Marketing Research Analysis Report

RESEARCH ON THE ATTITUDES OF CONSUMERS
IN THE LIVE THEATRE INDUSTRY
OBJECTIVE 3 – TO DETERMINE THE FREQUENCY OF ATTENDING
VARIOUS LIVE THEATRE PERFORMANCES
BY: JOSHUA FAVARO
DECEMBER 7, 2015
Instructor: Paul Sarkissian

1
Table of Contents
INTRODUCTION.............................................................................................................................................2
RESEARCH OBJECTIVES .................................................................................................................................3
RESULTS SURROUNDING RESPONDENTS’ FREQUENCY OF ATTENDANCE....................................................4
Objective 3: To determine the frequency of attending various live theatre performances. ...................4
Area of Residence Analysis .......................................................................................................................5
Number of Household Member Analysis..................................................................................................6
Age Analysis ..............................................................................................................................................8
Question 5 to Question 7 Cross Tabulation Analysis..............................................................................11
Additional Results ...................................................................................................................................13
CONCLUSIONS AND RECOMMENDATIONS.................................................................................................14
APPENDICES................................................................................................................................................16
Appendix A: Summary of Attendance Frequency Results and Demographic Responses.......................16
Appendix B: Proof of Findings – ANOVA and Cross Tabulations ............................................................21

2
INTRODUCTION
The goal of the research performed on the live theatre industry was to identify the ideal target
audiences for this market as well as understand this segment’s behaviours and purchasing habits.
Primarily, this report specifically focuses on the attendance frequency of various live performance
genres. The following report will analyze whether respondents attend different live performance
categories often or on an occasional basis. These results will be tested against various demographic
factors such as age, number of household members and the area of residence.
The objective of these analytical tests is to produce data patterns and relationships which can be
practically applied to be more effective in reaching the best target audience segments in the live theatre
industry. The conclusions and recommendations section will summarize the findings and provide
primary suggestions to build upon this preliminary research. The following patterns that are discovered
are by no means completely accurate since there are numerous factors which could affect these survey
results and analysis. However, there are several key findings which could lead market researchers to
identify clear trends in the live theatre industry.
If these conclusions are followed upon and confirmed through further research, this practical knowledge
could provide a company with the edge necessary to more effectively and efficiently reach the most
substantial and profitable target audience depending on the performance genre.

3
RESEARCH OBJECTIVES
The main objectives of the research were:
1. To determine the profile of live theatre attendees.
2. To determine the preferred entertainment types.
3. To determine the frequency of attending various live theatre performances.
4. To determine the purchasing habits of tickets for live entertainment performances.
5. To determine the frequency of attending various live theatre venues.
6. To determine the ideal attributes of a live theatre.
7. To determine the influencing factors when deciding to return to an entertainment venue.
8. To determine the most favoured services and amenities offered at a live performance.
9. To determine attitudes towards price points for purchasing a live theatre performance ticket.
10. To determine attitudes towards price points for purchasing various live performances bundle.
11. To determine the preferred sources of information used when seeking a live theatre
performance.
12. To determine the most used social media sites by live theatre attendees.
This report’s focus is on objective 3: to determine the frequency of attending various live theatre
performances. This objective will be analyzed against living area of respondents, number of people in
household and age. Objectives 5 and 7 will also be considered in the report.

4
RESULTS SURROUNDING RESPONDENTS’ FREQUENCY OF ATTENDANCE
Objective 3: To determine the frequency of attending various live theatre performances.
Musical performances are the most frequently attended theatre genre.
Age and number of household members strongly affect frequency.
 An astounding 83% of respondents attend live performance musicals often or at least on an
occasional basis.
 With 61 percentage points less than musicals, operas was the lowest ranking category included,
as only 18% of participants attended them.
 There is a significant difference between the percentages of respondents who attend comedic
or dramatic performances (66% and 61% respectively), compared to ones who join children’s or
symphony shows (32%). That’s a difference of at least 29 percentage points between
respondents who prefer comedies and dramas over children shows and symphonies.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Opera
Symphony
Children's
Other
Dramatic
Comedy
Musical
Percentage Attended
PerformanceTypes
Musical Live Performances More Popular Than
Dramatic or Comedy Shows
Occasionally Often

