VSO RESPONDENT PROFILE BY SUBSCRIBER STATUS
Percentages are % Of respondents within each group: Subscriber Former Never
Q. 1
Subscriber Status 19 29 52
Q. 2 Individual Ticket Purchase
Yes, since Sept. 86 38 24 16
Yes, before Sept. 86 53 59 47
No 9 18 37
Q. 3
Attendance since Sept. 86
Never 18 64 67
Once 10 22 19
2-3 times 18 10 11
4-5 times 30 2 2
5 or more 24 2 1
Q. 4
Reasons for past attendance
(** Significant relationship to subscriber status, p .05)
** Live Music
Most important 54 46 35
2nd or 3rd most important 23 21 17
Not ranked in top 3 22 33 48
** VSO good under current director
Most important 7 1 2
2nd or 3rd most important 27 21 10
Not ranked in top 3 66 78 88
Orpheum good place for music
Most important 6 8 6
2nd or 3rd most important 52 45 42
Not ranked in top 3 42 47 52
** Choice of music
Most important 7 20 12
2nd or 3rd most important 33 29 33
Not ranked in top 3 60 51 55
** Famous guest artist or conductors
Most important 18 12 13
2nd or 3rd most important 41 45 31
Not ranked in top 3 41 43 57
Percentages are % of respondents within each around Subscriber Former Never
Q .5
Ratings of VSO’s characteristics
(** Significant relationship to subscriber status)
Performance of Orchestra
Poor to Fair 1 1 1
Good 38 33 32
Excellent 62 66 67
Guest Artists
Fair 4 6 3
Good 55 54 51
Excellent 41 40 45
** Music Selection
Poor to Fair 20 21 16
Good 7 59 54
Excellent 8 20 20
Acoustics in Orpheum
Poor to Fair 4 3 5
Good 41 38 39
Excellent 55 59 56
** Price of Tickets
Poor 4 7 7
Fair 41 41 37
Good 62 44 40
Excellent 13 9 16
Convenience of Parking
Poor 10 14 13
Fair 30 38 32
Good 51 37 40
Excellent 10 11 15
** General Atmosphere of Orpheum
Poor to Fair 4 4 2
Good 41 40 27
Excellent 56 56 71
Service from VTC-CBO
Poor 2 3 5
Fair 15 14 12
Good 55 56 58
Excellent 28 27 24
Percentages are % of respondents within each around Subscriber Former Never
Q. 6
Opinion of music played by VSO
(** Significant relationship to subscriber status)
Classical
Too Little 21 22 22
About Right 72 70 73
Too much 6 8 5
Twentieth Century
Too Little 18 11 15
About Right 73 69 73
Too much 9 20 12
** Pops
Too Little 10 16 25
About Right 70 65 56
Too much 20 19 19
** Canadian
Too Little 22 13 16
About Right 48 58 68
Too much 30 29 16
Q. 8
Preference of concert times
Matinee (2:30 pm) 11 10 12
7:30 33 33 29
8:00 44 51 52
8:30 12 6 6
Q-9
Preference of day for attendance
Sunday 6 10 14
Monday 26 16 8
Tuesday 22 17 16
Wednesday 6 12 12
Thursday 6 10 14
Friday 12 13 18
Saturday 23 22 18
Q. 10
Information about VSO events
VSO mailings 46 42 17
Ads in daily newspaper 22 28 35
Ads in community newspapers 1 1 3
Radio ads 13 16 27
TV ads 2 1 3
Reviews and Features 9 7 6
Non word of mouth 3 1 1
Word of mouth 3 4 8
Percentages are % of respondents within each around Subscriber Former Never
Q. 11
Most often read papers
Vancouver Sun 64 65 65
Province 25 20 23
Globe and Mail 9 8 5
Others 2 7 6
Q. 12
Gender
Male 40 38 40
Female 60 62 60
Q. 13
Age of respondents
24 and under 4 4 12
25 - 34 11 10 21
35 - 44 9 10 20
45 - 54 21 23 17
55 and over 55 53 28
Interpretation of %
The percentages represent the proportion of respondents within each subscriber group (e.g., Subscribers, Formers, Nevers) that responded to each of the questions. For example, with respect to the gender of the respondents, 60% of the subscribers are female compared to 62% of the formers.
