Do films take away readers or create ones? A study of the impact motion pictures have on leisure book reading and leisure book sales
Cardiff Metropolitan University
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The current dissertation represents a research conducted on the topic “Do films take away readers or create ones? A study of the impact motion pictures have on leisure book reading and leisure book sales. The main objective of the research is to investigate the impact which the film industry has on the trade with leisure books. It attempts to determine to what extent the visual media have the capacity to form and/or shape reading habits in the population and how they influence people’s purchasing decisions when it comes to book spending. The adopted research method is deductive. The dissertation includes a report on the findings of the secondary data analysis and a detailed description of the results of the primary research conducted by means of a self-administered questionnaire. The secondary research is based on the articles and books available in the online database subscriptions of the Cardiff Metropolitan University and the library of the International University College. The survey included questions aimed to determine the attitudes and opinion of the participants on issues directly connected to the topic and was filled in by 118 respondents. The collected feedback has been assessed by means of selective comparison between the replies to different questions which may reveal connections, descriptive statistic measures and correlation analysis. The research findings indicate that there is a connection between the two discussed industries and motion pictures and TV programmes/series have the potential to draw the attention of their audience towards reading and buying books. The study also gives answers to a few related research questions set in the beginning of the paper. The reached conclusions are used as a starting point for the elaboration of a number of recommendations to two groups of stakeholders – publishers and book sellers so that this potential can be exploited properly.
Master of Business Administration
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