Professional Documents
Culture Documents
Data Analysis
The following twelve tables illustrate the data for the Likert statements on the survey
instrument to substantiate and verify the hypothesis that “advertising in movie theaters affects
movie theater attendance.” Based on these results, the appropriate conslusions will be made in
1
The 12 tables below were cross-tabbed with age, gender, income and education of the
respondents. Since 79% of all moviegoers are age 18-49 (an overwhelming majority), so 30
years of age (49-18=31) seemed a good middle spot to create a demarcation of differing cultural
Table 1
(Question 1)
“I hate advertisements and commercials that are shown before a movie in theaters.”
By Age
Age SA A N D SD Totals
Under 30 N=0 (0%) N=5 (10%) N=5 (10%) N=23 N=17 50 (50%)
(46%) (34%)
30 and N=5 N=15 N=14 N=10 N=6 50 (50%)
above (10%) (30%) (28%) (20%) (12%)
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
2
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was
Data Analysis
The following twelve tables illustrate the data for the Likert statements on the survey
instrument. The statement “I hate advertisements and commercials that are shown before a movie
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot
Table 2
3
(Question 1)
“I hate advertisements and commercials that are shown before a movie in theaters.”
By Gender
Gender SA A N D SD Totals
Male N=13 (26%) N=12 (24%) N=8 (16%) N=13 (26%) N=4 (8%) 50 (50%)
Female N=21 (42%) N=13 (26%) N=5 (10%) N=8 (16%) N=3 (6%) 50 (50%)
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
4
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was
Data Analysis
The following twelve tables illustrate the data for the Likert statements on the survey
instrument. The statement “I hate advertisements and commercials that are shown before a movie
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot
Table 3
5
(Question 1)
“I hate advertisements and commercials that are shown before a movie in theaters.”
By Income
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
6
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was represented by
Data Analysis
The following twelve tables illustrate the data for the Likert statements on the survey
instrument. The statement “I hate advertisements and commercials that are shown before a movie
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot
7
Table 4
“I hate advertisements and commercials that are shown before a movie in theaters.”
(Question 1)
By Education
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
8
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was
Table 5
(Question 2)
“I will arrive late or miss part of the movie to avoid advertisements before a movie.”
By Age
Age SA A N D SD Totals
Under 30 0 (0%) 0 (0%) 4 (8%) 36 10 50 (50%)
(72%) (20%)
30 and above 6 12 9 (18%) 9 14 50 (50%)
(12%) (24%) (18%) (28%)
Total 6 (6%) 12 13 45 24 100 (100%)
(12%) (13%) (45%) (24%)
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
9
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was
Data Analysis
10
The following twelve tables illustrate the data for the Likert statements on the survey
instrument. The statement “I hate advertisements and commercials that are shown before a movie
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot
Table 6
(Question 2)
“I will arrive late or miss part of the movie to avoid advertisements before a movie.”
By Gender
Gender SA A N D SD Totals
Male 6 6 12 (24%) 21 5 50 (50%)
(12%) (12%) (42%) (10%)
Female 2 6 4 (4%) 22 16 (6%) 50 (50%)
(40%) (40%) (10%)
Total 8 (8%) 12 16 43 21 100 (100%)
(12%) (16%) (44%) (22%)
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
11
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was
Data Analysis
The following twelve tables illustrate the data for the Likert statements on the survey
instrument. The statement “I hate advertisements and commercials that are shown before a movie
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot
Table 7
(Question 2)
12
“I will arrive late or miss part of the movie to avoid advertisements before a movie.”
By Income
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
13
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was represented by
Data Analysis
The following twelve tables illustrate the data for the Likert statements on the survey
instrument. The statement “I hate advertisements and commercials that are shown before a movie
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot
Table 8
(Question 2)
“I will arrive late or miss part of the movie to avoid advertisements before a movie.”
By Education
14
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was
Table 9
(Question 3)
15
“Advertisements shown before the movies do not affect my movie attendance.”
By Age
Age SA A N D SD Totals
Under 30 15 18 9 (18%) 6 2 50 (50%)
(30%) (36%) (12%) (4%)
30 and above 11 (22%) 23 12 1 (2%) 3 50 (50%)
(46%) (24%) (6%)
Total 26 41 21 7 (3%) 5 100 (100%)
(26%) (41%) (21%) (9%)
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
16
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was
Data Analysis
The following twelve tables illustrate the data for the Likert statements on the survey
instrument. The statement “I hate advertisements and commercials that are shown before a movie
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot
Table10
(Question 3)
By Gender
Gender SA A N D SD Totals
Male 15 26 4 2 (4%) 3 50 (50%)
(30%) (52%) (8%) (6%)
Female 20 20 2 5 3 50 (50%)
(40%) (40%) (4%) (10%) (6%)
Total 35 46 6 7 (7%) 6 (6%) 100 (100%)
(35%) (46%) (6%)
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
17
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was
Data Analysis
18
The following twelve tables illustrate the data for the Likert statements on the survey
instrument. The statement “I hate advertisements and commercials that are shown before a movie
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot
Table 11
(Question 3)
By Income
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
19
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was represented by
Data Analysis
The following twelve tables illustrate the data for the Likert statements on the survey
instrument. The statement “I hate advertisements and commercials that are shown before a movie
at theaters.” was cross-tabbed with age, gender, income and education of the respondents. Since
79% of all moviegoers are age 18-49 (an overwhelming majority) 30 seemed a good middle spot
Table 12
20
(Question 3)
By Education
If the results were valid, it could be concluded that adults over age 30 are generally more likely
to be offended by advertising in movie theatres than adults less than 30 years of age. If the data
was from an actual survey, it would also imply that the younger demographic have a more
Affluent viewers are popular targets for a lot of advertising, including TV advertising.
Because they are bombarded by promotional messages so often and because they are more
frequent purchasers, affluent consumers are likely to be more jaded in their reactions to all
advertising, including TV advertising. More affluent people tend to watch television less often
than less affluent people (Condry, 1989). When they do watch, presumably it is because they
expect to get gratification from the programming. Those affluent viewers who anticipate
enjoying TV programs are more likely to find TV advertising intrusive. Also, those affluent
viewers who are more sophisticated about television advertising are more likely to be offended
when it does not fulfill their expectations. H1a: Affluent viewers who find TV advertising
intrusive are expected to dislike TV advertising. H1b: Affluent viewers who are offended by TV
21
advertising are expected to dislike it more (Alwitt & Prabhaker, 1994) . This idea would connect
the results of Nielson Media Research, 1997 of audience demographics of adult moviegoers that
shows that 44% are in professional managerial positions, 46% are college educated, 46% are
male, 54% are female, 50% of all moviegoers are ages 18-34, 70% combine dining out with
seeing a movie and 79% of all moviegoers are ages 18-49. Since education is often associated
with affluence and income, the household income of the respondent survey was
22