Ideal Mate Research Study

1
Ideal Mate Research Study

• Prepared by
• Jodi Foster
• Mel Brooks
• Tim Conway
• Prince

Prepared for Dr. Bruce Lammers MKT 346 May 13,
2003
2
Overview

• Introduction
• Background
• Method
• Results
• Strategic Implications
• Strengths
• Weaknesses
• References
• Questions

3
Introduction

• Sex sells
• Rate profiles of potential mates
• Desired Traits
• Smoking Habits
• Age

• Invaluable to advertising agencies
• Save time and money
• Hypothesis
• Smoking Habits most important

4
Background

• Journal articles
• Personality and Social Psychology Bulletin
• Psychology A Journal of Human Behavior

• Surveys
• Talia Mana
• Queendom.com

5
Method

• Survey Population CSUN Students
• Systematic Cluster Sampling
• Four group members alternated distribution
• Every 4th person entering Matador Bookstore
• If candidate declined, next 4th person chosen

• 53 Surveys Attempted
• 10 Surveys completed incorrectly
• Results based on 43 completed surveys

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Method (contd)

• Survey Distribution
• Matador Bookstore
• Thursday, May 1, 2003
• 1100 AM to 1200 PM
• Criterion for Participation
• At least 18 years of age
• CSUN student
• Gender Distribution
• 46.5 males
• 53.5 females

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Method (contd)

• Survey Format
• 8 profiles of an ideal mate
• Rank according to preference
• 1 most preferred
• 8 least preferred
• 1 demographic question

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Results Factors

• Desired Traits
• Intelligent
• Outgoing
• Romantic
• Smoking Habits
• Smoker
• Non-Smoker
• Age
• Older
• Younger

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(No Transcript)
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Results Desired Traits

• Intelligent
• Outgoing
• Romantic

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Results Age

• Older
• Younger

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Results Smoking Habits

• Smoker
• Non-Smoker

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Results Best Combo

• Romantic
• Older
• Non-Smoker

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The utility values for these combinations are
estimates based on the 8 combinations that were
tested.
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Strategic Implications for Marketing

• Gender Distribution
• Near equal distribution equals similar desires
• Market Results to
• Local dating services
• Advertising agencies
• Local businesses
• Flower shops
• Gift shops
• Restaurants
• Travel agencies

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Where do we go from here?

• Further research needed
• Inform local dating services
• Inform local advertising agencies
• Inform local businesses

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Strengths of Study

• Good geographic location
• Survey Results can be Utilized
• Advertising agencies
• Dating services
• Local businesses

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Weaknesses of Study

• Only three factors examined
• 10 surveys filled out incorrectly
• Surveys conducted only one day
• Administration time constraint

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References

• Mana, Talia. Singles Survey. The Centre for
  Personal Growth and Well Being. Retrieved May
  8, 2003 from the World Wide Web
  lthttp//www.taliamana.com/SurveySingle.htmlgt.
•  
• Sex-Files Survey Results. Queendom.com.
  Retrieved May 8, 2003 from the World Wide
  Weblthttp//www.queendom.com/sex- files/attraction
  /results_attraction.htmlgt.
•  
• Shaffer, D.R. Bazzinni, D.G. (1997). What do
  you look for in a prospective date? Reexamining
  the preferences of men and women who differ in
  self-monitoring propensities. Personality and
  Social Psychology Bulletin, 23 (6), 605-616.
•  
• Wong, F.Y., McCreary, D.R., Bowden, C.C.,
  Jenner, S.M. (1991). The Matching Hypothesis
  Factors Influencing Dating Preferences.
  Psychology A Journal of Human Behavior, 28
• (3-4), 27-31.

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Questions

• ???

Thank you!