Entertainment Survey


Celebrity endorsers are considerably exertingits strength for goods that are having a high degree of social risks.Survey by Schwart and Susan (2002), polls reveal that, fashionclothing retailers, when they adopt celebrity spokesman, it cangenerate a greater reliability and more encouraging brand assessmentfrom consumers, particularly the young teenagers. Celebrities aretraditionally perceived as being a considerably dynamic people andthey influence consumers through their personal attributes includingexpertise, trustworthy, attractiveness, similarity and likeability(Kamis, 1990).

According to the study by NFO World Groupcompany, there exists a strong link between teenagers preference forbrands and advertising, if the teenagers like the star so is theadvertisement. The survey by NFO Youth also revealed that out of the500 teenagers of age between 15 and 19, they voted Nike as the topbrand represented by 21 percent of the group. Next was izzue.comby 10 percent and finally Adidas and Levis fell at the bottom of thelist with 8 percent. It is apparent that these brands are popularamong the teenagers because they are worn by world’s top starshence appealing to the teenagers. Japanese actor and pop star TakuyaKimura played a big role in the Levis advertisement whereas Bossiniwas one of the most disliked brands because of the spokesperson,Nicholus Tse. Conversely, among the fashion advertisement disliked,Baleno topped the list due to the fact that its spokesperson,Canto-pop star Andy Lau Tak was unpopular among the youths.Therefore, the results of survey play a big role in giving a generalimage of a sponsoring company as you get to tell how consumers viewyour products in the public domain. According to Keller (2008),endorsers can influence consumers perceived brand image as thepersonal identities of spokesperson are virtually connected with thebrand by consumers. Schwart (2002) statesthat attracting great attentions from the local public and develop adistinctive position and image in the market can be the expectedresults. Some of the past research has focused on how celebrityendorsement and the persuasive effects of endorsers would affectconsumers’ attitudes (Homer, 1985). Others have focused on how acorresponding endorsement could affect the endorsed brand (Till,1998). Endorser is powerful because of their personal attributes anda high degree of popularity can attract a wide range of awarenessfrom the audience (Kamins et al., 1990) and convey iconic visualvalues in those communications at the same time (O’Mahony et.al.,1998)

Political Survey

News Interest Index

Public`s Favourite – and Least Favourite -Campaign Journalists

According to the NewsInterest Index (2008), the public liked Campaign 2008 and followedelection news avidly. This survey was conducted on 1000 respondentsthrough phone calls by the Pew Research Center for the People &ampthe Press aimed at gauging the p public’s interest in and reactionto 2008 USA campaigns. The study revealed that, 82% say they will notmiss following election news, while only 17% say they will miss it.Among Democrats, only a quarter says they will miss the campaign.

Many Americans (23%) say they are saving anewspaper with headlines about Barrack Obama’s victory forposterity. Among African Americans, more than half (55%) say they aresaving a newspaper with election headlines. Democrats are much morelikely than Republicans to be saving a post-election newspaper (36%vs. 9%).

As expected, the election was the dominant newsstory last week, with 60% following news about the election veryclosely and 39% citing it as their top story of the week. Nearly aquarter of Americans (23%) followed news about the congressionalelections very closely, with 2% saying they followed it more closelythan other any other story.

In other election-related news last week, 39% paidvery close attention to plans for the new Obama administration, and12% listed this as their most closely followed news story. Democratswere much more interested than Republicans in news about thepresident-elect: 57% of Democrats vs. 24% of Republicans followedplans for the new administration very closely. In many cases, as faras political surveys are concerned, people tend to give opinion basedon their political inclination and geographical stronghold. As such,it is crucial to sample a bigger sample of respondents and evenlyacross the political divide for fairer poll results that might give arather reflective opinion of the people. America is highly populatedand there 1000 respondents might not give a reasonable reflection ofthe entire population.

General Survey

Public Remains Focused on Economy News

According to Pew’s PEJ, the public continued tokept close track of economic news. Fully 54% followed news about theeconomy very closely and another 31% followed fairly closely. Roughlythree-in-ten (29%) listed the economy as their most closely followednews story. On average, the media devoted 7% of its overall coverageto the economic crisis. The survey was done on a group of 1000individual adults.

