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

1. MARKET RESEARCH
IN MEDIA ARTS AND
ENTERTAINMENT
Module: Market Research
Lecturer: [Insert name]
Date: [Insert data]
PRESENTATION SUPPORTED BY
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‘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.

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‘Why study the media?

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‘Why study the media?

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‘Why study the media? – The need for new metrics

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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.

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‘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

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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

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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

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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.

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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

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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

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Example – role of marketing research in anAdvertising campaign

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Relation with the marketing process -An example: the
videogames industry’s consumer

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The process

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Information: primary and secondary
Primary – Original (you collect) Secondary – Others have done (already
available)

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Types of research

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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.

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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

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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

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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

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CoreTechniques for media research
Qualitative
- Focus Groups
- Interviews
- Netnography
Quantitative
- Inquiries
- Eye tracking and other use evaluation
techniques
- Observation

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Why do it?

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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!

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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

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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)

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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

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THANK YOU
FOR YOUR ATTENTION