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[{"key": "dc.contributor.author", "value": "Malkki, Miina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2013-11-28T19:45:41Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2013-11-28T19:45:41Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2013", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1288305", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/42540", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksessa tarkastellaan Jyv\u00e4skyl\u00e4n yliopiston opiskelijoiden k\u00e4sityksi\u00e4 kahden Jyv\u00e4skyl\u00e4ss\u00e4 toimivan vaatemyym\u00e4l\u00e4n taustamusiikista ja taustamusiikin sopivuudesta myym\u00e4l\u00e4n yleisimagoon. Tutkimuksessa selvitet\u00e4\u00e4n, miten hyvin opiskelijat osaavat arvioida sit\u00e4, mink\u00e4laista musiikkia myym\u00e4l\u00f6iss\u00e4 soi, ja miten myym\u00e4l\u00e4n taustamusiikki sopii myym\u00e4l\u00e4n yleisimagoon. Samalla tarkastellaan myym\u00e4l\u00e4ss\u00e4 asiointitiheyden ja oman musiikkimaun yhteytt\u00e4 siihen, miten hyvin taustamusiikki miellet\u00e4\u00e4n myym\u00e4l\u00e4n yleisimagoon sopivaksi. Tutkimuksen teoreettisena taustana esitell\u00e4\u00e4n myym\u00e4l\u00e4n ilmapiirin k\u00e4site ja aikaisemmassa tutkimuksessa esiin tuotu musiikin sopivuus. N\u00e4m\u00e4 yhdess\u00e4 toimivat perusteluina tutkimusaiheen t\u00e4rkeydest\u00e4 tuoden esiin taustamusiikin roolin myym\u00e4l\u00e4ymp\u00e4rist\u00f6ss\u00e4.\n\nTutkimus toteutettiin m\u00e4\u00e4r\u00e4llisen tutkimuksen periaatteita noudattaen ja tutkimusaineisto ker\u00e4ttiin survey- menetelm\u00e4ll\u00e4. Kysely toteutettiin www-kyselyn\u00e4 ja tutkimuksen perusjoukoksi valittiin Jyv\u00e4skyl\u00e4n yliopiston opiskelijat, sill\u00e4 he vastasivat myym\u00e4l\u00e4p\u00e4\u00e4llik\u00f6ille tehdyn pohjustavan kyselyn mukaan i\u00e4lt\u00e4\u00e4n myym\u00e4l\u00f6iden kohderyhmi\u00e4. Koska vastaavaa tutkimusta ei oltu aikaisemmin tehty, kyselyn kysymyspatteristo luotiin alusta pit\u00e4en, kuitenkin aikaisempia tutkimuksia apuna k\u00e4ytt\u00e4en. Tutkimustuloksia analysoitiin Excel-ohjelman ja SPSS- tilasto-ohjelman avulla ja tekij\u00f6iden yhteyksi\u00e4 tarkasteltiin ristiintaulukoimalla.\n\nT\u00e4m\u00e4n tutkimuksen perusteella voidaan todeta, ett\u00e4 vastaajilla oli hankaluuksia arvioida sit\u00e4, mink\u00e4laista musiikkia myym\u00e4l\u00e4ss\u00e4 soi. Vastaajille oli selke\u00e4\u00e4, mink\u00e4lainen musiikki myym\u00e4l\u00f6iss\u00e4 ei soi, mutta ainoastaan noin nelj\u00e4sosa vastaajista osasi arvioida myym\u00e4l\u00e4ss\u00e4 tyypillisesti soivaa taustamusiikkia siten, ett\u00e4 vastaukset vastasivat myym\u00e4l\u00e4n omaa n\u00e4kemyst\u00e4. Tutkimuksessa havaittiin my\u00f6s, ett\u00e4 mit\u00e4 useammin vastaaja ilmoitti asioivansa myym\u00e4l\u00e4ss\u00e4, sit\u00e4 paremmin myym\u00e4l\u00e4n taustamusiikin kerrottiin vastaavan omaa mielimusiikkia.\n\nVastaajien enemmist\u00f6n mukaan myym\u00e4l\u00f6iden taustamusiikki oli myym\u00e4l\u00e4n yleisimagoon n\u00e4hden sopivaa, ja mit\u00e4 useammin myym\u00e4l\u00e4ss\u00e4 asioitiin, sit\u00e4 paremmin myym\u00e4l\u00e4n taustamusiikin katsottiin sopivan myym\u00e4l\u00e4n yleisimagoon. Musiikin sopivuus myym\u00e4l\u00e4n imagoon ja oman musiikkimaun vastaavuus myym\u00e4l\u00e4n taustamusiikkiin oli my\u00f6s tarkastelun kohteena ja tulosten perusteella taustamusiikin ja oman mielimusiikin yhtenev\u00e4isyydell\u00e4 ei havaittu suurta yhteytt\u00e4 siihen, miten hyvin taustamusiikin katsottiin sopivan myym\u00e4l\u00e4n yleisimagoon. Riippumatta siit\u00e4, vastasiko myym\u00e4l\u00e4n taustamusiikki omaa mielimusiikkia, myym\u00e4l\u00e4n taustamusiikkia pidettiin myym\u00e4l\u00e4n yleisimagoon n\u00e4hden sopivana.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Miina Malkki (mimamalk) on 2013-11-28 19:45:38.412726. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2013-11-28T19:45:41Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201311282685.pdf: 1056276 bytes, checksum: a0dfe33cde29a2032a148bd16d363647 (MD5)\nlicense.html: 4963 bytes, checksum: da8a9f1242ae0459eb4bff16e5cb6e20 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2013-11-28T19:45:41Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201311282685.pdf: 1056276 bytes, checksum: a0dfe33cde29a2032a148bd16d363647 (MD5)\nlicense.html: 4963 bytes, checksum: da8a9f1242ae0459eb4bff16e5cb6e20 (MD5)\n Previous issue date: 2013", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto.", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "taustamusiikki", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "v\u00e4hitt\u00e4ismyym\u00e4l\u00e4n taustamusiikki", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "myym\u00e4l\u00e4n ilmapiiri", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kuluttajien k\u00e4sitykset", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "musiikin sopivuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kuluttajien k\u00e4sityksi\u00e4 kahdessa vaatemyym\u00e4l\u00e4ss\u00e4 soivasta taustamusiikista sek\u00e4 musiikin sopivuudesta myym\u00e4l\u00f6iden imagoon", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201311282685", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Musiikin laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Music", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Musiikkitiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Musicology", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2013-11-28T19:45:42Z", "language": null, "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", 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