Question

Topic: Research/Metrics

Consumer Attitude On Advertising

Posted by Anonymous on 10/16/2009 at 9:38 AM ET 125 Points
At my county, advertising is developing a new kind, Out-of-home TV at some public areas: supermarket, building, hospital, spa center,...Regarding my thesis, my chose supermarket to do the research about the consumer attitude on OOH TV.
What are the theories/literatures related to this research that i can rely on to do the research?
What is the methodology that i can use?
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RESPONSES

  • Posted by Levon on 10/16/2009 at 11:22 AM Accepted
    Are you referring to the Supermarket advertising display screens?
  • Posted on 10/16/2009 at 11:26 AM Author
    Yes, that is what i'm researching on.
  • Posted by Levon on 10/16/2009 at 11:31 AM Member
    You could look at this as a communication medium to see how this advertising method compares to traditional advertising. You could look at consumer awareness of the medium and whether or not shoppers pay attention to these screens and whether they have any impact on purchasing behavior. Look at the journal of marketing communications and retail marketing journals.
  • Posted by koen.h.pauwels on 10/16/2009 at 1:36 PM Member
    It all depends whether you want to go a more quantitative or more qualitative route. What are your initial points of interest and skills?
  • Posted on 10/17/2009 at 12:41 AM Author
    Could you help me on finding some relevant pages to find out those theories?
    I do both qualitative and quantitative method. At first, i make a focus group of 8 to 10 customers to find out some factors that impact on customer attitude, then i make the questionaire and release survey to more than 150 customers to statistic the result.
    Could you give me your ideas about this?
    Thank you in advance.
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