1. Project Proposal
1.1. Research Background
Media campaign has always been central consideration for any marketing plan. Trends of communication using different media have been undergoing steady evolution for the past several decades. Today’s marketing plan involves much more sophistications than ever before requiring companies to adopt state-of-the-art approach to it to maximize their chances of success (Napoli, 2011; Noll, 2007). The proposed research is going to revolve around the assessment of effective ways of collecting the required data for STA (a traveling agency) helping it develop its new marketing plan aligning to existing and emerging trends of media consumption in their target market segment.
1.2. Research Objective
“To propose STA the effective ways of collecting and analyzing the data relating to media consumption habits in the UK Market that would assist the company towards developing its marketing plan”
1.3. Rationale
The client (STA) is an established name in travel industry with considerable loyal customer base. Therefore, the marketing plan of the company should be up to the company’s status. It is found that the industry wherein the underlying company is operating is intensively competitive with several established names asking for each entity to work hard to maintain and improve its competitive strength (Johnson, 2014). Therefore, the company has to complete its homework before implementing its new marketing plan.
Furthermore, it is also discussed above that media is an important role player in this regard. Therefore, it is also essential to develop deep insight into media consumption habits. The proposed marketing plan sets out to serve these purposes in the most effective ways.
1.4. Research Methodology
1.4.1. Research Approach
Out of two broadly practiced research approaches i.e. qualitative and quantitative, the researcher is going to focus on the latter (quantitative), as he finds it in keeping with the key objective and nature of the study. Quantitative research will allow the company to reach precise findings with regard to the trends of media consumption. Quantifiable information will also make the process of data analysis easy and less time consuming for the company as compared qualitative data that requires critical discussion to reach a conclusion (Kothari, 2004).
1.4.2. Data Collection
The researcher aims to utilize good mix of different techniques, instruments, and strategies for the purpose of data collection. But, before jumping to the details of data collection methods, it is wise to understand sampling of population.
Sample population for the underlying research stands 100 participants. The sampling will be undertaken in purpose way (instead of random sampling) keeping in view the purpose of the research. Stratified method of sampling will be used for this purpose wherein sample population will be divided into two equal groups i.e. male and female (The Health Knowledge, n.d.). The underlying company is targeting the categories of customers from both genders, so it is essential to study media consumption habits in each of them.
As for sources of data collection, the researcher intends to utilize both primary and secondary sources for this purpose. Primary or firsthand source of data collection includes a semi-structured questionnaire. This method of data collection is chosen keeping in view that the proposed research aims to identify updated trends in media consumption. And, primary research is the best way to reach highly reliable and updated sets of information to investigate into core requirements of target audience. Furthermore, the researcher also recommends synthesis as a tool for data analysis for which it is essential to have information collected from primary as well as secondary sources of data collection. Apart from this, secondary information will allow the researcher to develop deep insight into the changing outlook of media trends based on the graphical information.
Primary data consists of a structured questionnaire containing different close-ended questions. The study is based on close-ended questions to ensure maximum response rate, as respondents mostly hesitate to respond to open-ended questions in online surveys. Furthermore, close-ended questions provide base for quantitative collection and analysis of data. Each question is integrated with multiple options for respondents to choose among. The questionnaire will be processed via Email to sample population of 100 participants (as mentioned earlier). On the other hand, secondary data is centered on the trends of media consumption in the UK. This information will be collected from some of the most authentic sources such as BBC, Deloitte, Statistia, and any other.
1.4.3. Data Analysis
After completing the process of data collection, next consideration is to analyze the collected data utilizing predefined scale of evaluation. First of all, the researcher will present the firsthand finings in graphical form and explain each of them. Then, he would endeavor to draw inferences based on the synthesis between primary and secondary information. Any theme supported by the findings relating to both the underlying sources of data will be considered strong evidence. For this purpose, critical discussion will be conducted allowing the researcher to reach an appropriate conclusion.
1.4.4. Time Horizon
Taking the type and nature of research into account, the researcher has opted for cross-sectional timeframe for the analysis of data. Cross-sectional study allows for investigation into any case of the study for a specific point or period of time (Sahai & Khurshid, 1996). The proposed research is focused on current trends of media consumption in order to assist STA towards its methods of data collection for designing the media campaign. There is no case in digging into history or creating projections for remote future. Rather, the data needs to be useful for the company for its marketing plan devised for particular period of time. Therefore, cross-sectional horizon of time is considered appropriate to the purpose of the study.
1.4.5. Ethical Considerations
Personal information of the respondents will be kept confidential.
Research data will not be used for any other purpose than specified.
