JMC 3333 Frequently Asked Questions on the Team Project

Q: How many methods do I need to use in the project?

A: It's up to your team's decision. My recommendation is not more than 2 methods so that you can master the methods well. If you choose to use two methods, use one quantitative method and one qualitative method to obtain different information.

Q: Must I use probability sampling?

A: Not necessarily. You can choose the most appropriate sampling method. If you cannot use probability sampling, justify why you cannot use it. There are many situations that probability sampling is not feasible (refer to your textbook and notes for justification).

Q: Where can I find examples of the research project reports?

A: They are on reserve in the Herbert Priestley Resource Center (the Journalism library) located at the second floor of Copeland Hall. Tell the librarian that you want to get readings for JMC3333.

Q: Can I use college students as our project's sample?

A: You can use them as sample as long as you provide a good justification for their use, not simply convenience.

Q. Can we be the participants in our focus group interviews?

A: You could not be the participants but one of you can act as the moderator.

Q. Should we only collection information from women since they are the largest market for Hallmark?

A: Your task is to increase market share and you are not limited to women to increase the market share. But you should focus on how to increase the brand insistence of consumers through out your research.

Q. Can we conduct an online survey?

A: Unless you have an appropriate e-mail list, it is not recommended that you conduct online survey because you cannot reach the people to answer the survey.

Q. Does the geographical emphasis mean in terms of the regional U.S. or like the kinds of stores within each city?

A: The geographical emphasis means the market regions (used commonly by syndicated such as SMRB and MRI) in the whole nation. For example, the south may be a more important market than the north because of the higher number of consumers of greeting cards.

Q. Does brand consciousness mean they (consumers) are simply aware of the brand or they care about the product? Does it have to do with indifference?

A: Brand consciousness is neither brand awareness (aware of the brand) nor product involvement (care about the product). It has a lot to do with how indifferent is a person use another brand to substitute for the product category.

Q. Do we make up our own psychographic classifications or use a given set such as something from the text or the VALS2?

A: You can choose both or either one of them. You can either base on the textbook or identify the values, personality, life-style that you feel are important in predicting the greeting card purchase behavior of consumers.

1. Will another class like campaigns use the information in the situation analysis report that we turned in?

A: Yes, the best three report will be given to the campaigns class for their reference in preparing the AAF Student Advertising Competition.

1. How to cite the information provided in the assignment packet?

1. Please cite it as American Advertising Federation (1997). Hallmark Cards, Inc. 1998 Case Study.

1. Do we need to include the questionnaires in the report?

1. Include them in the appendix.

1. Do we need to mention every question in the questionnaire in the report?

1. No. You should organize the information you have collected as put it under appropriate section.

1. In the "analysis of current users" section, should we include the target research group or other groups?

1. You should divide current users into two types. One is brand user (Hallmark users) in which your primary research will find out their characteristics. One is the category users in which your primary research and secondary research should provide such information. That can include your sample and the general population.

1. Is six men and four women an acceptable ratio in a focus group?

A. If you want a good mix of men and women in a focus group, they should be in the same proportion. However, 6:4 is not bad at all and is generally acceptable.