Download M-Chapter 13

Targeting Entertainment
Research Methods
Entertainment Outlets and Venues
2
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.
3
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.
4
The Market Research
Process
The five steps of conducting market research are:
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.
5
Consumer Demographics
How consumers think
involves psychographics.
Demographic research
alerts marketers to new or
expanding markets.
psychographics
studies of consumers
based on their attitudes,
interests, and opinions
Nielsen ratings help
marketers target specific
demographic groups.
6
Primary Research
Product 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
The information collected
from primary research is
called primary data.
primary data
information collected
from primary or original
research used
specifically for an issue
under study
7
Primary Research
Trends in a market can be
explained and understood
through secondary data.
The U.S. Census Bureau is
a good source of
secondary data.
trend a pattern, habit,
or tendency following a
general course
secondary data
information collected
from secondary or
preexisting research for
a purpose other than the
current study
8
Think Globally, Surf Globally
Entertainment is a global business and the
Operating an e-tail business
on an electronic channel—the
Web
is
a
global
Internet
Web—can be costly, due to design,medium.
delivery,Major
returns,
and
operating expenses.search engines make sure their content is
available in diverse languages—because
know companies
it means more
hits andinmore
Though Many largerthey
dot-com
crashed
the
business.
international
media
companies
follow
their
1990’s, Shouldn’t
small stores
like Harris
Cyclery
of West
Newton,
lead?
Many language-specific
pages can
be hard
to afind.
Links
may
Massachusetts,
actually increase
sales
using
basic
Web
besite.
buried
in obscure
on thebicycle
main site.
Globallyrides
savvyin on
Today,
a thirdplaces
of Harris’s
business
entertainment
marketers need
to and
makepersonal
sure theyservice.
offer content
the Web to Web
get hard-to-find
parts
to all of their demographic groups—in a clear, accessible way.
Describe an e-business’s home page to your class after
viewing
one throughon
marketingseries.glencoe.com.
For
more information
sports and entertainment marketing,
go to marketingseries.glencoe.com.
9
1.
How do entertainment products differ from
other consumer products?
2.
List the steps that marketers outline before
conducting research.
3.
Product testing is an example of what type
of research?
10
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.
11
Qualitative and
Quantitative Research
Data from qualitative
research is not based on
numerical information.
qualitative research
data that measure
qualities such as
people’s reactions or
perceptions
Data from quantitative
research is based on
numerical information.
quantitative research
data expressed as
amount in numbers
12
Research Methods in
Entertainment Marketing
Qualitative research
methods in entertainment
marketing include:
Personal and interactive
interviews
– respondents
Focus groups
Online focus groups
Mall intercepts
Surveys
respondent a consumer
who participates in a
personal interactive
interviews and other
research methods
mall intercept a market
research interview
conducted in a public
place, such as a mall
survey a questionnaire
or series of questions
designed to collect
specific information
13
Research Methods in
Entertainment Marketing
Quantitative research
methods in entertainment
marketing include:
Surveys
– Statistics
Observational research
Contrived and natural settings
Traffic count
continued
statistics a collection of
numerical data that can
be compared, analyzed,
and interpreted
observational research
a method of collecting
data by observing
respondents in contrived
or natural settings
traffic count a measure
of how many people stop
or do not stop to look at
an ad or store display
14
Research Methods in
Entertainment Marketing
Mystery shoppers and
ethnography
mystery shoppers a
market researcher who
poses as a shopper to
observe how consumers
and retailers behave in a
shopping situation
ethnography the study
of social and cultural
behavior and habits
15
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.
16
Qualitative or Quantitative Research?
Qualitative
Quantitative
Focus groups
Observational research
Online focus groups
Mystery shoppers
Contrived and natural settings
Surveys
Personal and interactive interviews
Mall intercepts
Ethnography
17
1.
Name two research methods that might be
used to find quantitative data in the
entertainment market.
2.
Explain the difference between contrived
settings and natural settings.
3.
What methods do media entertainment
marketers use to test their products?
18
Other Entertainment
Marketing Businesses
Market research affects decisions regarding
entertainment outlets and venues.
19
Outlets and Venues
The outlets for movies and
video games are theaters
and arcades.
outlet a place where a
marketed product is
released and made
available
In the music industry, a
venue for a concert might
be a stadium, an
amphitheater, or a club.
venue a place where live
events are presented
20
Outlets and Venues
Marketers try to match the
entertainment event with
the appropriate venue.
capacity the maximum
number of people that a
venue or outlet can
accommodate
– Size, location, population
Marketers must consider
the capacity of a venue.
Venues can create hundreds
of jobs through their
construction and operation.
21
Successful Marketing
Strategies
Understanding your product, your customer, and
your product outlets is essential to creating a
successful marketing strategy.
22
1.
List three examples of entertainment
venues.
2.
Name the main three factors used to classify
outlets and venues.
3.
What key factors must be in place prior to
new venue construction?
23
Checking Concepts
1. Explain the importance
of market research.
2. Describe the marketresearch process.
3. Define demographics and
psychographics.
4. Explain primary research
and secondary research.
continued
Primary
research
statistics
is
Before
The
market
investing
research
1. Demographic
2.
3.
4.
describe
original
process
money research
inahas
apopulation
product,
fivedone
in
to
terms
answer
ofapersonal
specific
steps:
marketers
Identify
want
to
characteristics
question
or solve
such
a
information
know what
kind
needs,
of as
age,
problem.
gender,
Secondary
race,
create
consumer
research
is likely to
religion,
researchincome
is information
objectives,
buy
the product
create
and
a
bracket,
collectedmarital
from status,
plan
why.
to
Market
meet
the
geographic
secondary
or
location,
objectives,
researchers
design
gathera
and
pre-existing
lifestyle research
choices.
method
information
for collecting
which
Psychographics
for a purpose
other
are
and
allows
data,
to
studies
than interpreting
themarketers
ofcurrent
consumers
study.
based
on
their and
and
target
summarize
consumers
attitudes,
interests,
apply
who will
findings.
buy
the and
opinions.
product.
24
Checking Concepts
5. Compare qualitative and
quantitative research.
6. Describe methods of
qualitative research.
7. Name two types of
observational research.
continued
5. Methods
6.
7.
Observational
Qualitative
may
researchpersonal
include
measures
can occur
qualities
and/or
in contrived
interactive
such
or as
people’s
interviews,
natural settings;
reactions
surveys,
it
or
focus
canperceptions.
take
groups,
the form
and
Quantitative
mall
of using
intercepts.
mystery
research
shoppers isordata
expressed
ethnography.
as
amount in
numbers.
25
Checking Concepts
Critical Thinking
8. Explain how
demographics can be
used to market a CD.
8. 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.
26
27
End of