AdHoc – specialized media surveys
Regular media projects of TNS Latvia provide the answer to the questions: HOW BIG is your audience and WHAT are your readers, listeners, spectators according to different social demographic characteristics.
If you need an answer to the questions:
■ WHAT is the attitude of the people towards certain media?
■ WHY is your audience so big?
■ HOW MANY from your audience are attracted to your media and how many – to the competitive media?
■ HOW MANY spectators, listeners or readers can you get from the competitive media?
■ WHY do these people watch, read and listen to you?
■ WHAT should be done to make the audience bigger?
■ HOW MANY people have noticed your ad campaign? In which media channels?
■ HOW effective has been your ad campaign?
specialized media and advertising market research projects will help you find the answers to these questions.
The each special case needs appropriate research methodology – the way the research is done to find the answer to the question you are interested in or the solution of your problem. Quantitative or qualitative methods are used for each corresponding case.
The most often used quantitative methods are different types of interviews. They can be direct (face-to-face) computerized interviews at the respondent’s place (CAPI), postal interviews, computerized telephone interviews (CATI) or interviews with the help of internet (online interviews or CAWI). Usage of direct computerized interviews (CAPI) in case of necessity provides the possibility to use different visual materials – pictures, audio or video files, internet failes materials. Computerized telephone interviews (CATI) provide the possibility to get data quite quickly – if the situation is urgent it is possible to get operative information even in a week’s time.
In separate cases of mass media research qualitative methods can provide more useful information as they let you find out different views about the problem under research. Different qualitative research methods are offered to you – group discussions, tests, extended in-depth interviews.
Separate research methods are worked out just for research of mass media as a specific branch. They are pedestrian and transport flow measurements, as well as measurements of outdoor advertising effectiveness and supermarket television audience.
■ Press, radio and TV market research to define people satisfaction with some definite media and its content
■ Researches on attraction of media consumers to some definite media and its competitors
■ Researches to make measurement data of some regular audience more precise and definite
■ Evaluation of press edition content, radio and TV program
■ Questionnaires of subscribers of press editions or TV channels (for charge)
■ Researches on people habits when choosing mass media
■ Researches on people attitude towards changes in the content and design of some mass media
■ Researches on attitude towards the implementation of new services in mass media and telecommunications
■ Comparative and analytical researches on mass media development in Latvia
■ Researches on outdoor advertising audience
■ Researches on supermarket television audience
■ Researches on advertising recall
■ Measurements of advertising effectiveness
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