This paper describes a complex process being undertaken by a major Canadian institution, the Manitoba Museum of Man and Nature. The evaluation process is systematic, multi-faceted and demonstrates the fruitful interaction between evaluation and gallery development. The front-end phase is the focus of the paper. Discussion concentrates on the elements of the process which are unique to the Canadian experience, specifically the whole community aspect of this process (wherein input was from sources distant from the physical setting of the institution), and the mix of novel and "traditional"
This paper outlines theoretical foundations, methodology, and key findings from a membership survey conducted by the San Antonio Museum Association in 1987. The study was designed to provide insights to a variety of assumptions upon which the Association's membership management and marketing strategies were based. Central among the questions to be answered were the determination of the motivations expressed by members for joining the Association and forecasting potential changes in member program preference and member attendance patterns.
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TEAM MEMBERS:
James D. BigleyDaniel R. FesenmaierMark LaneWesley S. Roehl
In this paper, Peggy Hewson of the Canadian Parks Service, Environment Canada, discusses market and client satisfaction research and management applications. Hewson explores this topic by citing findings from Canada's Public Service 2000 project, which evaluated client satisfaction as it pertains to the federal public service.
This paper describes the rationale, objectives, methodology, and key findings of a marketing research project on the motor coach business at the Ships of the Sea Museum. The study was designed to better understand how to use promotional materials to best attract tour operators to come to Savannah and the museum as well as attract tour operators already coming to Savannah to the museum.
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TEAM MEMBERS:
David T. Guernsey, Jr.Douglas Robideaux
This paper deals with two major audience research projects. One is a community perceptions study conducted by telephone with citizens of St. Louis city and county in 1990 by the Missouri Botanical Garden. The second is a year-long on-site visitor study at the Henry Ford Museum and Greenfield Village in Dearborn, Michigan. Both studies were designed, analyzed, and interpreted by Marilyn G. Hood of Hood Associates. Dr. Hood will present the settings in which these two projects were accomplished and describe how they were carried out; Ernestina Short, Community Liaison for the Missouri Botanical
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TEAM MEMBERS:
Marilyn G. HoodErnestina ShortG. Donald Adams
In this paper, Terry Cheney of T.J. Cheney Research, Inc. defines the spectrum of visitors known as a "visitor rainbow," ranging from visitors who never attend museums to visitors who visit almost daily (volunteers, patrons). Cheney explains why it is important for visitor studies researchers to acknowledge these differences amongst visitors as these groups in the spectrum are clearly different and should be studied and addressed differently. Cheney argues that any study that reports on visitors in a generalized or average form is limited and will likely be misleading.
In this paper, Robert F. Kelly of the University of British Columbia presents a set of generalizations on visitor satisfaction based participation in two dozen empirical studies of museum visitors and non-visitors. Kelly analyzes visitors' motives for going or not going to museums and cites specific evidence from the Canadian Museum of Civilization.
This article discusses a 1988-1990 study that analyzed the effectiveness of a collaborative effort between a museum and a school system to build an integrated curriculum package. The partners included the York County School System (VA) and the Yorktown Victory Center (operated by the Jamestown-Yorktown Foundation). The theme of the curriculum was 18th Century Medicine and the unit was designed to enhance the science, math, and social studies instruction of fourth graders.
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TEAM MEMBERS:
Ronald GieseJudy Davis-DorseyJoseph Gutierrez
In this article, researchers from Jacksonville State University and the Center for Social Design discuss a study that attempted to use questions as label-reading prompts in a new way. Questions were written on a sheet of paper and made available as a handout to visitors at the Birmingham Zoo and Anniston Museum of Natural History. The answers to the questions could be found in the exhibit labels.
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TEAM MEMBERS:
Stephen BitgoodDonald PattersonArlene Benefield
In this article, University of Wisconsin-Milwaukee's Don Thompson summarizes a portion of a dissertation research project that focuses on the relationship between people's educational background and their perceptions of exhibits. In particular, visitors were asked to rate photographs, under varying conditions, of exhibit objects (mounted animals) from the Anniston Museum of Natural History.
In this article, Jacksonville State University's Valerie Cox summarizes a 1991 paper in "Visitor Studies: Theory, Research & Practice," written by C. Vance and D. Schroeder. Cox summates findings from the researchers' investigation of linking visitor learning styles (based on the Myers-Briggs Type Indicator) with exhibit types. The subjects of this study were visitors to the "Rain Forest: Exploring Life on Earth" exhibit at the Milwaukee Public Museum.
In this article, Jacksonville State University's Stephen Bitgood discusses visitor variables --how these variables influence other visitors and the visitation experience. This report focuses on findings from a study of attitudes toward animals conducted at the Birmingham Zoo. This study focused on the impact of particular variables, including education, gender, leisure reading and knowledge about the subject matter.