Data Sources and Data Typology for Audience Research in Performing Arts Institutions
Marie Vítová Dušková
Abstract
Data is a basic prerequisite for successful and effective audience research - for both theoretical and practical marketing research. In this conceptual paper, we explore the data generally used for research in terms of their sources and types. In addition to the analysis of the available literature, we observe common processes performed by institutions of performing arts. Subsequently, we describe the basic entities of the ecosystem of data from the perspective of their origin and identify their sources. We represent the entire data ecosystem with a model of data sources and data types. Then we present a practical application of the model on a specific example of work-ing with data and the use of data for strategic analysis of the audience.
Keywords: classical music audience, classical music, audience data, customer lifetime value, marketing research
JEL Classification: M
Received: 21.11.2020 Accepted: 14.12.2020 Published: 31.12.2020
How to cite this (APA 7th edition):
Dušková, M. (2020). Data Sources and Data Typology for Audience Research in Performing Arts Institutions. Studia commercialia Bratislavensia: vedecký časopis Obchodnej fakulty Ekonomickej univerzity v Bratislave, 13(4), 380-391.
ISSN (online): 1339-3081
Publisher: Fakulty of Commerce, University of Economics in Bratislava
License:
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.