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Copyright

Product Number:	7B19A039
Title:	Opera Philadelphia: Segmentation Strategies for Changing Markets-Student Spreadsheet
	This spreadsheet supports the product "Opera Philadelphia: Segmentation Strategies for Changing Markets" (9B19A039)
Prepared by:	Professors Dennis Paris, Jean Wilcox, Amy Lavin, and Sheri Lambert
Last Revised:	August 15, 2019
No part of this file may be reproduced, stored in a retrieval system, posted to the Internet, or transmitted in any form or by any means without the permission of Ivey Business School Foundation. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) [email protected]; www.iveycases.com. Our goal is to publish materials of the highest quality; submit any errata to [email protected].
© 2019 Ivey Business School Foundation

Disguised Research Data

	OPERA PHILADELPHIA SURVEY DATA: "SEGMENTATION STRATEGIES FOR CHANGING MARKETS"
	Please note that the following data has been disguised from its original version. It is provided for the purpose of resolving the associated Opera Philadelphia business case in an academic setting. It has also been organized into 8 different segments to offer a starting point for students to profile each and determine strategy and tactical marketing recommendations for this case.
	2014 Survey: Cross Tab Data Responses
					Segments
		Total			Attenders #1		Attenders #2		Attenders #3		Attenders #4		Attenders #5		Buff #1		Buff #2		Buff #3
Q#		Count	%		Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%
1	What is the highest level of education you have completed?
	Sample Size	2480			455		308		185		288		341		303		305		296
	High School / GED	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
	Some College	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
	Associate’s Degree	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
	Bachelor’s Degree	1109	45%		239	52%	153	50%	94	51%	138	48%	164	48%	118	39%	121	40%	84	28%
	Master’s Degree	933	38%		169	37%	106	35%	81	44%	108	37%	136	40%	109	36%	116	38%	108	36%
	Other Doctorate or Professional Degree	439	18%		48	10%	49	16%	10	5%	43	15%	41	12%	76	25%	68	22%	105	35%
2	Which of the following best describes your annual household income?
	Sample Size	2480			455		308		185		288		341		303		305		296
	Under $15,000	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
	$15,000 to $24,999	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
	$25,000 to $34,999	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
	$35,000 to $49,999	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
	$50,000 to $74,999	409	16%		69	15%	63	20%	40	22%	71	25%	65	19%	29	10%	41	14%	31	11%
	$75,000 to $99,999	625	25%		120	26%	65	21%	56	30%	84	29%	81	24%	70	23%	86	28%	63	21%
	$100,000 to $149,999	840	34%		163	36%	98	32%	64	34%	84	29%	124	36%	119	39%	94	31%	96	32%
	$150,000 to $249,999	440	18%		81	18%	51	17%	23	12%	41	14%	61	18%	64	21%	58	19%	61	21%
	$250,000 and Over	166	7%		23	5%	31	10%	3	1%	8	3%	10	3%	21	7%	26	9%	45	15%
	I prefer not to answer	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
3	Please indicate your age.
	Sample Size	2480			455		308		185		288		341		303		305		296
	Less than 18	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
	19-27	181	7%		35	8%	39	13%	21	11%	26	9%	18	5%	15	5%	11	4%	16	5%
	28-37	619	25%		105	23%	89	29%	108	58%	100	35%	63	18%	53	17%	48	16%	55	19%
	38-47	354	14%		85	19%	48	15%	25	14%	44	15%	51	15%	31	10%	43	14%	28	9%
	48-57	371	15%		83	18%	29	9%	14	7%	43	15%	60	18%	50	17%	54	18%	40	14%
