Illegal music download Vs.

Legal music download

Carrington Murray

This paper did a good job of addressing the concerns with the first
draft. The end results is a paper that provides a strong and realistic proposal
for research to help the music industry understand the underlying motives
for illegally downloading music.
The greatest improvements were in the literature review and
instrument. But all areas were greatly improved. The only concern was with
the sampling techniquegiven that you could propose any valid sampling
technique, why bother with a convenience sample when you could draw a
simple random sample?
Literature Review/Hypotheses/Research Questions 5 out of 5 points
Methodology 5 out of 6 points
Instrument 5 out of 5 points
Other factors 4 out of 4 points
TOTAL PRE-GRADE: 19 POINTS

Introduction:
Based on qualitative and quantitative research surveys, results are able to
show a major difference between the downloading of illegal music in
comparison to legally obtaining the music accreting the differences to
convenience. With illegal music download being more popular, as opposed to
legally downloading the music. This paper will go into further detail of the
comparison between means of obtaining to music through the convenience
aspect. The surveys were developed and created to test and examine a few
different variables such as: Age, Gender and money. Survey participants
answers to survey question are all properly examined and analyzed to come
to some form of conclusion of why illegal outlets are chosen in comparison to
the latter.
Background Research:
Several research studies have taken place in the past, to address the issues
of illegal downloading outlets and persons participating in the practice
opposed to buying music through legal outlets, like iTunes and CDs. Studies
have tied high percentages of downloading to the age group of 18 to 24 year
olds (Edison Media Research, 2002). Furthermore a huge percentage of the
individuals who identify with that age bracket and tied to the high levels of
illegal downloads are college students. Napster, one of the first illegal
downloading sites, was even started by a college student (Taylor et al.,
2002). Individuals between the ages of 18 to 24 even ranked file sharing (the
term often used for illegal downloading) among the online music-related
activities that they enjoy taking part in the most (Jupiter Media Research,
2002). However, because of such interest in online music download and or
file sharing, it has caused a deleterious effect on sales in the music industry,
things such as music CDs as well as others such as DVDs (Stevans and
Sessions, 2005). Many music industries and artists have addressed the issue
of illegal downloading and file sharing as the reason for their low record sales
(RIAA, 2006). Some artists have even expressed that illegal downloading has
affected their sales so much that they were barely able to break even
through album sales (Shirky, 2001).
Countries with larger Internet and broadband penetration have also seen
major music sales fall (Zetner, 2005). Economic research ties the drops in
album sales to the illegal downloading of music. Prior research has
uncovered that youth are the primary consumers who participate and choose
to download music illegally. However, the younger age individuals participate
in this practice much more than persons who are much older due to younger
age individuals being the most price conscious (Tom, Garibaldi, Zeng, &
Pilcher, 1998). As a result of them being price conscious they want to ensure
that they are going to receive the ultimate satisfaction in something before
spending their money. This is the same with music. Lot of times students in
college are very careful on what they spend funds on doing to have a certain
amount of money. As a result of this many times what occurs is individuals in
the college sector choose to download illegally to save money, because
downloading illegally cost nothing at all (Tom, Garibaldi, Zeng, & Pilcher,
1998). They dont want to buy the music through a legal outlet or purchase
the CD until they know the music will satisfy them enough to want to spend
money on the album. However, often times after they have obtained the
music illegally and have heard the music, even though they are satisfied
they never purchase the music legally since they (consumer) already have it.
They feel that the CD would be a rip-off (Nager, 2000).
Furthermore, playing a major role in consumers choosing to download
illegally in comparison to legally depends on the artist and style of music.
Often times consumers are more likely to purchase the music illegally
depending on how much they like the artist who made the music (Marketing
Theory, 2004). Their support and respect for the artist will play a role in their
decision to download illegally. As a result high support for the artist they like
to show that support by legally buying the album (Marketing Theory, 2004).
However, if it is a new artist or an artist that they do not listen to often they
will download the music illegally so that they dont feel they are wasting
money.

