Flemington, NJ, November 12, 2009 – A new media study among 305 viewers of a news clip featuring a new book on how to “fix” Wall Street revealed that the overwhelming majority of viewers (93%) reported that businesses should take actions to benefit the public interest.
The study was conducted by HCD Research using its MediaCurves.com® website on November 12, to obtain viewers’ perceptions of a news clip featuring the new book “Hoodwinked” written by John Perkins. To view interest curves and detailed results go to: www.mediacurves.com.
The majority of viewers (77%) indicated that they were not aware of any companies that are currently taking actions to benefit the public interest. A similar number of viewers (78%) reported that they would be more likely to shop at a store if they knew that the business was taking actions to benefit the public interest. Half of the viewers (50%) indicated that American companies were more focused on short-term outcomes than businesses in other countries.
Among the findings:
Do you think businesses should take actions to benefit the public interest?
|
|
Total |
|
Yes |
93% |
|
No |
7% |
Are you aware of any companies directed towards benefiting the public interest?
|
|
Total |
|
Yes |
23% |
|
No |
77% |
If you were aware that a business was directed towards benefiting the public interest, how would this impact your shopping at their store?
|
|
Total |
|
I would be more likely to shop at their store |
78% |
|
I would be less likely to shop at their store |
7% |
|
I would be just as likely to shop at their store |
15% |
How do you think American businesses are oriented in comparison to businesses in other countries?
|
|
Total |
|
I think businesses in America are more focused more on short term outcomes than in other countries |
50% |
|
I think businesses in America are more focused more on long term outcomes than in other countries |
9% |
|
I think both businesses in America and in other countries are focused more on short term outcomes |
36% |
|
I think both businesses in America and in other countries are focused more on long term outcomes |
5% |
Do you think the current system primarily benefits a small group of already rich business CEOs?
|
|
Total |
|
Yes |
88% |
|
No |
12% |
While viewing the video, participants indicated their levels of agreement by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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