Savaitraščio "Šiauliai plius" populiarumo tyrimas vartotojų nuomonės aspektu
LTStraipsnio tikslas - apibūdinti teorinius vartotojų tyrimų aspektus ir remiantis telefoninės apklausos rezultatais įvertinti savaitraščio „Šiauliai plius" vartotojų nuomonę ir populiarumą, nustatant šio leidinio kaip reklamos priemonės efektyvumą. Tyrimo objektas - esamų ir potencialių savaitraščio „Šiauliai plius" skaitytojų nuomonė.
ENThe objective of the empirical research described in the article includes the weekly issue „Šiauliai plius", published by Telerena, Ltd., consumer opinion and its popularity estimation, determining it’s as advertisement efficiency. The basic empirical research methods include the telephone interview and the statistical data analysis. The research revealed that more than one-fifth of respondents are passively oriented to the weekly issue „Šiauliai plius", the most of respondents think that the weekly issue „Šiauliai plius" price is suitable and fair, the weekly issue „Šiauliai plius" was evaluated as good by 41.9% of respondents, about one-fourth of the respondents evaluated these features as very good: the topicality of articles, the unbiased event presentation, the comprehensiveness of the issue, whereas the colour typography was qualified as the worst issue feature. Among the best reading sections are news, the TV programs, Šiauliai vision and mission and the initial page.The issue defined as an informative and advertising tool is used for one week (83.7%); the most of respondents think that the issue purpose is more advertising, however, about one-tenth of the respondents do not agree with such positioning of the weekly issue; the applied distribution strategy is fair in this regard, as even 71.9% of the respondents think that the weekly issuing before weekend is a fair decision and they as consumers are optimally satisfied; more than a half of respondents rarely read advertisements and they often read them having unsatisfied needs; the most of respondents are satisfied with the current weekly issue and they think that nothing should be changed in it; 22.6% of the respondents suggested reducing of the advertising space, a less part of the respondents suggested the thematic expansion and the more unbiased event presentation.
