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.
In this paper, Chris Parsons discusses professional development, specifically the professional development of museum studies graduate students at J.F.K. University in Orinda, CA. Parsons also describes lessons he learned from students and from the experience of teaching a seminar in museum evaluation.
This paper is based on presentation given at a participatory session at the Visitor Studies Conference with the aim of creating a descriptive list of the qualities and conditions that lead to a positive museum experience (PME). This article sorts, names, and discusses the characteristics generated by the group.
This paper is based on presentation given at a session at the Visitor Studies Conference on the topic of front-end evaluation. This paper summarizes this presentation and ensuing audience discussion and comments. The session was organized into four parts of analysis: (1) a definition of the term itself ("front-end" studies); (2) its relationship to an exhibit development process; (3) quality of the research; and (4) impacts and applications.
This paper presents an overview of the Museum Impact and Evaluation Study and some of its key findings. The project that began in January 1990 and was completed in 1992 explored relationships between museums and their visitors and was intended to help staff members understand how they develop these relationships, what characterizes these relationships, and how these relationships are maintained.
In this paper, researchers from the University of Wisconsin-Milwaukee discuss methodology and findings from a study designed to research the benefits of interactive learning devices for informal settings and test the effectiveness of a flip card question-answer system in label design. Researchers conducted this analysis at the lion exhibit at the Milwaukee County Zoo.
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TEAM MEMBERS:
Michael A. ArndtChan ScrevenDawn BenusaTracie Bishop
This paper is a summary of a 40-page report prepared for the Denver Zoological Foundation. The report detailed findings from an evaluation of the zoo's educational graphic system that aimed to give its visitors the opportunity to enter a world they probably have little experience with, and to wonder at the complexity and ingenuity of natural processes. This study analyzed visitors' response to a select group of graphics in the "Northern Shores" exhibit to determine the kinds of graphics that the zoo might want to invest in for future exhibits, and whether improvements were needed for the
This paper examines the summative evaluations of two exhibits at the Please Touch Museum: "Foodtastic Journey" and "Gateway to China". By contrasting and comparing the most and least engaging components of these two exhibits, a theoretical framework is being built for assessing the effectiveness of exhibits for young children.
This paper presents the methodology and findings of an evaluation of the "Invisible Forces" exhibition at the California Museum of Science and Industry. The exhibit was designed to convey specific concepts related to electricity and magnetism, capture visitor interest for durations of 15 minutes or more of continuous use, be self-contained and comprehensible without reference to other exhibits or extensive text, and appeal to a broad range of ages and backgrounds.
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TEAM MEMBERS:
John H FalkKenneth PhillipsJennifer Johnson Boxer