Vancouver Symphony Orchestra

Vancouver Symphony Orchestra

Executive Summary

MBA 6112

May 17, 2014

Vancouver Symphony Orchestra conducted a survey in order increase sales for the Orchestra. It was determined that a survey would be conducted as well as several free concerts to try to increase ticket sales. The main purpose of the survey was to ask subscribers and nonsubscribers what concerts they would attend. The executive committee noted that there was an opportunity and needed to determine which type of concerts to have at the venue. They needed to do research to guide the marketing decision for the rest of the concert season. The research that was conducted must help to communicate to the public the strategy of the Vancouver Symphony Orchestra.

The recommendation from the Executive Committee was to not use the survey. They would start over and utilize the probability method. There would be a random sample of 1,000 individuals from the subscribers and non-subscribers. In order to get individuals to return the survey the individuals who would return the survey will receive two free ticket to Vancouver Symphony Orchestra. Should a probability sample the Vancouver Symphony Orchestra would have to have a representative sample and then determine the biases. The new survey would ask what type of music does the respondents want to hear, but is not offered.