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CHAPTER III RESEARCH METHODOLOGY
This chapter consists of seven subtopics. The first subtopic is the research method implemented to conduct the research. The second subtopic is the research
setting that refers to the place and time in which the research was conducted. The third presents the sources of data. The fourth is the instruments used to collect the
data. The fifth is the techniques used to gather the data. The sixth is the data analysis. The last part of this chapter is the procedures of the research.
A. Research Method
The research was qualitative research since it focused on understanding social phenomena from the perspective of the human participants in the study Ary, Jacobs
Razavieh, 2002. The intended social phenomenon was the soft drink advertisements that widely exist in society. The soft drink advertisements were
analyzed linguistically to understand the word formation used in the advertisements. The research was also considered content analysis. According to Fraenkel and
Wallen 2008, content analysis is “a technique that enables researchers to study human behavior in an indirect way through an analysis of their communications” p.
472. Here, the focus of the content analysis is indirect research. The researcher therefore took the data by analyzing and interpreting the recorded materials Ary,
Jacobs Razevieh, 2002. Further, Ary, Jacobs and Razevieh 2002 explain that the
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materials can be taken from public records, textbooks, letters, films, tapes, diaries, themes, reports and so on. In short, the materials used in a content analysis represent
the forms of human communication Leedy Omrod, 2005: 142. Regarding this study, the researcher observed the public records that were Coca-cola and Pepsi
advertisements published in the United States from 1950 until 2012.
B. Research Setting
The researcher conducted the research from December 2012 until April 2013. The research was conducted in Yogyakarta through a library study and indirect
research to collect the data. However, the research setting did not refer to the setting of the participants since it referred to the researcher’s domicile in conducting the
research.
C. Research Sources of Data
The sources of the data were Coca-cola and Pepsi advertisements that had been collected from various online sources through the search engine Google. The
researcher chose Coca-cola and Pepsi advertisements as the research sources of data since the two soft drink brands are widely recognized across nations. Moreover,
Coca-cola and Pepsi are the companies who have been dominating the soft drink industry and cola market Michman Mazze, 1998. Since the volumes of the
relevant data were abundant, the researcher needed the samplings of the data. It is similar to Krippendorff’s study that “to analyze a sample of texts in place of a larger
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situation of texts, the researcher needs a sampling plan to ensure that the textual units sampled do not bias the answers to the research question” Krippendorff, 2004: 113.
Thus, the researcher used the stratified samples. According to Krippendorff 2004: 113, “stratified samples represent all strata either in equal numbers”. It implied that
the samples taken were stratified according to a certain specific definition, for instance, the samples may be stratified by geographic area of publication or by
frequency of publication Krippendorff, 2004: 113. Since the advertisements were too large to be analyzed as a whole, the researcher stratified the advertisements based
on the geographic area of publication and the years of publication. The geographic area would be the United States of America since it is the country where Coca-cola
and Pepsi were first produced. Besides, the language of the advertisements would be analyzed linguistically in English. The years of publication were 1950 until 2012.
Further, since the range of the years was quite big, the researcher randomly selected one advertisement from each year. The advertisements were taken from various
online sources through the search engine Google.
D. Research Instruments
Kategori