This research proposal aims to find suitable alternatives to the BBC license fee. It discusses the research strategy, design, and data analysis strategy. The study will use a mixed method of primary and secondary data collection. The limitations and ethical considerations are also discussed. Course code: UMKDH4-15-M
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Research Methods for Marketing UMKDH4-15-M ASSESSMENT B: INDIVIDUAL RESEARCH PROPOSAL “Title: BBC license fee” 1
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Student ID: Word count: Executive Summary The current project is based on BBC that aim and focuses on research into best suitable form of the alternatives to inform and support the decision of the possible replacement of the license fee for BBC.British Broadcasting Corporation (BBC) is tend to be a famous and publicly financed broadcasting system operating within Great Britain and it is working and functions are being operating under the name of the royal charter. The current project comprises of discussion about the aim and objectives along with presenting a detailed discussion about suitable research methodology to effective carry out the research on selected aim and objectives. Along with this, a discussion bout the limitation of project and ethical consideration has been also made. 2
Contents Executive Summary............................................................................................................................2 1.Introduction/background............................................................................................................4 2.Aim and objectives......................................................................................................................4 3.Research strategy, design, and data analysis strategy.........................................................6 3.1Research strategy...............................................................................................................7 3.2Research design.................................................................................................................8 3.1.1Sampling.......................................................................................................................8 3.1.2Data collection.............................................................................................................9 3.3Analysis and presentation of findings.............................................................................10 4.Limitations..................................................................................................................................10 5.Ethics..........................................................................................................................................10 6.Conclusion.................................................................................................................................11 7.References.................................................................................................................................12 Appendix A: Example research instrument...................................................................................13 Appendix B: Gantt chart...................................................................................................................13 3
1.Introduction/background BBC tend to held and have a monopoly on television and in mass media sector within Great Britain since starting from its introduction until 1954 and on radio until 1972. Further, the main Headquarters of the BBC is tend to be located and situated within the Greater London borough of Westminster (Støen, 2022). It has been also seen that the BBC has tend to get positioned itself as a brand educating as well as well informing mass media along with tend for helping people in the setting and leading out of the learning based on the reflecting the cultural value of the different communities globally. Along with this, BBC also tend to have and makes uses of the value-based positioning strategy for the attracting and catering a larger number of customers. Further, it has been seen that the BBC is tend to be public broadcaster that has been funded by a system of annual ‘licences’ from the citizens of UK include of each household possessing a TV is required that is requested to be purchase by law. As in the recent years as the number of TV channels available in the UK has proliferated thus, this annual license fee has become controversial and it is still needed to be payable by households that tend to watch any form of the live TV, irrespective of the fact that whether or not they watch BBC channels (Petukhov, Polevaya and Gorbov, 2022). Thus, it is creating a level of high dissatisfaction in customers and giving rise to the controversy that has reached new heights last year when the concessionary free TV licenses for those aged 75 plus were largely withdrawn. Thus, for the household in UK this License fee of BBC is now classed as a tax and if any kind of failure is made to pay would tend to taken as a criminal offence. 2.Aim and objectives Aim The aim of the current project is, “To conduct and carry out research into suitable alternativesystemsoffundinglikeadvertising,payasyouviewandmonthly subscription that can be adopted and implicated by BBC in order to inform and support the decision about the replacement of the license fee. Objective To develop better understanding about the BBC and its licensing fees. 4
