The major aim of the focus group was to identify main areas of concern regarding viewers opinions and perceptions of the five proposed Silver Springs commercials to be broadcasted in the State of Ohio. Twelve out-of-state tourists participated in the two hour focus group. six participants were males and six were females. Their ages ranged from 25 to 70, and they represented an array of ethnic groups. The participants also had a varied educational background from high school diplomas to college graduate degrees. This cross section representation of the population allowed different opinions and perceptions by the various participants. The focus group interview took place on 5/22/87 at the Quality Inn hotel located on 7600 International Drive in Orlando. Participants were recruited by the hotel's public relations staff. The participants reside in the following states: Maine, South Carolina, Illinois, and Ohio.
Silver Springs Management
The Dick Pope Sr. Institute for Tourism Studies
Rosen College of Hospitality Management
Silver Springs, FL
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Number of Pages
Milman, Ady, "The Image and Perception of the New Silver Springs Commercials Among Central Florida Tourists" (1987). Dick Pope Sr. Institute Publications. 68.