Author: Curry, David J.

Publication Year: 1981

Media Type: Report

Summary:

This article reviews the successful application of three marketing research methods, each linked to a specific performing arts management problem. The paper implements two suggestions made by Greyser (4) for improving the practice and application of marketing research in the arts: (1) to upgrade the technical quality of the research, and (2) to emphasize clearly the utility of the research for policy making.

Abstract:

This article reviews the successful application of three marketing research methods, each linked to a specific performing arts management problem. The paper implements two suggestions made by Greyser (4) for improving the practice and application of marketing research in the arts: (1) to upgrade the technical quality of the research, and (2) to emphasize clearly the utility of the research for policy making. Greyser's second suggestion, though critical to performing arts administrators, has been extremely difficult to fulfill. The reasons for this difficulty include the limited role of marketing research in most performing arts organizations and the nature of previous research applied in this setting. The first problem has been clearly recognized by previous authors. For example, in his study involving 88 arts administrators, sampled from symphony, dance, opera and choral organizations, Permut (14) pointed out that only fourteen claimed any formal exposure to marketing thought. Many considered marketing unimportant, or misunderstood its key elements, and, only nine claimed that marketing played a major positive role within their organization.

CONTENTS
Hancher Auditorium and Hancher Circle.
Managerial issues.
The data.
Methods and results.

Arts & Intersections:

Categories: Fundraising