How Market Research Shaped The Network

Explain how Diane in the movie Network used market research to shape the network.

In the movie Network, Diane was very focused on market research and having the highest ratings possible for the Howard Bernstein Show. All of the network staff wanted to see high ratings and the highest level of success achieved. At first the show caused a lot of controversy and therefore, caused high ratings. At that point, the majority of the corporate network staff was fully behind the show and decided to keep it on air, no matter how offended the public was. The show caught on and achieved incredibly high ratings for a good period of time. At the downfall of the show, the controversy was gone because the concept of the show had been worn down and overplayed. The numbers and ratings showed that the show was beginning to see a downfall. Diane and the network then decided that the show needed to be taken off air. Instead of cancelling the show, the network decided to increase ratings once again by killing its front man, Howard Bernstein. The staff knew that this would up the ratings for that episode and would create enough controversy to become popular again - allowing the plot to change and focus on a new character.

8 Steps

The purpose of this survey is to prove the hypothesis. Hypothesis: Offering full-service or dual-service packages will seduce spa visitors into spending more money. The survey is to be given to all kinds of people at the Hard Rock Hotel. People heading to the pool, on the casino floor and at bars/lounges will all be participants in the questionnaire. The questionnaire will be given to both men and women, over 21 years of age.

1. Decide whether to use a probability or non-probability sampling method.
Non-probability

2. Define the target population.
Hard Rock Hotel/Casino Visitors

3. Select a sample frame.
Irrelevant to nonprobability samples

4. Identify the sample unit.
People (households & businesses do not apply)

5. Plan the procedure for selecting sample units.
Interviewers will be asked to select random adults. Anyone who looks younger than 21 should not be approached for this survey. Inebriated and/or incoherent prospects should not be surveyed. This will keep the survey safe from unnecessary sample bias.

6. Determine the sample size.
Only fifty questionnaires will be given out for the purpose of the project.

7. Draw the sample.
Sample size is 5 according to the calculator on www.surveysystem.com/sscalc.htm

8. Conduct the fieldwork.

Survey Questionnaire

What would it take to seduce you into utilizing more spa services? A more relaxing experience? Packaged deals? More time in your session? This is exactly what we are trying to find out, here at Reliquary Spa. Located inside the Hard Rock Hotel in Las Vegas, Nevada, Reliquary wants to know what conveys you to visit the spa and how your experience can be enhanced. Please take the time to fill out this simple questionnaire and receive a small, surprise gift.

1. What service are you most interested in when visiting a spa?
a. Massage/Facial
b. Personal (Waxing, Tanning, etc)
c. Other (please specify):

2. During your spa visits, how much have you spent in the past?
a. $50 - $100
b. $100 - $150
c. $150 - $200
d. $200 or more

3. What service would you like to receive but have not tried?
a. Massage/Facial
b. Personal (Waxing, Tanning, etc)
c. Other (please specify):

4. What salon services interest you?
a. Pedicure/Manicure
b. Hair Cut/Style
c. Make-up/Make over


5. Would you be interested in personal training sessions or salon services after your spa visit?
Yes
No

6. Would you be interested in a full spa service package?
Yes
No

7. If no, what could persuade you?





Through answering these few, simple questions, you will not only help us boost the experience of Reliquary visitors but also receive a free ten minute neck massage. Tips are highly encouraged. We greatly appreciate your time.

EOC: Tax Cuts

When it comes down to it, tax cuts do not affect most Nevadans, only the rich ones. The question asked by the survey asks Nevadans if they want their taxes to be cut. The correct question would be “Would you like for the wealthy to receive tax cuts?” The information given by this survey is misleading. The tax cuts did not accomplish their goal.

“Asked whether they wanted the tax cuts to expire or to continue, 61 percent said "continue" and 29 percent said "expire," in the poll taken this week by Mason-Dixon Polling & Research for the Las Vegas Review-Journal and 8NewsNow.” (Nevadans Say Income Tax Cuts Should Stay. STEVE TETREAULT. Stephens Washington Bureau.)

Tax cuts do not affect the typical American and did not accomplish what they promised. This survey is incredibly misleading because it caused Nevadans to feel that they were benefitted by tax cuts that were never beneficial. The Heritage Foundation has stated that the Bush tax cuts led to the rich shouldering more of the income tax burden and the poor shouldering less; while the Center on Budget and Policy Priorities (CBPP) claims that the tax cuts have conferred the "largest benefits, by far on the highest income households.” The underlying policy has been criticized by Democratic Party congressional opponents for giving tax cuts to the rich with capital gains tax breaks while acknowledging some benefit extended to middle and lower income brackets as well.

In late July 2010, analysts at Deutsche Bank said letting the tax cuts for those earning more than $250,000 expire would greatly slow economic recovery. However, Treasury Secretary, Timothy Geithner, said that allowing the expiration would not bring a slowing. The Obama administration proposed keeping tax cuts for couples making less than $250,000 per year. Economist Mark Zandi found that making the Bush tax cuts permanent would be the second least stimulative of several policies considered.

EOC: Big

Big is a film about a 13-year-old boy who takes on a 30-year-old man’s body (Tom Hanks) for some period of time. In the film, he becomes a toy tester for a company called MacMillan toys. He becomes very popular within his company as his boss’s favorite employees. His coworkers, however, find it difficult to like him because of his quick promotion in the company. These employees do not realize or understand that he is really a 13-year-old boy.

At the toy company, toys and toy ideas are tested on children as well as adults. Several research methods are demonstrated in the film. The most obvious being focus groups. The focus group consists of many children who get to play with toys and express their ideas and opinions about them. Tom Hanks’ character becomes the most valued opinion because he still thinks like a kid. Much product research is also conducted, as well as longitudinal research. This takes ideas from children and the company’s employees and builds them, eventually creating a toy to go into production. The company uses demographic selection and other good research techniques but the information they supplied was used in the wrong ways. They had lots of great statistics that were ineffective for designing childrens' toys. Brainstorming is another effective research method used in the film. By simply sampling prototype toys in a conference room, bigger and better ideas are put into work.

The gist of the film encourages adults not to lose touch with their child-like qualities. See, by becoming working adults, many of the employees get so into their jobs and earning money that they lose sight of what their job actually is. At the toy company, many employees focus on research results and studies and surveys of what people want – they forget that a toy is just supposed to be fun to play with. The focus group is the best research method for a toy company, in my opinion.

EOC: What I'm Expecting

From Principles of Marketing Research I expect to gain knowledge and skills to conduct beneficial market research. I also expect to learn about different types of marketing research and different ways to conduct it, as well as, how to analyze results to benefit a company. I also expect to learn how to present marketing research results to a company and/or client. I should complete this course with the following abilities:

1. Gather, record, and analyze data related to the marketing of goods and services.

2. Relate the development of market research techniques to a historical context.

3. Compare and contrast market research options and apply them to a planned campaign.

In this class, I expect to maintain a blog and twitter account every day. I will show up to class every Wednesday night ON TIME, not a minute later. Having had Mr. Pinto several times in the past, I know that this is a lot of work but will work hard to keep up with the course and all of its assignments.

From this 10-week course I expect to gain factual knowledge that will help further my career in both fashion and fitness. I would like to learn how to conduct and analyze proper research in order to gain clientele and increase sales/activity. I would also like to learn how to put all of this knowledge into my career. I strongly feel that the knowledge and skills I gain from this class can help me to further my career, as well as become a greater asset to my employer.