Theater Industry: Comparative Study of the Marketing Strategies Used in China and the United Kingdom


 


Chapter 1


 Introduction


 


1.1 Background of the Study


            Since time immemorial, man has already been fascinated with the field of arts, which includes music, theater, dance, painting, and cinema. This can be observed and accounted for through the development of music since the ancient times up to the contemporary period. From the moment humans were able to organize themselves into social groups and be able to function as one, they have already used their own form of music as part of their ritual and practices. Its development has also taken many forms, as “civilization” start to take place in urban places in different countries, thus, encouraging and developing the skills and talents of whom we call the music geniuses at present, such as Mozart, Beethoven, Chopin, Strauss, and many others. This continued on to the next separate periods, giving rise to the many musical talents in different countries, including the development of different music genres, which can now be recognized and enumerated during our time. From this course of development, it can be perceived that the humans, since the beginning of time have already been fascinated with music and all its attributes. Thus, music is said to be there to be enjoyed, and listening to music is a skill that is acquired through experience and learning. Therefore, the enjoyment of music is enhanced through knowledge (Copland 2002).


            It has been reported that the history of music is one division of the general history of human culture, more specifically of the history of the fine arts as special incarnation and instruments of that specific culture. Its field is extensive, including all ascertainable facts about musical efforts wherever found, from the earliest times to the present, and ranging from the childish attempts of the savage to the monumental achievements of the greatest civilized artists or musicians (Pratt 2004). It can be traced back to the type of music among the nations of remote antiquity, including China, Japan, India, Egyptians, Africans, and the Western Asiatic, to the music of the Hebrews, Greeks, and Romans, to the music during the Middle Ages, to the Renaissance and the Reformation period, to the Golden Age of the Catholic Church, to the birth of the opera and symphony, to the beginning of romanticism, and up to the development of music in the Americas (Gantvoort 2005).


The further development of the music industry led not only to the birth of the different music genres we know today, but to the development and flourishing of the theatre industry. In its broad definition, theater is said to be an institution of social life that promotes artistic activity, thus, separating it from other forms of arts, with its institutional and social nature (Hubner 1992). It has existed since the dawn of man being a result of human tendency for story telling. Since its foundation, the theatre has come to take on many kinds, often making use of aspects such as dance, speech, music, gesture, and spectacle. Thus, it is observed to be a combination of other forms of performing arts and the visual arts in order to produce a single artistic form. Similar to music, theater also has a variety of genres, including comedy, Black comedy, domestic drama, melodrama, farce, musical theatre, pantomime, opera, rock opera, physical theatre, and tragedy, which are among the most commonly performed (‘Theater’ 2007).


Like the history of music, the history of the theatre industry can be traced back in the earliest civilizations of man. Before the popularity of Aristophanes, Aeschylus, and Sophocles in the Greek Era, dramatics and folk theatre have already been existing and practiced in the early civilizations of India. Such forms of theater can be traced to the religious ritualism of the Vedic peoples in India, wherein the folk theater was mixed with dance, food, ritualism, in addition to the events of the daily life. The early forms of theatre features acting as animals such as goats, buffaloes, reindeer, monkeys, and other wild animals. Some actors also take the role of hunters, acting to chase the wild animals. In addition, stage design, costumes, makeup, and various movements and gestures have also been used in this time to depict real life experiences. Such forms of theatrical arts have also been presented in the Chinese, Japanese, and other Southeast Asian countries including Thailand, Indonesia, and Cambodia. Such forms of theatrical arts have been influenced by the Vedics during that time, and enhanced in those countries using their own style and culture. Thus, theatre took on various forms such as puppet shows, clowning, acrobatics, singing, dancing, and pantomime. Along with the flourishing of the Eastern form of theatre is the Western theatre, which has presented the greatest influence in the field of the performing arts. The Western form of theatre was founded by the Greeks, having the oldest surviving plays. The development of the modern theatre evolved from staged religious choral performances during religious celebrations. The highlights of the Greek theatre include the use of masks, the flourishing of playwrights, and the amphitheatre, which is the structure still used today in theatrical and musical presentations. Further prospering of the theatre industry can be observed in the Medieval Era, depicting different forms of dramas that have emerged from the Greek and Roman period. The Medieval Era is from where the most famous playwright, William Shakespeare has lived, with his works recognized up to the present era. The theatre industry continued to develop to the Renaissance and Neoclassical Era, which paved way to the high regard for operas, melodramas, and satires. At the late modern era, other forms or genres of theatre have been recognized, including experimental theatre, realism, naturalism, surrealism, expressionism, and postmodernism (‘History of Theatre’ 2007). Apparently, the progress of the theatre industry can be recognized alongside the advancement of other forms of applied arts, such as music, painting, sculpting, and many other forms.


