Who's my market? [Recurs electrònic] : A guide to researching audiences and visitors in the arts / Helen Close, Robert Donovan

Authors’ 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