5
 Musicals was the only category which received over 20% of respondents who attend those live
performances often.
 For each category, it was common for the number of occasional attendees to be 16-39
percentage points higher than respondents who saw a performance genre often.
Area of Residence Analysis
o 71% of respondents from Etobicoke attend dramatic live performances, while only 48% of
Meadowvale residents who completed the survey enjoy this genre of live theatre, which is a
difference of 23 percentage points.
o 68% of Toronto respondents enjoy attending live performance dramas which is in line with
the other area of residences that rank near the top of this survey question, like Etobicoke.
o The other 5 areas included in this survey section (Square One, Cooksville, Erin Mills,
Streetsville, Oakville) ranged from 58-70% of respondents who attend dramatic live
performances.
0% 10% 20% 30% 40% 50% 60% 70% 80%
Meadowvale
Toronto
Etobicoke
Pecentage Attended
AreaofResidence
Respondents in Etobicoke and Toronto Enjoy
Dramatic Live Performances over
Meadowvale Residents
Occasionally Often

6
Number of Household Member Analysis
o There is a steady decline in the percentage of respondents who attend symphony
performances as the number of household members increase.
o 40% of respondents who attend symphony performances are living by themselves, while
only 19% of respondents live in a household with 5 or more members.
o There is a 10 percentage point drop from respondents in 2 member households and
attendees with 3-4 people in their home.
o That 10 percentage point decrease occurs again between 3-4 and 5+ household members.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3-4 5+
PercentageAttended
Household Members
Households With 1 or 2 Members Are Most Likely to Attend
Symphony Performances
Occasionally Often

7
o 48% of households with 5 or more members who responded to the survey attend children’s
live performances.
o Whereas, only 19% of single-person households and 22% of dual-member households who
responded to the survey attend this genre.
o There is a difference of 29 percentage points between respondents who live by themselves
and participants with 5 or more members living in the same house.
o There is a gap of 19 percentage points between single or dual-person households and
respondents with 3+ members living in the same place of residence.
Other Significant ANOVA – Household Findings
 29% of respondents who attend opera performances live by themselves, while only 17% of
survey participants who live in a 3-4 member household go to this live theatre genre.
0%
10%
20%
30%
40%
50%
60%
1 2 3-4 5+
PercentageAttended
Household Members
Larger Households Attend Children's Live
Performances More Often Than Singles/Couples
Occasionally Often

8
Age Analysis
o 60% of respondents between the ages of 35 and 44 attend children’s performances, which is
29 percentage points higher than the next age group with a large number of attendees,
which is 70-79, with 31%.
o There is a 60 percentage point difference between the number of attendees in the 35-44
age group and the 80+ respondents, where no person from that segment replied that they
attend children’s performances.
o There is a 40 percentage point difference between the number of attendees in the 35-44
age group and the 55-64 year old respondents who go to children’s performances (20%),
which is the lowest total for an age segment included.
o The next lowest total belongs to the 18-24 year old age group as only 21% from this
segment attend children’s live performances.
o The life cycle of attending children’s performances:
 Gradually increases and then drastically rises by 31 percentage points from the 25-
34 to the 35-44 age group.
0%
10%
20%
30%
40%
50%
60%
70%
18-24 25-34 35-44 45-54 55-64 65-69 70-79 80+
PercentageAttended
Ages
35-44 is the Most Prominent Age Group to
Attend Children's Performances
Occasionally Often

9
 Then it declines, at a similarly sudden pace (31 percentage points), until the 55-64
segment.
 Finally, there is a gradual rise until a 31 percentage point drop at the 80+ segment,
where no respondents said that they attend children’s performances.
o A total of 82% of respondents who are 80 or more years of age attend symphony
performances while only 26% of 18-24 year olds who completed the survey are symphony
theatre goers.
o Only 20% of respondents between the ages of 25 and 34 attend symphony performances.
o While the data from 18-44 are approximately the same, from the 45-54 age group and
onwards, there is a steady increase in attendance percentages.
o The two greatest increases are:
 A 16 percentage point jump from attendance among the 45-54 age group and the
55-64 segment.
 A 27 percentage point increase from the 70-79 age category and the 80+ group of
respondents.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-24 25-34 35-44 45-54 55-64 65-69 70-79 80+
PercentageAttended
Ages
As Age Increases, Interest in Symphony
Performances Peak
Occasionally Often