The history of the music and theatre in the United Kingdom can be traced back in the Middle Ages or the Medieval Era. When during the course of the 5th century Britain was first colonized by Germanic peoples in appreciable numbers, they brought with them a long-standing tradition of sung narrative poetry. Although similar traditions no doubt already belonged to the Celtic peoples whom they eventually supplanted in most parts of Britain, and to the Scandinavians who invaded and settled in large numbers from the end of the 8th century, it was the context of the Anglo-Saxon language and culture that the genre first made a noticeable impact on the artistic life of the country. The great monument of this tradition is Beowulf, a poem of over 3,000 lines and the oldest epic in any Germanic language. The main interest of Beowulf in musical history is as a source for the social context of singing and harping in heroic terms (Caldwell 2002). Because this era is the era from which Catholicism flourished, the Roman Catholic Church made popular the chants and standardized both the Mass and the chant, and termed it the Gregorian chant. From the Medieval Ages, transition of the development of the music industry turned to the Renaissance period, which features musical innovation. It has been emphasized that the Renaissance period came late to England, but musical innovation there was already ahead of continental Europe. During the Renaissance Era in England, polyphony became increasingly elaborate. Many English composers, such as  Power (‘Medieval Music’ 2007).   


On the other hand, Chinese music is said to be the body of vocal and instrumental music composed and played by the Chinese people. Unlike the Western view of music, the Chinese conceived music in the highest sense as a means of calming the passions and of dispelling unrest and lust, being influenced and dominated by the teachings of Confucius for several thousands of years. In addition, music for the ancient Chinese is meant not amuse its listeners but to purify one’s thoughts. Traditionally, the Chinese believed that sound or music influences the harmony of the universe. Apparently, each new emperor of each new dynasty has a duty to establish his dynasty’s true standard of pitch, which serves to be one of his most essential duties during his rule. The result of this philosophical orientation was the opposition of the Chinese for the use of music as a means of entertainment, and the classification of musical entertainers to an extremely low social status. The most prominent expressive features of the Chinese music is its melody and tone color, which greatly emphasizes the proper articulation and inflection of each musical tone. Chinese music is mostly based on the five-tone or the pentatonic scale, which was much used in Chinese older music. The seven-tone or the heptatonic scale is also used, which is an expansion of the pentatonic tone, and is often come upon in Northern Chinese folk music. Chinese musical instruments used can be classified depending on the type of materials comprising them, including stone, bamboo, metal, wood, clay, silk, gourd, and skin. Instruments used include long zithers, flutes, panpipes, the sheng or mouth organ, and percussion instruments such as clappers, gongs, and drums. Similar to the Western history of music, the Chinese music history also has its Dark and Golden Ages. The Dark Ages of the Chinese music history happened in the Qin dynasty, wherein music was condemned as a wasteful pastime, thus, leading to the destruction of musical books and manuscripts and musical instruments. Its Golden Ages happened in the Han dynasty, when a special bureau of music was instituted to manage ceremonial music (‘Music History of China’ 2007). From this, the growth of orchestras, opera, and other genres of Chinese music have been observed, leading to the progress of the Chinese theatre. The early beginnings of the Chinese theater started as a combination of singing with dance, gesture, posture, and costume, in a way that gave considerable scope for mimetic art, and thus, is associated with shamanism. Chinese shamans similarly impressed their audiences in a dramatic manner. As dances became more solemn and formal, professional court establishments were developed to provide for their performance, thus, giving birth to court entertainers. They have dual functions, one is to amuse by music, song, mime, and wit, and the other is to give advice, instruction, or warning (Mackerras 1988). Thus, in this sense, the function and role of music and theater is intertwined together, which cannot only be used as a form or means of entertainment, but also as a source of knowledge and information.


