Marketing - Data Analysis Report

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Table of Contents 1. Qualitative Analysis

a. Key Themes…………………………………………………………………………………...2

b. Interpretation of theme 1.…………………………………………………………………….2

c. Interpretation of theme 2.…………………………………………………………………….3

2. Quantitative Analysis

a. Sample Profile………………………………………………………………………………....3

b. Results: Hypothesis 1…………………………………………………………………………4

c. Results: Hypothesis 2…………………………………………………………………………4

d. Results: Hypothesis 3…………………………………………………………………………4

e. Results: Hypothesis 4………………………………………………………………………....5

f. Results: Hypothesis 5…………………………………………………………………………5

3. Conclusions & Recommendations

a. Summary of both qualitative and quantitative findings…………………………………….6

b. Discussions of both the quantitative and qualitative findings.…………………………….7

c. Recommendations linking back to the MRP and MDP…………………………………....7

4. References…………………………………………………………………………………………8

5. Appendices……………………………………………………………………………………......9

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Data Analysis Report

1. Qualitative Analysis

a. Key Themes

This qualitative research has two main themes, there are the perception of body image and

its relation with big five personalities, second reaching out vulnerable magazine’s target

market.

b. Interpretation of theme 1 (including description, quotes, and secondary sources)

The perception of body image and its relation with big five personality

The participants in this focus group discussion was consists of three males and four

females. Each of them identified themselves into personality types from big five theories.

The discussion about body image lead to varied response and thoughts. The specific body

image that the moderator asked is a skinny model. It led to response such as self-esteem

issue, superficial, peer pressure, following the girl on the magazine, and the needs to look

great. Such body image will be easily internalised by people who have neuroticism. This is

also supported by a research from Swami, et. Al. (2013), the research result found, women

with high neuroticism may have a greater tendency to become dissatisfied and upset more

easily towards their weight and may also have poorer skills to deal with threats to self-

esteem. There are also two other personalities that might be susceptible with such body

image, there were agreeableness and conscientiousness. The agreeableness might

contribute because of its trait that more likely to follow their peers. In the other hand,

conscientiousness has a strong willed trait that will help them to achieve the set of goals

that they have.

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c. Interpretation of theme 2 (including description, quotes, and secondary sources)

Reaching out vulnerable magazine’s target market

Every magazine has their own consumer. Specific magazine will attract specific consumer

too. The moderator shows Cleo and Vogue magazine to the participants and asked which

consumer group it attract. The responses pointed out extroversion as the personality type

that will be attracted The participants were asked on how some magazine brand attract

which personality. The magazine was Cleo and Vogue. The participants thought a person

who enjoy to be centre of attention, talkative, and social creature. A research conducted on

2009 by Mulyanegara, Tsarenko, and Anderson, found that people with extroversion

personality type have preferences towards “sociable” brands while conscientiousness

personality shows preference towards “trusted” brands.

2. Quantitative Analysis

a. Sample Profile

The participants who contributed in the quantitative research were consisted of 175

participants, the participants demographic were separated into groups, gender, attitude

towards read magazine, personality based on the big five theories. The gender group

consisted of 76 participants (43.4%) were males and 99 participants (56.6%) were females.

Group of attitudes towards read magazine consisted of 88 participants (50.3%) who do not

read magazines while 87 participants (49.7%) read magazines. Group of personality were

consisted of conscientiousness with 31 participants (17.7%), agreeableness with 54

participants (30.9%), neuroticism with 26 participants (14.9%), openness with 38

participants (21.7%), and extraversion with 26 participants (14.9%).

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b. Results: Hypothesis 1 There is a correlation between body surveillance and thin ideal

This hypothesis was tested to find a correlation between body surveillance and thin ideal.

The Pearson correlation between body surveillance and thin ideal were r = 0.106. This

show that there was a weak correlation between these two variables. The p value from Sig.

(2-tailed) were p = 0.163, this show that there was no significant correlation between these

two variables. Therefore, there was a weak and no significant correlation between body

surveillance and thin ideal.

c. Results: Hypothesis 2 Female have more positive attitude towards thin ideal than

males

This hypothesis consists of two variables the gender group and the thin ideal perspective.

The gender group consists of 75 male and 99 female participants. The measurement

method was using independent sample t-test to compare between group of female and

male towards thin ideal. There was a no significant difference in the scores for female and

male with p = 0.96. The female group view on thin ideal than males has mean = 4.17 and

standard deviation = 1.1, while male group mean = 3.89 and standard deviation = 1. These

results suggest that gender have no effect on thin ideal view.

d. Results: Hypothesis 3 There is an association between big five personalities and the

attitude to read magazine

This hypothesis consists of the big five personalities and the attitude of reading magazine

and not reading one. Chi-square test was the best method to examine the association

between these variables. Results show that there was no significant and weak association

between the big five personalities and the attitude to read magazine (Cramer’s V = 0.184

and p = 0.207). Therefore, these numbers suggest that there is no association between big

five personalities and the attitude to read magazine.

