ACOL 314 Animal Abuse in Fashion and Use Animals in Bags and Cloth Assignment Brief Module code and title ACOL 314 RESEARCH AND EVALUATION PROJECT 2

ACOL 314 Animal Abuse in Fashion and Use Animals in Bags and Cloth Assignment Brief

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ACOL 314 RESEARCH AND EVALUATION PROJECT 2

Assignment title/No.

Research Proposals – Midterm

Grading percentage

20 % Report + 10% Presentation

Deadline/ Hand-in

Assignment description:

As a group you are to write aresearch proposal (a quali-quantitative approach) for researchtopics that you will be conducting inthe finals.

Learning Outcomes:

1. 1. Demonstrate understanding of the different research approaches.

2. Relevance of the research methods for addressing the research objectives.

General Rubric:

5 % Technicality

5 % Literature Review

10% Methodology

10% Presentation and Defense

Tasks to be covered:

1.Introduction

2.Literature Review/ SecondaryResearch

Clarity of adopted objectives and the extent to which these are closely related to your research topic.

3.Methodology

Relevanceof theresearchmethodsforaddressingtheresearch objectives.

The stages intheinformationcollectionare clearlyoutlined and rationalized.

4.Technicalities

Presentation

The presentation should be supported by visuals and will be graded separately.

Referencing your work:

Harvardreferencingisrequiredwhenusinganybook,article,journalor onlinereferencesintheassignment

Plagiarism and cheating:

Your attention is drawn to the University’s stated position on plagiarism. THE WORK OF OTHERS THAT IS INCLUDED IN THE ASSIGNMENT MUST BE

ATTRIBUTED TO ITS SOURCE (a list of references and bibliography must be submitted).

Ensure that you read through your work prior to submission. For some assignmentstheUniversityPlagiarismdetectionservice‘Turnitin’couldbe used. Action will be taken where a student is suspected of having cheated or engagedinanydishonestpractice.

Students are referred to the University regulations on plagiarism and other formsofacademicirregularity.Studentsmustnotcopyorcolludewithone anotherorpresentanyinformationthattheythemselveshavenotgenerated.

Assignment Submission:

Written assignments should be submitted as a soft copy via the moodle.

