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INSTITUTE OF ADMINISTRATIVE SCIENCES
2014
EFFECT OF ADVERTISEMENT ON SALES

submitted to : ma’m amani maozzam INSTITUTE OF ADMINISTRATIVE SCIENCES
2014
EFFECT OF ADVERTISEMENT ON SALES

submitted to : ma’m amani maozzam

GROUP MEMBERS:- * SHAINA HAMID 12-BS-R-02 * FATIMA BAKHTIAR 12-BS-R-12 * UMAIR MUSHTAQ 12-BS-R-23 * SABA JAFRI 12-BS-R-31 * MUQADDAS NAJEEB 12-BS-R-38 * MARYAM SHAUKAT 12-BS-R-44 * RIMSHA ASHFAQ 12-BS-R-45 * RABYA NADEEM 12-BS-R-58 * * MUHAMMAD SAQIB 12-BS-R-64 Table of Contents

ACKNOWLEDGEMENT iv
Background Information of Advertisement and Sales: 1 Advertisement: 1 Definition: 1 Origin of advertisement: 1 Types of advertisement: 2 Sales: 2 Definition: 2 Concept of Sales: 3 Sales techniques: 3
Research question 3 Research objective: 3 SCOPE OF RESEARCH: 3
Critical literature review: 4
Conceptual Framework: 5 Variables: 5 Variables of Study: 5 Conceptual Framework of Study: 6 Relation: 6
Hypothesis: 7 Operational Definition: 7
RESEARH DESIGN: 7 Definition of research design: 7 Types of research design: 7 Conceptually study of research design to check the effect of advertisement on sale: 9
Data Collection: 9 Data sources: 9 Primary data 9 Secondary data 9 Data collection instruments 9 Observation 9 Questionnaire: 10
SCALES OF MEASUREMENT 11 Overview 11 Interval Scale 11
Sampling: 12 Defining the population: 12 Determining the sample design: 12 Probability sampling: 12 Nonprobability sampling: 12 Population and Sampling: 13
Limitations of the research method: 13
Ethical Issues: 14
Conclusion: 14
QUESTIONNAIRE 16
Reference: 19
Appendix A: 19

ACKNOWLEDGEMENT:
This proposal is on effect of advertisement on sales, in the following pages would not have been possible without the efforts and hard work of me and my group members. We owe a great many thanks to our course instructor
Dr. Amani Maozam
I hereby on the behalf of my whole group members express my deepest gratitude to our course instructor for providing us the proper guideline, and answering to all our queries with patience.
I would also like to thank all my group members for their continuous and diligent efforts made for the completion of proposal, without their support the completion of this proposal would have been difficult.
At the end I would also like to thank all my family members and my well-wishers for their support.

Background Information of Advertisement and Sales: Advertising is any paid form of non-personal communication about an organization or its product to a target audience through a mass/broadcast medium by an identified sponsor. It should be observed that for any promotional activity to be called advertisement it must be paid for.
In the real sense, it is the method used by companies for creating awareness of their products, as well as making new products known to the new and potential consumers.
More so, advertising as a promotional tool also tends to remind, reassure and influence the decisions of the consumers because an advertisement itself enlightens, educates, and persuades consumers on their acceptability of the product offering.
Advertisement in such a media as print (newspaper, magazines, billboards, flyers) or broadcast (radio, television) typically consist of pictures, headlines, information about the product and occasionally a response coupon. Broadcast advertisement on the other hand consists of an audio or video narrative that can range from 15seconds spots to longer segments known as infomercials, which generally last 30 to 60 minutes. (Busari 2002)
Advertisements can also be seen on the seats of grocery carts, on the wall of airport walkways, on the sides of buses, airplane and train. Advertisements are usually placed anywhere an audience can easily and/or frequently a access visual and/or video. (Busari 2002)
Advertisement:
Definition:
“A notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy”.
“In business advertisement is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action”.
Origin of advertisement:
Actually the concept of advertisement was started from the era of Renaissance. Then later this concept was rearranged and then it was considered to be the compulsory part of the business. The practice of advertising is as old as man. According to Keller (2005), the urge to advertise seems to be a part of human nature evidenced since ancient times. One of the earliest means of advertising was the use of signs. Early craftsmen used signs to advertise their wares and some traders like the Phoenicians planted commercial messages on prominent rocks. They were among the forerunners of modern day advertising.
However, excavations at Pompey reveal that each little shop had an inscription on the wall next to the entrance to tell the passerby whether the shop was the place to buy bread, drinks or other goods.
A significant event in the development of advertising was the invention of a system of casting moveable type by the German, Johannes Guterberg in 1938. The event revolutionized communication methods for the whole world. (Keller 2005)
William Catton, an early printer made advertising history in 1478 when he printed a handbill, regarded as the first printed English advert. In the handbill there was the advertisement of his book called “SALISBURY PYE”, handbook of ruler for the guideline of the clergy at Easter. (McHugh, 2000, 451)
Types of advertisement:
There are many types of advertisements in which some of them are; * Television advertisement * Radio advertisement * Online advertisement * Press advertisement * Mobile billboard advertisement * In store advertisement * Street advertisement * Sheltered outdoor advertisement
Sales:
Definition:
Sale can be defined as also the act of selling a product or service in return for money or other compensation. Or
This is a process of selling something such as a product, ideas or services. It also covers the number of goods or services sold at a given point in time. (Arowomole, 2001, 17-25)

