Survey ResultsAudience Research

Survey Results Analysis

Question No.1 – What is your gender?

Collecting my responsesI had a total of 43 responses on my survey. I achieved these initially by asking classmates, friends and family to complete my survey. I then posted the link to my survey on Blackboard followed by Twitter and Facebook. I received the most responses

through the link posted on Facebook. The links posted took all participants to the same page of my survey. In this presentation, I have screenshotted and analysed results and explained my findings.

I received a full 43 answers to this question and I will use the answers to categorize the more advanced question results. I posted this link on social media etc. so I was expecting to receive a reasonably balanced range of answers. 30 of the participants were female which equates to 69.77% of the results and 13 of the participants were male, giving a percentage of 30.23%. Due to the rather high number of 42 participants, I believe the 30.23% of males still gives me a good representation of a male point of view however if the number of responses was smaller I think I would have had to find other ways to receive more male responses. This is because I wanted the data to be as even as possible. Also, as expected, I received no participants selecting the ‘other’ answer. This made it easier when analysing results to just categorise into the two standard options; male and female. I will average my results out to give the best possible image of what each gender wants and thinks about the music magazine industry.

Question No. 2 – What is your age?

I received again a full 43 responses to this question. Participants only fit into 4 of the 6 categories with 2 not fitting any of the participants in. I predicted I would receive the most answers in the first half of the options mainly due

to the fact I have more people on social media etc. that fit into the younger age categories. I received 36 participants (83.72%) out of the 43 which fitted into the 16-19 age range. The second most popular choice was the 40+ category in which 4 participants (9.30%) selected. 2 participants (4.65%) fitted into the 20-24 category and 1 (2.33%) into the 35 to 39 range. These results will specifically help me choose the target audience for my magazine. The distribution of results will help me to choose whether I have a reasonably wide age range or a narrower range. Looking at these results I know I am going to aim my range around the 16 to 24 mark.

Question No. 3 - Would you prefer to read a weekly, monthly or annual issue?On this question I received 42 responses out of a possible 43. This small anomaly wont affect the findings I receive from these responses. I personally would of

On this question I received 42 responses out of a possible 43. This small anomaly wont affect the findings I receive from these responses. I personally would of chosen the monthly option and I predicted most people would due to the popularity of existing monthly magazines. I received a majority of 30 responses in the monthly answer, followed by 10 in the weekly answer and 2 in the annual answer. These answers have made it easy for me to choose an option for the frequency of my magazine and allowed me to get a good representation of when the readers will be willing to buy the magazine which helps me shape the rest of the magazine.

Question No. 4 – What genre of music do you like to read about?I received 43 responses to this question. I wasn’t sure whether to expect every participant to answer this question due to the way it is laid out, it requires the participant to write their own answer rather than selecting from a range of multiple choice answers. I was expecting a wide range of answers to this question due to the open format. I predicted I would receive a large number of responses who

chose more commercial, mainstream genres such as pop and current chart music. In this answer there was 3 genres which proved to be the most popular. The most popular choice was Pop. Pop is probably the most mainstream, current genre so I was expecting to receive a high number of answers stating this genre as their preferable choice. The second most popular choice was Indie music and the third Rock. There was also a few less popular answers, for example, Dance and Electronic. These answers have reassured me that the genre I was initially thinking of doing, which was Indie, will work well with readers and the genre will be a popular choice. The answers I was expecting the most were the answers that chose pop, a reason for this could be the fact that the majority of music magazines out there now are heavily circulated around the pop genre. I am pleased their wasn’t a wider range of answers because that would of made decision making and analysing the results harder as I would have had more options to consider and choose from rather than just choosing and reading from a select few.

Question No. 5 – Please rank what you would prefer to read aboutThis question required the participant to rank the options between 1 and 6, 1 being the most favourable and 6 the least favourable. SurveyMonkey, the platform in which I created my survey, collects the results together and turns the responses into a score. The higher the score, the more popular the choice. The highest scoring option was Artist’s lives followed in chronological order by Artist interviews and Live music reports. Features and Local News both scored the same with Music reviews scoring the lowest. I believe the most common option in existing music magazines is Artist interviews as most issues, if not all, feature some kind of interview with an artist linked with the brand. I expected this to score as one of the highest answers due to this however not the highest as people may be bored of reading the same form of article and may be more interested in a different choice. Music reviews, in which scored the lowest on my survey, was something I was looking to include in my magazine just because they would be something I personally would enjoy reading about. The 2 or 3 most popular choices will definitely have a slot in my magazine and then taking into consideration the composition, style and layout of the magazine, I will further decide whether I want to choose any more options to use in my magazine.

Question No.7 - How much would you be willing to pay for a magazine of your chosen genre?

Question No.6 – How do you listen to your music?

This question gained a full total of 43 responses. The most popular option was participants listening to music through a music subscription. This option was selected by 20 participants (46.51%) which shows that music subscriptions are predominantly popular and take up nearly 50% of the responses. The second most popular option was through digital downloading, taking up 19 responses (44.19%) The least popular option was through buying physical copies which only resulted in 4 responses (9.30%). The two digital options completely cancel out buying physical copies due to their popularity. These results show me if I wanted to include a freebie in my magazine it would benefit me a lot more if I included an interactive freebie rather than a physical freebie.

This question gave me 2 popular answers. These two answers were took up 23.26% and 34.88% of the results. The answer that took up 34.88% of the results was the £2.00 to £2.99 option which gained 15 responses. The answer that took up 23.26% of the results was the £3.00 to £3.99 option, this produced 10 responses. The other options all tend to have a similar popularity. I was expecting the £3.00 to £3.99 option to be one of the most popular because the price range represents the lower end of the average music magazine price. Taking this information, I know that people would rather pay a mid-range price rather than the cheapest price for a magazine if they receive good quality. When choosing the price for my magazine, I will keep the range around the £3-4 mark due to the popularity in the options and existing prices.

Question No.8 – Would you be willing to subscribe to an online edition of the magazine?

This question, although there is a small range in between the two answers, shows the majority of participants would be willing to subscribe to an online edition of the magazine. There were 24 (55.81%) responses to the yes option and 19 (44.19%) responses to the no option. These results will help me when deciding what features I will include in my magazine, e.g. an online subscription 3 month package.

Question No.9 – What unique feature would you look for in a music magazine?I received a total of 38 responses to this question out of a total 43. I wasn’t expecting every participant to answer this question because of the open style of question and how it wasn’t the most easy to understand out of all the questions on the survey. I have screenshotted the results of those genuine answers and removed 3 or 4 of the same repeated answers. One of the most popular answer choices is those including the aesthetics of the magazine. Some examples are as follows; simplistic design, photos and colours. The idea of a simplistic design is an idea I have wanted to work with ever since I began market research. This is because I believe that a simplistic style of magazine is unique in itself and different to the rest of music magazines in which most are usually crammed full of information, features etc. I also picked up on unique article features that I would like to include in my magazine such as; tour dates, unique chartings and the history of music genres. A lot of the responses included recommendations of freebies. I am going to include a freebie in my magazine so these results and results of previous questions have helped me to think of how I can incorporate a unique freebie into my magazine rather than something stereotypical such as a free t-shirt.