10
Other Significant ANOVA – Age Findings
o A total of 97% of respondents between the ages of 70-79 attend live musical performances,
while only 74% of survey participants in the 25-34 age group are musical theatre goers. This
is a difference of 23 percentage points.
o Both the 55-64 and the 65-69 age group have high respondent attendance rates (89% and
95% respectively), while only 75% of participants between the ages of 35-44 attend musical
performances.
o 37% of respondents between the ages of 70-79 attend live musical performances often. This
is similar with the “often” rate for the 55-64 and the 65-69 age groups (32% and 34%
respectively). On the other hand, only 17% of respondents between the ages of 25-34 and
15% of 35-44 year old participants attend live musical performances often. This difference in
the “often” percentages results in the overall total differences between the younger and
older age groups.

11
Question 5 to Question 7 Cross Tabulation Analysis
o Out of all the respondents who mentioned that they have seen a live theatre performance
one week ago, 44% of those individuals saw a musical. That is 27 percentage points higher
than the next option, which was live dramatic shows.
o Out of all the respondents who said that they have attended a live performance about a
month ago, 46% of those individuals went to a musical. That is 30 percentage points higher
than the next option, which was also live dramatic performances.
o Under the “one week ago” category, the highest genre (musicals, 44%) is 38 percentage
points higher than the least popular theatre option, which is symphony, with 6%.
o There is a 44 percentage point difference between respondents who have seen a musical in
the last month (46%), compared to those who have attended an opera performance about a
month ago (2%).
o For the survey question, “Please indicate what type of show you watched at your last
theatre visit”, 509 of 1,103 respondents (46%) selected the musicals option. This results in
large percentages throughout the musical category in comparison with other genres, since a
greater majority of respondents attend musicals.
0%
10%
20%
30%
40%
50%
Musical Dramatic Comedy Children's Opera Symphony
PercentageAttended
Live Performance Genres
Musicals Are the Most Popular Live Performance
Genre Without Question!
One Week Ago About a Month Ago

12
o A total 74% of respondents have attended a live dramatic performance in at least a month,
if not one week ago, while only 48% of respondents saw a comedy show in the last month or
so. This is a difference of 26 percentage points.
o The other 4 genres are within 11 percentage points of each other, between the two
extremes (Comedy and Dramatic).
o An astounding 53% of respondents who have attended an opera performance did so within
the last week. This is 27 percentage points higher than the next genre with the largest
percentage of participants who attended that theatre type within a week’s time (dramatic).
o Only 18% of respondents who have attended an opera performance did so within the last
month. This is 18 percentage points fewer than the next lowest genre in the “about a month
ago” category (symphony, 36%).
o Instead of comparing the genres with each other, this cross tabulation, with the “last time
attending a performance” as the row variable, analyzes each theatre type with itself.
Therefore, the table and graph in response to the cross tabulation does not have
overwhelmingly high results for the musical category. Although, there is still a majority of
respondents who attended a musical over other genres, when analyzing each performance
type individually with regards to the last time these events were attended, the findings are
different.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Comedy Children's Musical Symphony Opera Dramatic
PErcentageAttended
Performance Genres
A Majority of Dramatic/Opera Theatre Attendees Have Gone
Within the Last Month, Unlike Comedy Theatre Respondents
One Week Ago About a Month Ago

13
Additional Results
 Other than the items discussed earlier:
o There was no significant difference found between the frequency of respondents who
attended musical, opera, symphony, comedy, children live performances and their area
of residence following an ANOVA analysis.
attended musical, dramatic, comedy live performances and their number of household
members following an ANOVA analysis.
attended opera, comedy live performances and the participant’s age.
o When Question 5 (please indicate what type of show you watched at your last theatre
visit) and was analyzed Question 7 (please indicate the last time you attended a live
theatre performance), there were only weak, very weak or no correlation between the
variables.
 Refer to Appendix A for a summary of all responses and Appendix B for detailed
analysis of tests.