Concept of Sales:
A marketing idea that is based only on the selling of goods or services, rather than on whether or not they are actually needed. Operating under the sales concept, a business would produce goods that it anticipated a profitable return from and then attempt to persuade consumers to purchase them by using advertising and other sales techniques. Also called selling concept.
Sales techniques: * Selling technique * Consultative selling * Conceptual selling * Strategic selling * Cross-selling * Paint-the-Picture * take away * Sales Habits * Relationship Selling

Research question How advertising affects the sales of a product?
Research objective: * Our purpose of study is to judge the cause and effect relationship between advertisement and the effect of the sales of products. * Investigate the effects of advertisement on the support of new products of organizations. * Examine the effect of advertising on the ability of organization to educate customers of the benefits of new product. * Examine if budget allocation for advertising has any significant effect on sales volume.
SCOPE OF RESEARCH: * It will help to examine consumer understanding, their decision-making process, purchasing power, attitude, etc. towards a particular product. * It will help to know advertising strategy of products. Critical literature review:
The essence of advertising is to increase sales revenue hence improving sales performance. (David et al 1988). Advertising combines with a host of other influences to determine what contribution advertising makes to the buyer’s purchase decision. The retailer john Wanamaker is said to have remarked that he knew that only half of his advertising was effective but he was unable to know which half it was.
The significance of advertising is to let customers know that an established brand is still around and it has certain characteristics, uses and benefits (Pride et al 1989).
Effective advertising can increase sales of advertisers products, and by so doing increase their profits. Advertising provides consumers and other prospects with information about different products that are available to them. This enables consumers to compare and choose between the products and encourages competition. Competition encourages companies to be more price and quality conscious so as to retain customers and clients (Cambridge international college training manual, 2000).
Dunn 1968 points out that the market needs and conditions are changing; there fore there is need for creativity in selling. This will show the company what to produce so as to satisfy the needs of the users.
Penchman 1992 found out that advertising has a greater potential of building awareness of people hence obtaining a high preference in the market share because a big percentage of the population has one or more of the mass medium such as radios and television. This fact introduces the advertised company to many people. If the advertising is satisfying it will lead to increase in volume of sales.
Pride et al (1989) observes that advertising often stimulates demand thus stimulating sales. For advertising to have a direct relationship with sales revenue, the entire market mix must be viewed by the customer as the right one. (Engel et al 1991, mc Cathy and perveault, 1988).
Gordon (1993) states that companies advertise in order to compete in a new and aggressive way with in the marker, to increase their market share through increased customer , utilize the low cost way of teaching customers to create marketing approaches.
David et al (1988) recognizes that many scholars have heard different views on the effect of advertising on sales performance .however most of them agree that effective advertising will eventually increase revenue.
Jefikins (1990) has stated that in a competitive society there is not only competition between rival advertisers but choice between their rival products and services. Also people forget very easily and therefore the biggest advertiser in the world will get bankrupt very easily if he stopped advertising.
Companies advertise to create familiarity with or of a product, which helps to create confidence in it. If a product is simply made available, it is important to inform people of its existence.
Conceptual Framework:
It represents your beliefs on how certain phenomena are related to each other and an explanation of why you believe that these variables are associated with each other.
Variables:
A variable is anything that can take on differing or varying values. The values can differ at various times for the same object or person, or at the same time for different objects or persons.
Variables of Study: * Independent variable * Dependent variable

Independent Variable:
An independent variable is the variable you have control over, what you can choose and manipulate. It is usually what you think will affect the dependent variable. In our proposal Advertisement is an Independent variable.
Dependent Variable:
A dependent variable is what you measure in the experiment and what is affected during the experiment. The dependent variable responds to the independent variable.
Sales are dependent on advertisements.
Conceptual Framework of Study:
Advertising is much more complex than could be really imagined. Placing cause and effect is much more difficult in advertising than in the physical science. This is because it is not easy to control the various factors that could be regarded as contributory in an advertising environment. For instance, a company cannot categorically claim that a particular advertising campaign was solely responsible for recorded increase in its sales at the end of the campaign. It is also difficult to classify advertising as either an art or a science. Neither practitioner nor academicians have ever agreed on an answer. This is because advertising has a bit of both. Whether we emphasized the art or science of advertising, we must concede the fact that like many other fields of social endeavor, advertising is becoming more and more measurable and scientific source. But because it deals with people and its main products are artistic expressions of human creativity, it will never be an exact science but a social science.
Relation:
Advertisement and sales are having cause and effect relationship. In this relationship advertisements are acting as independent variable and sales as dependent variable. Advertisements effect on sales that effective advertisement would increase sales or less effective advertisement may not increase sales.