Continually research has also showed a disparity in illegal downloads

between women and men. Males tend to overlook the high risk and
economic factors involved in downloading music from illegal outlets (Grable,
2004). While on the other hand women tend to be more risk conscious and
take more time in processing and understanding the economic deterrent risk
involved in downloading music illegally (Chiang, 2008). Female music
downloaders consider the effects of downloading music illegally will do as it
relates to economics. They consider whether they will be caught, how high
the risk will be from downloading from the outlet (Maynes, 2005).
Furthermore, they take into account whether the practice is ethically right.
On the other hand guys are more have shown through research that they
have a higher tolerance for risk than females showed (Bolton and Katok,
1995). They dont consider the risk in downloading music as much as female
downloaders do. Males are more apt to quickly commit the action without
considering the consequences of their actions (Chiang, 2008). They dont
consider the ethical effects of their decision they just want the music.
As a result of illegal download behavior, outlets also referred to as legal
incentives such as Spotify and Rhapsody have been started (Sinha, et al.,
2010) Pandora, which is free Internet radio, now offers a subscription-based
service. It is the thought that with proper legal outlets through subscriptions
that illegal downloading usage will decrease, as a result of legal
outlets/incentives (PSU, 2004). With that being said I intend to expand my
research on this topic by researching whether the accessibility to legal music
download outlets and services will have an effect on the attitudes of
consumers. Also, I will also research whether attitudes towards ethics and
ethic comprehension have any form of effect on music downloads.
Hypotheses:
H1: Younger age groups have higher rates of illegal downloading of music;
age will be negatively related to frequency of downloading.
H2: Individuals that have a higher level of respect for ethics will be
negatively related to the frequency of illegal downloads.
H3: The need to purchase music illegally decreases in relation to the level of
affinity of the artist and or style of music.
Methodology:
I began my research by collecting a random sample of 75 students in the
Russell House of the University of South Carolina. From those students
collected I initiated a snowball sample where the 75 current samplers
recruited others including faculty and staff at the University and surrounding
areas. My rationale for choosing to use the snowball effect is to give a mix
representation of ages and attitudes towards the topic as a result of using
only college aged students. Once I have collected my sample for my
research I will survey each of them based on my research question and
hypotheses. The questions will consist of a Likert scale format and identity
questions. The Likert questions will examine the persons being tested beliefs
on ethics and their respect for ethics. Ethics as it relates to the research is
defined as right and wrong human behaviors and actions. Participants
respect for ethics and knowledge of ethics will be measured separately to
see if there may be a relationship between the level of knowledge and level
of respect. Identity questions will seek to identify their sex, their age, and
how much they have downloading music illegally in the past month.
I would then tabulate all the frequencies of music downloads for illegal as
well as for legal and divide it by the number of participants and come up with
the average number of downloads for the month, in illegal downloads and
legal downloads. Next I would analyze the Likert scale results. For each
question I would tabulate the number chosen (1-5) and figure the mode for
each question. This would give me a general idea of how the majority feels
about each question.
Finally, I would take all of my findings and input them into the IBM SPSS
Statics software. This software will basically assist me in my entire analytical
process, and aid in analyzing the data I collected from the surveys. It well
then allows what exactly it is saying and me to make sense of all the data
collected. Overall, this software will breakdown the data and develops a
conclusion based on my findings.

Instrument:
Participant Survey Questionnaire:
How many times in the past month have you downloaded music through
illegal outlets? (Number of Sessions)
________
How many times in the past month have you downloaded music through
legal outlets? (Number of Sessions)
________
For the following questions circle the number that most identifies with how
you feel?
As long as I dont get caught or in trouble for illegally downloading
it is okay.
1- Strongly Disagree
2- Somewhat Disagree
3- Neutral
4- Somewhat Agree
5- Strongly Agree
Lying about a childs age so that they can eat for a cheaper price is
okay.
1- Strongly Agree
2- Somewhat Agree
3- Neutral
4- Somewhat Agree
5- Strongly Agree
It is disrespectful to take something thats not mine, even if Im not
caught by anyone.
1- Strongly Disagree
2- Somewhat Disagree
3- Neutral
4- Somewhat Agree
5- Strongly Agree
Downloading music is one of the ways that I enjoy passing my time:
1- Strongly Disagree
2- Somewhat Disagree
3- Neutral
4- Somewhat Agree
5- Strongly Agree
You legally purchase the music if its an artist you listen to
frequently:
1- Strongly Disagree
2- Somewhat Disagree
3- Neutral
4- Somewhat Agree
 5- Strongly Disagree

You still download music whether its an artist/music you really like
or music/artist you dont listen to as much:
1- Strongly Disagree
2- Somewhat Disagree
3- Neutral
4- Somewhat Agree
5- Strongly Agree
How aware are you with legal downloading options?
1- Strongly Unaware
2- Somewhat Unaware
3- Neutral
4- Somewhat Aware
5- Strongly Aware
List one example of a legal music downloading outlet:
_____________________________________________
** If you do not know any legal music downloading outlets please write Im
Not Sure in the blank provided.
Legal music outlets will limit my illegal music downloading:
1- Strongly Disagree
2- Somewhat Disagree
3- Neutral
4- Somewhat Agree
5- Strongly Agree

What is your Gender?

o Male
o Female
What is your age?
_______

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