What is the audience? What is an audience? What is the audience? Why is the audience so important? And what is its importance for different types of media?
What is the audience? An audience is the entire population who will be able to see or hear something that you have to offer. So if we are thinking of advertising then audience refers to those who will be able to see or hear the product or service. Of course it should also be remembered that the audience market research must also take into account any potential disabilities that the people may have, their age or education etc. This is what is known as the measurement of the target audience.
What is market research? Market research refers to the detailed description of the needs of a particular market segment and the existing consumer behavior that drive buying decisions. The basic premise behind market research is that the needs of a certain segment of consumers must be clearly defined in order for companies to develop and produce goods or services congruent with those needs. This in turn leads to the creation of products or services that are more congruent with the needs of the audience.
What is qualitative audience research? Qualitative research is any research carried out on a limited set of participants, which is structured in such a way that it gets deep insight into the opinions, needs, preferences and behaviors of the sample individuals. This type of research differs from quantitative data collection in that it is less based on sampling, and more on elicitation of answers from the participants. The biggest advantage of qualitative audience research is that it is much more flexible than quantitative data collection and thus more appropriate for use in research.
What is stratified sampling? Stratified sampling is the process of gathering data from a relatively small number of respondents. The sample size of a stratified sample is usually quite large because respondents to a survey may be recruited from a limited pool of respondents who have agreed to participate in the research. Another advantage of stratified sampling is that it is quite suitable for conducting qualitative audience research. Since respondents are recruited from a small pool of respondents, there will be a higher probability of finding a statistically significant result among the respondents.
What is qualitative audience analysis? Qualitative research on the other hand is done on larger samples of respondents and thus more probability of detecting significant differences between the marketed product and the actual sold product. The advantage of this type of qualitative research over quantitative market research is that there is greater control of the variables being used in the study. Since there are greater number of factors to be controlled, more reliable results can be obtained. However, qualitative data does take some time before it can be released to the market research firms.
What is interviewer-based respondent interviewing? interviewer-based questionnaires refer to questionnaires that were sent to respondents by telephone or postal mail. Written questionnaires were the traditional option but today electronic questionnaires are also available. The interviewer-based questionnaire differs from the questionnaires used in quantitative market research in that it has a more personalize character. It asks about the respondent’s characteristics such as age, sex, education, interests, marital status and many more. It then uses these characteristics to tailor a customized questionnaire to the respondents needs.
What are the response rate and why is it important? A high response rate is an indicator that the survey questionnaire was successfully distributed to the respondents. High response rates indicate that a substantial proportion of the respondents answered the questionnaire. Respondent rate can also be used in conjunction with other types of data to determine whether respondents showed any type of demographic pattern. This is done by comparing the response rate to the other types of data and determining whether the pattern is positive or negative.