Hypothesis:
A hypothesis can be defined as a tentative, statement, which predicts what you expect to find in your empirical data. Hypotheses are derived from the theory on which your conceptual model is based and are often relational in nature.
Hypothesis of Study (Causal):
Some studies involve a measurement of the degree of influence of one variable on another. In such cases, the researcher states the hypothesis in terms of the effect of variations in a particular factor on another factor. This causal hypothesis is said to be bivariate because it specifies two aspects -- the cause and the effect.
We drive a hypothesis based upon If -Then statement or causal hypothesis exists in this relation.

“If advertisements of products are effective and attractive then it will increase the sales of that product.

Operational Definition:
Advertisement as a technique of increasing sales of any product. More effective the advertisement there will be a more increase in sales. Advertisement is a technique of making people familiar of a product in an effective and attractive way.
RESEARH DESIGN:
Definition of research design:
A research design will typically include how data is to be collected, what instruments will be employed, how the instruments will be used and the intended means for analyzing data collected. We are conducting our research to study the effect of advertisement on sale.
Types of research design: * Purpose of study * The study setting * Research strategy * The unit of analysis * The time horizon

PURPOSE OF STUDY:
Causal study:
Such studies show the cause and effects relationship related to the research product or project, in
Such studies we study the effects of one variable on other variable like if one is dependent variable and another is independent variable to check the effect on the dependent variable we increase or decrease the independent variable.
Our research will be causal. The purpose of our research is to study the cause and effect of advertisement on sale. Our study will based on causal study in which we study the effects of the advertisement on sale if one factor is high then we observe that it effect the other factors or not. Suppose if you spend more in an advertisement then after a period of time we observe its effects on our product.
Study setting:
Contrived or non-contrived study setting research
As we know that contrived study are such study in which we collect data through artificial setting and non-contrived data are such data in which we collect data through by becoming the part of natural setting.
Our research is non-contrived in which we collect data by becoming the part of the society and check the cause and effect of the advertisement on sale.
The Unit of analysis:
Unit of analysis mean refer to the level of the aggregation of data collected during the subsequent data analysis stage. Our collection of data is based on individual unit of analysis.
Time horizon:
We know that two type of time horizon exist longitudinal and cross-sectional. But we as a researcher focus on cross sectional. We collect data at a specific time period. Through this we get data about the effect of advertisement on sale at a specific period and check it cause and effect at that period.
Research strategy:
As we know that different techniques of theory exist like ground theory, instrumental theory, observational theory, survey theory and so on. But our study of research will based on survey theory techniques.
Our study will based on causal study in which we study the effects of the advertisement on sale if one factor is high then we observe that it affect the other factors or not. Suppose if you spend more in an advertisement then after a period of time we observe its effects on our product.
Survey is an activity in which many people are asked a question or a series of questions in order to gather information about what most people do or think about something it is an act of studying something in order to make a judgment about it an act of measuring and examining an area of land.
The survey system include the setting for collecting data, preparing a reliable and valid survey instrument, measuring and analyzing the data and reporting the result.
Conceptually study of research design to check the effect of advertisement on sale:
The main purpose of our research is to study the effect of advertisement on sale. We will use different method and tools to conduct our data. Our data will non-contrived in which we become the part of the society and conduct our data and our study will causal study in which we study the cause and relationship. As our study will based on causal study in which we study the effects of the advertisement on sale if one factor is high then we observe that it affect the other factor or not. And we are focusing on the technique of survey through which we judge the feeling and emotions, thinking of others. Survey techniques help us a lot because through this we are able to check the thinking and view of the people related to our topic how advertisement effect on sale.
Data Collection: Data sources:
Primary data
This data was obtained from the source. This was used where one required specific information which does not exist elsewhere or in another form or when the topic was being researched on for the first time. We collected primary data through going to the field.
Secondary data
Secondary data was the one obtained from sources which already exist about organization and had been used before, for example information from journals, books and internet.
Data collection instruments
Observation
This is a systematic viewing coupled with consideration of the seen phenomenon as they occur in nature with regard to cause and effect mutual relationship.

