Case Study: The marketing of arts festivals
Jemma was interested in utilizing secondary data from her placement organization as part of her undergraduate research project on the marketing of arts festivals. In particular she was interested in:
Her placement organization had undertaken a questionnaire survey with attendees at the local Arts festival and agreed that Jemma could use the data for her research project. The data had already been entered into a spreadsheet. A copy of a completed questionnaire is included below:
1. On looking at the questionnaire, Jemma noticed some problems with the way in which some questions had been coded.
(You should state precisely what the recommended diagrams will enable Jemma to find out.)
3. After collecting the data, Jemma tried to analyze the correlation between the age of the festival attendees and the easiness to book/buy tickets. The results are presented in the graph below. Interpret and discuss the result found by Jemma. (1 Marks)