Data Analysis of Music Industry

Questionnaire By Ben Morgan

Analysis of QuestionnaireBy looking at the data that I have collected from my questionnaire, it will allow me to get to know what my target market prefer when it comes to the CD Digipack. This will give me an insight of what aspects to include in order to entice my target audience into buying my product.

Question 1

Apart from three individuals, the majority of our target audience purchase their music on digital media platforms. From this I can infer that my audience frequently use advanced media technology which offer online shopping. This is a simple and money saving method of buying music which may be a reason why they purchase through digital platforms. Due to the development in technology this is an example of the uses and gratification model.

Question 2

The data collected on this question reinforces what was said about the previous question. 9 individuals signified that they prefer to get their music in a digital format rather than have a physical copy of the album cover. This could be due to the era they were bought up in as technology has a big impact on their lives and especially for the demographic aimed to the pop punk genre. However, for the other 3 responses this could have been an oppositional reading.

Question 3

The most popular price range that our target audience would be willing to pay is between £9 and £12. I can infer that this category may have got the majority of votes due to the demographic related to the audience suggests that they are working class, who is in a job that requires a lack of educational knowledge which reflects their background and childhood upbringing. For example they would stereotypically have jobs like: plumber, builder, semi skilled and unskilled manual workers. This could perhaps see them as people who like pop punk music and that is what they have relied on throughout their upbringing; which could be the reason for their use of violence and as its how they have been bought up to do. Not only that but they wouldn’t be seen buying expensive albums due to their insignificant income and also the ability to illegally download music without any charge. The is the reason why this price was the most popular as it is seen as a reasonable price.

Question 4

When seeing the response to this question in particular, it was no surprise to me to see that our target audience use social media ‘daily’ and ‘religiously’. This clearly shows the advancement of technology in the 21st century allowing people to be entertained, obtain information and interact with others. This also shows my audiences interest which has made me aware to feature something social media related in order to encapsulate our target audience for our digipack. Social media is the hyperdermic needle as this is where all the information is sourced from.

Question 5

It is clear that the majority of my target audience see advertisements via social media. This signifies the proliferation of social media as it is now one of the most demanding platforms of media. When creating my print-based product to advertise the new album, I will incorporate aspects that are seen on social media in order to attract my audience as I can clearly tell that this has a big impact on their lives.

Question 6 This wasn’t a surprise when looking at the responses to this question. The reason why is because this reflects the demographic style of the target audience - “explorer” or “struggler” psychographic. This is a relevant choice due to the fact that it is aimed at a younger demographic who live life through different experiences and individually and also be a confident, outgoing human being. From this, I now know that I should focus on including social media related statements on my digipack rather than magazine.

Question 7 The results were varied when it came to what conventions are most important to feature on an album cover. The album’s artwork came out on top with the most votes overall, implying that they would like to see abstract art which perhaps has a deeper meaning to it. Not only that but people would also like to visualise the band themselves on the cover. This may be because young adults are used to picturing images of the band on social media and advertisements.

Question 8

All of these comments related to the pop punk genre. It was clear that all of the responses knew the stereotypical image for punk rockers. This shows a dominant reading where the audience share the codes of their image and fully accepts the preferred meaning.