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Targeting EntertainmentResearch MethodsEntertainment Outlets and Venues2
Chapter ObjectivesExplain how market research is used to identifytarget markets.Discuss how demographics are used inentertainment marketing.Explain the use of primary and secondary data.Explain the difference between qualitative andquantitative research.Identify methods of conducting entertainmentmarket research.Identify criteria for selecting outlets and venues.3
Importance of MarketResearchMarket research can help determine how to bestapproach the consumer.The entertainment marketer’s goal is tounderstand the target market’s needs and tailorthe product and the message to that market.The goal of the entertainment product is toentertain.Each entertainment product appeals to a uniquegroup of consumers.4
The Market ResearchProcessThe five steps of conducting market research are:1. Identify information needs: Decide what you want to know.2. Create research objectives: Create questions you wantanswered.3. Create a plan to meet your objectives: Outline researchmethods.4. Design a method for collecting and interpreting data: Compileresults.5. Summarize and apply findings: Adjust marketing strategybased on data.5
Consumer DemographicsHow consumers thinkinvolves psychographics.Demographic researchalerts marketers to new orexpanding markets.psychographicsstudies of consumersbased on their attitudes,interests, and opinionsNielsen ratings helpmarketers target specificdemographic groups.6
Primary ResearchProduct testing is anexample of primaryresearch used bymarketers.product testingassessment of a productto see if it works, meetsindustry standards forsafety, and isuser-friendlyThe information collectedfrom primary research iscalled primary data.primary datainformation collectedfrom primary or originalresearch usedspecifically for an issueunder study7
Primary ResearchTrends in a market can beexplained and understoodthrough secondary data.The U.S. Census Bureau isa good source ofsecondary data.trend a pattern, habit,or tendency following ageneral coursesecondary datainformation collectedfrom secondary orpreexisting research fora purpose other than thecurrent study8
Think Globally, Surf GloballyEntertainment is a global business and theOperating an e-tail businesson an electronic channel—theWebisaglobalMajorInternetWeb—can be costly, due to design,medium.delivery,returns,andoperating expenses.search engines make sure their content isavailable in diverse languages—becauseknow companiesit means morehits andinmoreThough Many ediacompaniesfollowtheir1990’s,Shouldn’tsmall storeslike HarrisCycleryof WestNewton,lead?Many language-specificpages canbe hardto afind.LinksmayMassachusetts,actually increasesalesusingbasicWebbesite.buriedin obscureplaceson the bicyclemain site.Globallyridessavvyin onToday,a thirdof Harris’sbusinessentertainmentmarketers needto andmakepersonalsure theyservice.offer contentthe Web to Webget hard-to-findpartsto all of their demographic groups—in a clear, accessible way.Describe an e-business’s home page to your class afterviewingone throughonmarketingseries.glencoe.com.Formore informationsports and entertainment marketing,go to marketingseries.glencoe.com.9
1.How do entertainment products differ fromother consumer products?2.List the steps that marketers outline beforeconducting research.3.Product testing is an example of what typeof research?10
Information AdvantageFinding out how an audience member, gameplayer, music fan, or reader will react to a productbefore its release is vital to entertainmentcompanies and marketing professionals.Market testing determines if a product will sell.11
Qualitative andQuantitative ResearchData from qualitativeresearch is not based onnumerical information.qualitative researchdata that measurequalities such aspeople’s reactions orperceptionsData from quantitativeresearch is based onnumerical information.quantitative researchdata expressed asamount in numbers12
Research Methods inEntertainment MarketingQualitative researchmethods in entertainmentmarketing include:Personal and interactiveinterviews– respondentsFocus groupsOnline focus groupsMall interceptsSurveysrespondent a consumerwho participates in apersonal interactiveinterviews and otherresearch methodsmall intercept a marketresearch interviewconducted in a publicplace, such as a mallsurvey a questionnaireor series of questionsdesigned to collectspecific information13
Research Methods inEntertainment MarketingQuantitative researchmethods in entertainmentmarketing include:Surveys– StatisticsObservational researchContrived and natural settingsTraffic countcontinuedstatistics a collection ofnumerical data that canbe compared, analyzed,and interpretedobservational researcha method of collectingdata by observingrespondents in contrivedor natural settingstraffic count a measureof how many people stopor do not stop to look atan ad or store display14
Research Methods inEntertainment MarketingMystery shoppers andethnographymystery shoppers amarket researcher whoposes as a shopper toobserve how consumersand retailers behave in ashopping situationethnography the studyof social and culturalbehavior and habits15
Media EntertainmentResearchMarketers use screening rooms to collect dataon audience preferences.Graphed data is used to promote entertainmentproducts to specific target markets.Marketers research live-action and recreationalentertainment by observing tourists’ behavior.16
Qualitative or Quantitative Research?QualitativeQuantitativeFocus groupsObservational researchOnline focus groupsMystery shoppersContrived and natural settingsSurveysPersonal and interactive interviewsMall interceptsEthnography17
1.Name two research methods that might beused to find quantitative data in theentertainment market.2.Explain the difference between contrivedsettings and natural settings.3.What methods do media entertainmentmarketers use to test their products?18
Other EntertainmentMarketing BusinessesMarket research affects decisions regardingentertainment outlets and venues.19
Outlets and VenuesThe outlets for movies andvideo games are theatersand arcades.outlet a place where amarketed product isreleased and madeavailableIn the music industry, avenue for a concert mightbe a stadium, anamphitheater, or a club.venue a place where liveevents are presented20
Outlets and VenuesMarketers try to match theentertainment event withthe appropriate venue.capacity the maximumnumber of people that avenue or outlet canaccommodate– Size, location, populationMarketers must considerthe capacity of a venue.Venues can create hundredsof jobs through theirconstruction and operation.21
Successful MarketingStrategiesUnderstanding your product, your customer, andyour product outlets is essential to creating asuccessful marketing strategy.22
1.List three examples of entertainmentvenues.2.Name the main three factors used to classifyoutlets and venues.3.What key factors must be in place prior tonew venue construction?23
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 divers
