Juan Sebastian Galarraga - 00143808

Yajahira Aldaz - 00143814

Artem 00117969
Tania Cortés - 00143658
Michael Guerra 00112316
Second Homework: Survey for fieldwork.

The report must include the following.

1. A copy of the actual survey the group intends to use in the primary data gathering process.

The survey for data gathering was developed on google forms, the link to the survey is below the
line.
https://goo.gl/forms/fXYEEy8tZeO3Ryq73

2. A list and explanation of the 8 secondary data sources the group has consulted prior to
making the survey and how the data in these sources has helped them formulate certain
questions.

a) Sally, A. (1987) Modern Jewelry: Retro to Abstract. Gems & Gemology. Obtained
from:https://www.gia.edu/doc/SP87A1.pdf

This article studies the development of several styles of fine jewelry. Retro jewelry retained Art
Deco's bold lines but gradually softened its colors and curved its sharp geometric shapes. These
heavy settings were eventually replaced by fine, hand-made -wire settings which produced
flexible, three-dimensional jewelry shaped by the gemstones themselves. The designers and neo-
Renaissance artists of the 1950s created colorful jewels overflowing with faceted gems as well as
beads, cabochons, or rough-tumbled stones. In the late 1950s and early 1960s, gemstones became
subordinate to the flow and sham of the overall design during a revival in individual craftsmanship
that is still evident in contemporary jewelry.
This article helped us to gain an insight about how the jewelry trends have developed over the
decades. Usually, trends tend to repeat over a certain period of years, or sometimes newer trends
evolve from past ones. Therefore a short study of the past trends and designs will give us a better
understanding of how this have shaped the people’s preferences, expectations and desire of what to
wear.

b) Beatriz, A. (2017) History of Jewelry in Fashion. Obtained from: https://fashion-

history.lovetoknow.com/fashion-accessories/history-jewelry-fashion

This article allowed us to understand that jewelry has always been an early form of decorative art
and how in the late years it began to reflect a person’s status, power, individuality, preferences and
feelings. In prehistoric times there were no precious metals, therefore people used animal teeth or
other rare and difficult materials to find. One thing that has always been common throughout the
history is that when it comes to jewelry, the most rare and hard to find objects are always seen as
more valuable and desirable, specially by women. This article summarizes a brief analysis of the
history of jewelry, how it became a symbol of status and power, how some european styles have
emerged and how the industrial revolution allowed the middle class to imitate expensive jewelry at
a fraction of the cost. Afterwards, decisive innovations in jewelry were brutally interrupted by WWI
and then WWII. Dress and hair fashions became casual and so did jewelry. After the wars, jewelry
experienced a departure from its traditional values due to radical changes in society: housewives
became more independent and started buying their own things and jewelry, instead of having it
given to them by their husbands. In the late years we see that the desire for luxury was epitomized
by Hollywood, and at the beginning of the 21st century we see that jewelry began to reflect the
wearer’s moods, feelings, favorite colors, taste, understanding of arts and individuality.

c) Fernández, M. (2000) Typological aspects of India female jewelry. Obtained from:

https://www.lasociedadgeografica.com/blog/cultura/significado-de-la-joyeria-india-tradicional/

This article talks about the history of jewelry and especially the use of bracelets, dating back
thousands of years, and although it does not seem that the use of these accessories is something so
ancestral and profound that has remained in our culture and that today defines us completely. With
the passage of time these complements have been evolving in materials and forms, becoming a way
of expression and identity for each of us. The use of bracelets always used to be oriented to
mysticism, religion or social and economic power. They have always represented an identity stamp
for the people who owned them and an object desired by most lower social classes. Currently they
have become more common, yes, but that does not mean that for us they stop being what identifies
us, that differentiates us from others and complements us in our day to day life.

d) Vivanco, J. (1997) Ancestral meaning of female jewelry. Obtained from:

https://www.joya.life/blog/especial-significado-la-joyeria-hindu/

This article is about how ancient civilizations wore bracelets or bracelets on their wrists because they
believed that metals were related to the stars and influenced the life cycles of man. The women
wore multiple accessories, for the hair, the neck and the ears, and especially the arms used them
completely covered by bracelets and bracelets. The Greeks, more than an accomplishment of
accessories and bracelets, were dedicated more to the sculpture, for that reason the ornaments that
they took in their hands and body in general, were sculpted miniatures that represented religious
and mythological figures or heroic scenes. Currently, the ornaments we use are not as primitive as
those used in those times. Now with so much technology has been worked in gold, silver, diamonds,
emeralds and rubies, figures that go from the very famous cross, to happy faces, shoes, keys, hearts
and countless objects that we observe in our daily life.

