Results
Here we will discuss the results - for an explanation of the results found, please refer to the Discussion.
The raw data was collated, tabulated, and analysed using SPSS Version 14. A number of Chi Squared tests were used to examine the data with regard to the hypotheses, and other data, that were unrelated to the hypotheses.
Results Related to the Hypotheses
When questioned “Do you remember seeing this Pop-Up Advertisement?”, 92.9% of participants answered “Yes”. 88.9% of the inexperienced group and 97.1% of the experienced group answered “Yes” to this question (see Figure 6).
A chi-square test was used to investigate if there was a relationship between how the participant answered this question and how experienced they were online. In the results, 2 cells (50%) had expected count less than 5, thus Fisher's Exact Test was used. A high significance value (>0.05) of 0.197 was found, which indicates that there is no relationship between the two variables (the participant answer and their level of experience online).
Figure 6: Do you remember seeing this Pop-Up Advertisement?
When questioned “Do you remember what this Pop-Up was advertising?”, 85.7% of participants were unable to correctly identify the product being advertised, 80.6% of the inexperienced group and 85.7% of the experienced group answered “Yes” to this question (see Figure 7).
A chi-square test was used to investigate if there was a relationship between how the participant answered this question and how experienced they were online. In the results 1 cell (25%) had expected count less than 5, thus Fisher's Exact Test was used. A high significance value (>0.05) of 0.177 was found, which indicates that there is no relationship between the two variables (the participant answer and their level of experience online).
Figure 7: Do you remember what this Pop-Up was advertising?
When questioned “Do you remember anything about the Pop-Up that appeared?”, 44.3% of participants were able to correctly identify a textual or graphical element of the pop-up advertisement, this compromised of 47.2% of the inexperienced group and 41.2% of the experienced group (see Figure 8).
A chi-square test was used to investigate if their was a relationship between how the participant answered this question and how experienced they were online. In the results 0 cells had expected count less than 5, thus Pearson Chi-Square was used. There was a high significance value (>0.05) of 0.611, which indicates that there is no relationship between the two variables (the participant answer and their level of experience online).
Figure 8: Do you remember anything about the Pop-Up that appeared?
When questioned “Do you use Pop-Up blocking software? Or a web browser that blocks Pop-Ups?” 54.3% of participants answered “Yes”. 36.1% of the inexperienced group and 73.5% of the experienced group answered “Yes” to this question (see Figure 9).
A chi-square test was used to investigate if their was a relationship between how the participant answered this question and how experienced they were online. In the results 0 cells (0%) had expected count less than 5, thus Pearson Chi-Square was used. There was a low significance value (<0.05) of 0.002, which indicates that there is a relationship between the two variables (the participant answer and their level of experience online).
Figure 9: Do you use Pop-Up blocking software? Or a web browser that blocks Pop-Ups?
When questioned “Have your past experiences with Pop-Up Advertisements been positive?”, 8.8% of participants answered “Yes”. 8.6% of the inexperienced group and 9.1% of the experienced group answered “Yes” (see Figure 10).
A chi-square test was used to investigate if there was a relationship between how the participant answered this question and how experienced they were online. In the results 2 cells (50%) had expected count less than 5. Thus Fisher's Exact Test was used. There was a high significance value (>0.05) of 0.635, which indicates that there is no relationship between the two variables (the participant answer and their level of experience online).
Figure 10: Have your past experiences with Pop-Up Advertisements been positive?
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Additional Results
When asked “Are you familiar with Pop-Up Advertisements online?”, 95.7% of participants answered “Yes” (see Figure 11).
When asked “Do you think Pop-Ups are effective as advertising tools?” 32% of participants answered “Yes” (see Figure 11), 33% of the inexperienced group and 29% of the experienced group (see Figure 12). A chi-square test was used. There was a high significance value (>0.05) of 0.462, which indicates that there is no relationship between the two variables (the participant answer and their level of experience online).
When asked “Have you ever purchased a product after clicking on a Pop-Up Advertisement?”, 3% of participants answered “Yes” (see Figure 11), 5% of the inexperienced group and 0% of the experienced group (see Figure 12). A chi-square test was used. There was a high significance value (>0.05) of 0.261, which indicates that there is no relationship between the two variables (the participant answer and their level of experience online).
Figure 11: Familiarity, effectiveness and purchase?
Figure 12: Effective and purchase? Comparative between the two groups.
When asked “Have you ever visited a website after clicking on a Pop-Up Advertisement?”, 52% of participants answered “Yes” (see Figure 13), 38% of the inexperienced group and 67% of the experienced group (see Figure 14). A chi-square test was used. There was a low significance value (>0.05) of 0.016, which indicates that there is relationship between the two variables (the participant answer and their level of experience online).
When asked “Did you click on this Pop-Up on purpose?”, only 33% of this group answered “Yes” (See Figure 13), 21% of the inexperienced group and 39% of the experienced group that answered “Yes” to “Have you ever visited a website after clicking on a Pop-Up Advertisement?” (see Figure 14). A chi-square test was used. There was a high significance value (>0.05) of 0.228, which indicates that there is no relationship between the two variables (the participant answer and their level of experience online).
Figure 13: Visit and purpose?
Figure 14: Visit and purpose? Comparative between the two groups.
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