CHAPTER 3: RESEARCH METHODOLOGY

Research methodology gives the directions to the researcher for planning and examining

critically the rationale, approach and techniques of the research. It can also be described as the

process where the researcher plans the approach and techniques to solve a research problem. It is

the very important step of every research since it is crucial to understand the execution of

research application. The chapter will highlight the research design and the approach to conduct

the research. Data collection method will also be mentioned. In addition, the chapter also

provides the research instrument, sampling techniques and data analysis.

Type of Research:

There are generally two types of research i.e. quantitative or qualitative research.

According to Saunders, Lewis, & Thornhill (2008) quantitative research refers to collecting data

that can be quantifiable and analyzed by using different statistical and mathematical based

methods. The main aim of quantitative research is to collect the data that can be analyzed in the

form of numbers. Quantitative research deals with specific variables, which are studied to find

the relationship between the dependent and independent variables. The major objective of using

quantitative research is to test hypothesis, making prediction and find the cause and effect

relationship between the variables. It is based on specific measurement method such as

structured questionnaire. The findings are generalizable that can also be applied in other study.
On the other hand, qualitative research uses non-numerical data that cannot be quantifiable

(Saunders, Lewis, & Thornhill, 2008). This method is used to increase an understanding of

fundamental concepts, opinions, reasons, and motivations. It gives in-depth overview on the

issue or assists in developing ideas or hypotheses for the research. Few examples of the method

are case studies, interviews, focus groups, and discourse analysis. In qualitative studies, small

sample size is involved, and the participants are generally not selected randomly. It does not deal

with finding relationship between variables but instead it studies the phenomenon as a whole.

Qualitative studies provide the specific findings that cannot be generalized.

The rationale behind using quantitative approach is to test the hypothesis, making prediction and

find the cause and effect relationship between the variables. The survey method will be used for

the study so that the data can be analyzed numerically and statistically to draw the conclusion.

The current study deals with specific variable that will be analyzed to make predictions. It will

allow the researcher to collect the data from the large sample size in a timely manner about their

social media usage behavior.

In social sciences research, there are mainly two types of data which include primary data and

secondary data. The present research includes both components of primary and secondary data.

Primary data is the original data collected for the research (Saunders, Lewis, & Thornhill, 2008).

Questionnaire, focus groups, interviews, fieldwork, observations are some examples of primary

data. Since the present study has employed quantitative research methods therefore, primary data

is planned to be gathered through self-administered questionnaire. On the other hand, secondary

source of data refers to the already established data which is collected by someone other than the

user. Secondary source of data can act as a guidance for the study and lay a strong foundation to

the research, furthermore it is cost effective. Journals, articles, books, magazines, newspaper,

reports, online sources, websites, blogs are some of the examples for secondary data. The present

research includes television commercials, articles, books, PEMRA logs and online sources as the

secondary data of research.

The primary research methods included for this dissertation were designed specifically for all

genders of a certain range of ages (13years to 40 years), and the questions added were carefully

structured to capture the respondents’ idea of what sexual objectification is, and to get an idea of

their feelings towards the TVCs aired over a set of years. These questions were mainly asked to

understand if people actually understood these TVCs, what their perception is regarding them,

and whether they are supportive of these TVCs, or do they find these offensive in nature.
The statistical data for this research has been represented through bar charts and graphs;

comparing them in terms of preconceived ideas of the general audiences’ collective reactions and

responses.

Furthermore, interviews were conducted to help gain a better insight on how PEMRA operates,

and whether its existence and polices were effective when it came to the airing of the TVCs. Two

individuals were interviewed from PEMRA; Syed Owais Ali (Broadcast Manager) and Ramesh

Kumar (Head of council of complaints) considering existing PEMRA policies, and their

emergence over the years, and their relation with the airing of TVCs in Pakistan.

Syed Akhtar Mahmud and Nagin Ansari were also interviewed. The discussion focused on

advertisements and effective ways of executing a particular product.

The secondary research acquired was mainly through TVCs and online articles. A comparative

analysis was conducted of 3 product’s TVCs over a certain number of years in regards to their

target audience and to understand if and how the females were important in being portrayed in

such TVCs, and how their competitive products were doing in comparison without having

females being objectified in their commercials.

I particularly chose to conduct such researches as I believe every aspect is worth considering to

come up with the conclusion as to what exactly is the leading factor in encouraging these ideas
for TVCs, and also how the idea being promoted is being perceived by the mass audiences, how

it affects the product’s sales, and whether that sexual factor is necessary in promoting a product.

It also aided in understanding what is being done to counter it, especially due to the existing and

emerging polices of PEMRA.