COMM 1313 Lecture Notes - Lecture 13: Antithesis, Likert Scale, John Zogby
30 Sep 2016
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Document Summary
Demographic data- information on selected population characteristics used by the government, market researchers, and speech writers. Exit poll- questions asked following an election to measure election results in terms of demographic characteristics. Psychographics- data that measures attitudes, beliefs, behaviors, and motivations. Medium- the channel through which the message travels. Innovators- people involved in change, who have high self-esteem and plenty of resources. Thinkers- mature, responsible, well educated professionals who are motivated by ideals. Believers- people motivated by ideals but do not have a significant amount of resources. Achievers- people motivated by success, politically conservative and work-oriented, they value the familiar. Strivers- people who are low in resources but motivated by achievement. Experiencers- people motivated by image, who have the capability to express and improve it. Makers- a low resource group that values self-sufficiency and the familiar. Survivors- lowest income bracket and oldest age of any vals bracket.
