6.3.3

Section 3

You’ll hear two students Jack and Lucy discussing a marketing assessment they are working on together. First, you have some time to look at questions 21 to 24.

. . . . . .

Now listen carefully and answer questions 21 to 24.

Lucy, we really need to get working on this marketing assignment.

We’ve only got five weeks left to end of the term to design it, carry it out and then write up the result.

Sure, well, let’s get started right now. Let’s go over the instructions.

What exactly do we have to do?

Well, it says here we have to look at one area of the entertainment industry.

There is a list of different types.

What are they?

Music, cinema, theatre, sport, and eating out.

Is that all? -Looks like it.

So we choose one branch of the industry and then we look at how two different groups of people use it? Is that right? -Yes.

And do we have to use any particular method to get our data?

Can we use mail out a questionnaire, or do face to face interviews or maybe even observation?

Well, actually, it looks like we don’t have a choice. We have to do telephone interviews.

Ok, so at least we don’t have to waste time deciding between the different methods.

Yes, that’s right. Oh, and the other requirement is the number of interviewees.

Not too many I hope, ten, twenty?

Well, we have to do two groups, remember, and it looks like we have to interview fifteen for each group.

That’s thirty altogether then. It’s going to take ages.

Yes, but remember we’re working on this together, so we’ll only have to do fifteen each.

OK, so those are all the requirements?

Yes, looks like it. So, first, which area are we going to choose?

My preference would be cinema, since that’s where I spend most of my money.

Hmm, I don’t think that’s such a good idea. I don’t think there are huge differences in the market there.

I mean you get young and old, male and female, rich and poor all going to the same movies.

Yeah, maybe you are right. let’s make it music then.

Right. So, what two groups will we compare and contrast?

Male and female?

No. Most of my female friends like the same music as me.

Different age groups would much more likely to show up differences, I think.

Before you hear the rest of the discussion, you have some time to look at questions 25 to 30.

. . . . . .

Now listen and answer questions 25 to 30.

Yeah, I suppose you are right again. I’ll take some note, shall I? So. . . , Age Groups.

Well. what do you think? Maybe twenty-five or under for one group, and forty-five or over for the other group?

That should show up differences. -Right.

OK. Next. How about the kind of the music they like? let’s give them some choices and then we can just tick boxes.

OK, let’s have pop, jazz, folk, easy listening. . . what else?

Well, we should include classical. Some people like it, you know.

Ok. OK. And then we should have how they listen to music.

The medium. Right. Let’s include radio, CD- and then I guess there’s TV.

What about concerts? you know, pubs and halls.

Oh, yeah, we should include live music of course.

OK, we are on a roll now. Next point could be about where they get about the music.

You mean like, do they buy it in music shops or department stores?

Yes, or download it from Internet.

Right, that could be for recorded music.

Then we need another section for live music. Where do they go for that.

OK, let’s say disco, pub, club, concert hall?

Or opera house? And I guess we should include karaoke bar.

Not many of them in the city.

OK, we’ll leave that out then. So. . . what left to do?

That’s it. Well, now we can make a time-scale for doing it.

That is the end of section 3. You now have half of a minute to check your answers. Now turn to section 4.