A Comparison of Traditional and Non-Traditional Media Based on the Viewer Response Profile
Andreas W. Stratemeyer, Associate Professor of Marketing, California State University-Fresno, and Lance Christensen, CSB Honors Student, California State University-Fresno
Consumers typically are exposed to thousands of ads each day. Arguably, ads have become such a ubiquitous part of modern life that consumers may see them without noticing them. Ad pervasiveness has led many consumers to ignore or avoid ads altogether.
Semantic Differential Scales: Deal or No Deal?
Michael R. Hyman, Stan Fulton Chair of Marketing, NMSU and Jeremy J. Sierra, Assistant Professor of Marketing, Texas State University-San Marcos
(Note: In April, John Wiley & Sons, Inc. published Mike and Jeremy’s Marketing Research Kit for Dummies. It is available in paperback [ISBN: 978-0-470-52068-0] and Kindle [ASIM:B003CNQ4LG] versions. The following text is based on Chapter 8 of that book.)
A popular scale for questionnaires is the Semantic Differential (SD) scale. SD scales contain a series of bi-polar rating items; bi-polar adjectives anchor the endpoints for each item.
Complete Article: Semantic Differential Scales: Deal or No Deal?
Christopher A. Erickson and James Libbin
Complete Article: Talking Points