Market Research Report A2

The purpose of my market research is to find the potential audience for my newspaper that I will create. Analysing the results below has helped me to what kind of features should I put for my newspaper. I did my market research to my friends via internet where I got them to fill out the survey through monkeysurvey.com as this is easier to grab the results and easily calculate the quantitative and qualitative data’s. Collecting as many as I can I got 12 people by collecting quantitative and qualitative data’s in order to find out people’s preference.

The reason I started this question was because it introduces the topic of the survey and to find out how many times they buy newspapers per month to show how much demands for newspapers are needed. The results suggests that everyone who filled in this question do read their local newspaper and for the people who doesn’t read their local newspaper and fills this out this would be no point for them as the rest of the questions are about newspapers. The results shows that out of the 12 people 33.3% of them tend to read local newspapers at least once a month and the other people tend to read from 3 to 4 times a month. In this question of ‘Do you read your local newspaper?...’ I have noticed how I didn’t put an extra option of ’No’ as the options that I used are all those for people who does read their local newspaper. Also, from this question I was not specific enough as I didn’t mention if it was for one particular newspaper or other newspapers included. For my newspaper this suggests that my newspaper should be published from at least 3 to 4 times a month although only contains 3 people for each but is likely what other people might prefer.

The reason I asked this question was to find out the main audience for my newspaper which would connect to the other questions. E.g. what the majority of female would like in contrast to what the majority of the male prefers. This shows that 50% are female and 50% are male who reads newspapers. I purposely asked the individuals to do my survey where I want these genders to be equally done to make this more reliable and each of the genders opinions are different which I need to specifically find out each of their interests. From these results, I think using colours and topics that are both suitable for these audiences which would engage these genders in reading and as well as buying the newspaper. In order to improve I think I could have asked more people to fill in the survey of at least 10 more to make my results more reliable as having 6 females and males may not be enough to find out what the majority would prefer.

The reason I asked this question was to find out the age range of these people that I asked to fill in my survey. The results highlights that out of the 12 people, 3 of them were from 12 to 17 whereas the majority are 18 to 24 year olds. Although there were only 3 of them, the people I asked were specifically from age 16 to 17 which is very close to the age range of 18 to 20 year olds and all are students. With my results shown this means that I should target my newspaper from these age ranges where I should use a mix of formal and informal language for my newspaper. To improve I think I could ask more people from a different age range for me to find out based on what they’d like and prefer. From the people I asked to fill in my survey, I asked them through social networking sites (e.g. Facebook and Twitter) where I gave them private message to fill out my survey where I communicate more with most of my friends which this is why the age range are majorly teenagers and young adults.

The reason I asked this question was to find out in general which of the two options do they mostly read. The result signifies that more people at a rate of 7 to 12 tend to read tabloid newspaper which means that they prefer to have more images on the newspapers and the other 5 tend to read broadsheet which these results are almost equal. This influences me to use a layout like tabloid newspaper for my articles as these people tend to be more attracted from images. To improve I think I could have been more specific as some of the people may not have understood the difference between a tabloid and a broadsheet. One person chose ‘other’ and typed in world news which we do not know if that person either chose tabloid or broadsheet. Also I think from knowing the age range, gender and a tabloid newspaper gives me a brief idea of what type of colour schemes e.g. red, white, and black in combination are contrasted with each other to make this look suitable for both male and female.

The reason I asked this question was to find out what type of newspaper brand they tend to read more after choosing tabloid rather than broadsheet for the people who picked tabloid from the previous question e.g. After choosing tabloid, they choose this option and skip the next question that is only for people who picked broadsheets. The results highlights that 3 of the people tend to read the sun and the other 3 tend to read the mirror and whereas the other 2 people specified their answer to metro. As the results from the previous question shows that more people tend to read tabloid newspapers, I will tend to focus on The Sun and The Mirror newspapers of how they constructed their newspaper I might take some ideas based on layouts by using many imageries. In these results I had a problem with as some of them chose both tabloid and broadsheet which wasn’t very clear from my results. Although the problem occurred, I found a way to solve this problem from the 4th question which they either mostly read either tabloid or broadsheet. I analysed this individually and either deleted some or added some quantitative results based on they’re options. To improve, I think I could have made this clearer for the people who filled in this survey.

