Research Evolution - Article Example

Critique Analysis: Methodological Perspective Student’s Name Institutional Affiliation Critique Analysis: Methodological Perspective The research study employed questionnaires to collect most of the data. The questionnaires were developed in order to evaluate and assess the distinctive consumer attitudes in regards to advertising in a general perspective and, also deployed specific appeals as well as images in the course of conducting advertising process (Jones & Eagleton, 2012). Consequently, the research study adopted consumer focused exploratory research meaning that items from past researches were included in the identification and designation of messages and imagery related to Australian consumers (Jones & Eagleton, 2012). The sampling technique was used whereby a total of about 20 focus groups were used in order to engage in deeper analysis on consumer attitudes in relation to the advertising and perspectives of the present advertising frameworks in place. Significantly, a two series of focus groups got employed with each of these series composed of at least 10 adult participants of the Illawarra people (Jones & Eagleton, 2012). The article notes that one of the series of focus groups took into consideration the exploration of the respondent’s attitude and feelings in regards to advertising compositions and the entire content being advocated on a general perspective (Jones & Eagleton, 2012). The second respondent focus group involved the sample population watching at least six of the most recent adverts and thereafter, allowed to rank each of these adverts on a 13-item questionnaire by use of a 5-point Likert Scale (Jones & Eagleton, 2012). The samples were expected to provide their views on whether advertisements were personally inoffensive and/ or they were socially unacceptable, whether they were successful in ensuring that products were marketed as well as whether the questions were really focused on AANA code of ethics (Jones & Eagleton, 2012). The respondents were sourced from an electronic database that contained a great number of names and addresses of people living in Illawarra, NSW Local Government Area. The database was bought from commercial research agency (Jones & Eagleton, 2012). It was made up of about 6097 addresses and names and a total of 4000 were selected at a random exercise to participate in the survey questionnaire. The researchers indicate that the sampling population covered an entire representative of the general population in regards to the decreasing popularity of landline telephones (Jones & Eagleton, 2012). It is noted that the survey was first distributed in April 2008, which resulted to the return of about 656 feed back in form of completed questionnaires. Non-respondents of these survey questionnaires were each reminded later and a replacement put in place in the following month, which resulted to additional collection of 216 filled surveys. Thus, the research study entailed a collection of 872 survey questionnaires, which represented about 21.8% of the sample population (Jones & Eagleton, 2012). Out of the 872 completed and returned survey questionnaires, 39.8% of them were male while the rest were female (Jones & Eagleton, 2012). All of the participants were 18 years and older while the age distribution was considered to be similar in its attribute to the underlying population. In fact, at least 19% of the participants were aged fewer than 35 years while 22% were aged 65 years and above (Jones & Eagleton, 2012). Some of the notable characteristics that were used included the participant’s immediate religious affiliations, level of education as well as the female participant’s parental statuses. The researchers indicated that they embarked on collecting data from the Illawara community since it is made up of a demographic profile that is deemed to be similar to that entire nation as a whole (Jones & Eagleton, 2012). Markedly, the article ascertains that the collection from the region indicates little or no differences to the underlying population. The research study has collected a substantial level of information for its overall study. The study is focused on finding out the different types of opinions relating to the present underlying Australia advertising prowess. In finding out the opinions, the study has set out to find out the immediate level of demographic differences that might result from opinions relating to advertising strategies put in place (Jones & Eagleton, 2012). Using this analysis factor, the responses were categorised into three distinctive levels that include; disagree, agree and neither responses. The study further collected data relating to the voicing of participant’s dissatisfaction levels. Using this opinion framework, it was noted that about 89.9% responded in affirmation to the presence of rules in advertising while 1.3% did not perceive any form of rules and policies guiding the activity as a whole (Jones & Eagleton, 2012). Furthermore, the study collected data that related to finding out opinions on specific appeals in advertising guidelines. In ascertaining whether the respondents depicted a higher level of concern with specific appeals in advertising, respondents adopted a 14 type of questionnaire that showed whether they conformed or were opposed of the concerns at hand. Methodological Perspective Strengths of the Article First, it can be seen that the article has followed a standard design of a typical research study whereby an introduction-method-data analysis-discussion-conclusion-references format has been effectively employed. The format has been employed in order to provide a clear and coherent approach in analyzing the information being presented. In fact, the use of the format has allowed the researchers to place their information as well as evaluation in correct manner. Secondly, the research article has used a substantial number of references most of which are up-to date and relevant to the study at hand. Thus, it means that the information analysis being evaluated is correct and well-researched bringing about information that can be used in effective decision making process in real life scenarios. Thirdly, the article has adopted an abstract section that clearly gives a clear perception of the information that is being portrayed throughout the paper. The abstract has clearly indicated the overall goals and objectives as well as the hypothesis being pursued throughout the study. Fourth, the article has an introduction section that has clearly made comparison of advertising strategies being adopted in various parts of the globe. Comparisons of Australia advertising strategies are made in relation to the United States of America, Europe and extend to Australasia. Fifth, the data analysis section of the article has been fairly laid out with different dependent variables being neatly presented throughout the analysis. Certainly, the article has identified how each of the opinion affects such variables as gender, age, religion, education as well as the parental statuses of the respondents. This has ensured that the results of the data analysis are well covered without omitting each influence a variable has. Sixth, the analysis has employed the use of graphs and tables in order to bring out a clear and coherent presentation of the results of the study as a whole. Figure 1 showcases the level of complaints that were made to the advertising standards board in the period between 2001 and 2009. The graph portrays the level of complaints received as well as the ones that are positioned within the charter. Table 1 showcases the demographic characteristics of participants with comparisons made in relation to the regions and countries of study. Table 2 has been used to portray the proportion of participants that conform to each of the statement relating to present Australian advertising strategies. Table 3 shows who respondents of the study would go ahead to complain to regarding advertising irresponsibility. Table 5 shows the significant level of differences in responses by the demographic groups under study. Finally, it can be noted that the research article has fairly acknowledged other parties that were of greater importance to the study as a whole. The section postulates that the study was funded by the Australian Research Council Discovery Grant. The disclosure is important because it eliminates any level of influences that might emanate from third parties. Weaknesses of the Article First, the article fails to indicate how the analysed information can be used in real life scenarios. Its applicability has not been fairly indicated to allow future research a chance to adopt the findings into other researches on exploratory basis. Secondly, the research article has failed to indicate the possible limitations that the researchers might have come across while collecting data especially in the course of communicating with the respondents. Other limitations that should have been noted include the challenges that they have come across in regards to selecting one form of variables over others. Thirdly, the research study fail to note whether they came across any ethical challenges especially while selecting respondents and ensuring that they completed the questionnaires without compromising their level of privacy or consent. References Jones, S. C. & Eagleton, K. (2012). What do Australian consumers think about current advertising standards? Journal of Public Affairs, 12(4), 315-325. Read More