Analysis of Results

Below show the data I have collected from the distribution of my questionnaire.

As I plan for my newspaper to be a freesheet distributed on public transport as well as around schools, colleges, and universities; I handed out my questionnaire on public transport and at a bus stop near to my college. I took into account the fact this may lead to a bias of results, with a younger age range being more frequent, however I considered this acceptable as they form the basis of my target audience.

The survey shows that from the sample who returned my questionnaire, the majority of people were among the 16-24 age range, still remaining high for 25-40. This works to my advantage as it highlights in the area that I plan to distribute my newspaper; there is a concentration of the ages that form my target audience. Males were the dominant gender group although not by a large majority.

The data shows that out of 20 people, 13 listed themselves as readers of newspapers, while 7 people said they were not newspaper readers.
The questions then focus on these 7 people who don’t read newspapers specifically. Out of the 7, the majority (5) stated that they would read a local newspaper if it featured more of what they wanted it to.

The majority also stated that instead of a newspaper, they use the internet as their main source of obtaining local news; although TV and local radio were also mentioned alternatives.

Again of the 7 who did not read newspapers, in terms of the price they would be willing to pay if they were to buy a new local newspaper the majority stated they would pay nothing (freesheet) (3) or between 10 and 25 pence (3).
In terms of coverage they would prefer a city-wide local newspaper (4 people), as opposed to a large area i.e. Merseyside (2 people) or a medium area i.e. South Liverpool (1 person).

The 7 also stated that they would value form more over function, or a combination of both – with 3 people choosing this option. Function and an equal measure of both, gained an equal vote of 2.
The most common choice for distribution was at college or university, with 4 out of 7 people choosing this.

At this point, the graphs show the data for Section B of the questionnaire – answered only by people who stated they already do read local newspapers – 13 people.
The most common newspaper read was the Liverpool Echo (7), while the Star had 3 readers, the MerseyMart 2, and the Knowsley Challenge 1.

When asked how much they would pay for a new local newspaper, the most common choice was nothing; however 10-25p was a popular price range with 4 people selecting it, and 3 people choosing 26-40p.

This can be compared to their answers when asked how much they already pay for the newspaper they read, 7 people saying they paid between 41 and 60 pence, while 6 people stating they read a freesheet so paid nothing.

Out of the 13 people, 5 stated they read a local newspaper every day, whilst 3 said they read one once a week, and an equal amount saying they read one less than once a week. The least common choice was sporadically/now and then, with only 2 people choosing this.

The majority of questionnaire answerers stated that it is the price that attracts them to their current preferred local newspaper, with 6 people choosing this option. The standard of news was the next popular choice with 3 people selecting it, whilst other options chosen were photography (2), style (1) and column writers (1).

I can now use the data I have found in this questionnaire to potentially refine my target audience, and identify the key features they expect from a local newspaper and what they would want to see in my production.