Page 796 - MARSIUM'21 COMP OF PAPER

775 Siti Ayshah (2021)

■ 3.0 RESEARCH METHODOLOGY

3.1 INTRODUCTION

From the previous chapter, researcher already developed the element and method of content analysis that show the
characteristic in element of content analysis which is thematic analysis. Thematic analysis focusing on emotional appeal such as happy,
romance, sad, fear, guilt trip and the list continue. This chapter will discuss about the methodology used in this research.

The purpose of this chapter is to examine the research methodology. Further discussions will be held on the method of conducting
this research, including the development of research design, research instrument and data collection method.

In this study, the chosen research design is qualitative design and use a descriptive approach. In this research, qualitative method
will be used to collect data for this study.

3.2 RESEARCH DESIGN

The research design of this study is descriptive quantitative research design. The data collection will focus more on rational and
emotional elements regarding PETRONAS television advertising in celebration of Hari Raya Aidilfitri from 2010 until 2020. Researcher
will study the emotional element where the emotional element includes basic elements such as joy, sadness, surprise, fear, trust, disgust,
anger, and anticipation.

3.3 RESEARCH INSTRUMENT

The collecting of data is an important point in the research process. The instrument that the researcher chooses to gather data
depends on the sort of data that the researcher intends to acquire, which is qualitative, and how the researcher intends to collect it. Researcher
will use observation method of PETRONAS television advertisement on answering how it can bring brand impact and is it true that
PETRONAS advertising about Hari Raya Aidilfitri brings brand impact in the year 2010 until 2020.

3.3.1 OBSERVATION METHOD

Observation is a method of strategic data collection that involves monitoring people in their natural habitat or in a
naturally occurring circumstance. The processes being seen are natural and not staged. Individual instances, organizations, and
entire communities can all be influenced. It gives a wealth of knowledge about natural processes. Data gathering is time- consuming
and labor-intensive, and it may need to be repeatedly to assure dependability. Observation schedules based on a set of standards,
on the other hand, can make data collecting easier. The amount of engagement of observers might range from fully participating
to non-participating (Data-collecting instruments, n.d.).

This study is using observation as research instrument. Qualitative research involves with gathering and analyzing words
(written or spoken) and textual data. Other “softer” measured values, such as body language or visual elements, might also be
the subject of qualitative research.

In this study, researcher will study and analyze about the emotions and attributes of the message that is to be conveyed
by PETRONAS tv ads. Researcher will study about basic type of emotion such as joy, sadness, anger, fear, trust, disgust, and
anticipation that catch viewers’ attention. Researcher will also study and analyze about the message attributes in terms of slogan,
graphic and content.

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