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What Is Disneynature's Qualitative Research?

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Each one of Disneynature’s productions has a conservation project attached to it. My proposed thesis will focus on the productions Oceans, Wings of Life, African Cats, Chimpanzee, Bears and Monkey Kingdom which were released between the years 2009 and 2015. Disneynature teamed up with The Nature Conservancy for the film Oceans which was released in 2010. As part of their CRM campaign for Oceans, Disneynature secured the protection of 40,000 acres of ocean near the Bahamas which helped preserve coral reefs. Another example of one of Disneynature’s CRM campaigns is the tie between the film Bears (2014) and the pledge from the Disney Worldwide Conservation Fund to donate $0.20 to the National Parks Foundation for each ticket sold during the film’s …show more content…

As qualitative research is primarily exploratory I will use it to gain an understanding of opinions and motivations. It will help to provide me with insight into people's thoughts, opinions and trends on the subjects of Disneynature, conservation and their use of CRM for their films. Document analysis is the main form of data analysis I plan on using. Document analysis is a systematic procedure for reviewing or evaluating all types of documents. Similar to other analytical methods in qualitative research, document analysis requires data to be examined and understood in order to gain meaning and understanding. Semi-structured Interviews will also be carried out as part of my research. A face-to-face interview will allow me to is capture verbal and nonverbal cues including body language, or levels of enthusiasm for the topics being discussed. Semi-structured interviews will allow me to ask a set of the same questions to all interviewees, however, additional questions may be asked if necessary to clarify and to further expand certain issues. A pre-planned set of questions will be asked to a group of consumers of varying ages and genders. The aim of these interviews will be to further investigate on a face to face level whether CRM campaigns, specifically Disneynature's, have an effect on consumers purchasing

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