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Marketing Research For The Music Industry

2552 words - 11 pages

Introduction and Method

The music listening behaviors of students at Ferris State University have similarities as well as differences. These music preferences can depend on one’s background, interests, as well as friends. The Music Industry Management Program (MIM) was established at FSU in the 90’s to give students real world experience. The MIM program hosts various concerts on campus, year-round. This study will give the MIM program and Sports Marketing students insight on the listening habits of FSU students: types of legends they listen to, how they listen to music, and possible songs that can be played for FSU sports marketing at athletic events. Also, the assistant athletic ...view middle of the document...

Student preferences in all classes (60 marketing students) were tabulated and merged with online ratings to develop the final listing of ‘all time legend artists’ (Beatles, U2, Journey, Johnny Cash, etc.).

Demographic (nominal-scaled) information included gender, college, and class standing. Ratio scaled variables, age and semesters, were converted to categories for convenient analysis. Several open-ended questions covered FSU and other concerts. How students were listening (AM, FM radio, satellite, portables, CD, WEB, vinyl, and TV) was measured using an ordinal scale of never, sometimes, often and very often. Level of listening to the oldies (legend artists of all time) was measured with a 1-10 interval scale for high sensitivy.

Sample Size
Using the percent sample size formula (n=z2 * pq/e2), it was determined that 385 would be an appropriate random sample. A sample of 385 provides 95% confidence level and 5% error, and was used for practical purposes in this study. Using cluster sampling and systematic random sampling from a full-time faculty listing, 375 students ended up being surveyed. An estimate of 17 classrooms was believed adequate to generate a sample of 400. However, the 375 sample size was only 10 students short of the 385 goal, and does not significantly impact the findings. A value of p and q using 50% and 50% was used in the study to maximize the sample size. Therefore, 95% confidence level is assumed in this study.

Cluster Sampling Procedure
A list of full-time FSU faculty was provided (see sample at the end of this method section). Cluster sampling was used to sample classrooms. Researchers selected classes using systematic random sampling, resulting in 17 classroom clusters across campus. A starting number was drawn from a hat and students in each of three classes selected every nth name in the faculty listing.

The resulting probability sample included a variety of classes across campus (chemistry, automotive, construction management, math, child care, HVAC, optometry, graphic design, social work, music, ISYS, retailing, writing, leisure studies, biology, allied health respiratory class, and humanities).

Fieldwork Procedures
Student teams secured permission to sample in classrooms from the faculty members. About 70% of faculty gave permission to enter the classroom. If faculty lesson plans did not coincide with the survey timeline, a similar class was replaced (a biology class was replaced by a biology class). At least two students from each team went to the classrooms and administered the surveys. Fieldworkers introduced themselves and gave brief instructions for the survey. Respondents were encouraged to complete the open-ended questions. One student even took homemade cookies to an allied health class as a thank you.

SPSS and Analysis
Data was entered into an SPSS statistical package. Analysis included percents, means, t-tests, ANOVA, chi-square and open-ended responses.

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