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Transcript of MR ppt tp
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Why do people watch Reality TV???
A case study cum Term Paper
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Industry Perspective of Reality TVShows
In India, reality shows can be categorized as follows:
Reality shows inIndia
Planned category
Ex: Big Boss,
Sach ka samna
Scripted category
Ex: Date Trap,Emotional Atyachar
Planned Category shows:
Shows which are taken from theconcepts originated abroad Only framework provided by thecreative heads of the channels,
Scripted category shows:
Shows may or may not beoriginated in IndiaFramework and the script bothare provided by the creativeheads of the channels
Creators Mind : Reality shows in India run by tickling human emotion in India ( ex: physicallychallenged, tough childhood/livelihood, financial )Every reality show, tries to weave a story around every contestantMapping of the story to sell, talent and revenue contributed by the contestant
Every channel while designing a show must follow certain set of guidelines
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Objectives of the study
To find out the factors responsible forpreference to Reality TV
To probe and identify possible
consumer segments
Tools used Factor Analysis Cluster Analysis
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What is Factor Analysis (FA)?
FA and PCA (principal components analysis) are methods of datareduction
Take many variables and explain them with a few factors or components
Correlated variables are grouped together and separated from othervariables with low or no correlation
Patterns of correlations are identified and either used as descriptive(PCA) or as indicative of underlying theory (FA)
Process of providing an operational definition for latent construct(through regression equation)
FA and PCA are not much different than canonical correlation in termsof generating canonical variates from linear combinations of variables
Although there are now no sides of the equation
And your not necessarily correlating the factors, components, variates,etc.
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General Steps to FA
Step 1: Selecting and Measuring a set ofvariables in a given domain
Step 2: Data screening in order to prepare thecorrelation matrix
Step 3: Factor Extraction
Step 4: Factor Rotation to increase
interpretability
Step 5: Interpretation
Further Steps: Validation and Reliability of the
measures
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MEANING AND DEFINITION OFCLUSTER ANALYSIS
6
Exploratory data analysis tool for solving classificationproblems.
A cluster is a group of relatively homogenous cases orobservations.
Applied to data that have been recorded on interval scalessuch as 5-, 7-, or 10- point scales, but it can also be appliedto continuous variable data.
Cluster analysis identifies interdependencies amongvariables.
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Importance of cluster analysis
7
Describe a sample in terms of a typology.
Predict the future behavior of population types.
Optimize functional processes.
Formulate hypothesis concerning the origin of the sample.
Assist in identification.
Measure the different effects of treatments on classes within the population.
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Cluster analysis is usedfor..1. Segmenting the market and determining
the target markets.
2. Product positioning and new productdevelopment.
3. Selecting test markets.
8
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Methodology
To find out the reasons behindpeoples increasing preference or thepopularity of the Reality TV shows,
focus group discussions were carriedout
3 FGD each lasting for 30 minutes in agroup of 4 were arranged
Secondary research was done to findout reasons behind this phenomenon
Ultimately a list of 15 variables was
finalised
C i S li d
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Sampling Plan Convenient Sampling was done.
Sample size 159
Likert 5 point scale was used
Males61%
Females
39%
Distribution of
respondents by Gender
28%
64%
5% 2% 1%
Distribution of respondents
by age15-24
24-31
31-41
41-51
50+
20 24
71
31
4 3 1 2 1 1
male female male female male female male female male female
15-23 24-30 31- 40 41-50 50+
0
10
20
30
40
50
60
70
80
Demographics of Suvey
Number
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Results and Analysis
MS Excel was used for data recording
SPSS was used for providing results
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Testing the appropriateness of thefactor model
For factor analysis, the variables must becorrelated and if the correlations between thevariables are small, the factor analysis maynot be appropriate.
Bartletts Test ofSphericity H0 : Variables are uncorrelated in the population
Or
H0 : Population Correlation matrix is [I]
KMO test is another test statistic to judgewhether factor analysis is able to analyse thecorrelations taking place between thevariables
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KMO measure should be more than 0.5 and so the
results indicate that the it is a good model
Bartletts test is able to reject the null hypothesis that
the variables are uncorrelated with 99.9% confidence
level
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Method of Factor Analysis
Principal Component analysis has beenused as the focus is on finding theminimum number of factors that will
account for maximum variance in thedata. These factors are the principalcomponents.
Only those factors with Eigen valuesmore than 1 are retained.
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Four factors have been extracted based onEigen Values. Together they account for
61.594% of the variance
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Unrotated Factor Matrix
These coefficientsrepresentcorrelations betweenfactor and variables.
Larger the absolutevalue more is thecorrelation.
These can be usedto interpret thefactors
However, a betterinterpretation resultsby rotation
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Rotation
It doesnt affect the communalities and
percentage of total variance explained
But the percentage of total varianceaccounted for by the factor changes(Slide 6)
Varimax procedure has been used
It enhances the interpretability of thefactor in terms of the variables
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Rotated Factor Matrix
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Interpretation of Factors
Identifying the variables that havelarge loadings on a same factor
If a variable has a loading of >= 0.6 on
a particular factor, then that variableforms a part of that factor
Hence, the factors can be interpreted.