Considering the fact that USA and Hong Kong aredensely populated, it is reasonable that for one to conduct a fairlyreflective survey, a larger sample of respondents must be selected.Looking at the polls by Schwart, Susan (2010), the choice of 500 isproduces a biased report for this figure does not reflective a fairconsensus for the whole population in Hong Kong. On the other hand,the sample size of 1000 to represent a huge American population, too,is not reflective enough. In this case in comparison with the HongKong polls vis avis the sample size, the Hong Kong polls are morecredible because the sample size is fairly proportional to the entirepopulation hence quite reflective of the public consensus.

Part 2 Application

Hip hop music of the west.


Hip hop music in the west has had a lot of funsand liking from many teenagers. Many of the teenagers have hip hophave a sharp attraction to particular stars based on their own tastesand preferences. In a survey conducted on 30 of my close friends ofages between 18-25years, over the Hip hop stars including Rick Ross,Drake and lil Wayne, it showed an apparent personal perception andaffiliation for particular individual friends. In the survey, survey,three questioned were asked and the response recorded on charts.

Question 1 How would you rate the career oflegendary Hip hop artist?

Best of all time 20 votes 66.6percent represented by 1stQtr of pie chart

Average: 8 votes 26.7percent2ndQtr

Poor: 2 votes 6.7 percent 3rdQtr

Pie chart results

Question 2: Among the following hip hop artists,who do you suggest is the coolest and most fashionable on the scalerate of 10, Drake, Rick Ross, and Lil Wayne?

Category 1 respondents of age 18-20

Category 2 respondents of age 21-22

Category 3 respondents of age 23-24

Category 4 OTHERS

Series 1 represents the rating of Rick Ross onscale 10

Series 2 rating of Lil Wayne

Series 3 rating of Drake

Question 3: What is your opinion of the choice ofcars Rick Ross uses in his videos?

Pretty Good series 1, Great series 2,Fantastic: series 3, Incredible n/a, The best of all times n/a

Category 1 ages 18-19

Category 2 ages 20-21

Category 3 ages 22-24.

The rating scale is out of 10

` According to Keller (2008), generally surveyswhich are conducted by experts and with no bias as far as the samplesize choice is concerned give a superficial of the whole populationconsensus on a particular matter in question. Aker(2003) in hisbusiness surveys agrees that endorsers can influence consumersperceived brand image as the personal identities of spokesperson arevirtually connected with the brand by consumers a statement which isechoed loudly by ,(Keller,2008). The choice of sample size and thekind of respondents should be such that bias is put at bay to achievemore reflective results that perhaps represents the public’sgeneral opinion as Thwart(2002) insists.

In most cases a certain group of people havepartisan opinion on their favourites hence choosing such a group onlyto assess the general opinion of the public might be misleadingespecially in political surveys. Therefore in such cases the pollsare hugely biased. Schwartz (2002) insists that for politicalsurveys, respondents should be picked across the whole geographicalcoverage and without any political inclination. This ensures allregions are represented to give a credible opinion over the issuewith minimal bias whatsoever.

In the three surveys above, the sample size usedof 30 respondents is not good enough to represent the largerpopulation of America as far as entertainment is concerned. Besides,the respondent’s age comprises the whole credibility of the pollssince the young teenagers are the only ones involved. According toSchwartz (2002),the young teenagers are highly attracted to stars andtend to like anything so limn as it is associated with theirfavourite stars. Therefore the polls are not credible enough torepresent the general population views on the hip hop industry in theUnited States.

Moreover the fact that all respondents areacquaintances of the surveyor, again the poll is compromisedreasoning from the point that the respondents have common things incommon, music preference being one of the factors. The demographictargeting used in selecting respondents is based on inferredinformation. Errors associated with inferred demographiccharacteristics can influence the sampling and weighting process,even if these inferred demographics are not used in the analysis,according Keller (2002)

The above polls can be used by a media group inestablish the tastes of its customers as far as entertainment isconcerned so as to offer the best to maintain the trust of thecustomers and to avoid losing them to other media companies. Hip hopstars are traditionally perceived as being a considerably dynamicpeople and they influence consumers through their personal attributesincluding expertise, trustworthy, attractiveness, similarity andlikeability (Kamis, 1990).


Keller, P. (2002). The businesssurvey and reflections of the general opinion consensus NewsNFO World Group Company. Link betweenteenagers preference for brand aand advertising

Pew’s PEJ. (2008. Thepublic remains focused on the Economy.

Schwart, S. (2002), Articleabstract entertainment survey in Hong Kong.

Question Search. Retrieved January 10, 2015 fromhttp://www.people-press.org/question-search/