The document summarizes research conducted by E&Y on sources of entertainment in India and the US, which found that television and the internet were the most dominant sources of entertainment in both countries, being cited by 57-58% of respondents in India and 30-32% in the US. The research involved online surveys of over 500 respondents aged 18-54 in India and the US, with the methodology noting margins of error and that secondary research also involved over 4,800 people aged 25-64 across 22 countries.

1. NCRD’s Sterling Institute of Management Studies
RM
assignment
on
MAGZINE ARTICLE
Present by
DEEPAK R GORAD

2. Methodology
PRIMARY RESEARCH
• This study was conducted by international research firm, E &Y , a MARKET RESEARCH FIRM.
• Surveys were conducted online from March 8, 20101through March 10, 2012 using
the field services of Authentic Response.
• 552 respondents in the INDIA ages 18-5
• 515 respondents in the INDIA ages 18-54
• Margin of error is +3.3% in total and +4.3% for each country in 95 out of 100 cases
SECONDARY RESEARCH FOR PRE-TESTIENG
• 4,875 people in 22 countries of which 1,800 in Europe
• Ages 25 to 64
• College-educated
• In top 25% of household income per age group in each country
• Report significant media consumption and engagement in business news and public policy
• U.S.: 500 Informed Publics (100 ages 25-34 and 400 ages 35-64)

3. TV and Internet the Most Dominant
Entertainment Sources in the INDIA
and US
100%
INDIA US
90%
All other mentions less than 10%
80%
70%
60% 57% 58%
50%
40%
30% 32% 28%
30%
20% 17% 17% 17% 14% 14% 12% 11%
10% 6% 5%
0%
TV/Television Internet/Web Radio Music/CDs Cinema/Theater Movies/Film DVD
Sources of Entertainment
Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the INDIA

4. Internet surges but TV most frequent
“source of entertainment”
Sources of Entertainment – US (ages 18-34)
2011 2010
Up 15%
59%
54%
42%
27% 29% 29%
20% 20% 19%
8% 9% 9% 10%
5%
Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the INDIA

5. PART-B
1. As business magazine they should
provide background of research.
2. Provide historical background.
3. Specify segmented factors.
4. Socialize media.
5. Check Authenticity & reliability of
research .
6. Provide references, bibliography,
interview question.