Summary of Preference of Show Time
Based on Days of Week Questions 6 & 9)
a) Current Subscribers
% of Responses Matinee 7:30 8:00 8:30 #of respondents
Sunday 70 20 30 10 10
Monday 7 45 50 14 42
Tuesday 5 47 58 8 36
Wednesday 11 33 55 22 9
Thursday 11 22 78 11 9
Friday 15 35 65 25 20
Saturday 16 27 60 10 37
b) Former Subscribers
% of Responses Matinee 7:30 8:00 8:30 #ofRespondents
Sunday 40 20 50 6 30
Monday 2 44 51 6 45
Tuesday 4 31 67 4 48
Wednesday 6 32 62 6 34
Thursday 7 32 71 3 28
Friday 13 24 71 5 38
Saturday 11 30 58 9 64
c) Non Subscribers
% of Responses Matinee 7:30 8:00 8:30 # of respondents
Sunday 31 31 50 11 73
Monday 12 38 69 2 42
Tuesday 8 34 70 2 82
Wednesday 12 31 67 3 65
Thursday 14 30 69 4 71
Friday 13 38 63 6 94
Saturday 12 34 62 9 96
d) All Respondents
% of Responses Matinee 7:30 8:00 8:30 #ofRespondents
Sunday 38 27 48 10 114
Monday 7 43 56 8 129
Tuesday 6 36 67 4 166
Wednesday 10 31 65 5 108
Thursday 12 29 70 4 108
Friday 13 34 65 8 152
Saturday 13 32 60 10 198
Price Sensitivity Analysis: Question 7
Among the Subscriber Group
Condition Orchestra Balcony
(% of respondent- within each group)
International Players 60 40
Orchestra = 20 43 57
Balcony = 14
Orchestra = 20 39 61
Balcony = 8
Orchestra = 14 53 47
Balcony = 8
Orchestra = New Performer 37 63
Balcony = International Performers
Condition International Per. New Performers
Int. Per. = 20 69 31
New Per. = 14
Int. Per. = 20 51 49
New Per. = 8
Int. Per. = 14 83 17
New Per. = 8
Price Sensitivity Analysis: Question 7 (Contd.)
Among the Former Subscriber Group
Condition Orchestra Balcony
(% of respondents within each group)
International Players 57 43
Orchestra = 20 27 73
Balcony = 14
Orchestra = 20 23 77
Balcony = 8
Orchestra = 18 41 59
Balcony = 8
Orchestra - New Performers 30 70
Balcony - International Performers
Condition International Per. New Performers
Int. Per = 20 58 42
New Per. = 14
Int. Per. = 20 41 59
New Per. = 8
Int. Per. = 14 71 29
New Per. = 8
Price Sensitivity Analysis: Question 7 (Contd.)
Among the Never Subscriber Croup
Condition Orchestra Balcony
(% of re fondants within each group)
International Players 59 41
Orchestra = 20 29 71
Balcony = 14
Orchestra = 20 22 78
Balcony = 8
Orchestra = 14 47 53
Balcony =8
Orchestra - New Performers 33 67
Balcony - International Performers
Condition International Per. New Performers
Int. Per = 20 64 36
New Per. = 14
Int. Per. = 20 43 57
New Per. 8
Int. Per. = 14 79 21
New Per. = 8
APPENDIX II
SELECTED BIVARIATE RESULTS
CROSSTABULATION OF QUESTIONS 4, 5, AND 6
WITH SUBSCRIBER STATUS
KENDALL’S
TAU
VARIABLE CHI-SQ. SIGNIF. (AVERAGE) SIGNIF.
Question 4
Live music 27.65295 0.0000 0.1755 0.0000
VSO Good 34.08265 0.0000 0.1667 0.0000
Famous 15.51075 0.0038 0.1115 0.0008
Choice 11.38285 0.0226 -0.0153 0.3313
Orpheus Good 4.77423 0.3113 0.0638 0.0349
Question 5
Selection Of Music 23.2721 0.0010 0.1442 0.0001
Prices 20.9858 0.0018 -0.0665 0.0456
Atmosphere 12.6676 0.0130 0.1249 0.0004
Parking Artists 7.4133 0.2843 -0.0007 0.4932
Guest Articles 2.6318 0.6212 0.0366 0.1722
Service 3.1098 0.7950 -0.0262 0.2562
Acoustics Of Orpheum 1.5813 0.8122 -0.0024 0.4745
Orchestra’s Perform. 0.0850 0.8966 0.0313 0.1974
Question 6
Canadian 14.9398 0.0048 -0.0662 0.0560
Pops 10.9114 0.0276 -0.0849 0.0164
20th Music 8.1262 0.0871 0.0042 0.4571
Classical 1.0726 0.8986 -0.0075 0.4195
APPENDIX III
CROSS-TABULATION OF SUBSCRIBER STATUS WITH QUESTIONS 4, 5, 6
CONTROLLING FOR FREQUENCY OF ATTENDANCE
KENDALL’S TAU
VARIABLE FREQUENCY CHI-SQ. SIGNIF. (AVERAGE) SIGNIF.
