Segmenting the College Student Market for Movie Theatre Attendance
1. Did you attend at least one movie at a movie theatre in the past year?
____(1) Yes ____(0) No (Skip to Question #9)
2. By marking in the boxes on the scale below, indicate how important you consider going
to the movies at a movie theatre, relative to other leisure activities you engage in?
3. On average about how many movies do you
attend at a movie theatre each month?
4. Not including the cost of the movie ticket, mark the box below which best describes
about how much you spend on popcorn, candy, softdrinks, and other food items at a
movie.
5. Do NOT consider the movie playing at a theatre. Use the scale below to indicate
how important each of the following are in your selection of a movie theatre.
Movie Theatre Items
Very
unimportant
(1)
Somewhat
unimportant
(2)
Somewhat
important
(3)
Very
important
(4)
a.Video arcade at the movie theatre
b. Soft drinks & food items
c. Plentiful restrooms
d. Comfortable chairs
e. Auditorium type seating
f. Size of the screen(s)
g. Quality of sound system
theatre
i. clean restrooms
6. Suppose your community did not have a “big screen” theatre. Use the scale below to
indicate how much further you would drive beyond the cinema nearest to you to see a
movie at a “big screen” theatre?
Very
unimportant
(1)
Somewhat
unimportant
(2)
Somewhat
important
(3)
Very
important
(4)
Never buy food
items at movies
Up to $7.49
$7.50 to $14.99
$15.00 or more
Zero
(0)
1 to 9 miles
(1)
11 to 24 miles
(2)
25 to 49 miles
(3)
50+ miles
(4)
7. Regarding your search for information about movies playing at movie theatres,
indicate the importance of each of the following sources of information.
Movie Theatre Information Sources
Very
unimportant
(1)
Somewhat
unimportant
(2)
Somewhat
important
(3)
Very
important
(4)
a. Newspaper
b. Internet
c. Phone in for information
d. Television
e. friends or family
f. other sources of information
8. Using the table below, indicate the percentage of movie tickets purchased using each of
the following purchase options. Your total percentages should equal 100%.
9. Using the following scale, how physically active do you consider yourself?
Very inactive
(1)
Somewhat inactive
(2)
Somewhat active
(3)
Very active
(4)
10. Using the following scale, how “socially active” (participating in social activities such as
dating, going to parties, being in a social organization, or just constantly being around
and doing things with people) do you consider yourself?
Very inactive
(1)
Somewhat inactive
(2)
Somewhat active
(3)
Very active
(4)
Demographics
11. Ethnic background:
African-American
(1)
Caucasian
(2)
Hispanic
(3)
Other
(4)
12. Gender: ____ Male(0) ____ Female(1)
13. Classification:
14. Age:
Thank You Very Much For Your Cooperation
Purchase Options
Percent of the time I
use this option
a. purchase tickets over the internet
%
b. Purchase tickets at the theatre
when you come to see the movie
%
c. Purchase tickets at the theatre but
see the movie at a later time
%
d. Other purchase option
%
Total
100%
0 to 18
(1)
19-20
(2)
21-23
(3)
24-26
(4)
Over 26
(5)
Freshman
(1)
Sophomore
(2)
Junior
(3)
Senior
(4)
Grad Student
(5)