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, 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 paper presents the methodology and findings of the formative and summative evaluation of the "Kongo Ranger Station" interactive interpretive displayed located in the new "Africa Rain Forest" exhibit at the Metro Washington Park Zoo. This display focuses on conservation, natural history and cultural issues in West and Central Africa.
In this paper, Margaret Marino of the New Mexico Museum of Natural History discusses methodology and findings of an extensive summative evaluation of the "Horse Tales--An Evolutionary Odyssey" exhibit. This permanent exhibition on the history, biomechanics and importance of the horse in the southwest premiered at the New Mexico Museum of Natural History before it was moved to the new Anne C. Stradling Museum of the Horse in Ruidoso, New Mexico. The appendix of this paper includes the observation forms and visitor survey used in the study.
This paper discusses how audience research can help staff at historic houses monitor the quality of their offerings and attract visitors. It provides a review of evaluation efforts at one historic house, the Moody Mansion and Museum, from the perspective of the museum director, Patrick H. Butler III, as well as an evaluator, Ross J. Loomis of Colorado State University, who worked with Butler and other museum staff. This paper includes questions from a short visitor survey used in the research.
This paper presents strategies for audience development, using a research project of the Toronto Historical Board as an illustration. The project was comprehensive, and this paper focuses on some of the strategies used for development of the research design, the methodology and applications of the results. These strategies can be used by others facing the challenges of audience development. The paper is organized into four parts: 1. Definition of the audience development problem; 2. Strategic decisions for developing the research design for audience development; 3. Outcomes and impacts of
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TEAM MEMBERS:
Rosalyn RubensteinLeslie MunroKaren Black
This paper discusses a recent effort by staff at the Henry Ford Museum and Greenfield Village to systematically re-research and reassess every key structure in the Village. During this project, staff discovered that the current interpretation of the Mattox House was seriously incorrect. It was decided that a new exhibit would be developed to replace this inaccurate representation. This paper briefly outlines the seven different types of research that were conducted during this redevelopment process, describing for each the purpose, and the ways in which each influenced the development of the
In this paper, Florence Bramley of The Graphic Group explains and explores the role of humor in education. Bramley discusses the value of weaving laughter into graphics and presentations to reach audiences in unexpected ways.
This paper presents an overview of evaluation efforts at the Canadian Museum of Civilization Corporation, which consists of two major national museums--the Canadian Museum of Civilization and the Canadian War Museum. The authors explain how their "do-it-yourself" evaluation approach as a model for other museums with very limited resources.
In this paper, researchers from Colorado State University (CSU) discuss rising concern of public land managers, ranchers, and the general public about public lands grazing and the conflicts that arise between industry and recreation-seeking citizens. The authors present findings from a research project conducted under a cooperative agreement between the College of Natural Resources at CSU, the Grand Mesa/Uncompaghre National Forest, and the Rocky Mountain Forest Experiment Station. The first phase of this research was a visitor perception study conducted on the Big Cimarron Allotment in
This paper analyzes the effectiveness of real people (actors) as communicators of messages in museums. It includes findings from an evaluation of professional actors, who assume the roles of fictitious and real characters from the history of science, technology, and medicine at the Science Museum in London. The study attempted to understand more fully how visitors react to such live interpretations.
In this paper, the Museum of New Mexico's Thomas J. Caperton discusses how public programs often threaten preservation efforts at historic sties. Caperton suggests that alternative methods of interpretation can be accomplished in a museum setting through experimental archaeology and other programming.