The major aim of the focus group was to identify main areas of concern regarding the impact of the five Silver springs commercials to be broadcasted in the State of Ohio. Twelve residents of Greater Cincinnati participated in the two hour focus group. Four participants were males and eight were females. Their ages ranged from 16 to 60, and they represented an array of ethnic groups. The participants also had a varied educational background from high school diplomas to college advanced degrees. This cross section representation of the population allowed different opinions and perceptions by the various participants. The focus group interview took place on May 6, 1987 at the Cincinnati Technical College located in Central Parkway minutes from the downtown area. Participants were recruited by the Institute's staff in local shopping malls and other public places. Please note that the majority of the respondents heard of or visited Silver Springs.
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 Silver Springs Commercials Among Cincinnati, OH Residents: A Report of Focus Group Findings" (1987). Dick Pope Sr. Institute Publications. 69.