- Essay is required to be four to five pages in length, which does not include the title page and reference pages, No Plagiarism!! Use your own words.
- Support your submission with course material concepts, principles from the textbook and at least three scholarly, peer-reviewed journal articles.
- Use academic writing standards and follow APA style guidelines.
Case Study: The marketing of arts festivals
Jemma was interested in utilizing secondary data from her placement organization as part of her undergraduate research project on the marketing of arts festivals. In particular she was interested in:
- The extent to which audiences associated events with their sponsors;
- The socio-economic status of those attending;
- The importance of different media for finding out aboutevents.
Her placement organization had undertaken a questionnaire survey with attendees at the local Arts festival and agreed that Jemma could use the data for her research project. The data had already been entered into a spreadsheet.
- On looking at the questionnaire, Jemma noticed some problems with the way in which some questions had been coded.
- What were theseproblems?
- How might these have been overcome at the survey designstage?
- Which of the questions were likely to be most useful to Jemma for her research project?
- How could Jemma have minimized the impact on her analysis of any coding problems with these questions?
- Which diagrams would you recommend Jemma to use to analyze questions 3 and5?
(You should state precisely what the recommended diagrams will enable Jemma to find out.)
3.After collecting the data, Jemma tried to analyze the correlation between the age of the festival attendees and the easiness to book/buy tickets. The results are presented in the graph below. Interpret and discuss the result found by Jemma.
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