Scope and Methodology

Focus On Research

Since 1984, SCRI has been publishing syndicated and customized global market research reports covering broadcast and professional video and audio sectors for equipment manufacturers, trade magazines, trade associations, investment firms and other industry analysts, including the US. Department of Commerce. To date, SCRI has served over 1,200 such clients (click to view partial client list), worldwide.

The data for the SCRI reports published reports is derived from extensive surveys of US broadcast and professional video users, using proprietary SCRI databases & source lists. For example, the total sample size for the Broadcast / Pro Video Product Report series of reports consists of 1,874 facilities across all vertical markets completing the detailed purchase history and purchase plans questionnaire. SCRI employs quantitative statistical sampling upon which market estimates and forecasts are based — unlike some other firms producing research reports based on limited sampling.

Sample Size and Statistical Accuracy

At the n=1800 sample size, the statistical accuracy at the 95% Level of Confidence ( i.e. in 95 cases out of 100) ranges from +/- 1.24% – 2.38%, depending on the percentage response to each question. When looking at sub-segments within the overall sample (e.g. by region, end-user market type, etc) the potential sampling error increases, depending on the sample size of the sub-segment and the observed response to each questions, as shows in the following table:

% Response — Margin of Error

  • 10% – 90% — 1.24%
  • 20% – 80% — 1.45%
  • 30% – 70% — 1.78%
  • 40% – 60% — 2.02%
  • 50% – 50% — 2.38%

There are other Pro Video reports out there in this industry based on less than 150 survey responses for the total U.S. across all broadcast TV, cable, institutional and production and post sectors — this type of research is simply NOT statistically reliable . A similar Pro Video report claiming to cover the entire Europe, Middle East and Africa regions across all these vertical markets samples less than 120 total users — clearly this is not even close to being statistically reliable quantitative research.

Another key factor in determining the quality of the data is the scope and length of the questionnaire used in the survey. SCRI Product & Brand Reports survey questionnaires focuses only on product and brand purchase data and plans for each product type, thereby limiting the time and effort of the survey respondent in completing the survey and ensuring both a high response rate as well as a high questionnaire completion rate.

This is in contrast to some other research firms in this industry who burden the survey respondent with a barrage of questions about media and shows, equipment budgets, purchase authority, brand image of over 30 brands on each of four factors, staffing and technological trends before they even get to the questions about product and brand purchase. This type of lengthy questionnaire typically does not get a high response rate and on the responses it does get, the completion rate is low. Both of these factors seriously flaw the quality of the data. Over 23 years of experience in surveying broadcast and pro video end user markets has enabled SCRI to tailor our survey methodology specifically for busy broadcast and video production and post facility engineers, thereby ensuring both a high response rate as well as a high completion rate.

In return for their participation, SCRI offers a complimentary subscription to the weekly Insider Reports (a value of $495). This exchange of information between the broadcast and video production and post facility engineersand SCRI has resulted in a dBase of loyal facilities who respond year after year to the surveys, updating their product purchases and purchases plans. This is a key factor in maintaining the quality of the data over a period of time.

SCRI has been conducting these definitive large scale industry surveys in the U.S. broadcast & pro video sectors in the U.S since 1984 and has the extensive experience and resources which are critical to ensure statistically reliable sampling. SCRI bases its market size estimates & forecasts for each vertical user market on statistically reliable sample sizes in each sector. SCRI detailed methodology and sampling plans are available to clients on request.

SCRI survey responses are drawn using stratified facility size & region sampling, in the following six vertical markets: broadcast television stations, cable television stations, post production facilities (video and film), video production and multimedia facilities, corporate and institutional video facilities (government, educational, medical).

SCRI has used the same consistent methodology and predictive forecasting models since the first of these studies back in 1984 and has been publishing annual updates ever since, and is the only research organization with this proven track record in Broadcast and Pro Video Product Research. Since 1984, SCRI has been providing market research reports (click to view) covering global broadcast & professional video/audio sectors, to equipment manufacturers, trade magazines, trade associations, investment firms and other industry analysts including the US. Department of Commerce. To date, SCRI has served over 1,200 such clients (click to view partial client list), worldwide.