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Class: MS1001 DA
Group 6
Qiya Ng 107185H
Muztaffa Bin Mohammed Hamid 103035K
Dian Melissa 103765G
Nurul Husnina Azhar 103820N
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First broadcast inAustralia and Europe onSeptember 1997
The channel currently reaches 240 million households in164 countries worldwide
Features mainly non-fictional, factual programming genres:
Natural disasters Science/Engineering Wildlife Travel/Society National History
National Geographic Channel is run by FOX International Channels
Has begun to launch a number ofsub-branded channels ininternational markets, such asNat Geo Wild, Nat Geo Adventure, Nat Geo Junior, and Nat Geo Music.
Introduction
Commercially abbreviated as Nat Geo
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To understand the position of the National Geography Channel in Singaporeanaudiences minds and the profile ofits audiences in Singapore.
To understand the market ofdemographic group under 25.
To find out which program genre is most appealing to each demographic groupofSingaporean viewers.
To find out what audiences feel that the National Geography Channel canimprove in (programming/scheduling).
To find out extent ofattention audiences give to advertisements aired in themiddle of/between programs.
To help National Geography Channel determine if theirprogram schedulingtactics are effective or not.
To determine ifanincrease in a particular genre of program will help NationalGeography Channel attract more viewers.
Objectives
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Research DesignSelect anddetermine
research topic
Determine scopeofresearch
Carry outsecondaryresearch
Quantitativeresearch methodusing surveys
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Research in previous years indicated thatadvertisements shown were not being watched
More than half the participants were above age25 and enjoyed a rather high monthly income
Neglect of the audience group under 25 withlower monthly income
Increase in Singaporeans travelling overseas
Secondary Research
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Median Individual Income: $41,000
Median Household Income: $52,000
Reaches to about
1.6 million people every week
Highly educated, most graduated from college
Affluent lifestyle cars, latest automotive technology
Frequent plane trips for business/personal
Technologically-inclined expenditure on gadgets and software
ViewershipAdults, 25-54: 54%
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Programmes
In a week, almost halfof the regional schedule is filled with Natural Mystery (42 hours) andScience/Engineering/Technology (33 hours) programmes. Other significant genres includeDisaster, People, Travel and Adventure, which take up 15-19 hours of the schedule each.
Science/Technology, Travel, Wildlife,
Engineering, Society, Disaster, Natural History,Mystery, Adventure.
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Social Media
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Statistics
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To find out which genre ofprograms
appeals and is most popular with thedifferent demographic groups ofSingaporean viewers.
Research Aim
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Hypothesis
An increase of frequency inscheduling programs of genre like
travel will increase the number ofNational Geography Channel viewers,especially those under the age of 25.
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Quantitative research method using surveysdistributed online to a sample size of106
Research Method & Sampling
Independent variable
Respondents
Have to subscribeor have access toChannel to ensureaccuracy
Dependent variables
Genres ofprograms ourrespondents prefer
Amount oftime andattention given toprograms andadvertisements
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Convenience Sampling
Not sufficient to generalize inferences to a larger
population Criteria for respondents; must subscribe or have
access to National Geography Channel
Garner more respondents who are below 25 to
better determine research hypothesis and aim
Research Method & Sampling
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DataAnalysis & Findings
0%
10%
20%
30%40%
50%
60%
70%
80%
< 13 14 -19
20 -25
26 -30
30 -35
> 35
Age ofSurveyRespondents
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DataAnalysis & Findings
Do you watch National Geographic?
Yes
No
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DataAnalysis & Findings
Daily
Weekly
Monthly
Rarely
Never
0%20%
40%60%
How often do you watch NationalGeographic?
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DataAnalysis & Findings
< 30m
30 - 60m
1 - 2h
Other
0%10%
20% 30%40%
How long do you spend watchingNational Geographic?
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DataAnalysis & Findings
Most preferred genre
Natural History
Sci/EngineeringWildlife
Disaster
Travel/Society
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DataAnalysis & Findings
Do you watch the advertisementsduring commercial breaks?
Yes
No
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DataAnalysis & Findings
0%
5%
10%
15%
20%25%
30%
35%
40%
45%
50%
1 2 3 4 5
Rate NationalGeographic as achannel
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CONCLUSION