Jon Stewart, Steven Colbert, and Coca-Cola

| No Comments

Last week I participated in a study that was emailed to me from the UMN SJMC Research Participation System. This survey took place in two parts. I took the first part of the survey and then in a week or so later I was emailed the second part of the survey to complete.

The first part of the survey was focused on the participant's different relationship with brands. I was asked how close my relationship was with the brand and how loyal I was with different brands. The brands that stuck out to me were the brands Coca Cola and Pepsi. I chose that I had a very close relationship with Coke and a very distant relationship with Pepsi.
The first part of the survey continued by asking about the participant's political views, mainly whether I identified as a liberal or conservative, or if I was more likely to vote democratic or republican. Also, in the light of the election, this survey used the Semantic Differential Scale to list different characteristics/ qualities for both Mitt Romney and Barrack Obama for the participant to express their opinions about each candidate. Being very liberal, I tended to favor Obama on the semantic differential scale.

After a week or so I had to take the second part of the survey. This survey began with a video of Steven Colbert and Jon Stewart making fun of super pacs. After watching the video the participant was asked a number of questions regarding their opinions toward super pac. For me this part was a little confusing since this is the first time I had heard of super pacs. I knew they had to be bad if Jon Stewart and Steven Colbert were making fun of it, but I was still unsure to what they were and why they were bad. After the survey I had to google it to understand what they were. It would have been helpful if the survey had also explained what a super pac was instead of using the video for the participants to infer the meaning of a super pac. By having the survey taken online, it enables the researcher to include good visuals and videos. This was a helpful way of keeping the participants interests.

As the survey continued it provided an article on Coca Colas views showing that Coke is a very conservative company. It also had me pick which brand I was most loyal to again and then pick which brands ideals and values I related with more closely. I unfortunately had to say that my political views are close to Pepsi and very distant with Coke. It was interesting participating in this survey since while I was providing the researcher with useful information, I also learned things that I did not know before as well.

During the second part of the survey, I was also asked many of my viewpoints again such as my political views and the semantic differential scale of both Romney and Obama. This was a way to check the participant reliability. They wanted to make sure that I had not changed my views in the week between the different part of the surveys.

Leave a comment

About this Entry

This page contains a single entry by nyber113 published on October 29, 2012 5:48 PM.

Women's Perception of Gynecological Diseases- Participant Study was the previous entry in this blog.

U.S. Distrust in Media is the next entry in this blog.

Find recent content on the main index or look in the archives to find all content.