Survey on Response to Advertisement, 2007
https://doi.org/10.22687/KOSSDA-A1-2007-0091-V1.0
Principal Investigator(s)
Lee, Hyun Woo / Major of Advertising and Public Relations, Dong-Eui University
Abstract
This survey was undertaken among Korean and British college students to collect data for the comparative analysis of the effects of messages in advertisements. In order to measure the response of the respondents to the messages in advertisements the students were pre-exposed to three pieces of advertisements and were made to subsequently evaluate each of the advertisements. The principal contents of the survey include emotional attitude towards advertisement, credibility of advertisement, favorability towards advertisement, favorability towards advertised product, and intention of purchasing advertised product.
View allKeywords
advertising advertising effects effects of advertising consumer action comparative research
Subjects
Citation
- ID Number
- A1-2007-0091
- Title(KOR)
- 광고에 대한 반응 조사, 2007
- Title
- Survey on Response to Advertisement, 2007
- Project Title(KOR)
- The Uncertainty Avoidance and Communication effect of Ambiguous Advertising Text
- Principal Investigator(s)
- Lee, Hyun Woo / Major of Advertising and Public Relations, Dong-Eui University
- Fundings
- National Research Foundation of Korea
- Depositor(s)
- Lee, Hyun Woo / Major of Advertising and Public Relations, Dong-Eui University
- Date of Deposit
- 2010-08-23
- Distributor(s)
- Korea Social Science Data Archive (KOSSDA)
- Date of Version
- 2011-02-23
- Date of Distribution
- 2011-02-23
- Citation
- Lee, Hyun Woo. Survey on Response to Advertisement, 2007 [Dataset]. Korea Social Science Data Archive (KOSSDA) [Distributors], 2011-02-23, https://doi.org/10.22687/KOSSDA-A1-2007-0091-V1.0.
Methodology
- Date of Collection
- 2007-02-01 ~ 2007-03-31
- Countries
- Korea ; England
- Time Method
- one time cross-sectional study
- Unit of Analysis
- individual
- Universe
- Korean and British college students (freshman, sophomore) taking classes of marketing communication and journalism
- Data Type
- Survey data
- Mode of Data Collection
- self-administered
- Number of Cases
- 915 (valid)
Dataset Contents & Version
- Extent of Collection
- Questionnaire(pdf) ; Codebook(pdf) ; Data(sav)
- Language
- Questionnaire-Korean ; Codebook-Korean ; Data-Korean
- Version
- V1.0
- Date of Version
- 2011-02-23
- Date of Distribution
- 2011-02-23
Access
- Availability Status
- Member Access
| File Type | File Name | File Description | File Format | File Size | Download |
|---|---|---|---|---|---|
| Related Documents-Questionnaire(Korean) | kor_que_20070091.pdf | 설문지 (한글) | 89.37 kB | Download | |
| Related Documents-Codebook(Korean) | kor_codebook_20070091.pdf | 코드북 (한글) | 332.01 kB | Download |
Documents
Measured since the release date of the current version data.
If the data were released before May 11, 2017, it was measured since May 11, 2017.
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