Note: Late submission by one minute will be considered a one-day late submission, which will cause a loss of 10% for each day University of Business & Technology
Jeddah College of Advertising
Research & Evaluation Project 2
ACOL314
Midterm (Research Proposal)
??????? ?? ???????
Fall 2018
Section:02
10/29/2018
Done by:
Rose Jamal- PA5039
Sara Al-Shaer- OA5131
Danya Al-Qutob- NAA533
Khairiya Bafarat- PA5424
Rathath Qurban- MAG166
Instructor: Dr. Eiman Kurdi
TABLE OF CONTENTS
…………………………………………………………………………………………………………………………… 0
Introduction …………………………………………………………………………………………………………. 2
Research Thesis Statement: ……………………………………………………………………………………. 2
Research Objective: ……………………………………………………………………………………………….. 2
Research Question: ……………………………………………………………………………………………….. 2
Research Hypothesis: …………………………………………………………………………………………….. 3
Sub Hypothesis: ……………………………………………………………………………………………………. 3
Type of Marketing Research: ………………………………………………………………………………….. 3
Secondary Data …………………………………………………………………………………………………….. 3
Structure and cultural frames: ………………………………………………………………………………… 5
The production of meaning:……………………………………………………………………………………. 5
Methodology …………………………………………………………………………………………………………. 5
Informal Interview…………………………………………………………………………………………….. 7
Research Methods ……………………………………………………………………………………………… 8
Research Sample ……………………………………………………………………………………………….. 8
Method Sample …………………………………………………………………………………………………. 8
Data Collection………………………………………………………………………………………………….. 8
Data Analysis ……………………………………………………………………………………………………. 9
Conclusion …………………………………………………………………………………………………………… 9
1
INTRODUCTION
Every society has its own believes and own norms that affect their point of view in absorbing
many things in life. And like everything that’s considered to be ambiguous and not known,
researching and looking for the truth is one of the key elements to lighten up the human insight
about recognizes the unknown. That’s why in this paper, a very contravention topic will be
negotiated and discussed in details.
This topic has a lot of contradictions among the culture it is held in. In addition to this, some
people can’t differentiate between the advertising and media fields in the MENA rejoin because
of two important reasons. The first one is considered to be held under a linguistic problem. The
two words in the Arabic language are exactly the same, the only difference is set in one letter.
The second reason falls to be under a collision regarding the two fields in the community
culture itself. Therefore, it causes so many miscommunications between members of the
society which can result to a high level of confusion. The goal from this report is to demonstrate
the core reasons behind this misunderstanding and to answer the case that is presented.
Finally, all the research elements design and approaches starting from the research objectives
ending to the recommendation is going to be explained in details, giving every point its space
in clarification.
RESEARCH THESIS STATEMENT:
This research aims to understand and know the reason behind the misunderstanding of people’s
confusion between advertising and media in Saudi Arabia specifically in Jeddah.
RESEARCH OBJECTIVE:
To understand what is the best campaign to aware the public about the difference between the
two fields and to understand the reasons behind this major confusion that makes a lack of
significant to the advertising field itself.
Why? Advertising and Media are considered a field not well known in Saudi Arabia. Since
now the country is moving toward vision 2030 that’s why people need to be more aware of this
field due to its importance and impact.
2
RESEARCH QUESTION:
What is the difference between Advertising and Media?
To know the notion in inception of society in realizing the differences between the two different
fields.
RESEARCH HYPOTHESIS:
People usually confuse between the two fields of advertising and Media due to a linguistic
problem.
SUB HYPOTHESIS:
People might think that advertising isn’t actually an independent major but rather linked to
marketing or media.
TYPE OF MARKETING RESEARCH:
The type of marketing research will be a combination between the exploratory methods in
addition with the descriptive method.
SECONDARY DATA
Literature review or as it called “secondary data” is one of the most important parts to make
when an individual is doing a research, because this part gives the searcher an insight about
other opinions in the same topic category also, it builds a strong perception to the researcher
when it comes to having a powerful argument about the presented case. “A literature review
discusses published information in a particular subject area, and sometimes information in a
particular subject area within a certain time period” (the writing center, 2018).
Language in this day and age can cause a huge challenge in the way of receiving and
encoding the information due to the huge amount of spoken language around the world “There
are roughly 6,500 spoken languages in the world today” (InfoPlease, 2018). But despite
language, accents, letters, terminology and similar words in the language also can take its place
to increase the level of disruption. Moreover, in 2004 Lisa Evans mentioned that there are
theories in the discipline of linguistics indicated that language affects the way people’s
thinking.
3
That was an interesting statement to be pointed out because when it comes to the Arabic
language, the word advertising, and the word Media are resembling very much, in fact, it differs
in only one litter. That leads stating to the previous theory that state, when the word adverting
is being pronounced, people are hearing it as Media, which causes the wrong perception of
misunderstanding the word Advertising. In the result, when people hear advertising it comes
spontaneity to their mind Media, and that’s why they think of Advertising differently.
In addition, in 2001Murray Raphel added that “similar words can and do have strong
negative connotations because of association” in terms of clarification, Raphel referred to
exactly the case this report is representing which is the negative connection that accurse when
