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Classical Music Consumer Segmentation Study 2002: 15 Market Areas Survey [United States]. Magic of Music [alternate title].

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出版單位:Cultural Policy and the Arts National Data Archive
核准日期:2002-12-02
權限:Copyright, Princeton University, 2002....

英文摘要

One of three related data collection efforts in the Classical Music
Consumer Segmentation Study, the Local Surveys collected data from
respondents in each of 15 orchestra markets on attitudes, behaviors, and
opinions related to classical music participation. In addition to these
questions, a subset of respondents who qualified as "potential classical
music consumers" were also asked a series of questions about factors that
affect their decisions to attend cultural programs and about their
relationship with the classical music art form. The interview protocol
for the local market surveys was nearly identical to the protocol for the
national survey also conducted for this study. Each local market
orchestra was also allowed a small number of discretionary questions. 
Orchestras whose market areas were surveyed: Brooklyn Philharmonic
Orchestra, Charlotte Symphony Orchestra, Colorado Symphony Association,
Detroit Symphony Orchestra, Fort Wayne Philharmonic Orchestra, Kansas City
Symphony, Long Beach Symphony Association, Louisiana Philharmonic
Orchestra, New World Symphony (Miami-Dade County, FL), Oregon Symphony
Association (Portland, OR), Philadelphia Orchestra, Saint Louis Symphony
Orchestra, Saint Paul Chamber Orchestra, Symphony Society of San Antonio,
and Wichita Symphony Society. The Classical Music Consumer Segmentation
Study was undertaken to improve understanding of symphony orchestra
audiences and markets and to develop a conceptual model of the market
place that can assist orchestras in "capturing additional market
potential." The study was conducted by Audience Insight and funded by the
John S. and James L. Knight Foundation. SDR Consulting of Atlanta
assisted with the statistical analysis and model development.

 

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