Toy Market Survey

Overview of the Project: Title of Project: Little Consumers, Big Messages: Exploring Gender Stereotypes and Hypersexualization in Toy Marketing Name of Researcher: KD Miller Contact Information: kdputman@liberty.edu Name of Doctoral Chair: Dr. Jacob Hall Dear prospective participant, My name is Kayla Miller. I am requesting your participation in a  brief survey that analyzes the impacts of marketing in our daily lives. This research focuses on the use of gender binaries in advertising, specifically in toy advertising. The questions below are designed to answer the research questions: RQ: How can the potential problem of ethical disparities and profitability decreases caused by the over-employment of gender and sexualization in toy marketing be solved within the selected single case organization? RQa. How can the over-employment of gender and sexualization in toy marketing be improved through targeted organizational decisions? The research questions explore the potential challenges marketing professionals face in developing advertising initiatives within the selected single-case organization, particularly regarding the ethical and financial consequences of gendered and sexualized marketing in the toy industry. These questions aim to uncover consumers' patterns, perceptions, and organizational decision-making processes that contribute to the problem while identifying potential solutions that align with ethical marketing practices and profitability goals. This survey should take no more than 10 minutes to complete. Please answer the questions below.Answers provided are anonymous unless you choose to share your contact information with the researcher.What is involved? The participants involvement would be answering the provided Likert scale and multiple-choice questions about your relationship with toy marketing. The survey also asked for general demographic information.  The survey tool is online through JotForm, and you will be able to receive a copy of the survey once completed, by entering your email. Purpose of this study: The purpose of this flexible, qualitative, single case study is to expand and enhance the understanding of the potential challenges encountered by some marketing professionals to address the over-employment of gender and sexualization in toy marketing within the selected single case organization. This study will explore the ethical implications of such practices and their impact on net profitability. The research will seek to determine the driving factors of organizational decisions related to creating and producing new advertising media with a specific focus on how these decisions impact organizational relationships with consumers. An in-depth study conducted through a feminist perspective carefully examines the specific problem of over-employment of gender and sexualization in toy marketing, examining the benefits and problems that this type of marketing may pose from multiple perspectives. Voluntary Participation:Your participation in this research is voluntary. You may withdraw consent at any time.  Privacy:The survey data will be collected through the Google Forms tool and transcribed into a spreadsheet for analysis. All information is password-protected, and all participant personal identifying information can only be viewed by the participant, the researcher (Kayla Miller), and the staff and faculty at Liberty University. Once the study is complete, all information will be stored on the researcher's personal, password-protected device for 5 years before it is destroyed. If you have questions about the study, or would like to receive a summary of the completed study's findings, please feel free to email me at kdputman@liberty.edu. Consent:By selecting YES below, you are acknowledging the statements above and consenting to participate in my research project. Sincerely,Kayla D. Miller, Doctoral Candidate