8/13/2019 Plain Language Statement

1/2

V4 April 2013 1

Plain Language Statement

1. Study title and Researcher Details

Project Title: Advertainment or Advergames: which is more effective in inducing consumer purchasebehavior in the UK?Subject Area: ManagementSuprevisor: Mrs. Victoria SutherlandDegree: MSc International Strategic Marketing

2. Invitation paragraph

You are invited to assist the researcher with consenting to filling out the questionnaire which should

take approximately ten minutes of your valued time. The researcher would be grateful if you doparticipate in this study. Before you decide to be a part of this study, you should understand what thestudy is about and why you are being chosen. Therefore, please take your time to read the followinginformation carefully. Feel free to ask the researcher in case of any queries or if you need moreinformation.

3. What is the purpose of the study?

The purpose of this research, in essence, is to study which medium is more successful in inducingpurchase behaviour in a customer whether it is entertainment or video games. The research also aimsto study if loyalty towards a brand, its preference and its loyalty alter or change in some manner withrespect to product placement in the aforementioned mediums and if so, to what extent. Differentbrands all around the world spend a big portion of their revenues on advertising and marketing

purposes and expect results. This study should be able to identify the types of brands that should optfor product placement in video games and product placement in the entertainment sector.Furthermore, the study aims to conclude which medium, if invested in, will tend to generate higherreturn based on current trends.

4. Why have I been chosen?

You have been chosen to be a part of this study because you form a part of the chosen sample.

5. Do I have to take part?

You have the absolute right to refuse participation in this study without any consequence. If however

you do participate in the research and wish to withdraw at a later time please inform the researcherusing the contact details below. Your participation will be retracted.

6. What will happen to me if I take part?

You will be involved in this research for the time it takes to complete this questionnaire. Your name willnot be used under any circumstances but only the data that you fill. Moreover, the research will last foran approximate period of three months, after which all the gathered data will be destroyed includingthe computer files. You are only required to fill the questionnaire before you.

7. Will my taking part in this study be kept confidential?

You participation in this study will be confidential and completely anonymous. Any informationcollected from you shall be destroyed by burning hard copies and removing computer files.

8/13/2019 Plain Language Statement

2/2

V4 April 2013 2

8. What will happen to the results of the research study?

The results of this study will be posted in terms of a dissertation. The soft copy of the dissertationshould be ready by the end of August. If you so wish, the dissertation can be provided to you in termsof a soft copy.

9. Who is organising and funding the research? (If relevant)

N/A

10. Who has reviewed the study?

This project has been reviewed by College of Social Sciences Research Ethics Committee.

11. Contact for Further Information

Researcher:Asim Farooq

E-mail address:2055904F@student.gla.ac.uk

Phone number:0784-819-0388Supervisor:Mrs. Victoria Sutherland

Supervisor E-mail:Victoria.Sutherland@glasgow.ac.uk

If there are any queries or concerns regarding the conduct of this research project, please contact thefollowing:

College of Social Sciences Ethics Officer:Dr. Valentina Bold

E-mail: Valentina.Bola@glasgow.ac.uk

mailto:2055904F@student.gla.ac.ukmailto:2055904F@student.gla.ac.ukmailto:2055904F@student.gla.ac.ukmailto:2055904F@student.gla.ac.uk