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Internet Advertising
RESEARCH STUDY
Atif Abbas
Atif Abbas
Research Scholar
atieph@yahoo.com
Survey Methodology
Research Design
Universe of the Survey
Commonwealth Executive Master of Business Administration (CEMBA) Department of
Allama Iqbal Open University (AIOU) (Islamabad) and Study Centers in Rawalpindi and
Lahore {Pakistan}.
Unit of Analysis:
Student of Master of Business Administration & Public Administration.
Time Dimension:
Data was collected in the period of November 2010 March 2011.
Characteristics of Interest:
Opinion of students on web sites and Internet advertisements.
Mode of Observation:
Survey
Population Size:
Students of CEMBA program in Islamabad (Open University), Rawalpindi and Lahore Study
Centers.
Sampling Unit:
A student
Sample Design:
Two-stage disproportionate stratified random probability sampling. The stratification plan
consisted of Primary and Secondary Sampling Units.
Primary Sampling Unit (PSU) was semesters of CEMBA whereas Secondary Sampling Unit
(SSU) was students within each sample PSU to be selected using simple random sampling
method.
Sample Size:
170
Response Rate:
96%
Data Collection
Technique used was Quantitative: Survey
Collection Procedure: Questionnaire Method
Observation Tool: Questionnaire
The research work is based on a study, Consumer response to Web sites and their influence on advertising
effectiveness by Ronald E. Goldsmith and Barbara A. Lafferty.
Commonwealth Executive Master of Business Administration (CEMBA)
Allama Iqbal Open University (AIOU) Islamabad, Pakistan
Survey Demographics
Gender
Age Brackets
Education
Job Status
Semester of CEMBA/CEMPA
10
11
12
13
Classify time you spend (in a weekend day) on the following in percentage:
a) Watching TV
c) Reading printed Magazine
e) Internet
14
* In Graphical Mode highest column narrates medium preferred the most for advertisement.
15
Student
Employed
Average Ranking Average Ranking
2.13
2
2.50
2
1.92
1
1.68
1
2.68
3
2.50
3
3.68
4
3.89
4
3.82
5
4.07
5
Self-Employed
Average Ranking
2.80
3
2.30
1
2.50
2
3.60
4
3.70
5
* In Graphical Mode highest column narrates medium preferred the most for advertisement.
16
17
18
19
On Internet, one can privately look at the content one wants to.
20
21
22
23
24
25
26
27
How often does it happen that you purchased product of a brand after watching
advertisement on the web (of that brand)?
28
b) Detract from it
c) Have no effect
29
b) Detracted from it
2) Nokia
3) Nike
c) Had no effect
30
Internet Advertising
31
32
In comparison to Ads on other media, conscious about taking steps because of privacy.
33
34
Ads on Internet are usually muddled and difficult to read in comparison to ads on other
media.
35
Like on television or radio, Internet Ad doesnt reach me - I have to stumble across it.
36