SG7012 STRATEGIC BUSINESS ANALYTICS ASSIGNMENT SAMPLE 2023

1.0 Introduction

The assignment is on the perception study of the stereotypes of gender inequality with respect to different fashion products and beauty products. First of all it is important to understand what is meant by the term gender stereotypes. Gender stereotypes refer to the usage of cultural perceptions of attraction and acceptance of desirable men and women, thereby exploiting their gender specific roles and hence common advertisement of such beauty products and fashion products. According to gender stereotypes, women are portrayed as of delicate feminine nature, astonishingly beautiful, flawless in physical appearance, thereby reserving small physical spaces in nature while men are portrayed as those possessing strong and masculine characters with perfectly shaped bodies, reserving large amounts of physical spaces so as to maintain masculinity and power(Adams,et al.2019).Jamie Drout’s interest in perception study of stereotypes of gender within the advertisement of different beauty products and services, do perceive the methodology of empowerment marketing. Empowerment marketing or empowerment advertisement in contrast to gender stereotypes, communicate the differences in a visual manner which are unique for each and every individual, and here men and women represent the diversification based on beauty, different levels of perceived masculinity and femininity, body shape and so on.

2.0 Methodology

The coursework or exercise of transformation of a data-set which was semi-structured to a report which displays information by the advertisement company was purely fictional and required deployment of possible surveys to customers so as to get their opinions on stereotypes in marketing or advertisement of health and beauty products. These surveys comprised of different questions and the successive use of excel to get the calculations and graphics and everything virtually (Kanter, and Boza, 2020).For instance, cross tables and pivot tables were put in use for understanding of consumer perceptions with regard to advertising strategies.

3.0 Findings and Results

Some of the key insights how analysis of data can be done subsequently for the determination of analytics of business which results in better understanding of different types of stereotypes versus advertisement for empowerment are:

Variable definition in the form of gender
Variable definition in the form of age
Variable definition in the form of education
Variable definition in the form of income.
Variable definition in the form of spending.
Variable definition in the form of ad frequency.
Variable definition in the form of stereotype in which it is classified as another interval variable.
Variable definition in the form of reinforcing
Variable definition in the form of transform
Variable definition in the form of percentage of empowerment

4.0 Discussion

Frequency distribution

Transform	Count of Ad Frequency
Agree	30
Disagree	1
Neutral	6
Somewhat Agree	35
Somewhat Disagree	1
Strongly Agree	32
Grand Total	105

Figure 1: Graphical representation of Pivot table on transform

(Source: Self created in MS-excel)

The above table/chart depicts that a majority of the respondents, which are vast numbers, somehow agree to transform (Gleason, et al, 2017).30 agree,35 somewhat disagree and 32 strongly agree. Only a few (merely 2) respondents disagree with the statement. Out of the 105 respondent(Huh and Malthouse, 2020).

s,97(nearly 92%)respondents agree or somewhat agree or strongly agree that empowerment advertising or empowerment marketing provides a source of communication explicitly mentioning the unique differences in each individual and thereby, helping in the transformation of gender stereotypes in a cultural way. Such evidences help in the suggestion of perceived benefits of empowerment advertising or empowerment marketing.

Frequency distribution

empowerment	frequency
0%	36
1%	10
2%	6
3%	1
5%	13
7%	1
8%	2
10%	27
15%	3
20%	4
25%	1
30%	1
Grand Total	105

Figure 2: Graphical representation of Pivot table on empowerment

(Source: Self created in MS-excel)

The graph of empowerment indicates the empowerment frequency of the case (Talbot,2019). In that matter 0% employment’s frequency is 36,1%empowerment’s frequency is 10,5%empowerment’s frequency is 13 and 10%empowerment’s frequency is 27.Only a few(merely 2)respondents are empowered above the 20%mark.Out of 105 respondents,69 respondents are empowered below the 10% mark while 99 respondents are empowered below the 20% mark indicating that empowerment advertising or empowerment marketing should be done explicitly such that empowerment of gender stereotypes happen and benefits of empowerment advertising or empowerment marketing perceived.

