3.3 Collect and review data using appropriate methods, including primary and secondary research techniques The researcher used the questionnaire method as his primary research technique. The survey questionnaire was adapted from a previous research done by an Advertising agency regarding effectiveness of advertising. This survey was then distributed online to a sample population within Metro Manila.
And the secondary research technique that was used was from the study of Mr. Honorata Ocampo Lee which is about Comparison of the effectiveness of the physical distribution processess and strategies of Coca Cola bottlers Philippines Inc.
and Pepsi Cola products Philippines Inc. in selected districts in Manila for the year 2001-2003.
3.4 Analyze and interpret appropriate qualitative and quantitative data Quantitative research uses a scientific approach; the researcher’s hypothesis which stated in his study will need to have an attempt in proving and disproving that hypothesis. The data that will be generated can be analyzed mathematically. (Primary and Secondary research) The researcher used questionnaire to Qualitative research is concerned with the opinions and feelings; the data that will be collected is not necessarily set of numbers.
It looks at the overall image rather than the separate components. (Primary and Secondary research) 4.1 Record findings in an accepted format and 4.2 Present and summarize the findings using suitable methods 1. Please open the link to view the ad material. Have you seen this advertisement before? http://www.youtube.com/watch?v=oiu9PcEyQ5Y? Among the 50 respondents, 40 percent (20 respondents) said yes and 60 percent (30 respondents) said they haven’t seen the advertisement yet.
2. How would you rate the overall quality of this advertisement? 40 percent of the respondents thought that the advertisement was good. 32% answered fair, 16% answered very good, and 12% answered excellent. None of the respondents answered poor. The data suggests that majority of the respondents thought of the advertisement as good enough or slightly above average.
3. How would you rate this advertisement compared with the others you’ve seen with familiar products/services? Majority (64%) of the respondents answered that the Coca-Cola advertisement was just “about the same” as other products’ advertisements. Meanwhile 20% answered that their ads were “A Little Better than the Others” and 8% thought that it was much better than the others. On the other hand 8% answered that the advertisement was a little worse than others. This data shows that, like the previous analysis, the Coca-Cola “Open Happiness” advertising comes across to the majority of the viewers as just average or slightly above average.
4. Are You Currently Using This Product
A majority of the respondents (86%) said to be currently drinking Coca-Cola meanwhile 14% claimed that they are not currently using Coca-Cola.
5. After seeing this advertisement, would you want to buy this product? A majority (95%) of the respondents were still determined to buy the product after seeing the advertisement and 5% said that they would not want to buy the product. Up by 9% from the people who claimed to not have been using Coca-Cola at the moment, the data shows that the advertising has given an impact only to a small amount of respondents to buy Coca-Cola. However, the data also shows that regular consumers are still willing to purchase Coca-Cola even though the advertisement did not come out that strong, as shown from the results in the second question.
6. Have you ever used this product?
The chart below shows that 100% or all of the respondents claim to have used or bought Coca Cola at one point in their lives.
7. Age
Among the 50 respondents, 30 (40%) were within the ages 18-25, 8 (16%) were 26-30, 12 (24%) were 31-35, 5 (10%) were 36-40, 3(6%) were 41-45, and 2 (3%) were 46-50.
8. Gender
The chart below shows that majority (68%) of the respondents are male and 31% are female.
4.3 Evaluate the methodology used and critically analyze the findings
The researcher used the Questionnaire method. This method was chosen because using a questionnaire with a random sample is a good way to find out the attitudes, thoughts, and behaviors of a large group of people.
The questionnaire that was used contained Close-Ended Questions. A set of choices was given to the respondents for them to be able to answer the questions. Aside from that, the researcher also chose to use Likert-Scales as this would be the basis to determine the level of effectiveness of the advertisements. Likert-scales consist of questions that would be answered by ranking them (Strongly Agree, Agree, Neutral, Disagree, Strongly Disagree)
The method used would have been more effective if partnered with a select interview coming from each type of age group. The questionnaire method was proven effective in getting the opinions of the majority of the population. On the other hand, the interview method could have gotten more in-depth insights or feedback from the consumers regarding their opinion on Coca-Cola’s advertising and how it affects them as a consumer.
4.4 Propose recommendations based on the findings which identify and justify areas for future research
Through the years, Coca-Cola had always come out strong in their advertising materials. Good examples of it would be Coke’s “It’s the Real Thing” and “I’d Like to Buy the World a Coke” during the 70’s and 80’s. These advertisements have helped propel Coca-Cola into it’s status now as the number one beverage company in the world. However for this decade, Coca-Cola’s “Open Happiness” Campaign didn’t come out as strong as their previous advertisements. They haven’t been as visible to the public eye as before. As shown in the first question, a majority of the respondents haven’t even seen the advertising material of “open happiness” before.
This research has also helped prove that the advertising campaign of Coca-Cola now was rated just above average by the consumers. However, since Coca-Cola has managed to build up loyal consumers through the years, the statistics show that even though the advertising material may come out confusing or “just okay”, consumers will still continue to patronize Coca-Cola no matter what advertising material they produce. In spite of this, Coca-Cola should not be complacent with their current loyal customers. They should still invest in advertising campaigns that would appeal to their market. They should focus more on the younger generations as they are the group that is still trying to discover new products. Coca-Cola should be able to capture their loyalty for them to be able to sustain their position as the number one beverage in the world.
References
Questionnaires. (n.d.). Retrieved 2012 йил 30-March from Lets Evaluation Resources: http://www.shef.ac.uk/lets/evaluate/general/methods-collection/questionnaire#Why+use+questionnaires%3F Data Collection Methods. (n.d.). Retrieved 2012 йил 30-March from Fao Corporate Document Repository: http://www.fao.org/DOCREP/003/X2465E/x2465e09.htm#b8-6.3.3%20Interviews Primary and Secondary research. (n.d.). Retrieved 2012 йил 2-April from Design and Technology: http://hsc.csu.edu.au/design_technology/producing/develop/2662/primary.htm
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