The paper “ What Do Australian Consumers Think about Current Advertising Standards? ” is an intriguing option of an article on marketing. The public perception regarding present ad standards undoubtedly forms the basis of ad self-regulation within Australia. Despite consumers’ perception of the advertising being extensively studied in the 1930s in the US, the case was not the same as Australia. Jones and Eagleton (2012) confirm that there is a scarcity of research or studies regarding present attitudes towards advertising standards. However, there is as well a near lack of data within an Australian context. Furthermore, according to Jones and Eagleton (2012), it is also troubling to observe that the Advertising Standards Board (ASB) has neither clearly defined advertising standards nor communicated empirical studies to establish the rules.
As well, data relating to grievances to the board reveal a continuous rise, signifying that an increasing number of Australian consumers are increasingly concerned with the present advertising standards. It is, therefore, imperative to analyze Jones and Eagleton's article on perceptions and thought of Australian consumers about current advertising standards. For effective analysis, this paper addresses how the researchers collected data, the type of data collected and the time of receiving it.
In addition, this paper explains the reasons for data collection and narrows down to evaluate the methodological approach used. However, the paper lays a significant focus on analyzing the content of Jones and Eagleton's article while discussing its strengths, weaknesses, and limitations. Data CollectionAccording to Jones and Eagleton (2012), data collection exercise started officially in April 2008. The process began with strengthened use of mixed methods involving both qualitative and quantitative methods in collaboration with primary and secondary sources to establish reliant finds.
Primary data collection techniques included the use of observation, questionnaires, and interviews. The researcher's administered questionnaires on their own to develop more knowledge and findings during the research program. For instance, the surveys were mainly designed to evaluate consumers’ perception of advertising as a whole as well as the employment of particular appeals and imageries in promoting messages. The questionnaires aimed at establishing the extent to which respondents believed each advertisement was personally (in) offensive. In addition, the surveys also assessed the social acceptability to determine whether respondents felt in the successful marketing of the desired products.
Most of the questions that ventured into the questionnaire were in relation to the AANA Code of Ethics. On the other hand, the researchers used secondary methods where they made a range of comparisons between the existing knowledge and the findings generated from their study. In addition, researchers utilized knowledge from prior qualitative studies designed to identify messages and imagery of concern to Australian consumers. Sampling TechniqueAccording to Jones and Eagleton (2012), the research utilized a random sampling method where participants/respondents came from an automated database.
The database contained not only names but also addresses within Illawarra (an area within New South Wales State of Australia), procured from a commercial research agency. For instance, the database comprised of about 6097 addresses where approximately 4000 addresses were randomly picked to take part in the survey. The researchers considered this particular sampling frame as more symbolic of the broad population, given the falling rates of landline telephone ownership.
ReferencesJones, S.C & Eagleton, K. (2012).What do Australian Consumers think about Current Advertising Standards? Journal of Public Affairs, Vol.12 No.4, Pp.315-325