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О различных подходах к идентификации предпочтений зрителей театральных постановок

Получена: 05.04.2016

Получена в доработанном виде: 24.05.2016

Одобрена: 04.07.2016

Доступна онлайн: 01.11.2016

Рубрика: НАУЧНОЕ ОБОЗРЕНИЕ

Страницы: 168-182

Цели. Систематизация подходов по выявлению потребительских предпочтений на рынке театральных постановок в части используемых данных для проведения эмпирического исследования предпочтений, групп переменных и их измерителей, определяющих предпочтения индивидов, а также эконометрических методов идентификации предпочтений.
Методология. Методом проведения исследования является метаанализ существующих работ по оценке спроса на театральные постановки и идентификации предпочтений театралов.
Результаты. Проведен обзор методов выявленных и заявленных предпочтений, описание условий применимости и критический анализ данных методов. Систематизированы основные переменные, определяющие потребительские предпочтения на рынке театральных постановок.
Выводы и значимость. Исследования потребительских предпочтений могут проводиться на основе реальных данных о продажах (метод выявленных предпочтений) либо на основе данных опросов зрителей (метод заявленных предпочтений). Спрос и предпочтения индивидов на театральном рынке зависят как от характеристик зрителя, так и от характеристик зала, мест в зрительном зале, характеристик произведения и постановки, а также времени и даты показа. Результаты исследования могут быть полезны театрам, ставящим исследовательские задачи оценки функции спроса на их услуги, а также выявления портрета их зрителя, что необходимо для настройки системы маркетинга театрального продукта и ценовой стратегии театра.

Ключевые слова: театр, предпочтения, спрос, ценовая эластичность

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