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e. Results: Hypothesis 4 There is a correlation between clothes that looks better on thin

models and the inappropriate portrayal of body image by models in magazines

This hypothesis was tested to find a correlation between clothes that looks better on thin

models and the inappropriate portrayal of body image by models in magazines. The

Pearson correlation between clothes that looks better on thin models and the inappropriate

portrayal of body image by models in magazine were r = 0.003. This result indicates that

there was a weak correlation between these two variables. The p value from Sig. (2-tailed)

were p = 0.965, this show that there was no significant correlation between these two

variables. Therefore, there was a weak and no significant correlation between clothes that

looks better on thin models and the inappropriate portrayal of bod image by models in

magazines.

f. Results: Hypothesis 5 People who read magazines effected more on the thoughts to

look like swimsuit model

This hypothesis was followed by 88 participants who do not read magazine and 87

participants who read magazine. The dependent variable is the thoughts to look like

swimsuit model. This hypothesis tested with an independent sample t-test and conducted to

compare between group of participants who read magazine and who do not towards the

thoughts to look like swimsuit model. Group participants of female and male have no

significant difference with p = 0.968. The participant group who read magazine have no

significant difference on thoughts to look like swimsuit model (mean = 3.99 and SD = 1.883)

and the participant group who do not read magazine have no significant difference on

thoughts to look like swimsuit model (mean = 3.98 and SD = 1.762). These findings

suggest that participants who read magazines or not have no effect on thoughts to look like

swimsuit model.

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3. Conclusions & Recommendations

a. Summary of both qualitative and quantitative findings

The findings on qualitative data point out two main theme. The first theme was there are the

perception of body image and its relation with big five personalities. The discussion itself led

the participants to share their view on body image especially skinny models and which

personality more vulnerable to follow such body image. The participants share their

thoughts and considered such body image as a peer pressure problem, the need to look

great, and self-esteem issue. Neuroticism personality are more prone to follow skinny

model body image because they internalised it to themselves. The second theme of the

research was reaching out vulnerable magazine’s target market. It is found that

extroversion type has preferences towards “social” brand image, while conscientiousness

have preferences towards trusted brands.

The participants who followed the quantitative research were 175 participants in total. The

results of the quantitative data were:

 Hypothesis 1: The correlation between body surveillance and thin ideal was not

supported because there was a weak and no significant correlation between body

surveillance and thin ideal.

 Hypothesis 2: Gender have no effect towards thin ideal than view.

 Hypothesis 3: There was no association between big five personalities and the

attitude to read magazine or not.

 Hypothesis 4: There was a weak and no significant correlation between clothes that

looks better on thin models and the inappropriate portrayal of bod image by models in

magazines.

 Hypothesis 5: People who read magazines have no effect on the thoughts to look like

swimsuit model as well as people who do not read magazine also have no effect on the

thoughts to look like swimsuit model.

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b. Discussions of both the quantitative and qualitative findings (are they

similar/dissimilar - how?)

The main focus of this research was to see the connection between the big five

personalities with the thoughts of body image in the magazine. Some of the findings in the

qualitative data are also supported by research from different sources. The research from

the quantitative data of these five hypothesis do not have any association and significant

difference between variables. The variables that measured on qualitative data were mostly

paired with various variables but not with the personality itself. There was no measurement

on the correlation between big five personalities and the body image itself.

c. Recommendations linking back to the MRP and MDP

This research was conducted to gather information more on how personalities could affect

the media and reach out more consumer. Before making marketing research project (MRP),

we should know what we were aiming to improve and therefore focusing the research on it.

Also the researcher need to make sure that the sample of the research represents the

population. By conducting a well-tailored MRP, it will help to do management decision to

decide if it necessary to make improvement or to make new product instead. Researcher

needed to explore the quantitative data more on the correlation between the participants’

personalities and their view on body image before connecting it with other variables. As well

as to understand better if the product still need to stay focus on their current focus or it is

needed to change the focus so it can reach out more consumer from various group, not just

from a specific group of young women.

From this research, we can conclude that it was needed to dig deeper research before

launching a new product or change the target focus. It is also important to understand

better about the main consumer and the minority consumer so it could reach out more

consumer in the long run.

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4. References

Swami, V., Tran, U. S., Louise, H. B., Kanaan, L., Luesse, E., Nader, I. W., ... Voracek, M.

(2013). Body image and personality: Associations between the big five personality factors,

actual-ideal weight, discrepancy, and body appreciation. Scandinavian Journal of

Psychology, 54, 146-151.

