et_builder_utils_params = {"condition":{"diviTheme":true,"extraTheme":false},"scrollLocations":["app","top"],"builderScrollLocations":{"desktop":"app","tablet":"app","phone":"app"},"onloadScrollLocation":"app","builderType":"fe"}; var et_frontend_scripts = {"builderCssContainerPrefix":"#et-boc","builderCssLayoutPrefix":"#et-boc .et-l"}; var et_pb_custom = {"ajaxurl":"https://generalessays.blog/wp-admin/admin-ajax.php","images_uri":"https://generalessays.blog/wp-content/themes/Divi/images","builder_images_uri":"https://generalessays.blog/wp-content/themes/Divi/includes/builder/images","et_frontend_nonce":"ed00837a4e","subscription_failed":"Please, check the fields below to make sure you entered the correct information.","et_ab_log_nonce":"4956610c77","fill_message":"Please, fill in the following fields:","contact_error_message":"Please, fix the following errors:","invalid":"Invalid email","captcha":"Captcha","prev":"Prev","previous":"Previous","next":"Next","wrong_captcha":"You entered the wrong number in captcha.","wrong_checkbox":"Checkbox","ignore_waypoints":"no","is_divi_theme_used":"1","widget_search_selector":".widget_search","ab_tests":[],"is_ab_testing_active":"","page_id":"11119","unique_test_id":"","ab_bounce_rate":"5","is_cache_plugin_active":"no","is_shortcode_tracking":"","tinymce_uri":"","waypoints_options":[]}; var et_pb_box_shadow_elements = []; /* */
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