In this article, Rosalyn Rubenstein discusses how the focus group method can be used in museum visitor studies. Rubenstein provides a general description of the focus group method, describes the process by breaking it down into its component parts, uses case studies as examples of how focus groups have been used and the data they elicit, and draws conclusion about the projects to which focus groups are appropriate. This paper also makes reference to aspects of methodology in consumer market research and revisions, which Rubenstein uses to apply the technique to museum audience research.
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Rosalyn RubensteinVisitor Studies Association
In this article, G. Donald Adams of the Henry Ford Museum & Greenfield Village discusses the influence of positive word-of-mouth on motivating attendance at museums and other visitor attractions. Adams shares an example of a word-of-mouth situation and how assessments made at various stages in the process can help a museum plan public programs that create positive impressions.
The American Psychological Association, in cooperation with the Association of Science-Technology Centers (ASTC), will develop a series of exhibits on psychology using a discovery room/science laboratory approach. The exhibition will, for the first time, offer museum visitors a first hand opportunity to explore the tools, methods, and concepts of psychology in such areas as thinking and feeling, dreaming and sleeping, perceiving and communicating. The exhibition will travel to eight museums over 30 months through the ASTC traveling exhibition service and will reach over a million visitors. A wide selection of additional materials and resources such as films, seminars, lectures and workshops will be offered to the participating museums to extend the impact of the exhibition. Plans of the exhibits will be made available to other museums. NSF support represents less than 50% of the total cost of the project.