ASE 3.

M Productions (A) 1
aO"fM Productions, formerly Children's Theatre of
~Madison, was formed in 1965 to "produce theater of

e contributions of Sara L Piuerle to this case aft: grate-

, acknowledged.
--~--- --
the highest quality." CTM's mission is to "ensure that
our [Cf'M's] efforts are inclusive of all the human
family, rather than part" of it." In order to measure it"
present and future achievement of this goal, CTM
mustlearn who its audience actually is.
CI'M's research team decided to study the audi-
ence of CTM's production To Kill a Mockingbird. The
study had three major objectives: (1) to develop an
audience profile, including demographic and media
exposure data; (2) to provide a framework and data-
collection instrument for future marketing research;
and (3) to supply a list of potential season subscribers.
CTM had never undertaken any marketing research
before this study, so internal secondary information
did not exist. External secondary information pro-
vided guidance as to the types of questions to be asked
on this type of questionnaire and the appropriate
phrasing for such questions. The questionnaire is
shown in Figure 3.7.1.
C'FM's'volunteer ushers distributed the survey at
each performance of To Kill a j\.lo(~in{!,bird. The volun-
teers fj'lve the survey and a pencil to all adults attend-
ing the performances (for the purpose of this survey,
adults were defined as anyone 16 yearsor older). Re-
spondents were instructed to complete the question-
naire and hand it back to the ushers during the inter-
mission. In addition, collection boxes were placed
next to all the exits. Although the survey was intended
for all adult members of the audience, it is unclear as
to whether these instructions were followed at every
performance.
CTM Produciions held five shows each weekend
for three weekends. Surveys were distributed at each
of the 15 performances; however. the number or com-
pleted surveys varied with the size of the audience for

_ CTM Questionnaire
r-----------.------------------------------------------------------~
Introduce Yourself to CTM
Welcome to CTM's production of To Kill a Mockingbird. CTM Productions has been
around for a long time - since 1965. And in this time we have had over 33,000
people in our audience. People to whom we have never been introduced. RealpeopJe
like you that presently exist as numbers in our records. Now you have a chance to
.ehange your status. Introduce yourself to us by taking two miuutes to answer the
following questions to help us understand who you really are ..

Let's start out with the basics .. Your name r;..,·s'-- _

and you live at (please include mailing address with ZiP Code) _

(continued)
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444 Cases for Part 3

__ (continued)

Are you a CTM member? l ] yes [ ] no

Now here's your chance to share your thougbts with us.

I wish I had known that CTM _

I'm glad CTM _

I wish CTM would _

1 want CTM to know -'- _

It was a real pleasure meeting you. CTM looks forward to seeing you again very
soon.

each show. A total of 1,OlG usable surveys were col-

lected during the course of the study,

QCESTIONS
.1. The GIM research term used secondary data for
question types and wording of specific questions.
Did the research team use secondary informa-
tion effectively in rh is-study?
2. Read t.hrough the-questionnaire shown in Figure
3.7). Does the questionnaire provide GrM with
the information necessary to meet the stated ob-
jectives? Explain.