2010 assignment.docx - Table of Contents 1.Executive...

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Table of Contents1.Executive Summary.........................................................................................................32. Introduction...................................................................................................................33. Qualitative Analysis.......................................................................................................33.1 Overall Summary of Focus Group Discussion..........................................................................33.2 Identification and Interpretation of the Key Themes..............................................................33.2.1 Key Themes............................................................................................................................................33.2.2 Interpretation of Theme 1.....................................................................................................................43.2.3 Interpretation of Theme 2.....................................................................................................................43.3 Verification of Theme via Secondary Sources.........................................................................43.4 Data Display...........................................................................................................................5..........................................................................................................................................5..........................................................................................................................................5..........................................................................................................................................5..........................................................................................................................................5..........................................................................................................................................5..........................................................................................................................................5..........................................................................................................................................5..........................................................................................................................................5..........................................................................................................................................5..........................................................................................................................................54. Quantitative Analysis.....................................................................................................54.2 Respondent Profile.................................................................................................................54.3 Tests of difference (Objective 3, 5, 6)......................................................................................64.4 Tests of association (Objective 2, 4, 7)....................................................................................65. Discussion......................................................................................................................76. Conclusion & Recommendation......................................................................................77. References.....................................................................................................................88. Appendix........................................................................................................................8
1.Executive Summary Qualitative and Quantitative data sources have been analysis to produce this marketing research report by identified and interpretation the key themes about the issues that affect the body image in magazine. In addition, a quantitative survey with the SPSS output shown in appendix is used to record down all the answer about what had influence the consumer response to the media images.2. Introduction Nowadays, body image is important and also a big issue for every magazine as the promoting image of model in the magazine are not in a good body image with thin and athletic body appearance, this had caused It is not easy to imply a direct relation between media images and the behavior and self-perception of an person. The purpose of this report is to interpret the raw data and to generates some ideas on how to influence the consumer response to the media image towards the magazine company. Discussion are provides to draws out all the main findings in thisreport, conclusion and recommendation are the sum up of the report and also some recommendation that helps the magazine company to generates some useful ideas that can influence its consumer response to the images in the media. 3. Qualitative Analysis 3.1 Overall Summary of Focus Group Discussion As the result of the analysis, some key themes are identified and interpreted in the focus group discussion by using secondary data sources. With these key themes, not all of the themes are direct to the MRO’s so they will be two key themes are the main themes throughout the whole focus group transcript, the following themes are minor.3.2 Identification and Interpretation of the Key Themes3.2.1 Key Themes1: Types of personality group 2: Certain personality types might be more vulnerable to images in the media
3: Types of person would be most influenced by the images 4: The media is related to individual’s behavior3.2.2 Interpretation of Theme 1Theme 1: Certain personality types might be more vulnerable to images in the media Upon the result of the participants in the focus group transcript, most of

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