Consumer Life Stage Affects Consumer Zipping Behavior

Research design and methodology:
The aim of this research study is to determine whether television as a medium for advertising is becoming obsolete due to technological advancements and the consumers ability to zip adverts.
In order to conduct the study four objectives have been identified. The first objective is to determine how new technological developments in the television industry affect consumer zipping behaviour. The second is to establish whether consumer life stage affects consumer zipping behaviour. The third is to assess the impact of the enjoyment and memorability of adverts on consumer zipping behaviour. The fourth is to analysis the impact of program involvement on consumer zipping behaviour.
Given the nature of this study

Surveys in the form of personal interviews will be conducted in local supermarkets as this is the best way to ensure that a variety of the population are reached in a short amount of time (Wiid & Diggines, pg115, 2013). The survey will begin with classification questions for the first two objectives which will enable us to group the participants according to life stages as well as enable us to filter out the individuals who are not applicable to the study (Cooper & Schindler, pg302, 2014). These questions will be a combination of dichotomous and multiple choice questions and will make use of nominal scaling as the information can be grouped (Cooper & Schindler, pg250&306, 2014). The nominal scaling to be used is simple category scales and multiple choice single-response scales. The survey will then be followed with target questions which will be more specific to the study for the third and fourth objectives (Cooper & Schindler, pg302, 2014). The questions will be a combination of structured questions, questions with set answers to choose from, and unstructured questions, questions that are not limited but provide guidance, and they will be presented in the form of rating grid, multiple choice and open response questions (Cooper & Schindler, pg302&306, 2014). The structured questions will use likert scales and multiple choice single-response scales. (Example of questions in Appendix

The focus will be on weather TVCs are still reaching the mass population therefore the sample will consist of both households with and without PVR. Nonprobability sampling will be used due to time and cost constraints as well as the fact that the focus of the study will be looking at only the population who have a television in the household and not the whole population of which the size of the population tested being relatively unknown. We will also be targeting certain individuals who fit into different life stages (Cooper & Schindler, pg343, 2014). Convenience sampling will be used in order to select a sample from the population to conduct the focus groups. There will be informal groups of individuals who consist of friends, family and work colleagues used to gain insight which will still adhered to our budget (Cooper & Schindler, pg359, 2014). Three focus groups will be conducted of ten people each. Of these three groups one will be individuals under the age of 35, one over 35 and one mixed. Nonprobability quota sampling will be used for the surveys as the sample population will need to meet certain criteria of owning a television in order to be selected (Cooper & Schindler, pg359, 2014). A minimum of 10 qualifying surveys from each life stage group will be