Homework #2 - IBM301 TH 6PM Merchants of Cool Homework#2 1...

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IBM301 TH 6PM 3/05/2009 Merchants of Cool: Homework #2 1. Apply the Role Market Research ethics to the following points a. Comment on the effectiveness of focus groups as applied to the video I doubt it is effective if they pay the individuals. By paying them or rewarding them, they tend to say things the focus group leader wants to hear rather then their own opinion. b. Comment on Cool Hunting as applied to focus groups It’s very difficult to find cool in a random focus group. If they were to employ all the jocks, dancers, musicians of all high schools within a given radius, then maybe you will have better luck hunting cool. c. How did market research affect MTV? Thrives to seek what is cool by implying “you tell us what cool is” technique. Gross $1billion in profit. d. What is “ethnography study” and how does MTV use it? Ethnographers are anthropologists who focus on looking at the impact of culture on people’s lives. Ethnography study is a detailed study of a group to describe its behavior, characteristics, cultural mores, etc. It is the scientific description of a specific human
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This note was uploaded on 10/21/2011 for the course IBM 301 taught by Professor Dixon during the Spring '07 term at Cal Poly Pomona.

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Homework #2 - IBM301 TH 6PM Merchants of Cool Homework#2 1...

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