Case Study: Drout Advertising Research Project

Ans1.
Jamie received 105 responses, which are given in the Excel file Drout Advertising Survey.
Review the questionnaire and classify the data collected from each question as categorical,
ordinal, interval, or ratio. Next, 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.

Data for Q.no Classification

1 categorical
2 ratio
3 ordinal
4 ratio
5 ratio
6 ratio
7 ratio
8 ordinal
9 ordinal
10 ratio

On having a careful observation on this questionnaire responses, which is focused on consumer

perception of these advertising strategies, I realized that

Q 6 elaborates on numbers of advertisement respondents see in total per day and Q 7 elaborates on
numbers of advertisement respondents see specifically subscribe to gender roles and stereotypes

On dividing data from Q7 by Q6, we will get percentages of advt. based on gender roles and stereotypes.
On analyzing, it shows that out of total 105 respondents, 101 people perceive that out of total advt. they
come across per day, 80% or more are based on gender roles and stereotypes. So, almost all the
respondents believe that the advertisements are, in general, focus on gender stereotypes.

Also, Q 8 elaborates how consumers’ perceive these advertisements to reinforce specific gender
stereotypes. The data is as follows:

Reinforcing No.s of respondents

Drastic 35
Influential 62
Limited 5
Trivial 3
Grand Total 105

This data clearly specify that out of total 105 people interviewed, 98 people (drastic + influential) believe
that these advertisements are influentially or drastically reinforce their perception on specific gender
stereotypes.

Now, as we realized that people believe most of advertisements are based on gender stereotypes and
these advertisements reinforce their perception.
This study source was downloaded by 100000840607167 from CourseHero.com on 10-30-2022 05:27:20 GMT -05:00

https://www.coursehero.com/file/76131053/Ansdocx/
 In addition, Q 9 elaborates respondents’ believe about empowerment advertising that this would help
transform cultural gender stereotypes. The data is as follows:

Transform criteria No.s of respondents

Strongly Agree 32
Agree 30
Somewhat Agree 35
Neutral 6
Somewhat
Disagree 1
Disagree 1
Grand Total 105

This data clearly specify that out of total 105 people interviewed, 97 people are in agreement that
empowerment advertising that this would help transform cultural gender stereotypes.

Ans 2.
For this part of the case, use appropriate charts to visualize the data. Summarize the data using
frequency distributions and histograms for numerical variables, cross-tabulations, and other
appropriate applications of PivotTables to break down the data and develop useful insights. Add
your findings to the report you started for the case in Question 1.
The focus of this part should be creating logical analyses and visualization of the data.
There are many ways to visualize the data and students should choose appropriate chart.

Frequency distributions:
Age
Education
Income
Pivot Tables:
Cross tabulation: Gender vs. age, education, income
Descriptive Statistics
Students should apply the various tools used in this chapter to create a compelling analysis.

Frequency distributions: Age

Age (years) No.s of respondents
10 to under 20 3
20 to under 30 75
30 to under 40 9
40 to under 50 8
50 to under 60 6
60 to under 70 4
Total 105

This study source was downloaded by 100000840607167 from CourseHero.com on 10-30-2022 05:27:20 GMT -05:00

https://www.coursehero.com/file/76131053/Ansdocx/
 80
70
60
50
40
30
20 No.s of respondents

10
0
0 0 0 0 0 0
r2 r3 r4 r5 r6 r7
de de de de de de
un un un un un un
to to to to to to
10 20 30 40 50 60

Frequency distributions: Education

Education Total
High school diploma 3
Some undergraduate courses 24
Associate Degree 6
Bachelor Degree 44
Master Degree 16
J.D. 2
Doctorate Degree 10
Grand Total 105

50
45
40
35
30
25
20
15
10 No.s of respondents
5
0
a s ee ee ee . ee
lom rse gr gr gr J.D gr
ip u e e e e
co D rD D eD
old te iate lo ter at
a he s r
ho du oc ac
a
cto
sc ra ss M
gh er
g A B Do
Hi nd
e u
m
So

Frequency distributions: Income

This study source was downloaded by 100000840607167 from CourseHero.com on 10-30-2022 05:27:20 GMT -05:00

https://www.coursehero.com/file/76131053/Ansdocx/
 Income No.s of respondents
$0 to $10,000 24
$10,000 to $20,000 21
$20,000 to $30,000 15
$30,000 to $40,000 14
$40,000 to $50,000 3
$50,000 to $60,000 9
$60,000 to $70,000 5
$70,000 to $80,000 4
$80,000 to $90,000 1
$90,000 to $110,000 5
$110,000 to $130,000 3
$150,000 or more 1
Grand Total 105

30

25

20

15

10
No.s of respondents
5

0
00 00 00 00 00 00 00 00 00 00 00 e
,0 ,0 ,0 ,0 ,0 ,0 ,0 ,0 ,0 ,0 ,0 or
0 0 0 0 0 0 0 0 0 0 0 m
$1 $2 $3 $4 $5 $6 $7 $8 $9 1 3 or
to to to to to to to to to $1 $1 0 0
to to ,0
$0 00
0
00
0
00
0
00
0
00
0
00
0
00
0
00
0
00 00 50
0 , 0 , 0 , 0 , 0 , 0 , 0 , 0 , 0 ,0 1
$1 $2 $3 $4 $5 $6 $7 $8 0, 10
$
$9 $1