It has been reported that both the Chinese music and theatre industry started to flourish since the success of its economic innovation, which started in the Tang dynasty. During the Tan period, thriving commerce and more settled times were perhaps conducive to the growth of the theatre industry, where the first unquestionable signs of widespread playacting were observed, and some of which may have been a direct part-ancestor of the drama. Dance was in some cases intimately connected with Tang playacting, and a number of dances in the nature of musical sketches, using flute, clappers, and drums for their musical instruments prospered during the dynasty (Mackerras 1988). Thus, in this regard, the Tang dynasty is termed as “The Age of 1000 Entertainments”, as it is from where the different theatrical forms flourished and become successful, including shadow puppetry, comedic performance, acrobatics, and music (‘Chinese Theatre’ 2007).


From the difference between the two histories of the music and theatre industry of China and the United Kingdom, it can be perceived that both countries used different marketing strategies in order to make their genres and forms of music and theatre known. This is because marketing strategies would enable a certain merchandise, good, or service to be known to its target consumers. Theoretically, it can be recognized that music and theatre can be a form of a marketing strategy in itself and not a good. It can also be regarded as a good means or tool of a marketing strategy. However, due to the advancement and evolution of the current marketing and business strategies in the contemporary period, it can be perceived that any product or service can now be introduced in the market, including music and theatre. Thus, the music and the theatre industry can now be sold in the market “like pancakes”. The discussion of the history of music and theatre in both countries would be essential to know the development of the overall history of the society, economy, politics and environment of the country, which would be crucial in determining the importance and the extent of the power and potential of marketing strategies in China and the United Kingdom in relation to the music and theatre industry.  


 


1.2 Statement of the Problem


            This study aims to discuss and analyze the similarities and differences of the marketing strategies used in the theater industry of both China and the United Kingdom. Such a problem would be important to answer in order to add to the knowledge of the individuals concerned with the theatre industry in both countries. Those individuals would include the actors, production crew and staff, advertising, media, and marketing staff, and the audiences of the theater industry. Such individuals would be able to benefit from this study because through this comparative study, they would be able to recognize the advantages and disadvantages of their marketing strategies, thus, would be able to improve them for the benefit of their careers and business.


 


1.3 Aims and Objectives


            The specific research objectives for this study can be summarized as follows:


1)     To find out why theater marketing strategies are important to both China and the United Kingdom;


2)     To determine the current theater marketing strategies in China and in the United Kingdom;


3)     To determine the advantages and disadvantages of current theater marketing strategies used in China and the United Kingdom; and


4)     To recommend effective marketing strategies for both countries, in response to recognized problems or disadvantages


 


1.4 Structure of the Study


            This research study is divided into five chapters in order to provide ease and consistency in the discussion of the topic. The first chapter discusses the problem uncovered by the researcher, including the background of the problem. It constitutes the introduction, the statement of the problem, aims and objectives, and the structure of the whole study.


            The second chapter discusses the review of the related literatures for the topic of the research. It provides relevant studies and facts on the different culture impact in the music and theater industry, consumer behavior, government policies, and the economic and tourism impact of the music and theater industry to both China and the United Kingdom.


            The third chapter of this research study discusses the methods and procedures used in the study. This chapter comprises of the presentation of the utilized techniques for data collection and research methodology. Similarly, it contains a discussion on the used techniques in data analysis as well as the tools used in acquiring the needed data.


            The fourth chapter of this research study discusses the analysis of the collected and tabulated data. Computations and correlations are made in order to uncover relationships and to address the statement of the problem noted in the first chapter. It analyzes and discusses the meanings of the findings and its implications for the literature and the study as a whole.


            Lastly, the fifth chapter comprises of two sections, namely, the conclusions of the study and the recommendations. These two portions highlight the implications of the findings in relation to the data obtained. The conclusions and the recommendations provide suggestions from both the findings and the discussed literature for future research.


 


Chapter 2


Literature Review


 


2.1 Introduction


            This part of the paper reviews the related literatures conducted on the area of study. By doing this, the research may be guided consequently by primarily discovering where the research is coming from, what and how much have been studied regarding the topic, and what it is yet to discuss. Aside from providing the background to the study, this chapter provides its readers the necessary backbone and support for the research study to stand credible. In addition, by appraisal of past researches related to the study, a historical perspective may be given. The researcher gains new insights on how much venture has been explored before, which will enable reflection, comparison, learning, and producing a stronger and more efficient study. This chapter also presents the research study a rich source of data, both new and old, which will augment and enrich the study. This part of the study accentuates how the study would contribute to the field of study it has chosen and further improve it.


