Market Research & Development is preparing a comprehensive survey of Guam’s media — the first such survey to look at media habits in more than three years.
The 2005 Media Study will be made available exclusively to subscribers of the Marianas Business Journal for $500 apiece.
“This is an affordable effective business tool with reliable numbers that anyone who purchases media should have ” said Jay R. Merrill chairman of Market Research. Generally these studies are commissioned by one or two companies and are relatively expensive. This is the first time Merrill has made a study available at a price individuals can afford. Other media companies will not have the media survey offered to them.
It will be available near the end of May. Sign-ups will end on April 29.
The methodology for the random survey will involve interviews with about 500 respondents above the age of 18.
In the past three years several changes have occurred in the industry — in the ownership of Hit Radio in the format of KUAM TV8 News and advertising via the movie theaters in Micronesia Mall and Guam Premier Outlets. Several new publications have also been developed: Guahan magazine the Marianas Business Journal and Real Woman magazine. Merrill said “Those who purchase the survey will be able to look at total reach and also duplicate reach so you can measure not only one media but a mix of media you may be purchasing. It will have an executive survey and extensive cross tabulations and tables to be able to slice and dice the data according to 15 different economic and demographic characteristics such as income age education ethnicity employers among others.”
Stephen V. Nygard publisher of the Journal said “This is a great opportunity for businesses to be able to understand the impact of their advertising dollars. They need to know that their selections are the right selections. They can communicate this information in reports they can share with home offices to help justify media budgets and the importance of their advertising.”
For complete details about the media study call Market Research at 635-1121 or e-mail Merrill at [email protected].
Journal subscribers can reserve copies of the survey by calling Subscription Manager Pamela Sorrell at 649-0883 or e-mailing [email protected]. MBJ