Mktg 2010 - Marketing Assignment

MKTG2010

Data Analysis

Neppalli Roja (C3193987)

Table of Contents

1. 1.0 Qualitative Analysis        2

1.1 Key Themes        2

1.2 Interpretation of Theme 1        2

1.3 Interpretation of Theme 2        3

1.4 Data Display        4

1.5 Verification via Secondary sources        5

1. 2.0 Quantitative Analysis        6

2.1 Respondent’s profile        6

4.2        Test of Difference        6

2.3 Test of Association        8

1. 3.0 Conclusion and Recommendations        10

3.1 Summary        10

3.2 Discussions        10

3.3 Recommendations        11

3.4 References        12

1. 4.0 Appendix        13

Appendix A        13

Appendix B        17

Appendix C        18

Appendix D        20

Appendix E        21

Appendix F        23

Appendix G        24

1.0 Qualitative Analysis

1.1 Key Themes

There are three main themes recognized from the given focus group transcript. These first two themes are more relevant to the MROs in comparison with the third theme. The themes are:

1. The entertainment received from watching Reality TV Shows (Highlighted in Red)
2. The authenticity of the program in the Reality TV Shows (Highlighted in green)

                                                                         (Refer to Appendix A)

1.2 Interpretation of Theme 1

Theme 1: The Entertainment received from watching Reality TV Shows

The entertainment received from watching reality TV shows is the first key theme that will be discussed in this report. According to the respondents from the given focus groups, the intention of this reality show is to serve entertainment value. The respondents enjoy when the participants ‘run around in front of the camera’ or the difficulties they will face to ‘win the competition with attractive prizes’ are the interesting points to make the show successful.

        Moreover, some suggestions by the respondents is to add ‘elements of excitement, adventures and unpredictable development/results’ and few features with ‘skills and techniques and ideas’ to ‘add excitement to the program’. However on the other hand, some also suggested that watching reality show is ‘extremely boring’ and ‘could not be bothered’ about it. They also believe that they is only one aim for ‘entertainment value’ from these reality shows.  

1.3 Interpretation of Theme 2

Theme 2: The authenticity of the program in Reality TV Shows

The authenticity of the program in Reality TV Shows is the second key theme that will be discussed in this report. The result of the transcript has defined that the respondent have multiple point-of-view and interest in identifying the validity of the reality TV shows.

        Firstly, according to most of the respondents the reality TV show is a ‘set-up right from the beginning’. The show participants are ‘selected carefully’ and they does not reflect ‘ordinary people that we meet’ in the everyday life. Some even reflect on the participant’s appearance saying that they are ‘very good looking’ and get their ‘profile checks’ before entering the show. They defined these participants as ‘perfect’ compared to normal individuals. Thus, proved that the respondents view the reality TV shows as something not real.

Furthermore, the actions done by the participants are not natural, it is directed by the producer who leads the show. The responses like ‘to some extent it is created’ and ‘some kind of acting is inevitable’ and ‘everybody is simply playing roles’ from the respondents accentuates that the show is ‘appear to be fake’. Also the majority respondents consider that ‘some scripts, some acting or events’ are the cause of the lack of authenticity of the reality shows.

1.4 Data Display

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1.5 Verification via Secondary sources

Television nowadays have become very popular and influential. Through television, people can get an opportunity to experience the different places and things they might have not experienced. According to Peek (2014), reality shows are attracting the audience on everyday basis. It bound of have both positive and negative impacts (Peek, 2014). Nabil et al. (2013), stated that there are 3 type of viewers: regular viewers – who watch because they found the show interesting, Casual viewers – they watch because they were bored or they enjoy watching another’s life and the emotional viewer – watch because they we bonded by these reality shows (Meti, 2014).