In the second phase online closed ended

In the second phase, online closed-ended questionnaires were distributed among 192 users
of MSA, aimed at exploring PMM issues and privacy-related issues that emerge while using
these applications (e.g. privacy concerns).
Sample population
The first phase consisted of three MSA users. This phase was used as a pilot, aimed to learn
about the subject and construct the quantitative tool that was used in the second phase.
Table 1 presents the demographic characteristics of the pilot.
The second phase was conducted among 192 MSA users. The diversity of the sample
population was high, as the questionnaire was distributed online in various MSA Facebook
groups and in student groups of Bar-Ilan University and The Jerusalem College of
Technology. Table 2 presents the demographic characteristics of the sample.
The study was conducted in accordance with the American Psychology Association
(APA) ethical requirements. The participants were informed that the questionnaire is
anonymous and the gathered information will be used for research purposes only.
Research variables and validation method
The interviews questionnaire consisted of 12 items focusing on the possible change in PMM,
following the emergence of MSA.
The quantitative questionnaire consisted of 33 items (see Appendix 2 ). The items
comprised four groups of questions. The first group includes the participants ’ demographic
variables, for example, gender, age, birthplace, education and musical preference
A.M H.G H.R
Gender Male Female Male
Age 28 31 25
Birthplace Israel Israel Israel
Degree B.A M.A B.A
Occupation Computer department in a
marketing company
Content
Management
Productions and financial supervisor
at a music center
Table 1.
Demographic
characteristics of the
pilot ( N 5 3)
OIR
45,1
124

(Part A, items 1 – 17); the second group includes items dealing with PMM within MSA and
listening habits (Part B, items 18 – 24); the third group includes other issues involving the use
of MSA, for example, sense of ownership, social activity and privacy concern (Part C, items
25 – 28); the fourth part includes items focusing on the willingness to pay for various upgrades
and premium services within MSA to fulfill the users ’ different desires, for example, social
services and privacy (Part D, items 29 – 33).
Based on the earlier described questionnaire, the following independent research
variables were defined:
(1) Gender – Male/Female (Part A, item 1)
(2) Age – as the age distribution was high, three age groups were set: 18 – 23; 23 – 29; 30
and above (Part A, item 2).
(3) Birthplace – Israel/Other (Part A, item 3).
(4) Education – High School/Academic (Part A, item 4).
(5) Musical preference – the participants were able to choose their favorite music genres
among 13 common genres (Part A, items 5 – 17).
To identify the participants ’ musical preference, the paper makes use of Rentfrow et al. ’ s
(2011) music preference dimensions: mellow; unpretentious; sophisticated; intense; and
contemporary.