 


2.2 Academic Literature Review


 


2.2.1 Culture Factors and Consumer Behavior


            Culture can be defined as the ways of acting, thinking, and feeling, which are transmitted from generation to generation, and across societies through learning, not through inheritance (Albrow 1999). Culture includes language and technology, both of which involve the communication of ideas and the possibility of sophisticated coordination of action. Culture vastly enhances adaptability (Albrow 1999), thus, allowing individuals to cope with the changes that happen in the society. A specific culture is being developed and learned in a specific society, wherein a society is basically the overall relationship among humans and the things that surround each and everyone. Human society in general, extends to all human beings, with which refers to the total number of members of animal species (Albrow 1999). In relation to this is the fact that the development of a specific culture depends on the influence of a community. Thus, the particular culture that is being practiced and observed in a community or society reflects the values, behavior, and preferences of the people residing in it. In this sense, a particular culture determines the development of a particular society, and vice versa.


            The simultaneous and interrelatedness of the concepts of both the society and culture leads one to realize that these two concepts influence all the activities and preferences of individuals in the society. Such activities and preferences include their behavior as consumers, who are actively altering and influencing the trends of the market and the different industries in any country. Knowing the behavior of consumers is crucial for any business organization in the market, as the behavior of consumers largely dictate the fate of business organizations in their respective industries. Similarly, the behavior of consumers also dictates the success or the failure of the theater industry, as consumers serve to be the audiences for whom the theater is intended. Consumer behavior is defined as the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs, including the effects or impacts that these processes have on the consumer and the society as a whole. It is useful to remember that the behavior being pointed out occurs for the individual, for groups of individuals, and for an entire organization. It involves the use and disposal of products and the study of how products are being purchased. The use and purchase of a particular product is often of great interest to the marketer or the manufacturer, as this influences how that particular product is best positioned in the market, or how the manufacturer can encourage increased consumption. Aside from tangible products, consumer behavior also involves services and ideas. Thus, it can be perceived that the behavior of consumers is of great relevance to the market, to business organizations, and to the society as a whole (Hawkins et al 1998). In addition, consumer behavior is frequently presented in terms of preferences, on the one hand, and possibilities on the other. Factors such as opportunities, costs, and budget constraint must be recognized, as they are the primary factors that dictate the decision of a particular consumer. Moreover, it is also sufficient to model consumers individually, as each has one’s own choices subject to his or her own budget constraint and needs. However, the opportunities available to any one consumer may sometimes depend crucially on what others do, thus, opportunity sets must then be modeled to reflect this dependence. One of the dangers of not recognizing interdependencies between consumers is that one can mistake highly constrained behavior for free choice (Deaton and Muellbauer 1999). Thus, it must be recognized that as consumers, a specific individual has a huge influence on the decisions of other consumers, as each individual has the power and the right to communicate his or her opinions and feedbacks regarding a specific product, idea, or service. In this sense, satisfying one consumer means satisfying a group of them.


            Because consumer behavior poses a great power and influence over the operations, production, and decisions of business organizations, four applications of consumer behavior can be recognized. The most obvious application of consumer behavior is for marketing strategy, for making better marketing campaigns (Hawkins et al 1998). In definition, marketing strategy is the process by which the organization translates its business objective and business strategy into market activity, wherein it reflects the company’s best opinion as to how it can most profitably apply its skills and resources to the marketplace, and achieved or is concerned with the four major elements of the marketing mix, namely, Product, Price, Place, and Promotion (Fifield 1999). In this regard, it can be understood that marketing strategies refer to the different ways on how an organization would be able to reach their consumers such as its advertising strategies, including the ways on how it would be able to sustain its operations, such as its financial and operations strategies, and the ways it would be able to function ethically in the society, such as its policies and legal strategies. In relation to the topic of this research study, the marketing strategies being talked about refer to the different advertising, operations, and communication strategies that would enable the theater and its members to sustain their operations and that would enable them to inform their audiences of their presentations. As mentioned earlier, consumer behavior largely influences the operations of business organizations, thus, prompting such organizations to please initial consumers, as they in turn influence many subsequent customers, and introducing new products to stay afloat in the market and in their respective industries (Hawkins et al 1998). In this sense, the marketing strategies of theaters would provide information, arouse interest, and attract attention of their audiences.