Frequency distribution
Row Labels	Count of Education
Associate Degree	6
Bachelor Degree	44
Doctorate Degree	10
High school diploma	3
J.D.	1
M.D	1
Master Degree	16
Some undergraduate courses	24
Grand Total	105

Figure 3: Graphical representation of Pivot table on education

(Source: Self created in MS-excel)

The table depicted above or chart depicts that a majority of the respondents are educated (Roberts,2019).44 have a bachelor’s degree,24 have done some undergraduate courses and 16 have a master’s degree. Only a few (merely 2) have done J.D. and M.D.Out of the 105 respondents,78 respondents have done graduation indicating that empowerment marketing or empowerment advertising explicitly helps in the communication of gender stereotypes happen in an educated way and hereby more perceived benefits of empowerment advertising or empowerment marketing be ripped.

Frequency distribution

Row Labels	Count of Income
$0 to < $10,000	24
$10,000 to < $20,000	21
$110,000 to < $130,000	3
$150,000 or more	1
$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
Grand Total	105

Figure 4: Graphical representation of Pivot table on income

(Source: Self created in MS-excel)

The above table/chart depicts that a majority of the respondents, which are vast numbers, are somehow able to make some income (Prugh,2018).24 do earn any amount <$10000 ,21 earn any amount between $10000 and $20000 while 15 earn any amount between $20000 and $30000..Only a few (5)respondents earn a salary greater than $90000 but less than $110000 .Out of the 105 respondents,49 respondents earn something within $150000 considering that empowerment advertising or empowerment marketing provides a source of communication explicitly mentioning the unique differences in each and every income slab and thereby, helping in the analysis of income slabs in a cultural way. Such evidences help in the suggestion of perceived benefits of empowerment advertising or empowerment marketing.

Frequency distribution

Row Labels	Count of Reinforcing
Drastic	35
Influential	62
Limited	5
Trivial	3
Grand Total	105

Figure 5: Graphical representation of Pivot table on Reinforcing Gender Stereotype

(Source: Self created in MS-excel)

The above table/chart depicts that a majority of the respondents, which are vast numbers, are somehow able to make reinforcing gender stereotype(Ashton,2019).35 have drastic count of reinforcing ,62 have influential count of reinforcing and 5 have limited count of reinforcing. Only a few (3) respondents have trivial count of reinforcing .Out of the 105 respondents,97 respondents(nearly 92%) have or boasts of some limited count of reinforcement of gender stereotypes and considering that empowerment advertising or empowerment marketing provides a source of communication explicitly mentioning the unique differences in each and every count of reinforcements and thereby, helping in the analysis of the concept of reinforcing gender stereotype in a cultural way. Such evidences help in the suggestion of perceived benefits of empowerment advertising or empowerment marketing.

Cross Tabulation

Count of Transform	Transform
Empowerment%	Agree	Disagree	Neutral	Somewhat Agree	Somewhat Disagree	Strongly Agree	Grand Total
0%	11	1	2	14	1	7	36
1%	2			2		6	10
2%	2			2		2	6
3%						1	1
5%	3			4		6	13
7%						1	1
8%			1	1			2
10%	10		2	7		8	27
15%				2		1	3
20%	2			2			4
25%				1			1
30%			1				1
Grand Total	30	1	6	35	1	32	105

Empowerment and Transform

Figure 6: Graphical representation of Cross tabulation of Empowerment and Transform

(Source: Self created in MS-excel)

The above percentage of advertisement depicts that respondents have a view or hear per day that utilize empowerment advertising or empowerment marketing and very few respondents have had heard/viewed empowerment marketing previously(Berlemann,2017).The above table demonstrates that 32(11+14+7) respondents strongly agree or somehow agree or agree that empowerment marketing or empowerment advertisement helping in bringing transformation of gender stereotypes in a cultural way, have not heard of any such advertisement for empowerment previously.However,25(10+7+8)respondents coming under the same transform group have previously heard or viewed at least 10% of empowerment advertising or empowerment marketing. Among the group,2 respondents have never viewed or heard of empowerment marketing or empowerment advertisement and hence, disagree or somehow disagree that such advertisements or marketing will bring in transformation of gender stereotypes.


