week 4 Module 04, Individual Case Analysis - Drout Advertisi

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kdWeek4DroutAdvertisingSurveyData-1.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

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 10 Influential Strongly Agree 5%
24 Male 23 Associate Degree $20,000 to < $30,000 $500.00 50 10 Trivial Somewhat Agree 10%
25 Male 19 Some undergraduate courses $0 to < $10,000 $600.00 15 14 Influential Agree 5%
26 Female 59 Associate Degree $150,000 or more $2,500.00 20 20 Drastic Strongly Agree 0%
27 Female 65 Doctorate Degree $70,000 to < $80,000 $350.00 20 20 Influential Somewhat Agree 0%
28 Male 32 Bachelor Degree $90,000 to < $110,000 $400.00 5 5 Limited Somewhat Agree 0%
29 Female 50 Doctorate Degree $40,000 to < $50,000 $350.00 10 10 Drastic Strongly Agree 1%
30 Male 23 Bachelor Degree $20,000 to < $30,000 $200.00 150 135 Influential Somewhat Agree 0%
31 Female 31 Some undergraduate courses $20,000 to < $30,000 $200.00 25 25 Drastic Neutral 0%
32 Male 25 Bachelor Degree $0 to < $10,000 $100.00 5 5 Influential Somewhat Agree 0%
33 Male 23 Some undergraduate courses $20,000 to < $30,000 $100.00 300 300 Drastic Agree 1%
34 Female 55 J.D. $110,000 to < $130,000 $1,000.00 50 40 Influential Agree 10%
35 Female 68 Doctorate Degree $110,000 to < $130,000 $1,500.00 150 150 Influential Agree 0%
36 Female 21 Some undergraduate courses $0 to < $10,000 $50.00 100 100 Drastic Agree 0%
37 Male 22 Bachelor Degree $20,000 to < $30,000 $100.00 3 1 Limited Strongly Agree 2%
38 Male 27 Master Degree $0 to < $10,000 $250.00 5 4 Influential Somewhat Agree 20%
39 Female 33 Doctorate Degree $60,000 to < $70,000 $250.00 6 6 Drastic Somewhat Agree 0%
40 Female 32 Master Degree $70,000 to < $80,000 $310.00 12 12 Influential Agree 0%
41 Female 22 Some undergraduate courses $0 to < $10,000 $40.00 2 2 Drastic Strongly Agree 0%
42 Female 44 Bachelor Degree $60,000 to < $70,000 $1,000.00 3 3 Drastic Agree 10%
43 Female 49 Bachelor Degree $50,000 to < $60,000 $600.00 10 8 Influential Somewhat Agree 0%
44 Female 22 High school diploma $10,000 to < $20,000 $5,000.00 5 5 Drastic Strongly Agree 0%
45 Female 26 Master Degree $30,000 to < $40,000 $2,500.00 10 10 Limited Agree 5%
46 Female 49 Bachelor Degree $50,000 to < $60,000 $500.00 10 8 Influential Agree 0%
47 Female 58 Doctorate Degree $90,000 to < $110,000 $500.00 20 20 Influential Somewhat Agree 5%
48 Female 61 Bachelor Degree $30,000 to < $40,000 $300.00 50 50 Drastic Somewhat Agree 10%
49 Female 21 Bachelor Degree $0 to < $10,000 $1,200.00 10 10 Influential Agree 0%
50 Female 24 Bachelor Degree $10,000 to < $20,000 $400.00 20 20 Drastic Somewhat Agree 0%
51 Female 27 Bachelor Degree $40,000 to < $50,000 $500.00 20 17 Influential Somewhat Agree 15%
52 Female 21 Some undergraduate courses $0 to < $10,000 $400.00 25 25 Influential Strongly Agree 0%
53 Female 25 Associate Degree $0 to < $10,000 $50.00 20 20 Drastic Strongly Agree 0%