Questionnaire:
A questionnaire is performed written set of questions to which respondent record their answer, usually within rather closely defined alternative. These are self-administered questions that are both structured and semi structured formalized questions used in the survey to collect information which is later analyzed to provide results necessary for solving a given research problem .We used self-administered questionnaires .These allowed respondents to choose from alternative that were provided by the researcher. From survey techniques, we will choose questionnaire for data collection in our study. Here we will discuss questionnaires and questionnaire design.
Characteristics:
* It designed to collect large numbers of quantitative data. * It is efficient data collection mechanism. * It is less expensive. * It is Time consuming.
Types of questionnaires: * Personally administered questionnaires. * Mail and electronic questionnaires.
We choose personally administered questionnaires.
Personally administered questionnaires:
When the survey is confined to a local area a good way to collect data known as personally administered questionnaires.
Advantages:
* Research team can collect responses within a short period. * Research team can clarify the question at the spot. * Opportunity to introduce the research topic. * Motivate the respondents to offer their frank answer. * Getting answer from large number of individuals at the same time is less expensive and less time consuming than interviewing. * Anonymity of respondent is high. * Almost 100% response rate ensure.
Disadvantage:
* Researcher may introduce a bias by explaining questionnaires differently to different people. * It takes time and a lot of effort also.
Content and purpose of questions:
The nature of variable tapped- subjective or objective facts. The question should tap the dimension and element of the concept. If the variables are of subjective in nature then respondent’s belief, perception and attitudes are to be measured. And if variables are of objective in nature then age and educational levels of respondents are to be measured.
Type of questions: There are two types of questions * Open ended questions. * Close ended questions.
Open ended questions:
Open ended questions allow respondents to answer them in any way the choose.
Closed ended questions:
Ask the respondent to make choices among a set of alternatives given by the researcher. We choose this this type. * It helps the respondent to make quick decision. * It helps the researcher to code the information.
SCALES OF MEASUREMENT
Overview
There are four different scales of measurement * Nominal Scale * Ordinal Scale * Interval Scale * Ratio Scale
Interval Scale
Interval scales will keep the same rank characteristic as ordinal scales, but interval scales also show the differences between each data point. That is, the difference between 1 and 2 on an interval scale is the same as the difference between 4 and 5, or 8 and 9, or 100 and 101. In other words, the interval is the same. In research things are measured by a Likert scale in which one rates a statement (often by how much they agree with the statement). Here's an example: Indicate your agreement with the following statement: I am satisfied with research as my major. | 1 | 2 | 3 | 4 | 5 | Strongly Disagree | Disagree | Neutral | Agree | Strongly Agree |

