Literature review, Questionnaire preparation, Data collection, Data analysis in SPSS, Report writing

1 Who are you, really?

Personality ITTI RESQN Semester 1, Block B, 2016- 2017 Ondrej Mitas & Jeroen Nawijn & Tomas Mainil [email protected] [email protected] [email protected] 2 What makes us the same? 3 What makes us different? 4 Personality consists of individual genetic differences in mind & behavior 5 Why would we learn about personality? 6 Personality “research” dates back 1000’s of years Bodily fluids e.g.

blood were thought to give people different personalities 7 Before the 1970’s research in personality focused on “types,” such as “A” and “B” Type “A” - I’m going to go get what I want! Type “B” - Let’s sit back and see what happens 8 Two other personality types proposed were Extroverts and Introverts Extrovert - Let’s hang out together! Introvert - I need some time to myself 9 Unfortunately, millions of consulting fees are still earned on putting people into “types” Verbeek, 2013 10 Looking at reality, it became obvious we can’t put people into categories like “types” Depending on the situation, people are sometimes more like introverts or extroverts See extroversion as a trait––everyone is extroverted sometimes, but some people more than others 11 Today, personality is measured as traits of which every person has different levels Eysenck (1947) defined the first two personality traits as extraversion and (emotional) stability 12 Research on personality most consistently shows five traits (“ Big Five” ; McCrae & John 1992 ) Extraversion Stability (Neuroticism) Openness Conscientiousness (Carelessness) Agreeableness 13 While the Big Five cover personality generally, other traits are more specific Sensation-seeking (Zuckerman, 2009) Jrubenc, 2008 Playfulness (Barnett, 2007) 14 14 It is also possible to measure trait tendencies to feel certain emotions Some people are happier than others Some people get angry easily 15 Measure emotions using scales in questionnaires Big Five example (Gosling, Rentfrow, & Swann, 2003) I am: Careless, conventional…… Playfulness example (Barnett, 2007) To what extent do the following describe you: Joking, playful…… Emotion example (Cohn et al., 2008) How strongly do you usually feel: Interested, joyous…… 16 YOUR CHALLENGE Determine if a certain personality trait is related to a certain kind of online behavior… …so that an online marketing strategy can better target a specific sort of customer Course overview Week Lecture Workshop 1 Introduction to course and assignment - 2 Survey design - 3 Population and sampling SPSS + survey 4 Data analysis - 5 - SPSS + survey 6 - - 7 - SPSS + feedback 1 st DEADLINE 20 January 2017 RESIT ALT. RESIT 07 April 2017 25 August 2017 17 Please read for next lecture • Bryman 4 th edition: Survey design • Pp. 232- 239 • Pp. 246-259 • P. 264 18