Abstract
An exploratory study sought to measure preferences for live music performances to aid management of a performing arts auditorium at a large university in the effort to reverse a downward trend in student attendance. Data were collected from a sample of the target market segment and factor analysis revealed interpretable patterns of preferences both for types of music and performers.
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Day, R.L., Day, E. (2015). Assessing Consumer Preferences for Live Music. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_35
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DOI: https://doi.org/10.1007/978-3-319-16976-7_35
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
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