54 Female 23 Bachelor Degree $20,000 to < $30,000 $500.00 4 2 Influential Agree 20%
55 Female 23 Bachelor Degree $50,000 to < $60,000 $1,500.00 25 25 Drastic Somewhat Agree 10%
56 Female 23 Bachelor Degree $20,000 to < $30,000 $150.00 10 8 Influential Strongly Agree 10%
57 Female 23 Bachelor Degree $10,000 to < $20,000 $400.00 10 10 Influential Somewhat Agree 2%
58 Male 23 Bachelor Degree $0 to < $10,000 $75.00 10 8 Limited Agree 20%
59 Female 46 Some undergraduate courses $0 to < $10,000 $600.00 150 150 Influential Strongly Agree 1%
60 Female 39 Doctorate Degree $60,000 to < $70,000 $100.00 15 10 Influential Somewhat Agree 1%
61 Male 27 Bachelor Degree $20,000 to < $30,000 $390.00 50 45 Drastic Strongly Agree 1%
62 Female 24 Bachelor Degree $30,000 to < $40,000 $350.00 20 20 Influential Agree 10%
63 Male 23 Bachelor Degree $0 to < $10,000 $200.00 5 5 Influential Somewhat Agree 5%
64 Male 22 Bachelor Degree $0 to < $10,000 $25.00 5 2 Trivial Disagree 0%
65 Female 24 Bachelor Degree $0 to < $10,000 $300.00 50 50 Influential Somewhat Agree 0%
66 Female 20 Some undergraduate courses $0 to < $10,000 $800.00 10 10 Drastic Strongly Agree 10%
67 Female 23 Bachelor Degree $10,000 to < $20,000 $300.00 15 15 Drastic Strongly Agree 10%
68 Male 25 Bachelor Degree $20,000 to < $30,000 $100.00 4 3 Influential Somewhat Agree 25%
69 Male 19 Some undergraduate courses $10,000 to < $20,000 $250.00 2 1 Influential Agree 10%
70 Female 25 Master Degree $10,000 to < $20,000 $180.00 5 5 Drastic Agree 0%
71 Female 23 Bachelor Degree $10,000 to < $20,000 $500.00 20 20 Drastic Somewhat Agree 5%
72 Female 23 Some undergraduate courses $10,000 to < $20,000 $400.00 25 25 Influential Strongly Agree 1%
73 Female 20 Some undergraduate courses $0 to < $10,000 $250.00 30 30 Drastic Agree 2%
74 Female 64 Doctorate Degree $90,000 to < $110,000 $500.00 55 55 Influential Neutral 0%
75 Female 49 Master Degree $30,000 to < $40,000 $20.00 0 0 Influential Strongly Agree 0%
76 Female 26 Bachelor Degree $0 to < $10,000 $240.00 5 3 Influential Agree 10%
77 Female 29 Some undergraduate courses $10,000 to < $20,000 $600.00 20 19 Drastic Strongly Agree 5%
78 Female 23 Master Degree $30,000 to < $40,000 $500.00 35 34 Influential Strongly Agree 10%
79 Female 23 Bachelor Degree $30,000 to < $40,000 $500.00 9 9 Drastic Strongly Agree 7%
80 Female 22 Some undergraduate courses $30,000 to < $40,000 $1,500.00 2 2 Drastic Strongly Agree 0%
81 Female 26 Master Degree $20,000 to < $30,000 $200.00 45 42 Drastic Somewhat Agree 10%
82 Female 24 Bachelor Degree $10,000 to < $20,000 $1,000.00 50 50 Influential Strongly Agree 10%
83 Female 29 Master Degree $30,000 to < $40,000 $1,500.00 10 10 Influential Neutral 10%
84 Male 27 High school diploma $20,000 to < $30,000 $50.00 7 7 Influential Somewhat Agree 8%
85 Female 22 Bachelor Degree $10,000 to < $20,000 $300.00 10 7 Influential Somewhat Agree 10%
86 Female 54 Doctorate Degree $90,000 to < $110,000 $2,000.00 10 9 Influential Agree 1%