It very important to understand that zero doesn't have any meaning in an interval scale. As you can see from the Likert scale above, the choice of numbers is fairly arbitrary since the scale need not begin with any particular number. What is important is that the interval between each value on the scale is the same. Likert Scale is used to draw the questionnaire in our proposal.
Sampling:
A sample is a subset of the population. It comprises some members selected from it.
Defining the population:
Sampling begins with precisely defining the target population.
The term population must be defined in terms of elements, geographical boundaries, and time. The population refers to the entire group of people, events or things of interest that the researcher wishes to investigate.
Determining the sample design:
There are two types of sampling: * Probability sampling * Nonprobability sampling
Probability sampling:
In this sampling, the elements in the population have some known, nonzero chance or probability of being selected as sample subjects.
Nonprobability sampling:
In this sampling, the elements do not have a known or predetermined chance of being selected as subjects. When time or other factors, rather than generalizability, become critical, nonprobability sampling is generally used. Now in nonprobability sampling it is divided in two parts: * Convenience sampling * Purposive sampling
Convenience sampling:
It refers to the collection of information from members of the population or sample who are conveniently available to provide it. We are selecting convenience sampling for our research.
Population and Sampling: The population for the proposed study comprised of the Lahore region. As for our convenience we are selecting universities as because our youth are the most prominent in our society and play a very important part in the growth of sales of any product. Also youth attracts for every advertisement and wants to check all those products which will attract them for example: advertisement of any network packages, eatable products etc. We will be conducting three stage sampling. We will select only public universities in Lahore region and in public universities and among these we will choose Punjab University on convenience basis. In Punjab University we will collect data only from one department that is IAS on convenience basis. The population of IAS department is 1100 and we will choose 33% (minimum sampling requirement) of this population as a sample for collecting our data on random basis. And our sample will be 360 respondents. For our convenience and being a student we don’t have any time or our budget doesn’t allow us to conduct it nationally or to cover each public university or to approach each university or college or overall youth.
Limitations of the research method: * This study has several characteristics that limit the generalization of its findings. There were some problems in collecting and collating the distributed questionnaires on time because of the attitudes of respondents. * Secondly, a lack of funds made it very difficult to take the questionnaire to the respondents personally. Some questionnaires were not adequately completed either. * The purpose of advertising is largely to encourage consumers to buy your brand. Controversy still reigns how this occurs, e.g. attitude shift vs salience, but it is uncontroversial that exposure to a brand’s advertising should increase the propensity (likelihood) to buy that brand. So this is the behavioral effect of advertising. This is what underpins its sales effect. So this is what should be measured in order to judge the advertising. * Being university students, due to lack of time and money, we chose convenience sampling method. Ethical Issues:
Ethics are moral principles and values that govern the actions and decisions of an individual or group. Many laws and regulations are forces that determine what is permissible in advertising. However, not every issue is controlled by rules. Marketers are often faced with decisions regarding the appropriateness of their actions which are based on ethical considerations rather than what are within the law or industry guidelines. There is a considerable overlap between what many consider to be ethical issues in advertising and the issues of manipulation, taste and the effects of advertising on values and lifestyles certainly may be within the law but still unethical. Advertising is a highly visible business activity and any lapse in ethical standards can often be risky for the company. Consumer protection groups question the sponsorship and support of sports events by companies selling alcoholic beverages or tobacco products. (Lwin, 2006)
Conclusion: It could be concluded that there will be positive and significant relationship between advertising and sales. Thus, advertising communicates the features, quality and uses of the new product to the consumers. Advertising will inform customers of the existence of a new product. Advertising informed customers because it is a form of non personal communication of information usually paid for and usually persuasive in nature about products, goods and services, or ideas by identified sponsors through various media.
Thus advertising uses radio, television and print media to achieve advertising objectives. Organizations have various objectives of advertising. Some advertise to make customers to be aware of the product. Others advertise to inform the existence of the product (especially new products), while others present the quality, features and benefit of the products to the target audience. Advertising is very important for new products especially when the product is growing unlike when it has reached maturity or decline. Therefore, when new products are introduced or an old one is improved advertising is used to inform customers so that they can patronize such product. Despite the fact that advertising effectiveness is sometimes difficult to established, this study concludes that advertising spending is significantly related to sales volume. Thus to increase sales volume of new as well as old products there may be need to advertise more which is akin to increase advertising spending. Experience has shown that for any organization to succeed or grow and at the same time keep abreast with the rapid changes in today’s business and technological environment, the laws of success must be observed and obeyed as a guiding principle. Otherwise, failure will subsist. Advertising policy is one of the inevitable laws of success in an organization. It is a truism that success or otherwise of any company lies in its ability to evolve the right strategies at the right time. Right strategies at wrong time can spell doom for an organization. Even the right strategies and right timing are not sufficient, the implementation, evaluation and monitoring of the strategies are germane to the success of the company. Advertising is one of these strategies. From the analysis and the findings, it is crystal clear that there is improvement in the sales of the company as a result of advertising.
There is no doubt that as the products is sold, the overall organization’s performance or productivity also increases

QUESTIONNAIRE

SECTION I
INSTRUCTIONS: PLEASE TICK OR MARK WHERE APPLICABLE
SEX: MALE ( ) FEMALE ( )
AGE: ABOVE 18 ( ) ABOVE 20 ( ) ABOVE 25 ( )
SECTION II: 1. Are you influenced by any sort of advertisement? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONLY DISAGREE

2. Advertisement is a tool that aware us from different goods and services in the market? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

3. Does advertisement creates a curiosity which leads to consumption of a particular good or service? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

4. Do you thing advertisement is capable of reaching and motivating large audience? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

5. Advertisement quality is a signal of product quality? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

6. Advertisement creates consumer loyality which results in increase in sale? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

7. Consumption of any product increase due to its advertisement? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

8. Ad of a particular product is a signal of new offer or incentive which persuades you for its consumption? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

9. More attractive advertisement creates curiosity which increases consumption and sales on a particular product? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

10. Advertisement of attractive gifts, discount or incentive is essential to increase purchase of a product? a) SRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE 11. Has advertisement alone been an influential source of information about a product to persuade consumer of its consumption? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

12. Do you purchase a product by coming across to any advertisement? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

13. A product can’t survive in competition without advertisement? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONLY DISAGREE

14. Do you think advertisement has a significant relationship with one another? a) SRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

15. Do you think due to advertisement your purchase of a particular product has increased? a) SRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGRE

16. Do you think increase in advertisement increase the sale of a particular product? a) STRONGLY AGREE b)AGREE c)NEUTRAL d)DISAGREE e)STRONGLY DISAGREE

Reference: * Arm strong, M (1999) Human resource management practice, ( 7th edition) .London kogan. * Dunban, D,s (1968) The politics of the economics of advertising, journal of advertising research foundation. * Gilson , C and Beckam, H (1988) ; Advertising 2nd edition * Jefkins, F (1990) ; Introduction to marketing , advertising and public relations( third edition) Macmillan education ltd. * Kotler P and Armstrong,G (2000) ; principles of marketing (12th edition). prentice Hall of India. * Kotler , P, (1988) ; marketing management prentice hall international inc. * Lester ,J D(1993) ; writing research papers . a complete guide (7th edition).New York , NY, Harper Collins college. * Internet * www.mukwano.co.ug. * www.wikipedia.org/wiki/advertising. * Sakaran , U (2000) Research methods for business (first edition) * Vakratsas .i Ambler G. (1999); sales performance management (3rd edition) Prentice hall international Inc.