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Toevaluateaboutthecustomerperceptiontowardsthelicensingfees charged by BBC. To investigate about the suitable alternative systems of funding to inform and support the decision of the possible replacement of the license fee for BBC Research questions What understanding and information do you having about theBBC and its licensing fees? What possible customer perception is being seen towards the licensing fees charged by BBC? Whichcan bethe suitablealternative systems of fundingtoinform and support the decision of the possible replacement of the license fee for BBC 5
3.Research strategy, design, and data analysis strategy Research methodology is tend to be form out an important section of the research methodology section that is referred as a systematic process which is associated and considered to be get resolving around to the issue of research adopted for the datacollectionbythewayoftheusingdifferenttechniques,administeringan interpretation of the collected data. Further, the research methodology section also set out a vital and systematic way for the drawing valid outcomes as well as considering and bringing out the conclusion regarding the resource data(McElroy and Noonan, 2022). Thus, the research methodology section tend to be supports and presents a blueprint of the study and forms a significant part in the overall study. Along with this, in the research study, methodology section tend to be not all about defining the data gathering and collection process along with analysis. But, also includes of the discussion of the overall perspectives and approaches of the process ofresearchtoeffectivelycarryoutinvestigationtoachieveandmeettheset objectives. Research philosophy It also a crucial part of the research method that set a base for creation of the knowledgethatisvitalandeffectiveinpresentingasystematicwayforthe researcher to carry out an investigation. The research philosophies are mainly four types in which realism, pragmatism, interpretivisim and positivism are included and comprise of(Potter, 2022). The interpretivisim is tend to be in-depth and detailed way of study comprising review of human behavior thus not appropriate for current study. Thus, in accordance to the nature of the current study that is tend to be based on determine about the customer perceptive towards BBC license fees along with analyzing suitable alternative systems of funding use of the positivistic philosophy is seemed appropriate as it supports a more practical as well as the systematic way of undertaking and carry out an investigating to effectively accomplish and achieve the set objectives(Charlesworth, 2022). Research approach This forms out a vital part of every set of the investigation that is related as well as concerned with the setting a base for the creation of the knowledge. Along with 6
this, it tend to be vital to provide guidance and better way of conducting investigation. This crucial part of the research method is tend to be divided onto two main types and categories. It has bene seen that the deductive is related with objective nature while inductee is concerned with subjective study. The selection and use of the deductive form of research approach is seemed fit and appropriate for current project as it seemed to be in line with the choice of positivistic philosophy. Along with this, deductive approach is also suitable to have better testing and sacking of data to analysis about the selected topic of BBC and Licensing fees. 3.1Research strategy This part of research method is tend to be vital as it provide as well as supports a complete action and with the setting of the framework that is regarding the gathering, collection, analyzing as well as interpretation of the set and collection of the data to effectively meet as well as accomplish the set objective(Pitchford-Hyde, 2022). The different research strategies that are commonly used in the investigation involves actionwayoftheorientedresearch,systematicformoftheliteraturereview, quantitative way of the survey, interview of method, observation as well as the case study research etc.Out of the these set of the research strategy that one that is seemed mots appropriate and suitable with respect to current project is based on the mixedmethodofbothprimaryandsecondarydatacollectionwhereuseof systematic literature review strategy would be made for review of secondary data. While, the selection and choice of the survey strategy is being made to gather and review about the primary set of the information. An implication and review can be made that the choice of the survey strategy of work is suitable and effective as it supports and brings out a cost as well as time efficient way of the data collection based on the use of questionnaire that supports and implicate the easy collection of data from a larger set of participants(Timotijevic, 2022). 3.2Research design it tend to form and comprise of a vital part of every investigation that tend to present about the actual design and plan that is has been lead and used by the researcher to carry out the work in a planned and effective manner. Further, it has been seen and find out that the research design tend to supports and present a more 7
