第五章 結論與建議
第三節 研究限制與後續研究建議
一、樣本代表性方面
本研究的受訪者人口抽樣，在前測時以中山大學企研所在職學 生為抽樣群體，正式測驗以飛利浦高雄廠員工為抽樣群體。雖然抽樣 方式兼顧男性、女性與有無子女受訪者，然卻無法驗證是否對一般閱 聽者的觀念具有代表性。此為本論文採用集體焦點法研究的限制，若 能增加數個不同類型的抽樣群體，應可得到更佳的一般閱聽者觀念代 表性。
二、問卷調查方面
成績並不是唯一影響的決定因素。但本論文所研究的廣告皆是現實生 活中存在於電視媒體的廣告，若能將實際各廣告產品的銷售情況加以 調查，則可以得到更好的驗證。然礙於企業的商業機密，各產品的銷 售資料並不容易取得，所以無法得到更佳完整的研究成果，實屬可惜。
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附錄一：
實際測驗問卷
1. 廣告中的產品具有性含意 2. 廣告中的產品讓人聯想到性 3. 廣告中的產品購買前我會多花時間考慮 4. 廣告中的產品買錯了對我有很大的影響 5. 廣告有讓人想入非非的感覺 6. 廣告中模特兒的裸露程度高 7. 廣告中模特兒的性挑逗程度高 8. 廣告的呈現方式優雅 9. 這是一支粗俗的廣告 10. 我喜歡這支廣告呈現的方式 11. 整體來說我喜歡這支廣告 12. 此廣告持續播放會影響我的道德觀念 13. 我覺得此廣告持續播放會影響未成年人的道德觀念 14. 此廣告會提高我的購買意願 15. 我會購買此項產品
同意 有點同意 有點不同意無意見 不同意