87 Female 26 Master Degree $10,000 to < $20,000 $550.00 20 20 Influential Somewhat Agree 0%
88 Female 40 Some undergraduate courses $90,000 to < $110,000 $1,000.00 20 20 Influential Agree 0%
89 Female 19 Some undergraduate courses $0 to < $10,000 $80.00 35 35 Influential Agree 5%
90 Female 24 Bachelor Degree $50,000 to < $60,000 $1,500.00 6 6 Influential Agree 0%
91 Female 22 Bachelor Degree $10,000 to < $20,000 $200.00 10 8 Influential Somewhat Agree 20%
92 Female 24 Bachelor Degree $20,000 to < $30,000 $250.00 50 50 Drastic Somewhat Agree 0%
93 Female 20 Some undergraduate courses $0 to < $10,000 $200.00 65 65 Drastic Strongly Agree 5%
94 Female 24 Associate Degree $30,000 to < $40,000 $100.00 1100 1050 Influential Strongly Agree 5%
95 Female 27 Bachelor Degree $30,000 to < $40,000 $1,500.00 3 3 Influential Somewhat Agree 0%
96 Female 30 Some undergraduate courses $50,000 to < $60,000 $600.00 5 5 Drastic Strongly Agree 10%
97 Female 25 Master Degree $10,000 to < $20,000 $50.00 1 1 Influential Somewhat Agree 10%
98 Female 54 Master Degree $50,000 to < $60,000 $100.00 10 10 Influential Agree 0%
99 Male 37 Bachelor Degree $110,000 to < $130,000 $400.00 65 65 Trivial Neutral 30%
100 Female 23 Master Degree $80,000 to < $90,000 $200.00 3 2 Influential Somewhat Agree 15%
101 Female 21 Some undergraduate courses $0 to < $10,000 $200.00 2 2 Influential Somewhat Agree 1%
102 Female 42 Doctorate Degree $50,000 to < $60,000 $600.00 3 3 Influential Somewhat Agree 0%
103 Female 23 Bachelor Degree $10,000 to < $20,000 $380.00 35 35 Drastic Strongly Agree 5%
104 Female 32 Master Degree $10,000 to < $20,000 $100.00 2 2 Drastic Somewhat Agree 0%
105 Female 24 Bachelor Degree $30,000 to < $40,000 $250.00 6 6 Influential Agree 2%

#1Pivot

Row Labels Sum of Spending Sum of Ad Frequency Sum of Stereotype Sum of Empowerment% Count of Reinforcing Count of Transform
19 930 52 50 0.2 3 3
Female 80 35 35 0.05 1 1
Some undergraduate courses 80 35 35 0.05 1 1
Male 850 17 15 0.15 2 2
Some undergraduate courses 850 17 15 0.15 2 2
20 2650 520 493 0.32 5 5
Female 2650 520 493 0.32 5 5
Some undergraduate courses 2650 520 493 0.32 5 5
21 3150 167 167 0.16 6 6
Female 3150 167 167 0.16 6 6
Bachelor Degree 1700 30 30 0.1 2 2
Some undergraduate courses 1450 137 137 0.06 4 4
22 7240 52 41 0.34 8 8
Female 7040 29 24 0.3 5 5
Bachelor Degree 500 20 15 0.3 2 2
High school diploma 5000 5 5 0 1 1
Some undergraduate courses 1540 4 4 0 2 2
Male 200 23 17 0.04 3 3
Bachelor Degree 125 8 3 0.02 2 2
High school diploma 75 15 14 0.02 1 1
23 18055 1574 1492 1.89 24 24
Female 16580 1056 1032 1.43 18 18
Bachelor Degree 9730 233 224 0.89 11 11
Master Degree 5200 688 674 0.28 4 4
Some undergraduate courses 1650 135 134 0.26 3 3
Male 1475 518 460 0.46 6 6
Associate Degree 900 53 12 0.2 2 2
Bachelor Degree 475 165 148 0.25 3 3
Some undergraduate courses 100 300 300 0.01 1 1
24 7377 1429 1373 0.59 14 14
Female 7040 1389 1335 0.58 13 13
Associate Degree 700 1137 1085 0.08 2 2
Bachelor Degree 6090 232 232 0.4 10 10
