Research Brief - Grade: HD PDF

Preview

Summary

Research Brief Assignment 1...

Description

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

Ladder Art Space Research Brief MKT20019-Assignment 1

Name: Jane Lam Student ID: 102113874

1

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

Contents Executive Summary............................................................................................................................................3 Background........................................................................................................................................................ 5 Internal situation............................................................................................................................................5 External situation...........................................................................................................................................6 Marketing Problem and Research Problem........................................................................................................8 Marketing Problem.........................................................................................................................................8 Research Problem........................................................................................................................................... 8 Research Objectives and Research Questions....................................................................................................9 Research Objective 1:.....................................................................................................................................9 Research Questions....................................................................................................................................9 Research Objective 2:.....................................................................................................................................9 Research Questions....................................................................................................................................9 Research Objective 3......................................................................................................................................9 Research Questions....................................................................................................................................9 References........................................................................................................................................................ 11

2

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

Executive Summary Ladder Art Space (LAS) is an art workshop that is in Kew providing services such as workshops, exhibitions, art classes and hiring spaces for artists. Currently at LAS, their workshops are not fully-booked, with most customers being female and are more than 30 years old. Hence these symptoms have led to LAS current objectives: 1. Have their classes fully booked 2. To have younger students participate in the workshops between the ages of 18-30 years old. 3. Have at least a 35% male participation rate

Gender differences are a factor on why men might not be participating in art workshops. Study shows that 60% of creative arts students are that is 42,193 female students compared to the 27,355 male students in the course this means males are less likely to be interested in the art [ CITATION Dep17 \l 1033 ].

Perceptions and attitudes surrounding art affects the participation rate at art events and workshops. Many people tend to think that art is a time-consuming hobby, that it is not productive or useful, or that they are not good at it[ CITATION Car15 \l 1033 ].

Based on these backgrounds it has formulated the following Marketing Problem: There not enough students between the ages of 18-30 especially males at Ladder Art Space Workshops. Based on this the following Research Problem was identified: To investigate why people between the ages of 18-30 do not have a high level of interest in participating in art workshops especially males through exploring gender differences and the perceptions and attitudes towards art.

To assist in solving the research problem the following Research Objectives and Research Questions must be answered: 1. To identify and understand what males between 18-30-year-old do in terms of interests and how it influences the participation rate at Ladder Art Space Workshops? a. b. c. d. e.

3

What are the top 10 interests’ males are interested in? Why are males interested in other fields more rather than art? What are the top 5 courses males are studying in? How did males get started and gather interest in art in the first place? How easy or difficult is it for males to gather interest in art?

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19 2. To identify and understand what are the gender differences in relation to creative arts and art activities especially for people between the ages of 18-30 years old and how it influences the participation rate at Ladder Art Space Workshops? a. What types of art activities are males interested in compared to female? b. Where does males go to for art activities besides Ladder Art Space workshops? What do they do differently that appeals to males? c. Why are females more willing to participate in these art activities at Ladder Art Space Workshops rather than males? d. Why are there more creative arts female students? e. How did males get started and gather interest in art in the first place? f. What sort of art mediums and materials do students prefer?

3. To identify and understand what are the perceptions and attitudes towards art, especially for people between the ages of 18-30 years old and how it influences the participation rate at Ladder Art Space Workshops? a. b. c. d. e. f. g.

4

What are male attitudes and perception towards art? What are female attitudes and perception towards art? Why is there a low number of students studying creative arts compared to other fields? What and how are creative arts being advertised as? Does attitudes and perceptions towards art change within ages? What do people think of attending art workshops compared to being at home? How many people complete art in personal spaces rather than social and why?

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

Background Internal situation Ladder Art Space (LAS) is an art workshop that is located in Kew which formally operating over 9-10 months ago and currently run by its founder and manager Maryam Safina. LAS offers “a rich program of exhibitions, workshops and art classes” which ‘’provides space for personal and professional creative development’’ [CITATION Lad18 \l 1033 ].