            The second application of consumer behavior is public policy. Public policy is defined as the study of what governments choose to do or not to do, including studies of the policy processes, policy implementation and impact, and evaluation. The study of public policy involves the community and the society as a whole, and bridging the gap between what academics know and how citizens and government officials use what they have learned to make better policy or at least make better arguments in favor of particular policies (Birkland 2005). In this sense, through consumer behavior, public policy is being improved and enhanced. This is because without a well-defined and well-worked-out policy, responsibility becomes very difficult to bring about (Friedrich 1940). One of the most famous and often heard public policy is the Anti-Piracy law, which guides the consumers in terms of purchasing pirated merchandises from fraud manufacturers at a cheaper price. Consumer behavior influences the increase of “pirates”, as more consumers patronize pirated merchandises than the original ones due to their higher prices.


            The third application of consumer behavior is social marketing, which involves getting ideas across to consumers rather than selling a specific product or service (Hawkins et al 1998). Social marketing is defined as the use of commercial marketing techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole. Its key characteristic is that the benefits accumulate to the individual or society rather than to the marketer’s organization (Weinreich 1999). Lastly, the fourth application of consumer behavior is that it would make us better consumers (Hawkins et al 1998). Becoming better consumers mean that individuals know what they need and want, given the budget and cost constraints, opportunities, and market trends.


            From the above discussion, it has been pointed out that a specific culture influences the development of a particular society or community, and vice versa. This is because the development of culture or a society per se cannot be taken separately, but must be studied together in order to further understand the role each has in the development of the other. In addition, from the above discussion, the concept and the underlying concepts of consumer behavior have been explained, thus, emphasizing the fact that consumer behavior is being developed and is being dictated and influenced by the type of society or type of culture a particular society has. In this regard, the different applications of consumer behavior have also been pointed out, which includes the formation of marketing strategies. In relation to the topic of this research study, it can be stressed that the behavior of consumers in the United Kingdom is different from the behavior of consumers in China due to the differences of their cultures and societies. In this sense, the characteristics of the consumers in both countries must be analyzed, most especially in terms of their perceptions in the theater industry in order to determine the role, importance, and effects of cultural factors in the development of their theater industries.


 


2.2.2 Comparative Analysis of Culture and Consumer Behavior of China and UK


                       


 


 


                                          


 


 


 


Chapter 3


Methodology


 


3.1 Introduction


            This chapter discusses the research methods available for the study and its applicability. It presents how much the research has implemented and how it came up with pertinent findings. This chapter presents the various procedures and strategies in identifying the sources for the needed information in knowing the relative preferences of the chosen respondents for the study. It specifies the research design followed, the process of data gathering, and the data analysis method used.


 


Research Method


            Three kinds of research methods, namely, correlational, experimental, and descriptive can be used in doing a specific research study. The correlational type of research method is used in relation to ethical and practical problems through experiments. It refers to studies in which the purpose is to discover relationships between variables through using correlational statistics (r). The square of a correlation coefficient produces the explained variance (r-squared). A correlational relationship between two variables is occasionally the result of an outside source, thus, it must be put in mind that correlation does not necessarily provide a cause-and-effect situation.


            Another type of research method is the experimental method, which is the only method that can be used to establish cause-and-effect relationships (Creswell 1994). That is, the experimental method is the only one that can be used to explain the bases of behavior and mental processes. In this method, the subjects are split into two or more groups, where one group is called the experimental group and gets the treatment that the researcher believes will cause something to happen. This treatment is formally called the independent variable. The experimental and control groups are compared on some variable that is presumed to reflect the effects of the treatment or outcome. This is formally referred to as the dependent variable.


            The third approach in doing a research study is the descriptive approach, which uses observations and surveys. In this method, it is possible that the study would be cheap and quick. It could also suggest unanticipated hypotheses. Nonetheless, it would be very hard to rule out alternative explanations and especially infer causations. Thus, because this study is based in qualitative and quantitative methods, this research study utilizes this type of research method.


 


