I have to write an essay for next week on how market research is carried out by different media producers. I’m having a bit of trouble finding out anything about magazine market research. can anyone help??
general info, or websites would be a big help,
Methodologically, marketing research uses the following types of research designs:
Based on questioning:
Qualitative marketing research – generally used for exploratory purposes – small number of respondents – not generalizable to the whole population – statistical significance and confidence not calculated – examples include focus groups, in-depth interviews, and
Quantitative marketing research – generally used to draw conclusions – tests a specific hypothesis – uses random sampling techniques so as to infer from the sample to the population – involves a large number of respondents – examples include surveys and questionnaires. Techniques include choice modelling, maximum difference preference scaling, and covariance analysis.
Based on observations:
Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in their natural setting – observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) – examples include product-use analysis and computer cookie traces. See also
Ethnography and Observational techniques.
Experimental techniques -, by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables – examples include purchase laboratories and test markets
Researchers often use more than one research design. They may start with secondary research to get background information, then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-wide survey (quantitative research design) in order to devise specific recommendations for the client.