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Literature Survey 41 Regarding the first influence, it is possible that, for instance, despite a favorable attitude towards a product, both personal as social norms might incite the subject not buy a product. Regarding the second influence, sensitivity to either social or internal cues, differences in locus of control and other personality variables might impact behavior. Finally, regarding the third influence, the stronger the attitude, the greater the impact on behavior (Kardes, 1999). Moreover, in the activation of attitudes, motivation and opportunity play an important role. Motivation concerns the extent to which behavior is personally relevant whereas opportunity concerns the extent to which one can take the time and carefully think about an action. If both are low, attitudes are activated when exposed to the object (Fazio, 1990).
42 Methods and materials 4 Methods and materials This chapter describes the theoretical background, samples, research designs and procedures used as part of this thesis. It also describes the research questions and hypotheses as stated in the objectives of the thesis. 4.1 Theoretical background of methods used In order to meet its research objectives, the thesis engages in both descriptive and causal research (Kotler, 2012). In terms of descriptive research, it aims to describe the effects of product placement and its possible causes. Survey research, which is elaborated on further on, is considered a proper method to engage in descriptive research. In terms of causal research, it aims to test hypothesis and cause-and-effect-relationships. Experimental research is considered a proper method to obtain causal information: this regards the selection of matched groups of subjects, subjecting them to various treatments, the control of factors which are not related, and verifying differences in responses of the groups (Kotler, 2012). In order to do so, the thesis utilizes several research methods to obtain primary data. Primary data concerns information which is gathered for a specific research goal, contrarily to secondary data which regards already existing data, which was gathered to meet a different goal (Kotler, 2012). The theoretical background of the methods used to obtain the primary data needed to comply with the thesis research objectives will be briefly described below. 4.1.1 Questionnaires A questionnaire is a research instrument used in survey research. Survey research regards collecting data through asking people question regarding the knowledge, attitudes, preferences, and buying behavior, by asking them questions directly related to these aforementioned matters (Kotler, 2012). It is considered the most commonly used method to collect primary data, particularly suited to obtain information which is descriptive in nature. Advantages of this research can be found in its flexibility as it can be utilized to gather different kinds of information in varying situations: questionnaires can employ both open-end questions and close-end questions. Open-end questions allow the subject to answer to questions in their own words and thus there are no limitations imposed as to what the subject answers. Closedend questions on the other hand have a pre-defined set of answers defined among which the subject can choose to respond to the questions. The wording and ordering of questions is key in using questionnaires: these ought to be simple, unbiased and direct. Questionnaires can be conducted through various media, ranging from phone, to e-mail, to personal contact or event through the internet (Kotler, 2012). Survey research also comes with its disadvantages. These include an unwillingness to respond to interviewers they are not familiar with or due to the fact the responses queried might be too personal for the subject. The quality of the data might also be
Page 1 and 2: The Effects of Product Placement on
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Page 78 and 79: Results 77 and 60%. The amount of s
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Results 91 Starbucks 2.66 2.96 Red
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Results 93 The results regarding th
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Results 95 became less descriptive.
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Results 97 Red Bull (control group)
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Results 99 Starbucks 2.85 2.86 Red
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Results 101 to evoking and recallin
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Results 103 influence. It does not
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Discussion 105 Regarding product pr
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Discussion 107 (Kotler, 2012) in th
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Benefits of the thesis 109 • Mana
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Conclusion 111 evoke brand recall t
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References 113 9 References Aaker,
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References 115 Cacioppo, J. )., & P
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References 117 Ferrier, M. (2014, J
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References 119 Kahneman, D. (1973).
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References 121 McGuire, William J.
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References 123 Rossiter, J. R. (199
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References 125 Wiles, M. A., & Dani
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List of tables 127 Tab. 22 Intervie
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List of figures 129 Fig. 23 Visual
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Appendix 131 B Questionnaire interv
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Appendix 133 7. Which of the follow
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Appendix 135 Name Surname Gender Ag
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