Most of LAS art workshops ‘’Sip and Paint’’, ‘’Family Painting Time’’ and ‘’Paint your pet’’ are advertised to sell an experience to share with family and friends, where customers can bring in their own drinks and snacks with everything else like materials, glass bottles set up for them for $60.00 per person with no previous experience of knowing how to paint. One of their specialised term class are targeted towards all levels with customers being able to choose the medium of their choice and learn techniques in a small group setting with a personalized teacher. LAS is also one of the few unique art workshops to offer and hire their gallery, studio or venue for local artists or for any other occasions[ CITATION Lad18 \l 1033 ].

Currently at LAS, their workshops are not fully-booked, with most customers being female and are more than 30 years old. Their current communication strategy is through social media using paid advertising on platforms Facebook and Instagram, in addition they also do paid advertising through google. Most obviously their website is used to advertise their classes. Outside online advertising, LAS prints flyers and sends them to the neighbouring houses around Kew and train stations and advertise their classes through word of mouth[ CITATION Saf19 \l 1033 ] . Based on this they have indicated that their objectives are: 1. Have their classes fully booked 2. To have younger students participate in the workshops between the ages of 18-30 years old. 3. Have at least a 35% male participation rate

5

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

External situation Gender differences are a factor on why men might not be participating in art workshops. In 2018, the Australian government publish a report on stay-at-home fathers and compared to the 498,9000 families with stay-at-home-mothers, there was only 80,000 families with stay-at-home fathers [ CITATION Jen18 \l 1033 ]. This means that women are more likely to play with their children, involving them in creative art activities as it develops their skills (Mead, n.d.) thus being more likely to be more involved in creative art activities than men. In a 2017 report released by the Department of Training, a table (Figure 1) showed that only 6% of commencing students were enrolled in a creative arts degree [ CITATION Dep18 \l 1033 ] with 60% being female students that is 42,193 female students compared to the 27,355 male students in the course (Figure 2) [CITATION Dep17 \l 1033 ].

Commencing Students by Level of Course and Broad Field of Education, Full Year 2017

Figure 1

Number of Male and Female Domestic Undergraduates by Field of Education in 2016 ranked by Female enrolments

6

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

Figure 2

There are also perceptions and attitudes surrounding art which affects the participation rate at art events and workshops. Many people tend to think that art is a time-consuming hobby, that it is not productive or useful, or that they are not good at it[ CITATION Car15 \l 1033 ]. When producing art, people want to immediately become good and professional at art when it is not necessary. Art can also be perceived as relatively expensive hobby but only for some mediums and only if they purchase high end-materials even when it is not necessary [ CITATION Red18 \l 1033 ][ CITATION Dew16 \l 1033 ]. There are also people who are feel ashamed of their interest in art and do not want to showcase it due to what people may think of it [ CITATION Car15 \l 1033 ]. There are also how art is advertised, most art are advertised in museums, where there is most likely little reach to the general public thus people may not know if they would be interested in art [ CITATION Pet14 \l 1033 ].

7

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

Marketing Problem and Research Problem Marketing Problem Based on the background it could be concluded that LAS aims to have their classes fully booked and with a younger participation rate (between the ages of 18-30 years old) and have at least a 35% male participation rate. The background findings indicate that the problem is likely related to perceptions and attitudes relating towards art as well as gender differences. From the background we can formulate the following Marketing Problem: There not enough students between the ages of 18-30 especially males at Ladder Art Space Workshops.

Research Problem To address this problem, further research must be done regarding what are gender differences in relation to art for people between the ages of 18-30, specifically males and where their interests lies and what are the attitudes and perceptions towards art. This leads to the following research problem: To investigate why people between the ages of 18-30 do not have a high level of interest in participating in art workshops especially males through exploring gender differences and the perceptions and attitudes towards art.

