Chapter 4: Marketing Research
E-ACTIVITY: MEDIA RESEARCH (p. 148)
Activity: Analyse Television Viewing Behaviour
One of the most important and most expensive mediums used to attract
consumers is television. Before using this medium, the marketer must be
sure that it will reach the largest number of consumers for the least
amount of cost. Not only must the marketer know what market this media
reaches, but he or she must know when, and what station or network will
attract the largest target market.
In this activity, you will find out how your favourite television program
rates and learn about one of the most notable market research companies,
Nielsen Media Research, and how they conduct quantitative research.
On a piece of paper, write down your favourite television
program for each day of the week using a form similar to the one below.
to download this organizer.