Count of Gender	GENDER
EMPOWERMENT %	Female	Male	Grand Total
0%	32	4	36
1%	7	3	10
2%	4	2	6
3%	1		1
5%	11	2	13
7%	1		1
8%	1	1	2
10%	24	3	27
15%	3		3
20%	2	2	4
25%		1	1
30%		1	1
Grand Total	86	19	105

Table Empowerment and Gender

The above percentage of advertisement depicts that respondents have a view or hear per day that utilize empowerment advertising or empowerment marketing and very few respondents have had heard/viewed empowerment marketing previously(Olagunju,2020).The above table demonstrates that 36(32+4) respondents have nil empowerment percentage regarding empowerment marketing or empowerment advertisement helping in empowerment of gender stereotypes in a cultural way.However,27(24+3)respondents coming under the same empowerment percentage group had 10% of empowerment in regard to empowerment advertising or empowerment marketing. Among the group, only 1 respondent had 30%of empowerment quota in regard to empowerment marketing or empowerment advertisement and hence, it depicts that how such advertisements or marketing will bring in empowerment of gender stereotypes.

Count of Stereotype	Reinforcing
Ad Frequency	Drastic	Influential	Limited	Trivial	Grand Total
0		1			1
1		1			1
2	3	3			6
3	1	4	1		6
4		2			2
5	4	5	1	1	11
6	1	3			4
7		1			1
9	1				1
10	3	14	2		19
12		1			1
15	2	3	1		6
20	5	9			14
25	2	2			4
30	1				1
35	1	2			3
37		1			1
40	1				1
45	1				1
50	4	3		1	8
55		1			1
65	1			1	2
75		1			1
100	2				2
150		3			3
300	1				1
400		1			1
600	1				1
1100		1			1
Grand Total	35	62	5	3	105

Table: Ad Frequency, Stereotype and Reinforcing

(Source: self-created)

The above chart/table depicts the different forms of reinforcings-drastic,influential,limited and trivial based on ascending order of ad frequency and count of stereotypes in which there exists 105 respondents(Steel,2021).From the table, it can be made out that 35 have drastic form of reinforcing,62 have influential form of reinforcing,5 limited form of reinforcing while 3 having trivial type of reinforcing.

Count of Education	EDUCATION
EMPOWERMENT %	Associate Degree	Bachelor Degree	Doctorate Degree	High school diploma	J.D.	M.D	Master Degree	Some undergraduate courses	Grand Total
0%	2	15	5	1	1		6	6	36
1%		1	3				1	5	10
2%		3		1			1	1	6
3%	1								1
5%	1	4	1				1	6	13
7%		1							1
8%		1		1					2
10%	2	13	1			1	5	5	27
15%		1					1	1	3
20%		3					1		4
25%		1							1
30%		1							1
Grand Total	6	44	10	3	1	1	16	24	105

Table: Empowerment and Education

(Source: self-created)

The above percentage of advertisement depicts that respondents have a view or hear per day that utilize empowerment advertising or empowerment marketing and very few respondents have had heard/viewed empowerment marketing previously. The above table demonstrates that 36(2+15+5+1+1+6+6) respondents have nil empowerment percentage regarding empowerment marketing or empowerment advertisement helping in bringing of empowerment of gender stereotypes on education grounds but having a minimum qualification of undergraduate level.However,27(2+13+1+1+5+5)respondents under the same empowerment percentage group had 10% of empowerment in regard to empowerment advertising or empowerment marketing. Among the group, only 1 respondent had 30%of empowerment quota in regard to empowerment marketing or empowerment advertisement and hence, it depicts that how such advertisements or marketing will support the cause of education for empowerment of different gender stereotypes.

Count of Education	Education
TRANSFORM %	Associate Degree	Bachelor Degree	Doctorate Degree	High school diploma	J.D.	M.D	Master Degree	Some undergraduate courses	Grand Total
Agree	1	15	2			1	4	7	30
Disagree		1							1
Neutral		2	1				2	1	6
Somewhat Agree	1	19	6	2			6	1	35
Somewhat Disagree					1				1
Strongly Agree	4	7	1	1			4	15	32
Grand Total	6	44	10	3	1	1	16	24	105

Table: Transform and education

(Source: self-created)

The above chart/table advertisement depicts that respondents have a view or hear per day that utilize empowerment advertising or empowerment marketing and very few respondents have had heard/viewed transformation of gender stereotypes based on education in empowerment marketing. The above table demonstrates that 35(1+19+6+2+6+1) respondents agree to somewhat extent that empowerment marketing or empowerment advertisement helping in bringing transformation of gender stereotypes in a knowledgeable way.However, 32(4+7+1+1+4+15) respondents coming under the same transform group strongly disagree that education can help in bringing of transformation of the current gender stereotypes. Among the group, 1 respondent disagree to somewhat extent that such advertisements or marketing will bring in transformation of gender stereotypes and thereby showcase the need of education.

