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Classical Music Consumer Segmentation Study 2002: National 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:2003-01-22
權限:Copyright, Princeton University, 2003....

英文摘要

One of three related data collection
efforts in the Classical Music Consumer Segmentation Study, the National
Survey collected data from respondents 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 national survey was nearly identical to the protocols for the 15
local market area surveys also conducted for this study. 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.

The study paints a detailed picture of how consumers fit classical music into their lives -- listening to classical radio and recordings in their automobiles and homes, and attending live concerts in churches, schools and traditional concert venues. Roughly 10 percent to 15 percent of Americans have what might be termed a close or moderately close relationship with classical music, and again as many have weaker ties. Across the 15 study cities, approximately one of four adults are prospects (i.e. potential orchestra ticket buyers). But only half of those who express the very highest levels of preference for attending classical music concerts actually attend, even infrequently.

 

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