The researcher will avoid intellectual property theft and will duly provide references to all the sources of secondary information used.
The researcher will keep his bias suspended throughout the process of research to provide original and honest presentation and explanation of data.
1.4.6. Limitations
Data collection is solely based on quantitative research, thus, not allowing much room for explanatory and exploratory details.
Online questionnaire is being utilized as a method for primary data collection that makes it difficult to assess how many of responses are conscious and what percentage of them is based on unconscious approach.
Any sudden change in any of external factors may cause big change in consumer preferences putting question mark on the application of the findings for selected period of time.
2. Secondary Research Report
2.1. UK Adults’ Time Spent per day with Media
(Media Buying, 2015)
Trends of Media consumption with regard to time spent watching television are shown in the diagram provided above. It not only shows current habits, but also provides solid base to establish informed future forecast based on the steadily changing directions over the past few years. For example, average time spent using digital media in UK was recorded to be three and a half hour per day (that accounts for 40.9%) in 2013, which climbed up to above five hours (more than 51%) by 2016. Smart phone is consuming the highest percentage of time (28.6%). Tablet, feature phone and laptop also have significant share in that.
On the other hand, it is found that Press media and television consumption are at consistent decline. For example, TV accounted for more than 38% of time spend on different media by people in United Kingdom as of 2013. However, it dramatically shrank to 31.1% by 2016 and the downtrend is continuing with highly negative outlook. Print media has also lost around 1% interest of readers within past couple of years and is expected to decline further in popularity in years to come. In a nutshell, media consumer preferences are changing with evolution in the digital world and their interest is gradually shifting to internet and other digital types of media from television, print media, and radio.
2.2. TV Consumption Habits among Youth
(Coughlan, 2014)
This diagram also conforms to the results discussed above. It is found that youngsters spend around 5 hours on internet on daily basis. It is interesting to note that 2.1 hours daily are spent watching television (as of 2014). In 2000, average time spent viewing television was three hours a day among youngsters. It is also important to note that 60% of TV viewers now prefer to watch television via laptop, tablet, or phone. Trends of watching television online are also at rise. It shows that significant percentage of TV viewers is using different online sources to watch television.
2.3. Favorite TV Channels
(Ami, 2014)
Given above is the list of the most viewed TV channels in the UK sorted by popularity. BBC is taking substantial lead, while ITN ranks second. ITV comes third, while Remarkable Television secures fourth place.
2.4. Declining Use of Television among UK Youth
(Williams, 2014)
The figure provided above is also critically important, because it sheds light on the outlook of television consumption with respect to the age categories of television viewers. Popularity of television as a medium of communication underwent sharp decline within past few years. Individuals belonging to different age groups have contributed differently to this scenario. However, it is crystal clear from the diagram that youth is much more rapidly losing interest in TV as compared to its older counterparts.
2.5. Favorite Newspapers
(Statistia, 2016)
This figure is derived from Statistia to conduct a comparison among the popularity of different newspapers in the UK. Daily Mail tops the rank with more than 18000 thousand readers, while The Sun is rated as the second most read newspaper in the country. The Daily Telegraph secures third position having read by 12185 thousand readers within one year. Daily Mirror is the closest competitor of The Telegraph. It remained short of occupying third position by remaining behind the size of reader-base of The Telegraph by slight difference. The Guardian is also immensely competitive and one of the most popular daily newspapers in the region. However, none of the remaining newspapers added to the list was read by more than 10000 thousand readers.
2.6. Adults’ Time Spent on Internet
(Ofcom, 2015)
Contrary to television viewers, the number of internet users is at consistent rise and it is clearly shown in the figure given below. It is found that individuals in the UK like to use internet from all possible locations including home, work, and elsewhere. The usage of internet with respect to each of the said locations is increasing with the passage of time. For instance, there were only 6.6% subscribers using internet from home in 2005 that had grown to 12.6% by the end of 2014. Decent growth has also been observed among other categories of internet users. Average time spent on internet has increased remarkably within past decade.
2.7. Display Consumption vs. Video Consumption
(Shortlisted Productions, 2016)
This diagram provides insight into emerging trends of video consumptions. In today’s digital age, the importance of video has increased a lot. Majority of people in the UK is shifting from still display to motion pictures. For example, video consumption in 2016 was recorded 39% that is 17% up from its level in 2013 (three years ago). On the other hand, display consumption has declined from 78% to 61% within the same period of time. Current scenario is clearly indicative of massive shift of interest from display to video in years to follow.
