Ch 10: Marketing gender

• Introduction
• Design
• Data collection
• Results
• Discussion

• Define key concepts and terminology in research methods.
• Differentiate between various research designs (e.g., experimental, correlational, qualitative).
• Describe common data collection methods (e.g., surveys, interviews, observation, experiments).
• Articulate the implications of research findings for theory, practice, and policy.

Introduction to Research Design

• Definition: Research design is the overall strategy that integrates the different components of a study in a coherent and logical way, ensuring the research question is effectively addressed.
• Purpose: It guides the collection, measurement, and analysis of data. Choosing the right design enhances validity and reliability.

Types of Research Designs

• Experimental Designs:
  • Features controlled manipulation of variables (independent variable) to examine causal effects on dependent variables.
  • Includes random assignment, control groups, and sometimes double-blind procedures.
  • Strengths: High internal validity, causal inference.
  • Limitations: Sometimes low external validity, ethical or practical constraints.
• Quasi-Experimental Designs:
  • Similar to experiments but lack random assignment.
  • Useful when randomization is not feasible.
  • Greater risk of confounds.
• Correlational Designs:
  • Examine relationships between variables without manipulation.
  • Can indicate associations but not causation.
  • Useful for exploratory research.
• Descriptive Designs:
  • Describe characteristics or behaviors in a sample without examining relationships.
  • Examples: surveys, observational studies.
• Qualitative Designs:
  • Focus on understanding phenomena through interviews, focus groups, or content analysis.
  • Emphasize depth over breadth, thematic exploration.

Key Elements of Research Design

• Participants and Sampling:
  • Define target population.
  • Discuss sampling methods: random, convenience, stratified, snowball, etc.
  • Importance of representativeness and sample size.
• Variables and Measurement:
  • Independent vs. dependent variables.
  • Operational definitions.
  • Types of measures: self-report, behavioral, physiological.
• Controlling Confounds:
  • Identify potential confounding variables.
  • Strategies to control: randomization, matching, statistical controls.

Ethical Considerations

• Informed consent, confidentiality, minimizing harm.
• Special considerations when working with vulnerable populations.
• Importance of IRB (Institutional Review Board) approval.

Matching Design to Research Questions

• Causal questions → Experimental design preferred.
• Relationship questions → Correlational or qualitative designs.
• Descriptive questions → Surveys or observational studies.
• Emphasize that the best design balances rigor, feasibility, and ethical responsibility.

Common Challenges and Solutions

• Dealing with practical constraints (time, resources).
• Addressing bias and ensuring validity.
• Managing unexpected issues in the field.

Purpose:  The goal of this activity is to have students apply knowledge of research designs by creating and presenting a study plan addressing a research question.

Materials Needed:

• Whiteboard or flip chart for notes
• Handout summarizing types of research designs (experimental, correlational, qualitative, etc.)
• Worksheet template for research design plan (provided below)
• Sample research questions (optional)

Preparation (Before Class):

• Prepare a list of research questions relevant to your course topic or let students choose their own.
• Print or share the research design handout and worksheet.

Step-by-Step Instructions

Step 1: Introduction (5 minutes)

• Briefly review major research designs and their characteristics.
• Explain the activity goals: to design a study answering a research question using an appropriate design.

Step 2: Group Formation (5 minutes)

• Divide students into small groups of 3-5.
• Assign each group a research question or let them pick one.

Step 3: Research Design Planning (20 minutes)

• Distribute the worksheet with the following prompts for groups to complete:
  1. Research Question/Hypothesis: Write down the question and a testable hypothesis if applicable.
  2. Type of Research Design: Choose the design and justify why it fits the question.
  3. Participants: Describe who will be studied and sampling method.
  4. Variables/Measures: Identify independent and dependent variables (if relevant) and how they will be measured.
  5. Data Collection Method: Explain how data will be gathered (surveys, experiments, interviews, etc.).
  6. Potential Confounding Variables: List factors that could influence results and how you will control for them.
  7. Ethical Considerations: Briefly note any ethical issues and how to address them.
• Circulate to assist and answer questions.

Step 4: Group Presentations (15 minutes)

• Each group presents their research design plan (3–5 minutes each).
• Encourage other students to ask questions or offer suggestions.

Step 5: Wrap-Up Discussion (10 minutes)

• Highlight strengths and challenges observed across designs.
• Discuss why matching research questions with appropriate designs is crucial.

Introduction & Purpose

• Why is choosing the right research design critical to answering a research question effectively?
• Can you think of a research question where multiple designs could be appropriate? How would you decide which to use?

Types of Research Designs

• What are the advantages and disadvantages of experimental versus correlational designs?
• When might a qualitative design be more appropriate than a quantitative one?
• How do quasi-experimental designs help researchers when random assignment isn’t possible?

Participants & Sampling

• How can sampling methods impact the generalizability of a study’s results?
• What ethical considerations arise when recruiting participants from vulnerable populations?

Variables and Measurement

• Why is it important to clearly define and operationalize variables?
• How can poor measurement impact the validity of a study?

Controlling Confounds

• What are some strategies you might use to control for confounding variables in a study?
• Can you think of a situation where confounding variables might be especially difficult to control?

Ethical Considerations

• What ethical dilemmas might arise in designing and conducting research?
• How does the IRB process protect participants, and what challenges might researchers face in meeting IRB requirements?

Matching Design to Research Questions

• How would you choose a research design if your question involves causality versus simply observing relationships?
• Can you give examples of research questions best suited for descriptive designs?

Common Challenges and Solutions

• What practical constraints have you encountered or can imagine affecting research design? How would you address them?
• How can researchers minimize bias and ensure validity despite these challenges?

Assignment Overview:

In this 4–5 page essay, you will analyze how the marketing of children's toys contributes to the construction and reinforcement of gender stereotypes. You will examine advertising strategies, product design, store layout, or branding, and evaluate their impact on gender socialization and children's identity development. You may also consider how these marketing practices are changing, or resisting change, in response to critiques and evolving cultural norms.

Assignment Prompt:

Part I: Analyzing Toy Marketing and Gender Stereotypes (2–2.5 pages)

• Select one or two specific examples of children’s toys or toy marketing campaigns (e.g., television ads, online promotions, product packaging, store displays, or brand websites).
• Describe how the toys are marketed in relation to gender. Consider colors, language, characters, activities, and target audience.
• Analyze what gender stereotypes are being promoted (e.g., girls as caregivers, boys as aggressive or competitive).
• Discuss whether the marketing reinforces traditional gender roles or makes room for more inclusive representations.

Part II: Impact on Gender Socialization and Cultural Trends (2–2.5 pages)

• Examine how gendered toy marketing affects children's understanding of gender roles, interests, and identities.
• Use relevant research to explore the psychological or sociological implications of gendered play and media.
• Consider whether current marketing trends are shifting (e.g., gender-neutral toys, inclusive branding), and evaluate their effectiveness or limitations.
• Optionally, reflect on your own experiences or observations related to toys and gender messaging.

Expectations:

• Use at least two academic sources (from course readings or peer-reviewed literature).
• Include at least one specific example of a toy or campaign with visual or descriptive analysis.
• Clearly define key concepts such as gender stereotypes, socialization, or consumer culture if used.