Appendix A: * Questionnaire

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...Research Methodology & Fundamentals of MR. 100 Marks Course Content 1. Relevance & Scope of Research in Management. 2. Steps Involved in the Research Process 3. Identification of Research Problem. 4. Defining MR problems 5. Research Design 6. Data – Collection Methodology, Primary Data – Collection Methods / Measurement Techniques – Characteristics of Measurement Techniques – Reliability, Validity etc. – Secondary Data Collection Methods – Library Research, References – Bibliography, Abstracts, etc. 7. Primary and Secondary data sources and data collection instruments including in-depth interviews, projective techniques and focus groups 8. Data management plan – Sampling & measurement 9. Data analysis – Tabulation, SPSS applications data base, testing for association 10. Analysis Techniques – Qualitative & Quantitative Analysis Techniques – Techniques of Testing Hypothesis – Chi-square, T-test, Correlation & Regression Analysis, Analysis of Variance, etc. – Making Choice of an Appropriate Analysis Technique. 11. Research Report Writing. 12. .Computer Aided Research Methodology – use of SPSS packages Reference Text 1. Business Research Methods – Cooper Schindler 2. Research Methodology Methods & Techniques – C.R.Kothari 3. D. K. Bhattacharya: Research Methodology (Excel) 4. P. C. Tripathy: A text book of Research Methodology in...

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...Research Research is a systematic inquiry to describe, explain, predict and control the observed phenomenon. Research involves inductive and deductive methods (Babbie, 1998). Inductive methods analyze the observed phenomenon and identify the general principles, structures, or processes underlying the phenomenon observed; deductive methods verify the hypothesized principles through observations. The purposes are different: one is to develop explanations, and the other is to test the validity of the explanations. One thing that we have to pay attention to research is that the heart of the research is not on statistics, but the thinking behind the research. How we really want to find out, how we build arguments about ideas and concepts, and what evidence that we can support to persuade people to accept our arguments. Gall, Borg and Gall (1996) proposed four types of knowledge that research contributed to education as follows: 1. Description: Results of research can describe natural or social phenomenon, such as its form, structure, activity, change over time, relationship to other phenomena. The descriptive function of research relies on instrumentation for measurement and observations. The descriptive research results in our understanding of what happened. It sometimes produces statistical information about aspects of education. 2. Prediction: Prediction research is intended to predict a phenomenon that will occur at time Y from information at an earlier time X. In educational...

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...STEP 1etasblish the need for research We have to consider if it is a real need for doing a research? Research takes time and costs money. If the information is already available, decisions must be made now, we cant afford research and costs outweigh the value of the research, then the research is not needed. Step 2 define the problem or topic State your topic as a question. This is the most important step. Identify the main concepts or keywords in your question. Problem maybe either specific or general. Step 3 establish research objective Research objectives, when achieved, provide the Information necessary to solve the problem identified in Step 2. Research objectives state what the researchers must do. Crystallize the research problems and translate them into research objective. At this point, we will pin down the research question. Step 4 determine research design The research design is a plan or framework for conducting the study and collecting data. It is defined as the specific methods and procedures you use to acquire the information you need. based on the research objectives, we will determine the most appropriate research design: qualitative and/ or quantitative. • Exploratory Research: collecting information in an unstructured and informal manner. • Descriptive Research refers to a set of methods and procedures describing marketing variables. • Causal Research (experiments): allows isolation of causes and...

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...Contents TITLE 2 INTRODUCTION 3 BACKGROUND OF THE STUDY 3 AIM 4 OBJECTIVES 4 RESEARCH QUESTIONS 4 LITERATURE REVIEW 5 METHODOLOGY AND DATACOLLECTION 5 POPULATION AND SAMPLING 6 DATA ANALYSIS METHODS 6 PARTICIPANTS IN THE STUDY 7 STUDY PERIOD (GANTT CHART) 8 STUDY RESOURCES 9 REFERENCES 9 BIBLIOGRAPHY 9 APPENDICES: 10 * The Impact of Motivation through Incentives for a better Performance - Adaaran Select Meedhupparu Ahmed Anwar Athifa Ibrahim (Academic Supervisor) Applied Research Project to the Faculty of Hospitality and Tourism Studies The Maldives National University * * Introduction As it is clear, staff motivation is important in all the sectors especially in the tourism sector where we require highly skilled employees to get the best of their output to reach the organizational goals. Therefore, organizations spend a lot on their staff motivation in terms of different incentive approaches, such as financial benefits, training and development, appreciations, rewards and promotions. As mentioned in the title, the outline of the findings will be focused on the motivation of the staffs on improving their performances by the different incentive packages that they get at the resort. This study will be executed at Adaaran Meedhupparu by giving questionnaire to the staff working in different departments to fill up and return to the scholar to examine the current situation of staff satisfaction on motivation to do...

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...Research Article Research is important to every business because of the information it provides. There is a basic process to researching information and that process begins by deciding what information needs to be researched. The next step is to develop a hypothesis, which describes what the research paper is about and what the researcher’s opinion is regarding the topic. The research article chosen for this paper is titled, “The Anchor Contraction Effect in International Marketing Research.” The hypothesis for this paper is, “This raises the issue of whether providing responses on rating scales in a person’s native versus second language exerts a systematic influence on the responses obtained.” Simply explained, the hypothesis of this paper is to determine whether research questions should be in a person’s native language rather than expecting them to respond to questions in a language in which they might not be fluent. The hypothesis of this paper was accepted based on the research data gathered by the research team. This hypothesis was supported by nine studies using a variety of research methods. The research methods provided data that demonstrated the level of inaccuracy based on questions being asked in a language that was not the respondent’s native language. The research data provided insight into the probability of more accurate results when the respondent was asked questions in a manner that related well with their culture. There are several implications...

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...ACE8001: What do we mean by Research? & Can we hope to do genuine Social Science Research (David Harvey)  What do we mean by research? What might characterise good research practice? There is no point in us trying to re-invent the wheel - other and probably more capable people than us have wrestled with this problem before us, and it makes good sense and is good practice to learn what they have discovered.  In other words - we need to explore more reliable and effective methods and systems for the pursuit of research than we have been doing so far. What is research? Dictionary Definitions of Research: * "The act of searching closely or carefully for or after a specified thing or person" * "An investigation directed to discovery of some fact by careful study of a subject" * "A course of scientific enquiry" (where scientific = "producing demonstrative knowledge") Howard and Sharp (HS) define research as:  "seeking through methodical processes to add to bodies of knowledge by the discovery or elucidation of non-trivial facts, insights and improved understanding of situations, processes and mechanisms".  [Howard, K. and Sharp, J.A. The Management of a student research project, Gower, 1983 - a useful and practical “how to do it” guide] Two other, more recent guides are: Denscombe, Martyn, 2002, Ground rules for good research: a 10 point guide for social research,  Open University Press. Robinson Library Shelf Mark: 300.72 DEN, Level 3 (several copies)...

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...solve analytic models or whatever, but they often fail to demonstrate that they have thoroughly thought about their papers—in other words, when you push them about the implicit and explicit assumptions and implications of their research models, it appears that they haven’t really given these matters much thought at all.[1] Too often they fall back on saying that they are doing what they are doing because that is the way it is done in the prior literature, which is more of an excuse than a answer. (Of course, once a researcher reaches a certain age, they all feel that youngsters aren’t as good as they were in the good old days!) Therefore, in this class we shall go beyond simply studying research in managerial accounting. For many of you, this is your first introduction to accounting research and to PhD level class. Hence, in these classes we shall also learn how to solve business problems systematically and to understand what it means to have thoroughly “thought through” a paper. We begin not with academic research, but with some real world cases, because we should never forget that ours is an applied research field: accounting research is a means towards the end of understanding business and is not an end in itself, in the way pure science research is. Developing a systematic procedure for solving a real world business problem is the starting point for developing a...

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...manger know about research when the job entails managing people, products, events, environments, and the like? Answer: Research simply means a search for facts – answers to questions and solutions to problems. It is a purposive investigation. It is an organized inquiry. It seeks to find explanations to unexplained phenomenon to clarify the doubtful facts and to correct the misconceived facts. Research is the organized and systematic inquiry or investigation which provides information for solving a problem or finding answers to a complex issue. Research in business: Often, organization members want to know everything about their products, services, programs, etc. Your research plans depend on what information you need to collect in order to make major decisions about a product, service, program, etc. Research provides the needed information that guides managers to make informed decisions to successfully deal with problems. The more focused you are about your resources, products, events and environments what you want to gain by your research, the more effective and efficient you can be in your research, the shorter the time it will take you and ultimately the less it will cost you. Manager’s role in research programs of a company: Managing people is only a fraction of a manager's responsibility - they have to manage the operations of the department, and often have responsibilities towards the profitability of the organization. Knowledge of research can be very helpful...

