The Morehead Planetarium: a client market analysis

Abstract

The Morehead Planetarium is located on the campus of the University of North Carolina at Chapel Hill. This study involves the analysis and comparison of the Planetarium's client and non-client markets. Data on the clients were collected using a self-administered survey given to patrons in the planetarium theater. Non-client data were collected using a random mail survey of the Chapel Hill area. Data were analyzed using variable frequencies, mean comparisons, correlation and regression analysis. A comparison of client variable means indicated a significant difference in population, ages, level of education and interest in science when compared to the non-client group variable means. According to this study, Planetarium clients place a higher value on family activities and the educational value of their leisure time activities. They are less concerned with low cost, convenience and entertainment value. Two way correlations indicated that income, family size, age and level of education were most often related to other survey variables. Whether a client saw the "Star of Bethlehem" (The Planetarium's annual Christmas Show) or had visited the planetarium with a school group was shown through regression analysis to be a valid predictor of past attendance.