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Fri 12 Jun, 2020 01:11 pm
I would like to conduct a research to compare the impact of social media communications of a brand and the traditional media communication of the same brand on the perception of consumers. In other words, I would like to know how consumers perceive a brand when this brand communicates online or when it communicates in magazines. I am a bit lost for the methodological part.
I think I need to do the experimental research design. However, I don't know exactly how to design it. Should it create like two mock up pictures for a fictitious brand and then ask the individuals to look at them and answer the questions related to value perception?
I would appreciate it if you could help me.
@Aldo2030,
Your research question needs some refinement; it’s quite crude as currently phrased. The utility of a communication channel typically depends on the
audience you’re trying to reach. You reach out to kids with Tic Toc and to truck drivers with radio.
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