Question 4
Choice of Music > 4 13.2548 0.0041 -0.2474 0.0044
Live Music 1 - 3 6.6067 0.0855 0.1394 0.0919
Live Music > 4 6.3485 0.0958 0.0330 0.3656
Orpheum Good > 4 6.0187 0.1107 -0.2057 0.0177
VSO Good 1 - 3 5.6210 0.1316 -0.1291 0.0847
Famous Artists never 4.9591 0.1749 0.1052 0.0791
Choice of Music never 4.8963 0.1795 -0.0187 0.4005
Famous Artists 1 - 3 4.1145 0.2494 0.1744 0.0492
Choice of Music 1 - 3 3.7154 0.2939 0.0481 0.3207
Orpheum Good 1 - 3 2.8589 0.4139 0.0163 0.4383
VSO Good never 2.5274 0.4704 0.0049 0.4712
VSO Good > 4 0.7762 0.8551 0.0233 0.4053
Famous Artists > 4 0.2968 0.9606 -0.0038 0.4842
Orpheum Good never 0.1718 0.9820 0.0157 0.4165
Live Music never 0.1623 0.9834 0.0015 0.4921
Question 5
Guest never 11.1671 0.0247 0.1234 0.0102
Atmosphere never 10.8688 0.0281 0.1525 0.0011
Guest > 4 10.3274 0.0324 -0.1719 0.0257
Selection never 10.1079 0.0386 0.1632 0.0008
Atmosphere 1 - 3 8.3903 0.0783 0.1645 0.0074
Parking 1 - 3 10.5267 0.1042 -0.0883 0.1132
Selection 1 - 3 7.4021 0.1161 0.0479 0.2404
Acoustics 1 - 3 6.7326 0.1507 -0.1078 0.0545
Prices > 4 8.6553 0.1939 -0.2219 0.0063
Parking > 4 8.0322 0.2358 -0.0877 0.2021
Orchestra > 4 2.7114 0.2578 0.0368 0.3568
Prices never 7.6131 0.2678 0.0431 0.2136
Prices 1 - 3 6.7514 0.3445 -0.0814 0.1199
Atmosphere > 4 4.2735 0.3703 0.1009 0.1318
Selection > 4 3.5111 0.4762 0.0551 0.2595
Service 1 - 3 4.6630 0.5877 -0.0756 0.1389
Guest 1 - 3 2.7750 0.5962 -0.0076 0.4553
Orchestra never 1.9547 0.7441 0.0201 0.3427
Service > 4 3.3408 0.7650 -0.0324 0.3605
Acoustics > 4 1.5112 0.8245 -0.0351 0.3479
Orchestra 1 - 3 1.4995 0.8267 0.0362 0.2930
Acoustics never 1.4243 0.8400 0.0397 0.2167
Parking never 1.4568 0.9623 0.0092 0.4314
Service never 1.0440 0.9839 0.0157 0.4093
KENDALL’S TAU
VARIABLE FREQUENCY CHI-SQ. SIGNIF. (AVERAGE) SIGNIF.
Question 6
Cdn Music never 15.8980 0.0032 -0.0656 0.1293
Pops > 4 8.4928 0.0751 -0.1216 0.0967
20th Music 1 - 3 6.9050 0.1410 -0.1264 0.0256
Pops 1 - 3 5.3373 0.2544 -0.0885 0.0976
Cdn Music 1 - 3 4.2371 0.3749 -0.0883 0.1132
Pops never 3.9012 0.4195 -0.0282 0.3063
Classical 1 - 3 3.8590 0.4254 0.0405 0.2593
Cdn Music > 4 3.5278 0.4737 -0.0591 0.2629
Classical never 3.4063 0.4923 -0.0825 0.0562
Classical > 4 2.8485 0.5835 -0.0172 0.4230
20th Music > 4 1.8070 0.7712 0.0467 0.3060
20th Music never 0.9602 0.9158 -0.0351 0.2614
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