Count of Gender	Gender
Transform%	Female	Male	Grand Total
Agree	25	5	30
Disagree		1	1
Neutral	5	1	6
Somewhat Agree	26	9	35
Somewhat Disagree	1		1
Strongly Agree	29	3	32
Grand Total	86	19	105

Table: Transform and Gender

(Source: self-created)

The above table of advertisement depicts that respondents have a view or hear per day that utilize empowerment advertising or empowerment marketing and very few respondents have had heard/viewed transformation of gender stereotypes based on gender stereotypes in empowerment marketing. The above table demonstrates that 35(26+9) respondents agree to somewhat extent that empowerment marketing or empowerment advertisement helping in bringing transformation of gender stereotypes.However,32(29+3)respondents coming under the same transform group strongly agree that such sorts of advertisements or marketing can help in bringing of transformation of the current gender stereotypes. Among the group,2 respondents disagreed that such advertisements or marketing will bring in transformation of the modern gender stereotypes that are still looked upon and well maintained.

Descriptive Statistics

Ad Frequency

Mean	45.45714286
Standard Error	12.65691278
Median	12
Mode	10
Standard Deviation	129.6947621
Sample Variance	16820.73132
Kurtosis	45.57855465
Skewness	6.310268773
Range	1100
Minimum	0
Maximum	1100
Sum	4773
Count	105
Largest(1)	1100
Smallest(1)	0
Confidence Level(95.0%)	25.09913231

Table: Descriptive statistics ad frequency

(Source: Self-created)

The descriptive statistics table above depicts that on an average(mean), respondents view or hear almost 45.45 numbers of beauty and hygiene advertisements on a daily basis (Huh and Malthouse, 2020).

.These include references to televisions, billboards ,internet, bradio, newspaper, magazine and through direct mail. The median advertisements viewed or heard per day is 12(the middle number of adverts where the number of advertisements heard or viewed are arranged in ascending/descending order).The maximum number of advertisements viewed or heard per day is 10(mode).As the mean is greater than median and mode, the distribution is positively skewed. The above table shows a skewness of about 6.3 which suggests high degree of skewness since coefficient of skewness is greater than 1.The kurtosis which refers to the demonstration of preakness/flatness for the given distribution is approximately 45.58.This indicates that the distribution of the number of advertisements viewed/heard per day is peaked to somewhat extent with less dispersion.

Descriptive Statistics

Age

Mean	29.26667
Standard Error	1.152658
Median	24
Mode	23
Standard Deviation	11.81123
Sample Variance	139.5051
Kurtosis	2.180954
Skewness	1.796609
Range	49
Minimum	19
Maximum	68
Sum	3073
Count	105
Largest(1)	68
Smallest(1)	19
Confidence Level(95.0%)	2.285764

Table: Descriptive statistics age

(Source: Self-created)

The descriptive statistics in the form of chart above depicts that on an average(mean), respondents view or hear beauty and hygiene advertisements within the age limit of 29.27years on a daily basis(Deng,et al.2019 ).These include references to televisions, billboards, internet, radio, newspaper, magazine and through direct mail. The median age limit who hear or view advertisements per day is 24(the middle number depicting the age of the viewer where the age limit of the viewers or hearers are arranged in ascending/descending order).The maximum age of the respondents viewed or heard per day is 23(mode).As the mean is greater than median and mode, the distribution is positively skewed. The above table shows a skewness of about 1.8 which suggests high degree of skewness since coefficient of skewness is greater than 1.The kurtosis which refers to the demonstration of peakness/flatness for the given distribution is approximately 2.18.This indicates that the distribution of the age of the viewers/listeners per day is flat with wide degree of dispersion.

Descriptive Statistics

Spending

Mean	649.9238
Standard Error	78.70544
Median	400
Mode	500
Standard Deviation	806.4908
Sample Variance	650427.3
Kurtosis	10.47075
Skewness	2.910982
Range	4980
Minimum	20
Maximum	5000
Sum	68242
Count	105
Largest(1)	5000
Smallest(1)	20
Confidence Level (95.0%)	156.0758

Table: Descriptive statistics on spending

(Source: Self-created)

