Data Collection Methods Essay Example | Topics and Well Written Essays - 1000 words

Data Collection Methods - Essay Example Focus group Advantages and Dis-advantagesAccording to Morgan (1996) focus group is a research method devoted to data collection to gather data through group discussion. It is an easy way to listen to diverse views of the research issue. Group discussion deals with real life issues and helps in gathering real time data. However there are several disadvantages of focus group. It is quite expensive and time-consuming research methodology. In focus group that some of the participants are mistaken by the group discussion and they jump to conclusion. It is hard for the moderator to keep the group of people focused on one topic for a long time. Group discussions are not planned. People can go in wrong direction and lot of time is wasted to come back to the original topic. In-group discussion, people take sides, and the mentality of follow the crowd exists. The research interview is defined as â€Å"a two-person conversation initiated by the interviewer for the specific purpose† to find research relevant information and focusing on the interviewee to gather the essential data (Cohen, 2000). The interview involves gathering data through direct verbal interaction between the individuals. Veal (2000) has described interview as a strategy to find out from people about the things, which cannot be observed directly. The interviews are meant to collect data from each respondent face to face. In the interview, each respondent contributes a different perspective of the same question. Personal interviewing provides face-to-face contact with respondents, which permits audible and visual communication with respondents in real time (Joann, 1990).

Primary Research on an Advertisement Essay Example | Topics and Well Written Essays - 2000 words

Primary Research on an Advertisement - Essay Example Not only was the advertisement hilarious but it also generated positive applause from the millions of football fans, especially in Africa. Clearly, the creators of this advertisement were innovative enough to acknowledge that football can be used to create attractive appeals to consumers through relating it with refreshing moments. While millions of viewers were united by football, the Coca-Cola Company identified this as a perfect opportunity to establish long lasting appeals of its Coke product to the football fans. This paper seeks to analyze the different ways in which Coca-Cola Company presented its intended appeals on football viewers, specifically the youth age group (between 18 and 30 years.) The advertisement is divided into five-screen sections of different settings: the old timer, the worrier, the show off, the admirers, and the die-hards. The advertisement begins with screens of football fans in different locations who are watching football matches. Some of the viewers are refreshing their throats with a Coke soda in the different locations. The next screen focuses on an old man who cannot sit down due to the excitement arousal caused by drinking Coke. Although he has poor vision to follow up the football match, he is keen enough to notice and celebrate a goal. The advertisement then shifts to a football fan who has actively chewed his football gloves due to the anxiety caused by watching a game filled with suspense. A woman appears, and hands him two bottles of Coke, which seem to offer him a sense of relaxation. Another screenshot appears where a girl seems to be celebrating that her team won, only to be informed by a man drinking Coke that the match is at half tim e. The next screen focuses on three chefs in the kitchen who are keenly concentrating on a football match while drinking coke. They seem to have forgotten about their occupational responsibilities; food seems to be burning in the background and