CHAPTER 3: OBJECTIVES OF THE STUDY

The subject matter for this Project is to study the effects of advertisement on children. Following
are the main objectives of this report.

 To know influence of advertisement over children with reference to selected FMCG

products.

 To know influence of advertisement over parents with reference to selected FMCG

products

 To know whether is there any connection between medium of communication of

advertisements and age of children.

Statement of the Problem

Through this report we want to find out how children are influenced by the advertisements
especially of confectionary products. So the statement of this project would be ‘Effect of
Advertisements on Children with special reference to selected FMCG products’
The research process goes within the following confectionary products:
 Biscuits
 Chocolates
 Noodles
 Ice cream
 Health Drinks
CHAPTER 3.1 RESEARCH METHODOLOGY

Research Design
Research design selected for this project is Descriptive.

Scope:
The research will be done at Haldwani city only.

Sampling Plan:-

Target Population : - Target population for this research would be children with age of
6-11 and their parents.

Sample Unit : - Sample unit for this research would be children with age of 6-11and
their parents of selected area.

Sampling Technique : - Convenience Random Sampling

Sample Size : - 60(60 children and 60 parents)

Sampling Methods:

There are mainly two of sampling methods which are being used by the marketers:

1. Probability Sampling (Random Sampling)

2. Non – probability Sampling

Probability sampling is a method for drawing a sample from a population such that all possible
samples have a known and specified probability of being drawn. Non probability sampling is a
sampling procedure in which the selection of population elements is based in part on the
judgment of the researcher or field interviewer.
The sampling method for this report would be non probability sampling because here
each sample has equal chance of being selected and again it would be Convenience random
sampling.

Data Collection Method:

There are mainly two types of data collection methods which are as follows:

 Primary Data
Primary Data is the one that is being collected by the researcher itself and is being collected for
the first time. Researcher has collected this data with a specific purpose of studying the problem.
Primary Data in the research process would be collected by filling up questionnaires from
children and their parents.

 Secondary Data

Secondary Data is the data that already exists and in ready to use format and gathered by
somebody else. This data can be in the form of articles in magazines, journals, government
reports or any other historical data. It might even be the different articles in newspaper and on
the internet blogs.
Secondary Data that would be used by researcher in the research process as supportive
documents are from the various newspaper articles, magazines related to specific industry, books
in the specific field of advertising and various different internet sites.

Instrument:-
The instrument selected for the primary data is schedule with mixed of mcq and likert scale
question.
Expected contribution of the study
The research or study will help to understand how children and their parents are influenced by
the advertisements of selected FMCG products.
Analysis :-
1.A chi-square Goodness-of-fit test Definition: A chi-square goodness-of-fit test is used to test
whether a frequency distribution obtained experimentally fits an “expected” frequency
distribution that is based on the theoretical or previously known probability of each outcome.

An experiment is conducted in which a simple random sample is taken from a population, and
each member of the population is grouped into exactly one of categories.

Step 1: The observed frequencies are calculated for the sample.

Step 2: The expected frequencies are obtained from previous knowledge (or belief) or
probability theory or averaging of responses.

Step 3: A hypothesis test is performed:

(i) The null hypothesis H0: the population frequencies are equal to the expected frequencies.

(ii) The alternative hypothesis, Ha: the null hypothesis is false.

(iii) α is the level of significance.

(iv) The degrees of freedom: k − 1.

(v) A test statistic is calculated: χ 2 = X ( observed − expected )^2 /(expected )= X (O − E) ^2/(

E)

(vi) From α and k − 1, a critical value is determined from the chi-square table. (vii) Reject H0 if
χ 2 is larger than the critical value .

2 . A chi-square independence test Definition :Independence Recall that two events are
independent if the occurrence of one of the events has no effect on the occurrence of the other
event. A chi-square independence test is used to test whether or not two variables are
independent. An experiment is conducted in which the frequencies for two variables are
determined. The frequencies are written down in a table: the columns contain outcomes for one
variable, and the rows contain outcomes for the other variable. The procedure for the hypothesis
test is essentially the same as above . The differences are that:
(i) H0 is that the two variables are independent.

(ii) Ha is that the two variables are not independent (they are dependent).

(iii) The expected frequency (Ef )for the entry in row r, column c is calculated using:

(Ef)= ( Sum of row r) × ( Sum of column c) /(Sample size)

(iv) The degrees of freedom k: (number of rows - 1)×(number of columns - 1)

(v) A test statistic is calculated: χ 2 = X ( observed − expected )^2 /(expected )= X (O − E) ^2/(

E)

(vi) From α and k − 1, a critical value is determined from the chi-square table.

(vii) Reject H0 if χ 2 is larger than the critical value

Beneficiaries
Beneficiaries of this research would be researchers, students & the company with confectionary
products.

Limitations
The major barriers in conducting the survey are:

1. Time Limitation
2. Financial Limitations
3. Geographical Limitations

1. Time Limitations

For a researcher time has always worked as a barrier to his/her research process. As we
are conducting the survey in the different schools of Haldwani city and observing the students
aging between 6years to 11years, time has always worked as a limitation to the research process

2. Financial Limitations
Another major limitation for this study is financial limitation. Finance is the major limitation for
any study. Again for this study finance does matter to the researcher to some extent.

3. Geographic Limitations

As we all know that Haldwani is becoming a mega city. It covers big number of people living in
the area. There are thousands of primary schools where the students are studying. Also the
weather of Haldwani city is very hot and hence it is impractical to work for more than 3 to 4
hours a day in field.