Pivot Tables: Cross tabulation: Gender vs. age

No.s of respondents
Age (years) Female Male Grand Total
10 to under 20 1 2 3
20 to under 30 60 15 75
30 to under 40 7 2 9
40 to under 50 8 8
50 to under 60 6 6
60 to under 70 4 4
Total 86 19 105

This study source was downloaded by 100000840607167 from CourseHero.com on 10-30-2022 05:27:20 GMT -05:00

https://www.coursehero.com/file/76131053/Ansdocx/
 80 75
70
60
60

50

40

30

20 15
7 9 8 8
10 6 6 4 4
1 2 3 2
0
10 to under 20 20 to under 30 30 to under 40 40 to under
0 50 50 to under
0 60 60 to under
0 70
Female Male Grand Total

Pivot Tables: Cross tabulation: Gender vs. education

Education Female Male Grand Total
Associate Degree 4 2 6
Bachelor Degree 34 10 44
Doctorate Degree 10 10
High school diploma 1 2 3
J.D. 1 1
J.D. 1 1
Master Degree 15 1 16
Some undergraduate courses 20 4 24
Grand Total 86 19 105
50
45 44

40
35 34

30
25 24
20
20
15 16
15
10 10 10
10 6
5 4 3 4
2 1 2 1 1 1 1 1
0
e e 0e a 0. 0. e s
re re re om J.D J.D re se
g g g
pl eg ur
De De De i rD co
te lo
r
at
e ld te te
ci a he or oo as ua
so ac ct s ch M d
As B Do h ra
g rg
Hi de
un
e
m
So

Female Male Grand Total

Pivot Tables: Cross tabulation: Gender vs. income

This study source was downloaded by 100000840607167 from CourseHero.com on 10-30-2022 05:27:20 GMT -05:00

https://www.coursehero.com/file/76131053/Ansdocx/
 Income Female Male Grand Total
$0 to $10,000 18 6 24
$10,000 to $20,000 19 2 21
$110,000 to $130,000 2 1 3
$150,000 or more 1 1
$20,000 to $30,000 6 9 15
$30,000 to $40,000 14 14
$40,000 to $50,000 3 3
$50,000 to $60,000 9 9
$60,000 to $70,000 5 5
$70,000 to $80,000 4 4
$80,000 to $90,000 1 1
$90,000 to $110,000 4 1 5
Grand Total 86 19 105
30

25 24
21
20 18 19
15 14 14
15

10 9 9 9
6 6 5 5
5 4 4 4 5
2 213 1 1
3 3
1 1 1
0
0 0 0 0e 0 0 0 0 0 0 0 0
, 00 , 00 , 00 or , 00 , 00 , 00 , 00 , 00 , 00 , 00 00
1 0 2 0 30 r m 30 40 50 60 70 80 9 0 10,
$ $ $1 o $ $ $ $ $ $ $ $1
to to to 000 to to to to to to to to
$0 0 0 , 0 0 0 0 0 0 0
00 00 50 ,0
0
,0
0
,0
0
,0
0
,0
0
,0
0
,0
0
00
0
0, 0, $1 20 30 40 50 60 70 80 0,
$1 1 $ $ $ $ $ $ $ 9
$1 $

Female Male Grand Total

Ans 3.
a. Out of total 105 respondents, 86 are females and 40 respondents are over 25 years of age. But in
these 35 females are over 25 years of age.
So, favorable respondents = 86+40- 35 = 91
So, probability = 91/105= 0.87

b. Among the education levels listed, Doctorate Degree is the highest and assuming to complete
Doctorate Degree one has to pass all other degrees.
So, no. of respondents completed Doctorate Degree is 10.
So, probability = 10/105 = .095

c. A is the event “has at least an Associate’s Degree” and B is the event “is at least a high school
graduate.” and assuming to complete Doctorate Degree one has to pass all other degrees.

So, Number of respondents falls in Event A= 78

Probability = 78/105= 0.74
and, Number of respondents falls in Event B= 105
This study source was downloaded by 100000840607167 from CourseHero.com on 10-30-2022 05:27:20 GMT -05:00

https://www.coursehero.com/file/76131053/Ansdocx/
 Probability = 105/105= 1.0

Both event A and B are not mutually exclusive because to be mutually exclusive, event A and B
should be null. But, this is not the case because there are respondents which falls in both the
events.

P(A or B) = P(A)+ P(B) – P(A and B)) = (105+78-78)/105 = 1.0

This study source was downloaded by 100000840607167 from CourseHero.com on 10-30-2022 05:27:20 GMT -05:00

https://www.coursehero.com/file/76131053/Ansdocx/
Powered by TCPDF (www.tcpdf.org)