The second method of research to be used was a survey with the use of online questionnaires. The questionnaire was created with the use of both open ended and multiple choice questions and was divided into two parts. The survey was developed using www.eSurveyspro.com, a free online platform that allows for the development of questionnaires and provides access to immediate results.
These advantages were considered when deciding which method was best for sending out the questionnaire to the selected sample. The selected sample of NMMU students had selection criteria which did not discriminate in gender or race, but had an age target of 18-25. These respondents needed to reflect a sample of the South African public who possibly listen to and watch many music videos.
59
The email, which was broadcast via NMMU’s Communiqué, went to all the selected samples’ NMMU email accounts on 3 December 2012. The respondents were given from 3 December 2012 to 3 May 2013 to complete the electronic survey. The questionnaires enabled a conclusion to be drawn as to whether the perception of the celebrity has or has not changed the perception of the brand that has been placed in the music video. The email that was sent out read as follows:
STUDENTS REQUIRED TO PARTICIPATE IN MASTERS SURVEY
Nelson Mandela Metropolitan University students’ perceptions of product placement within selected music videos.
Dear Student
You are being asked to participate in a research study. We will provide you with the necessary information to assist you to understand the study and explain what would be expected of you (participant). These guidelines would include the risks, benefits, and your rights as a study subject. Please feel free to ask the researcher to clarify anything that is not clear to you.
To participate, it will be required of you to follow the link below and provide consent where specified. By agreeing to give consent you verify that you understand and agree to the conditions.
*Link to online survey: http://www.esurveyspro.com/Survey.aspx?id=090962c3-5729-48e3-92f1-4d8e00be88ef
You have the right to query concerns regarding the study at any time. Immediately report any new problems during the study, to the researcher. Telephone numbers of the researcher are provided. Please feel Nelson Mandela Metropolitan University, Port Elizabeth, 6031. If no one could assist you, you may write to: The Chairperson of the Research, Technology and Innovation Committee, PO Box 77000, Nelson Mandela Metropolitan University, Port Elizabeth, 6031.
Participation in research is completely voluntary. You are not obliged to take part in any research. If you do partake, you have the right to withdraw at any given time, during the study without penalty or loss of benefits.
Furthermore, it is important that you are aware of the fact that the ethical integrity of the study has been approved by the Research Ethics Committee (Human) of the university. The REC-H consists of a group of independent experts that has the responsibility to ensure that the rights and welfare of participants in research are protected and that studies are conducted in an ethical manner. Studies cannot be conducted without REC-H’s approval. Queries with regard to your rights as a research subject can be directed to the Research Ethics Committee (Human), Department of Research Capacity Development, PO Box 77000, Nelson Mandela Metropolitan University, Port Elizabeth, 6031. The study may be terminated at any time by the researcher, the sponsor or the Research Ethics Committee (Human).
Although your identity will at all times remain confidential, the results of the research study may be presented at scientific conferences or in specialist publications.
60
The following advertisements will form the basis of the study, and if you agree to take part in this study, and voluntarily give your consent, you will be required to watch the following advertisement and thereafter, answer questions relating to each advertisement.
Advertisements:
Jessie J and David Guetta “Laserlight”
http://www.youtube.com/watch?v=syxd2n8S4AE
Forms part of Jayne Haldane’s MA in Applied Media treatise (LMC 511) 2012/2013.
Terms of Participation:
Only participants who are aged between 18- and 28-years-old, and may be male and female NMMU students, may participate in this study
Kind Regards
Principal investigator: Jayne Haldane
Contact: 0767110178
Email: [email protected]
Ethics clearance number: H12-ART-JMS-003
Refer to addendum B to view the questionnaire.
This email explained to the NMMU students what the reason for this survey was. The email also clearly stated the terms of participation in the survey, as well as the music videos that were being used. Students were then able to access the questionnaire via the link to the survey.
The questionnaire was divided into three parts. Before the first section started, the respondents were informed of the purpose if the questionnaire and the terms of participation of the study, as well as being asked to give their participation consent.
The first part of the questionnaire was to determine whether the respondents are familiar with the brands in the music videos or not, and if so what their perceptions
61
were thereof. It also focused on discovering whether they are familiar with the celebrities in the music videos or not and what their perceptions of these celebrities are. The respondents were then asked to follow links in order for them to watch the three music videos. Once they had done so, they moved onto the second part of the questionnaire. The second part of the questionnaire established whether their perceptions had changed after watching the music videos, identifying both the brand that is placed is the music video and it relations to the celebrity.
The results of the close ended questions of the survey were displayed using graphs to ensure that the analysis of the percentages of responses were easy to understand.
The open ended questions were analysed thematically.