A paper on marketing research dealing with music predilection and music consumption of the general Israeli public.
Written in 2002; 9,915 words; 8 sources; MLA; $ 201.95
Paper Summary:
In the last decade many technological advances such as the Internet, CD recorders and many others offered the music consumers new alternatives to easily acquire their favorite music, while preserving a high recording quality. The paper shows that one of the solutions suggested to combat "music theft" was to decrease music prices in the Israeli market. The paper argues that before doing a general price decrease, market research should be done in the field. The paper therefore puts forward a detailed and comprehensive market research plan that might give a better understanding of the music market segmentation. The assumption that is tested by the research is: The types of music that tend to be "stolen" frequently differ from those that are not and those individuals who "steal" music belong to much lower educational and/or income level than those who tend to buy music. The paper includes strategy, methodology, questionnaire examples and detailed tables with the research results.
Table of Contents:
Executive Summary
Introduction
Methodology
Results
Introduction
Problem
Study Objectives
Strategy
Methodology
Questions
Questionnaire Design and Pre-testing
Main Study Data Collection Process
Errors and Problems
General Problems and Errors
Problems with General Data
Problems with Music Predilection
Problems with Music Consumption
Flaws in Questionnaire Form Design
Errors and Problems with Distribution
Results and Recommendations
Study Results
Conclusions
Recommendations
Appendix
Statistics
Data Evaluation Methodology
English and Hebrew Questionnaires
Bibliography
From the Paper:
"The most problematic issue that I was facing in this research is the difficulty in revealing the subject of this research, which is the illegal music consumption. My goal was to find the most neutral approach, in order not to make our respondents feel like suspects for committing a crime (that some of them do?). Therefore, I proposed to design the questionnaire in such a way that it will emphasize the music predilection side of the research, and less the music consumption side. My hope to get the true answers to those questions was based on the acquaintance with Israeli mentality ? people are open enough to provide us with true data, as long as they are anonymous. However, the credibility of the research cannot be based on such an assumption alone and I will try to estimate it using additional methods."
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