e) Luna, C. (2005) The importance of jewelry for a woman. Obtained from:

https://www.castmay.com/las-joyas-en-la-vida-de-una-mujer

This article tells us that jewels are an ideal detail that are part of women's lives almost since they are
born because a few months after coming to the world, mothers take care of putting small gold
earrings that they wear during childhood, later they are changed by others according to age until
they are teenagers and they are changing their earrings and incorporating other jewelry to their
body such as pendants, rings, necklaces, bracelets, etc. Each country has its own customs and
fashions for the popular use of jewelry, but without a doubt they are inseparable companions in the
life of a woman either to enhance her beauty, complement her wardrobe or remind her that
unforgettable person who gave them to her. Women are passionate about jewelry because it
represents a symbol of femininity and even social status. Jewelry has always made women feel
beautiful and safe. The transcendence of jewelry lies in its ability to highlight the natural beauty of a
woman.

f) Orendorff, A. (16 de 03 de 2018). Shopify. Obtenido de

https://www.shopify.com/enterprise/ecommerce-fashion-industry

This article is important because of the amount of ways that can be used to sell. In this case, the
article talks about e-commerce. It is important to analyze the data and consider this type of
information because, although it is true that jewelry can be a market that is constantly growing, that
does not mean that the ways of sale are optimal and consistent with the same growth. That is to say,
it is not necessary to obviate that the technological advances are every time greater and that these,
as well, replace in some way the interpersonal relations this case of the buy-sale action. So it is
important to analyze what can be the growing and fertile media for the sale of items.

g) Cohen, P. (2014). JDN. Obtenido de

https://www.journaldunet.com/ebusiness/expert/57526/bijouterie-en-ligne---un-marche-en-
croissance-et-pas-encore-sature.shtml

This article is important because we can see that in some point, the jewelry, which bracelets is part
of, have been monopolized by major brands. Just a few number of brands have monopolized the
market. (Gucci, Audemars Piguet, etc.). However, it is important to mention the fact of
“democratization of the jewelry”. Meaning that, in some point, everybody should have the
possibility of getting an accessory.
The fact that not only a few number of women have the possibility of accessing to purchase
accessories, that can represent different meanings in them, is possible through several methods
among which we could think that the materials, places of sale, etc. can be some of these.

h) Verma, P. (04 de 2017). Obtenido de Allied Market Research:

https://www.alliedmarketresearch.com/costume-jewelry-market

It is important to consider this document because it gives us a rough idea of how the jewelry market
works. Take into account the relationship that exists with gender. For example, women buy more
jewelry than man. Or analyzing the product type that the consumer prefers: bracelets or earrings for
example; and specially, returning to previous topics, the way to sell.
While it is true, according to the article, that consumers prefer to buy jewelry in retail stores, online
sales are growing: the imitations, the change of material, use, gave rise to the big brands stop
monopolizing the market and let new alternatives of entry of products to the market.
3. A list and explanation of how the focus groups have helped the group create the survey
questions.

The focus group provided the main ideas for the development of the survey questions. During
the discussion the participants talk about different topics related to the use and purchase of
bracelets, showing a clearer perspective of what the female market is looking in this type of
product. Taking into account that a fundamental aspect for the study is to know the ratio of use
and the importance of this accessory for women, we asked directly on the survey to quantify this
fact.

The focus group allowed revealing certain motivations for purchasing the product, so we include
a question using the responses collected from the discussion. Also, the participants announced
that quality and price are very important attributes in the purchase, which is why a rating scale
question was used to measure the relevance of these factors. On the other hand, it was
announced that the material is another relevant aspect in the acquisition of bracelets, for this
reason we established a questions to measure the preference of the main materials used in
bracelets.

We also wanted to evaluate the acceptance of personalization in the product, so we asked in the
survey if exists a preference in personalized products, the place of purchase preference and the
price that is willing to pay for this products. In addition, in order to know if the models offered by
Kraken Jewelry and the name for the female line is accepted by the market, we decide to ask
during the discussion and also in the survey, to understand and quantify the information. All the
opinions and the data collected allow us to be able to show real data to Kraken Jewelry in order
to give ideas and some guide of how to improve the female line of bracelets.

