Music Event at Brisbane - Essay Example

?Music Event at Brisbane Contents Literature Review 3 Research Question 4 Methodology 5 Findings 6 Conclusion 12 Recommendation 13 Reference 14 Literature Review The present report deals with a large music event organizer of Brisbane. Music plays a vital role in shaping the identity of a place (Stafford, 2006, p.1). Following the similar trend, the music of Brisbane, the punk scene in particular, used to represent an overwhelming mass revolt against the tyranny of the Bjelke-Petersen era. In order to gain insight on the musical heritage of Brisbane, it is recommended that we should go for an in-depth study of the place. In spite of the fact that Brisbane is a state capital, the historical background of the area states that it’s no lesser than a large town of the country located on the northern parts of Australia. Earlier the place was known for its parochialism in the social and political contexts. However in the late 80’s, after the retirement of Bjelke-Petersen, Brisbane walked on the path of modernization. Today the place is known to have a growing metropolitan ambience with developing industries and a promising cultural environment, accompanied by congestion and a developing property market. Motivation Factors to Attend Event In order to explore the true motivation of people for attending the musical event held in Brisbane, a close ended sample questionnaire was circulated randomly to approximately 100 people that had attended the event. The questionnaire was constructed so as to reflect practical cause that motivates an individual to attend such event. The responses of people were provided as input to statistical analysis and it was found that the three most motivating factors for tourists’ to such events are Known-group socialization, Cultural experience and Intention. These results are derived from t-test result values where the p-values of these variables were found to be very low implying high confidence level and reliability. On the other hand, the primary festival motivation for most musical events consist of various factors like raising funds, spreading a message, promotion of a campaign, competition, and so on. At the same time the audiences attends the event with several motives like enjoyment (Intention), getting the company of friends (Socialization), having a preference for the performer or simply because they love music (Culture). Thus, it is obvious that a place as urbanized as Brisbane would attract a lot of tourist. Yet the geographical location of the place causes much hindrance for people to reach Brisbane since it’s situated in the remote parts of Australia. As a result the bands that perform here do not find a motivating group of audience. In this context Joel Saunders of the “Ambitious Lovers” group states, “They don’t come up here because they don’t get good turn-outs. Had they come up here in the prime time of [venue] 610 and stuff, there just would have been kids there for no reason, which would have just turned up there (Interview 1 May 2008)” (Rogers, 2008). The local bands of Brisbane however manage to gather a small number of audiences which remains highly dependent on the venue and day of the concert. It was noted by Griffin that the modern era of globalization is drawing the audiences from their local boundaries and placing them in a global arena where the various constraints are easily overcome (Brennan, 2007). Research Question On this basis three research questions can be framed- 1. How the demographic profile of the audience can affect their motive towards attending the musical event? The sample questionnaire was circulated among 100 randomly selected individuals and when their responses were analyzed it was found that the main demographic profile for attending music event in Brisbane consists of people with age-group of 18 to 30 years. The result of statistical analysis shows that about 46 people out of 100 are in that age-group which is further dominated by females. This is because 52% of this 46 people in that age-group were females. 2. Does the profile of the tourist and non-tourist attendees exhibit different motives? 3. Does the attendee’s plan to attend the event next year is correlated to the event satisfaction level of the present year? Methodology The method adopted for the present topic mainly included quantitative research technique. Quantitative research is based on hypothesestesting with the data derived from the findings. Participants may be indiscriminately assigned to various treatments depending on the research question. Usually this type of research includes a large number of respondents and includes measurement of particular data. This study takes the help of various statistical tools. The various quantitative data collection methods include- Experiments Obtaining resources from management information systems, internet, archives, journals, newspapers etc. Conducting surveys with closed-ended questions (interviews, questionnaires etc.) Here we have decided to collect the data through the survey procedure with the implementation of a questionnaire tool. Often the questionnaire form of data collection gathers a large set of data through the distribution of web-based or paper-based questionnaires(Ward and ET. Al).We have opted for the paper based questionnaire form. Paper based questionnaire are used for reaching a large number of respondents. The questions included for quantitative survey mostly includes close ended questions with some preset options. Questionnaires which are devised for quantitative research are often based on rating scales. We have used the descriptive statistics technique for analyzing the data gathered relating to the demographic profiles of the respondents. This technique is basically used for summarizing a sample and it is different from inferential statistics (Khan Academy, 2013), where the data is used for learning about a population which the sample has been assumed to represent. Moreover descriptive statistics is not based on probability theory unlike the inferential statistics. In inferential statistics, the researcher proceeds with a previously set hypothesis (Asadoorian and Kantarelis, 2005, pp.2-11). We have used Inferential statistical techniques like t-test to find out the difference in motive between the two groups, namely the tourists and non-tourists. Findings The sample close-ended questionnaire that was circulated among 100 randomly selected individuals that attended the musical event was analyzed and the key findings are depicted as follows: The table provides summarized demographic profile of the selected 100 samples. There are total 5 variables used in the study namely Age, Gender, Income, Relationship status, and Tourist status. The value of ‘n’ reflects total sample size on which the test was conducted. The main reflections of the results of findings are explained as follows: