Sample Research Methods on Emotional Appeal in Ads

Research Methods; Emotional Appeal in Ads

Research Choice

The choice of the research method to be used depends on the research purpose. The study will apply a quantitative mixed-method technique in data collection because the data needed has both qualitative and quantitative aspects. Quantitative data will be obtained to determine the demographic composition of respondents and the numerical description of customers’ attitudes on emotional-appeal ads. On the other hand, qualitative data will be obtained to explain the underlying reasons for a given attitude by a respondent. Gupta, A. (2016, p. 38) supports that mixed-method design helps to overcome the weaknesses of mono-method designs and consequently leads to valid research findings in a study.

Time horizons

The time taken to carry out a study on the research problem is independent of the methodology applied and choice of research technique (Saunders et al, 2009 as cited by, p. 17).  A cross-sectional study occurs when data is collected once from different categories within a short period of time, analyzed, and interpreted. Longitudinal studies, on the other hand, is the study done continuously on a given phenomenon for longer periods of time such as yearly. In this case, a cross-sectional study will be applied involving two groups of respondents, i.e. consumers and producers. The two groups will be used to gauge the relationship between customers’ attitudes and emotional-appeal ads from two distinct perspectives.

Data Techniques and Process

Data Collection: Since the study applies an exploratory research methodology, the techniques to be used in data collection are the administration of questionnaires and focus groups.  The questionnaire comprises seven questions in total; five close-ended questions in a five-point-Likert-scale and two open-ended questions. The questionnaire will be sent to the respondents as a web link together with a cover letter explaining the purpose of the study via email. This approach guarantees more anonymity and confidentiality of respondents as compared to alternative communication channels (Gupta, A., 2016, p. 41). In addition, two focus groups will also be used in data collection, one comprising of customers and another producer. Data obtained from the focus groups is to back up the data to be acquired using questionnaires.

A pilot study will be conducted on five respondents to identify adjustments that need to be made to the questionnaire. For example, to check that there is no problem in recoding and decoding of data, to determine if the web link functions appropriately and are the questions easily understood by respondents (Gupta, A., 2016, p.43). The data collected from the pilot study will be analyzed to determine if the dimensionality of the scale is appropriate for this study. In addition, co-efficient alpha will be computed using Cronbach’s alpha to ensure items making up the dimension of the survey questionnaire share a common goal.

Data analysis: This is the innermost layer of Saunder’s onion equivalent to the final step of data processing. The data collected is to be checked for any errors and coded. SPSS will be used to carry out analysis per the following analysis procedures; Kolmogorov-Smirnov test, T-test, Chi-square test, and regression analysis. The tests will check for distribution of data, compare means of participants based on respondent-categories, and determine the correlation between emotional-appeal ads and customers’ attitudes respectively. Regression analysis will then determine the type and strength of the relationship between the two variables; customers’ attitudes and emotional-appeal ads and the significance of this relationship thereof.


Gupta, A. (2016). An analysis of best digital marketing channels and strategies for event organizers in Dublin. Dublin Business School [Online] Available at: <> [Accessed March 25, 2020] Research design and methodology: Week 6 [Online] Available at: <> [Accessed March 25, 2020]