Empirical research in this thesis has an experimental design. Twenty-five students from various universities in Riga were recruited to participate in the qualitative experiment, which took place in the winter of 2020. The sample consisted of 56 percent of women and 44 percent of men. The age group of respondents is 18-25 years old. Participants were randomly selected by sending invitations through the Facebook social network.
Therefore, participants were exposed to various stimuli (conditions). Stimuli consisted of advertisements with stereotyped or non-stereotyped images. Reactions were measured using semi-structed interviews. Interviews is the most common tool to use when gathering data in a qualitative study since it enables the researcher to access peoples’ perception about the reality. The researcher had a list of questions within a specific subject called an interview guide. The interview guide helps the researcher to make sure that all the questions and t...
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