G i f V i bl F
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Grouping of Variables -> FactorsVar Variable name Factor 1 Factor 2 Factor 3 Factor 4
VAR00001 Special and unusual acts performed byparticipants
X
VAR00002 A platform to see talent XVAR00003 Just to be informed of whats happening around X
VAR00004 The people are not the real stars but if they cando it, even I can
X
VAR00005 We get attached to the emotions of these peopleas they are like ourselves
X
VAR00006 Helps to understand human mind andpsychology of people
VAR00007 Watching them getting rejected, we feel a senseof satisfaction.
X
VAR00008 Increases my intelligence X
VAR00009 To get sexual satisfaction /physical enjoyment X
VAR00010 Sense of competition XVAR00011 l like the judges X
VAR00012 People plotting against each other X
VAR00013 Family drama/ wholse some entertainment
VAR00014 teaches me how to handle success and failure in
life XVAR00015 I like a particular participant X
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Interpretation
The number of variables have beenreduced from 15 to 4 underlying factors.
Factor 1
Sense of competition Likeness for the judges
People plotting against each other
Teaches how to handle success and failure in
life Likeness for a particular participant
Therefore this factor can be interpreted as
Format of the show
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Factor 2
The people are not the real stars but if theycan do it, even I can
We get attached to the emotions of thesepeople as they are like ourselves
Watching them getting rejected, we feel asense of satisfaction.
Increases the intelligence
Therefore this factor can be interpreted asSelf- Relatedness
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Factor 3
Special and unusual acts performed by
participants A platform to see talent
Just to be informed of whats happening
around
Therefore this factor can be interpreted asEntertainment
Factor 4
To get sexual satisfaction /physical enjoyment
Therefore this factor can be interpreted asPhysical Stimulus
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Factor scores
Still to be done
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Cluster Anlaysis
To map the consumers/ audience indistinct segments, the same data wasanalysed using Cluster analysis
Likert scale used could be reproducedas:-
1-strong disagreement
2-disagreement
3-neutral
4-agreement
5-strong disagreement
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The analysis of output
1st stage Hierarchical ClusterAnalysis
2nd stage K-means (Quick Cluster)with a predetermined number of
clusters specified.
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Agglomeration schedule
MR\reality tv\results hierarch cluster.xls
This agglomeration schedule is as per
Hierarchical AnalysisDecision of number of clusters is to be
made.
Range selected is 2-5
http://mr/reality%20tv/results%20hierarch%20cluster.xlshttp://mr/reality%20tv/results%20hierarch%20cluster.xlshttp://mr/reality%20tv/results%20hierarch%20cluster.xlshttp://mr/reality%20tv/results%20hierarch%20cluster.xlshttp://mr/reality%20tv/results%20hierarch%20cluster.xlshttp://mr/reality%20tv/results%20hierarch%20cluster.xlshttp://mr/reality%20tv/results%20hierarch%20cluster.xls -
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Number of Clusters
Using high relative difference as thecriteria, no of clusters = 2
Also going by the dendogram, two
clusters are being observed Going by the frequency of the clusters
appearing against the cases in
membership table MR\reality tv\resultshierarch cluster membership.xls
(contd. On next slide)
http://mr/reality%20tv/results%20hierarch%20cluster%20membership.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20membership.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20membership.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20membership.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20membership.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20membership.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20membership.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20membership.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20membership.xls -
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Number of Clusters.
Numberofclusters
Membersof Cluster1
Membersof Cluster2
Membersof Cluster3
Membersof Cluster4
Membersof Cluster5
5 19 63 25 23 9
4 44 74 23 18
3 62 74 23
2 64 95
Thus number of clusters should be either 2or 3 as the number of members need to besignificant in each cluster.
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K means ( Quick Cluster)
For 4 cluster solution
For 3 cluster solution
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Cluster Interpretations
MR\reality tv\results hierarch cluster final clustercentres.xls Cluster 1 consists of people
Neutral towards activities performed by participantson shows and the talent that is shown
They disagree with watching these shows just toknow whats happening around and do not getattached to the emotions of the people
They do not feel that these shows add to theirintelligence
They really do not feel any sense of satisfaction uponseeing the rejections in these shows and also do notexperience any physical pleasure
They are neutral to the idea of putting themselves intothe shoes of participants and the idea that theseshows helps them to understand human psychology.
http://mr/reality%20tv/results%20hierarch%20cluster%20final%20cluster%20centres.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20final%20cluster%20centres.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20final%20cluster%20centres.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20final%20cluster%20centres.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20final%20cluster%20centres.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20final%20cluster%20centres.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20final%20cluster%20centres.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20final%20cluster%20centres.xlshttp://mr/reality%20tv/results%20hierarch%20cluster%20final%20cluster%20centres.xls