Using Business Analytics to Understand Advertising
Data Classification
| Gender | No of Samples | Ad Frequency (avg) | Stereotype (avg) | Stereotype % | Reinforcing (avg) | Transform (avg) |
| Female | 86 | 46.90697674 | 45.24418605 | 96.46% | 3.348837209 | 1.88372093 |
| Male | 19 | 38.89473684 | 34.94736842 | 89.85% | 2.684210526 | 1.368421053 |
| Grand Total | 105 | 45.45714286 | 43.38095238 | 95.43% | 3.228571429 | 1.79047619 |
The column charts above show the split of how the Males and Females responded about the degree of reinforcement and the transformation the stereotype or empowering ads do respectively.
Let us now see how respondents with different education levels see these ads
| Education | No of Samples | Ad Frequency (avg) | Stereotype (avg) | Stereotype % | Reinforcing (avg) | Transform (avg) |
| Associate Degree | 6 | 205 | 189.5 | 0.9243902 | 3 | 2.5 |
| Bachelor Degree | 44 | 21.13636364 | 19.886363 | 0.9408602 | 3.06818181 | 1.545454545 |
| Doctorate Degree | 10 | 29.5 | 28.9 | 0.9796610 | 3.2 | 1.3 |
| High school diploma | 3 | 9 | 8.6666666 | 0.9629629 | 3.3333333 | 1.66666666 |
| J.D. | 2 | 27.5 | 22.5 | 0.8181818 | 3 | 0.5 |
| Master Degree | 16 | 51.75 | 50.5 | 0.9758454 | 3.25 | 1.625 |
| Some undergraduate courses | 24 | 58.6666666 | 57.291666 | 0.9765625 | 3.5833333 | 2.5 |
| Grand Total | 105 | 45.4571428 | 43.380952 | 0.9543264 | 3.2285714 | 1.79047619 |
From the above summary of the data, we can say that among the respondents of different educational level, generally, all respondents felt that the proportion of the ads showing stereotype ads are same as the other respondents. Similarly, all respondents also felt that these ads are equally reinforcing the stereotypes. But, respondents with associate degree and JD felt that the empowering ads are more transformational than the rest.
The column chart above shows the split of how the respondents with different educational levels responded about the degree of reinforcement the stereotype ads do
The column chart above shows the split of how the respondents with different educational levels responded about the degree of transformation the empowering ads do.
Let us now see how respondents with different income levels see these ads
| Income | No of Samples | Ad Frequency (avg) | Stereotype (avg) | Stereotype % | Reinforcing (avg) | Transform (avg) |
| $0 to < $10,000 | 24 | 42.25 | 40.666666 | 96.25% | 3.1666666 | 1.9166666 |
| $10,000 to < $20,000 | 21 | 17.76190476 | 17.333333 | 97.59% | 3.5238095 | 1.8571428 |
| $110,000 to < $130,000 | 3 | 88.3333333 | 85 | 96.23% | 2.3333333 | 1.3333333 |
| $150,000 or more | 1 | 20 | 20 | 100.00% | 4 | 3 |
| $20,000 to < $30,000 | 15 | 52.6666666 | 47.666666 | 90.51% | 3.2 | 1.7333333 |
| $30,000 to < $40,000 | 14 | 96.07142857 | 92.42857 | 96.21% | 3.0714285 | 2.0714285 |
| $40,000 to < $50,000 | 3 | 16.66666667 | 14 | 84.00% | 3.3333333 | 2 |
| $50,000 to < $60,000 | 9 | 14.33333333 | 13.222222 | 92.25% | 3.3333333 | 1.777777 |
| $60,000 to < $70,000 | 5 | 8 | 7 | 87.50% | 3.4 | 1 |
| $70,000 to < $80,000 | 4 | 158.5 | 156 | 98.42% | 3.25 | 1.75 |
| $80,000 to < $90,000 | 1 | 3 | 2 | 66.67% | 3 | 1 |
| $90,000 to < $110,000 | 5 | 22 | 21.8 | 99.09% | 2.8 | 1.2 |
| Grand Total | 105 | 45.4571428 | 43.380952 | 95.43% | 3.2285714 | 1.7904761 |
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Descriptive Statistics
From the above summary of the data, we can say that among the respondents of different income level, generally, all respondents felt that the proportion of the ads showing stereotype ads are same as the other respondents. There are some income levels where the proportions vary, but there is no trend in the variation and could be attributed to randomness. Similarly, all respondents also felt that these stereotypes ads are equally reinforcing and that the empowering ads are equally transformational without any observable trend with the change in income levels.
Another, important aspect that we would like to analyze is if the amount of spending on beauty products that the respondents do make them see these ads differently. Lets us see the data from the respondents to understand this.
| Spending | No of Samples | Ad Frequency (avg) | Stereotype (avg) | Stereotype % | Reinforcing (avg) | Transform (avg) |
| 0-99 | 10 | 19.50 | 18.90 | 96.92% | 3.00 | 1.60 |
| 100-199 | 11 | 132.64 | 127.18 | 95.89% | 3.18 | 1.64 |
| 200-299 | 17 | 26.12 | 24.53 | 93.92% | 3.29 | 1.29 |
| 300-399 | 12 | 26.42 | 25.58 | 96.85% | 3.58 | 2.08 |
| 400-499 | 8 | 69.13 | 65.88 | 95.30% | 2.75 | 1.75 |
| 500-599 | 14 | 20.93 | 17.14 | 81.91% | 3.07 | 1.64 |
| 600-699 | 7 | 34.29 | 33.43 | 97.50% | 3.29 | 2.29 |
| 700-799 | 2 | 53.00 | 53.00 | 100.00% | 3.50 | 2.00 |
| 800-899 | 2 | 10.00 | 10.00 | 100.00% | 3.50 | 3.00 |
| 1000-1099 | 6 | 26.33 | 23.50 | 89.24% | 3.33 | 2.33 |
| 1200-1299 | 1 | 10.00 | 10.00 | 100.00% | 3.00 | 2.00 |
| 1500-1599 | 7 | 29.43 | 29.43 | 100.00% | 3.29 | 1.29 |
| 2000-2099 | 2 | 30.00 | 28.50 | 95.00% | 3.50 | 2.50 |
| 2500-2599 | 3 | 210.00 | 206.67 | 98.41% | 3.33 | 2.67 |
| 3000-3099 | 1 | 2.00 | 2.00 | 100.00% | 3.00 | 1.00 |
| 4000-4099 | 1 | 75.00 | 75.00 | 100.00% | 3.00 | 2.00 |
| 4900-5000 | 1 | 5.00 | 5.00 | 100.00% | 4.00 | 3.00 |
| Grand Total | 105 | 45.46 | 43.38 | 95.43% | 3.23 | 1.79 |