Master Degree 250 20 18 0.1 1 1
Male 337 40 38 0.01 1 1
Some undergraduate courses 337 40 38 0.01 1 1
25 480 35 34 0.35 5 5
Female 280 26 26 0.1 3 3
Associate Degree 50 20 20 0 1 1
Master Degree 230 6 6 0.1 2 2
Male 200 9 8 0.25 2 2
Bachelor Degree 200 9 8 0.25 2 2
26 3490 80 75 0.25 4 4
Female 3490 80 75 0.25 4 4
Bachelor Degree 240 5 3 0.1 1 1
Master Degree 3250 75 72 0.15 3 3
27 5690 87 78 0.44 6 6
Female 5000 25 22 0.15 3 3
Bachelor Degree 5000 25 22 0.15 3 3
Male 690 62 56 0.29 3 3
Bachelor Degree 390 50 45 0.01 1 1
High school diploma 50 7 7 0.08 1 1
Master Degree 250 5 4 0.2 1 1
28 500 10 6 0.05 1 1
Female 500 10 6 0.05 1 1
Bachelor Degree 500 10 6 0.05 1 1
29 2100 30 29 0.15 2 2
Female 2100 30 29 0.15 2 2
Master Degree 1500 10 10 0.1 1 1
Some undergraduate courses 600 20 19 0.05 1 1
30 1300 11 11 0.2 2 2
Female 1300 11 11 0.2 2 2
Doctorate Degree 700 6 6 0.1 1 1
Some undergraduate courses 600 5 5 0.1 1 1
31 200 25 25 0 1 1
Female 200 25 25 0 1 1
Some undergraduate courses 200 25 25 0 1 1
32 810 19 19 0 3 3
Female 410 14 14 0 2 2
Master Degree 410 14 14 0 2 2
Male 400 5 5 0 1 1
Bachelor Degree 400 5 5 0 1 1
33 250 6 6 0 1 1
Female 250 6 6 0 1 1
Doctorate Degree 250 6 6 0 1 1
37 400 65 65 0.3 1 1
Male 400 65 65 0.3 1 1
Bachelor Degree 400 65 65 0.3 1 1
39 100 15 10 0.01 1 1
Female 100 15 10 0.01 1 1
Doctorate Degree 100 15 10 0.01 1 1
40 1000 20 20 0 1 1
Female 1000 20 20 0 1 1
Some undergraduate courses 1000 20 20 0 1 1
42 600 3 3 0 1 1
Female 600 3 3 0 1 1
Doctorate Degree 600 3 3 0 1 1
44 1000 3 3 0.1 1 1
Female 1000 3 3 0.1 1 1
Bachelor Degree 1000 3 3 0.1 1 1
46 700 155 155 0.01 2 2
Female 700 155 155 0.01 2 2
J.D. 100 5 5 0 1 1
Some undergraduate courses 600 150 150 0.01 1 1
49 1120 20 16 0 3 3
Female 1120 20 16 0 3 3
Bachelor Degree 1100 20 16 0 2 2
Master Degree 20 0 0 0 1 1
50 350 10 10 0.01 1 1
Female 350 10 10 0.01 1 1
Doctorate Degree 350 10 10 0.01 1 1
54 2100 20 19 0.01 2 2
Female 2100 20 19 0.01 2 2
Doctorate Degree 2000 10 9 0.01 1 1
Master Degree 100 10 10 0 1 1
55 1000 50 40 0.1 1 1
Female 1000 50 40 0.1 1 1
J.D. 1000 50 40 0.1 1 1
58 500 20 20 0.05 1 1
Female 500 20 20 0.05 1 1
Doctorate Degree 500 20 20 0.05 1 1
59 2500 20 20 0 1 1
Female 2500 20 20 0 1 1
Associate Degree 2500 20 20 0 1 1
61 300 50 50 0.1 1 1
Female 300 50 50 0.1 1 1
Bachelor Degree 300 50 50 0.1 1 1
64 500 55 55 0 1 1
Female 500 55 55 0 1 1
Doctorate Degree 500 55 55 0 1 1
65 350 20 20 0 1 1
Female 350 20 20 0 1 1
Doctorate Degree 350 20 20 0 1 1
68 1500 150 150 0 1 1
Female 1500 150 150 0 1 1
Doctorate Degree 1500 150 150 0 1 1
Grand Total 68242 4773 4555 5.63 105 105
