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Coding Scheme

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on April 24, 2006 at 7:32:01 am

In order to decode the entire survey, we created two separate coding schemes. The first scheme (C1) focuses on various general influences print advertisments have on young adults, while the second set (C2) focuses particularily on the perceptual differences with each gender. The remaining statistical questions were not coded, but were recorded and noted.

C1 1) When viewing print ads, which term best describes how the images make you feel about your looks?

(a) Confident (b) Pretty good (c) Neutral (d) Self-conscious (e) Unattractive

C1 2) Which term best describes how you feel about the opposite sex in print ads?

(a) Overwhelmed (b) Aroused (c) Neutral (d) Not interested (e) Turned-off

C1 3) Which term best describes your feelings when you see the opposite sex provocatively dressed in print ads?

(a) Turned-off (b) Not interested (c) Neutral (d) Interested (e) Excited

C2 4) In print ads, what is the common theme that you notice?

(a) Females being overly-feminine (b) Males being overly-masculine (c) Both (d) Neither (e) Unsure

C1 5) How much of an affect do you believe print ads have on the way you view gender roles?

(a) A lot (b) Somewhat (c) Unsure (d) Very little (e) None at all

C2 6) Where are you most likely to encounter a print ad?

(a) Magazine (b) Newspaper (c) Billboard (d) Poster (e) Flyers

C1 7) In general, print ads...

(a) Anger me (b) Annoy me (c) Does not affect me positively or negatively (d) Entertain me (e) Influence me

C2 8) In print ads, females are generally selling products aimed toward which gender?

(a) Females (b) Males (c)Both (d) Neither (e) Unsure

C2 9) In print ads, males are generally selling products aimed toward which gender?

(a) Females (b) Males (c) Both (d) Neither (e) Unsure

not encoded 10) Which group best describes your age range?

(a)18-20 (b) 21-23 (c) 24-25 (d) 26+

not encoded 11) What is your gender?

(a) Male (b) Female

not encoded 12) Which response best describes your ethnicity?

(a) Caucasian (b) African-American (c) Hispanic (d) Other

We assigned each response question points based on a scale from one to five in ascending order from "hard to influence" to "easily influenced" with the middle being neutral. In the spirit of having an aesthetically balanced survey, we alternated the order of the weight of the responses so that our particpants would not notice the pattern and answer hurriedly and inaccurately. We summed the highest and lowest possible point score for this particular set of questions, then divided the spread by six giving us five categories. These categories correspond with respects to the gravity of each question on the likert scale.

The same standard as with C1, with the exception of our scale greatly changing.

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I. LiteratureReview

The entire group is assigned to complete one literature review. The purpose of this action will be to conduct research on a previous study, as it is related to our current topic. Upon reading the past study, an abstract will be posted of that reading.

II. Content Analysis

Each member of the group will be responsible for viewing various magazines. Upon doing so, a set comparison analysis will be determine to serve as a comparison level of other noticeable trends in print ads, mostly seen in magazines.

III. SurVey

Erin and Candice will be responsible for generating enough questions that will objectively ask participants their thoughts and ideas of gender roles and how they are viewed in print ads. These questions will help the group in determining the answer to the research question and discovering the validity of the hypotheses.

IV. Coding Scheme

Maggie and Marcel will be responsible for coming up with the coding scheme to answer our hypothesis as well as our overall research question

V. ResUlts

Valene and Amanda will be responsible for equally distributing the surveys among Georgia State University students. They were responsible for developing coding strategies to prove or disprove the hypotheses. The surveys were individually coded based on the responses and were used to measure the print ads' influence of how young adults assess gender roles. They generated graphs to correspond to the data analysis and the hypotheses. They wrote a conclusion to correspond with the data that they collected.

VI. DisCussion

The entire group will be responsible for discussing the results further and noting some of the limitations of this study. Also, we will be discussing some of the difficulties we encountered on the way.

VII. ConcluSion

This portion of the project will formally discuss which hypotheses were proven, along with discussion of grounds for more research.

VIII. ReferEnces

Noted in APA style, this section will serve as a reference point to the six previous studies conducted on the group's current research topic of print ads and gender roles.

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Coding Scheme

Coding Scheme

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