There was a slight problem in this question. Where the people who picked tabloid as they mostly read also did this question instead of skipping. From this problem occurred, I reanalysed the results by individually check the people who filled in the survey of those who chose Tabloid. Re analysing the results and sorting out the people who chose broadsheet: 3 people tend to choose The Guardian and 2 people chose The Times. I may not use these answers as specification for my newspaper but I can use these story ideas as people chose crime, business and sports which majority of the broadsheets uses these subjects as part in one of their storylines. Similar to the previous results I had a problem as some of them both chose tabloid or broadsheet. But somehow I managed to solve the problem by referring back to the 4th question and analyse what the read the most out of the two types of newspapers. By analysing this individually I managed to solve the problem. I think I could have made this clearer for the people who filled in this survey as some of them chose both tabloid and broadsheet which weren’t very clear from my results.

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The reason I asked this question was to find out which part of the newspaper they mostly focus on. By finding this out gave me an idea of what kind of features I should put on my newspaper. The results show that more people are interested in events. This means that I will involve events in my newspaper at the same time advertising e.g. advertising events such as business new openings and give outs. As people tend to focus on events, I would put this at the front cover of my newspaper so it is easier for the audiences to identify the events that are going on locally as well as for the second page where there are also advertisements. To improve, I think I could have asked specifically the kind of events they are interested in. E.g. Types of events can be occasional, competitions etc.

The reason I asked this question was to find out where they read articles in other sources. In this option they can tick as many as they want which shows that everyone picked internet which was the most popular one and iPhone or Android Apps was the most second popular. This can be because most students (who filled in this survey) majority have these types of phones that they can access with easily to read articles as an alternative of reading newspapers. As internet and iPhone/Androids apps are very popular, this gives me an idea of making my articles more accessible through these sources which my newspaper would gain greater audiences as it’s always there whenever they want to read in places whenever newspaper is not accessible for them. To improve, I think I could ask the amount of time they spend on using those sources to read articles because if they spend less on the internet than reading newspaper, reading newspaper may be better. I think the disadvantage to this would be that internet and Apps are more popular than reading newspapers which would influence people to not buy newspapers but instead through these sources which they don’t have to pay for.

The reason I asked this question was to find out the type of topic my article should be. As the results show that business, sport and crime is equal from getting by 3 each, I would have to use all these stories as most of the individuals preferred these. These stories are more on broadsheet newspapers but people preferred to read tabloid newspaper. I think the reason for this would be because they prefer newspapers with more images but they want the stories to be based on these types such as business, sport and crime. This influences me to use these 3 topics for my newspaper e.g. In a front cover page I could take an image of a person which can be relevant to crime, an image of building that can relate to business and an article about sports. To improve I think I could have given them a more wider option such as economy, which some people could have categorised this in the business option.

The reason I asked this question was to find out how much they are willing to pay for a newspaper so I know that my newspaper would not be too expensive or too cheap but to find out the right price for my magazine and I think price is the most important aspects towards a reader and worth the quality. For example, for my newspaper with a good quality with the same standard as The Sun, Daily Mirror and The Guardian is right for my newspaper to have the same price or slightly cheaper to attract the audiences. The results show that more people are willing to spend from 10p to 20p. In my opinion I think this depends on the quality of the newspaper, although 3 people are willing to spend from 41p to 60p. I think it depends on the people who have or don’t have part time jobs. E.g. those people who chose 10p to 20p are those students who don’t have a part time job. If I want my newspaper to be raised on a right price of 41p to 60p, I would have to have my newspaper in a good quality by adding extra features such as adverts, events which can attract many readers to be interested in. To improve I think I should have given them an example of what a newspaper would be like as they may have thought that this market research may have been focusing on broadsheets.

Therefore, my newspaper would have the layout of a tabloid newspaper but stories that are mainly used for broadsheet newspapers that involves with stories about crime, business and sports for students from the age between 16 – 24 years olds. For my newspaper I will also use a column at least 1 for both front cover and second page involving adverts about events as these people are interested.