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Snatching Defeat From The Jaws Of Victory: The Curious Case [Study] Of California’S Proposition 37, Dave Brundage
Snatching Defeat From The Jaws Of Victory: The Curious Case [Study] Of California’S Proposition 37, Dave Brundage
Masters Theses
In 2012, California became the first state to qualify a ballot measure for public vote on the topic of genetically modified food labeling. Proposition 37, The California Right to Know Genetically Engineered Food Act, enjoyed overwhelming support leading up to the November elections. However, an 11th hour surge by the opposition led to its defeat. This case study examines the media messages deployed by the pro and antilabeling groups in an effort to understand how each side attempted to curry favor to their cause. Content analysis was performed on 27 television, radio, and internet advertisements broadcast during the campaign. Focused …
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Masters Theses
Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …