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The research design will be based on qualitative methodology. We will be interviewing individuals who
are part of the advertising industry across Pakistan to get into the depth of our research. This will help in
accomplishing our goals and it will help in getting the relevant information regarding the problem.
Group members will be used to collect the data. Along with interviews, we will conduct surveys to find
out what the people of Pakistan think of the changes in the advertising industry.

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The study will be purely based on qualitative methodology so the individuals which are being affected by
the changes (people of Pakistan) and the people who have made those changes, will be the population.
Since the selected population is at a large scale, when considering the people being affected, we will
conduct surveys with some members of the youth (15-18 year old), the adults (19-40 year old) and the
elderly(41-65 year old), bear in mind that the members selected for the survey are randomly selected
for each group. And as for the individuals from the advertising companies, we will select four major
advertising companies which have had major influences on the people͛s mind.

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The instruments we are going to use are:

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The variables being measured here are openness in the advertisement, trend shifts and the effect it has
had on both the people and the advertising industry. nterviews will be the most reliable tool to be used
when collecting data from the advertising industries. Surveys would be made in a way as to find out the
exact effect the changes have had on the people and thus survey will the most reliable option.

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First we shall conduct surveys to find out the effects of the changes on the people͛s perception and
what they think about the changes and how they react to the changes and on the bases of the results
we will design our interview questions. These interview questions will also include questions regarding
what they think of the changes, how they reacted to the trend shifts.

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Our analysis is purely based on the results and findings our instruments and tools used to collect data
and thus our conclusion will be based on the opinions of the respondents.
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The research will be completely non-biased. The ethical code will be observed strictly so that the result
would be completely fair. No human rights or legal boundaries will be violated during the research. The
questions asked in both the survey and interview will be designed in such a way so that it will not offend
any religious, moral and ethical values. The identities of the participants shall not be disclosed as per the
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The research will be conducted in the time period of one month. We will divide the month into
four weeks, so that the research could be conducted in a systematic way, each week we will cover a
particular task. n the first week, we will decide how to select members of each age group on which the
survey is to be conduct on and also select the four advertising companies which are to be interviewed n
the second week we will prepare a survey which will be distributed to the selected sample and on the
bases of the findings we will design our interview questions. n the third week we will conduct the
interview from the selected industries and use all the data collect from both survey and interview to
come to a conclusion. And lastly, the fourth week will be used to finalize the report, do all the paper
work.