Marketing Research on Internet Television - Essay Example

Marketing Research Introduction: This study introduces the aspect of internal communicative systems through its various devices that includes, within its scope of study, a hypothetical study on the modern uses of internet computer terminal viewing vis-a- vis devices like ipod mobile phone, personal digital assistants (PDA) and so on and so forth. Since these areas are still upcoming, it would be fatal to pass substantive judgment but a study of these aspects would be in order. Problem description: The rapid increase in the popularity of digital computers at the cost of Television has become a major cost of concern in modern times. It is seen that an average Briton spends more time per day on the internet rather than watching Television programmes and this is believed to be showing increasing trends during the times to come. All major television programmes can be viewed on the internet and this would defitely create problems for television companies and its sponsors, who rely on increasing viewer ships for growth and profitability. It is seen that the frequency of using different methods as sources for internet television among the different respondents are as follows: (Television promotions - What the Viewer Think, A Report of the Key Findings of a Qualitative and Quantitative Study. 2005). The frequency of use of different sources from which internet television viewing guides could be obtained. In the United Kingdoms. In the present context, it is seen that nowadays, digital channels of viewing programmes over internet are being preferred. This is because digital signals are faster and efficient, and more services can be provided by lesser use of broadband width. It is proposed to carry out survey to determine the ranking of popularity of television against its main competitors - computer terminals, Mobile phones, iPod, Sony PSP, Nintendo DS, and PDA. Methodology: It is proposed to conduct house-to-house surveys in a district in Sussex, England, in order to determine the popularity of internet computer viewing, as compared to other electronic devices. The methodologies would consist of face-to face interviews, focus group study and use of secondary data gleaned from secondary sources like Government departments, archives, book sources and internet websites. It would be conducted using qualitative method, along with two sets of Questionnaires, first, containing personal data about the respondents, and second, the relevant rankings of the preferences in the score 1-5, 1 being assigned for strong disagreement, and progressive rankings given for level of preferences till rank 5 for strong agreement, ascribed to the highest preference or usage liking. A Sample of Personal data Questionnaire is being attached as an Appendix to this work. The Main Statements that would be put forth to the respondents and tested are as follows: 1. The respondents believe that these forms or mediums are easy to use given the benefits and satisfaction of watching television on them. Computer Terminals, Mobile phones, iPod, Sony PSP, Nintendo DS, PDA. 2. The respondents favour watching internet Television on the following mediums: Computer Terminals, Mobile phones, iPod, Sony PSP, Nintendo DS, PDA. 3. The respondents intend to watch Television on the following mediums: Computer Terminals, Mobile phones, iPod, Sony PSP, Nintendo DS, and PDA. 4. The respondents have actually used internet TV on the following mediums and have been satisfied with its use: Computer Terminals, Mobile phones, iPod, Sony PSP, Nintendo DS, and PDA. 5. TV on the following mediums will be useful in improving the respondents' life style and standard of living: Computer Terminals, Mobile phones, iPod, Sony PSP, Nintendo DS, and PDA. The Methodology would need to consider the following aspects pertaining to the survey: Objective: The main objective of this research study would be to determine the popularity levels of computer terminals vis--vis other devices for television viewing. This also needs to consider the relative ranking of other devices or instruments used for televiewing, in terms of its recognition in comparison with computer viewing. Design: Cross-sectional and cohort interviews conducted in Sussex among a minimum of 15 respondents in the age group of 15 - 50 , comprising of both male and female respondents who have access to these technologies and who use it on regular basis . For this purpose, regular basis means at least 60-75 hours in a typical 6-day week. Settings: This would comprise the residential settings of the respondents, visited after consent and prior appointments with them. The locality of Sussex, England has been chosen since it is comprised of upper class and well-to-do place with people, who are regular users of computers and other electronic gadgets, which is the main concern of this study. Since this setting comprises of highly educated and technologically savvy people, it is believed that this methodology would be able to elicit a highly favourable response with would be in conformity with the population of the district. It is also believed that this study would reinforce previous research in the subject and the results of this study would throw fresh light on the subject of internet television in the modern era. However, it is believed that this study suffers from flowing limitations and deficiencies for which it may be necessary to seek further research methods: 1. While considering the data, it is also necessary to understand the level of core competence and experience levels of respondents in relation to the assigned data. 2. It is necessary that in a survey of this sort it is necessary to have the participants of similar competencies and language skills that could afford more unbiased and dispassionate analysis of the data, its analysis and interpretations. 