Research studies of domestic dance marketing questionnaires have steadily been implemented, but these studies aren't diverse enough in terms of content. Moreover, the same themes have repeatedly been investigated, and it's necessary to look into a pervasive research trend in dance marketing question...
Research studies of domestic dance marketing questionnaires have steadily been implemented, but these studies aren't diverse enough in terms of content. Moreover, the same themes have repeatedly been investigated, and it's necessary to look into a pervasive research trend in dance marketing questionnaires. The purpose of this study was to make a content analysis of research papers in order to examine the use of questionnaires and the methods of data analysis. It's basically meant to determine a pervasive trend in research studies of dance marketing. 76 studies that made use of questionnaires as instruments were selected from among the domestic theses, dissertations and academic journal articles that were published in between the 1990s and August, 2012, when theses, dissertations and articles of art management were presented. The collected studies were analyzed according to a framework of analysis prepared by this researcher, and a frequency analysis and a multiple response analysis were implemented. Given the findings of the study, the following conclusion was reached: Studies of domestic dance marketing that utilized questionnaires as instruments have steadily been conducted since 2000. The necessity of audience development was recognized along with an increase in the number of domestic performance halls and the input of experts in art management, and that seemed why research studies of dance marketing were implemented. Specifically, the five-day workweek that was introduced in 2005 made it possible for people in general to have more free time, and the number of arts consumers has consequently be expanded. That seemed to be another reason that sustained marketing research studies were carried out to stimulate art consumers to enjoy dance performances. When the studies were analyzed by an area of study, it's found that many of the studies were concerned with performances. As for the reasons, the success or failure of performances is closely bound up with marketing strategies, and questionnaires are competitive tools to quickly grasp the disposition of consumers to formulate successful marketing strategies. Given the conclusion of the study, there are some suggestions: A research study that uses the questionnaire method makes it possible to spare time and cost and to acquire necessary information from many respondents at a time. In terms of content and form, however, it cannot be said that studies have been implemented from diverse angles, and every school and academic societies should make a full-fledged research to shed light on general dance-related phenomena. As the scope of this study was confined to the pure art of dancing, the use of questionnaires and data analysis in research studies of marketing for not only the pure art of dancing but social dance should be investigated in the future.
Research studies of domestic dance marketing questionnaires have steadily been implemented, but these studies aren't diverse enough in terms of content. Moreover, the same themes have repeatedly been investigated, and it's necessary to look into a pervasive research trend in dance marketing questionnaires. The purpose of this study was to make a content analysis of research papers in order to examine the use of questionnaires and the methods of data analysis. It's basically meant to determine a pervasive trend in research studies of dance marketing. 76 studies that made use of questionnaires as instruments were selected from among the domestic theses, dissertations and academic journal articles that were published in between the 1990s and August, 2012, when theses, dissertations and articles of art management were presented. The collected studies were analyzed according to a framework of analysis prepared by this researcher, and a frequency analysis and a multiple response analysis were implemented. Given the findings of the study, the following conclusion was reached: Studies of domestic dance marketing that utilized questionnaires as instruments have steadily been conducted since 2000. The necessity of audience development was recognized along with an increase in the number of domestic performance halls and the input of experts in art management, and that seemed why research studies of dance marketing were implemented. Specifically, the five-day workweek that was introduced in 2005 made it possible for people in general to have more free time, and the number of arts consumers has consequently be expanded. That seemed to be another reason that sustained marketing research studies were carried out to stimulate art consumers to enjoy dance performances. When the studies were analyzed by an area of study, it's found that many of the studies were concerned with performances. As for the reasons, the success or failure of performances is closely bound up with marketing strategies, and questionnaires are competitive tools to quickly grasp the disposition of consumers to formulate successful marketing strategies. Given the conclusion of the study, there are some suggestions: A research study that uses the questionnaire method makes it possible to spare time and cost and to acquire necessary information from many respondents at a time. In terms of content and form, however, it cannot be said that studies have been implemented from diverse angles, and every school and academic societies should make a full-fledged research to shed light on general dance-related phenomena. As the scope of this study was confined to the pure art of dancing, the use of questionnaires and data analysis in research studies of marketing for not only the pure art of dancing but social dance should be investigated in the future.
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