Several Research Methods Are Used to Study Reference Groups and Opinion

question 72

Multiple Choice

Several research methods are used to study reference groups and opinion leadership.________ methods trace communication patterns among members of a group.These techniques allow researchers to systematically map out the interactions that take place among group members.

• A) Momentum
• B) Behavioural
• C) Sociometric
• D) Geodemographic

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Definitions:

Sender

In communication, the individual, group, or entity that initiates a message intended for a receiver, kicking off the communication process.

Receivers

In communication, receivers are the individuals or audience that interpret or decode the message sent by the sender.

Noise

In communication, external or internal factors that interfere with the reception of a message.

IMC Process

Integrated Marketing Communications; a strategic approach to ensure that all brand contacts received by a customer or prospect are relevant to that person and consistent over time.