8

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

Research Objectives and Research Questions To find a solution for the above research problem more research needs to be done on Australian students as well as people in the workforce. Gender differences including both males and female, more specifically male interests and differences in 18-30 years old, what courses they are studying, what art activities people are more likely to be involved in. Perceptions and attitudes towards art, gender differences and how it is being advertised that influences these perceptions and attitudes. To find a solution for the research problem, research will need to be conducted on the following variables above.

Research Objective 1: To identify and understand what males between 18-30-year-old do in terms of interests and how it influences the participation rate at Ladder Art Space Workshops?

Research Questions a. b. c. d. e.

What are the top 10 interests’ males are interested in? Why are males interested in other fields more rather than art? What are the top 5 courses males are studying in? How did males get started and gather interest in art in the first place? How easy or difficult is it for males to gather interest in art?

Research Objective 2: To identify and understand what are the gender differences in relation to creative arts and art activities especially for people between the ages of 18-30 years old and how it influences the participation rate at Ladder Art Space Workshops?

Research Questions g. What types of art activities are males interested in compared to female? h. Where does males go to for art activities besides Ladder Art Space workshops? What do they do differently that appeals to males? i. Why are females more willing to participate in these art activities at Ladder Art Space Workshops rather than males? j. Why are there more creative arts female students? k. How did males get started and gather interest in art in the first place? l. What sort of art mediums and materials do students prefer?

Research Objective 3 To identify and understand what are the perceptions and attitudes towards art, especially for people between the ages of 18-30 years old and how it influences the participation rate at Ladder Art Space Workshops?

Research Questions a. What are male attitudes and perception towards art?

9

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19 b. c. d. e. f. g.

What are female attitudes and perception towards art? Why is there a low number of students studying creative arts compared to other fields? What and how are creative arts being advertised as? Does attitudes and perceptions towards art change within ages? What do people think of attending art workshops compared to being at home? How many people complete art in personal spaces rather than social and why?

These research objectives and questions will address the research problems by providing information about specific gender differences in art as well as male interests not relating to art and attitudes and perceptions to help understand art students and audiences, this can help LAS improve their communication channels or design new activities to appeal to these audience to help achieve LAS objectives.

10

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

References Brummer, C., 2015. Are You Ashamed of Your Art?. [Online] Available at: https://www.artiststrong.com/are-you-ashamed-of-your-art/ [Accessed 29 03 2019]. Department of Education and Training, 2018. 2017 Section 1 Commencing students, Australia: Australian Government. Dewey, M., 2016. Has Painting Become Too Expensive?. [Online] Available at: https://www.malcolmdeweyfineart.com/blog/has-painting-become-tooexpensive#.XKBqkZgzZQB [Accessed 28 03 2019]. Google Maps, 2018. Google Maps. [Online] Available at: https://www.google.com/maps [Accessed 28 03 2019]. Jennifer Baxter, 2018. Stay-at-home fathers in Australia, Melbourne: Australian Institue of Family Studies . Ladder Art Space, 2018. [Online] Available at: https://ladderartspace.com.au/ [Accessed 27 03 2019]. Larkins, E. F. P., 2018. Male Students Remain Underrepresented in Australian Universities. Should Australia be concerned?, Melbourne: The University of Melbourne. Peters, A., 2014. What if Billboards advertised Art instead of stuff you don't need?. [Online] Available at: https://www.fastcompany.com/3029547/what-if-billboards-advertised-art-instead-of-stuff-youdont-need [Accessed 29 03 2019]. Reddit, 2018. Being an artist is expensive. How do you afford your hobby?. [Online] Available at: https://www.reddit.com/r/ArtistLounge/comments/9geg9v/being_an_artist_is_expensive_how_do_you_affo rd/ [Accessed 29 03 2019]. Safina, M., 2019. Meet the Client: Ladder Art Space [Interview] (01 02 2019).

11

MKT20019, Market Research, Jane Lam, 102113874, 31/03/19

12...