3.2 Primary Data Research: Royal Shakespeare Company


            In order to determine the marketing strategies used by the theater industry in the United Kingdom, one of its famous theater companies has been considered as this study’s point of reference. The famous theater company considered for this study is the British theatre company, Royal Shakespeare Company or the RSC. The Royal Shakespeare Company is one of the world’s best known theatre ensembles (‘About the RSC’ 2007), located primarily at Stratford-upon-Avon, with bases in London and Newcastle. It is one of the two most prominent publicly-subsidized funded theatre companies in the United Kingdom, along with London’s Royal National Theatre (‘Royal Shakespeare Company’ 2007). It focuses on works by Shakespeare, other renaissance dramatists and contemporary writers, thus, striving to engage more people with the experience of live theater through its productions, education, and outreach work. The nature of RSC’s ensemble allows the audiences and the actors alike to follow a number of repertoire productions while providing an expert training environment for its actors, directors, and theatre artists. It is then dedicated to attract and inspire the best artists, both on stage and behind the scenes, in order to produce the highest standard of performances. In addition, being an ensemble company, the collaboration of the directors, actors, writers to production, administrative, technical, and workshop staffs yields a distinctive and unique approach to theater. It currently employs 700 people, who work either directly on producing and running the productions or within roles that directly support the work that takes place on stage (‘About the RSC 2007). From such descriptions, it can be perceived that the Royal Shakespeare Company serves to be an influential and high-class theater icon that strengthens the theater industry of the United Kingdom. It does only provide world-class entertainment to all its audiences, but also presents an environment that allows the growth of its actors and production staff in terms of their theater career. Thus, in this sense, this theater was considered in this research study for obtaining relevant data, as it is already an institution in the theater industry of the United Kingdom. Moreover, because it is deemed as one of the world’s most famous theatre, the Royal Shakespeare Company would already have its own established and recognized marketing strategies, including cooperation or collaboration with other large companies and corporations. In addition, being famous, the production staffs and actors working in the company would be high-class and excellent professionals having reliable and trusted experiences.


 


3.2.1 Quantitative Primary Data Collection Methods


            As specified earlier, this study uses the descriptive approach, which involves gathering information about the present existing condition, in which the purpose is to describe the nature of a situation, as it exists at the time of the study and to explore the cause/s of particular phenomena (Creswell 1994). Because this paper uses the descriptive research method, it is based on both qualitative and quantitative method.


            The quantitative method is compatible with the study because it allows the research problem to be conducted in a very specific and set terms (Cooper and Schindler 1998). Besides, the quantitative research plainly and distinctively specifies both the independent and the dependent variables under investigation. It resolutely follows the original set of research goals in order to arrive at more objective conclusions and testing hypothesis, thus, enabling to determine the issues of causality and eliminating or minimizing subjectivity of judgment (Kealey and Protheroe 1996). In addition, this method also allows for longitudinal measures of subsequent performance of research objects (Matveev 2002). Thus, it provides achieving high levels of reliability of gathered data due to, namely, controlled observations, laboratory experiments, mass surveys, or other forms of research manipulations. This study is based on surveys and statistical treatments, therefore, the quantitative approach suits well with it.


 


Sample Size


            In order to gather first hand information, the researcher needed respondents, which are composed of the different staffs from the Royal Shakespeare Company. Respondents include staffs comprising the different departments of the Board, administrative, technical, writing, executive management, and directing team of the theater. The research considered 25 respondents, but was only able to consider 18 participants, who had the time to participate in the study. They are also the individuals responsible for the different concepts and strategies for marketing their company and presentation to their audiences. The questionnaire-survey has been used to collect data on the respondents’ demographic profile, to check if the sample is appropriately stratified and representative, and to provide further information for the analysis of the sample.


 


Sampling Method


            A simple random sampling was used in this research study to make the study more convenient, thus, allowing for more comprehensive data analysis (Parel et al 1978). Considering the entire population or members of the Royal Shakespeare Company would not be feasible for this study, as not all members are responsible and are not involved in coming up with the theater’s marketing strategies. In this sense, the members of the different teams mentioned previously were considered, as they would definitely have the say on the theater’s marketing strategies. In addition, in simple random sampling, such members have the same chance of being selected for participating in the study (Parel et al 1978), thus, making it easier for the researcher to analyze and gather data.


 


Research Instrument


            The researcher designed a questionnaire for the purpose of the interview process. The primary aim of the questionnaire is to examine the preferences of the theater Board, directors, executive management team, writers, and administrative and technical staffs on their marketing strategies. This research uses a mixture of closed and open questions. A closed question is one that has pre-coded answers. Through closed questions, the researcher will be able to limit responses that are within the scope of this study. In addition, closed questions will be used in the survey because the answers are easy to analyze and are straightforward as target respondents are mostly busy that they do not have enough time to give attention to open questions. Closed response questions save the respondent having to think of possible replies.


