Multi Platform Advertising And Research Methods

Multi Platform advertising research has come from developed capitalist economies to India. There are three research methods in Multiplatform advertising, communication or in mass communication: Survey research, content analysis and controlled experiment. Let us take a look at each one of it.

- S. Ganesh

Survey research

This is an important method in advertising or media research as it involves conducting a survey and collecting opinions effectively. Survey research involves finding out what a person thinks about a product or service effectively and creating a questionnaire, creating a sample etc. First we shall have to find out what we are looking for and setting a sample as probability and non probability. Probability is that everyone has a chance of getting selected as it would include simple random stratified random etc. Simple random is done using lottery method or using random tables etc. Non Probability samples will not have probability of getting selected for study and they are cluster sampling, quota sampling etc. Once data is collected we would have to tabulate this data write conclusion and analysis effectively.

Content analysis

It is a method of studying content systematically as Guido Stempel says we would have to take a topic, like India's image in 2 US dailies. We would have to construct categories like which kind of parameters we would have to use like foreign policy or home affairs etc and we would have to decide unit of measurement like words or paragraphs or column centimeters etc. Once we analyzed content we would have to write findings, report etc. as we complete our content analysis study. Dr. John Windhauser of Memphis University has been a student of Guido Stempel and had analysed Ohio elections in Ohio metropolitan press during 1980s and it is an example of content analysis study.

Controlled experiment