Imagine that you are a marketing specialist at a media company. Over the past fe
ID: 390572 • Letter: I
Question
Imagine that you are a marketing specialist at a media company. Over the past few years, you have been researching how TV viewers use mobile phones and other devices while watching TV. You want to find out as much as you can about what other researchers, experts, and commentators say about trends in this area as you prepare a strategy brief for your executive team. Specifically, you want to know how TV viewers use mobile phones, tablets, and other mobile devices while watching sports events. You have collected a variety of information, and you want to evaluate the strength of these sources in terms of relevance and expertise for your research problem.
Select three sources of research that you would use in preparing a strategy for your team from the provided list.
Sources of Research:
White paper about TV
Article about Twitter
Scholarly journal article
A newspaper article
A blog post
A book
Wall Street Journal article
A Wikipedia post
Discuss in 525 to 700 words the pros and cons of each source, and include why the three selected sources of research are the best three to use to develop your strategy.
Ensure your discussion is written in a professional manner for your team.
Explanation / Answer
The objective of the study is to prepare a strategy for the executive team, by finding out what other researchers, experts and commentators say about the use of cell phones and other mobile devices while watching TV and specifically while watching sports events.
The sources of research that I have selected are,
• Scholarly journal article
• A bog post
• A Wikipedia post
Pros and cons of the mentioned sources:
White paper about TV
Pros:
There are no pros in using this source since it would talk about the TV and its usage except that to some extent it might suggest why using mobile phones and other devices is not good while watching TV.
Cons:
The source would not involve anything required around how people use mobile and other mobile devices while watching TV since white papers in marketing are to show how a particular gadget or device is superior to other and would not mention the positive points about using both devices simultaneously.
Also it will favour the television as more superior.
Article about Twitter
Pros:
As per me there are no pros in using this source.
Cons:
Since this would not involve anything related the use of mobile phones and other mobile devices while watching the TV.
A newspaper article
Pros:
There can be a news article which might focus on increasing or decreasing use of mobile phones and other mobile devices. It can also discuss about the incidents in trend.
Cons:
It might not take into account all age groups or locations or specifically sports events.
A blog post
Pros:
It will give what is trending. The best part is that there will be many comments from other viewers and readers as well. This might help us understand the views from people of various ages and various locations. Also, it will take into consideration the various reality shows and the need of using mobile phones to continue answering the questions and playing along. Also, the population that is involved into blogging might give perspectives such as online shopping or online voting for any competition that are being shown on the televisions.
Cons:
If the blog does not have many comments, the blog may be the writer’s views only.
Scholarly journal article
Pros:
These articles are written after making some surveys or focussed group discussions or taking feedback from various people. This will give an over encompassing view of the topic at hand. Also, the data is already validated using some facts. These journals, since are written by people doing research in the particular area, the sources of information are reliable.
Cons:
The surveys and questionnaire used for these kind of studies might not always be reliable since people might not be genuine in answering the questions.
A Wikipedia post
Pros:
The Wikipedia posts are validated for source, hence the data that is written on the same are validated. People can also raise their queries if the information is not reliable or can also keep on modifying the content. The other links that are also available can be helpful in reading other articles.
Cons:
If there is no data to support, it might not be very helpful.
A book
Pros:
If the book is written way back and is edited as well, it might give a view of both time periods.
Cons:
A book might not have the trendy information or the new information about the subject.
A wall street journal article
Pros:
There are no pros in using the source.
Cons:
The data obtained can be entirely different and might not be relevant as is needed by us.