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: Identify information needs: Decide what you want to know. Create research objectives: Create questions you want answered. Create a plan to meet your objectives: Outline research methods. Design a method for collecting and interpreting data: Compile results. Summarize and apply findings: Adjust marketing strategy based on data. 5

Consumer Demographics How consumers think involves psychographics. psychographics studies of consumers based on their attitudes, interests, and opinions Demographic research alerts marketers to new or expanding markets. 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. 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 The U.S. Census Bureau is a good source of secondary data. 8

Think Globally, Surf Globally 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 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. 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. 9

How do entertainment products differ from other consumer products? 1. 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? 2. Quick Check Answers Entertainment products are based on creative ideas and are more difficult to target to a single group of consumers. Identify information needs, create research objectives, create a plan to meet your objectives, design a method for collecting and interpreting data, and summarize and apply findings. primary research 3. 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: respondent a consumer who participates in a personal interactive interviews and other research methods Personal and interactive interviews respondents mall intercept a market research interview conducted in a public place, such as a mall Focus groups Online focus groups Mall intercepts survey a questionnaire or series of questions designed to collect specific information Surveys 13

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 Surveys Statistics observational research a method of collecting data by observing respondents in contrived or natural settings Observational research Contrived and natural settings traffic count a measure of how many people stop or do not stop to look at an ad or store display Traffic count continued 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? 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. Explain the difference between contrived settings and natural settings. What methods do media entertainment marketers use to test their products? 2. Quick Check Answers surveys and observational research Contrived settings are prearranged and set up, restricting consumer choices; natural settings allow researchers to observe without affecting the choices. Answers may vary but may include screening rooms, focus groups, surveys, online panels, in-depth interviews, or any of the other methods in Figure 13.1. 3. 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. Size, location, population capacity the maximum number of people that a venue or outlet can accommodate 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

List three examples of entertainment venues. 1. 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? 2. Quick Check Answers Answers may include three of the following: live performances, theatres, concert halls, stadiums, amphitheaters, and others. size, location, and population The population must be willing and able to support the venue; venue must be safe and functional; venue promoters must book shows and fill seats. 3. 23

Checking Concepts Explain the importance of market research. 1. 2. 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. 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. 3. 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. 2. 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. 2. Describe the market- research process. Define demographics and psychographics. 3. Checking Concepts Answers 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. 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. 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. 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. Explain primary research and secondary research. 4. continued 24

Checking Concepts 5. Compare qualitative and quantitative research. 6. Methods may include personal and/or interactive interviews, surveys, focus groups, and mall intercepts. 6. Observational research can occur in contrived or natural settings; it can take the form of using mystery shoppers or ethnography. 7. Qualitative research measures qualities such as people’s reactions or perceptions. Quantitative research is data expressed as amount in numbers. 5. 6. Describe methods of qualitative research. Checking Concepts Answers Qualitative research measures qualities such as people’s reactions or perceptions. Quantitative research is data expressed as amount in numbers. Methods may include personal and/or interactive interviews, surveys, focus groups, and mall intercepts. Observational research can occur in contrived or natural settings; it can take the form of using mystery shoppers or ethnography. Name two types of observational research. 7. continued 25

Checking Concepts Critical Thinking 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. 8. 8. Explain how demographics can be used to market a CD. Checking Concepts Answers 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

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