During the time that many Brands that have pulled out of the Diversity, Equity, and Inclusivity it has changed the relationship of consumers with those those Brands.
How can D.E.I. impact brands?
It can lead to not having accessibility in Brand’s websites and lead to emotional insenstivity.
Brands are starting to forget who their consumers are and what it means to be accessible to them. By not having accessibility it can lead to loss in Brand loyalty and consumers looking elsewhere.
Analytical Objective 2: Develop a mixed-methods analytical framework to evaluate the accessibility of major retail websites/app using both quantitative and qualitative user survey data.
Literature Review
Existence in well established models:
The Content Analysis Guidebook by Kimberly A. Neuendorf
Assessment of Adequateness:
The assessment of the adequateness
Need for additional analysis:
Methods
Data and Sampling:
Spanish speaking adults who reside in the United States.
Data Wrangling:
Cleaning the data by using R and being able to used in Tableau
Sample Characteristics:
Sector: Retail (e.g. Walmart, Home Depot, Chick-fil-a, and more)
Location/Region: United States of America -Business Type: B2C -Consumer segments include Spanish Speakers
Measures:
The websites would be measured by using 0 (none), 50 (Partial), 100 ()