	58-62	313	13%		55	12%	29	9%	6	3%	25	9%	56	16%	60	20%	48	16%	34	11%
	63-67	349	14%		60	13%	38	12%	6	3%	31	11%	56	16%	43	14%	56	18%	59	20%
	68-72	148	6%		21	5%	20	7%	0	0%	14	5%	20	6%	23	7%	23	7%	28	9%
	73-77	93	4%		6	1%	11	4%	3	1%	3	1%	10	3%	20	7%	16	5%	24	8%
	78-82	41	2%		5	1%	6	2%	3	1%	1	0%	6	2%	8	2%	3	1%	10	3%
	83-87	6	0%		0	0%	0	0%	0	0%	0	0%	0	0%	1	0%	3	1%	3	1%
	88-92	3	0%		0	0%	0	0%	0	0%	0	0%	1	0%	0	0%	1	0%	0	0%
	Over 93	0	0%		0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%	0	0%
	Prefer Not to Answer	4	0%		0	0%	0	0%	0	0%	1	0%	0	0%	0	0%	1	0%	1	0%
					Segments
		Total			Attenders #1		Attenders #2		Attenders #3		Attenders #4		Attenders #5		Buff #1		Buff #2		Buff #3
Q#		Count	%		Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%
4	Have you attended the opera in the last 3 years?
	Sample Size	2480			455		308		185		288		341		303		305		296
	Yes	1461	59%		205	45%	170	55%	154	83%	125	43%	138	40%	203	67%	248	81%	220	74%
	No	1019	41%		250	55%	138	45%	31	17%	163	57%	204	60%	100	33%	58	19%	76	26%
5	Which of the following events have you attended in the last 12 months?
	Sample Size	2480			455		308		185		288		341		303		305		296
	Total Mentions	8318			1379		880		788		840		1010		1059		1198		1165
	Opera	1123	45%		156	34%	108	35%	120	65%	89	31%	94	27%	161	53%	205	67%	190	64%
	Symphony	990	40%		130	29%	96	31%	85	46%	75	26%	115	34%	150	50%	174	57%	165	56%
	Play	1656	67%		308	68%	190	62%	106	57%	196	68%	229	67%	193	64%	216	71%	219	74%
	Musical Theatre	1505	61%		274	60%	178	58%	131	71%	170	59%	213	62%	186	62%	175	57%	179	60%
	Ballet	606	24%		103	23%	73	24%	81	44%	48	17%	63	18%	75	25%	78	25%	88	30%
	Choral Performance	708	29%		113	25%	56	18%	53	28%	59	20%	123	36%	105	35%	113	37%	88	30%
	Music Festival	891	36%		190	42%	106	35%	109	59%	120	42%	105	31%	78	26%	95	31%	89	30%
	Chamber Music	428	17%		41	9%	31	10%	50	27%	31	11%	36	11%	70	23%	84	27%	84	28%
	Contemporary Dance	383	15%		60	13%	39	13%	51	28%	45	16%	31	9%	35	12%	59	19%	63	21%
	I have not attended any of these in the last 12 months.	29	1%		5	1%	4	1%	1	1%	8	3%	3	1%	6	2%	0	0%	3	1%
6	In a typical year, how often do you attend Opera?
	Sample Size	1123			156		108		120		89		94		161		205		190
	Less than Once a Year	181	16%		31	20%	33	30%	13	10%	30	34%	23	24%	21	13%	11	5%	20	11%
	1-2	501	45%		80	51%	53	49%	36	30%	44	49%	55	59%	64	40%	88	43%	83	43%
	3-4	236	21%		29	18%	8	7%	24	20%	11	13%	10	11%	53	33%	65	32%	38	20%
	5-6	76	7%		13	8%	10	9%	9	7%	1	1%	4	4%	10	6%	16	8%	14	7%
	7-8	56	5%		4	2%	1	1%	21	18%	1	1%	0	0%	6	4%	5	2%	18	9%
	9-10	28	2%		0	0%	0	0%	10	8%	1	1%	1	1%	3	2%	8	4%	5	3%
	More than 10 Times a Year	44	4%		0	0%	4	3%	8	6%	0	0%	1	1%	5	3%	13	6%	14	7%
7	In a typical year, how often do you attend a Music Festival?
	Sample Size	891			190		106		109		120		105		78		95		89
	Less than Once a Year	93	10%		14	7%	11	11%	9	8%	13	10%	19	18%	10	13%	10	11%	8	8%
	1-2	533	60%		119	63%	69	65%	41	38%	70	58%	69	65%	44	56%	58	61%	64	72%
	3-4	159	18%		35	18%	18	16%	23	21%	28	23%	10	10%	16	21%	18	18%	13	14%
	5-6	66	7%		19	10%	6	6%	13	11%	9	7%	6	6%	5	6%	6	7%	3	3%
	7-8	24	3%		3	1%	1	1%	11	10%	1	1%	1	1%	3	3%	3	3%	1	1%
	9-10	11	1%		0	0%	0	0%	9	8%	0	0%	0	0%	0	0%	1	1%	1	1%
	More than 10 Times a Year	6	1%		1	1%	1	1%	4	3%	0	0%	0	0%	0	0%	0	0%	0	0%
					Segments
		Total			Attenders #1		Attenders #2		Attenders #3		Attenders #4		Attenders #5		Buff #1		Buff #2		Buff #3
Q#		Count	%		Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%
