Task Two – Screening

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When I finished my advertisement I wanted to receive audience feedback about my advert so i can see what the audience think of my advert . This is so i can see what people opinion and see how i can improve my advert before realceing it. I did this in two ways. I did it in the form of quantitive and qualitive information.

Quantitive 
Quantitive information is information presented as numbers. This is done to  see people opion presented in numbers. So you see the percentage of people like the advert. I collected this information using survay monkey. I did this because it is the quickest easiest and best way of collecting allot of information. In this form of collecting information i asked the audience there opeion of the advert out of 10 , if they thought it was a goo advert and if it was approriate. Most of them were yes or no answers so i can collate the information. It was more useful to ask yes no questions because it was over the computer and the information is easier to sort to make graphs.  The survey was good giveing people opion of the advert but it did not give detail.

Qualitative 

Qualitative information is presented as word answers. This is done so people can give detailed opinions instead of just selected answers they could say what they want to about the advert . I collected this information by carring out a screening in front of a audience who could give what ever answers they want to. I did this because it let me collected more detailed answers of opions and improvements of my advert. I asked what there opion of the advert was, what features were shown and improvements i could make in my advert. It was more useful to asked for detailed answers because it was face to face so 5they could give longer answer and  they don't have to write anything. The screening was good because it gave the audience a chance  to give detailed opions.

There were pros and cons of collecting quantitive information using survey monkey. The pros of useing survey monkey is there i can collect a lot of information. When using survey Monkey you type in 10 question and you made a survey. This can  be sent to a lot of people . This means that more people will do it because you do not need to round them up and get them to say there answers in a room. In the room there is a limited number you can fit. But with a survey you can send it to loads of people and they will answer it without having to go anywhere. Also it is less time consuming because you do not need to find people to do it then bring them all to a room where they have to answer questions instead you just send out the survey and they answer it.  The cons of using survey monkey is that the information lacks detail. On the survey they are usually tick boxes . This means they can only give set answers so can give they full opion or reason behind these opions. This means the information is is just opions , not reasons behind opions or  improvements. Also people might not answer the survey . I could send out loads of surveys but no one might answer them. This means that I would receive a lack of results. This would make the results less reliable because less people answered it.


There are also pros and cons when collecting qualitative information using screening. The Pros of having a screening is that the information is more detailed. The participants of the screening are in front of you so they can give more detailed answers because they can chose what they want to say instead of having set answers. This is because they don't have to fill out a questionnaire instead they say there answers.  This means that the answers received will have more detail because they can explain there reasoning behind their opinion of the advert. This will mean they will tell me their problems and improvements of the the adverts o i can make these changes to the advert. Also if participants in the room they will answer. Unlike surveys the participants are in front of the researcher , so they have to answer the questions. They can ignore the questions  like they can do in a questionnaire. This means that it more definite to get answers. This means that i will definately get some results from the audience for improvement of my advert. The cons of screening are  the answer recieve can't be collated. This is because the answers are more detailed. This means that they can not be collated  because all answers are different so they can not be put together to form a table. The problem of not being able to collate the information is that i will not receive and overall opion of the advert that can be turned it to a table to it can not be used as a generalization of peoples opion. Another con of screening is getting enough people to participate in the group. People volunteer to participate in the screening, so it is there choice to participate. This means if no one wants to volunteer i will not collect enough results . this means that i will not find out if my advert is good or not.

When i was collecting feedback for my advert i had to take into account different groups of people in society. This is because i needed to get the opion of different groups of people to see if it appeals to them. Also this is to make sure the advert is not seen as offensive or rude. Getting these different opions helps my advert because they can suggest improvements to get their group to enjoy this advert. The different groups i tried to include was different ages,genders, races , religions and sexualties. I did this by selecting as many different groups in my screening as possible . The groups i could not include in my screening i including in the questionnaire. This was so i could include all these groups to get their opinions. The different groups had different opinions. An example of this is ages. Younger people had different people had different opinions. The younger people enjoyed the advert and believed it applied to them whereas the older people believed it did not appeal to them or people there age. This information was very useful because it helps understand how i could improve my advert.


When getting feedback on my advert i asked a range of questions which were both open ended and closed questions. I did so i could collect a lot of different answer. The open questions helped see reasons for people opinions and improvements to the advert. This is because they can say longer answers meaning i could collect more information. I also used closed questions . These were to see people opinions in figures. This is so i could collect all this information and collate it into a table to see percentages of peoples opinion. Which will help to see if people really liked it. The types of questions differed for which type of method i used. When using survey monkey i asked only -closed question . This is because thew survey is seen by more people so i can get more information to collate. The more information i get the more reible my results are . This means that the the conclusions can be more generalized if a lot of people had this belief. When carrying out my screening  i asked open questions. This is because there is less people so i can get the people's opinions with out having too much to work with. The participants will give more detailed answers  so i can see peoples opinions of the advert and to give me improvements with out having too much information to sort though.

The answers i received though both survey monkey and the screening were reliable. This is for many reasons. Firstly , i asked so many different groups about my advert. This means that i got a lot of different opinions from different types of people so i could get more of a generalized view of each group. Also i asked many peoples opinion of my advert. The more people i ask the more reliable my results are because if they have similar opinions it means that can be generalized to more peoples opinions, so if most like the advert its likely a lot of people like the advert. This means that i find out if the advert is going to be successful enough to put onto tv .

This process could have had some improvements. When carrying out the screening many of the audience member were the same age. This meant I might have received an age biased on my advert. So the advert might have applied to that age but not anyone else meaning the advert would not be successful. Also i would have included more people in my screening. I had around 8 people in my screening this meant that the answers i received were limited because there was not many people who could answer. Which causes an answer biased so the answer is less trustworthy.  The improvement to the survey monkey survey is more people could have carried out the survey. Not as many people carried out the survey than I wanted , this means that the answers are not as strong because ,not enough people agreed with an answer. Also more questions could have been asked. I only asked 10 questions. The questions were all the main questions . They did not have a chance to explain their answer. So the answers are less detailed so we don't know there reasons for their opinions.