Att ha med ICA Gruppen som ett exempelföretag har underlättat för studien vid intervjuerna, det har bidragit till att respondenterna har haft ett företag att relatera sina svar till. Detta har i sin tur bidragit till en djupare förståelse, men om studien hade använt sig av flera företag som exempel skulle det möjligen lett till att respondenterna svarat annorlunda. ICA Gruppen ansågs, av respondenterna, ha ett svagt
arbetsgivarvarumärke. Genom att kombinera ICA Gruppen med andra exempelföretag som uppfattas ha ett starkare arbetsgivarvarumärke hade möjligen andra aspekter gällande marknadskommunikationens påverkan lyfts under intervjuerna.
Studiens respondenter var alla universitetsstudenter och nära sin examen. Ett annat urval skulle förmodligen medfört andra svar då respondenternas livssituation hade sett
annorlunda ut, haft andra värderingar och tidigare erfarenheter hade associerats
annorlunda. Respondenterna i denna studie är studenter och har inte samma erfarenhet som personer som har varit i arbetslivet en längre tid, kanske hade dessa personer gett andra svar under intervjuerna.
Källförteckning
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