Title: Packaging Design Influence Consumers' Awareness Level and Purchase Tendency
Researcher: Ng Mei Fung
Supervisor: Ms. Constance Rinen Justin Wah
Question: Why you choose this topic?
Answer: I choose this topic because there are too much packaging design in the market to make customer aware on the product especially on food and beverage (F&B). So, i interested to make the study on this.
Question: How do you identify the independence variable on your research?
Answer: I did lots of observation on the product such as on coca-cola bottle, food can and so on. I look what inside on the label such as the information needed, the material they use, the graphic design,size and shape and color can build customer awareness and purchase tendency.
Title: Understanding Students Attitude and Norms towards Carbonated Drink
Researcher: Noor Athirah Ahmad Wazir
Supervisor: Professor Dr. Ernest Cyril de Run
Question: Why you choose this topic?
Answer: I choose this topic because I realize that students love carbonated drink such as pepsi,coca-cola, and so on and I one of them.
Question: Why you use FEB student as your sample?
Answer: Because the data easy to collect and I decide to make a study among them.
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❝effort -- it's not enough that we do our best, sometimes we have to do what's required ッ ❞
Sunday 27 May 2012
Saturday 26 May 2012
❂ Advantages & Challenges of Ethnographic Study ❂
Ethnographic research is one of the
most in-depth research method. An ethnographer sees what people are doing as
well as what they say they are doing. It provides researchers which rich
insights into human, social and cultural aspect. The main purpose of
ethnography is obtain in a deep understanding of people
culture. Ethnography is one of the method in entirely in fieldwork.
“Ethnographic accounts are both descriptive and
interpretive: descriptive because detail is critical and
interpretive because the ethnographer must determine the significance of
observations without gathering broad, statistical information.” Clifford
Geertz coined the term “thick description” to convey the methodology of the
ethnographer.
To conduct their research, ethnographers, also
called fieldworkers, often live among the people they are studying, or at least
spend a considerable amount of time with them. While in the field,
ethnographers engage in “participant-observation” which means that they
participate as much as possible in local daily life, while also making careful
observations. An ethnographer might partake in important ceremonies
and rituals of a culture or might share in ordinary activities such as meal
preparation and consumption. This technique is intended to provide
an “emic” perspective or native’s point of view, without imposing the
observer’s conceptual framework. The emic viewpoint, which may
differ from the “etic” or outsider’s perspective on daily life, is a unique and
critical component of ethnographic research. In addition,
ethnographers use a technique known as triangulation to identify multiple data
sources, such as fieldnotes, interviews, and site documents, which work
together to support their research claims.
There are several advantages of Ethnographic
in market research as:
- One of the most valuable aspects is the depth of understanding
- Can challenge ‘taken for granted’ assumption.
- Ethnographic can account for the complexity of group
behaviors, reveal interrelationships among multifaceted dimensions of
group interactions, and provide context for behaviors.
- Ethnographic can
reveal qualities of group experience in a way that other research methods
cannot.
Besides that, there are some challengers when we use ethnographic
in our field work. Because it is take a long time, it some challengers in data
collection. The challengers as:
- It can be difficult to write up the findings for a journal article- it is because ethnographers utilize the participant-observation method, recording field notes, conducting interviews, and collecting additional data to supplement their research.
- By using ethnographic, it is needed to emphasizes a 'thick description' and critique
- Time commitment – significant length of time required in the field (months/years)
- Orientation of researcher – learns from people of the observation
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