Effect of TV Adverts on Children Using Quasi Experimental Design

Quasi-Experimental Design on the Effect of TV Adverts on Children

This study carries out the evaluation of a research titled "A quasi-experiment assessing the effectiveness of TV advertising directed to children" (Goldberg, 1990 p 445). The paper examines the extent the research hypotheses have been able to address the study. The paper also examines the research dependent variables and independent variables. Moreover, the study investigates the extent the author has adhered to both external and internal validity for the research.

Research question the study Addresses

Goldberg, (1990) carries out the experimental research to investigate the potential impact of television advertising on children. Although, the author does not provide the research questions, nevertheless, the author tests two hypotheses using the quasi-experiment to assess the effectiveness of television advertising that has been directed to children.

Rationale for the study

The rationale of the study is to assess whether children exposed to higher level of television advertisement can be exposed to vulnerability. Goldberg, (1990) believes that children exposure to television advertisement has become a source of a considerable debate in the last two decades in different countries. Efforts to regulate a TV advert directed to children has been more rigorous compared to TV adverts directed to adult. In the United States, there has been an intense public debate regarding the effect TV advert on children. This continuous debate on the impact of the TV advert on children makes Goldberg, (1990) assess whether the TV adverts truly have an impact on children.

Extent the study designed has been able to contribute to Theory

Goldberg, (1990) research design has been able to contribute to theory by using the quasi-experimental theoretical framework. The author reveals that experimental paradigm has been able to support the public views that the influence of TV adverts is high on children. For example, children's choice of snacks has been attributed to the TV functions they have been exposed. Increasing number of quasi-experiments also reveal that children are influenced by a specific strategy that companies employ to design the TV adverts in order to influence the children choice of product, and this strategy has been more persuasive.

3. Extent the results have been able to contribute to Theory

Overview of the research results reveal that the results have been able to contribute to the theory by using the quantitative technique to test both hypotheses that the researcher develops. The author uses the two hypotheses to compare whether English-speaking children respond more positively than French speaking children. The hypothesis also tests whether English speaking children watch American TV program than French speaking children. The hypothesis also tests whether the English speaking children or French speaking children who are exposed to the American children TV responds "more positively to product advertised than do children exposed to less American children's TV" (Goldberg, 1990 p 453). While the author uses the quasi-experiment for the investigation, however, the author uses the quantitative theoretical framework to present the results using the descriptive statistics and inferential statistics. (Shadish, William, 2002).

For example, the author uses the Mean value to reveal that "low-income English-speaking children watched more ACTV (mean=2.53 hours per day) than did upper-middle income English-speaking children (mean=1.43 hours per day)" (Goldberg, 1990 p 453). The P-value is also used to show that "English-speaking children more aware of toys than French-speaking children (F=400.47, p

4. Constructs that the study addresses and their Operationalization

The constructs that the study has been able to address is by carrying out the investigation on the effectiveness of television adverts directed towards children. The author is able to operationalize the constructs using both the dependent and independent variables. Moreover, the study develops the questionnaires to include both the independent and dependent variables to assist in operationalizing the constructs. The author also developed the first draft of the questionnaire for the pretest, and used the French speaking low income school. Other questionnaire is also developed to test children toys awareness.

5. The Study Dependent and Independent Variables

The independent variables consist of children cultural affiliation, and number of ACTV program the children watch. The dependent variables consist of the "degree to which children are affected through TV advertising." (Goldberg, 1990 p 453). The dependent variables also consist of awareness of toys that determines the relationship between children exposure to the ACTV adverts and the actual purchase of the toy. The dependent variable also tests the level of children cereal purchase.

6. Type of Research Design

The researcher uses the quasi-experimental design to select English speaking children and French speaking children for the experiment. The children selected come from high income families or low income families, who were exposed to the ACTV or not exposed to the TV program. The survey is designed to investigate the type of television program that the children watch, type of cereal purchased, and their awareness of toys. The table 1 reveals the setting and subject population of the sample English-speaking and French-speaking groups.

Table 1: Research Design

English-speaking

French-speaking Groups

"English-speaking children attending school in the upper-middle income English-speaking suburb of Montreal." (Goldberg, 1990 p 448).

78

"French-speaking children living in upper-middle class camp very close to the area of Montreal." (Goldberg, 1990 p 448).

Mean family income:

$40, 395.

Ages children:

9-12 years.

Ages

9-12.

"English-speaking children from working class background in the lower income English-speaking area of charity camp and Montreal for English-speaking children." (Goldberg, 1990 p 448).

66

"French-speaking children attending school in French-speaking working class neighborhood in the area of Montreal." (Goldberg, 1990 p 448).

Mean family income:

$17,213

Mean family income

$17, 206.

Ages children

9-12 years

Ages

9-12

7. Method Addressing the External and Internal Validity Threats