Study Gauges Changing Roles of Women

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NBC Universal is conducting a major study that will gauge how the changing roles of women in society are affecting female consumer behavior.<br clear="none" /> <br clear="none" /> Results of the study, being coordinated via the network's Women at NBCU initiative and conducted with market research firm GFK Roper, will be released in mid-October.<br clear="none" /> <br clear="none" /> But sources said much of the research has been completed and that preliminary results show women playing a much larger role in buying big-ticket items such as cars and high-end consumer electronics than a decade ago. Women are also playing bigger roles in family financial planning and buying stocks and bonds, per the study.<br clear="none" /> <br clear="none" /> NBCU said the study was designed as a complement to a programming partnership the media company announced this week with Maria Shriver, a former NBC News correspondent, called "The Shriver Report: A Woman's Nation Changes Everything," which will air as a weeklong series over an array of NBCU platforms beginning Oct. 18.<br clear="none" /> <br clear="none" /> Shriver's report was conducted with the Center for American Progress and support from Time magazine, Hewlett-Packard, the Rockefeller Foundation and the USC Annenberg Center on Communication Leadership and Policy.<br clear="none" /> <br clear="none" /> Segments will air on NBC's Meet the Press, CNBC, Telemundo and iVillage.<br clear="none" /> <br clear="none" /> Results of the female consumer behavior study will be discussed at a Nov. 10 Women@NBCU advisory board meeting, and then released publicly. Advisory board members include Zenith Media's Peggy Green, Gilt's Susan Lyne, Nancy Smith of American Express and Citigroup's Lisa Caputo.<br clear="none" /> <br clear="none" /> <a href="http://www.mediaweek.com" target="_blank">&#x2014; Nielsen Business Media</a>