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

Video about fast food in reality

Which Category more prefer fast food

Percent who say they eat at a meal from a fast food restaurant at least weekly

Percent who say this is the most important or second most important reason

Fast food lives up to its name in a new study of people who frequently eat at fast-food restaurants.

According to this article is from the WebMD:

Here are their top reasons for eating fast-food meals, according to the percentages of people who agreed with each statement:

• 1.      They're quick: 92.3%
• 2.      They're easy to get to: 80.1%
• 3.      I like the taste of fast food: 69.2%
• 4.      They're inexpensive: 63.6%
• 5.      I'm too busy to cook: 53.2%
• 6.      It's a "treat" for myself: 50.1%
• 7.      I don't like to prepare foods myself: 44.3%
• 8.      My friends/family like them: 41.8%
• 9.      It is a way of socializing with friends and family: 33.1%
• 10 They have many nutritious foods to offer: 20.6%
• 11  They're fun and entertaining: 11.7%

What is Research?

In my opinion, research is process that refers to search for knowledge and tools to collect the data or information.

         In my other view, research also is that case the major contributions to knowledge tend to come from highly intelligent and committed investigators. Apart from that, Research can be defined as seeking through methodical process to add to one's own body of knowledge and at the same time hopefully to that of others, by the discovery of non-trivial facts and insights.

         However, 'research' is an activity which can be undertaken at any time in an individual's life when reasoned thinking is possible and it actually adds to existing knowledge rather than simply leading to an increase in an individual's understanding of previous work.

Problem statement of my research topic

Purpose of the study
For this research I decide to use a descriptive study because I interest to understand the variables that influence young customers nowadays more prefer fast food. Besides that I able to describe the negative effects when the person taking too much fast food.

Types of investigation

I use causal study or called as cause-and-effect relationships to conduct my research. This is because I want to explain the cause of one or more problems can affect some variable. For example: Does the fast food cause health problem?
Study setting

A non-contrived setting is the natural environment in which events normally occur. Field studies and field experiments are examples of non-contrived settings. Field research appeals to those who like fast food as their eating habit. A field experiment is research into a causal relationship set in the natural environment with some manipulation of the variables.
Unit of analysis

In this research I will more emphasize on individuals such as young customers in Kuching.
Time horizon

I decide to use one-shot or cross-sectional studies which data is gathered once, during a period of days, weeks or months. Many cross-sectional studies are exploratory or descriptive in purpose. This is because I designed to look at how things are now, without any sense of whether there is a history or trend.

About Me (Goh Eng Sen; 26357)

Hey, this is my blogger, I am going to brief introduction of myself. So, I have to say something about myself. First of all, my name is Goh Eng Sen was taking marketing course for 3 years. 

Apart from that, my matriculation number is 26357. I am Unimas student. I come from Faculty Economic and Business (FEB). I am a person who is positive about every aspect in my life.

Moreover, I choose Unimas as my study place because my high school teaches and friends has told me the advantages of Unimas and at the same time Unimas is one of the Government's University was located at Sarawak which is near my home town.

For me as a student, learning is important because we should try to achieve everything in life that we know where to start.