FEEDBACK TOWARDS PTA (Final Year Project) POSTER PRESENTATION

During the PTA poster presentation, I can learn a lot of things especially the framework and methods to collect data. Most of the seniors use questionnaire, population and sampling to collect and get the data from respondents. Apart from that, senior say that framework is importance part because we must look at framework to do the hypothesis part. Framework can show to us to know which categories are independent and dependent variables.  

My PTA(final year project) Topic

       The topic that I would choose for my PTA is "Young customers’ perception and attitude towards fast food nowadays.” Young customers would like to adopt western styles of food consumption which includes burgers, pizzas and fried chicken as offered by McDonalds, KFC and Pizza Hut.

       So, I am going to conduct my PTA topic through survey research, postal questionnaire, observation, data collection, visual communication and others to get more information or data about whether fast food can affect young customers' eating habit. Besides that, I found that nowadays young people were getting fat and faced heart disease, diabetes, obesity and disorders which include dyslexia and attention deficit.

       Fast foods and junk foods are high in fat, sodium and sugar, which can lead to obesity and a range of attendant health problems. This type of consumption of western style fast food is also popular among students and office workers. There is obviously a relationship between the consumption of food and the state of obesity. Obesity is “the condition of someone who is overweight as a result of the accumulation of excess fat in the body.”

       On the other hand, I also decide to conduct research on the reasons customers more emphasize on fast food rather than healthy food. This is because most of the young customers assume that it is quick, easy to get to, inexpensive which mean that most of young customers afford to buy it. Therefore, some young customers do not know which foods are considered as healthy food. 

Ethnography study

Ethnography is the study and systematic recording of human cultures and the term ethnography usually match with any qualitative research project. This is because by using the ethnography research could provide a detailed about everyday life and practice. Therefore, ethnography developed within the cultural anthropology and ethnography is research conducted which more emphasize on the context of real-world consumer experience. For example, ethnographic research is shaped by personal and professional identities that involve individual experiences in this field. 

Ethnography creates to better understand the customer by determines the internal and external factors that influence behavior of customer. Furthermore, ethnography can be conducted at any time to reach consumers. Ethnography is considered as a qualitative method because it can evaluate consumer’s experience, brands, products and environments.

Benefits and challenges of the Ethnography

Advantages	Challenges
Evaluates consumer behavior in detail and to understand the customers in-depth. To conduct open research to lead questions became clear and specific. Provides relevant information regarding the whole product usage and purchase cycle.  Able to capture real responses as they will happen later on.	It takes longer time to build trust between the customers.     It is very expensive or costly because the researcher needs to travel to different location to collect the data or relevant information.    Bias behavior might occurs between the researcher could affect the data collection.

Inductive or deductive type of research

        Based on my understanding, deductive or called a "top-down" approach is most appropriate research approach for my PTA topic. This is because deductive approach works from the more general to the more specific, for example I want to know the main reason that young customers would more prefer on fast food in their eating habits. In this situation, I would like to know more specifically about the effects when consumed too much fast food.     

        Deductive approach has gone through theory, hypothesis, observation and confirmation. Apart from that, by using the deductive research I think I can starts with a model to forms a hypothesis in order to gather data or information to test the hypothesis whether accept the hypothesis or reject it. Therefore, deductive approach often linked to datasets, surveys or quantitative analysis to access the conclusions and recommendations. 

How to narrow down the research topic

In the first stage, I will focus or pay attention on young customers’ eating habit toward fast food. The age of young customers that I targeted is from 18 until 30 years old. After choosing young customers as my target, I also will narrow the fast food places at Mac Donald and KFC (Kentucky Fried Chicken) in Kuching. Therefore, I decide to describe the effect on consumed too much fast food to my target audiences. The main reason I explain these effects to young customers because in my understanding and observation, there are a lot of young customers were getting fat and facing some diseases nowadays, especially obesity. I am interesting to know the reasons “why” young customer more prefers fast food than other food.  

What are the differences between Fact & Theory

   

                                Facts                             Theory of Emotion Wheel

Fact is something that is proven correct and true. Fact is that actually exists, reality and truth. Besides that, facts are a truth known by actual experience or observation. Facts are what one can readily observe and it can pertain to any real phenomenon. It is considered a fact because it will remain as true even after several.

On the contrary, theories are used to the explanations to what has been observed. Theories are vague truths or unclear facts. Apart from that, facts are really the real deal while theories are still unclear although presumed to be true or correct. For example, behavioral psychologists have classified emotions in numerous different theories. One example of such a theory is Robert Plutchik’s emotion wheel.

                      

Fast Food Effects on Obesity