In 2017, the Broadcasting Standards Authority (BSA) commissioned Colmar Brunton New Zealand to undertake qualitative research to explore whether timebands provide valid and useful protection against viewing inappropriate content on free to air (FTA) television amongst lower socio-economic communities. This research also explored how audiences consciously or unconsciously manage FTA TV viewing, particularly for children.

For this assignment you are to consider the BSAs Management Decision Problem (MDP) to be:

To understand whether timebands provide valid and useful protection against viewing

inappropriate content on FTA TV amongst lower socio-economic communities

And the Marketing Research Problems (MRPs) to be:

To identify what motivates audiences to use some tools/mechanisms and not others To understand how audiences use timebands, either consciously or subconsciously

To identify how audiences would feel if timebands were removed and the impact of this, if any' To identify audiences expectations of broadcasters about the time of day they air content suitable for adult or mature audiences and what factors influence this

The short qualitative research report (max 4 pages) is comprised of the following FOUR main sections:

1. Provide an overview of the research conducted in the 2017 Colmar Brunton report. Please provide a short background (why is this research needed?) and state the MDP and MRPs. In relation to the MRPs, you are to synthesise the findings of the qualitative research report provided.
2. Outline the original/provided type of methodology in the 2017 Colmar Brunton report.

More specifically, you need to: (1) name the general type of research used (i.e., qualitative, or quantitative research), (2) identify and briefly describe the specific research method(s) that was/were used (e.g., depth interviews, focus groups, ethnography, observation etc.), and (3) identify the sample size(s) used in the report, as well as who was sampled.

3. Critique the 2017 Colmar Brunton report research methodology.

More specifically, you need to: (1) provide an analysis/critique about what the implemented 2017 Colmar Brunton report methodology did well and what it did not do well. Make sure to justify why it was/was not implemented appropriately (i.e., advantages, links to research objectives). Ensure that you justify your answers.

4. Suggest and justify a new methodology for research in 2022 (on the same topic) which uses qualitative research method(s). Provide details about your chosen methodology.

For example, where applicable type of qualitative research method(s), participant selection (who?), place/location where you propose to conduct the research, sample size. Provide as much detail as you would like (given page limit restrictions). Make sure to justify your chosen methodology (i.e., linkages to strengths of the research method(s) and the MRPs) and why you believe this would be better than the methodology used in the 2017 Colmar Brunton research

Structure

Below is the structure of your report:

• Page 2: Table of contents.
• Page 3: Executive summary (1/2 page to 3/4 page). This should summarise the findings from all FOUR sections/tasks of your assignment. Note: This is marked!
• Pages 4 7: This is where the page limit starts:
• Page 4/5: Overview (as outlined above) of the Background, MDP, MRPs and Findings: Suggest up to 1 / pages for this section. Why is this research needed? What is the MDP and MRPs that the report will address? You can extract this from the information provided in this Assignment hand-out and the background section of the research report that you have been provided. You CAN copy and paste the MDP and MRPs word-for-word, there is no point in rephrasing them. You also need to synthesise the report findings which answer the MRPs. Consider putting your findings in tables/graphs and/or using infographics to save space; but remember to briefly interpret the graph/table/infographic too.
• Page 5: 2017 Colmar Brunton research methodology (as outlined above): approximately one paragraph or ' page outlining the original/provided research methodology in the 2017 Colmar Brunton report. You may wish to use appendices and/or infographics to assist in summarising this information.
• Page 6: Critique of 2017 Colmar Brunton research methodology (as outlined above): approximately 1 page critiquing the research methodology from the 2017 Colmar Brunton report. If you use secondary research to help justify your critique, please make sure to use appropriate APA referencing.
• Page 7: Suggested (2022) research methodology (as outlined above): approximately 1 page suggesting and justifying a new research methodology using qualitative research method(s) for the 2021 research. If you use secondary research to help justify your suggestion(s), please make sure to use appropriate APA referencing.
• This is where the page limit ends.
• APA-7 style reference list (on a new page). Ensure that you reference the 2017 Colmar Brunton report wherever required too. Again, please note, this will be marked!
• Appendices (on a new page). Appendices may contain any supplementary material relating to your report which doesn't fit into your page limit. Remember to ensure that key findings/important material is included in the body of your report rather than putting everything in the appendices (appendices are considered an optional read). Also, ensure that you refer the reader to the relevant appendices in the main body of your report.