Inordertocollectdataontheeffectivenessofpersonalizedandtraditional

advertisements,theresearchercreatedaquestionnaire.Thequestionnairewascreatedasa
GoogleFormandwasavailabletocompleteforthefirsttwoweeksofApril2016.The
hypothesiswasthatmorepeoplewouldpreferandbemorelikelytopurchasefromthe
companieswiththepersonalizedadvertisementsthanthetraditionaladvertisements.Intotal,the
questionnairereceived139responses,106femalesand33males.Thequestionnairewassentto
collegemarketingstudents,teachersfromschoolsinHowardCounty,familymembers,and
variouscommunitymembers.34.5%ofrespondentswere42andolder,25.9%were1825,
22.3%were3441,and17.3%were2633.Atthebeginningofthequestionnaire,consumers
wereaskedquestionsabouttheirpurchasinghabitssuchashowlikelytheyweretoshoponline
andiftheycouldrememberthelastadvertisementthattheyhadseen.Then,consumerswere
askedtoselectwhichpersonalityleader/gamechanger,laidback/liveforthemoment,
inventor/dreamer,orlover/hopelessromantictheyidentifiedmostwith.Eachconsumerwas
thenshownanadvertisementbasedoffoftheanswerthattheyhadselectedandageneral
advertisementshowntoallconsumerswhotookthesurvey.Followingthis,consumerswere
questionedonwhichadvertisementtheylikedbetter,whichrelatedmoretothem,andwhich
companytheywouldbemorelikelytopurchasefrom.Thisprocessrepeatedasconsumerswere
thenshownadifferentpairofadvertisementsandaskedtoanalyzethose.Theresearcherchoseto
useaquestionnairetocollectdatasothatalargenumberofconsumerscouldbesurveyed,
makingtheresultsmorereliableandeasiertodrawconclusionsfrom.Thequestionsforthe
questionnairewerechosenbecausetheydirectlyconnectedtotheeffectivenessofpersonalized
andtraditionalmarketing.Inaddition,manyoftheanswersfromthepurchasinghabitssection

couldbeusedtoexplainwhyconsumerschoseoneadvertisementoveranother.Inotherwords,
thequestionssupportedeachothertoshowrelationshipsbetweenanswers.Tosummarize,the
researcherchoseaquestionnairetocollectdatabecauseitcouldsurveyawiderangeofpeople
anddirectlyshowwhetherconsumerspreferredpersonalizedadvertisementsortraditional
advertisements.