[00:37.95]JACK:Lucy, we really need to get working on this marketing assignment.
[00:42.97]We’ve only got five weeks left to the end of term to design it, carry it out, and then write up the results.
[00:49.20]LUCY:Sure.
[00:49.49] Well, let's get started right now.
[00:51.00] Let's go over the instructions.
[00:52.86] What exactly do we have to do?
[00:55.22]JACK:Well, it says here we have to look at one area of the entertainment industry.
[00:59.90] There’s a list of the different types.
[01:01.90]LUCY:What are they?
[01:02.52]JACK:Music, cinema, theatre, sport, and eating out.
[01:06.55]LUCY:Is that all?
[01:07.56]JACK:Looks like it.
[01:08.76]LUCY:So we choose one branch of the industry and then we look at how two different groups of people use it?
[01:14.90] Is that right?
[01:14.70]JACK:Yes.
[01:15.33]LUCY:And do we have to use any particular method to get our data?
[01:19.41]Can we mail out a questionnaire, or do face-to-face interviews, or maybe even observations?
[01:24.83]JACK:Well actually, it looks like we don't have a choice.
[01:27.90] We have to do telephone interviews.
[01:30.10]LUCY:OK, so at least we don't have to waste time deciding between the different methods.
[01:35.80]JACK:Yeah, that's right.
[01:36.80] Oh, and the other requirement is the number of interviewees.
[01:39.81]LUCY:Not too many, I hope.
[01:41.26] Ten?
[01:42.50] Twenty?
[01:42.83]JACK:Well, we have to do two groups, remember, and it looks like we have to interview fifteen for each group.
[01:49.98]LUCY:That’s thirty altogether then.
[01:52.58] It's going to take ages.
[01:54.86]JACK:Yes, but remember we’re working on this together, so we'll only have to do fifteen each.
[01:59.33]LUCY:OK, so those are all the requirements?
[02:02.33]JACK:Yes, looks like it.
[02:04.31]LUCY:So, first, which area are we going to choose?
[02:08.33]My preference would be cinema, since that's where I spend most of my money.
[02:11.99]JACK:Hmm, I don't think that's such a good idea.
[02:14.86] I don't think there are huge differences in the market there.
[02:18.41] I mean you get young and old, male and female, rich and poor all going to the same.
[02:24.25]LUCY:Yeah, maybe you're right.
[02:25.75] Let's make it music then.
[02:27.49]JACK:Right.
[02:28.58] So, what two groups will we compare and contrast?
[02:32.38] LUCY:Male and female?
[02:34.58]JACK:No.
[02:35.67] Most of my female friends like the same music as me.
[02:38.50] Different age groups would be much more likely to show up differences, I think.
[03:27.49]LUCY:Yeah, I suppose you're right again
[03:23.82] I'll take some notes, shall I?
[03:28.66]So… Age Groups.
[03:32.20] Well.
[03:33.41] What do you think?
[03:34.66] Maybe twenty-five or under for one group, and forty-five or over for the other group?
[03:39.86] That should show up differences.
[03:41.83]JACK:Right.
[03:42.58]LUCY:OK.
[03:43.58] Next.
[03:44.52] How about the kind of music they like - let's give them some choices and then we can just tick boxes.
[03:50.50]JACK:OK.
[03:50.82] Let’s have pop, jazz, folk, easy listening...
[03:55.19] What else?
[03:56.66]LUCY:Well, we should include classical.
[03:59.46] Some people like it, you know.
[04:01.16]JACK:OK.
[04:01.75] OK.
[04:02.66] And then we should have how they listen to music.
[04:06.00]LUCY:The medium.
[04:07.10] Right.
[04:07.57] Let's include radio, CD - and then I guess there's TV.
[04:12.50]JACK:What about concerts?
[04:13.63] You know, in pubs and halls.
[04:15.14]LUCY:Oh yeah, we should include live music of course.
[04:17.42]JACK:OK, we're on a roll now!
[04:18.79] Next point could be about where they actually get their music.
[04:22.45]LUCY:You mean like, do they buy it in music shops, or department stores?
[04:26.69]JACK:Yes, or download it from the Internet.
[04:28.55]LUCY:Right.
[04:29.14] That could be for recorded music.
[04:31.17] Then we need another section for live music.
[04:33.42] Where do they go for that?
[04:34.95]JACK:OK.
[04:35.70] Let's say disco, pub, club, concert hall...
[04:38.86]LUCY:Or opera house!
[04:40.70] And I guess we should include karaoke bars.
[04:43.00]JACK:Not many of them in this city!
[04:44.60]LUCY:OK.
[04:45.13] We'll leave that out then.
[04:47.50] So, what’s left to do?
[04:48.48]JACK:That's it.
[04:50.10] Well, now we can make a time-scale for doing it.
