Individual Research Proposal

(Check the instruction I uploaded, will be more detailed)

For this assignment, you will design research strategies to compare how well two advertisements attract consumers’ attention. To be clear, you are not actually conducting the research, you are simply writing a research proposal.

You need to complete either Option 1 or Option 2 below.

Option 1:
• Select any product, then select two different ads from 2017 – 2020 for the same product.
• Begin by briefly (in a sentence or two) describing each ad. What product do the ads promote? In what main ways do the ads differ? If possible, please attach the ads to the assignment (picture or link to the source).
• Next, state your hypothesis: which ad do you predict to be more likely to attract consumers’ attention? State your reasons for formulating this hypothesis: what, specifically, about this ad will make it more attention-getting? Be sure to support this hypothesis with what you’ve learned in class and from the readings.
• Now, select two research methods to test this hypothesis. One of these research methods must fit the definition of an experiment, as discussed in Class 1. The other method can be anything else we discussed in class.
• One-by-one, discuss how you would implement these research methods. For each method, describe exactly what would happen. Who would your participants be? What would you ask them to do? You can assume that you have no cost or time constraints in implementing your methods.
• Important: How would you determine whether your hypothesis has been supported? That is, how would you know which ad better-attracted attention? For example, would you ask
participants which ad got their attention? Would you test their memories for the ads? Would you monitor whether the ads distract them from some other task? You can be creative, but be sure to explain how you would decide whether an ad has gotten someone’s attention.
• Discuss the advantages and the limitations of each of the research strategies you’ve developed. Don’t just copy the pros and cons of your notes: be specific in describing how these pros and cons would play out in the settings you’ve created.

Option 2:
• Select any product and find one ad from 2017 or 2018/2019 for that product. For example, you might select a magazine ad for Diet Coke. You may choose the ad from any medium. The product can be a good, a service, a place to live, an event, or anything else.
• Begin by describing the ad’s key features. What product does it promote, and how does it do this? If possible, please attach the ads to the assignment (picture or link to the source).
• Next, describe how you might modify the ad to make it more likely to attract attention. Describe how your modified ad would differ from your original ad.
• Your hypothesis is probably that the modified ad will be more likely to attract consumers’
attention than the original ad. What, specifically, about the modified ad will make it more
attention-getting? Be sure to support this hypothesis with what you’ve learned about the things that draw attention.
• Now, select two research methods to test this hypothesis. One of these research methods must fit the definition of an experiment, as discussed in Class 1. The other method can be anything else we discussed in class.
• One-by-one, discuss how you would implement these research methods. For each method, describe exactly what would happen. Who would your participants be? What would you ask them to do? You can assume that you have no cost or time constraints in implementing your methods.
• Important: How would you determine whether your hypothesis has been supported? That is, how would you know which ad better-attracted attention? For example, would you ask
participants which ad got their attention? Would you test their memories for the ads? Would you monitor whether the ads distract them from some other task? You can be creative, but be sure to explain how you would decide whether an ad has gotten someone’s attention.
• Discuss the advantages and the limitations of each of the research strategies you’ve developed. Don’t just copy the pros and cons of your notes: be specific in describing how these pros and cons would play out in the settings you’ve created.