Information Sheet 1

MARKET RESEARCH

The two sheets of market research information have been collected for you by the marketing department
of Pepper Publishing. Keep these sheets safe, as you will need this data to answer questions and to make
some important decisions.

Data Set 1 – A survey of magazine habits. 500 boys and 500 girls aged 14-19
Collected by Sheila on 23rd February 2000

How often do you buy a Do you ever buy

magazine? m f one to enter a m f
More than one a week 21 7 14 No 723 434 289
One a week 300 145 155 Yes 223 54 169
One every two weeks 290 150 140 Don't know 54 12 42
Once a month 277 130 147 Total 1000 500 500
Less than one a month 112 68 44
Total 1000 500 500 Have you bought
a magazine
it had a cover you
liked? m f
What sort of magazine Yes 789 350 439
do you buy regularly? m f No 165 122 43
Sport 110 99 11 Don't know 46 28 18
Computer 86 84 2 Total 1000 500 500
Fashion 145 12 133
Cinema 67 50 17
Music 189 111 78 m f
General female 170 2 168 Yes 873 400 473
General male 98 98 0 No 127 100 27
Other 135 44 91 Total 1000 500 500
Total 1000 500 500

How much do you pay m f

for your
(On magazines?
average) m f From newsagent 800 350 450
Less than £1 34 21 13 By mail order 200 150 50
£1-£2 556 350 206 Total 1000 500 500
£2-£3 344 126 218
More than £3 66 3 63 Do you prefer m f
Total 1000 500 500 Mainly stories 450 150 300
Mainly pictures 350 212 138
Mix of both 200 138 62
Total 1000 500 500

Data set 2 – Sales and Sales Growth for Pepper’s Existing Titles
Collected by Sheila with the help of Colin in the accounts office

Title Average Sales Growth Target Market of the title

sales/issue in past year
Antique Collector 213,000 2% Age 40+, social group A,B
My Caravan 98,000 -12% Age 50+, mainly male
The Fisherman 412,000 4% Age 30+, male, social group C
Boating World 77,000 -21% Age 40+, male, groups A,B
Better Homes 276,000 3% Homeowner 20-30, female
Mr Investor 365,000 1% Male, 50+, groups A,B

© Holdsworth Associates