Research Methods- Qualitative Data Collection, Availability Ends For this assignment. you will build
on your assignment from last week and further explore how you might examine your research
problem using a qualitative methodology. The past assignment is attached for informational
purpose. Respond to the following questions: -Please restate the research problem. purpose. and
research questions you developed previously and incorporate any faculty feedback as appropriate.
-How might fieldwork and observation be used to answer your research questions? What role
would fieldnotes play in this process? What are the advantages and disadvantages of using
observation? -How might interviewing be used to answer your research questions? Would you use
face-to-face interviews or electronic interviews? Why or why not? Would you interview participants
individually or in a group? Why or why not? What are the advantages and disadvantages to using
interviews to collect your data? -Discuss ethical issues to consider with these qualitative data
collection methods. -Reflect on how you might code the potential data you collect. Be sure to use
scholarly sources to support all assertions and research decisions.
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Assignment: Week 4, Understand Qualitative Approach; The Use Of Sexual Innuendo In Advertisement
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Assignment: Understand Qualitative Approach; The Use Of Sexual Innuendo In Advertisement
Research Methods(BTM-7303) Assignment #4
Use of Sexual Innuendo in Advertisement
There has been an emergence of sexual innuendo adverts in the product promotion campaigns in the last few decades, with their popularity increasing as time moves forward. Despite their ability to trigger more sales, a section of people, especially the sociologists, regard them as undesirable since what they encourage contravenes the moral standards of the societies (Reichert, & Lambiase, 2014). They are unfit because of the need to protect the young people, especially the school children and youths from getting exposed to images or videos whose contents contradict the acceptable moral values of their societies. If uncensored, their continuity may trigger abnormal reactions from the young to indulge in the activities that are immoral because of what they plainly see in their daily lives (Reichert, & Lambiase, 2014). Apart from that, what the adverts showcase is a kind of gender imbalance where more often females feature in the adverts, exposing their nudity more than males. The producers regard women as inferiors and best suited for sexual exploitation in areas such as in product promotion (Choi, et.al, 2016). The sexual innuendo adverts, therefore, are a common threat and should be discouraged because their purpose has many social disadvantages outweighing the anticipated economic benefits. As the researcher, I propose a qualitative study to explore the social effect associated with the sexual innuendos advertisements on school children and youths. Specifically, the effects will focus on the social outcomes of the identified population, if they are exposed to sexual innuendo adverts frequently.
The research questions will be as follows.
Do the sexual innuendo advertisements have any significant outcome on the promoted product?
What social effects does sexual innuendo advertisements have on the school children and youths?
What are the sociological consequences due to the exposure of children and young people to sexual innuendo ads over time?
The proposed study will be an ethnographic study. An ethnographic study is one where the researcher observes or interacts, through qualitative means, with the participants in their real life environment (Hammersley, 2016). It is expected to support the researcher on a deeper understanding of the research problem, by considering the population and goals of the study. The design is important, in this case, because the research questions focus on the social effects of the sexual innuendo advertisements. The social interactions, behaviors, and perceptions of people are required for the study to draw a valid conclusion. An ethnographic study will, therefore, provide rich and holistic insights into the people’s views and actions on what they consider the sexual innuendo advertisements to represent through observation and interviews (Hammersley, 2016).
The data collection methods will be observation, interviews, and surveys (Schensul, & LeCompte, 2013). A combination of these methods is expected to provide a valuable understanding of the questions under investigation. Interviews will be comprised of both the structured and unstructured questions. The structured questions will focus on answering the specific issues of the study. On the other hand, the open questions will aim at providing the researcher a deeper understanding of the topic from the participants (Schensul, & LeCompte, 2013). The observational method will involve the researcher making observations. The researcher will adopt direct observation. It is an observation where the participants will know that they are being watched. The choice of this type of study is due to the ethical concerns concerning informed consent and invasion of privacy. Therefore, it is good for the people to be aware that they are being watched. The surveys will collect the information from the participants in a systematic way through face-to-face contact at suitable locations (Schensul, & LeCompte, 2013).
The eligible people for the study will be high school students, as the representatives of school children, while the college and university students will be the representatives of the youths. Therefore, the study will take place in high schools and colleges and universities. The choice of this population results from the fact they face considerable social influence in their undertakings. The researcher hopes that the population will provide relevant data for analysis which will lead to valid conclusions and generalizations. The study will adopt a non-probabilistic sampling. Members of the population will not have equal chances of participating in the study. The sampling technique will be for convenience. Only the people within the convenient access of the researcher will take part in the study, as long as they meet the eligibility criteria.
The researcher will uphold ethical standards in research work throughout the process. The study will begin after obtaining official authority from the university upon presenting the proposal to the relevant department. The study authority will be submitted to the sampled schools to seek permission and time allocations for the study from the school heads. All the participants will be required to sign a consent form before the onset of the data collection to ensure that study was through voluntary participation. Participants will not receive any payment because of fear of undue influence and coercion (Miller et.al, 2012).
In addition, the researcher will uphold the confidentiality of the collected data during and after the study. During the study, interviews will take place in secluded places with one participant at a time. After the study, no part of the collected data will be revealed to third parties or used for other purposes other than the one it is intended to serve (Miller et.al, 2012).
Choi, H., Yoo, K., Reichert, T., & LaTour, M. S. (2016). Do feminists still respond negatively to female nudity in advertising? Investigating the influence of feminist attitudes on reactions to sexual appeal. International Journal of Advertising, 35(5), 823-845.
Hammersley, M. (2016). Reading Ethnographic Research. Routledge.
Miller, T, Mauthner, M, Birch, M & Jessop, J. (2012). Ethics in Qualitative Research. Second Edition. Sage.
Reichert, T., & Lambiase, J. (Eds.). (2014). Sex in Advertising: Perspectives on the Erotic Appeal. Routledge.
Schensul, J. J., & LeCompte, M. D. (2013). Specialized Ethnographic Methods: A Mixed Methods Approach. Lanham, Md: AltaMira Press.