Performing arts audience segments

Richard P. Nielsen Ph.D., Charles McQueen, Angela B. Nielsen

Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 4

Abstract

This article reports audience segmentation results of an extensive performing arts audience research study conducted in central Illinois. The audience segmentation results are discussed as well as the reasons why arts audience segmentation analysis is important. Some needed directions in arts audience segmentation research are suggested.

Keywords

Classical Music, Baumol, Segmentation Analysis, Audience Segment, Modern Dance

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