Flemington, NJ, July 24, 2007 – Results from a national focus group among 301 Americans indicated that a strong majority (75%) would not consider Barry Bonds to be a hero in baseball even if he breaks Hank Aaron’s record of 755 home runs.
The communications research study was conducted by HCD Research using its mediacurves.com web site during July 23-24, to obtain Americans’ views on a commentary by Bob Schieffer on Face the Nation on Sunday. During his commentary, Schieffer expressed his opinions of Barry Bonds and his quest to break Hank Aaron’s home run record.
While watching Schieffer’s commentary, participants were asked to indicate their levels of agreement by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves.
Participants were also asked pre- and post-viewing questions. To view agreement curves and detailed results, go to: www.mediacurves.com
According to Glenn Kessler, managing partner, HCD Research, the results from the pre- and post-viewing questions were quite different from other studies the firm has conducted. “We typically see a shift of three to five percent with pre- and post viewing results. However, in this study, we have shifts of 18 and 19 percent, which may be due in part to Mr. Schieffer’s compelling presentation and reputation,” explained Kessler. “In addition, our automated response curves reached the highest agreement levels that we have ever experienced,” Kessler concluded.
Among the findings:
The mediacurves.com web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, managing partner, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (email@example.com).
HCD Research provides traditional and web-based marketing and communications research services. For additional information, access the company’s web site at www.hcdi.net or call 908-788-9393.