            The questionnaire consisted of mainly three parts. The first part was a set of categorical questions to identify a respondent’s personal data and information, which corresponds to the demographic data the study will be needing, including the age, occupation, status, and gender. The second part of the questionnaire includes a number of questions to measure the attitudes, preferences, and factors that may affect the choice of marketing strategies of the respondents, if any. A 5-point Likert Scale was used in this part to measure each construct. The third part of the questionnaire included questions for the purpose of respondent clarification, which have a number of open-ended questions for the basis of interview.           


In the Likert technique, a set of attitude statements are presented, where subjects of a study are asked to express agreement or disagreement using a five-point scale. The degree of agreement is given a numerical value ranging from one to five, thus a total numerical value can be calculated from all the responses (Underwood 2004). A 5-point scale with end points like “strongly agree”, “strongly disagree”, “agree”, “disagree”, and “uncertain” was used to measure the items. On the scale, number 1 indicates the strongly positive response and number 5 indicates the opposite extreme.


 


            The equivalent weights for the answers will be:


                        Range                                    Interpretation


                        5                                              Strongly Disagree


                        4                                              Disagree


                        3                                              Uncertain


                        2                                              Agree


                        1                                              Strongly Agree


 


            The researcher opted to use the questionnaire as a tool since it is easy to construct having the rules and principles of construction are easy to follow. Moreover, copies of the questionnaire could reach a considerable number of respondents either by mail or by personal distribution. Generally, responses to a questionnaire are objectified and standardized and these make tabulation easy.      


 


3.2.2 Qualitative Primary Data Collection Methods


Along with the quantitative research method, this research study also employs a qualitative research method, since this research study intends to find and build theories that would explain the relationship of one variable with another variable through qualitative elements in research. These qualitative elements does not have standard measures, rather they are behavior, attitudes, opinions, and beliefs. Furthermore, in definition, the qualitative research method is a multi-method, involving an interpretative, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret phenomena in terms of the meanings people bring to them. Accordingly, qualitative researchers deploy a wide range of interconnected methods, hoping always to get a better fix on the subject matter at hand. In this sense, it permits a flexible and iterative approach.


The value of qualitative research can best be understood by examining its characteristics. One of the primary advantages of qualitative research is that it is more open to the adjusting and refining of research ideas as an inquiry proceeds. In addition, the researcher does not attempt to manipulate the research setting, as in an experimental study, but rather seeks to understand naturally occurring phenomena in their naturally occurring states.


Using the qualitative research method, the interview of the respondents was facilitated. The researcher tallies, scores, and tabulates all the responses in the provided interview questions. The interview used is a structured interview. It is consisted of a list of specific questions and the interviewer does not deviate from the list or inject any extra remarks into the interview process. A structure interview is a kind of interview that promotes a question and answer process. Although the research can put or add further questions regarding the subject matter, the interviewer must see to it that the process should remain objective rather than subjective, and that the researcher does not have any right to state his or her own opinions and ideas so as not to influence the answers or comments of the interviewee. The interviewer may encourage the interviewee to clarify vague statements or to further elaborate on brief comments. The interviewer does not share his or her own beliefs and opinions. The structured interview is mostly a “question and answer” session.


 


Validation of the Instrument


            A combination of the closed-type and open-type questions were used in this research study. Closed-type questions were used for efficient and easy tabulation of the gathered data, while the open-type questions were used to provide the respondents of the study a chance to express their personal views based on the questions asked. Hence, the data gathered in using both types of questions will be relevant to the discussion of the subject matter. 


For validation purposes, the researcher pre-tested a sample of the set survey questionnaires. This was done by conducting an initial survey to at least five respondents from the chosen respondents of the population. After the respondents answered, the researcher then asked them to cite the parts of the questionnaire that needs improvement. The researcher even asked for suggestions and corrections from the respondents to ensure that the survey-questionnaire is effective. Automatically, these five respondents were not included as respondents for the study.


 


3.3 Secondary Data Collection: China Theater Industry


            In order to come up with substantial conclusions and recommendations for this research study, secondary data collection has been done in order to support the primary research data obtained by the researcher. As pointed out, the primary source of data comes from the survey-questionnaire and interviews conducted by the researcher to selected respondents. In support of such data gathered, the research would also be using secondary data from printed sources, such as academic and professional journal articles, books, magazines, and some reliable sources from the Internet to have a strong foundation of the whole research study.