Mulyanegara, R. C., Tsarenko, Y., & Anderson, A. (2009). The big five and brand

personality: Investigating the impact of consumer personality on preferences towards

particular brand personality. Journal of Brand Management, 16, 234-247.

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5. APPENDICIES

Sample Profile:

1. Total Participants

Statistics

I read magazines Personality type: Gender

N Valid 175 175 175

Missing 0 0 0

Mode 0 2 2

2. Participants who read magazine and who do not read magazine:

I read magazines

Frequency Percent Valid Percent Cumulative Percent

Valid

No 88 50.3 50.3 50.3

Yes 87 49.7 49.7 100.0

Total 175 100.0 100.0

3. Participants Personality Type:

Personality type:

Frequency Percent Valid Percent Cumulative Percent

Valid

Conscientious 31 17.7 17.7 17.7

Agreeableness 54 30.9 30.9 48.6

Neuroticism 26 14.9 14.9 63.4

Openness 38 21.7 21.7 85.1

Extraversion 26 14.9 14.9 100.0

Total 175 100.0 100.0

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Descriptives

N Mean Std.

Deviation

Std.

Error

95% Confidence Interval for

Mean Minimum Maximum

Lower Bound Upper Bound

Conscientious 31 4.5121 .87996 .15805 4.1893 4.8349 2.13 5.75

Agreeableness 54 3.6620 1.02378 .13932 3.3826 3.9415 1.75 5.50

Neuroticism 26 4.6058 .83344 .16345 4.2691 4.9424 2.25 6.13

Openness 37 3.6486 1.07280 .17637 3.2910 4.0063 1.25 5.38

Extraversion 26 4.3077 1.08353 .21250 3.8700 4.7453 2.00 5.63

Total 174 4.0481 1.06818 .08098 3.8883 4.2080 1.25 6.13

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4. Participants gender grouping:

Gender

Frequency Percent Valid Percent Cumulative Percent

Valid

Male 76 43.4 43.4 43.4

Female 99 56.6 56.6 100.0

Total 175 100.0 100.0

Hypothesis 1

Correlations

BODY_SURVEILLANCE Thin_Ideal

BODY_SURVEILLANCE

Pearson Correlation 1 r: .106

Sig. (2-tailed) p-value: .163

N 175 174

Thin_Ideal

Pearson Correlation .106 1

Sig. (2-tailed) .163

N 174 174

Hypothesis 2

Group Statistics

Gender N Mean Std. Deviation Std. Error Mean

Thin_Ideal Male 75 3.8933 1.00688 .11626

Female 99 4.1654 1.10293 .11085

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Independent Samples Test

Levene's Test for

Equality of Variances

t-test for Equality of Means

F Sig. t df Sig. (2- tailed)

Mean Difference

Std. Error Difference

95% Confidence

Interval of the Difference

Lower Upper

Thin_Ideal

Equal variances assumed

.670 .414 -

1.672 172

p-value: .096 (not

significant, > 0.05)

-.27207 .16268 -

.59317 .04903

Equal variances

not assumed

-

1.694 166.065 .092 -.27207 .16064

- .58923

.04509

Hypothesis 3

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Symmetric Measures

Value Asymp. Std.

Error a

Approx. T

b

Approx. Sig.

Nominal by Nominal

Phi .184 .207

Cramer's V (strength)

.184

(p- value).207

Interval by Interval Pearson's R .008 .076 .104 .918 c

Ordinal by Ordinal Spearman Correlation

.002 .076 .031 .976 c

N of Valid Cases 175

a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.

Hypothesis 4

Correlations

I believe that

clothes look better on thin models

I think body image is inappropriately portrayed by

models in magazines

I believe that clothes look better on thin models

Pearson Correlation

1 (r).003

Sig. (2-tailed) (p-value).965

N 175 175

I think body image is inappropriately portrayed by models in magazines

Pearson Correlation

.003 1

Sig. (2-tailed) .965

N 175 175

Hypothesis 5

Group Statistics

I read magazines N Mean Std. Deviation Std. Error Mean

I wish I looked like a swimsuit model No 88 3.98 1.762 .188

Yes 87 3.99 1.883 .202

Independent Samples Test

Levene's Test for

Equality of Variances

t-test for Equality of Means

F Sig. t df Sig. (2- tailed)

Mean Difference

Std. Error Difference

95% Confidence

Interval of the Difference

Lower Upper

I wish I looked like a

Equal variances assumed

.732 .393 -

.041 173

(p- value).968

(mean diff) -.011

.276 -.555 .533

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Independent Samples Test

Levene's Test for

Equality of Variances

t-test for Equality of Means

F Sig. t df Sig. (2- tailed)

Mean Difference

Std. Error Difference

95% Confidence

Interval of the Difference

Lower Upper

swimsuit model

Equal variances

not assumed

-

.041 171.950 .968 -.011 .276 -.555 .533