Advertisement is the non-personal form of communication that allows businesses to connect with the potential customers in an effective way. Effective use of advertisements can actually increase the business level of organizations in a major way. For that reason, different businesses have used different strategies at the time of developing advertisements. Now, in order to increase the effectiveness of the advertisements, proper understanding of consumer psychology is required. According to Moriarty et al. (2014), consumer psychology often influences the five stages of decision-making process at the time of selecting a particular product. Therefore, it directly affects the revenue level of the organization. It has influenced different business entities to utilize unethical practices at the time of developing a particular advertisement. Modern competitive business environment has provided very little opportunity for the organization to maintain all the ethics in an appropriate manner. In fact, misleading advertisements have become one of the most popular practices across the globe (Weiss 2014). The study will focus on collecting information about the significance of maintaining ethics in business practices. It will illustrate the kind of psychological impact ethical advertisement practices can have on the customers. For that reason, the study will focus on collecting in-depth qualitative information about the research topic, which will include different perspectives of different employees. The study will also focus on selecting appropriate sampling technique for ensuring required level of information are collected about the research topic. Moreover, it will also select appropriate data analysis procedure in order to evaluate the collected information about consumer psychology and ethical advertisements.
The study aims to evaluate the significance of maintaining ethics at the time of developing advertisements in order to create positive impact on consumer psychology.
With the advancement of technologies, businesses have received several tools and options for fulfilling their marketing requirements. As a result, it has also changed the ethical guidelines for the businesses in conducting marketing activities. Therefore, not too many studies have been conducted on evaluating the changing guidelines of marketing activities and its impact on customer decision-making psychology (Tuncay Zayer and Coleman 2015). Therefore, the outcome of the research study will provide effective guidelines for the businesses in order to fulfil all the requirements in an effective manner. Moreover, the outcome of the study will also focus on identifying the best possible way to maintain ethics in advertisement for avoiding any unnecessary challenges on the business procedure.
In order to evaluate ethics in advertising and consumer psychology, the study will focus on following research questions:
In order to capture appropriate information about the ethics in advertisement and customer psychology, the study will have to focus on utilizing effective research methods. According to Mackey and Gass (2015), proper selection of research methods provides systematic framework for the study to cover all possible areas in an effective manner. It also allows the study to identify different limitations and drawbacks in fulfilling all the aims and objectives. For collecting information about ethics in advertisements and customer psychology, the study will focus on identifying appropriate research philosophy and design. It will help the study to highlight the research scope area in an appropriate way.
As illustrated by Taylor, Bogdan and DeVault (2015) research philosophy deals with nature, source and development of knowledge so that they research study can include in-depth information. Research philosophy plays a critical role in developing assumptions and beliefs for covering all aspect of the research topic. Realism, interpretivism, pragmatism and positivism are the type of research philosophy that studies can use for covering all aspect of the research topic. Now, in order to evaluate the significance of ethics in advertisements, the study will use positivism research philosophy (Miller et al. 2012). The study will focus on using positivism philosophy, as it helps to include factual knowledge about the topic. Moreover, positivism philosophy helps to investigate the reliability and validity of the collected information about the research topic. Moreover, the selection of positivism philosophy is likely to create impact on the effective hypothesis development about the topic. Positivism research philosophy also focuses on including different perspective of the captured data, which is likely to add value to the overall outcome of the study. On the other hand, the study has not focused on selecting other research philosophy, as it will increase the required time for successful completion of the research topic.
Research design describes general plan about the way all the requirements of study can be completed in an effective manner. Conclusive and exploratory are the two types of research design that studies use for accomplishing all the aims and objectives (Silverman 2016). In this study, the focus will be provided on exploratory research design, as it intends to explore different relevant information. Moreover, selection of exploratory research design will provide more flexibility to the overall outcome of the study. Selection of exploratory research design will also allow the study to identify the factors that can have major impact on ethical maintenance perspective of advertisements (Tong et al. 2012). Therefore, it will eventually create positive impact on the successful fulfilment of all the research aim and objectives. On the other hand, the study will not focus on utilizing conclusive research design, as it will not allow the study to include different perspectives of respondents in an effective manner.