2.8. Favorite Social Media Platforms among Youth
(Edge, 2015)
Internet and social media are found to be highly preferred mediums of communication among individuals in the UK. The diagram provided above throws light on the popularity of different social media platforms among people. Facebook is found to be the most overcrowded social media website with a total digital population exceeding 40 million as of April 2015. This population is divided into different categories when it comes to the device utilized for using Facebook. Fair percentage of each of the device types (desktop, laptop, mobile, smartphone, etc.) is being utilized for using Facebook as well as all other social media platforms. Twitter, LinkedIn and Google are in intense competition with one another, while Instagram and Piterest secure 5th and 6th rank respectively in this regard.
2.9. Preferred Activities on Social Media
(Madrigal, 2013)
(Edge, 2015)
Figure provided above makes a comparison among different activities performed on internet and social media by users. Second figure shows that majority of individuals are mostly fond of browsing and surfing. Then, 83% use them for Email services, while 62% utilize this technology for online shopping. Next most popular use of internet is for the purpose of banking that accounts for 61%. The most important thing relating to that is the high percentage of people (56%) using internet for social networking. 54% of them are TV viewers, while 46% of them like messaging and chat.
As for social media subscribers, majority of them is found be in love with Facebook (as discussed earlier). Therefore, it is important to note the purpose for which they use this giant social media website. As shown in the diagram, majority of Facebook users use it to stay in touch with their friends and relieve boredom. The activities like sending pictures to friends, keeping the friends aware of current status of subscribers, and posing own pictures also have high frequency of occurrence. Posting and viewing funny videos is also one of the most popular social media activities.
3. Research Tools
As discussed, the researcher has used structured questionnaire comprising close-ended questions requiring respondents to choose among different options integrated with each. These questionnaires will be processed to sample population via Email. Respondents are supposed to provide their answers and submit the same online as a reply to the original Email. Two versions of the underlying questionnaire are being provided in this section. First one is the initially devised questionnaire that was reconsidered and modified having passed through a pilot test. Initial questionnaire was checked by recording the responses of five respondents against it. There were certain weaknesses due to which the original version of questionnaire was edited so the research objective can be met in optimized manner.
3.1. Initial Questionnaire
How old are you?
18-30 years
31-45 years
Above 45 years
What is your gender?
Male
Female
How much time do you spend watching TV every day?
Two hours
Three hours
Four hours
More than four hours
How much time do you spend on internet each day?
Two hours
Three hours
Four hours
Five hours
How often do you read newspaper?
Daily
Weekly
Monthly
Never
Facebook
Twitter
LinkedIn
Pinterest
Others
In which of the following activities are you interested while using social media?
Which of the following devices do you mostly use for using internet?
Computer
Mobile phone
3.2. Issues Identified with Initial Questionnaire
Provided in the previous section is the initially devised questionnaire consisting of eight open ended questions. It was important to have it passed through a test in order to check the validity and reliability of the questionnaire. Technique of pilot test was used for this purpose to test the feasibility of the questionnaire on small scale before applying it to the large scale (Stangor, 2011). Discussion given below provides details of the issues that were identified with the original version and adjustments made in response to them:
As for the first question, it was irrelevant to include the options like ’31 years-45 years’ and ‘above 45 years’. As already discussed, the sampling was done purposively rather than randomly to make it align to the case of the study. Five respondents selected for pilot also belonged to the young category of age realizing that the company’s target market is young people (mostly students) looking for the services of travel agency. Therefore, it was decided that the sample population for this online survey will comprise individuals aging between 18 years and 35 years.
Audience were finding it difficult to respond to the second question. All of them ultimately reported two hours that made the researcher realize that timeframe need to be narrowed further. Keeping this in view, options for this question were modified accordingly. Then, the idea of time being spent on TV was also failed to provide significant clues. So, another question relating to favorite TV channels among youngsters was added to the final version of questionnaire.
Same modifications as discussed above were made with the choices given for the next question relating to internet (in place to television). It was also realized that the findings could have been more significant if participants’ preference for the medium of communication had been known. Couple of questions was added to the questionnaire keeping this fact in view.
The question relating to newspaper was a well thought out question. It provided the insight into individuals’ tendency to press media consumption. However, it was considered wise to add a question relating to the favorite newspaper to the revised version of questionnaire in order to be more specific in this regard. Next question was relating to the respondents’ preference for social media channels. All the respondents opted for Facebook. Due to this similarity, it was realized that respondents should be allowed to opt for more than one option to develop better understanding to their social media preferences. However, no amendment was considered necessary with the final two questions. Revised and final version of the initial draft is provided in the following part of this section.
3.3. Revised Version of Questionnaire
What is your gender?
Male
Female
Which of the following mediums of communication do you use mostly?
