The impact of advertisement on female customers in Doha - Research Paper Example

? Running Head: RESEARCH PAPER ON CONSUMER BEHAVIOR From a theoretical perspective, research exercise involves objective investigation aimed at acquiring information on a subject under consideration. Research finds intensive application both in natural and social sciences. On the aspect of social sciences, business organizations engage in active research processes meant to supplement updated information on the actual trends within a given period of time. Research exercise involves systematic investigation and acquisition of knowledge, and is carried out through some predetermined procedural phases. According to Kumar (2010), one aspect given importance on research involves the issue of validity and reliability of final research findings. In order to ensure acquisition of reliable results, a researcher needs to conduct the exercise in close inclination with scientific research procedures. Typical procedures contained within the scientific framework include methodology, hypothesis and data analysis sections. In this case, the essay seeks to develop an illustrative application of scientific research procedures in acquiring knowledge on any subject of interest. In the recent past, there is an increasing intensity of the number of advertisement used by business organizations in commercial undertakings across Qatar. Hansen and Sverre (2007) say that these commercials include clothing adverts, food adverts and lifestyle oriented marketing strategies integrated into media advertisements. In this regard, the essay focus on a research exercise conducted on the impact of advertisement around the city of Doha. The research narrows down to the market segment comprising of female consumers across the city. In 2012, a substantial number of social and health agencies expressed their concerns on the messages contained in media adverts. According to Brooks (2008), health agencies categorically acknowledged that media advertisement on fast food presents negative impact on the youth population. On the other hand, social activists expressed the concern that advertisements on fast food portray the female gender from a negative perspective. Brooks (2008) says that advertisements portray modern-figured women as the chief consumers of fast food. In this regard, the purpose of this research paper is to substantiate and evaluate the impact of fast food advertisements on female population around Doha. According to Brooks (2008), recent trends in Doha’s advertisement content suggest that 70% of people seen in food advertisements belong to the female gender. These advertisement figures are usually of lean and slender body shapes. This creates perceptions that slender and lean figure represents the ideal body weight of women in modern societies. Relevant psychological studies indicated that portrayal of idealized thinness in the advert media falls contrary to actual average body weight of female consumers around Doha. In this case, women tends to develop negative moods and personal perceptions whenever their actual body weights fall short of the idealized body figures seen in advertisements. The worst part is that these adverts largely communicate messages on fast food. As a result, female population usually tries to emulate the celebrities in advertisement by consuming the advertised fast food products. In this context, social studies indicate that teenage girls in Doha are unhappy about their actual body weights. Brooks (2008) emphasize that they are striving to consume fast food in an effort to attain idealized body weights seen women within commercial adverts. Importance of this research comes in on the effect of fast food consumption among the teenage population. It is undeniable that fast food presents negative health results like obesity and high cholesterol level in the body. In this case, the research seeks to ascertain the role of advertisements in influencing current nutritional trends witnessed among the female population in Doha. In the essay, we acknowledged earlier that this research paper will utilize scientific procedures in acquiring findings on the topic under consideration. One provision within the scientific research framework if hypothesis. According to Kothari (2008), the hypothesis provides a directional sense on conducting a research exercise. In this regard, the hypothesis statement for the research states that use of idealized thin women in fast food advertisements increase the consumption of fast food among the female consumers. With respect to the design of this hypothesis, the statement contains both the dependent and the independent variable. According to Iqbal (2013), the use of idealized thin women in fast food advertisements features as the independent variable. On the hand, the degree of fast food consumption among the female consumers assumes the role of a dependent variable. This means that the degree of fast food consumption depends on the magnitude and intensity of idealized figures in advertisement. In this case, the entire research will strive to obtain data and information that will either approve or disapprove the hypothesis statement. In order to further ascertain validity of the hypothesis claim, the research will employ the use of a null hypothesis. The null hypothesis states that consumption of fast food among the female population has nothing to do with the use of idealized thin women on commercial fast food advertisement. Upon completion of the research, findings will either approve the alternative hypothesis or rejects the same hypothesis. According to Kothari (2008), the null hypothesis provides an insinuation on the fact that consumption of fast food among the female population in Doha are a result of random chances, which lies outside the effect of idealized body weights used in women advertisement figures. At this juncture, the two hypotheses will provide a direction towards which all the entire research processes will follow. In order to test the proposed hypothesis, the research will require the use of appropriate methodology. The methodology starts with acquisition of a representative sample within Doha’s fast food consumer population. Studies on consumer science trends suggest that teenagers and young women under the age of 35 features as the largest consumers of fast food across the city. Therefore, the research will acquire a representative sample from this section of consumers. Sampling needs to accord consumers in the population equal chances of appearing in the sample. The research will employ a random sampling technique in acquiring approximately 100 participants for the research exercise. According to Kumar (2010), this medium number is meant to off-set huge cost associated with large samples, while eliminating errors associated with lean sample population. After obtaining a representative sample size, the next phase within the research methodology involves data collection techniques. Information obtained will have to possess quantitative aspects in order to enhance objectivity of findings and conclusions adopted upon completion of the paper. In this case, the paper adopts a quantitative research design through the use of sample survey. The survey exercise will use questionnaires as appropriate tools of obtaining required numerical data. In this regard, the questionnaires will use Likert scale in measuring the degree of responses given by the participants. According to Kumar (2010), Likert scales usually contain a range of responses determining whether a response agrees or disagrees with an underlying statement. The adjusted range of approximately 5 scales used in Likert measurement facilitates the ability to quantify responses in terms of degrees of affirmation or disagreement. After obtaining the sample, this research process will employ relevant statistical tools in analyzing resultant data. Appropriate statistical techniques used include the calculation of average degree of responses in terms of mean, and the relationship between variables in terms of correlation coefficients. After analyzing resultant data, information obtained will either approve or disapprove the hypothesis adopted in the earlier part of the essay. In conclusion, this essay evaluated the first stages employed in conducting a research exercise. These stages include stating the purpose as well as the significance of the research project within actual problems in the society. In addition, the essay appraises the function of alternative and null hypotheses in providing directional sense throughout the research. Finally, the last part of the essay extrapolates on research methodology, which facilitates testing of hypothesis statement. In order to validate the claim on the effect of advertisement on fast food consumption among the female population, we will move on into conducting a survey exercise within the Doha female consumers. Reference List Brooks, P. (July 14, 2008). Social Impact of Advertisements. Jrmcads.blogspot.com. Retrieved from http://jrmcads.blogspot.com/ Iqbal, M. (May 4, 2013). Social & Economic Impacts of Advertising. ezinearticles.com. Retrieved from http://ezinearticles.com/?Social-and-Economic-Impacts-of-Advertising&id=608191 Kothari, R. C. (2008). Research Methodology: Methods and Techniques. Pittsburgh: Cengage Learning Publishing. Kumar, R. (2010). Research Methodology: A Step-by-Step Guide for Beginners. New York: SAGE Publishing. Sverre, R, C. & Hansen, Y. F. (2007). Emotions, advertising and consumer choice. Copenhagen: Copenhagen Business School Press DK. Read More