Methodology – 

 

Through composing my research, I decided to use 2 research methods. This consisted of creating a questionnaire (quantitative) using google forms, and interviews (qualitative). I decided to select these two research methods as it provided me with both qualitive and quantitative data. Doing this allows my investigation to be greater in validity. Compiling qualitive data allowed me to have a greater understanding of what my participants opinions were, and this granted my study more depth. Additionally using quantitative data allowed me to narrow down my findings and easily present my findings in statistical graphs such as pie charts. 

 

For my questionnaire, I posted out a link to my survey on my social media channels in order to reach as many people as possible in order to gain a larger target audience, therefore be provided with more answers. My questionnaire contained one question which asked the ages of the participants. Although my target audience was people aged 18-25, I still wanted other ages to be valid in order to compare if there was a difference between generations and gain a larger representation. I invited anyone who wanted to take part to read the consent form and ensured them that they would withdraw their answers if they wanted to do so by stating a memorable phrase. This approach was great, and it worked incredibly well for me to gain insight into my research question as I was able to collect a large number of answers and analyse my answers easily. Whilst I created my questionnaire, I ensured that I used open and closed questions which gave me a greater depth in my findings. This approach was great, as closed questions ensured that I was able to present findings clearly alongside the open questions which allowed participants to elaborate their answers which granted me a greater understanding. For example, one question I provided my participants was ‘Do you think the rise of online shopping is a positive movement or a negative? Explain your answer’ which allows participants to elaborate their opinions and enables me to relate my results back to my research approach. I didn’t want to be too invasive due to ethical issues and made sure that it was up to the participant to be as honest as they wanted to within their answers, so they only provided me with information they felt comfortable with. For example, one of my open questions I created discusses the pressure built by capitalism and consumeristic goods. 

 

I have provided the link to my survey - https://forms.gle/rNQKnKBNJM729Si88

 

 

 

I specified closer towards my target audience group when I conducted my interviews, which were young adults aged 18-25. I gathered a group of 5 participants, each with a ten-minute time to ask them pre-planned, semi-structured questions so I was able to loosely follow a script to avoid diversion. My questions elaborated more in depth about my participants opinions. 

 

I have provided the questions I provided within my focus group sessions below:

 

• How often do you engage with e-commerce/ online stores?

• How often do you use social media?

• Do you believe social media affects your life? Positive, negative or both? Expand

• How often do you purchase products online that have been promoted to you via social media?

• Do you engage with influencers?

• Do you feel pressure to purchase materialistic goods in order to seem more socially acceptable/ desirable?

• If social media stopped existing, do you feel there would be more or less pressure to behaviour a certain way?

• If social media stopped existing, do you believe that your shopping habits would change?

• Do you believe everything you see on the internet?