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effective as well as the systematic manner to conduct study in a meaningful manner (Saadati and et. al., 2022). The various forms and types of the research design tend to includes and comprise of the descriptive, explanatory, experimental as well as he exploratory nature of research design. Based on the context and nature of the current study adoption and making use of the descriptive set of research design is seemed most appropriate and suitable for current study. The reason as well as the justification for the selection of the descriptive nature of research design is tend to be based on the fact that it supports collection of ample amount of information o analysis and review a set of objective. Along with supporting of better presentation of the collected facts along with effective interpretation and analysis is being also supported by descriptive research tend which makes it viable for current project to effectively review abut BBC and its licensing fees(St ๘en, 2021). 3.1.1Sampling The sampling tend to includes and comprise of a vital process of selecting and choosing a number of participants and units from a well-defined set of larger target population. It has been seen that undertaking an investigation on a larger target audience would tend to require a large number of resources as well as more time for collection and analysis of the facts(Bailey, 2022). Thus, at that time making use of the sampling technique tend to supports a systematic process to choice out and identify a limited number of units that set out the representation of entire population andsupports higher cost and time efficiency whileundertaking and conducting an investigation. Further, it has been seen that there are two main types and forms of the probability and non-probability sampling method. In accordance to the nature of current study selection of 50 participants has been made from the employees and customers of the BBC with the help of random method of sampling to supportcollectionofampleamountofinformationtoeffectivelymeettheset objectives(Wang and et. al., 2022). Research instrument the use of the questionnaire has been made as research instrument for undertaking and conducting current survey which supports easy collection of data from a larger number of participants(Schneider and et. al., 2022). Questionnaire is basically a written document that comprises of a set questions based on selected 8
topic and supports better review and analysis of participants view point based on their choice. A example and sample of questionnaire used for collection of data within current project has been provided under the heading of appendix. 3.1.2Datacollection It tend to be form out one of the main and crucial set of research method that is comprising two sources of data collection that is primary and secondary sources of the data collection. In acc8rdance to the nature and perceptive of the current project based on the BBC and licensing significant amount of information is needed to meet set objective(Gutierrez Lopez and et. al., 2022). This application and use of the both primary as well as secondary source of the data collection has been made in current project. The collection of the primary set of data is made with the help of making use ofquestionnaireasresearchinstrumentwhilethereviewandimplicationof secondary data would be made with the help of the selection and identification of the online set of the literature present in form of online books, journals and other article (Thirumoorthy and Muneeswaran, 2022). Further, it has been seen that there are two method of data collection comprises of the qualitative and quantitative data that present the nature of the data collected. The qualitative choice of method is based on leading and undertaking of a detailed as well as an in-depth set of analysis and investigation therefore, it tend to be more time consuming as well as complex in the nature. On the other side, making use of the quantitative set and choice of method is seemed appropriate for current study as it supports an easy term of data collection that is mainly gathered in form of numeric set of data (Støen, 2022). Thus, the implication and selection of the quantitative method of data collection is seemed appropriate to have easy collection of data along with better analysis based on used of statistical charts and tables to reach a measurable as well as specific set of result. 3.3Analysis and presentation of findings The analysis and presentation of the primary set of data collected in form of quantitative method through making use of questionnaire would be made with the help of ferquecy table and pie charts (Petukhov, Polevaya and Gorbov, 2022). The use of frequency table leads to a systematic presentation of the raw data based on similar opinions while pie chart supports better presentation of facts. On the other 9
hand, the analysis and presentation of secondary source of findings would be made based on leading and conducting of the analysis of the literature review. 4.Limitations Therearevariouslimitationandshortcomingfacedwhileundertakingand conducting current investigation that comprises of the having limited set of time for undertaking stay that limit the scope of current project. Along with having ineffective accessibility and reach to the resources and many complexity in undertaking data collection has been also faced which are key obstacles hampering the effective of currentstudy(McElroyandNoonan,2022).Thelimitationrelatedwiththe unanswered survey has been also faced along with the challenges associated with theissueofhavingdishonestanswersthathasaffectedthereliabilityand authenticity of current investigation. Along with this, the challenges related with time taken in undertaking and interpretation of the collected data has been also faced thus, use of the quantitative nature of investigation has been made to overcome and mitigate the challenges related with the time constraints. 5.Ethics Research ethics tend to forms out and comprises of a vital section of every project and investigation that allows and directs the researcher to undertake and carry out a study in ethical manner. There are various set of ethical principles and constraints that need to be follow and adopted by the investigator to carry out and undertake an invention in ethical way consists of the having the honesty and openness while undertakinginvestigationtoremovechancesofdiscrimination(Potter,2022). Further, ensuring and leading out significant level of the integrity and authenticity along with maintain the confidentiality is also vital to meet the ethical considerations. With respect to current project to meet the set ethical consideration and ensure the higher reliability and authentic of investigation use of the BERA code of ethics has been made. Along with this, to ensure the anonymity as well as higher confidentially and safety of collected facts use of the provision lead out by data protection act has been also made to ensure authentication and privacy of collected facts. 10
