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Bjk Thesis Defense Presentationv2


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Thesis Defense Proposal (First 3 Chapters) presentation. Thesis document can be found here:

Chapters 4 & 5 and full defense will be posted in June. Contact me on twitter (@brianjking) or email for a download, can send PDF, PPT, or Apple Keynote (Native format)

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Bjk Thesis Defense Presentationv2

  1. 1. commercial media viewing habits: digital natives vs. digital immigrants Thesis Proposal Defense by: Brian J. King 16 April 2009 © 2009 - Brian J. King -
  2. 2. Contents Background & Context of Problem Problem Statement Study Objectives Hypothesis Significance of Study Literature Review Methodology Questions/Feedback © 2009 - Brian J. King -
  3. 3. Background/Context of The Problem Rapid technological growth + Technology immersion = Digital Divide © 2009 - Brian J. King -
  4. 4. Background/Context of Problem cont. Digital Immigrants & Digital Natives Altered commercial media and viewing habits Media Habits Viewing Habits © 2009 - Brian J. King -
  5. 5. Statement of Problem The problem of this study is to analyze the difference in media and viewing habits of Digital Natives versus Digital Immigrants. The study will include an analysis of viewing habits for Digital Natives (under 30 years of age) and Digital Immigrants (those 30 years of age or older) and how they respond to commercial television. Many options exist to consumers when viewing television and commercials; this study aims to assess the options that consumers have in media viewing mediums (Internet vs. traditional television broadcast) and specifically their viewing habits of commercials. © 2009 - Brian J. King -
  6. 6. Study Objectives Assess commercial viewing habits of DI & DN Assess how the media is consumed between DI & DN What tools/technologies are these groups using to circumvent commercial viewing? © 2009 - Brian J. King -
  7. 7. Hypothesis Digital Natives Digital Immigrants Traditional Television Show a trend of media media habits (DI consumption online. Accent) © 2009 - Brian J. King -
  8. 8. Significance of Study Conflicting research in this field; no absolute answer. Current research doesn’t assess data in a DI vs. DN analysis. Current research only shows consumer response to current systems and their coexistence with DVR technologies. © 2009 - Brian J. King -
  9. 9. Literature Review Market Research/Technology Use Reports Mintel Digital Natives/Digital Immigrants Educause, Prensky, Frand, etc. Advertising publications Advertising Age © 2009 - Brian J. King -
  10. 10. Methodology Researcher created survey instrument Likert-style scale to measure DI & DN and how they differ in their commercial media viewing habits Quantitative data © 2009 - Brian J. King -
  11. 11. Thank You & Questions/ Feedback © 2009 - Brian J. King -