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Use of Free Responses and Cluster Analysis to Determine Stereotypes of Eight Groups

University of Houston

Leilani Jennings

University of Houston

Richard M. Rozelle

University of Houston

James C. Baxter

University of Houston

Elroy Sullivan

University of Houston

A two-part study contrasted the utility of free-response and checklist methodologies for ascertaining ethnic and gender stereotypes. Descriptions of data collection, organization, and cluster and entropy analyses are provided. Results indicate that important differences emerge between data resulting from free-response methodology and those obtained with traditionally employed adjective checklists. These differences include the generation of a large percentage of physical descriptors and within-ethnic-group gender differences in stereotype content. A major finding is the generation of a large number of distinct responses coupled with low-frequency use of any particular response. Study 2 specifically examined whether free-response data are more schematic than checklist data. Results indicate that free-response data have a greater dependency and may thus be indicative of schematic response. This schematic response may, in turn, indicate more automatic processing than is evident with data from checklist methodologies.

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