RodgersKBUS-7320-1

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Northcentral University *

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7320

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Marketing

Date

Apr 3, 2024

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docx

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Uploaded by CaptainEnergy11726

Research Problem, Purpose, and Quantitative Research Questions with Hypotheses

2 Overview of the Research Focus The topic of this paper is Film and Television Marketing Strategies for Black America and Box Office Revenue . The quantitative research methodology will be used throughout this course. According to Holton and Burnett (2005), research starts with a theory, which leads to quantitively measured and analyzed hypotheses to draw educated conclusions regarding populations while utilizing samples for research. Problem Statement According to Khalid et al. (2012), the problem statement describes the discrepancies between a current issue and what should be, while representing the knowledge gap that needs mending. The problem to be addressed is Hollywood films and television series not considering the Black audience as one of their target markets, even though there are some changes to implement diversity in film and television and this issue will cause Hollywood to miss out on revenue from the Black audience. The groups impacted by this problem are Blacks in all levels of production from executive producers and filmmakers to actors and crew positions as well as the Black or African American market. Hollywood prefers Caucasian audiences and its financing over diverse content and Hollywood also limits the representation of Black culture in film and television content and marketing (Kim and Brunn-Bevel, 2020). What is unknown and what is not thoroughly researched is the buying strength of Black Audiences within the film and television industry, how the majority of Black Americans perceive Hollywood’s minimally diverse marketed content, how much revenue increase Hollywood would gain with implementing the Black audience into content and marketing, and how to market effectively to Black audiences with utilizing content, marketing, and advertising techniques. When attracting diverse audiences, marketers must utilize ethnic

3 marketing techniques; ethnic marketing attracts minority markets by undergoing market research on the selected target market and considering their environments, economic, and social constructs (Guion and Kent, 2019). Additionally, Black films earn higher revenue while having lower budgets (still having a high production value), which differs from other films’ revenue (McKenzie, 2010). The possible consequences that persist without resolutions are the loss of the Black market, which includes their financing (cable and streaming service cancellations, and withdrawal of financial investments from television and film productions), Black entertainment dwindling from streamers, networks, cable companies, SVOD (subscription video-on-demand), and AVOD (ad-based video-on-demand) services, and difficulty for Black filmmakers and performers to work in film and television and create stories that appeal to all audiences. Purpose Statement According to Novosel (2022), the purpose statement gives the reason for the research to readers for a specific study. The purpose of this quantitative research is to diversify film and television content that is released while utilizing marketing methods that attract Black audiences that will increase box office and television series revenue. The studied population would be Americans of African descent between the ages of 21-60 with income ranging from the middle class to the high class. Research Questions and Hypotheses According to Sukamolson (2007), quantitative research methods represent data numerically and the hypotheses questions posed should be able to produce mathematical or numerical data. The research questions will be the following:

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