14
CONCLUSIONS AND RECOMMENDATIONS
After thoroughly analyzing objective 3, which is to determine the frequency of attending various live
theatre performances, numerous patterns and differences were discovered. To summarize the findings,
musical performances are the most frequently attended theatre genre. Also, age and number of
household members strongly affect frequency.
Question 2 on the survey asks, “In the past year, how often have you attended these types of live
performances?” A summarization of the results by means of percentages show that the larger majority
of respondents attend musicals over other theatre genres. This is evident by the 17 percentage point
gap between respondents who attend musicals often or occasionally and participants who watch
comedy performances (the next highest genre in terms of percentage attended).
Three separate ANOVA tests were done which identified several patterns between question 2 on
frequency of attendance and various demographic aspects. First, area of residence was considered in
conjunction with how frequently respondents attend different genre performances. When it comes to
dramatic live theatre, residents in Etobicoke and Toronto attend these genre performances more often
than respondents from Meadowvale and this was a significant difference by at least 20 percentage
points.
The second ANOVA test analyzed question 2 with number of household members and this yielded two
interesting conclusions. First, with regards to symphony performances, the interest in this genre drops
as the number of members in a household increase. When respondents live by themselves or with one
other person, they are more likely to attend symphony shows than survey participants who are in a 3+
person household. The second significant pattern is that respondents with 3+ household members have
a greater likelihood of attending children’s performances than survey participants in a 1-2 person
household.
The final ANOVA test helped determine two additional patterns surrounding symphonies and children’s
performances. From the symphony test, the conclusion made is that interest in this genre peaks as a
person approaches an elderly age. There is a clear positive relationship where the frequency of
attending symphony performances generally grows as someone increases in age. With regards to
children’s performances, the 35-44 year old group is the only age segment where a majority of
respondents attend this genre at least on an occasional basis, if not often.

15
When the final cross tabulation was initiated on question 5 and 7 with question 5 (please indicate what
type of show you watched at your last theatre visit) as the row variable, musical performances clearly
dominated. This is because a much greater number of respondents attended musicals, so when
compared with less popular genres according to frequency, musical performances would obviously
accumulate the majority of percentages attended over the course of 1 week and 1 month.
Therefore, the other cross tabulation test where question 5 was the column variable was more revealing
because each performance type was analyzed according to itself in terms of frequency. That test shows
how opera and dramatic performances have the highest percentage of respondents who attended
within the last month. While musicals might be the most popular theatre genre, in terms of recent
attendance, opera and dramatic performances lead the list.
It is recommended that further research is done on certain areas because confirming initial trends could
lead to numerous opportunities in the theatre industry. It is suggested that additional analysis is
conducted throughout the Meadowvale, Toronto and Etobicoke residences to determine if there is a
true pattern among attendees of dramatic theatre performances. That could change which genre is
showed at certain theatres in surrounding areas.
There were expected correlations between age groups and number of household members who would
attend symphonies and children’s performances. If additional research is conducted to confirm these
conclusions, this data could identify are more focused target audience for both children’s performances
(parents with young children between the ages of 35 and 44), and symphonies (retired, older
individuals, 70 years old and above).
Finally, further analysis on the recency of attendance for dramatic and opera performances will identify
an opportunity for these genres. While the initial analysis proved musicals to be the more popular genre
in terms of attendance frequency (often and occasionally), research into dramatic and opera
performances could reveal a strong, loyal customer base who attends these shows on a more regular
basis (weekly and monthly, as opposed to once or twice a year). Also, more market research into
musical enthusiasts’ attendance habits could help researchers identify some regularity issues with
respondents who prefer this category over other performance genres.

