Case Study_The Marketing of Arts Festivals (1)

Case Study: The Marketing of Arts Festivals

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Case Study: The Marketing of Arts Festivals

1. On looking at the questionnaire, Jemma noticed some problems with the way in which some questions had been coded.

What were these problems?

Some of the problems of the data include the fact that the data are not pre-coded. In addition, respondents ringed more than one code for certain questions.

How might these have been overcome at the survey design stage?

During the survey design stage, the events should have been listed for the respondent or the questionnaires may have been pre-coded. This would have helped in alleviating the problem of lack of pre-coded data. Clarifying instructions would have avoided the problem of the respondents ringing more than one code for certain questions.

2.

Which of the questions were likely to be most useful to Jemma for her research project?

Determining the questions that were likely to be most useful to Jemma for the research project requires one to evaluate the questions based on what she wanted to achieve from the research. These include the level in which the audiences related the events with the sponsors of the events. Determining the socio-economic status of the attendees was one of the aims of the research. Finally, the research attempted to determine the importance of different types of media in increasing awareness on the events. Therefore, Question 5 was important since it attempted to determine the socio-economic status of the attendees. Question 6 was also one of the most important questions in the research project as it attempted to determine how the attendees associated the events with their sponsors.

How could Jemma have minimized the impact on her analysis of any coding problems with these questions?

Jenna could have minimized the problems associated with Question 5 and Question 6 through the use of multiple dichotomy or multiple response methods in coding all the responses (Chowdhury, 2015). She should have recoded the responses to include the code “other” into the existing the variables. If the number of “other” was very large, she should have generated new codes. If the was a large of codes or variables, Jemma should have used the multiple response method (Quinlan et al., 2019).

Which diagrams would you recommend Jemma to use to analyze questions 3 and 5?

Question

Diagram/Statistics/tables

What would be identified

2

Bar chart

Number people travelling in each distance category

Mode

Most distance category

3

Pie chart

Proportion of people in each age category

Mode

The most common age category of audiences

4

Pie chart

Proportion of audience in each gender

5

Table or bar chart

Number or proportion of people categorizing themselves in each group of economic activity

6

Table or bar chart

Number or proportion of people associated the festival with various organizations

7

The number or proportion of people that use discounts

3. After collecting the data, Jemma tried to analyze the correlation between the age of the festival attendees and the easiness to book/buy tickets. The results are presented in the graph below. Interpret and discuss the result found by Jemma.

Age

The results show that the ease of buying or booking tickets reduces with an increase in age of the festival attendees. In addition, the number of festival attendees who book or buy tickets increase with an increase in age. However, it starts reducing after the 45-60 age group. The number of people who book or buy tickets is highest in the 34-45 age group.

References

Chowdhury, M. F. (2015). Coding, sorting and sifting of qualitative data analysis: Debates and discussion. Quality & Quantity, 49(3), 1135-1143.

Quinlan, C., Babin, B., Carr, J., & Griffin, M. (2019). Business research methods. Mason, OH: Cengage Learning.