Appropriate identification of research scope or area is extremely important for accomplishing the research aim and objectives in an effective manner. Here, the study focuses on evaluating the significance of maintaining ethics in advertisements. Therefore, the research study will provide opportunity to evaluate the kind of strategies initiated by the marketers for accomplishing business goals and objectives. On the other hand, it is also likely to provide opportunity to investigate the factors that can have impact on the consumer psychology.
As per the article by Vaioleti (2016), appropriate identification of population is critical for ensuring required information is collected about the research study. Identification of population also allows the study to utilize different sampling technique for completing the entire research study within given timeframe. In order to identify the significance of maintaining ethics in advertisements for creating positive physiological impact on customers, the population size and sampling technique is illustrated as follows:
Population refers to the entire group of people that can provide effective information related to research study (Flick 2015). In this study, the focus is on analyzing the significance of maintaining ethics in advertisements in order to create positive psychological impact on the customers. Therefore, the population of the study covers all the potential marketers available in the market. Moreover, the study will also have to consider potential customers as the part of population in order to assess the kind of psychological impact it can have on the business procedure.
Population of the study highlighted the fact that it is very difficult for any study to collect data from the entire population. For that reason, the study will have to focus on utilizing effective sampling strategies for accomplishing all the research aim and objectives in an effective manner. According to Panneerselvam (2014), probability and non-probability are the types of sampling technique available for the research study. However, this study will focus on utilizing non-probability sampling technique for selecting those respondents who are capable of providing in-depth information about the research study. In this study, 25 senior marketing managers will be selected for the collection of in-depth qualitative information about the ethical advertisements perspective. The study will also try to identify the factors that induce marketers to use unethical way for fulfilling advertisements objectives. On the contrary, the study will also select 25 potential customers for capturing data about consumer psychology in an effective way. The study has consciously selected both marketers and customers so that it can include both perspectives. Therefore, it is likely to increase the value of the overall research outcome.
Appropriate use of data collection procedure heavily depends on different factors including research instrument, pre-testing, reliability and validity. For assessing ethics in advertisements and consumer psychology, the study will use these factors in following way:
Research instrument describes the measurement tools required for collecting and analyzing required information about the research topic (Neuman and Robson 2012). Here, the study has focused on using qualitative data collection and analysis method. For that reason, it will have to develop open-ended questionnaires for evaluating all aspects of the research topic. The study will also have to maintain self-checklist in order to ensure different aspects of the study is covered in an appropriate manner.
Validity refers to the extent to which collected information measured and used for fulfilling all the research aims and objectives in an effective manner. Validation involves capturing and analyzing the data to examine the accuracy level of the instrument. Now, in order t investigate ethics in advertisements and consumer psychology, the study will have to focus on using external validity (Smith 2015). It allows the study to generalize the outcome from sample to entire population. On the other hand, reliability focuses on evaluating the consistency level of the collected information. There are different test available for testing the reliability of the collected information. The study will emphasize on both reliability and validity of the collected information so that it can able to cover all aspect of the research study in an effective way.
Pre-testing regarded as the highly effective technique for enhancing the validity of the qualitative data collection procedure. Pre-testing includes simulation of the formal data collection procedure on small scale to judge the kind of responses respondents are likely to provide about the research topic. Here, the study will focus on using pilot testing for assessing the respondents perception about ethics in advertisements and consumer psychology.
Here, the study has focuses on utilizing qualitative data collection procedure for adding different thoughts and perspectives of the respondents. Since, the marketing or advertisements procedures have changed significantly over the years (Reynolds et al. 2014). The study will have to focus on capturing in-depth information regarding the kind of challenges marketers are facing for fulfilling all the rules and responsibilities in an effective manner. On the other hand, the study will not focus on using quantitative data collection procedure, as it will increase the time required. Moreover, quantitative information will not able to investigate the kind of impact unethical practices of advertisements have created on the psychology of the customers.
Data collection is an extremely vital aspect of any research study, as the overall outcome of heavily depends on the effectiveness of the data collection procedure. In order to analyze the significance of ethical advertisements on customer psychology, the study will focus on utilizing face-to-face interview process. The study will develop a questionnaire with a set of open-ended questions in order to ensure all aspects of the study are covered comprehensively. The study will use face-to-face interview process for assessing the verbal and non-verbal communication of the respondents in an appropriate way. As described by Blumberg, Cooper and Schindler (2014) evaluation of non-verbal communication is extremely critical for assessing the provided information at the desired order. The study will take 15-20 minutes time from each of the respondents for capturing in-depth information about ethical advertisements and consumer psychology. However, the study will not pressurize any of the selected respondents for providing in-depth information about the ethical advertisements and consumer psychology. The study will also remain unbiased in order to ensure the outcome of the research study depict the actual situation in an effective manner.
