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Module – Market Research in Media Arts and Entertainment


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Cinema and Industry Alliance for Knowledge and Learning II Module – Market Research in Media Arts and Entertainment. Co-financed by the European Commission.

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Module – Market Research in Media Arts and Entertainment

  1. 1. MARKET RESEARCH IN MEDIA ARTS AND ENTERTAINMENT Module: Market Research Lecturer: [Insert name] Date: [Insert data] PRESENTATION SUPPORTED BY [Insert your logo here]
  2. 2. 2 [Insert your logo here] ‘Why study the media? • They deliver the messages; • They engage the audiences; • They enable creators and artists; • They are the infrastructure of the creative industries.
  3. 3. 3 [Insert your logo here] ‘Why study the media?
  4. 4. 4 [Insert your logo here] ‘Why study the media?
  5. 5. 5 [Insert your logo here] ‘Why study the media? – The need for new metrics
  6. 6. 6 [Insert your logo here] Background The marketing mix management paradigm has dominated marketing thought, research and practice since it was introduced almost 60 years ago. Today, this paradigm is beginning to lose its position. New approaches have been emerging in marketing research. The globalization of business and the evolving recognition of the importance of customer retention and market economies and of customer relationship economics, among other trends, reinforce the change in mainstream marketing. Relationship building and management, or what has been labelled relationship marketing, is one leading new approach to marketing. In the case of the creative industries, relationship marketing calls for new approaches to market research, no longer solely focused on audiences research, but more focused on consumer behavior and usage patterns. This implies the full use of all the methods and instruments available to researchers, from exploratory qualitative research to more experimental and data driven research.
  7. 7. 7 [Insert your logo here] ‘Redefining Market Research The American Marketing Association (AMA) redefined Marketing Research as: The function that links the consumer, the customer, and public to the marketer through INFORMATION
  8. 8. 8 [Insert your logo here] Redefining Market Research Used to identify and define market opportunities and problems Generate, refine, and evaluate marketing performance Monitor marketing performance Improve understanding of marketing as a process
  9. 9. 9 [Insert your logo here] Definition Marketing research is the systematic and objective identification collection analysis dissemination and use of information For the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing
  10. 10. 10 [Insert your logo here] Classification Problem-Identification Research Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. Problem-Solving Research Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.
  11. 11. 11 [Insert your logo here] The Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report
  12. 12. 12 [Insert your logo here] Areas ofApplication in Media research  Determine the basis of segmentation  Establish market potential and responsiveness for various segments  Select target markets  Create lifestyle profiles: demography, media, and product image characteristics SEGMENTATION RESEARCH  Test concept  Determine optimal product design  Audience targeting  Production adaption (script to audience needs)  Brand positioning and repositioning  Perception tests PRODUCT RESEARCH
  13. 13. 13 [Insert your logo here] Example – role of marketing research in anAdvertising campaign
  14. 14. 14 [Insert your logo here] Relation with the marketing process -An example: the videogames industry’s consumer
  15. 15. 15 [Insert your logo here] The process
  16. 16. 16 [Insert your logo here] Information: primary and secondary Primary – Original (you collect) Secondary – Others have done (already available)
  17. 17. 17 [Insert your logo here] Types of research
  18. 18. 18 [Insert your logo here] Research Design • A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
  19. 19. 19 [Insert your logo here] Research Design Single Cross- Sectional Design Multiple Cross- Sectional Design Research Design Conclusive Research Design Exploratory Research Design Descriptive Research Causal Research Cross-Sectional Design Longitudinal Design
  20. 20. 20 [Insert your logo here] Research Design Objective: Character-istics: Findings/ Results: Outcome: To provide insights and understanding Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative Tentative Generally followed by further exploratory or conclusive research To test specific hypotheses and examine relationships Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative Conclusive Findings used as input into decision making Exploratory Conclusive
  21. 21. 21 [Insert your logo here] Methods Objective: Characteristics: Methods: Discovery of ideas and insights Flexible, versatile Often the front end of total research design Expert surveys Pilot surveys Case studies Secondary data: qualitative analysis qualitative research Describe market characteristics or functions Marked by the prior formulation of specific hypotheses Preplanned and structured design Secondary data: quantitative analysis Surveys Panels Observation and other data Determine cause and effect relationships Manipulation of independent variables, effect on dependent variables Control mediating variables Experiments Exploratory Descriptive Causal
  22. 22. 22 [Insert your logo here] CoreTechniques for media research Qualitative - Focus Groups - Interviews - Netnography Quantitative - Inquiries - Eye tracking and other use evaluation techniques - Observation
  23. 23. 23 [Insert your logo here] Why do it?
  24. 24. 24 [Insert your logo here] Because we do not want to end up like this… - Research should replace intuition; - Emprirical data and both inductive and deductive reasoning should lead decision taking; - Creativity also stands for decision taking! - Management is all about decisions! - Creativity is all about decisions!
  25. 25. 25 [Insert your logo here] Exercise Imagine you are a soap operas production company. Try to identify how you may be able to change your offering to: 1. Focus 2. Diverge 3. Create new value Frame your answer in the context of a concrete decision taking process
  26. 26. 26 [Insert your logo here] References: Malhotra, Naresh & Birks, David, Marketing Research: an applied approach. Ny: Prentice-Hall, 2012 (6th edition) Wilson, Alan, Marketing Research: an integrated approach. NY: Prentice-Hall, 2015 (5th edition)
  27. 27. 27 [Insert your logo here] Discussion question:Try to identify at least three decision taking processes we can face in media development and how market research can help us in solving those problems
  28. 28. 28 [Insert your logo here] THANK YOU FOR YOUR ATTENTION