Traditional Advertising and Marketing Agencies Research Proposal

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Note: correlations do not indicate cause. Changes in style of offline media, if apparent, may be due to any number, or composite, of factors.

In order to encourage people to answer, question will be minimal. I will use a Likert scale with some questions being open-ended and others being closed. I would also pilot survey on a reflective population sample beforehand in order to ensure understanding, clarity, and relevance of questions. I would furthermore process study with IRB beforehand so as to screen for possible ethical concerns and have an objective group of associates read and decipher results so that misinterpretation will be prevented. Participants too may be approached for feedback in order to ensure that their responses have been correctly deciphered.

Variables / Concepts:

The independent variable is 'social media'. The dependent variable is 'traditional media.

Instrument analysis: QUAL: phenomenological / textual analysis

QUAN: Survey

Data analysis:

QUAN: SPSS. Correlation

QUAL: Textual analysis.

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Consent:

QUAN: The CEO of the various media outlets will be approached and his permission solicited for study. The names of the journalists will be solicited from the site / from CEO / or form investigation of the newspaper. These will then be called or e-mailed and asked their consent for their involvement in the study. The study (excluding its rationale) will be described to them, and potential applications will be accorded the possibility of dropping out whensoever they wish. They will be guaranteed anonymity and told that they can use a pseudonym.

The QUAL study needs no consent since it is text that will be scrutinized.

Source

Breakwell, G.M., Hammond, S., & Fife-Schaw, C. (2007). Research methods in psychology. Sage, USA.

Creswell, J. (2003). Research Design: Qualitative, Quantitative,….....

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