            In order to make a comparative analysis and study of the marketing strategies used in the theater industry of both countries, a point of reference must also be used in the theater industry in China. Similar to the United Kingdom, a pioneer theater would also be considered in China. This theater is Beijing People’s Art Theatre or the BPAT, which was founded in 1952, and enjoys a distinguished worldwide reputation, with more than 12,500 performances of 250 plays over half a century. It is the first Chinese drama company to tour internationally, and makes its Cal Performances debut with an undisputed masterpiece of world theater – Lao She’s The Teahouse (‘Beijing People’s Art Theater, The Teahouse’ 2007). As a national theatre company of China, BPAT possesses its unique performing style. Ever since it founding, the theatre has put on nearly 300 plays in different styles, including domestic works in different styles and works from different countries. It now has three theatres mainly for drama performances, namely, the Capital Theatre, the Mini Theatre, and the Experimental Theatre. Its stage art center has a professional producing base, which could make settings, costumes and props for the theatre itself and other performing troupes (‘Beijing People’s Art Theatre’ 2005). Aside from the BPAT, a number of theatres can also be recognized in China, with a number of theatrical structures, serving to influence the country’s theatre industry. Other theatres include the National Theatre Company of China, the Chung Ying Theatre Company, the Hong Kong 105 Drama Society, the South Island Theatre Company, the Theatre du Pif, and the Theatre Fanatico.


 


3.3.1 Quantitative Research Method


To be able to obtain a balanced view and data in this study, a number of questionnaire-surveys were also sent to some of the members of the BPAT in order to obtain their answers regarding the problem stated in the first chapter of this research study. The questionnaire-surveys were sent to the members of the BPAT through electronic mail. Similar to the questionnaire-survey provided for the members of the Royal Shakespeare Company in the United Kingdom, the questionnaire-surveys sent to the members of the BPAT also used closed and open type of question. The researcher considered 10 respondents for obtaining the needed data from BPAT. However, only 7 respondents were able to give back responses. For ethical reasons, the instructions and questions in the questionnaire-survey were translated into the Chinese language for the convenience of the members of BPAT who do not know the English language very well.


 


3.3.2 Qualitative Research Method


            For the verification of the answers in the questionnaire-survey, the seven crucial members of the BPAT were scheduled for an interview through telephone call. The crucial members of the BPAT who were interviewed through the phone call were the members who know how to speak both the Chinese and English language. Because the researcher has a Chinese ancestry, it was easier for obtaining relevant information, as the respondents were able to express themselves during the phone call.


 


Statistical Treatment of the Data


            After the collection of the entire survey questionnaires, analysis and collation of such data must be done next. With this, the researcher will be using statistical tools and methods to analyze all the data, and will be assisted by the SPSS in coming up with the statistical analysis for this study. The researcher will be assisted by the Statistical Package for the Social Sciences or SPSS in coming up with the statistical analysis for this study. SPSS is one of the most widely available and powerful statistical software packages that cover a broad range of statistical procedures. It allows a researcher to summarize data, determine whether there are significant differences between groups, examine relationships among variables, and graph results (e.g. bar charts, line graphs) (Kirkpatrick and Feeney 2003).


 


3.4 Conclusion and Limitation


            The fieldwork was not as easy and ideal as expected. A number of problems or dilemmas have also been encountered during the fieldwork, most especially during the dissemination of the questionnaire-survey and the scheduling of the respondents for their interview session. In terms of obtaining primary data research, determining and synchronizing the schedule of the respondents from the Royal Shakespeare Company was difficult, as most of them were busy with their upcoming shows and schedules. Thus, the distribution and collection of the questionnaire-surveys, and the scheduling of their interview session is most difficult. Another challenging part with obtaining the primary data from the members of the Royal Shakespeare Company was persuading them to divulge information regarding their marketing strategies. They were afraid that their competitors would be able to have relevant information on how they run their business. However, with patient and sincere negotiations, the target respondents were still able to be persuaded to participate in the research study.


            Obtaining the secondary data research was slight easier than obtaining the primary data needed for the research study. The difficult part in doing so was determining the contact numbers and contacting the respondents from BPAT. Aside from this, the researcher had to translate the questionnaire from English to the Chinese language to make sure that the respondents would be able to understand the contents of the questionnaire-survey. This would also ensure that relevant information would be obtained through the questionnaire-survey. Language barrier was never a problem because the considered respondents to undergo the interview session were knowledgeable with both the Chinese and the English language. Thus, it had been easier for the researcher to relate and converse with them through the telephone call. Finding and obtaining relevant secondary data was harder than expected. There seems to be limited sources for the chosen topic.      



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