Survey database for the article "Toys with a purpose: values of inclusion and diversity in brands aimed at children. Analysis of its impact and social projection"
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Survey database for the article "Toys with a purpose: values of inclusion and diversity in brands aimed at children. Analysis of its impact and social projection". This article carries out a case study of various toy brands in order to analyze the purposes and values they transmit around the concepts of inclusion and diversity. A survey is carried out through a telematic questionnaire in order to know the social perception of the public.
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We take society in general as a sampling frame, that is, the potential or actual decision-making and purchasing publics, and not the boys and girls who would be the consumer publics, whether these are of legal age whether or not they have children. The sample was selected using the non-probabilistic sampling technique (Albert, 2006; Gil, et al., 2008) by snowball (Goodman, 1961), in such a way that it increases as the first participants invite their acquaintances to also collaborate. To calculate the sample, a confidence level of 95% has been taken into account and a margin of error of 5.5% has been considered, so 316 participants is sufficient for this first quantitative approach. In the configuration of the sample we find a slight predominance of the female gender, which represents 68.7%, compared to the male gender, the remaining 31.3%. Regarding age, the average age of the respondents is approximately 37.3 years. To satisfy the objectives set out in this work, an ad hoc questionnaire was constructed, consisting of closed questions except for two open ones divided into three dimensions that are broken down into 24 items. After the bibliographic review of the object of study and the location and implementation of the collective case study, we designed three dimensions based on those proposed by Aldi (2019), Paolicchi and Serantes (2017), Mercawise (2014), Torres (2011) and Infotecnica (1998) remaining as follows: dimension 0, sociodemographic data (from item 1 to 7); dimension 1, perception and degree of connection with toys in general (item 8 to 11); dimension 2, criteria for the selection and purchase decision of toys (from item 12 to 14); and dimension 3, appreciation and involvement with toys that promote inclusion and diversity (item 15 to 24). The survey was carried out online through Google Forms during the months of December 2022 and January 2023. Once the answers were obtained, the Cronbach's alpha coefficient was calculated for all the Likert scale questions in the questionnaire. survey, whose result is 0.928, which indicates that the questions have high internal reliability and measure the same latent variable consistently.