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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Demystifying Operational Definition And Levels Of Measurement, Arvind Diddi
Demystifying Operational Definition And Levels Of Measurement, Arvind Diddi
Proceedings of the New York State Communication Association
Teaching mass communication research methods at the undergraduate level attains an increased challenge because students at this stage seem to be more focused on skill-based courses in order to work in various media-related professions. Most of them have difficulty in comprehending that learning research methods is beneficial to them as it helps build their analytical and logical thinking. Among various aspects of research methods such as trying to figure out the link between theory and method, a constant struggle for beginners is to understand what is an operational definition and the levels of measurement. The key lies in demystifying research …
Pepsi-Cola's Number Fever Fiasco: How The Media Portrays The Actors Of A Crisis, Rick Pulos
Pepsi-Cola's Number Fever Fiasco: How The Media Portrays The Actors Of A Crisis, Rick Pulos
Proceedings of the New York State Communication Association
In 1992, Pepsi created a marketing ploy to increase interest in its products in the Philippines. The game was aptly called “Number Fever,” and participants had to look at the number printed underneath the cap of their soft drink bottle and listen to the announcement of the winning numbers on the radio and evening news. Filipinos “went crazy for Number Fever. Everyone was trying their luck. Winners were announced daily and suddenly Pepsi seemed to be everyone’s favorite drink” (Radeska, 2018, para. 3). The number “349” was announced for the jackpot and unfortunately thousands held the winning bottle cap. This …