the two words are pronounced, and that profess the argument declared that having these two
words in one conversation leads to giving each one of it an unverified meaning.
Murray Raphel also stated that “One problem with words is that some words may sound alike,
look alike”. In a way to confirm this fact, Raphel mentioned an ascendant that happened to the
aid of the Washington DC mayor when he used the word “niggardly” when in fact what the aid
meant is a totally different word which is “regardly”.
The closeness of the sound that the two words have made the public upset and turned on him
badly because it’s very offensive and one of the taboos that any individual shouldn’t say.
Finally, this mistakable accident leads to make the aid to leave his position and that’s in which
caused him to resign.
On the other hand, there is another reason that makes the public hesitate when the two fields
volatilize in a conversation, and that due to the reason that the media field and the advertising
field are similar and have so much in common, that’s why people automatically think that
advertising is media. “media and advertising have a symbiotic relation in which media enhance
the effectiveness of some advertising by portraying certain product/brand assortments as more
desirable than others” (Ewen and Ewen 1982; Miller 1988; Ogles 1987; O’Guinn, Faber, and
Rice 1985; Schiller 1989). To illustrate more, there are two main similarities between the two
fields that might increase people’s confusion. (Elizabeth C; Thompson, Craig J., 1997).
4
STRUCTURE AND CULTURAL FRAMES:
Mass media is representing images that stimulate how a normal consumer should consume
his or her products starting from food and ends up with appearance. Media makes a stereotyped
category in the society, and that’s similar to what advertising does, it filters the society into
categories based on products usage or consumption. (Elizabeth C; Thompson, Craig J., 1997).
THE PRODUCTION OF MEANING:
When consumers watch TV and particularly subjected to media, they are being viewed to a
lot of related topics to them, and gain both of the knowledge and experience that is related to
their demographics in a similar fashion, advertising takes place it adjusting the same effect
media does. Consumers are only interested in an Ad that suites their own benefit. (Elizabeth
C; Thompson, Craig J., 1997).
Furthermore, there is a distinct change between the two field which is advertising is more of
producing motion and picture than it is for news “Central to this emerging perspective is the
realization that consumers often process advertisements for meaning rather than information”
(McCracken 1987) and this is one of the most significant differences between the two fields.
To sum up, in the literature review many perceptions have been presented, and different point
of views from experts regarding the confusion between advertising and media have been
negotiated. Finally, language, culture, and structure play a huge role in increasing the level of
the disturbance between the public, and these are the reasons that clarify why it causes such a
dilemma.
METHODOLOGY
Research Methodology is the systematic, theoretical analysis of the methods applied to a
field of study, it comprises the theoretical analysis of the body of methods and principles
associated with a branch of knowledge (The Lex-Warrier, 2017). The importance of a
methodology explains how individuals think and act in a certain way.
5
Generally, conducting a research for a certain topic is a process used to extract an
understanding knowledge to discover the cause of a particular problem or opportunity with
proof and logical reasoning. The research topic “? “?????? ?? ???????is best done through the Market
Research process. Therefore, a Market research consists of systematically gathering data about
people or companies a market and then analyzing it to better understand what that group of
people needs (Shopify, 2018). There are two types of research approaches, each approach has
a different outcome that is complementary to the topic chosen for the research “?”?????? ?? ???????.
Qualitative research is primarily used to discover and gain an in-depth understanding of
individual experiences, thoughts, opinions, and trends, and to dig deeper into the problem at
hand (Mahler. P., 2016). However, quantitative research is a number-based approach that uses
numerical data to quantify attitudes, opinions and other variables (Onuoha, A., 2018).
The methodology that will be used to conduct meaningful and understandable information
needs both qualitative and quantitative approach to get the most accurate data for this research.
The Qualitative Research is used needs to capture in-depth insights and understandings toward
reasons behind this major confusion that makes a lack of significance to the advertising field
itself. On the other hand, Quantitative Research will be used to know how many elements of
the population in Saudi Arabia/ Jeddah are confused between advertising and media by the
linguistic problems versus the similarities between the two fields or any other confusion.
Before starting, deciding the design strategy for the research is a way to ensure that
everything goes swiftly without consuming more time. The research design refers to the overall
strategy that you choose to integrate the different components of the study in a coherent and
logical way; it constitutes the blueprint for the collection, measurement, and analysis of data
(De Vaus, D. A., 2006). The research design will be a combination of the exploratory design
and descriptive design. Exploratory research is an explanation about unexplored aspects of a
subject is provided along with details about what, how and why related to the research
questions (Bhat A., 2018). While the descriptive design seeks to describe the current status of
a variable or phenomenon, the researcher does not begin with a hypothesis but typically
develops one after the data is collected (Cirt, 2018).
6
People have different point of views regarding advertising and media even though they are two
different majors. The similarity between them causes confusion among people; using the
