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Title
Research Proposal for Understanding the Effectiveness of Television, Hoarding,
Newspaper & Online Advertisements in Cross-Media Campaign on Consumer
Awareness of Vodafone
Background
Advertisers are beginning to think holistically in planning and measuring advertising campaigns, since the media that are
included in the mix can also impact the success or failure of the campaign. Media differ on a number of important
characteristics - intrusiveness, sensory modality, motion, and interactivity - that may affect not only the overall
effectiveness of each medium but how they complement each other across the stages of the consumer decision process
Research Objectives
1) To derive the relationship between demographic variables & choice of tools of media.
2) To compare the effectiveness of cross-media campaign with reference to consumer perception
3) To evaluate the performance of one media tool over the other media tools.
Approach to Problem
Hypothesis
H0: Cross-media campaign is not as effective as single media campaign.
H1: Cross-media campaign is more effective than single media campaign
H0: Demographic Variables & tools of media are not interdependent variables
H1: Demographic Variables & tools of media are interdependent variables
Research Design
The proposed research will have three stages.
The first stage will be to inspect existing sources to uncover the cross-media campaign coverage figure &
other useful information.
The second stage will involve qualitative research to provide in-depth information on various forms of media
types, the preference of media vehicles & their impact on public. This information will help in formulating
questionnaire in the third stage.
Because of the conclusive nature of the objectives, we will primarily use quantitative questioning in the
surveys. All qualitative questions will be left to a minimum for ease of analysis and reporting.
Sampling Design
Target population : Above 18
Sampling techniques : Quota Sampling
Total sample size : 50
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Data Analysis
Once surveys are complete, data will be analyzed by SPSS.
Time scale
1 Finalize Objectives
5 Surveying
7 Analysis Of Data
Submit To Guide And Await For
8
Feedback
9 Report And Presentation Preparation
Reporting
Following the analysis stage, a report and a PowerPoint presentation will be created. A formal
presentation of all findings and conclusions will be given on DATE. A final copy of the report
summarizing the findings of all phases of the research will then be submitted in the form of hard bind
report as well as electronically through the mail.
Resources
Transportation expenses for market survey for fill up of questionnaire.
Stationary expenses for printing of questionnaires and report and binding of final copy of report.
References
Marketing Research: An Applied Orientation (5th Edition) by Naresh K. Malhotra and Satyabhusan
Dash (2009), Dorling Kindersley (India) Pvt Ltd, New Delhi
Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis and Adrian
Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi
Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling Kindersley
(India) Pvt Ltd, New Delhi.
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