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The Finances of the Performing Arts
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The Finances of the Performing Arts

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Reports on a market research study conducted in 1970-71 by Eric Marder Associates, Inc. of performing arts audiences and potential audiences in 12 cities.

Ford Foundation
1974
119 pages


Contents
Preface
Introduction
I: the Audience
A: Exposure to Seven Arts
Footnotes
B: Characteristics of the Audience
C: Circumstances of Attending
II: Desires and Beliefs
A: The Topics
B: Measuring Desires
C: Measuring Beliefs
D: Highlights
Footnotes
III: Opportunities
A: The Rationale
B: Considerations of Dress, Audience Composition, and Atmosphere
C: Physical Factors
D: Tickets and Planning
E: Price
Appendix a the General Sample
Footnotes
Appendix B Exposure by City
Appendix C the Special Sample
Appendix D Desire and Belief Measurements
I: Desire Weights
II: Beliefs Profile
III: Summ Scores
Appendix E
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