3. A survey of this magnitude needs to consider the fact that, while internet television needs to be in sync with modern technology and computer developments, the importance of lesser forms or systems also needs to be given appropriate weightage. With the enormous significance being attached to television as a medium of communication, with its several advantages over television, internet TV, especially in the United Kingdoms, this has assumed tremendous advantages over traditional forms, and therefore, it needs to be presented in proper perspective and in comparative state with other systems, etc. It is quite possible that this model would need to be remodelled to suit specific requirements, in the later years, so that the benefits of the survey could be integrated to future research. Participants: Around 15 respondents both men and women, between certain age groups, computer literate and having hands on experience in handling computer devices, such as handheld computers , palmtops, personal digital assistants, (PDA), ipod, etc. shall form the core or focus group of this study. Further, it is also necessary that they are able to make a comparative analysis of various devices, their relative advantages and disadvantages and possess discriminatory powers to distinguish between the relative uses factors of each type of device that needs to be discussed in this study. It is also necessary to include only such participants in this study who have working knowledge of having handled the following: computer terminals including software generation, I-pod, Computer Terminals, Mobile phones, iPod, Sony PSP, Nintendo DS, and PDA since these are major aspects to be considered in the course of this study. Main Outcome measure: The outcome of this study shall be discussed at length. It is believed that use of technology is one of specific requirements and individual skill usage. Therefore, what could be deterministic in one setting may not be as especially suitable in others. Therefore, relative technologies need to be considered in the right light before the survey proceedings are carried out. The main outcome measure would be in terms of making a realistic and unbiased comparison of computer technology with other available devices and this forms the core of this study. Findings: The findings in this case shall be considered in the light of the face-to-face interviews carried out with the respondents and the results of the questionnaires that were answered by them. It is seen that in this study, two respondents did not fully comply with the questionnaire needs, and therefore their answers were disqualified and not considered for review and analysis. Of the balance 13 respondents, the following results were forthcoming: For the first question, that is with regard to the ease of usage and convenience it could be said the graph was in favour of computer as per the following graphical representations: The degree of popularity was 48 % for mobile phones, 27 % for Computers, 8% for iPod, 10% for Sony PSP, 4% for Nintendo DS, and 5% for the hand held sets as seen in this survey. This finding seems to suggest that although computer technology is moving at a fast Pace, in the present context it is seen that there needs to be further upgraded. Coming to the second question that was envisaged in the survey, it could be said that the results were seen as below regarding how the respondents favour watching internet Television on the following mediums The results of the survey strongly seem to recommend that 42% of the respondents believed in computer internet television viewing, while 28% preferred mobile phone viewing, ipods were favoured by 13% while 11% believed in Sony PSP, 5% for Nintendo DS,. It could be said that handheld sets did not received nay favour as per the results of this survey. Coming to the third aspect of the questionnaire, regarding the intention of the respondents to watch internet television, it could be said that the following results could be drawn based upon the findings of he survey conduced to determine the popularity of Internet televising over other forms or technological devices, including handheld sets, etc It is seen that the attribution could be made as follows: Computer 16 %, for mobile phones it is 20%, 14 %for iPod, 19%for Sony PSP, and 30% for hand held sets. Therefore, in terms of the future intentions of the focus group, it could be seen that, hypothetically, the hand held sets would be in greater demand in latter years as compared to the conventional modes and devices that are presently in vogue. Next coming to the fourth aspect regarding the proportion of respondents have actually used internet TV on the following mediums and have been satisfied with its use: The results seem to show as follows: Computers held the high spot at 24% followed by both ipod and mobile at 21% , it is seen that Sony PSP claimed 19% and personal digital assistants (PDA) claimed 12 % of the proportion for satisfaction of use. Therefore, it could be said that by far, in the UK, as per the hypothetical survey that was conducted, the computer internet claimed the top slot for product and performance satisfaction. The final aspects considers the proposition that TV on the following mediums will be useful in improving the respondents' life style and standard of living: The results emanating from the survey showed as follows: The highest rankings were given to computer which claimed 36% followed by 19% from mobile phones , epodes and Sony PSP claimed 15 % and 11 % was claimed by digital personal assistants. Thus, it is seen that most of the respondents in this hypothetical case study has given high ranking to computers followed by mobile phones. Considering all the facts and figures that have been placed, regarding the market research plan that has been submitted for internet survey, it could be seen that the findings of the survey seems to reinforce the belief that internet computers have a large role to play in modern commerce. Considered the sample survey that has been considered as representative of an active population, and its results, it could be put forth that, largely, the determinants could be in terms of higher usage of this medium over other forms or devices. Conclusions: It is seen that accordingly to the facts and figures that have been made available in this study, the active role and partipation of internet computer technology forms the nuclease of any modern business or recreational need. However, its overuse can become a form of abuse also and in the process, it creates more harm than good. For one thing, it could veer children away from their educational and career pursuits and create addiction on a larger scale, which may require counseling and intervention if allowed to continue over a long timeframe. This televisions over the internet needs to be controlled effectively in order to develop and nourish individual capacities and in the larger contest of one's physical and psychological health. While it needs to be given the wider berth in the context of modern ecommerce aided business, it also needs to be controlled and managed effectively to build up a healthier regime. Bibliography Television promotions - What the Viewer Think, A Report of the Key Findings of a Qualitative and Quantitative Study. (2005). [online]. Ofcom: Office of communications: Last accessed 17 May 2008 at: http://www.ofcom.org.uk/research/tv/reports/promotion/viewers/promoviewers.pdf. Read More