Each day, reflect on the advertising you see around you. To what extent do you think that this advertising is making use of (or failing to make use of) consumer research? Do you think that the advertising itself is violating some of the principles of ethical research?
Advertising plays a significant role in our daily lives, bombarding us with messages and enticing visuals aimed at making us aware of products and services. As I reflect on the advertising I encounter each day, I believe that some advertisements make effective use of consumer research, while others fall short in this regard. In addition, there are instances where advertisements may violate the principles of ethical research.
Firstly, it is important to note that consumer research encompasses various methodologies, including qualitative and quantitative approaches. In the video by Mr. Sinn (2019), he discusses the importance of qualitative and quantitative research in understanding consumer behavior. Qualitative research involves understanding consumer behavior through techniques such as interviews, focus groups, and observations, while quantitative research utilizes numerical data to reveal patterns and trends. Both methods provide valuable insights into consumer preferences, motivations, and attitudes, which can subsequently inform advertising strategies. Also, the Pew Research Center (2017) emphasizes the significance of random sampling as a method in research, while One Minute Economics (2018) explains how sample size affects research outcomes and provides examples of its importance in research studies.
Many advertisements do make use of consumer research by incorporating elements that appeal to their target audience. For example, ads for smartphones often highlight features such as advanced camera technology, long battery life, and sleek design, reflecting the preferences and desires of consumers who value these qualities. This demonstrates how consumer research can help shape advertising messages to align with consumer interests.
On the other hand, there are instances where advertising fails to make adequate use of consumer research. Some ads may rely on stereotypes or outdated assumptions about their target audience, leading to a disconnect between the message conveyed and the actual needs and desires of consumers. This can result in ineffective advertising campaigns that fail to resonate with the intended audience.
When it comes to ethical considerations, advertising should adhere to principles such as honesty, transparency, and respecting the privacy and autonomy of consumers (Jitvaan, 2023). However, there are cases where advertisements may violate these principles. For instance, if an ad utilizes manipulative tactics or false claims to deceive consumers, it violates the principle of honesty. Similarly, if an advertisement invades privacy or targets vulnerable populations without their consent, it violates the principle of respecting autonomy.
It is crucial for advertisers to conduct ethical research, which involves gathering data and insights in a responsible and respectful manner. This includes obtaining informed consent from participants, ensuring their privacy and confidentiality, and accurately representing the findings of the research in advertising campaigns (Jitvaan, 2023). By adhering to ethical research practices, advertisers can build trust with their audience, create meaningful connections, and contribute to a positive advertising environment.
References:
247 Science. (2017, April 4). INTERACTIVE: Part 1: Identify the Independent and Dependent Variables with the MythBusters! [Video]. YouTube. https://youtu.be/l0jTMDtX4WY
Mr. Sinn. (2019, October 23). Qualitative and quantitative research. [Video]. YouTube. https://youtu.be/69qP8kFJp_k
One Minute Economics. (2018, January 26). The sample size explained in one minute: From definition to examples and research tips. [Video]. YouTube. https://youtu.be/Uyd_Fk9cDjA
Pew Research Center. (2017, May 12). Methods 101: Random sampling. [Video]. YouTube. https://youtu.be/sonXfzE1hvo
Jitvaan. (2023, June 20). Ethics in Advertising – It’s Importance and Effectiveness. https://www.themediaant.com/blog/ethics-in-advertising/