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Chelsey
Compton
QUESTIONNAIRE
RESULTS
In order to find out what my primary target audience expected from a new Hip-Hop magazine I created a questionnaire, which I then undertook on the general public. I did this via random samples and focus groups. This presentation shows the results of my findings.
I chose to do a questionnaire as it is a good form of Primary research which is done quickly and effectively, however social desirability may have occurred which may have made my results invalid to stop this occurring I tried to not give -away signs for favourtised answers and I ensured that there was no violating personal questions involved.
The results which are shown on this presentation are the opinion of my target audience (as well as some above and below my age range) therefore produce an accurate message as to what my magazine should involve.
PURPOSE, AIM AND METHODOLOGY
Here you are able to see a majority of the people which I asked are between 15 and 20 therefore perfect for the age range of my targeted audience. This means a majority of my audience will sti l l be relying on their parents, and will not have mortgages, marriages or other forms of big payments that they have to pay for.
The results show that I have a 50/50 split in gender therefore can be aimed at both genders therefore can be successfully aimed at both males and females.
AUDIENCE PROFILE (PART 0NE)
50%50%
Gender
Female
Male
01234567
Under
15
Years
15-17
Years
18-20
Years
21-23
Years
24-26
Years
27-29
Years
Over
29
Years
Nu
mb
er
of
Pe
op
le
Age of Person
Age
AUDIENCE PROFILE (PART TWO)
02468
Nu
mb
er
of
pe
op
le w
ho
liv
e
the
re
Town
Town of Residence
• These results show that a majority of my audience live in
Harlow therefore when advertising my magazine I would
ensure a large majority of the advertisement was centered
in Harlow and Stortford to satisfy the audience.
• Results also show that 78% of my audience theoretically
have free-time as they are students, unemployed or in part-
time employment therefore they would not have a lot of
disposable income therefore my magazine would need to
be a suitable price range. Also due to the free time the
hobbies may be very important to them.
• The hobbies table shows listening to music is the main
hobby therefore I need to make sure that that is
incorporated into my magazine somehow.
35%
30%
22%
13%
Chart TitleStudent
Part-Time
Employment
Full-Time
Employment
Unemployed
02468
101214
Nm
be
r o
f P
eo
ple
Hobby
Regular Hobbies
The resul ts f rom my quest ionnaire show
that a major i ty of the people asked buy
Vibe magaz ine therefore I need to use th is
magazine as a sty le model and t r y to
mimic the sty le and layout of the
magazine, however i t ’s impor tant to
remember not ever yone bought V ibe
therefore I need to look at other
magaz ines too such as Hip Hop Weekly for
inspirat ion.
The resul ts a lso indicate that a major i ty
of my audience buy one - two magaz ines
regular ly ever y month , therefore I need to
make sure my magaz ine stands out f rom
others so that i t i s purchased regular ly.
There is a lso a h igh percentage of my
audience who say they don ’ t regular ly buy
any form of music magaz ine monthly
therefore I need to ensure my magaz ine
ent ices my audience to buy i t v ia the
features involved and g ive -aways etc .
MEDIA PURCHASING HABITS (PART ONE)
0
2
4
6
8
10
Vibe Hip Hop
Weekley
XXL On the go NME None Nu
mb
er
of
Pe
op
le
Magazine
Alternative Magazines Regularly
Purchased
012345678
None One-Two Three-Four Five-Six More Than
Six
Nu
mb
er
of
Pe
op
le
Number of Magazines
Amount of Monthly Magazine
Purchases
These results show a high percentage of the audience buy their magazines from a Supermarket therefore I would need to ensure my magazine was on sale at al l major supermarkets in the selected town (Harlow) to ensure it was easily accessible to the audience, with added bonus that i f most people get their magazines from a Supermarket and my magazine is on sale in the same place then the customer may pick -up my magazine as well i f i t stands out from others on sale.
MEDIA PURCHASING HABITS (PART TWO)
0123456789
Nu
mb
er
of
Pe
op
le
Place
Place of Magazine Purchases
This chart clearly shows
that there are two main
features which were
favored. Therefore I need
to decide which one will
be my double-page
spread, however I will
make sure the other one is
involved/listed on my front
cover as a cover line so
that it will still meet the
audiences preferences and
needs.
PERSONAL PREFERENCES
0
2
4
6
8
10
12
14
16
Nu
mb
er
of
Pe
op
le
Type of Feature
Main Magazine Feature
Preference
I will ensure that there
is free headphones
available with the
magazine as this is the
most frequently
liked, however as
iTunes is the next most
liked offer I may have a
competition advertised
to win iTunes vouchers.
However this may prove
dif ficult as a majority of
people said they would
only pay between £2-
£2.50 for the magazine.
PERSONAL PREFERENCES 2
0
2
4
6
8
10
12
Nu
mb
er
of
Pe
op
le
Offer
Offers Which Would Attract
Purchases
55%30%
15%
Suggested Price
£2.00-£2.50
£2.50-£3.00
£3.00-£3.50
The most favoured magazine
front cover here is VIBE with
Nikki Minaj on the
cover, therefore this will be the
graph I follow the most.
It is clear to see the main
reason people liked the cover
id due to the mid-
shot, therefore I will ensure I
use a mid-shot, and I may have
a white background as this is
also another liked feature.
PERSONAL PREFERENCE: FRONT COVER
30%
60%
10%
Front Cover
Preference
XXL
VIBE(Nikki
Minaj)
VIBE(T.I)
00.5
11.5
22.5
33.5
44.5
Nu
mb
er
of
Pe
op
le
Feature
VIBE(Nikki Minaj) Magazine
Favoured Features
The most favoured screen shot is the three shot, closely fol lowed by the mid-shot, therefore I wi l l use one of these for my ar t ist shot. It is clear that a white, clean background is preferred therefore I wi l l use a smooth background image to ensure my audiences needs are met.
PERSONAL PREFERENCE: FRONT COVER
2
0
1
2
3
4
5
6
Nu
mb
r o
f P
eo
ple
Feature
XXL Magazine Favoured Features
0
0.5
1
1.5
2
2.5
Nu
mb
er
of
Pe
op
le
Feature
VIBE(T.I) Magazine Favoured
Features
00.5
11.5
22.5
33.5
44.5
Nu
mb
er
of
Pe
op
le
Feature
VIBE(Nikki Minaj) Magazine
Favoured Features
For my magazine product I believe that my magazine will be
aimed for people aged between 15-20, with plain backgrounds
and dif ferent features mentioned.
I propose to have my magazine at a price of around
£2.50, this is because a majority of people said they would
pay between £2-£2.50 however they wish for headphones to
be given out therefore I would need the funding to allow this
to happen.
CONCLUSION & PROPOSALS
http://www.google.co.uk/search?hl=en&q=vibe+magazin+e&b
av=on.2,or.r_gc.r_pw.r_qf.&bvm=bv.41867550,d.d2k&biw=12
80&bih=541&wrapid=tlif135971336246210&um=1&ie=UTF -
8&tbm=isch&source=og&sa=N&tab=wi&ei=WZQLUdOcKuOV0Q
XeioC4BA
BIBLIOGRAPHY