Individual Market research about the television viewing habits of a large cross-section of the…

Individual Market research about the television viewing
habits of a large cross-section of the reporting population can offer an insight
into the success and market share of television activity

1 programmes. The results are analyzed using various
software tools and techniques, which enable the collection, processing and
communication of information on personal viewing habits. To predict viewing
habits, information is required on a range of factors, for example, a persons
occupation, gender, age, family composition, number of television sets owned,
location of television sets, how

Individual Market research about the television viewing
habits of a large cross-section of the reporting population can offer an insight
into the success and market share of television activity

1 programmes. The results are analyzed using various
software tools and techniques, which enable the collection, processing and
communication of information on personal viewing habits. To predict viewing
habits, information is required on a range of factors, for example, a persons
occupation, gender, age, family composition, number of television sets owned,
location of television sets, how much television is watched per week, etc. 1
Design a suitable data capture form (i.e. questionnaire) to record information
on each person (as outlined above). Collect information from around 20 people
using your data capture form. Are there any further data requirements? 2 Once
the data has been effectively collected and collated, transfer the information
to a database of your choice. Describe the problems and solutions involved in
the process of structuring the data in the database. (Note: if you have
designed the data capture criteria and form correctly then there should be no
obstacles to transferring data to a database.) 3 Use your established data and
information sources to find the following information and put it into an output
format suitable for presentation to a senior manager: the total number of television
sets owned by the 20 people you interviewed; the average number of television
hours watched per week; the age composition of individuals watching at
particular times of the day and night. 4 Discuss the set of information
requirements needed by a marketing research function of a business organization
investigating viewing habits. Suggest reasons why such information would be of
particular interest to business organizations wishing to advertise on
television to particular sectors of the population. 5 Discuss the ways in which
data and information can be automatically input and output from one application
to another application. What methods can be employed to capture data and
information from viewers and how can this be automatically input into a
database application? (For example, data sensors and data scanning activities
are often used for this purpose.)