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...Volume 3, number 2 What is critical appraisal? Sponsored by an educational grant from AVENTIS Pharma Alison Hill BSC FFPHM FRCP Director, and Claire Spittlehouse BSc Business Manager, Critical Appraisal Skills Programme, Institute of Health Sciences, Oxford q Critical appraisal is the process of systematically examining research evidence to assess its validity, results and relevance before using it to inform a decision. q Critical appraisal is an essential part of evidence-based clinical practice that includes the process of systematically finding, appraising and acting on evidence of effectiveness. q Critical appraisal allows us to make sense of research evidence and thus begins to close the gap between research and practice. q Randomised controlled trials can minimise bias and use the most appropriate design for studying the effectiveness of a specific intervention or treatment. q Systematic reviews are particularly useful because they usually contain an explicit statement of the objectives, materials and methods, and should be conducted according to explicit and reproducible methodology. q Randomised controlled trials and systematic reviews are not automatically of good quality and should be appraised critically. www.evidence-based-medicine.co.uk Prescribing information is on page 8 1 What is critical appraisal What is critical appraisal? Critical appraisal is one step in the process of evidence-based clinical practice. Evidencebased clinical practice...

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...Marketing Department, University of Strathclyde, Glasgow G4 0RQ, United Kingdom e-mail: 1sh@ukm.my 1,3 ABSTRACT This study examined the adequacy of using undergraduate student samples in research on online consumer attitudes by comparing the attitudes of students (n = 161) towards online retailing services with the attitudes of non-students (n = 252) towards such services. A structured questionnaire administered online was used to gather data on perceptions, satisfaction, and behavioral intentions with regard to online retailing services. The t-test results showed that, in general, students' attitude towards online retailing services is similar to that of non-students. Therefore, undergraduate students may be reasonable surrogates for consumers in research on online retailing. Keywords: internet users, electronic commerce, online consumer attitudes, online retailing services, student surrogates INTRODUCTION The usage of the internet as a communication and transaction medium in consumer markets is growing rapidly (Castells, 2000; Hart, Doherty, & EllisChadwick, 2000). In line with this expansion, consumer-based electronic commerce has become an emerging research area (e.g. Demangeot & Broderick, 2006, 2007; Teo, 2006; Tih & Ennis, 2006a, 2006b). In particular, a stream of research addressing issues related to online consumer attitudes (e.g. George, 2004; Wang, Chen, Chang, & Yang, 2007) and behaviors (see Cheung, Chan, & Limayem, 2005 for a review) has emerged. Although...

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...Importance Of Research Research is tool, which is utilized by my organizations and co-operations to have a fundamental knowledge of goods, products, and also to finding out consumer behavior. It is also a systematic investigation into the study of materials and sources inn order to establish facts and reach new conclusions. Research informed the marketers of Glidden paint because it helped them start from were the audience was which was Walmart in this case scenario. A marketer finds out what you want, and creates or finds product that fits you. Research aided the marketers of Glidden paint to come to a conclusion that not only should you hypothesize, you should also carry out experiments as well. In this case we see that the help of experiments helped them realize that Walmart’s brand name of saving money was not deterring the perceived quality of the paints. Meaning that Walmart’s cheap pricing of goods played no part in the durability of the paint. Research helped the marketers of Glidden paint realize that they could revamp the Walmart paint section, which has been ignored for years. They are confident that Glidden paint will do great numbers because they have raised awareness and created a media platform that consumers can interact with the most. Not only has research helped in satisfying consumer wants, it also gives the marketer an in-depth knowledge on the frequent changes of consumer taste. Research helped Glidden paint marketers realize...

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...researchResearch is the investigation into and the study of new materials in order to establish facts and reach new conclusions. It is swork undertaken on a systematis basis in order to increase the stock of knowledge. Research is a key aspect of journalism and as researchers we employ various sourdes and methods of research. Throughout this essay I will explore and examine the different sources available to journalists, the different types of interviews and I will describe the need for appropriate referencing of all source of material. Sources available. We live in an age overflowing with source materials, and these sources are easily accessible to us. The two main types of sources are primary and secondary sources. A pimary source is information that is gathered from an original source. These include; intervies, questionairres, surveys, observation, histoical documents and experiments to name but a few. A secondary source is information that has already been gathered by other people and/or organisations. A secondary source interpets and analyzes primary sources. (Locke, 2013) There are both online and offline secondary sources. Primary Surveys and questionnaires A very important aspect of research work is using surveys. Surveys are a primary source.There are two main types of surveys, a questionnarrie and an interview. Surveys and questionnaires are usually composed of one or more questions that are directed to a certain target audience. Questionnaires have advantages...

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