This paper discusses the first exploratory study that assessed word-of-mouth accuracy and influence in a museum setting and the application of this subject to the practice of public relations. The study was conducted in 1988 and 1989 at Henry Ford Museum/Greenfield Village as the basis for a public relations graduate thesis, and was intended to be a starting point for developing methodologies to make qualitative assessments of museum word-of-mouth.
This paper discusses the influence of mutual communication on exhibit development and evaluation. It discusses how mutual communication techniques helped developers at the Impression 5 Science Museum see the production of "SPIN," a traveling hands-on exhibit about rotational motion, through the eyes of the visitor and imagine ways of generating visitor-object and visitor-developer dialogues in the exhibit.
This paper describes ways that computers currently are used (and misused) in museums as interpretive support devices and the potential role computers can play in museums to improve the quality of visitor attention, involvement, and learning. Where and when computers can productively serve interpretive functions are discussed. However, it is pointed out that computers are not always cost-effective. Printed text with imbedded questions, interactive labels, and other nonelectronic methods often serve these functions as well or better than computers. References for follow-up study are included.
This paper discusses exhibit labels and how to design them effectively. Author Stephen Bitgood organizes the literature on exhibit labeling into three general components: (a) know your audience; (b) capture their attention; and (c) hold their attention. Bitgood's "ABCs of label design" are guidelines to produce more effective labels.
This paper introduces a nonparametric statistical method for the analysis of time data in visitor research and evaluation studies. Measures of duration are often used to analyze visitor behavior and determine exhibit effectiveness in museum settings. Examples of duration measures include the length of a museum visit, the interval between a first visit and a repeat visit, or the period of time a visitor devotes to an activity, such as the span of attention to an exhibit, or the time spent reading a label.
This paper discusses a study aimed to answer some preliminary questions about the kinds of information remembered 20-30 years after a visit and the role that visitation frequency might play in influencing these recollections. In this study, twelve museum professionals were asked to recall their earliest, or a very early, museum experience and to relate it in as much detail as possible.
This paper discusses one research method used in front-end evaluation studies: focus groups. It provides an assessment of the fit of focus groups and front-end evaluation as well as suggests issues and considerations for maximizing the fit between focus groups and front-end evaluation
This paper discusses the history of museums as cultural institutions and presents the Model of the Dynamic Museum Environment as a useful method to help provide an understanding of what is happening in a given museum as well as a planning tool for designers. This model links the characteristics of the visitor, the museum environment, and the specific visitor-related goals of the institution.
This paper discusses how numerous methods and theories from sociological and anthropological research are applicable and useful in museum settings. These concepts can provide clues to new approaches to audience development and exhibit design. This paper relates to papers written by Dr. Adrian Aveni and Dr. Jeffrey Bonner featured earlier in this issue of "Visitor Studies."
This paper begins with a discussion of what is meant by the "anthropological perspective" and then demonstrates how the unique viewpoint of anthropology can cause evaluators to rethink what is interpreted in the museum context and on how it is interpreted. Secondly, this paper presents an example of how the subject matter of anthropology can inform museology. Finally, this paper briefly examines how anthropological research methods can expand the repertoire of msuuem researchers.
This paper is discusses the role of the evaluator during the exhibit planning process. Using an exhibit planned by the Memphis Museum System, "Mr. Crump's Memphis," this paper will elucidate the evaluator's role in exhibit planning, particularly in helping the planning team determine, articulate, and maintain clear exhibit goals, which translate into specific exhibit objectives.
This paper is a summary of presentation and panel discussion at the 1990 Visitor Studies Conference held in Washington, D.C. This discussion between evaluators and educators focused on their commitment to visitors and to understanding why visitors do or do not enjoy museum visits. Participants discussed different ways to define and quantify informal learning, as well as successes and failures in measuring informal learning at their institutions.