16
APPENDICES
Appendix A: Summary of Attendance Frequency Results and Demographic Responses
Percentages Analysis Results
In the past year, how often have you attended these types of
live performances? - Musical (1)
Category Frequency Percent
Often 280 24.2%
Occasionally 684 59.1%
Never 194 16.8%
Total 1158 100.0%
live performances? - Opera (2)
Often 40 3.6%
Never 887 78.9%
Total 1124 100.0%
live performances? - Symphony (3)
Often 68 6.0%
Never 763 67.8%
Total 1125 100.0%

17
live performances? - Dramatic (4)
Often 155 13.9%
Never 441 39.5%
Total 1117 100.0%
live performances? - Comedy (5)
Often 161 14.3%
Never 381 34.0%
Total 1122 100.0%
live performances? - Children’s (6)
Often 81 7.3%
Never 758 67.9%
Total 1116 100.0%
live performances? - Other: (7)
Often 61 7.4%
Never 384 46.4%
Total 828 100.0%

18
Percentages Analysis Results
Please indicate the last time you attended a live theatre
performance:
One Week ago 216 19.0%
About a month ago 445 39.1%
Six months ago 288 25.3%
One year ago 103 9.1%
Unsure 66 5.8%
Never 20 1.8%
Total 1138 100.0%
Please indicate what type of show you watched at your last
theatre visit:
Musical 509 46.1%
Opera 45 4.1%
Symphony 55 5.0%
Dramatic 143 13.0%
Comedy 138 12.5%
Children's 92 8.3%
Other 121 11.0%
Total 1103 100.0%
Gender
Female 758 74.2%
Male 263 25.8%
Total 1021 100.0%

19
Age
18-24 39 3.8%
25-34 104 10.2%
35-44 185 18.1%
45-54 282 27.6%
55-64 241 23.6%
65-69 78 7.6%
70-79 59 5.8%
80+ 12 1.2%
Preferred not to answer 20 2.0%
Total 1020 100.0%
“Household” income
Under $20000 34 3.3%
$20000-$59999 127 12.5%
$60000-$99999 214 21.0%
$100000-$150000 184 18.1%
Over $150000 143 14.0%
Prefer not to answer 317 31.1%
Total 1019 100.0%
Marital status
Single 188 18.4%
Married to equivalent 652 64.0%
Divorced or separated 81 7.9%
Common Law 36 3.5%
Decline to answer 62 6.1%
Total 1019 100.0%

20
Please indicate the area you live in
Meadowvale 88 8.7%
Erin Mills 105 10.3%
Square One 154 15.1%
Streetsville 63 6.2%
Cooksville 87 8.6%
Oakville 56 5.5%
Etobicoke 53 5.2%
Toronto 55 5.4%
Other 356 35.0%
Total 1017 100.0%
How many people are in your household?
1 117 11.5%
2 333 32.7%
3-4 420 41.3%
5+ 87 8.6%
Prefer not to answer 60 5.9%
Total 1017 100.0%

21
Appendix B: Proof of Findings – ANOVA and Cross Tabulations
Demographic Variable: Area of Residence
CROSSTABS VARIABLES ANALYZED
Row Variable -
>>
In the past year, how often have you attended
these types of live performances? - Dramatic (4)
Column Variable -
>> Please indicate the area you live in
Column
Percents
Meadowvale Erin Mills Square One Streetsville Cooksville
Often 8% 13% 14% 10% 9%
Occasionally 40% 50% 44% 56% 51%
Never 52% 37% 42% 34% 40%
Grand Total 100% 100% 100% 100% 100%
Oakville Etobicoke Toronto Other
Grand
Total
19% 23% 26% 17% 15%
51% 48% 42% 46% 47%
30% 29% 32% 37% 38%
100% 100% 100% 100% 100%
Demographic Variable: Number of Household Members
Row Variable -
>>
In the past year, how often have you
attended these types of live
performances? - Opera (2)
Column Variable -
>> How many people are in your household?
Column
Percents
1 2 3-4 5+
Prefer not
to answer
Grand
Total
Often 6% 5% 3% 1% 7% 4%
Occasionally 23% 19% 14% 20% 22% 18%
Never 70% 76% 84% 79% 71% 79%
Grand Total 100% 100% 100% 100% 100% 100%

22
Row Variable -
>>
performances? - Symphony (3)
Column Variable -
>> How many people are in your household?
Column
Percents
1 2 3-4 5+
Prefer not
to answer
Grand
Total
Often 10% 9% 5% 4% 0% 6%
Occasionally 30% 30% 24% 15% 33% 27%
Never 60% 61% 71% 81% 67% 67%
Grand Total 100% 100% 100% 100% 100% 100%
Row Variable -
>>
performances? - Children’s (6)
Column Variable -
>>
How many people are in your
household?
Column
Percents
1 2 3-4 5+
Prefer not
to answer
Grand
Total
Often 3% 4% 12% 13% 2% 8%
Occasionally 16% 18% 29% 35% 26% 24%
Never 81% 78% 59% 51% 72% 68%
Grand Total 100% 100% 100% 100% 100% 100%

