CHAPTER- IV
DATA CLASSIFICATION AND ANALYSIS
CHAPTER IV
DATA CLASSIFICATION AND ANALYSIS
4.1 Introduction
This chapter deals with the description of the method employed for gathering data and analysis of research question and the sample chosen which forms the basis of the study. It also includes a description of the method used to conduct this research. This study was conducted to map how useful is a photographic image in a newspaper advertisement and how it is perceived by teenagers. The study included a three page questionnaire which was distributed to 200 teenagers of Mangalore City who read newspapers and have noticed ads in newspapers. This chapter describes the research design, the procedures that were followed, the subjects of the study, the instruments that were developed for data collection, and the methods for data analysis.
4.2 Data Collection
Data was collected through 200 questionnaires that were distributed to those teenagers who read newspapers and have noticed ads in newspapers which included 100 girls and 100 boys were chosen by the researcher for the study to ensure that the study is unbiased and balanced. Data were collected from various teenagers of different colleges of Mangalore City. The responses were entered into a single database, and the data was calculated manually.
4.3 Analysis
Descriptive statistics were analyzed and frequencies of all variables were computed. Demographic variables like age, gender and occupation were checked for possible relations with various individual variables. Data are presented through bar graphs and pie charts.
4.4 Findings:
4.3.1 Characteristics of the respondents of the survey. A total of 200 respondents participated in the survey. The researcher has studied the age, gender and occupation of the respondents of the survey.
Age
(Figure 1)
Figure 1: Shows the age distribution of the respondents. The respondents’ are teenagers between the age group of “13-19”.
Occupation
(Figure 2)
Figure 2: Shows that a majority of the respondents are students and 3% respondents are working class.
The questions that were asked and the responses of the respondents of the survey are as follows:
Do you read newspapers?
(Figure 3)
Figure 3: Shows that 90% of the respondents read newspapers; this gives a new scope for marketers to choose newspapers as a best medium to target the teenagers for advertising their product.
Have you ever noticed any ad in newspapers?
(Figure 4)
Figure 4: Shows 90% of the respondents have noticed ads in newspapers and 10% of the respondents did not notice any ads in newspaper.
What kind of ad attracts you the most in newspapers?
(Figure 5)
Figure 5: Shows that 42% of the respondents are attracted towards clothing ad, 27% towards food ads, and 26% towards Jewelry ads. This reveals that teenagers observe ads which are of their interest
What do you look the most in these ads?
(Figure 6)
Figure 6: Shows the different contents what teenagers look for the most in these print ads. 39% of the respondents observe the “Photographic images”, 31% of the respondents observe the “Design”, 22% of the respondents observe the “Colour”, rest 5% observed “Nearby outlet” in these ads.
Do you know about ‘Pantaloons’?
(Figure 7)
Figure 7: Shows that 92% of the respondents were aware of the brand Pantaloons and rest of the respondent did not know about the brand Pantaloons.
How do you know about ‘Pantaloons’?
(Figure 8)
Figure 8: Shows that 40% of the respondents came to know about Pantaloons ads through newspapers.
Have you ever noticed any ‘Pantaloons’ ads in newspaper?
(Figure 9)
Figure 9: Shows that 60% of the respondents have noticed Pantaloons ads in newspapers.
40% of the respondents did not notice any ads of Pantaloons in newspapers.
Newspapers
(Figure 10)
Figure 10: Shows the leading newspapers in which the respondents noticed brand Pantaloons ads.
Displayed below are two print ad images of the brand “Pantaloons”. The next few
questions are based on these images.
Image 1:
Image 2:
Have you ever noticed the above ad in any of the leading newspaper?
Image 1
(Figure 11)
Figure 11: Shows that 53% of the respondents have noticed image 1 in leading newspapers and 47% respondents have not noticed this ad in any of the leading newspapers.
Image 2
(Figure 12)
Figure 12: Shows that 61% of the respondents have not noticed image 2 in leading newspapers and 39% respondents have noticed the ad in leading newspapers.
What according to you is the ad trying to claim/advertise?
Image 1
(Figure 13)
Figure 13: Shows the respondents opinions about the product claim in Image 1
Image 2
(Figure 14)
Figure 14: Shows the respondents opinions about the product claim in Image 2.
What is most appealing in this above ad?
Image 1
(Figure 15)
Figure 15: Shows the most appealing factor the respondents felt in Image 1.
Image 2
(Figure 16)
Figure 16: Shows the most appealing factor the respondents felt in Image 2.
Do colours in the ad attract you?
Image 1
(Figure 17)
Figure 17: Shows that 77% of the respondents agree that “colour” in Image 1 attracted them and 22% of the respondents did not agree.
Image 2
(Figure 18)
Figure 18: Shows that 63% of the respondents agree that “colour” in Image 2 attracted them and 37% of the respondents did not agree.
Do you think the ad claim is genuine, or it is an exaggeration?
(Figure 19)
Figure 19: Show that 57% of the respondents think that Image 1 is “Genuine”. 43% of
the respondents think that Image 2 is “Genuine”. Rest of the respondents thinks it’s
exaggerated.
(Figure 20)
Figure 20: Show that 31% of the respondents think that Image 1 is “Exaggerated”. 43% of
the respondents think that Image 2 is “Exaggerated”. Rest of the respondents thinks it’s
‘Genuine’.
If you think there is exaggeration, what elements are they?
Image 1
(Figure 21)
Figure 21: Shows that 56% of the respondent says that “Colour” founded to be exaggerated, 28 % of the respondent says that “Effects” founded to be most exaggerated and 16% says “Makeup” founded to be exaggerated.
Image 2
(Figure 22)
Figure 22: Shows that 30% of the respondent says that “Colour” founded to be exaggerated, 61 % of the respondent says that “Effects” founded to be most exaggerated and 9% says “Makeup” found to be exaggerated.
How much would you rate these above ads on the scale of 10 for its truthfulness?
Image 1
(Figure 23)
Figure 23: Shows the rating given by the respondents for Image1 for its truthfulness.
Image 2
(Figure 24)
Figure 24: Shows the rating given by the respondents for image 2 for its truthfulness
Would you talk to someone about this ad?
Image 1
(Figure 25)
Figure 25: Shows 60% of the respondents said they would talk about image 1to others and, 40% of the respondents said no.
Image 2
(Figure 26)
Figure 26: Shows 49% of the respondents said they would talk about image 2 to others and, 51% of the respondents said no.
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