explanatory design it will discover, understand, and address the solutions of this confusion.
The descriptive design will show people’s characteristics in what they think towards the
cohesion between advertising and media. By supporting the topic with statistical and
measurable data of how many people think in a particular way.
The qualitative technique will use an informal interview that will be done in public places such
as Corniche, shopping centers, parks, and many more.
Within the previous technique, the quantitative will be used; after understanding the different
confusions that people face it will enable to measure the people who have similar thinking.
Then counting and sectioning them into groups.
The approach will be the following:
INFORMAL INTERVIEW
The interview will be through a casual way in asking the questions which will allow the
interviewee to be more relaxed and enabled them to open up to actual real opinions. This
technique with help strengthens and add value to the insights by giving it a clear understanding
of their responses. This will also help gather as much information as possible. The interviewer
will start asking simple questions then gets deeps into the subject. Questions will be mainly be
around the difference between Advertising and Media (? )???? ??????. For example, what do you
expect the duty of an advertiser and media person. This will allow us to understand the reasons
behind this major confusion.
1. Group Size: 10 people in each location (One on one interview).
2. Composition: Any random person.
3. Physical Setting: Casually passing by people and asking them if they liked to be
interviewed. Informal atmosphere to help make the respondents open up.
4. Time Duration: 10-15 minutes each.
5. Recording: Video and Audio.
7
Through the upcoming research study for the topic “? “?????? ?? ???????The Simple Random
Sampling method will be used under the Probability Sampling Technique. “Simple random
sampling is a technique where every item in the population has an even chance and likelihood
of being selected in the sample” (Bhat. A, 2018). This sampling method will help grip on
different people randomly with no systematic order. All elements will have an equal chance of
being selected and asked which I will lead to an obtainable successful research because the
target audience is wide and different. For example, a population of 90 people are at Jeddah
Waterfront Corniche. A random sample of 20 elements are selected equally from that
population that will be interviewed. The research will be performed on random people starting
from October to December 2018. The team will start asking these people in public places from
(5 till 9 pm) on weekend days. Targeting random people in the society that can’t differentiate
between Advertising and Media because it is a social problem that they need to be aware of.
The research is restricted with limited budget and time that’s why it is only targeted
demographically in Saudi Arabia/ Jeddah.
RESEARCH METHODS
Mixed method approach both Qualitative & Quantitative.
RESEARCH SAMPLE
Probability Technique (Simple Random Sampling).
METHOD SAMPLE
(Informal interviews).
The research interview method includes 10 random interviewees at each public location.
DATA COLLECTION
(Informal one on one interviews) the interviewer will be set at different public places and
ask couple of questions to the interviewee in need for information and ask them for
permission if we could record and video film while asking them.
8
DATA ANALYSIS
The data will be analyzed both quantitatively and qualitatively. Quantitative analysis
utilizing the software Microsoft Excel which is program created by Microsoft that uses
spreadsheets to organize numbers and data with formulas and functions (Corporate Finance
Institute, 2018). However, Qualitative results will be coded through Axial Codes; a process
that consists of a combination of inductive and deductive thinking, to simplify the process
rather than look for any and all kind of relations, grounded theorists emphasize causal
relationships, and fit things into a basic frame of generic relationships (Borgatti, 2018).
CONCLUSION
As mentioned in the beginning each community has its own accepts and process standards
that influence their perceptive in engrossing numerous things throughout everyday life, and
some people cannot separate between media and advertising in the MENA region. The main
distinction is set in one letter.
Moreover, Tumbes to be under an impact with respect to the two field in the network culture
itself. In this way, it causes such a large number of miscommunications between individuals
from the general public which can result to an abnormal state of perplexity.
The upcoming research will help come out with a way to understand what best campaign to
aware the public about the difference between the two fields and to understand the reasons
behind this major confusion that makes a lack of significant to the advertising field itself.
9
Reference List:
•
Anastas, Jeane W. Research Design for Social Work and the Human Services.
Chapter 5, Flexible Methods: Descriptive Research. 2nd ed. New York: Columbia
University
Press,
1999; McNabb,
Connie. Descriptive
Research
Methodologies,
September 26, 2008.
•
Bhat, A. (2018). Simple Random Sampling: Definition and Examples. [online]
QuestionPro. Available at: https://www.questionpro.com/blog/simple-random-sampling/
[Accessed 15 Oct. 2018].
•
Bhat, A. (2018). Simple Random Sampling: Definition and Examples. [online]
QuestionPro. Available at: https://www.questionpro.com/blog/simple-random-sampling/
[Accessed 15 Oct. 2018].
•
Borgatti, S. (2018). Introduction to Grounded Theory. [online] Analytictech. Available at:
http://www.analytictech.com/mb870/introtogt.htm [Accessed 27 Oct. 2018].
•
Cirt, (2018). Quantitative Approaches – Center for Innovation in Research and Teaching.
[online]
Available
at:
https://cirt.gcu.edu/research/developmentresources/research_ready/quantresearch/approac
hes [Accessed 26 Oct. 2018].
•
De Vaus, D. A. Research Design in Soci…
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