Media Studies A Level

1. Market Research:
Analysis of Survey Results
TEODORA RADOVANOVIC
A2 MEDIA STUDIES

2. -
Introduction
For my primary research I have carried out an online survey
which targeted audiences in terms of their opinion and
taste of short films as a form of market research. As a
distribution method of my survey, I emailed my
questionnaire to an audience consisting of a variety of ages
in order to ensure that my answers would reflect valid and
useful feedback that will be of immense help to me when I
start filming and establishing my short film idea and thus
creating it.
Therefore, my aim for this task is to analyze the
information which I have collected in order to successfully
promote, distribute and exhibit my short film to my target
market.

3. -
Sample of questionnaire created using Survey Monkey
software, online.

4. -
As a basis for my market research, I wanted to
make sure that my sample consisted of the
most unbiased structure. In order to
accomplish this I made sure that the results
illustrated the public’s interest as accurate as
possible due to the sample being small,
consisting of only 36 people. Furthermore, the
fact that my sample consists of a group with
variety of ages helps to cancel out the possible
irregularity made by the minute size of the
sample which does not reflect a target
population.
However, the fact that my selection of people
all said that they enjoyed watching short films
illustrates a both positive and negative aspect
to my research. In positive terms I could get a
deeper insight into the qualitative data of my
participants, but there would be a lack of
diverse quantitative data that consequently
would not give me an input of another
perspective.

5. -
The notion of the amount of short films seen
by my candidates for question three
primarily focuses on a mostly chosen middle
value (of 10 out of 20) of the amounts given.
The fact that more than half of my
participants choosing this figure (60%) shows
that are averagely popular among the public.
This could be due to the fact that the real life
factors demonstrated in short films, highly
resonates with the majority.
This next question exhibits the low
marketing qualities of short films since
not even 50% were informed about an
upcoming short film.Therefore, a low
budget can be interpreted to be a factor
of the realization of a short film.The fact
that internet advertisements comprise
the highest figure of 40% show the rise of
popularity and high influence of the
internet in today's age of technology.

6. -
The fact that, the highest result is 40%
suggesting the length of 5 minutes
indicates that the shorter the films is the
more and intrigued the audience is to
watch further. Moreover, the directors thus
is able to capture the audience’s attention
more since a person’s concentration is the
highest for a short period of time as
opposed to a long period of time and thus
gets better feedback.
Preferring a linear narrative structure as
opposed to a non-linear narrative suggests that
the candidates consider a more continuous and
ordered regime of film more appealing.A non-
linear narrative structure, from their point of
view, can be interpreted as confusing especially
if the narrative is not executed properly.

7. -
The most popular genre shared by the half of the
candidates was drama. This can be interpreted by the
fact that a sense of realism is captured in the sequence
that mostly relates to the public’s everyday life. In
contrast, the genre of family did not receive any votes.
This is due to the fact that firstly not many short films
are based on this genre and secondly if a short film be
constituted from a fabricated family point of view, it
would not appeal to the public as much since it does not
imply a high level of realism. Genres of other emotional
purpose of: comedy, horror, romance…etc, gives of a
passive response and thus is shared by a same ratio of
10% of interest of the public.
The equal answer of the presence or
absence of dialogue in short films , shows
that the notion is of not great importance
in constituting a short film.The areas
that should be pinpointed are the
storyline, scenery and acting that makes
the piece brought to visualization for the
public.

8. -
In relation to the amount of characters ,the
large majority (60%) showed that the
middle value of 5 out of 10 is most
preferred.This could be due to the fact of
two reasons. Firstly, the majority could have
thought that the middle value is deemed
most appropriate as it is the average and
least biased answer. Furthermore, the
number offers a chance of multiple
characters being interpreted by the public
without being overwhelming to the
audience.
In regards to the viewing of a short film
festival, the candidates replied with a
positive (80%) or neutral (20%) manner
indicating that their interest for short
films large enough in order to be a base
of judgment for the works of short film
makers.

9. -
Evaluation
This survey has immensely aided me to perceive the necessary means
of the construction of my future project of a short film.
In relation to the feedback I have received, I have learnt that primarily
the base for short films is reasonably high and thus consequently the
level of judgment and criticism is of the same level.Therefore, when I
do construct my further project I will have a firm basis which can lead
me to perfect my work in the future.
Moreover, the fact that the essential lasting period for a short film, which I
have learnt, is around 5 minutes shows that I should concentrate on
making sure that my idea relates in a both comprehensive and
intriguing manner.
The notion that I have chosen a drama genre for my short film corresponds
to the candidates views.The premise of realism most poignantly
emphasized in this genre and that is why I chose it since it relates to the
public most vividly due to the fact that everyday notion are utilized in
dramas in order to make the subject of the film more relatable to the
public.