Question

SCENARIO 1

A market researcher wants to study how use of female models in television commercials affects sales in Zimbabwe. To do so the researcher uses two commercials that have been developed for winter wear called Warmers. The first commercial in which a well-known but male model describes how Warmers has alight weight, colourful and cool designs & styles airs during the months of November, December, January and February. The second commercial, which uses a popular female model in which several female teenagers play around on a freezing evening, wearing Warmers airs during the months of May, June, July and August. The researcher finds that in May through August sales are almost double what they were in the preceding four months. “Use of female models boost sales”, the researchers concludes.

QUESTION 1                                                                                                                                                                                       [10 marks]

Critically evaluate the Validity, reliability and accuracy issues in conducting this research study.

Answer 1

Advertisements are the main image of the product that reflects the review of the product.

This research's validity shows that the research may be the right conclusion that female models boost sales. But the actual validity will come with when the set up of both the male and the female should be kept. The set up of the female model actual freezing evening gives it a realistic touch and is said to become the true utility of the product, as it actually works in chilly winters.

Reliability over the fact that the female model boosts the sales is not up to the mark as it can be possible that the months when the sales increase can be due to the increasingly harsh weather conditions of the Zimbabwe. Then the need for the warmers may increase.

The accuracy of the research is at risk because in the set up for the female model shows many children there who are enjoying the warmth of warmers truly. The children picturized in the set can also attract the sales as it shows how warm the warmers are, whereas the male model has no such center of attraction.