CHAPTER III
RESEARCH OBJECTIVES AND METHODOLOGY
3.1 Significance of the Study:
The study is undertaken to analyse teenagers’ perception of product claims through photographic images in print advertising: A case study of Mangalore city. The purpose of this study is to explore how teenagers perceive photographic images in a print advertisement and their influence on them. For this study the researcher will be analysing two photographic images of fashion clothing advertisements published in newspapers by Pantaloons to analyse how teenagers perceive these ads. Pantaloons print ads were chosen as they claim their products through their photographic images.
3.2 Objectives of the study:
- To study whether photographic image in print advertisement helps the teenagers to perceive the messages or claims in the actual sense.
- To study whether a photographic image in newspaper advertisements can grab the attention of the teenagers towards the product.
- To study the role and effectiveness of photographic images in newspaper advertisements that sells the product.
3.3 What is Research
Research refers to a search for knowledge. One can also define research as a scientific and systematic search for relevant information on a specific topic. The Encarta dictionary lays down the meaning of research as “organized study: methodical investigation into a subject in order to discover facts, to establish or revise a theory, or to develop a plan of action based on the facts discovered.” (Encarta dictionary 2006)
Some people consider research as a movement from the known fact to the unknown fact. This is justified by the fact that our inquisitiveness led us to probe and attain fuller understanding of the unknown. Inquisitiveness is the mother of all knowledge and the method, which researcher employs for obtaining the knowledge of whatever the unknown, can be termed as research. (Kothari, 2005)
3.4 What is Research Methodology
Research methodology is a way to systematically solve the research problem. Ibid.8 It may be understood as a science of studying how research is done scientifically. Here, the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them are studied. (Kothari, 2005)
3.5Literature review
Critical review of existing literature is an important part of every research. Primary literature sources are unpublished research or firsthand information that relates directly to the research problem.
Secondary literature sources are books, articles or other material that are more easily accessible in the public domain. Tertiary literature sources are gateways to secondary literature sources and include encyclopedias, dictionaries, catalogs, web portals etc. Literature review is not confined to any particular stage during the research process. Its a continuing activity spread across the period of research as the researcher has to keep himself updated on current developments pertaining to his research topic. (Kothari, 2005)
3.6Choosing research approaches and strategies
It is a usual process in business research to mix various methods of data collection and analysis. Here, the researcher may use qualitative or quantitative or a mix of both the methods. Reliability and validity of the research is also very important. The research should be transparent and clear to the reader so that they may benefit from its results. There are three types of validity namely face validity, construct validity and internal validity. Face validity refers to how effectively a layman can see that it is a valid method of researching the topic. Construct validity is a complex idea which indicates that the research should actually measure what the researcher thinks it measures. Internal validity relates to causality between a factor and an effect. Sampling refers to the process of choosing a group of people from the total population who are representative of the characteristics of the population. It may be done using probability sampling techniques or non-probability sampling techniques. This result is then generalized to the entire population based on the sampling technique used. (Kothari, 2005)
a. Questionnaire design and testing
The format of the questionnaire should not be too difficult or too long to complete.
Usually, pilot study is conducted to check the effectiveness of a questionnaire.
b. Using secondary data
Secondary data is data which was not collected by the researcher himself for the purpose of his research. Therefore, it may have been collected by other researchers or institutions for a varied purpose.
c. Descriptive research
Descriptive research includes survey and fact-finding enquiries of different kinds. The purpose of descriptive research is description of the state of affair as it exists at present. A descriptive study identifies relevant variables but does not aim at testing hypothesis. Descriptive study employs sample statistical techniques like averages and percentages.13
d. Purposive sampling
In purposive sampling, each sample element is selected for a purpose, usually because of the unique position of the sample elements. A purposive sample may be used in a key informant survey, targeting individuals who are particularly knowledgeable about the issues under investigation. 12
3.7 Methods Adopted
a. Methodology
The methodology chosen for the study was quantitative study through the questionnaire method. A purposive sample is chosen with the knowledge that it is not representative of general population.
The researcher made use of two print advertisement of brand Pantaloons and certain questions based on these photographs were prepared in order to understand the understanding of the teenagers about the image and to know whether the advertisers succeeded in sending across the intended message.
b. Respondents of the study
The study was targeted on 200 teenagers of Mangalore city which includes 100 boys and 100 girls for a balanced study, who belong to the age group ranging between13-19 and who read newspapers, were chosen by the researcher for the study. Purposive sampling technique was utilized to ensure that the study is unbiased.
Due to certain limitations of time and money, the researcher limited the number of questionnaires distributed to 200. These questionnaires were distributed to teenagers who have the knowledge of newspaper advertisement.
3.8Operational Definitions:
Photography
Photography can be defined as the art or practice of taking and processing photographs.
Advertising
It is a form of communication intended to persuade an audience to purchase or take some action upon products, ideas, or services.
Print Advertising
Advertisements, which are printed on some type of paper handled by the potential audiences such as newspapers, magazines etc.
Photographic images in print ads
The photographic images are used in print advertisements in order to communicate a message, more precisely to be conveyed with a commercial motive, unlike a normal natural photograph.
Perception
Perception is the process of attaining awareness or understanding of sensory information.
Teenager
A teenager is a person between the age of 13 and 19.
Product Claims
Product claims in advertising means, what a manufacturer wants to claim about the product to its customers in order to persuade them to purchase it.
Marketing
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others.
________________________________________
12Fundamentals of Social Work Research by Rafael J. Engel, Russell K. Schutt
13 Methodology of Research in Social Science by Krishnaswami, O.R and M. Ranganatham
No comments:
Post a Comment