23
Demographic Variable: Age
Row Variable ->>
In the past year, how often
have you attended these types
of live performances? - Musical
(1)
Column Variable ->> Age
Column Percents
18-24 25-34 35-44 45-54
Often 31% 17% 15% 23%
Occasionally 49% 57% 60% 63%
Never 21% 25% 25% 14%
Grand Total 100% 100% 100% 100%
55-64 65-69 70-79 80+
Preferred
not to
answer
Grand
Total
32% 34% 37% 33% 26% 25%
57% 61% 60% 58% 63% 59%
11% 5% 4% 8% 11% 15%
100% 100% 100% 100% 100% 100%

24
Row Variable ->>
In the past year, how often have
you attended these types of live
performances? - Symphony (3)
Column Percents
18-24 25-34 35-44 45-54 55-64
Often 3% 4% 4% 4% 6%
Occasionally 23% 16% 21% 24% 32%
Never 74% 80% 74% 72% 63%
Grand Total 100% 100% 100% 100% 100%
65-69 70-79 80+
Preferred
not to
answer
Grand
Total
20% 14% 27% 5% 6%
34% 41% 55% 32% 27%
46% 45% 18% 63% 67%
100% 100% 100% 100% 100%
Row Variable ->>
performances? - Dramatic (4)
Column Percents
18-24 25-34 35-44 45-54 55-64
Often 28% 9% 11% 13% 20%
Occasionally 28% 32% 45% 47% 52%
Never 44% 59% 44% 40% 28%
Grand Total 100% 100% 100% 100% 100%
65-69 70-79 80+
Preferred
not to
answer
Grand
Total
23% 16% 0% 17% 15%
51% 55% 73% 56% 47%
26% 29% 27% 28% 38%
100% 100% 100% 100% 100%

25
Row Variable ->>
performances? - Children’s (6)
Column Percents
18-24 25-34 35-44 45-54 55-64
Often 8% 6% 18% 8% 2%
Occasionally 13% 22% 42% 21% 18%
Never 79% 73% 40% 71% 80%
Grand Total 100% 100% 100% 100% 100%
65-69 70-79 80+
Preferred
not to
answer
Grand
Total
3% 2% 0% 11% 8%
22% 29% 0% 26% 24%
76% 69% 100% 63% 68%
100% 100% 100% 100% 100%
Cross Tabulations with Question 5 and Question 7
Row Variable ->>
Please indicate what type of show
you watched at your last theatre
visit:
Column Variable ->>
Please indicate the last time you
attended a live theatre
performance:
Column
Percents
One
Week ago
About a
month ago
Six months
ago
One year
ago Unsure
Grand
Total
Musical 44% 46% 49% 46% 42% 46%
Opera 11% 2% 2% 2% 6% 4%
Symphony 6% 5% 5% 4% 8% 5%
Dramatic 17% 16% 8% 9% 9% 13%
Comedy 7% 12% 17% 14% 14% 13%
Children's 7% 9% 7% 13% 9% 8%
Other 8% 11% 12% 13% 12% 11%
Grand Total 100% 100% 100% 100% 100% 100%

26
Row Variable ->>
Please indicate the last time you
attended a live theatre
performance:
Column Variable ->>
Please indicate what type of show
you watched at your last theatre
visit:
Column Percents
Musical Opera Symphony Dramatic
One Week ago 18% 53% 24% 26%
About a month ago 40% 18% 36% 48%
Six months ago 28% 16% 24% 15%
One year ago 9% 4% 7% 6%
Unsure 5% 9% 9% 4%
Grand Total 100% 100% 100% 100%
Comedy Children's Other
Grand
Total
11% 15% 14% 19%
37% 43% 41% 40%
36% 21% 27% 26%
10% 14% 11% 9%
7% 7% 7% 6%
100% 100% 100% 100%

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