4. Three different hypotheses that the survey information will help support or reject. Each
group must include one hypothesis related to: a One Tailed test. a Two Tailed test, and a Chi
squared test. The group can substitute any other method for one of these three but cannot
duplicate any particular test. Mean, Median and Mode are not considered statistical test for
the purpose of this assignment but the group may present this type of data in their final
report. The group must explain the logic for each type of test as it relates to why it is needed
for the research project.

a) The first hypothesis that we want to prove was if the name of the brand “Medusa” was a
good name for the women bracelets. In the focus group that we did previously we found
that all the girls did not like the name for the brand. The owner of the brand told us that he
made a previous research for creating the name before establishing the name of the brand.
On his results he found that the name of the brand had an acceptance of more than the 40%
of the people. This was considered as a relevant number because there were a lot of people
that did not have a clear opinion. The hypothesis is:

Ho: p≤0.40
 Ha: p> 0.40

To prove our one tail hypothesis, we are going to use the following formula:

p− p
z=
p(1−p)
√ n

33
where p= =0.43
76

0.43−0.4
z= =0.52
0.4 (1−0.4 )
√ 73

As we are using a 0.05 as level of significance, our critical value is 1,645. We can not reject our
null hypothesis because 0,52 < 1,645. In other words, we cannot conclude that the level of
acceptance of the name “medusa” as a woman bracelet is more than 40%. Seeing this results we
can recommend that the owner of the brand considers other names.

b) The second hypothesis we want wanted to prove is if women have the same behavior when
they buy bracelets as men. When a man buys a bracelet, he doesn't consider so important
looking the bracelet physically before buying it. He can buy it just by looking on the internet. On
the other hand, for women it is important that they can touch and see the materials of the
bracelet. For this reason they like to buy it on stores rather than internet. The owner of the
business told us that 50% of women prefers buying their bracelets on a physical store. For that,
our hypothesis is:

Ho: p = 0.50
Ha: p ≠ 0.50

To prove this two tail hypothesis, we are going to use the following formula:

p− p
z=
p(1−p)
√ n

43
where: p= =0.57
75

0.57−0.5
z= =1.21
0.5(1−0.5)
√ 75
As we are using a 0.05 as level of significance, our critical value is 0,822. We reject our null
hypothesis because our z value is bigger than our critical value. In other words, there is not
sufficient evidence that 50% of women prefer to buy on the stores rather than other options.

c) Finally create a model to see how the different ages and the different locations can affect the
the selling of bracelets we developed a model. The model is as follows:
Compra=B 0+B 1∗precio +B 2∗edad + B3∗location

Here the “compra” is dummy variable that determines if person is more likely to buy a bracelet
or not. “Edad” is a dummy variable, here the age that is considered as the base is of 18 to 24
years old (dedad2). dedad1 is the age less than 18, dedad3 if the age from 24 to 30 and dedad4
is from the of 30 or more.

The “llugar” is the place where people would like to buy their bracelet. Also here llugar2 is
considered as the base group and represents the independent jewelries. llugar1 are jewerly
chain stores, llugar3 are from catalogue, llugar4 is internet, llocal5 are shops of imitation jewelry
and llocal6 are clothes stores. This regression was done considering a robustness check so we
can control that people of certain ages like to buy in certain places.
 The interpretation of our results are relevant because with this we can know which market
segmentation is better for our product and in which places should we focus more.

The results shows us that an increase of $1 in the price will reduce the percentage of sellings in
0.001%. The most important finding is that people that are more willing to buy bracelets are the
ones that have 30 years or more, so we should focus in these group. Also internet is the place
where we have more opportunities to sell our products, increasing our chances in 0,1%. Finally
we have to clarify that this model can have a bias problem because the terms in the regression
can have a correlation with the term of error.

5. A list if the survey questions in the same order as the actual survey, but for each and every
question on the survey the group must detail what type of question it is, what information it
will provide, why it is being included and how it will be analyzed individually or in combination
with other questions.

1. Has comprado una pulsera en los últimos seis meses?

Binary or dichotomous question
This provides us information about the relative frequency of purchase of our target segment. We
included this question to filter all the people who answer negatively from our statistical analysis or
buying behaviour. We will include the results of this question together with other data to analyze
and see if it has any effect when we analyze the buying behaviour.

2. Con cuánta frecuencia utiliza pulseras o brazaletes?

Purchase Frequency
Rating Scale
Just like the question above, but this one is more important statistically. This gives us a real value of
frequency that will allow us to formulate conclusions about the relative buying frequency of our
segment. We might not want to analyze this variable in this homework but it will definitely help us
for our final project together with some secondary data.

