QUESTIONNAIRE ANALYSIS

Chanelle Asmah

INTRODUCTION

Before beginning the production part of my advanced portfolio I needed to find out who my target audience is and what where there specific interest when it came to films.

In order to maximise the appeal of both my trailer and magazine front cover, I compiled a questionnaire

I gave my out my questionnaires randomly which ensured that the results gathered expressed the views of a wide demographic.

My questionnaires where distributed to a total of 50 people. There were a total of 16 questions, the majority of these questions

were quantative, which made it easier for participants to answer but also for me to analyse. There were also a few qualitive questions which allowed me to have insight into a range of opinions.

The first few questions focused on the demographics of my participants, these means the results obtained cannot be generalized to the whole of society, but simply to the type of people who answered my questionnaire. All of these questions provide quantative data.

AGE OF PARTICIPANTS

16-24

25-34

35+

GENDER OF PARTICIPANTS

42

44

46

48

50

52

54

56

Female Male

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2. What age are you?It was found that 74% of those who responded to my questionnaire were between the ages of 16-24, while 14% were between the ages of 25-34 and the lowest percentage age group that responded were those aged over 35 with 12%.

3.What is your gender?It was found that out of those who responded to my questionnaire; 54% were female and 46% were male.

ETHNICITY OF PARTICIPANTS

0

10

20

30

40

50

60

70

Black British White British Asian British Other

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4. What is your ethnicity?

It was found that the majority of my participants considered themselves Black British with 64%, 8% white British and 5% Asian British and 5%considered themselves ‘other’.

The next set of questions go much deeper and are based on the opinions and preferences of participants. These questions can produce both qualitative and quantative data.

HOW OFTEN DO PARTICIPANTS WATCH MOVIES

0

10

20

30

40

50

60

Daily Weekly Monthly Not often

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What Genre Are You Most Comfortable With?

0

5

10

15

20

25

30

35

40

45

50

Comedy Romance Crime Sci-Fi Horror Other,Please

Specify

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5. How often do you watch movies?It was found that the majority of those that participated in my questionnaire watched movies monthly and very few watch movies daily.

6. What genre are you most comfortable with?

From those that participated in my questionnaire the majority of them preferred such love/romance movies. It was also noted that crime and Sci-Fi films were not very popular.

7. Do you like watching trailers? If so or not why? This question required participants to say whether or not they like

watching trailers and then to explain why. 45% of participants answered yes, 25% answered no and the remainder answered sometimes. However I was more interested with the reasons why so. Below is a snapshot of the different reasons given.

Yes, ‘As a child and even now, I am more entertained and eager to watch trailers of Hollywood flicks than the movies themselves. I like the way the trailers are made and presented’.

No, ‘I try to avoid trailers of films I already know I want to see because I want to see as little of it as possible before I actually watch the film’.

Yes, ‘I like the way trailers are put together and I am fond of parody trailers that really pull of the satire well’.

No, ‘I find them annoying as they aren't usually a true reflection of a film and instead are all the good bits cut down into a few minutes, I prefer to read about films online before watching them, I hate crap movies lol’.

8. Can you name a trailer you particularly enjoyed and explain why?

This question is in many ways similar to the previous question but instead asks to give specific examples of trailers they liked. It was found that my recipients gave examples of trailers covering a wide range of genres from Teen Rom-Com to action movies. Below are some of the answers I received.

‘New moon, I wanted to see more, and it looks like it lives up to the book...so far...and the wolf didn't look like someone in a suit lol’

‘Book of Eli, I am a fan of post –apocalyptic stuff and this trailer caters to my preferences and makes me want to go and watch it’

‘Precious, OMG I cannot wait to see that movie, everything about this trailer is just amazing, just cant explain it, unbelieveable I cant wait’

Familiarity Of British Film Directors

75

80

85

90

95

100

Danny Boyle Guy Richie Ken Loach

Series1Do You Read Magazines \?

Yes

No

8. How many of the following film directors are you familiar with?Out of the British Film Directors that I listed in my questionnaire the three best known were; Danny Boyle, Guy Richie and Ken Loach.

9. Do you read magazines? Approximately 80% of participants do not read Film Magazine, while a small minority do.

11. How often do you read Film Magazines?

Only 8% of the respondents read Film Magazines on a weekly basis, with 20% reading them monthly and a large 72% not reading them much at all. There is evidently a gap in a market which is why a significant number of people do not read Film Magazines.

12. Name some of the Film magazines you are familiar with

This question was left blank by the majority of my participants, which is hardly surprising as a large 72% hardly ever read film magazines. This could be due to an individuals lack of interests in this specific media. Nevertheless the few that did answer the question mentioned the following three film magazines.

EmpireSight and SoundTotal Film

to allow me to come up with ways of how I can make my own stand out amongst them.

13. Do you think Film Posters influence you to go and watch a film?

14.If so why?Some of the reasons behind this, given by the participants, are as follows;‘A picture is worth a thousand words, although the movie poster may reveal certain parts about the movie, it is very ambiguous and I would like to see and watch and have a deeper understanding of the movie’‘If the poster is good, then its likely that the film is good’‘Most posters have critical acclaim, so if it says on the poster that the movie is a 5* movie, it is likely to be true’

A total of 86% of participants said they believe film posters to have a significant influence behind whether they decide to go and watch a film or not.

15. What do you think makes an effective film poster.This question was answered relatively well by my

recipients. Below are some of the tips I received which I will definitely adopt when it comes to making my film poster.

‘it needs to have an image on it that may have a double meaning to get people thinking’.

‘it should have the famous actors names in bold as that gets people to go watch a film if their favorite actor is in it’.

16. How influential are the following forms of advertising in enticing you to watch a film? 1- Most influential 5-least influential

This area chart clearly shows the difference in ranges of preference in mediums of advertising for films. Film Trailers were by far of greater preference, followed by word of mouth.

Conclusion From my questionnaire I have concluded the following things that will

help me in the production of my Film Magazine and Poster. My target audience will be based around the age group 16-24 of both

sexes. It appears that this age group is more interested in my choice of genre and so therefore they will respond positively to my end product.

Posters were generally the most effective marketing method. This quite surprising as I thought word of mouth will surpass this. I will definitely take this into consideration and also conduct research on the typical conventions of a movie poster.

I have also taken note of the various opinions expressed by the recipients of my question – as to what makes an effective poster, why films influence them to go and watch a certain film, reasons why they enjoy trailers etc.