Case Study 3 : Local Theater Company




Background Information :


A local theatre company wants to know whether current season ticket holders would prefer more comedies or more serious dramas next season.
Because programme decisions must be made soon, the information must be collected quickly.

But the research budget is limited.

Which survey questioning method (i.e., mail, phone, personal interviews) would you recommend using to collect the information?

What limitations might that method impose on the study?


Theoretical Concepts Used


  1. ^ Advantages of the phone interviews
  2. ^ Disadvantages of the phone interviews :




Solution :


  1. assuming that the local theater company has contact info of the current tickets holders
  2. the quickest method to contact them and to ask some questions in terms of their preferences, is to use the phone interview as a contact method;
  3. limitations of the phone interviews :
    • collector bias is occuring when the marketing research is conducted by the entrepreneurs instead of using of a third party, due to the budget limitations;
    • the respondents will tell the researcher what they think they want to hear ;




Standard Solution

This problem lends itself to a telephone survey, because this method is quick and low cost.
======[1] Advantages of the phone interviews
  • Further, unlike personal interviews in the mall, the method can be based on a probability sample – so the results can be examined for statistical reliability.
[2] Disadvantages of the phone interviews : The primary limitation (compared to other methods) is that (1)
visual materials cannot be readily displayed in a telephone survey (this could only be done with technology in place by mailing out visual materials and calling in conjunction with them). Also, some (2) interpersonal feedback that depends on body language is lost in this approach. Another problem is that (3) refusal rates are high and increasing due to an overload on consumers from a variety of companies.======
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