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008			130626s1998 at |||||s o0|| ||eng|d
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040			_aES-BaOER _bcat _cES-BaOER
100	1		_aClose, Helen _94109
245	1	0	_aWho's my market? _h[Recurs electrònic] : _bA guide to researching audiences and visitors in the arts / _cHelen Close, Robert Donovan
260			_aSydney : _bAustralia Council, _ccop. 1998
300			_a231 p. : digital, fitxer PDF (1,10 Mb)
520			_aThe 1996 Marketing the Arts survey, conducted nationally by BIZTRAC and Donovan Research for the Australia Council, revealed that arts organisations need to have a better understanding of marketing and need to gain more specialised marketing skills. These skills are required to identify, understand and develop audiences and visitors. This document is part of that process. It is designed for arts organisations wishing to gather information on their markets and their marketplace by undertaking audience, visitor or consumer research. This research guide shows how information is a crucial asset to any arts organisation. It illustrates what information is important, how to get that information and how arts organisations can use that information to make a difference. If information is power, this guide is designed to make your organisation a more powerful one. (Font: Document)
595			_aAuthors’ Note -- Acknowledgments -- Brief Outline of Contents -- Part 1. Introduction: 1. How market research fits into arts organisations ; 2. Creativity, success and information ; 3. Why have an audience research guide for arts organisations? ; 4. What is audience development? ; 5. Glossary of terms -- Part 2. Market Research: The Fundamentals: 1. What Is Research? ; 2. Why Do Research? ; 3. Types of Research ; 4. Research methods ; 5. Sampling ; 6. The questionnaire ; 7. Analysing data and presenting results ; 8. Statistics and the use of tests of significance -- Part 3. Implementing market research: 1. In-house vs external resources ; 2. How to get management or your board to support a research project ; 3. The brief and the proposal ; 4. Engaging a research consultant ; 5. Ethical considerations -- Part 4. Case Studies: Case 1. Using Available Information ; Case 2. A Profile of Existing Audiences ; Case 3. Attracting and Holding Sponsors ; Case 4. Where Do We Stand Relative to Our Competitors? ; Case 5. Reaction to Offerings ; Case 6. Who Are Our Potential Customers and What Would Attract Them? ; Case 7. Ticket Pricing - Can We Increase Our Prices? ; Case 8. Subscriptions Are Declining ; Case 9. Reaction to Live Performance Experience ; Case 10. Factors Influencing the Purchase Decision -- Part 5. Resources: 1. Secondary research sources ; 2. Helpful private and public sector organisations ; 3. References -- Appendix 1. Basic community profiles. Table index -- Appendix 2. Checklist for conducting a market research project
700	1		_aDonovan, Robert _94110
710	2		_aAustralia Council for the Arts _94111
942			_cEL
999			_c37335 _d37335