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311v_perception_exercise_mo.pptxConsumer Behavior MKTG 311V Perception Exercise
Perception Exercise
Collect data
Code data
List your raw and coded data
Graph data
Analyze and Comment on your findings
Step 1 – Collect Data
Show the photo on the next page to 10 males and 10 females between 20 and 50 years of age
Individually! Don’t try this in a group setting as each person will hear what the others are saying and this will skew your results
Ask each person for 2 or 3 words to describe what they’re seeing
“What word or words would you use to describe what you see in this image? Any others?”
Don’t lead them! For example, don’t say something like “what words would you use to describe the jewelry in this picture?”
Write down gender and words used by each person
I.e. “Female – Glass – Fruit”
Perception Photo
Step 2 – Code Data
You’re likely to have a variety of words, which could be a mess if you try to graph them individually
In order to make any meaning out of the data, you should “code” the data
Coding means assigning each word to a higher level “category” that captures the essence of the words in it
For example, if it was an image of ducks on a pond, you might get words such as “bird”, “duck”, “peaceful”, “scenery”, “hunting”
Bird and Duck could be grouped under “animal” or “bird”
Peaceful and Scenery could be grouped under “relaxing”
You, as the researcher, determine how to code your data!
For example, words such as “ring” “jewelry” “diamond” could be grouped under “Jewelry”
Step 3 – Graph Data
Enter your coded data into the chart on the next slide
Left-click on the chart to select it, then right-click in the chart area and choose “Edit Data”
Change the labels to the actual words people used
I.e. “Word 1” = “Fruit”; “Word 2” = “Glass”, etc.
Enter the number of times that males and the number of times that females used each word (or category) to describe the image
I.e. If a person mentioned three words that fell into the same category, you would count that as three mentions
Step 3 continued – Graph Data
Step 4 – Analyze and Comment
Are there differences between genders?
If so, what do you think might explain those differences?
If not, why do you think they’re alike?
I really want to see how you THINK, so be sure to put some thought into your interpretation of your results!
That’s it! You’ve conducted research, analyzed and presented data!
Your assignment should look like this . . .
Title Slide
Name
Course
Section
Date
Data Slide
Raw and Coded data
Chart Slide
Chart of Coded data by Gender
Analyses Slide
Your thoughts and observations
Analyses Slide
Continued
25%
50%
25%
Final Comments
Don’t wait until the last minute to do this assignment!
Last semester, some students also collected data from other populations, such as children under age 10 or seniors.
If you do, don’t combine their results with people between 20 and 50.
Questions? Ask in class or shoot me an Email
