| Lucy, we really need to get working on this marketing assignment. |
| We've only got five weeks left to the end of term to design it, |
| carry it out, and then write up the results. |
| Sure. Well, let's get started right now. |
| Let's go over the instructions. |
| What exactly do we have to do? |
| Well, it says here we have to look at one area of the entertainment industry. |
| There's a list of the different types. |
| What are they? |
| Music, cinema, theatre, sport, and eating out. |
| Is that all? |
| Looks like it. |
| So we choose one branch of the industry |
| and then we look at how two different groups of people use it? |
| Is that right? |
| Yes. |
| And do we have to use any particular method to get our data? |
| Can we mail out a questionnaire, or do face-to-face interviews, or maybe even observations? |
| Well actually, it looks like we don't have a choice. |
| We have to do telephone interviews. |
| Okay, so at least we don't have to waste time deciding between the different methods. |
| Yeah, that's right. |
| Oh, and the other requirement is the number of interviewees. |
| Not too many, I hope. Ten? Twenty? |
| Well, we have to do two groups, remember, |
| and it looks like we have to interview fifteen for each group. |
| That's thirty altogether then. |
| It's going to take ages. |
| Yes, but remember we're working on this together, |
| so we'll only have to do fifteen each. |
| Okay, so those are all the requirements? |
| Yes, looks like it. |
| So, first, which area are we going to choose? |
| My preference would be cinema, since that's where I spend most of my money. |
| Hmm, I don't think that's such a good idea. |
| I don't think there are huge differences in the market there. |
| I mean, you get young and old, male and female, rich and poor... |
| all going to the same movies. |
| Yeah, maybe you're right. |
| Let's make it music then. |
| Right. |
| So, what two groups will we compare and contrast? |
| Male and female? |
| No. |
| Most of my female friends like the same music as me. |
| Different age groups would be much more likely to show up differences, I think. |
| Yeah, I suppose you're right again. |
| I'll take some notes, shall I? |
| So... Age Groups. |
| What do you think? |
| Maybe 25 or under for one group, and 45 or over for the other group? |
| That should show up differences. |
| Right. |
| Okay. Next. |
| How about the kind of music they like? Let's give them some choices and then we can just tick boxes. |
| Okay. Let's have pop, jazz, folk, easy listening... |
| What else? |
| Well, we should include classical. |
| Some people like it, you know. |
| Okay. |
| And then we should have how they listen to music. |
| The medium. Right. Let's include radio, CD... |
| and then I guess there's TV. |
| What about concerts? You know, in pubs and halls. |
| Oh yeah, we should include live music of course. |
| Okay, we're on a roll now! |
| Next point could be about where they actually get their music. |
| You mean like, do they buy it in music shops, or department stores? |
| Yes, or download it from the Internet. |
| Right. That could be for recorded music. |
| Then we need another section for live music. |
| Where do they go for that? |
| Okay. Let's say disco, pub, club, concert hall... |
| Or opera house! |
| And I guess we should include karaoke bars. |
| Not many of them in this city! |
| Okay. We'll leave that out then. |
| So, what's left to do? |
| That's it. |
| Well, now we can make a time-scale for doing it. |