8	Imagine you are considering attending an arts event. The event could have any (not all) of the following attributes. How important would each attribute be in your decision of whether to attend?
8.1	Has high production quality
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1573	63%		239	52%	99	32%	163	88%	206	72%	168	49%	288	95%	196	64%	215	73%
8.2	Features well-known talent
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	729	29%		114	25%	39	13%	145	78%	51	18%	49	14%	185	61%	64	21%	83	28%
8.3	Offers a good value for the money
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1285	52%		210	46%	83	27%	148	80%	266	93%	191	56%	201	67%	126	41%	60	20%
8.4	Offers a low price compared to other arts events
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	723	29%		119	26%	34	11%	136	74%	195	68%	103	30%	75	25%	46	15%	15	5%
8.5	Breaks new artistic ground
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	475	19%		83	18%	6	2%	153	82%	44	15%	13	4%	39	13%	85	28%	54	18%
8.6	Is a production of a “classic”
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	683	28%		111	24%	40	13%	150	81%	39	13%	85	25%	163	54%	30	10%	65	22%
8.7	Is an “edgy” production that pushes boundaries
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	455	18%		85	19%	16	5%	136	74%	48	17%	18	5%	30	10%	75	25%	48	16%
8.8	Is a “family friendly” production
	Top 2	434	17%		98	21%	18	6%	140	76%	38	13%	89	26%	45	15%	8	2%	0	0%
8.9	Has a familiar title or content
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	559	23%		105	23%	30	10%	136	74%	44	15%	69	20%	136	45%	15	5%	24	8%
8.1	Tells a story you can easily relate to
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	696	28%		154	34%	26	9%	154	83%	100	35%	99	29%	106	35%	36	12%	21	7%
					Segments
		Total			Attenders #1		Attenders #2		Attenders #3		Attenders #4		Attenders #5		Buff #1		Buff #2		Buff #3
Q#		Count	%		Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%
9	Below is a list of characteristics that a person may consider important in his or her life. Please indicate how important each of the following is in your life.
9.1	Discovery, being open to new ideas and experiences
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1710	69%		310	68%	56	18%	163	88%	224	78%	201	59%	238	79%	273	89%	246	83%
9.2	Freedom, being in control of my life
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1850	75%		345	76%	71	23%	151	82%	254	88%	224	66%	273	90%	273	89%	260	88%
9.3	Fun, enjoying life to the fullest
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1781	72%		338	74%	80	26%	170	92%	250	87%	213	62%	253	83%	254	83%	225	76%
9.4	Hard work, putting in the time and effort needed to get things done
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1625	66%		326	72%	54	17%	161	87%	213	74%	215	63%	254	84%	228	75%	175	59%
9.5	Health, having a long, active, and healthy life
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	2048	83%		380	84%	131	43%	154	83%	254	88%	301	88%	285	94%	286	94%	256	86%
9.6	Honour, doing what’s right even if nobody I know would notice the difference
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1800	73%		326	72%	68	22%	148	80%	220	77%	304	89%	273	90%	273	89%	190	64%
9.6	Stability, being able to withstand the shocks that life can sometimes throw at me
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1758	71%		331	73%	68	22%	161	87%	239	83%	259	76%	273	90%	246	81%	181	61%
9.7	Family, spending time with and being helpful to my family
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1751	71%		353	77%	96	31%	158	85%	208	72%	309	90%	260	86%	224	73%	145	49%
