Research Method:

This study was planned to investigate the impact of Western and Indian cartoons programs on

children (A case of Multan District). Keeping in view the nature and requirement of the

study, survey research design was adapted to explore the impact of Cartoon on children. For

data collection purpose, questionnaire was adopted after reviewing the literature based on the

studies relating to cartoons impact on children. The questionnaire was comprised of closed

ended questions and questions with Likert scale items to measure the opinions and

perceptions of parents about influence of Indian and western cartoons programs on children.

4.1: Population

All the parents of school going children aged 5-12 years old were considered as population

nof this study.

4.2: Sampling Technique & Size

This research study involved a total of 250 parents having children aged between 5-12 years

and who are watching cartoons regularly. As this study was descriptive in nature that’s why

purposive and convenient sampling technique of non-probability was utilized while taking

the sample from the population of parents living in Multan district.

4.3: Inclusion Criteria:

I. Only those parents were selected as a sample for this research who were had children

of 5-12 years of age groups.

II. Parent of those children of above said age groups who regularly watch cartoon

program on the television.

4.4: Exclusion Criteria

I. Those parents who have no children of 5-12 years of age groups.

 II. Those who were not watching cartoons.

4.5: Ethical Consideration

When gathering, managing, and evaluating the data, this study adhered to Murphy and Ding's

ethical criteria, which emphasize preserving the rights, confidentiality, and autonomy of

participants while also avoiding any negative consequences for them (cited in Uwe Flick,

2009, p.37). Prior to the data collecting, the administration of the schools signed off on it

since it was too difficult to talk to each parent individually. As a result, they were asked to

assist in the process of gathering data from parents. Parents were questioned about their

willingness to participate in the study by filling out a pre-made questionnaire. Except for an

overview of the research, participants were not informed about the exact purpose of the

investigation. This might have influenced their replies in undesirable ways. During the whole

data collecting procedure, the researchers spoke with the participants in Urdu (Crowley,

2007). This made it easier to establish a connection with the attendees.

4.6: Data Collection Tools

The data was collected through a pre-constructed questionnaire based on multiple choices and

closed ended questions including demographic information, questions relating to favorite

cartoons of children and time spent while watching different cartoons of the choices of their

children. The questionnaire was translated in Urdu as well to quick and clear response from

parents.

4.7: Screening the Questionnaire in Pilot Study

It is important to keep two things in mind while coming up with survey questions: As a first

step, the questions should be framed in such a way as to allow for the proper transmission of

respondents' responses to the precise research questions being asked (Wimmer and

Dominick, 1983). A pilot study of 20 responses was also conducted to ensure the
questionnaire was accurate. Several changes were made to the final questionnaire as a result

of the pre-testing. As a result of these changes, sensitive and accurate answers may be

recorded more easily. The findings of pre-testing were used to make a number of

improvements that made the questionnaire more error-free and easier to interpret.

4.8: Data Analysis

After successfully data collection form the parent of children, all the filled questionnaires

were checked in case of incomplete responses. The questionnaires which were left

incomplete were excluded from the research study. In this way, from 250

respondents/parents, 239 questionnaires were responded completely without leaving any

questions unanswered. All the completed responses were coded into a coding sheet developed

in Excel file and after cleaning the errors from the file it was exported to SPSS Version 25 for

further analysis. The findings were generated in the forms of tables and graphs with

interpretation and hypotheses testing to answer the assumptions of the research. The data was

analyzed through frequency distribution, descriptive statistics and cross tabulation with

demographic variables to draw conclusions.