The Demographic Profiles:- For the age group the data collected were as follows- The data represents that the audience group of the event mainly consist of people belonging to the 18-30 age group since the music events showcase some of the popular performers from around the world and the young people feel more curious and carried away to see them performing live. For the Gender distribution the data collected were as follows- The data for the gender distribution states that there is a craze among the female of the area to attend the musical events since most of them answered that they love to spend some quality time with their dear ones and attending such events are a good option. For the Income distribution the data collected were as follows- The above data states that most of the people attending the musical events earn nothing or they earn not more than $50000. This is evident from the fact discussed earlier that most of the attendees belong to the younger generation and therefore it’s obvious that they will be earning nothing or very limited wages, since most of them are either recent graduates or students or job seekers and some of them even held a job position, but that brings very small amount of earning. The data collected for the Relationship status were as follows- The relationship status of most of the attendees was either married or never married, among which never married people consisted of the majority. Again this factor has relation with the age factor discussed earlier; as these never married groups are either too young to marry or they are still planning for their marriage. The data collected for the tourist status were as follows- The distribution for the tourist and non- tourist group of attendees state that people who belonged to the tourist category, comprised of the majority of the attendees for the music concerts while the non-tourist group comprises of relatively lesser number of people. This variation might have taken place because the tourists are generally inclined towards the new place they are visiting and they tend to explore the culture of the place which is not present in the people already staying in Brisbane. Means, Standard Deviation and T-test for the Tourist and Non-tourist categories- In the following table we are going to discuss the correlation between the satisfaction level of the attendees for the present year and their intention to attend the event in the next year, among the total sample, the tourists and the non-tourists.   Sample   Non-Tourist   Tourist   t-test   M SD   M SD   M SD   p Escape 3.83 1.18   3.79 1.17   3.87 1.21   0.76 Known-group socialization 3.14 1.35   3.98 0.86   2.37 1.25   0.00 External group socialization 3.88 0.99   3.83 1.06   3.92 0.93   0.65 Novelty 3.93 0.99   4.00 0.99   3.87 0.99   0.50 Cultural experience 3.48 1.31   2.79 1.09   4.12 1.17   0.00 Event attraction 3.83 0.93   3.65 0.98   4.00 0.86   0.06 Satisfaction 3.70 1.14   3.73 1.33   3.67 0.94   0.81 Intention 3.09 1.41   3.50 1.35   2.71 1.38   0.00 The above table exhibits the results of findings when Mean, Standard Deviation and t-test was conducted responses of 100 randomly selected samples. It shows the relation between several motivating factors such as Escape, Known group socialization, etc. and Tourist, non-tourist, and overall sample. The findings have to be interpreted individually on the basis of key concept that higher p-values signify higher significance level (conversely lower confidence interval). Generally, lower p-values imply higher reliability of results and rejection of null hypothesis. Higher mean values here indicate higher participation of that particular group and consequently the motivating factor for such high participation will be derived from first column values. Similarly, higher SD values decreases reliability of study and are not preferred. To illustrate the concept, consider known-group socialization as motivating factor. Now from the table it can be observed that p-value is almost zero signifying very high confidence level and hence results are quiet reliable. The non-tourist group has been found to be more attracted since their M value is higher than tourist group. Also, the SD of non-tourist group is less than tourist group. The correlation of sample was found to be 0.41 implying that samples are positively correlated. The value of r ranges between 0 and 1 and the closer the value is towards 1, the stronger will be the correlation. Similarly, the converse relationship holds good. The correlation between non-tourist group was found to be highly positive with r=0.63 implying that it is more likely that this group is more motivated among others. The correlation between tourist group has very low value of r=0.17, implying that the group is weak positively correlated. Conclusion The study was conducted on randomly selected groups of individuals that attended the musical event. The overall results suggest that the non-tourist groups are more motivated to attend such events compared to tourist groups. The primary motivation factors for this were found to be known-group socialization, cultural experience, and intention. The non-tourist group had highest positive and strong correlation ‘r = 0.63’, that supports the results of findings. Recommendation As people plan to attend such musical concerts in order to gain some quality cultural experiences and also the organizers focused mainly towards attracting the people on the basis of their demographic profile, therefore it is recommended to the organizers that they should arrange for some performances by renowned artists who are liked and well accepted by the young generation ranging from 18-30 years of age group. Also the sponsors should also be informed in well advance so that they could get the proper time for promoting their products. Arranging foods and beverage on the event venue would also help to satisfy the visitors and it would encourage them to bring some more people along with them. Reference Brennan, M. (2007). This Place Rocks! The Brisbane Street Press, Local Culture, Identity and Economy. Continuum: Journal Of Media & Cultural Studies, 21(3), 433-444. doi:10.1080/10304310701460722 Khan Academy. (2013) Descriptive statistics. Retrieved from https://www.khanacademy.org/math/probability/descriptive-statistics Rogers, I. (2008). 'You've got to go to gigs to get gigs': Indie musicians, eclecticism and the Brisbane scene. Continuum: Journal Of Media & Cultural Studies, 22(5), 639-649. doi:10.1080/10304310802311618 Stafford, A. (2006) Pig City: From the Saints to Savage Garden. Australia: Univ. of Queensland Press. Ward, P. and Et.al, (2012) Paper/Pencil versus Online Data Collection: An Exploratory Study. Retrieved from http://search.proquest.com.ezproxy.indstate.edu Asadoorian, M. O. and Kantarelis, D., 2005. Essentials of Inferential Statistics. Unites States: University Press of America. Read More