THE ASSOCIATIONS OF JEAN BRANDS ON YOUNGSTERS: THE ...

The implementation realized by the researcher herself has been conducted by the following
operations in sequence:
• The questionnaire of 55 questions was prepared by considering the basic features
confirming the related brand associations, and questions, and criteria defined in the
literature.
• The questionnaire prepared was given to two lecturers concerned with the field and
their view points were taken.
• Then, a pre-test was applied on 6 students As a result of this, the calculated
consistency of the questionnaire with SPSS packet program was found 78, and the
reliability, 82.
• Real application was conducted before the final exam of the Science of Politics lesson
on the 19 th of June in 2003 ıt was made sure that the students answered the
questions without having aid from each other. Implementation of the inquiry was
applied by the researcher herself.
Data Interpretation
In the phase of processing the data, first answers given to open-ended questions were coded
and then evaluated by using SPSS packet program. Hence, they were evaluated by building
frequency charts suitable to research purposes. In data interpretation phase of the research it
has been content with only the frequencies and percentages because the questions asked to
learn about the two brand’s associations were open-ended and the answers were so
increased in varieties. Because of this lots of coding variables, the advanced statistical
analyses couldn’t have been done.
Results
The gender profiles of the group that the research has been done was; 59.4% of them were
female and 40.6% of them were male. 2/3 of them were between 20-22 ages and 1/3 of them
were between 23-25. The 62.5% of them were born and grown up in cities like İstanbul, İzmir
and Ankara, 22% of them in other cities and 9.5% of them in districts. Respondents gave
total 60 answers to the question about their preferences on TV programs. The most preferred
3 programs were in order; Soap operas (40%), discussion programs (19.3%) and news (13%).
Respondents mostly (43.8%) have chosen to read books both about their lessons and their
special interests. From the findings of the research it is obvious that, the magazine they
mostly read was Aktüel (21.7%). The three newspapers mostly read in order were; Radikal
(37.5%), Milliyet (25%) and Hürriyet (15.6%). There were 64 answers to the question about
what they mostly did in their spare time and according to respondents’ answers the mostly
done spare time activity was reading a book (24.6%). The second spare time activity was
doing sports (12.5%), the third was listening to music (11.5) and the last one was going to the
cinema (10%).
Table 1 presents the amounts of the respondents’ family’s monthly income and respondent’s
expenditure.
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