The descriptive statistics in the above table depicts that on an average(mean), respondents spend an amount of 649.92rupees on beauty and hygiene products based on advertisements on a daily basis(Gakiia and Murigi, 2019).These include references to televisions, billboards, internet, radio, newspaper, magazine and through direct mail. The median spending limit based on hearing or viewing of advertisements per day is 400(the middle number depicting the amount spent by the viewers where the amount spent by the viewers or hearers are arranged in ascending/descending order).The maximum amount spent by the respondent based on viewing or hearing per day is 500 (mode).As the mean is greater than median and mode, the distribution is positively skewed. The above table shows a skewness of about 2.91 which suggests high degree of skewness since coefficient of skewness is greater than 1.The kurtosis which refers to the demonstration of peakness/flatness for the given distribution is approximately 10.47.This indicates that the distribution of the spending of the viewers/listeners per day is peaked to somewhat extent with less dispersion.

Descriptive Statistics

Stereotype

Mean	43.38095
Standard Error	12.18002
Median	10
Mode	10
Standard Deviation	124.808
Sample Variance	15577.05
Kurtosis	44.4728
Skewness	6.236635
Range	1050
Minimum	0
Maximum	1050
Sum	4555
Count	105
Largest(1)	1050
Smallest(1)	0
Confidence Level(95.0%)	24.15343

Table: Descriptive statistics on stereotypes

(Source: Self-created)

The descriptive statistics in the above drawn table depicts that on an average(mean), there exists 43.38 number of stereotypes on beauty and hygiene products based on advertisements on a daily basis. These include references to televisions, billboards, internet, radio, newspaper, and magazine and through direct mail. The median number of stereotypes based on hearing or viewing of advertisements per day is 10(the middle number depicting the number of stereotypes of viewers arranged in ascending/descending order).The maximum number of stereotypes of the respondents based on viewing or hearing per day is 10(mode).As the mean is greater than median and mode, the distribution is positively skewed. The above table shows a skewness of about 6.24 which suggests high degree of skewness since coefficient of skewness is greater than 1.The kurtosis which refers to the demonstration of peakness/flatness for the given distribution is approximately 44.47.This indicates that the distribution of the number of stereotypes of the viewers/listeners per day is peaked to somewhat extent with less dispersion.

5.0 Conclusion and Recommendations

From the above analysis of pivot tables and cross tabulations, it can be concluded that:

The data collected from the coursework is classified as categorical because of the multiple categories available (male and female),but there exists no logical way of ranking.Since,there exists two mere categories, the data analysis is considered dichotomous (Deng,et al.2019).

Here numerical values are asked and compared with other values for a specific ratio. Additionally, there cannot be a value of 0(zero) as it would mean someone taking the survey is having an age of 0(zero) years. Hence, it can be concluded that this data set is classified in the form of a ratio (Gakiia and Murigi, 2019).

There Exists 9 possible categorizations and these when ranked in a logical manner helps in determination, for instance, degree of masters is one step farther in education when compared to a bachelor degree. However, all categories are not determined to have the same spacing in between(like the difference between High School Diploma and Some Class of Undergraduate level).As they possess an order without the interval of logical spacing, such datasets are considered ordinal.

Here the data follows a similar pattern with regard to education and the ranking occurs in a logical way from that of lowest income to that of highest income. Additionally, such categories have a predefined specific numeric value which allows distinction based on equal spacing and since the intervals between each category can be determined, such a dataset is classified in the form of interval (Huh and Malthouse, 2020).

There exists no categories for respondents, but there exists numerical values. This implies dataset for such questions can be ranked and its intervals measured, to classify it in the form of other variable based intervals.

Here respondents are asked to provide a numeric variable based on which datasets are ranked and compared. Because 0(zero) forms a possible answer to these sorts of questions, these variables are not classified as a ratio.

This includes several response categories. Such categories are often ranked from being the most important(drastic) to the least important(Trivial)in the form of reinforcing gender stereotypes. However, the two categories are incomparable numerically and there exists no difference between those referred to as drastic and influential ,hence such datasets are ordinal.

Here a scale of measurement of potential responses is introduced. According to its nature, Likert scale is taken and ranked in the order positive to negative or vice versa. Here categories are ranked ranging from positive(strong agreement) to negative(strong disagreement) and it can be concluded as an ordinal variable.

Here also respondents are again asked to enter numerical value rather than selection from a given or provided list. The values range from 0(zero) to 100(hundred) in the form of percentage which should be a real number. While dealing with explicit numbers, the values are ranked and intervals compared, and such variables are classified as intervals.

Reference list

Journals

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