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| The purpose of this questionnaire is to gather information on the Opera de Montreals current efforts to attract a broader audience, particularly students and young adults, as well as suggestions for them to maintain and expand their customer base. This questionnaire is for a marketing research class at McGill University. We are in no way linked to the Opera de Montreal. |
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| * Are you currently a student? |
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| * If Yes, which academic institution do you attend? If No, please select the option "I am NOT a student". |
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| * How much do you spend on entertainment weekly? |
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| * Rank the following forms of entertainment in terms of preference (1 = most preferred, 5 = least preferred). |
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| Concerts |
| | | Theatre |
| | | Ballet |
| | | Opera |
| | | Movies |
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| Other forms of entertainment that you enjoy: | | |
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| * Have you ever been to the Opera? |
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| If Yes, how many times have you been to the Opera? (Please answer with numbers e.g. 2) | | |
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| If you have been to the Opera, how much did you enjoy it? |
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| If you have already been to the Opera, what is the likelihood that you will be going back? |
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| Indicate your overall impression of the opera by checking the line corresponding to your opinion for each pair of descriptors. The closer you are to the endpoint on a line, the more intense your opinion.
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| Other words you would associate with the Opera: | | |
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| * What is the main reason you would NOT go to the Opera? Please rank the following with 1 = most likely reason and 6 = least likely reason. |
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| It is too expensive |
| | | I find Opera goers pretentious and snobby |
| | | I dislike Opera music |
| | | I do not know anything about it |
| | | I have nobody to go with |
| | | I have no time |
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| Are there any other reasons why you would not go to the Opera? | | |
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| * What is the main reason you WOULD go to the Opera? Please check the one that applies the most. |
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| * Would you consider going to the Opera de Montreal for entertainment? |
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| * Who would you most likely go to the opera with? |
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| * How much would you be willing to pay for a ticket to the opera? |
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| How likely would someone your age be willing to purchase the following Opera de Montreal ticket packages? |
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| * 1st ticket = $30, additional tickets = $20 (all for same show) |
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| * 1 ticket and dinner at a nearby restaurant = $40 |
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| * 1st show = $45, 2nd show = $35, 3rd show = $25, additional shows = $20 |
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| Other pricing or bundling ideas: | | |
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| * Which day of the week would you rather go to the Opera? Please number the following in order of preference (1 = most preferred; 7 = least preferred). |
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| Monday |
| | | Tuesday |
| | | Wednesday |
| | | Thursday |
| | | Friday |
| | | Saturday |
| | | Sunday |
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| * What time of the year are you most likely to go to the Opera? Please check one. |
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| * Which show time appeals the most to you? Please check one. |
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| * The Opera de Montreal has introduced a new feature: TECHNOPERA, which explores the productions from different perspectives in the form of informal workshops where disc and video jockeys take the main themes of each opera and explore them through electro-acoustic audio and visual samplings. What is the likelihood that you would consider attending a TechnOpera show? |
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| * The Opera de Montreal offers another feature: COOPERA, which allows the artists to interact with participants and guide them through the creation and production of an Opera in the form of a pre-opera get-together. How interested are you in learning about Opera through a program like CoOpera? |
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| * What is your highest level of education? |
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| * What is your income level? |
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| * What is the predominant language in your household? |
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| Additional comments or suggestions: | | |
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Items to think about: Do you think it is important for the OdM to maintain its cultural value and image?
Do you think the OdM should increase its advertising and awareness of what shows are going on and when? (without being too gimiky)
Should the OdM continue with its current projects (Technopera and Coopera)?
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| Thank you for taking your time to fill out this survey. Have a pleasant rest of the day. |
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