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In the box or up in the gods? Market segmentation within arts audiences using Geometric Data Analysis.

(2009)
Author
Organization
Abstract
Arts marketing benefits from fine-grained audience segmentations. In this paper we want to show that Geometric Data Analysis (GDA) is a powerful technique to segment, visualize, and analyze the audiences within arts organizations. GDA has three big advantages: it is data-driven and able to detect ‘hidden’ structures in the data, it provides thick and detailed description of various audience segments, and it is an appropriate way to visualize the heterogeneity and dispersal of the individuals within the segments. Using two very different arts consuming audiences—viz. theater and opera audiences from Flanders (Belgium)—we apply GDA to segment these audiences using aesthetic dispositions and motives for attendance as central variables. The various segments are further characterized by their socio-demographic profile as well as by variables depicting media and music preferences. Some implications for marketing the arts are discussed.
Keywords
market research, Geometric Data Analysis, correspondence analysis, market segmentation

Citation

Please use this url to cite or link to this publication:

MLA
Roose, Henk, and Daan Vandenhaute. In the Box or up in the Gods? Market Segmentation within Arts Audiences Using Geometric Data Analysis. Edited by François Colbert and Zannie Giraud Voss, International Journal of Arts Management, 2009.
APA
Roose, H., & Vandenhaute, D. (2009). In the box or up in the gods? Market segmentation within arts audiences using Geometric Data Analysis. In F. Colbert & Z. Giraud Voss (Eds.). Presented at the International Conference in Arts and Cultural Management, Dallas: International Journal of Arts Management.
Chicago author-date
Roose, Henk, and Daan Vandenhaute. 2009. “In the Box or up in the Gods? Market Segmentation within Arts Audiences Using Geometric Data Analysis.” In , edited by François Colbert and Zannie Giraud Voss. Dallas: International Journal of Arts Management.
Chicago author-date (all authors)
Roose, Henk, and Daan Vandenhaute. 2009. “In the Box or up in the Gods? Market Segmentation within Arts Audiences Using Geometric Data Analysis.” In , ed by. François Colbert and Zannie Giraud Voss. Dallas: International Journal of Arts Management.
Vancouver
1.
Roose H, Vandenhaute D. In the box or up in the gods? Market segmentation within arts audiences using Geometric Data Analysis. In: Colbert F, Giraud Voss Z, editors. Dallas: International Journal of Arts Management; 2009.
IEEE
[1]
H. Roose and D. Vandenhaute, “In the box or up in the gods? Market segmentation within arts audiences using Geometric Data Analysis.,” presented at the International Conference in Arts and Cultural Management, Dallas, VS, 2009.
@inproceedings{943319,
  abstract     = {{Arts marketing benefits from fine-grained audience segmentations. In this paper we want to show that Geometric Data Analysis (GDA) is a powerful technique to segment, visualize, and analyze the audiences within arts organizations. GDA has three big advantages: it is data-driven and able to detect ‘hidden’ structures in the data, it provides thick and detailed description of various audience segments, and it is an appropriate way to visualize the heterogeneity and dispersal of the individuals within the segments. Using two very different arts consuming audiences—viz. theater and opera audiences from Flanders (Belgium)—we apply GDA to segment these audiences using aesthetic dispositions and motives for attendance as central variables. The various segments are further characterized by their socio-demographic profile as well as by variables depicting media and music preferences. Some implications for marketing the arts are discussed.}},
  author       = {{Roose, Henk and Vandenhaute, Daan}},
  editor       = {{Colbert, François and Giraud Voss, Zannie}},
  keywords     = {{market research,Geometric Data Analysis,correspondence analysis,market segmentation}},
  language     = {{eng}},
  location     = {{Dallas, VS}},
  pages        = {{16}},
  publisher    = {{International Journal of Arts Management}},
  title        = {{In the box or up in the gods? Market segmentation within arts audiences using Geometric Data Analysis.}},
  year         = {{2009}},
}