Consumer Research on Children Enrolled in Music Programs

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This research document captures comprehensive demographics on children involved in school programs as well as data on how they learned about the programs, how much time they spend with music outside of the classroom, and how they use computers to help learn about and shop for musical instruments and accessories. Our exclusive report is divided into three areas covering: the customer, the instrument selection process, and the purchase/rental experience. Areas covered in the report appear below.

Consumer Background Information

• Gender
• Age
• Instrument Played
• Decision
• Years Playing
• Years Active in School Music
• School Music Programs
• Why do You Play
• Friends in Programs
• Reasons for Discontinuing Music
• Future in School Music
• Preferred Music
• Practice Habits in School
• Practice Habits Outside School
• Other Equipment Owned
• Other Instruments
• Other School Activities
• Free Time
• Other Purchases
• Internet Use
• MySpace/Facebook
• iPod
• iTunes

Consumer Purchase Decision

• Reason for Selecting Instrument
• Satisfaction
• Rentals
• Purchase Plans
• Price
• Accessories
• How Did You Learn About Instrument

Consumer Purchase Experience

• Purchase Location
• Pressure from Salespeople
• Salespeople
• Local Music Store Visits
• Satisfaction with Sales Experience
• Recommendations
• Likelihood of Purchasing from Same Location
• Next Purchase Location

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