Marketing Research for the Music Industry

Introduction and Method

The music listening behaviors of students at Ferris State University have similarities as well as differences. These music preferences can depend on one’s background, interests, as well as friends. The Music Industry Management Program (MIM) was established at FSU in the 90’s to give students real world experience. The MIM program hosts various concerts on campus, year-round. This study will give the MIM program and Sports Marketing students insight on the listening habits of FSU students: types of legends they listen to, how they listen to music, and possible songs that can be played for FSU sports marketing at athletic events. Also, the assistant athletic director wanted to know what songs students want to hear at hockey games. Legendary all time artists would be recognizable by both students and local residents. The way that students listen to music demonstrated psychographic information for promotion. The original client declined after two weeks due to a conflict of interest, thus changing the focus of this study.

Problem Statement: What is the level of listening of FSU students to “all time artists;” how do students listen to music; what songs do students want to hear at hockey games; and what are their thoughts about FSU concerts?

Objectives & Measurement

1. Level of listening to ‘all time artists’

2. How students listen to music (radio, web, TV, etc.)

3. Measure concert attendance and opinions

4. Songs students want to hear at hockey games

5. Demographic differences in listening behavior

Questionnaire Development (See Appendix A)

After objectives were formulated, the marketing research students used SurveyMonkey to develop a survey to determine music listening habits of FSU students. A list of 60 artists was developed from top artists of all time according to VH1 and Rolling Stones, as viewed online. Student preferences in all classes (60 marketing students) were tabulated and merged...