MARKETING RESEACH CASE EXERCISE
OREGON PUBLIC BROADCASTING

This Exercise Corresponds to the Video Oregon Public Broadcasting:
Evaluations of Communications

This video presents a lively discussion on reasons and reactions to programming on Oregon Public Broadcasting. In the video, participants of a focus group interview discuss many of their attitudes, motivations, and behaviors regarding programming on public broadcasting networks. While watching this video, prepare a brief report on the focus group interview. Specifically analyze the responses of the participants and use your analysis to draw some conclusions as to the outcome of the focus group interview.

Using what you learned from reading this chapter and viewing the video, develop your own focus group interview on the topic of why students chose to attend the university in which they ate enrolled. Questions may concern whey they selected their particular university, degree program, or major area of study. Select five to seven of your fellow classmates to serve as focus group participants. Choose a moderator or take this role yourself. Analyze the discussion and prepare a brief summary of your findings.