Question

Topic: Student Questions

Design Market Research For Filming School Set Up

Posted by Anonymous on 11/17/2009 at 9:54 AM ET 250 Points
I would like to start a private writing and filming school in Zimbabwe. I would like help with how to carry out a market research on whether the need is actually there. There is no formal school for this in the country although they are studies in media and theater arts in colleges and university. Many of the actors and players in the small television industry in the country are self taught and i am not sure whether people will find it worthwhile to go to formal training for this.
I am not sure whether i should target college students for the survey in a self administered questionnaire. I could also do online surveys but it would not reach a broader audience in the country. I think in the survey i would like to know whether people think its worth it, what they would be willing to pay for it and what would motivate one to attend such a school.
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RESPONSES

  • Posted on 11/17/2009 at 11:14 AM Accepted
    In order to get started, your best bet is to probably conduct some exploratory, qualitative research with two target audiences.

    One target is college students who attend schools that offer these classes. By conducting some one-on-one interviews with them, you could find out how well-prepared they feel they have been through the schooling they have received, what gaps there are, what they would look for in additional training, if it would be necessary, primary areas on which it should focus, etc.

    Your second target group could be people who are relatively new to the profession - those who have been working it for 3 years or less. Not only could they shed insight, through these interviews, on what additional formal training might help, or if it would be necessary to them, but how they got started, what additional training might have given them an advantage, if experience should proceed additional training, etc.

    Targeting these two groups through this type of qualitative study will help you get a better understanding of their needs, the value they might place on such training, the benefits they might seek, and some motivators. Once you've got that information, you can conduct some quantitative research to see which positioning strategies might work best and also to observe some sensitivity to some pricing models.

    Hope this helps!
  • Posted on 11/18/2009 at 6:23 AM Author
    Thank you. this is really insightful and will incorporate it.
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