er,1987,
1992)and the UK(Frith and Sengupta,1991;Frith and Wesson,1991;Katz and Lee,1992) have been investigated and compared with advertising from the United States. However,it should be noted that most of these studies used quantitative research
techniques,such as surveys,experiments or content analysis.A qualitative technique such as focus groups,while popular with the advertising industry,is rarely used by advertising academics in cross-cultural studies.This is despite the obvious advantages
of focus groups including that it allows for the collection of more detailed in-depth
responses and provides information that would otherwise be difficult or impossible to obtain through more structured methods of interviewing(Stewart and Shamdasani, 1990).The unstructured interviewing format allows researchers to be flexible with
regards to changing questions asked and aspects of the study design in response to information.The spontaneity and stimulation of the group situation motivates a large number of creative responses and is thus useful in generating new ideas.Also focus groups allow sensitive concepts to be exposed to a limited and pre-selected group of respondents in a tightly controlled environment(Morgan,1997).
According to Davies(2004),focus groups are a particularly useful method of data collection in Asia due to the strong oral tradition where the exchange of information by word of mouth is central to Asian cultures and the way business is done.Another
advantage of using the focus groups is that Asian people value their flexibility,and hence putting something down on paper often signals a commitment that can be
referred to later.To Asians,life changes quickly that it is a commitment that many do not want to make.Furthermore,the Asian countries are a myriad of societies with different cultural values and linguistic capabilities.Using focus groups would reduce
the difficulties of translating the questionnaires that often results in the changes in the “meaning”of questions(Davies,2004).
Of course,the disadvantage of focus groups includes that a focus groups contain only a small number of respondents,and so it is not possible to make generalisations on the
population as a whole,the problem of gathering a fairly representative group,finding a
sufficiently experienced moderator,problems if certain group members dominate discussion,and the discussion usually only covers the specific needs of the client thereby
ignoring external factors that may ultimately have an effect and uncertainty on how to analyse the discussion.Still,from an academic point of view,it would be hoped that more qualitative research could be utilised for cross-cultural advertising research. In this study,cross-cultural qualitative research was undertaken across five Asian
cities(Hong Kong,Shanghai,Jakarta,Bangkok and Mumbai)to discuss Asian consumers’ attitudes towards television commercials in their respective country/city.The study was
conducted in using focus groups.The findings,although not representative of the various
Asian cultures,provide some information about aspects of the different cultures.
Consumer attitudes towards advertising
As consumers continue to be exposed to an ever-increasing barrage of diverse
advertising message via various media,it is little wonder advertisers are having a
Identifying
likeableattributes
www.51lunwen.org39cult time getting advertisements to be heard.Advertising and its associat
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