As highlighted by Billig and Waterman (2014) appropriate use of data analysis tools and techniques required for evaluating the captured data in an effective manner. Here, as the study has focused on utilizing interview procedure for gathering in-depth qualitative information about the research topic, it will have to focus on comparing the provided responses of the respondents. The analysis will have to evaluate perspectives of marketing managers and customers in a separate way, which will able to highlight the exact amount of impact ethical advertisements can have on the customer psychology. The study will focus on evaluating differences in perspectives of managers and customers for identifying the best possible way to use advertisements for fulfilling business aims and objectives.
The above evaluation process is likely to cover all areas of research topic in a comprehensive manner. The study is likely to highlight the significance of maintaining ethics at the time of introducing different advertisements for enhancing the sales level. The study is expected to highlight unethical or misleading advertisements can only create positive impact on sales volume in short-run. However, people will eventually understand the misuse of advertisements in long run, which will create massive challenges in order to remain competitive in the market. The study is also likely to provide necessary information regarding the best possible way to conduct advertisements for avoiding any type of unnecessary ethical challenges in an appropriate way. Moreover, the study is expected to highlight the kind of impact unethical advertisement practices have on the psychological aspect of the customers. It will also provide the best possible way to keep favourable psychological mindset of all the potential customers.
The study will have to be conducted on specific assumptions or believes for fulfilling all the objectives in an effective way. For instance, the study will assume that all the information provided by the respondents is accurate and relevant to the research topic. Moreover, the study has assumed that the selected sample size is depicting the perspectives of the entire population effectively. Thus, it reflects a major limitation of the study, which might not able to describe the actual situation in an appropriate way. The study will also have to be conducted with limited budget, which can have major impact on the overall outcome of the study. It has been assessed that limited budget will induce the study to complete all the requirements with limited resources that can have impact on the overall outcome. Moreover, the study will have to be performed within limited timeframe, which will induce to avoid different critical factors in an effective way. However, avoidance of different factors might not show the exact amount of impact ethical advertisements can have on psychological aspect of consumers.
From the above evaluation, it can be assessed that the study will able to cover all the areas related to the advertisement ethics and consumer psychology. The study will able to highlight the significance of maintaining ethics in advertisements for achieving long-term success in the organization. Thus, the study will contribute in identifying best possible way to formulate and implement advertisement practices for developing favourable consumer psychology. Moreover, the study will also contribute in identifying possible threats related to the unethical advertising practices on businesses, which allow achieving consistent growth in the market.
References:
Billig, S.H. and Waterman, A.S. eds., 2014. Studying service-learning: Innovations in education research methodology. Routledge.
Blumberg, B.F., Cooper, D.R. and Schindler, P.S., 2014. Business research methods. McGraw-hill education.
Flick, U., 2015. Introducing research methodology: A beginner’s guide to doing a research project. Sage.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design. Routledge.
Miller, T., Birch, M., Mauthner, M. and Jessop, J. eds., 2012. Ethics in qualitative research. Sage.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.
Neuman, W.L. and Robson, K., 2012. Basics of social research: Qualitative and quantitative approaches.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Reynolds, D., Creemers, B., Nesselrodt, P.S., Shaffer, E.C., Stringfield, S. and Teddlie, C. eds., 2014. Advances in school effectiveness research and practice. Elsevier.
Silverman, D. ed., 2016. Qualitative research. Sage.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
Tong, A., Flemming, K., McInnes, E., Oliver, S. and Craig, J., 2012. Enhancing transparency in reporting the synthesis of qualitative research: ENTREQ. BMC medical research methodology, 12(1), p.181.
Tuncay Zayer, L. and Coleman, C.A., 2015. Advertising professionals’ perceptions of the impact of gender portrayals on men and women: A question of ethics?. Journal of Advertising, 44(3), pp.1-12.
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific research. Waikato Journal of Education, 12(1).
Weiss, J.W., 2014. Business ethics: A stakeholder and issues management approach. Berrett-Koehler Publishers.
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