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Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
Girl Gamers
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Girl Gamers

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  • Czetcmihayli and rochberhaltonSimilarities and differenceswhat that lead us to conclude.
  • Fishbein and azjen – theory of reasoned actionElmZmet
  • Transcript

    • 1. Courtenay Bayly James Reeves Emmy Smith
    • 2. Who We AreObjectivesResearchApplicationSummary
    • 3. Who We AreObjectivesResearchApplicationSummary
    • 4. Who We Are • Consumer Insight Agency • Microsoft: Xbox • Microtrending
    • 5. Who We AreObjectivesResearchApplicationSummary
    • 6. Objectives • To research the microtrend of Girl Gamers. • To understand their perspective and experiences of the gaming community. • To propose to Microsoft a suitable way of targeting this market based on this exploration.
    • 7. Who We AreAimsResearchApplicationSummary
    • 8. Research - Secondary
    • 9. Research - Primary
    • 10. Research - Primary
    • 11. Who We AreObjectivesResearchApplicationSummary
    • 12. Application ELM ZMET ToRA
    • 13. ELM •(E)laboration (L)ikelihood (M)odel •Central Route •Peripheral Route •Central + Peripheral Route = Desired Response
    • 14. ZMET •The Zaltman Metaphor Elicitation Technique •10 steps to the technique •Our participant, Katie, was one of our original interviewees.
    • 15. 10 Representative Images
    • 16. Theory of Reasoned Action Attitudinal Behaviour: AB=biei Salient Belief: Playing Xbox will... Belief strength Evaluation score (ei) Product (biei) (bi) 1 Make me more popular 3 5 15 2 Be exciting 6 6 36 3 Put me in a good mood 5 6 30 4 Escape everyday life 5 4 20 5 Stimulate competitiveness 6 6 36 6 Be more fun socially 5 5 25 7 Help me be myself 5 6 30
    • 17. Theory of Reasoned Action Subjective Norms: SN=bimi Salient References Belief strength (bi) Motivation to Comply Product (bimi) (mi) Parents 4 3 12 Friends 3 2 6 General Public 1 4 4
    • 18. Who We AreObjectivesResearchApplicationSummary
    • 19. Summary

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