The Effectiveness of Product Placement in Hollywood Movies By Kiara Haripersad 15010276 Research Methodology Subject Code: RESM8419 Submitted in fulfilment of the requirements for the degree of Honours in Strategic Brand Communication Vega School of Brand Leadership Supervisor: Carolanda du Toit Navigator: Alec Bozas 2018 Word Count: 14 241 1 Table of Contents i) Declaration ............................................................................................................ 6 ii) Acknowledgements ............................................................................................. 7 iii) Abstract ............................................................................................................... 8 Chapter 1: Introduction and Overview ................................................................... 9 1.1) Background and contextualisation ............................................................... 9 1.2) Conceptualisation of key terms ..................................................................... 10 1.3) Rationale ....................................................................................................... 11 1.4) Problem statement ....................................................................................... 12 1.5) Purpose statement ....................................................................................... 12 1.6) Research questions ..................................................................................... 13 1.6.1) Primary research question .......................................................................... 13 1.6.2) Secondary research questions ................................................................ 13 1.7) Objectives ..................................................................................................... 13 1.8) Delimitations ................................................................................................. 13 1.9) Chapter outline ............................................................................................. 13 1.10) Summary .................................................................................................... 14 Chapter 2: Literature Review ................................................................................. 15 2.1) Introduction ..................................................................................................... 15 2.2) Subliminal Messaging theory......................................................................... 15 2.3) Hypodermic Needle theory ............................................................................. 18 2.4) Culturalist theory ............................................................................................ 19 2.5) Summary .......................................................................................................... 22 Chapter 3: Research Methodology ....................................................................... 23 3.1) Introduction ..................................................................................................... 23 3.2) Research paradigm ......................................................................................... 23 3.3) Research design ............................................................................................. 24 3.3.1) Phenomenological studies .......................................................................... 25 3.3.2) Case studies ................................................................................................. 25 3.3.3) Action research ............................................................................................ 26 3.4) Deductive and inductive reasoning ............................................................... 26 3.5) Population ....................................................................................................... 27 3.6) Sampling .......................................................................................................... 27 3.7) Data collection methods ................................................................................. 28 3.8) Data analysis methods ................................................................................... 29 2 3.9) Trustworthiness .............................................................................................. 30 3.10) Anticipated contribution ............................................................................... 31 3.11) Ethical considerations .................................................................................. 31 3.12) Limitations ..................................................................................................... 32 3.13) Summary ........................................................................................................ 33 Chapter 4: Presentation and Discussion of Findings ......................................... 34 4.1) Introduction ..................................................................................................... 34 4.2) Presentation and discussion of findings ...................................................... 34 4.3) Methodology applied ...................................................................................... 34 4.3.1) Focus group ................................................................................................. 34 4.3.2) Semi-structured interviews ......................................................................... 35 4.4) Results and discussions from the focus group ........................................... 35 4.5) Results and discussions from the semi-structured interviews .................. 38 4.6) Concluding remarks ....................................................................................... 42 Chapter 5: Conclusions and Recommendations ................................................. 43 5.1) Introduction ..................................................................................................... 43 5.2) Objective 1 ....................................................................................................... 43 5.2.1) Findings from the literature ......................................................................... 43 5.2.2) Findings from the research ......................................................................... 44 5.2.3) Conclusion.................................................................................................... 44 5.2.4) Recommendations ....................................................................................... 45 5.3) Objective 2 ....................................................................................................... 45 5.3.1) Findings from the literature ......................................................................... 45 5.3.2) Findings from the research ......................................................................... 46 5.3.3) Conclusion.................................................................................................... 46 5.3.4) Recommendations ....................................................................................... 47 5.4) Objective 3 ....................................................................................................... 47 5.4.1) Findings from the literature ......................................................................... 47 5.4.2) Findings from the research ......................................................................... 47 5.4.3) Conclusion.................................................................................................... 48 5.4.4) Recommendations ....................................................................................... 48 5.5) Suggestions for further research .................................................................. 48 5.6) Concluding remarks ....................................................................................... 49 Reference List ........................................................................................................ 51 3 Annexure A- Explanatory information sheet and consent form for participants ................................................................................................................................. 56 Annexure B- IIE ethical clearance form ................................................................ 61 Annexure C- Concept Document Table ................................................................ 63 Appendix 1 - Focus group and Semi-structured interview schedule ................ 64 Focus group questions .......................................................................................... 66 Semi-structured interview questions ................................................................... 67 4 Table of Figures Figure 4.1………………………………………………………………………………….35 Figure 4.2………………………………………………………………………………….36 Figure 4.3………………………………………………………………………………….37 Figure 4.4………………………………………………………………………………….38 Figure 4.5………………………………………………………………………………….39 Figure 4.6………………………………………………………………………………….41 5 i) Declaration I, Kiara Haripersad declare that this dissertation is of my own original work. Any secondary research material that has been used throughout this dissertation has either been a print source or from the Internet. All sources that have been referenced and accessed for this work have been acknowledged and accurately referenced according to the Harvard referencing technique. The date, author