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One of 15 local market orchestra-ticket buyer surveys in the Classical Music Consumer Segmentation Study, the San Antonio Symphony Subscriber and Single-Ticket Buyer Survey collected data from orchestra subscribers and single-ticket buyers in the orchestra's market on attitudes, behaviors, and opinions related to classical music participation. Questions asked in these surveys were similar to the interview protocols for the national and local market 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.
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.