					Segments
		Total			Attenders #1		Attenders #2		Attenders #3		Attenders #4		Attenders #5		Buff #1		Buff #2		Buff #3
Q#		Count	%		Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%
10.0	Considering the descriptions and attributes of the Fall Festival you saw on the previous screens, please indicate the degree to which you agree or disagree with each of the following.
10.1	The Fall Festival is a good idea.
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1051	42%		165	36%	46	15%	143	77%	159	55%	129	38%	141	47%	143	47%	126	43%
10.2	I would attend the Fall Festival.
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	776	31%		114	25%	24	8%	144	78%	98	34%	70	21%	109	36%	125	41%	94	32%
10.3	I would attend the Fall Festival with family and/or friends.
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	876	35%		141	31%	31	10%	146	79%	120	42%	109	32%	120	40%	120	39%	89	30%
10.4	The Fall Festival seems like a good way to introduce people to opera.
	Sample Size	2480			455		308		185		288		341		303		305		296
	Top 2	1079	43%		179	39%	43	14%	148	80%	154	53%	141	41%	138	45%	150	49%	128	43%
	ADDITIONAL SURVEY QUESTIONS - RESPONSES				Segments
		Total			Attenders #1		Attenders #2		Attenders #3		Attenders #4		Attenders #5		Buff #1		Buff #2		Buff #3
Q#		Count	%		Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%	Count	%
A1	Please indicate your gender.
	Sample Size	2480			455		308		185		288		341		303		305		296
	Male	1034	42%		220	48%	148	48%	103	55%	91	32%	99	29%	111	37%	123	40%	140	47%
	Female	1428	58%		234	51%	160	52%	80	43%	193	67%	239	70%	188	62%	181	59%	154	52%
	I prefer not to answer	19	1%		1	0%	0	0%	3	1%	4	1%	4	1%	4	1%	1	0%	3	1%
A2	Which of the following best describes your race/ethnicity?
	Sample Size	2480			455		308		185		288		341		303		305		296
	Asian or Pacific Islander	151	6%		36	8%	29	9%	34	18%	10	3%	13	4%	15	5%	9	3%	6	2%
	Black or African American	111	4%		26	6%	3	1%	18	9%	15	5%	14	4%	11	4%	18	6%	7	3%
	Native American Indian or Alaskan Native	11	0%		5	1%	3	1%	1	1%	0	0%	3	1%	0	0%	0	0%	0	0%
	White / Caucasian	2081	84%		374	82%	260	85%	106	57%	241	84%	301	88%	264	87%	260	85%	275	93%
	Hispanic / Latino	48	2%		6	1%	5	2%	19	10%	7	3%	1	0%	1	0%	5	2%	3	1%
	Other, please specify:	25	1%		5	1%	3	1%	4	2%	5	2%	1	0%	5	2%	1	0%	1	0%
	I prefer not to answer	53	2%		3	1%	6	2%	4	2%	9	3%	9	3%	6	2%	13	4%	4	1%
A3	Please consider your impression of the opera as to the convenience of its location and indicate the degree to which you agree or disagree.
	It is conveniently located
	Sample Size	2480			455		308		183		288		341		303		305		296
	Top 2	676	27%		80	18%	25	8%	131	72%	70	24%	39	11%	111	37%	133	43%	86	29%

1

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6

7

8

9

10

11

12

13

14

A

B

C

D

E

F

OPERA PHILADELPHIA SURVEY DATA: "SEGMENTATION STRATEGIES FOR CHANGING MARKETS"

Q#

Count

%

Count

1

What is the highest level of education

you have completed?

Sample Size

2480

455

High School / GED

0

0%

0

Some College

0

0%

0

Associate’s Degree

0

0%

0

Please note that the following data has been disguised from its original version. It is provided for the purpose of resolving the associated Opera Philadelphia business case in an academic setting. It has also been organized into 8 different

segments to offer a starting point for students to profile each and determine strategy and tactical marketing recommendations for this case.

2014 Survey: Cross Tab Data Responses

Segments

Total

Attenders #1