Methodology
Content Analysis
Since November of 2019 I have been researching North American media consumption patterns, spending habits, and mobile device use of the generations. In recent months I also started researching the growth of e-commerce and customer behaviour to better understand the generational gap in new media and digital marketing. Through analyzing this content I was able to grasp substantial background for my research.
Methodology
Survey
In the content analysis process of my research, I grew interested in hearing what individuals from each of the generations have to say. Early this year I created a Google Forms Survey and sent it out via social media and email. Responses were recorded anonymously. Overall this worked effectively in allowing me to get a glimpse of the opinions of individuals from various generations. The main limitation I encountered was not being able to get an equal amount of older generations to participate in the survey as I did with the younger generations.
Methodology
Critical Discourse Analysis
There is an abundance of studies in media consumption, spending habits, and mobile device use as pertaining to the generations in my research. However there seems to be a lack of studies specifically looking into the generational gap when it comes to marketing. When analyzing certain texts I used critical discourse analysis in order to further understand the meaning and reasoning behind the studies and their findings. This allowed me to get a better understanding of the social influence the generational gap has.