dissertation chapters methodology,results and discussion.
the proposed methodology is quantitative a use of a survey Data will be collected through a cross sectional survey as it enables us to collect a large number of data in a limited time which is why questionnaires were chosen. It also saves time and money instead of hiring people to query the public. Also it can be answered anonymously which with the benefit of the doubt will more likely be answered truthfully. (Caines, 2014). Assessments will be made based on an off one time data collection and an experimental design which will attempt to identify whether emotions has an effect on behavior. quantitative data will be collected to achieve this, as standard questions inquiring about demographics of participants will be asked then the use of open ended questions will be used to allow for qualitative responses. Also Participants will be asked to choose all answers that apply to them and be encouraged to elaborate on any they need to with an open text box. Multi-item scales will be used for the answers for respondents. All questions will solely be about the participant’s emotions in respect to a specific advertisement and intention to purchase the product based on a 7-point Likert scale. The data collection will be focused on the data sample of both male and female consumers through a snowball sampling. When results are collected they will be interpreted to identify similar responses and patterns. Analytic techniques will include open coding and axial coding (Gratton & Jones, 2010). A t-test will be used to investigate whether there will be a significant difference between values of the same measurement under two different conditions. the analysis is just a suggestion whatever you think should be best used is ok by me the research is based on examining how emotions in response to fear appeal ads intend to change consumer behavior. the research is based on a health related ad so the ad example for the questionnaire should be a fear appeal ad related to sexual health. the consumer behavior model used is theory of planned behavior, the discussion should entail whether the add was effective or ineffective.
the research questions are
– What is the role of emotions in consumer behavior?
– How does the use of fear appeals in advertising affect consumer behavior?
– How does the use of fear appeals in ads have an impact on attention of consumers?
– How does fear appeal ads influence purchase/behavior intention?
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