COMM 2003 - Analytical Reports (PRACTICE) Scenario Spurred in part by the success of numerous do-it yourself (DIY) TV shows, homeowners across the country are redecorating, remodelling, and rebuilding. Many people are content with superficial changes, such as new paint or new accessories, but some are more ambitious. These homeowners want to move walls, add rooms, redesign kitchens, covert garages to home theatres- the big stuff! Publishers try to create magazines that appeal to carefully identified groups of potential readers and the advertisers who would like to reach them. The DIY market is already served by numerous magazines, but you see an opportunity in the homeowners who tackle the heavy duty projects. The following tables summarize the results of some preliminary research you asked your company's research staff to conduct. Instructions You think the data shows a real opportunity for a big projects" DIY magazine, although you'll need more extensive research to confirm the size of the market and refine the editorial direction of the magazine. Prepare a brief analytical report that presents the data you have, identifies the opportunity or opportunities you have found (suggest your own ideas, based on the data in the tables), and requests funding from the editorial board to pursue further research. Tables Table 1 - Rooms Most Frequently Remodelled by DIYers ROOM Percentage - Homeowners surveyed who have tackled or plan to tackle at least a partial remodel Kitchen Bathroom Home Office/Study 60 48 44