Targeting EntertainmentTargeting Entertainment

Research MethodsResearch Methods

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Entertainment Outlets and VenuesEntertainment Outlets and Venues

Chapter Objectives

Explain how market research is used to identify target markets.Discuss how demographics are used in entertainment marketing.Explain the use of primary and secondary data.Explain the difference between qualitative and quantitative research.Identify methods of conducting entertainment market research.Identify criteria for selecting outlets and venues.

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Importance of Market Research

Market research can help determine how to best approach the consumer.

The entertainment marketer’s goal is to understand the target market’s needs and tailor the product and the message to that market.

The goal of the entertainment product is to entertain.

Each entertainment product appeals to a unique group of consumers.

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The Market Research Process

The five steps of conducting market research are:

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1. Identify information needs: Decide what you want to know.

2. Create research objectives: Create questions you want answered.

3. Create a plan to meet your objectives: Outline research methods.

4. Design a method for collecting and interpreting data: Compile results.

5. Summarize and apply findings: Adjust marketing strategy based on data.

Consumer Demographics

How consumers think involves psychographicspsychographics.

psychographics studies of consumers based on their attitudes, interests, and opinions

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Demographic research alerts marketers to new or expanding markets.

Nielsen ratings help marketers target specific demographic groups.

Primary Research

Product testingProduct testing is an example of primary research used by marketers.

product testing assessment of a product to see if it works, meets industry standards for safety, and is user-friendly

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The information collected from primary research is called primary dataprimary data.

primary data information collected from primary or original research used specifically for an issue under study

Primary Research

TrendsTrends in a market can be explained and understood through secondary data.secondary data.

secondary data information collected from secondary or preexisting research for a purpose other than the current study

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trend a pattern, habit, or tendency following a general course

The U.S. Census Bureau is a good source of secondary data.

Operating an e-tail business on an electronic channel—the Web—can be costly, due to design, delivery, returns, and operating expenses.

Though Many larger dot-com companies crashed in the 1990’s, small stores like Harris Cyclery of West Newton, Massachusetts, actually increase sales using a basic Web site. Today, a third of Harris’s bicycle business rides in on the Web to get hard-to-find parts and personal service.

Describe an e-business’s home page to your class after viewing one through marketingseries.glencoe.com.

Think Globally, Surf Globally

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business. Shouldn’t international media companies follow their lead? Many language-specific pages can be hard to find. Links may be buried in obscure places on the main site. Globally savvy entertainment Web marketers need to make sure they offer content to all of their demographic groups—in a clear, accessible way.

For more information on sports and entertainment marketing, go to marketingseries.glencoe.com.

Entertainment is a global business and the Web is a global medium. Major Internet search engines make sure their content is available in diverse languages—because they know it means more hits and more

How do entertainment products differ from other consumer products?

List the steps that marketers outline before conducting research.

Product testing is an example of what type of research?

1.

2.

3.

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Information Advantage

Finding out how an audience member, game player, music fan, or reader will react to a product before its release is vital to entertainment companies and marketing professionals.

Market testing determines if a product will sell.

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Qualitative and Quantitative Research

Data from qualitative qualitative researchresearch is not based on numerical information.

qualitative research data that measure qualities such as people’s reactions or perceptions

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Data from quantitative quantitative researchresearch is based on numerical information.

quantitative research data expressed as amount in numbers

Research Methods in Entertainment Marketing

Qualitative research methods in entertainment marketing include:

respondent a consumer who participates in a personal interactive interviews and other research methods

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Personal and interactive interviews– respondentsrespondents

Focus groups

Online focus groups

Mall interceptsMall intercepts

mall intercept a market research interview conducted in a public place, such as a mall

SurveysSurveys

survey a questionnaire or series of questions designed to collect specific information

Research Methods in Entertainment Marketing

Quantitative research methods in entertainment marketing include:

statistics a collection of numerical data that can be compared, analyzed, and interpreted

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Surveys– StatisticsStatistics

Observational researchObservational research

observational research a method of collecting data by observing respondents in contrived or natural settingsContrived and natural settings

continued

Traffic countTraffic counttraffic count a measure of how many people stop or do not stop to look at an ad or store display

Research Methods in Entertainment Marketing

mystery shoppers a market researcher who poses as a shopper to observe how consumers and retailers behave in a shopping situation

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Mystery shoppersMystery shoppers and ethnographyethnography

ethnography the study of social and cultural behavior and habits

Media Entertainment Research

Marketers use screening rooms to collect data on audience preferences.

Graphed data is used to promote entertainment products to specific target markets.

Marketers research live-action and recreational entertainment by observing tourists’ behavior.

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Qualitative or Quantitative Research?

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Qualitative Quantitative

Focus groups

Observational research

Online focus groups

Mystery shoppers

Contrived and natural settings

Surveys

Personal and interactive interviews

Mall intercepts

Ethnography

Name two research methods that might be used to find quantitative data in the entertainment market.

Explain the difference between contrived settings and natural settings.

What methods do media entertainment marketers use to test their products?

1.

2.

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3.

Other Entertainment Marketing Businesses

Market research affects decisions regarding entertainment outlets and venues.

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Outlets and Venues

outlet a place where a marketed product is released and made available

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The outletsoutlets for movies and video games are theaters and arcades.

venue a place where live events are presented

In the music industry, a venuevenue for a concert might be a stadium, an amphitheater, or a club.

Outlets and Venues

capacity the maximum number of people that a venue or outlet can accommodate

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Marketers try to match the entertainment event with the appropriate venue.

– Size, location, population

Marketers must consider the capacitycapacity of a venue.

Venues can create hundreds of jobs through their construction and operation.

Successful Marketing Strategies

Understanding your product, your customer, and your product outlets is essential to creating a successful marketing strategy.

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List three examples of entertainment venues.

Name the main three factors used to classify outlets and venues.

What key factors must be in place prior to new venue construction?

1.

2.

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3.

Explain the importance of market research.

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Describe the market- research process.

Before investing money in a product, marketers want to know what kind of consumer is likely to buy the product and why. Market researchers gather information which allows marketers to target consumers who will buy the product.

1. The market research process has five steps: Identify information needs, create research objectives, create a plan to meet the objectives, design a method for collecting and interpreting data, and summarize and apply findings.

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Define demographics and psychographics.

Demographic statistics describe a population in terms of personal characteristics such as age, gender, race, religion, income bracket, marital status, geographic location, and lifestyle choices. Psychographics are studies of consumers based on their attitudes, interests, and opinions.

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Checking Concepts

Explain primary research and secondary research.

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2.

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continued

Primary research is original research done to answer a specific question or solve a problem. Secondary research is information collected from secondary or pre-existing research for a purpose other than the current study.

4.

Compare qualitative and quantitative research.

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Describe methods of qualitative research.

Qualitative research measures qualities such as people’s reactions or perceptions. Quantitative research is data expressed as amount in numbers.

5.

Name two types of observational research.

Methods may include personal and/or interactive interviews, surveys, focus groups, and mall intercepts.

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Checking Concepts

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Observational research can occur in contrived or natural settings; it can take the form of using mystery shoppers or ethnography.

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continued

Demographic information can help identify a CD’s target market. The more information marketers have about their target markets, the better they can design a marketing strategy to reach them, and the better they will be able to sell the product.

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Explain how demographics can be used to market a CD.

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Critical Thinking

Checking Concepts

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