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Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference pp 144–147Cite as

The Business of Entertainment Marketing Research: Predicting Composite Audience Profiles and Consumer Perceptions of Major Recording Artists

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Abstract

Using Kelly's ( 1964) Choice Corollary as a guideline and a-technique as a method of research, the author developed a Q-sort of actual music recordings and a separate Q-sort of 36 descriptive characteristics. Ninety-eight respondents from 56 zip codes participated. Seven types of composite audience profiles and four types of image profiles were found.

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Author information

Authors and Affiliations

  1. Belmont University, Baton Rouge, LA, USA

    Larry E. Wacholtz

Authors
  1. Larry E. Wacholtz
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Editor information

Editors and Affiliations

  1. Department of Marketing, Louisiana State University College of Business Administration, Baton Rouge, Louisiana, USA

    Elizabeth J. Wilson

  2. Department of Marketing, Louisiana State University College of Business Administration, Baton Rouge, Louisiana, USA

    William C. Black

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Wacholtz, L.E. (2015). The Business of Entertainment Marketing Research: Predicting Composite Audience Profiles and Consumer Perceptions of Major Recording Artists. In: Wilson, E., Black, W. (eds) Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13162-7_34

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