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3.2 An implementation of Research method Combination of qualitative and quantitative research method was chosen for collecting information wider: quantitative online method helped to cover a large number of participants (about 730) and prove the hypothesis with the addi- tional information above collected literature. Qualitative data showed results of success from video advertising according to formula as well as compare data from YouTube and questionnaire data collection. The first step was to create a survey with questions based on literature review. Each of question has a background from previous studies and it helped to provide useful information. Next step was to collect data from the question- naire and combine it with YouTube analytics. Also, the data from YouTube was implemented into the formula from the literature review (see 2.8.4 En- gagement). Final part was to analyze the research and collected data for mak- ing a conclusion based on decisive result. 3.3 Quantitative online method An empirical study was conducted to collect the primary data using a ques- tionnaire as a tool in order to test the hypothesis. The questionnaire was made on platform questback.com as it provides useful tools and appropriate imple- mentation of questions. The type of questions is Likert scale survey. Before posting final version and spreading links / sending e-mails the survey was proven by coordinator Ruey Komulainen, as well as a responsible teacher for 56PDF Image | YouTube as an advertising platform
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