3. Qué tan importante es el uso de una pulsera para ti? En donde 1 es para nada importante, 2
poco importante, 3 neutral, 4 importante y 5 muy importante
Importance
Rating Scale
This question was included to understand how important it is for our segment to use a bracelet as a
daily accessory or more as a casual one. The information from this variable will be very helpful for us
to further analyze the purchase behaviour, together with other variables like what motivates the
purchase, factors that influence purchase, material type, etc.

4. Qué motiva la compra de pulseras?

Multiple choice questions
Nominal
LIke the question above, this serves the same purpose and is part of the group of variables that we
plan to further analyze to learn about the preferences and behaviour of our segment. THis variable
will be analyzed together with similar variables.

5. Sírvase enumerar, en orden de importancia, los factores que considera a la hora de hacer
una compra, en donde 1 es Nada importante, 2 Poco importante, 3 Neutral, 4 Importante y 5
Muy importante
Importance
Rating Scale
This question was included to measure the most important factors that influence the purchase
decision of our segment. The multiple choice questions were carefully selected from the secondary
data that the business owner provided along with some other information that we gathered. The
data we obtain from this question will serve us for our final project but could also be used to make
statistical inference about important factors that motivate purchase, etc.

6. Considera que el material es fundamental al momento de comprar una pulsera?

Binary or Dichotomous questions
This question provides us with one of the most important data that we plan to use in our regression
analysis. The reasons why we included this question are stated above in our regression analysis.

7. Sírvase enumerar, en orden de importancia, los materiales de su preferencia en una pulsera

de uso diario. En donde 1 es el de menor preferencia y 5 el de mayor preferencia
Importance
Rating Scale
This question helps us to gather information about the current trends and the most
dominant materials that are used for bracelets. This information helps the owner to focus more on
the bracelets that are actually demanded rather than ones that lack popularity.

8. Cuándo deseas comprar pulseras, ¿dónde las compras?, puedes escoger más de una opción.
Multiple choice questions
The information we gather from this question is used in our regression analysis that is
explained above. Also, this helps the owner to better position his segment geographically and see
where he could open a possible shop in the future.

9. En donde preferirías realizar la compra de una pulsera personalizada?

Multiple choice questions
Nominal
Again, this question provides almost the same information as the above, however, this time
regarding personalized bracelets only. That is the type of bracelet that the owner of the brand
specializes on.

10. Cual es el precio que estarías dispuesto a pagar por una pulsera personalizada?
Multiple choice questions
Nominal
 We included this question specifically for our regression analysis. It's use and meaning is
stated above but generally it is useful to perceive an average range of prices that we can charge our
customers for the personalized bracelets.

11. En base a la siguiente imagen, establece tu posibilidad de compra. En donde 1 es

definitivamente no la compraría, 2 probablemente no la compraría, 3 podría o no comprarla,
4 probablemente la compraría y 5 definitivamente la compraría
Purchase intent
rating scale
This question was mostly included to see the general perception of one of the most popular
bracelets that the brand distributes. It also provides useful information for us to later analyze in our
final project. For example, if few people like it, then the owner could analyze the possibility to
eliminate this type of bracelet from the line of products.

12. Cual es el precio que estarías dispuesto a pagar por la pulsera de la imagen?
Multiple choice questions
This question is important to us and the owner of the business to gather a relative perception of the
price that the segment would be willing to pay for this types of bracelets. This information allows us
to adjust the prices of the bracelets accordingly and hopefully improve the sales quantity in the
future.
13. Consideras que la palabra "Medusa" es un buen nombre para una marca de pulseras?
Binary or dichotomous questions
This question was included with many motives. First of all, we plan to make a statistical analysis with
a two tailed test, to prove our hypothesis that women do not actually like the name, like the owner
claims they do. Second, the name is a very sensitive matter and it can generate a negative or positive
perception of the brand. We want to analyze that and if necessary, recommend the owner changes
it to something more appealing.

14. Edad
Ordinal
Clasificación demográfica de la población
This variable is one of the most important ones, as it allows us to see the purchase behaviour
displacement between different categories of ages. Our most young clients might prefer a certain
material, type or even price range of bracelet, on the other hand, our more independent and older
segment might allow themselves to spend more money, higher frequency of purchase, etc. This
variable allows us to take these changes into account and also to see what is the average age of our
segment.

15. En qué sector de la ciudad vives?

Nominal
Clasificación geográfica
We wanted to know where our target segment is mostly located geographically. This information
provides important information for possible statistical analyses, but further than that it gives the
owner an idea where most of his clients are. This information will definitely be used for our final
project as it opens the possibility for more types of analyses that will allow us to better understand
the geographical distribution, and even if there is any correlation with this data and other data that
we have gathered.