Primary Research

1. Primary Research (Survey
Monkey)
Name: Dan Sgarbini
Candidate Number: 2005
Centre Name: St. Andrew’s Catholic School
Centre Number: 64135

2. Brief
• During the conduction of my primary market research, it is my duty to
gage the audience and build a ‘personal relationship’ (Katz) with each
individual. I have therefore decided to assemble the views and
perspectives of my target audience through a questionnaire. This was
shepherded through Survey Monkey as it offered a professional and
extravagant method of collecting reliable feedback.
• The following slides will depict the results that my questionnaire has
received and are presented based on the theories of Katz, Maslow and
Hartley’s 7 Subjectivities.

3. Question 1
Based upon these results it is evident to see that both genders entice themselves within the genre of
soap opera. These results are therefore directly accurate with a wide spread of the opinions from both
genders which portrays a wide range of views upon this genre. Although the stereotypical reader for
soap opera falls under the category of the female gender it appears that the male gender is within the
slight majority however both genders appear to be active within the questionnaire altering its
reliability.

4. Question 2
My second question was put into place in order to establish the mean age range of my prime
target audience which will allow me to view the stereotypical readership of soap opera. Based
upon these results it is clear to see that 65% of those who participated within my primary market
research are between the ages of 13-18. This directly portrays that family orientation within soap
opera due to the fast that many viewers are stereotypically of the age from 30 upwards however
within my survey their children/grandchildren have inherited a passion for soap.

5. Question 3
Within this enquiry it is evident that the majority of my target audience are blind to the genre of soap,
due to this astonishing result I will ensure that my soap opera trailer/magazine is of a supreme class to
the traditional soap opera brand sin order to regain an interest within the genre. In order to apply this I
will create tension, professionalism and class within my soap ancillary products and will therefore build a
‘personal relationship’ (Katz) with my target audience.

6. Question 4
Based upon this research I have exploited the preferences of my target audience in which many
categories were selected as the preference of an individual. Prior to crafting this enquiry my
expectations were parallel to these result due to the fact that the preference of an individual
consumer often varies as displayed from these results. Although the sub genres of thriller and
murders appear most common in opposition to the least popular genre of romance all of these
genres appear close in numbers and preference and I will explore many of these factors within my
soap opera poster, magazine and trailer.

7. Question 5
Within my fifth question I granted my target audience with a freedom of speech as they were able to
state their opinions as to why they take an interest to specific genres. As portrayed from these results
there is a variety of opinions however I have gathered this information in order to apply these effects
upon my target audience.

8. Question 6
As I will be crafting my own soap opera and trailer, it was my duty to ask my audience on their
preferred soap opera, this will guide me to follow the structure of each soap opera. Based upon these
results it is evident that of the four, EastEnders is the most preferred soap opera amongst my target
audience and I will therefore follow various themes that this soap opera offer to their audience.

9. Question 7
Gender (Hartley’s 7 Subjectivities) is a common theme within soap opera and has been a controversial
subject over the past 30 years, I have therefore asked my target audience on their opinions upon gender
within soap due to the fact that I will be implementing a strong female figure within my soap trailer.
Based upon these results the representation of women is seen as a vital aspect within soap based upon
the situation and plot, within my soap opera I will portray a dominant female within a domestic situation
as it will relate to various situations in the current world.

10. Question 8
Another single text box question that I have implemented is whether my target audience can relate
to soap opera stories, based upon these results, the majority of the participants are unable to
relate to these stories due to the fact that 65% of the respondents were of the age of 13-18 in
which they have little life experience. Within my soap opera I will implement various forms of
music, shots and angles which will create tension with my storyline.

11. Question 9
Although similar to question 4 this question directly relates to my own soap opera, based upon this
research I will include domestic issues, thriller and many of these themes within my introductory
trailer. This will allow me to meet the needs of all of my target audience as these results appeared to
be close in preference.

12. Question 10
My final question indicates the classes of each character and will determine the status of my
viewers, it is clear that both urban ghetto and working class are the two key themes and will
feature within my trailer. I am still unsure of this decision however in future we will make a choice
from both of these themes in order to entice my target audience.