Sum of Stereotype Female Associate Degree Female Bachelor Degree Female Doctorate Degree Female High school diploma Female J.D. Female J.D. Female Master Degree Female Some undergraduate courses Male Associate Degree Male Bachelor Degree Male High school diploma Male Master Degree Male Some undergraduate courses 1125 601 289 5 40 5 804 1022 12 274 21 4 353 Sum of Empowerment% Female Associate Degree Female Bachelor Degree Female Doctorate Degree Female High school diploma Female J.D. Female J.D. Female Master Degree Female Some undergraduate courses Male Associate Degree Male Bachelor Degree Male High school diploma Male Master Degree Male Some undergraduate courses 0.08 2.1900000000000008 0.18000000000000002 0 0.1 0 0.73 0.8500000000000002 0.2 0.83000000000000007 0.1 0.2 0.17 Count of Reinforcing Female Associate Degree Female Bachelor Degree Female Doctorate Degree Female High school diploma Female J.D. Female J.D. Female Master Degree Female Some undergraduate courses Male Associate Degree Male Bachelor Degree Male High school diploma Male Master Degree Male Some undergraduate courses 4 34 10 1 1 1 15 20 2 10 2 1 4 Count of Transform Female Associate Degree Female Bachelor Degree Female Doctorate Degree Female High school diploma Female J.D. Female J.D. Female Master Degree Female Some undergraduate courses Male Associate Degree Male Bachelor Degree Male High school diploma Male Master Degree Male Some undergraduate courses 4 34 10 1 1 1 15 20 2 10 2 1 4 Sum of Spending Female Associate Degree Female Bachelor Degree Female Doctorate Degree Female High school diploma Female J.D. Female J.D. Female Master Degree Female Some undergraduate courses Male Associate Degree Male Bachelor Degree Male High school diploma Male Master Degree Male Some undergraduate courses 3250 26160 6850 5000 1000 100 10960 10370 900 1990 125 250 1287 Sum of Ad Frequency Female Associate Degree Female Bachelor Degree Female Doctorate Degree Female High school diploma Female J.D. Female J.D. Female Master Degree Female Some undergraduate courses Male Associate Degree Male Bachelor Degree Male High school diploma Male Master Degree Male Some undergraduate courses 1177 628 295 5 50 5 823 1051 53 302 22 5 357

#2 Values

Age Spending Ad Frequency Stereotype Empowerment
Mean 29.27 649.92 45.46 43.38 5.36%
Median 24 400 12 10 2.50%
Mode 23 500 10 10 0.00%
Samplin Error of Spenders vs. Stereotyped Marketing 1.27%
Correlation
frequency Vs.Empowerment% -0.09414156

Add frequency Vs. Stereotype

Spending 500 75 1500 500 4000 300 700 500 1000 337 600 240 3000 250 500 2500 2000 400 100 1000 750 400 800 500 600 2500 350 400 350 200 200 100 100 1000 1500 50 100 250 250 310 40 1000 600 5000 2500 500 500 300 1200 400 500 400 50 500 1500 150 400 75 600 100 390 350 200 25 300 800 300 100 250 180 500 400 250 500 20 240 600 500 500 1500 200 1000 1500 50 300 2000 550 1000 80 1500 200 250 200 100 1500 600 50 100 400 200 200 600 380 100 250 Empowerment% 0.1 0.02 0.08 0 0.1 0.1 0.1 0.05 0.1 0.01 0.03 0 0 0.1 0.1 0.02 0.01 0.05 0 0.1 0.15 0.1 0.05 0.1 0.05 0 0 0 0.01 0 0 0 0.01 0.1 0 0 0.02 0.2 0 0 0 0.1 0 0 0.05 0 0.05 0.1 0 0 0.15 0 0 0.2 0.1 0.1 0.02 0.2 0.01 0.01 0.01 0.1 0.05 0 0 0.1 0.1 0.25 0.1 0 0.05 0.01 0.02 0 0 0.1 0.05 0.1 7.00000000 00000007E-2 0 0.1 0.1 0.1 0.08 0.1 0.01 0 0 0.05 0 0.2 0 0.05 0.05 0 0.1 0.1 0 0.3 0.15 0.01 0 0.05 0 0.02