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Making Media WorkCultures of Management in the Entertainment Industries$
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Derek Johnson, Derek Kompare, and Avi Santo

Print publication date: 2014

Print ISBN-13: 9780814764695

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814764695.001.0001

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Market Research in the Media Industries

Market Research in the Media Industries

On the Strategic Relationship between Client and Supplier

Chapter:
(p.254) 11 Market Research in the Media Industries
Source:
Making Media Work
Author(s):

Justin Wyatt

Publisher:
NYU Press
DOI:10.18574/nyu/9780814764695.003.0012

This chapter presents a strategic approach to conducting market research that benefits both clients and suppliers, and addresses various tactical factors that lead to miscommunication and misrepresentation on both sides. However, despite outlining how an ideal market research initiative would develop, the chapter also recognizes the roles played by divergent interests, human error, and reputation-based economies in disrupting such development. Within the media industries, market research occupies a more tentative and variable space. The creative nature of the film, television, or digital media “product” offers an initial hurdle for the inclusion of market research. The chapter analyzes the relationship between the market research supplier and the client within the media industries. Dissecting this relationship illustrates how the supplier–client market research relationship can be defined or modelled.

Keywords:   market research, media industries, film, television, digital media, supplier–client relationship

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