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6.Conclusion Based on current proposal, a conclusion can be made that BBC is a leading broadcaster and mass media communication that is having a considerable legacy. But it has been also seen and summarized that the coming of new TV channels and the fixed licensing fees has created a change with the perception of customers. Therefore, the main summarization and conclusion of current proposal is based on undertaking and requirement of analyzing about the suitable alternative of funding for BBC that best meet and supports its decision of replacing licensing fees. 11
7.References Bailey,R.,2022.ConsternationBias:Debates,TVInquisitionsandImpartialityina ChangingElectoralEra.InPoliticalCommunicationinBritain(pp.167-177). Palgrave Macmillan, Cham. Bigongiari, G., 2022. Positioning Mrs Coulter in BBC/HBO’s His Dark Materials. InGender and Female Villains in 21st Century Fairy Tale Narratives. Emerald Publishing Limited. Charlesworth, D., 2022. Negotiating and validating the “housewife” identity: Cookery advice in BBC TV Women's Programming (1946–1961), the influence of Marguerite Patten, and Cookery Club (1956–1961) as an early audience participation series. InFood and Cooking on Early Television in Europe(pp. 37-52). Routledge. Gutierrez Lopez, M. and et. al., 2022. A question of design: Strategies for embedding AI- driven tools into journalistic work routines.Digital Journalism, pp.1-20. McElroy, R. and Noonan, C., 2022. ‘Rooting’the BBC: An interview with Rhodri Talfan Davies, Director of BBC nations.Critical Studies in Television,17(1), pp.32-45. Petukhov, A.Y., Polevaya, S.A. and Gorbov, E.A., 2022. The Impact of Internet Media on the Cognitive Attitudes of Individuals on the Example of RT and BBC. InBiologically Inspired Cognitive Architectures Meeting(pp. 400-405). Springer, Cham. Pitchford-Hyde,J.,2022.Masculinity,Identity,andDisabledVeterans:HowBritish Audiences Respond to Representations of Military Veterans on Prime Time BBC Programmes. InRhetoric of Masculinity: Male Body Image, Media, and Gender Role Stress/Conflict. Lexington Books. Potter, S.J., 2022.This is the BBC: Entertaining the Nation, Speaking for Britain, 1922-2022. Oxford University Press. Saadati, M. and et. al., 2022. A comparative study of users' interaction with how to pay for news items on the Instagram page of IRIB and BBC Persian.Journal of Culture- Communication Studies,23(57). Schneider, L. and et. al., 2022. Time to retract Lancet paper on tissue engineered trachea transplants.bmj,376. St๘en, M., 2021: The BBC simulates prehistoric wildlife.Public understanding of science (Bristol, England), p.9636625211068944. Støen, M., 2022. 1999: The BBC simulates prehistoric wildlife.Public Understanding of Science, p.09636625211068944. Thirumoorthy, K. and Muneeswaran, K., 2022. Feature selection for text classification using machine learning approaches.National Academy Science Letters,45(1), pp.51-56. 12
Timotijevic, J., 2022. The historical context in the media narratives in search of a peaceful resolution to the Israel-Palestine conflict: A comparative study of BBC and Al Jazeera. InDiscourse, Media and Conflict. Cambridge University Press. Wang, J. and et. al., 2022. A flexible Zinc-ion hybrid supercapacitor constructed by porous carbon with controllable structure.Applied Surface Science,579, p.152247. Appendix A: Example research instrument A sample of the questionnaire that would be made for collection of data has been provided as below: Questionnaire Q1) Does understanding you are having about the BBC and its licensing fees? a) Yes b) No c) Average understanding Q2) What understanding and information do you having about the BBC and its licensing fees? a) BBC is a most popular and traditional channel b) BBC is having a fixed licensing fees c) Not paying of licensing fees is taken as against law Q3) What possible customer perception is being seen towards the licensing fees charged by BBC? a) Positive b) Negative c) Neutral perception Q4) Which can be the suitable alternative systems of funding to inform and support the decision of the possible replacement of the license fee for BBC? a) advertising b) pay as you view c) monthly subscription Appendix B: Gantt chart Activ1st2nd3rd4th5th6th7th8th9th10th11th12th13th 13
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itiesweekweekweekweekweekweekweekweekweekweekweekweekweek Selec tion of resea rch topic Deve lopin g aims and objec tives along with frami ng resea rch quest ions with regar dto topic Draft ing resea rch prop osal. 14
Perfo rmin g litera ture revie w with the devel opme ntof them es. Asse ssme nt along with select ion of resea rch meth odolo gy Form ing quest ionna ire consi 15
sting of both close ende d and open- ende d quest ions. Colle ction of data throu gh quest ionna ire. Anal ysing the colle cted data Draw ing concl usion . Reco 16
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mme nding vario us strate gies for resol ving issue regar ding demo tivati on. Arra nging repor t in a struct ured mann er. Cons ultati on with tutor. Perfo rmin g modi 17