Methodology

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3.0 Methodology This section will describe how the sample was constructed, as well as how the empirical results were found and displayed. It will describe the steps, principles, concepts and calculation methods employed. 3.1 Research Philosophy This study follows a new form of outdoor advertising known as 3D projection mapping. Along the way it aims to determine how effective this type of advertising is. This can only be determined by evaluating how the effectiveness is measured. This study researches typical marketing effectiveness, and how it is measured. Later on once data is collected this can then be compared and contrasted. This data can also be related to secondary research findings. Ultimately this will conclude by evaluating if initial objectives were met, the research limitations discovered, and future research recommendations. 3.2 Research Approach This all began with secondary qualitative research; determining what 3D projection mapping truly is within the field of outdoor advertising, allowing expert knowledge on the subject to be collected. It was then followed by choosing a topic; discovering what the problem to be researched exactly is. The topic of this thesis was given approval, and then the literature review of secondary sources relating 3D projection mapping to the field of outdoor advertising began. This then led to more qualitative research using secondary resources. Followed up by a qualitative view of interviews done with advertising agencies that have utilized 3D projection mappings as a part of their IMC campaigns. This was then followed by more qualitative and quantitative research, examining the surveys first from the perspective of the information gathered then the statistical information gathered, to explain what was observed. It ended with the overall conclusions and recommendations of the entire study. The end of this process was review, making sure everything was in place, cited correctly and grammatically correct.

3.3 Research Strategies The research on this investigation began once the research problem was determined; how can you measure effectiveness and whether or not creators of 3D projection mappings are even taking the time to measure the results. Researching necessary literature of academics through the use of libraries and online e-books then followed this. Secondary research was performed next; researching journals, electronic databases, and websites. Pre-planning what literature was to be read was key, and it allowed for research to flow fluidly when it came time to conducting the primary research. The interviews were completed using the same 15 questions asked to advertising agencies and digital companies that utilized 3D projection mapping as a form of advertising. Once all interviews were completed, they could be compared on a qualitative level, noting similarities and differences, and what worked best and what failed. Refer to appendix one for the results. The surveys were completed using the same 12 questions asked to attendants of the live 3D projection mapping that took place on Saks 5th ave. Refer to appendix 2 for the results. The results were compared on both a qualitative level, noting opinions of the attendees, and then from a quantitative level, noting the results in percentiles, allowing conclusions to be drawn. 3.4 Time Horizons Due to the fact that this is a dual MBA dissertation, there was less time allotted to complete this study. This did place added pressure on completing the research on time. It was very difficult to find a live 3D projection mapping, since 3D projection mappings are so new to the field of advertising. The live 3D projection mapping attended for this study was luckily found, and it was projected nightly over the month of December. However, the introduction, literature review, methodology, secondary research, and partial preliminary

research had already been completed. The unexpected dilemma was the fact that the preliminary research of interviews was taking longer to receive information back than anticipated. The exact weekly breakdown was as follows: the Introduction took approximately two weeks to refine, the literature review took about a month to research and complete, the methodology took two days to complete, the secondary research section needed a week and a half to complete, while the primary research required five weeks to complete, and the conclusions and recommendations only required approximately a week to complete. The introduction required more time than necessary in order to refine it, this allowed the study to start from the right place. The literature review took longer than expected, possibly to make sure all aspects were covered. Ultimately the primary research is what caused the time constraints to be so difficult. 3.5 Data Collection Methods The literature review research was collected through the London South Bank University Perry Library. Some of the academic findings were hardcopy texts while some were found on the library¶s website. The rest was located at the Hofstra University in NY, USA and the Merrick Public Library in Merrick, NY. However most of this data was collected in London. The secondary research was collected using the London South Bank University Perry Library website. In particular the e-journals and the e-resources such as business source premiere, WARC, MINTEL, and Emerald. Other sources used for secondary research were online magazines and newspapers, advertising blogs, and websites in general. Google Alerts were key to making sure all recent data was collected. Primary research was conducted through surveys and interviews. While attending the live presentation of a 3D projection mapping, one hundred attendees were requested for their email addresses. Since most did not respond and there was a time constraint on this study being completed, the survey was closed once 50 surveys were completed. In regards to the interviews with the advertising agencies countless different agencies were contacted, very early on to create contacts willing to participate. However

when it came time to conduct these surveys, a lot of the firms were either too busy, or determined the interview questions proposed were not possible for them to answer. In the end ten successful interviews were completed; via email and via the phone. The conclusions and recommendations were based upon findings and analysis, as well as secondary research previously collected.

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