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Market Research Findings
- 1. Amy Walker Market ResearchFindings When I went out to collect my Gender findings, it didn’t occur to take 0% equal results from males and females. The following results may be slightly sexist but completely 40% unintentionally. This will affect my Male results as a whole and will not give Female even and accurate results as I’d 60% originally hoped. During the questionnaire, I tried to Age ask a variety of age groups in order 0% 0% to gain a mixed range of results. I asked the majority of those 10% between the age of 17 and 21 as I 12 to 16 wanted to see what people of my 10% 17 to 21 age enjoy in a newspapers 22-26 contents and how often they 20% 27-30 actually read one. 60% 31+ It is clear from this pie chart that How Often Do You Buy a the majority of people today don’t Newspaper? actually buy a newspaper. I feel this is due to the large impact of 0% the Internet and other technology 10% such as; tablets and smart TV’s and Never 10% phones. It is much easier to access 40% Daily a daily newspaper via a mobile 10% 2-3 times a week application and via the internet Everyday rather than to buy a hard copy. Weekly Only 30% of those who 30% participated buy newspapers daily.
- 2. Amy Walker Almost three quarters of my participants prefer to read a tabloid newspaper over a broadsheet. I feel What Newspaper Do You Prefer that this is due to the initial size of a to Read? broadsheet newspaper, especially The Times and The Guardian. Personally, I feel that it’s off putting if a newspaper is so large. The 30% articles within a broadsheet are a lot Tabloid more formal also, making them not Broadsheet appeal to those of the younger 70% generation. Tabloid newspapers are more entertaining which is why I feel that people prefer to read a Tabloid newspaper over a Broadsheet. Which of These Local Newspapers Do These results show that the people’s most favourable local newspaper is You Prefer to Read? the Metro. I will therefore take some inspiration from the Metro’s style and Salford Advertiser layout when designing my own. This 10% 20% also shows me that not a lot of people Metro like to read the Salford Advertiser and would rather read the content in the 30% Manchester Evening Manchester Evening News. It suggests News that my target audience prefer to 40% Neither read more interesting news in relation to Manchester as a whole, not just Salford. From the results shown, that it is a How Do You Access Your rather even spread of findings. The Newspaper? people who filled out my questionnaire access their 0% newspapers in a variety of way, which relates to, as previously mentioned 20% Newspapers 30% the increase of the Internet and other Internet/Online portable technologies. The vast Iphone/Android Apps majority of those access a newspaper 20% Radio via an actual hard copy or via Internet Other sources. 30%
- 3. Amy Walker The pie chart shows me that the How Much Will You Be Willing to people surveyed are willing to pay Pay For a Newspaper? around 40p for a newspaper. This is the average price of a newspaper however some local newspapers 10% 10% 20p are distributed free of charge. 10% 30p 20% 40p 50p 20% 60p 30% 70+ In recent years there has been an What Kind of Stories Would You increase in crimes due to the Like to See in a Local Newspaper? recession, this is backed up by this pie chart which shows that 30% of those who took part in my 10% questionnaire would like to hear 20% Sports about crime in their local area. I 10% feel that I can use this finding and Crime 0% Business take it into account for my newspaper articles. A further 30% Political of those would like to see articles School 30% 30% about business within their local Other area also. In addition, the further 10% of those in the ‘Other’ category would like to read and see information on celebrities, however I don’t think I will be putting this forward as part of my actual newspaper.