Research project into film audiences - questionnaires and proposal

Quantitative questionnaire:

1) How old are you?
[ ] Below 12
[ ] 12 – 20       
[ ] 21 – 30       
[ ] 31 – 40
[ ] 41 - 50     
[ ] 51 – 60       
[ ] 61 – 70
[ ] 71 +

2) What gender are you?

[ ] Male

[ ] Female

3) How many times do you go to the cinema? (Select one)

[ ] More than once a week

[ ] Once a week

[ ] Once a fortnight

[ ] Once a month

[ ] Less than once a month

[ ] Once a year

[ ] Never

4) Who do you like to visit the cinema with? (Select as many as apply)

[ ] On your own

[ ] With partner

[ ] With husband/wife

[ ] With friends

[ ] With family

5) Which genres of films most attract you as a viewer? (Select up to 4)

[ ] Action

[ ] Adventure

[ ] Horror

[ ] Romance

[ ] Comedy

[ ] Crime

[ ] War

[ ] Science fiction

[ ] Fantasy

[ ] Drama

[ ] Musical

[ ] Other (please state) .....................................................................

6) Where do you find out about the films that you watch at the cinema? (Select as many as apply)

[ ] Word of mouth

[ ] TV

[ ] Newspapers

[ ] Magazines

[ ] Radio

[ ] Billboards

[ ] DVD and Cinema trailers

[ ] Internet

7) When at home, how do you prefer to consume your films? (Select 2)

[ ] TV broadcast

[ ] Computer/ Laptop

[ ] Internet

[ ] DVD

8) Do you prefer to:

[ ] Hire your DVDs

[ ] Buy your DVDs

9) Which cinemas do you most prefer to visit? (Select 2)

[ ] Vue cinemas

[ ] Odeon cinemas

[ ] Cinema city

[ ] Hollywood cinemas

[ ] None

Qualitative questionnaire:
1)      How old are you?
.........................................................................................................................................
2)      Are you male or female?
.........................................................................................................................................
3)      What is your marital relationship status?
.........................................................................................................................................
4)      Approximately how much money do you like to spend for one person when visiting the
cinema? (On tickets, food and drink etc.)
......................................................................................................................................
5)      How many times do you go to the cinema in a month?
.........................................................................................................................................
6)      Who do you like to go to the cinema with?
.........................................................................................................................................
7)      When visiting the cinema, what certificate of films do you view the most and why?
.........................................................................................................................................
8)      Do you have a job? If so, is it part-time or full time?
.........................................................................................................................................
9)      How do you hear about the films you see at the cinema or on DVD? (TV, internet, radio,
word of mouth etc.)
.........................................................................................................................................
10)  What genres of films attract you the most and why? (action, adventure, romance, comedy etc.)
.........................................................................................................................................
11)  How do you prefer to watch films and why? (cinema, DVD, internet etc.)
.........................................................................................................................................

Proposal:
I am going to send the two types of questionnaires to people of all ages and genders, so as to get a large range of different participants rather than one age group or one gender. I am going to split the group of participants in half; one half completing the quantitative questionnaire and the other half completing the qualitative questionnaire. To do this i will use random selection.

The questionnaire will be sent via email to the participants. This will keep the process easy and simple, as it will be made easy to complete, quick to send out and quick to receive the completed version. It is a much simpler method than, for example, posting the questionnaires.

By conducting the questionnaires, I want to find out which genres are the most popular, which method of viewing is the most popular, and which method of finding out about the film is the most popular. More specifically, I want to find out how, and if, the different audience segmentations affect and change the marketing of films and the exhibition of films by first assigning each participant a category of audience and then asking them questions about the 2 topics. I want to find out which audiences prefer which genres of film, how the different audiences prefer to view their films, and how the different audiences find out about the films they watch.

I want to find out if there is a trend to how the different audiences prefer to watch the film and how they find out about the film. I’d also like to find out if the trends discovered are expected by making several generalising predictions.

My predictions:

·         Male audiences will prefer to watch the thriller, horror, action adventure, crime, gangster, war and science fiction genres.

·         Female audiences will prefer to watch the romance, romantic comedy, drama, musical, “chick flick” and fantasy genres.

·         Younger audiences will generally prefer action thrillers and horror films, with certifications of mainly 12 and 15.

·         Older audiences will generally prefer comedy, and romance films of an older certification (15 and 18).

·         Teenage audiences will prefer to watch their films at the cinema, due to discounts like student and teen tickets being cheaper, more spare time, and their desire to watch films with their friends.

·         Adult audiences will prefer to watch their films on DVD or TV, due to lack of time to get out to the cinemas, and having more money to spend on expensive DVDs.