Television
Print Media
Social Media
Others
You mostly get the information about a product, brand, or promotion from the following medium of communication:
How much time do you spend watching TV daily?
Less than one hour
1-2 hours
2-3 hours
More than three hours
How much time did you spend watching TV every day as of last year?
Less than one hour
1-2 hours
2-3 hours
More than three hours
Which is your favorite TV channel?
BBC
ITN
Remarkable Television
ITV
What types of TV programs are favorite with you?
How much time do you spend on internet daily?
Less than one hour
1-2 hours
2-3 hours
More than three hours
How often do you read newspapers?
Daily
Weekly
Monthly
Never
Which is your favorite newspaper?
Daily Mail
The Telegraph
The Sun
The Mirror
The Guardian
Others
In which of the following activities are you interested while using social media?
Which of the following devices do you mostly use for using internet?
Computer
Mobile phone
4. Research Report
The researcher aims to stick to the high degree of care and caution throughout the process of data collection and data analysis in order to come up with highly reliable and significant findings. These findings will assistant STA to develop the methods for the collection of information to build their new marketing plan.
The researcher will adopt same state-of-the-art approach to the analysis of collected data as he shows during the process of data collection. For this purpose, the researcher will utilize the tools, techniques, and strategies that best align with the purpose of the study. It is already discussed that the data will be collected in quantitative ways.
Analytical method of data analysis is chosen for the underlying research. The data will be collected and presented in graphical form. For this purpose, the researcher will create diagrams on MS Excel to represent the results of the data collected against questionnaire. These diagrams will provide easy visual understanding of key findings of the research to the client. These diagrams can be based on different types of charts and other types of figures based on the nature of each question.
Secondary data will also be presented in diagrammatic form (in the same form as it is collected from different secondary sources). Each set of findings will be shown under relevant headings. It would pave way to the critical analysis of data from every possible angle.
Next to that, narrative explanation will be provided for each set of data collected from the sample population. There will be a chapter of discussion specified for this purpose. In this particular section, response of respondents against each question will be discussed in detail such as what the majority thinks about any specific consideration. All questions in the questionnaire will be discussed one by one.
Then, there will be separate section for data analysis. Analytical tool will be utilized for this purpose. First of all, the findings of primary research will be analyzed from every critical angle. The researcher will identify the significant points in the results. Then, synthesis will be conducted between the findings of primary and secondary research. The researcher aims to check the level of alignment or misalignment between the results of questionnaire and that of quantitative data collected from secondhand sources.
If both types of findings for any particular theme are parallel to each other, it would allow the researcher to generalize it on the basis of analytical research. Synthesis between existing literature and primary research will allow the researcher to draw the most appropriate inferences. In this way, the client will be able to develop his knowledge and understanding to the existing and emerging trends in the world of marketing and advertising, and key success factors in his targeted geographic segment (the UK). It would allow the marketing management of STA to establish their marketing strategies accordingly.
5. Conclusion and Reflection on Research
The researcher has a comprehensive plan of research for the purpose discussed in the earliest part of the proposal. The research methodology is devised considering the essence of the study. Research process is also based on traditionally tested pattern and all the activities are arranged in a logical sequence. On the whole, it is a feasible idea with high chances of meeting the predefined research objectives.
Sample size of 100 participants is not very large, but is sufficient to allow for generalization of the key findings. By the same token, analytical method of data analysis complies perfectly with the quantitative ways of data collection from primary and secondary sources. Then, there is a detailed plan for the presentation of the data, which also adds to the credit of the study being proposed.
Despite all the merits discussed above, the underlying research also has its weaknesses. For example, it is solely based on quantitative approach. Even though quantitative research is characterized by exaction and precision, it lacks critical and explanatory details. No attempt has been made to test the findings with theoretically and conceptually developed ideas that would have also been significant. The researcher will extend the secondary research by including ideas theorized by some of great authors, scholars, and thinkers dealing with the case of the study if he ever repeated the underlying study or is assigned similar type of research project.
Furthermore, the research is solely based on online questionnaire due to the limitation of resources. There are no face-to-face or direct interviews with the participants. It is a cost-effective way of data collection, as reaching each of 100 respondents physically for interview would have been fairly costly as well as time-consuming. By the same token, participants are more likely to provide biasfree response when there is no fear of disclosure of their identity (as in case of direct interview). However, it increases the chances of unconscious response, because there is no interviewer to help the respondents if they are not able to understanding any question. Low response rate can also be an issue due to its being an email questionnaire.
It is found that strengths of the research fairly outweigh its weaknesses discussed above to provide the client with rationale for the approval of the research being proposed.
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