Investigating the Audience Experience of Mamma Mia: The Musical, The Movie and The Party

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Participant Information Sheet

Dear Sir or Madam,

I would like to invite you to participate in my research project Investigating the audience experience of Mamma Mia: the musical, the movie and the party. Before you decide whether to take part, it is important for you to understand why the research is being done and what it will involve. Please read the information in this letter carefully and take time to make your decision. Please feel free to contact me with any questions you may have.

The Research

The musical theatre "Mamma Mia!" is a musical product derived from ABBA’s music. Over time, this musical has been rearranged into many different kinds of formats. This research will focus on three of these formats, namely "Mamma Mia! The Musical", "Mamma Mia! The Movie" and "Mamma Mia! The Party", and explore the audience experience of these different forms of "Mamma Mia". It is hoped that the research results and output can play a role in the development of the music industry and it can provide some practical and effective suggestions for the practitioners in the industry. I would like to invite you to watch 6 video clips from the three types of “Mamma Mia!” that I’ve mentioned above and then fill out the questionnaire via Question Pro.

Other things you need to know

I am conducting this study as part of my dissertation for my MA in Music Management. The responses will be kept strictly confidential and will only be accessible to me and my supervisor. All data will be stored on protected university drives and destroyed upon graduation. Any reference to your responses in any reports or publications will be completely anonymous.

This study has been subjected to ethics review and approved by the University of Sheffield’s ethics review panel as administered by the Music Department. I do not anticipate that the questionnaire and videos will cause you any discomfort, but you are welcome to refrain from answering any question or withdraw from the study up to the point of submitting your questionnaire responses.

The University of Sheffield will act as the Data Controller for this study. This means that the University is responsible for looking after your information and using it properly. According to data protection legislation, I am required to inform you that the legal basis I’m applying in order to process your personal data is that ‘processing is necessary for the performance of a task carried out in the public interest’ (Article 6(1)(e)). Further information can be found in the University’s Privacy Notice https://www.sheffield.ac.uk/govern/data-protection/privacy/general.

If you do take part

If you are then happy to take part in the survey, please tick all boxes of the informed consent in the beginning of the questionnaire and keep this information letter. If you have any questions or concerns, please do not hesitate to email me at [email protected].

Should you wish to make a complaint regarding the conduct of this research, you can do so in the first instance by contacting the project supervisor Dr Sarah M. Price ([email protected]). Participants can also escalate their complaints to the Head of Department (Dr Simon Keegan-Phipps, [email protected]) or, if your complaint relates to how your personal data has been handled, information about how to raise a complaint can be found in the University’s Privacy Notice: https://www.sheffield.ac.uk/govern/data-protection/privacy/general.

Thank you so much for your interest in this research!

Please tick each box to show that you understand

I confirm that I have read and understand the information letter explaining the above research project and have had the opportunity to ask questions about the project

I understand that all participation is voluntary and free to withdraw at any time up to the submission of the survey without giving a reason and without there being any negative consequences. In addition, I know that I am free to refuse to answer any question.

I understand and agree that my words may be quoted in publications, reports, web pages, and other research outputs. I understand that any reference made to my responses in any written report will be anonymous.

So that the information you provide can be used legally by the researchers: I agree to assign the copyright I hold in any materials generated as part of this project to The University of Sheffield.

I agree to take part in the above research project.

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