What museum does not want insight into what its visitors and potential visitors are looking for? Nearly every function within the museum benefits from a deeper understanding of visitors: curators, educators, fundraisers, marketers, store and cafe managers, guards, and volunteers. This book creatively instructs museums on how to study visitors to make their exhibits, programs, and shops more appealing for all segments of the public. Each chapter identifies an observed visitor behavior or attitude and details how it can significantly affect attendance, satisfaction, and loyalty. The author's approach explains how all museum personnel can participate in valuable observational research without breaking the bank on expensive studies.
Rezensionen / Stimmen
Margot Wallace correctly argues that there is no substitute for immersing yourself in your institution's visitor experience. She offers a range of ways to do that, all of which involve 'walking around' your museum in your own shoes and a few other people's shoes. You will, no doubt, be surprised by what you find-a lot more information than surveys, touch-screen polls, and interviews provide. This melding of observational research with more traditional quantitative and qualitative methods is already a major trend in retail research. Museum professionals cannot afford to fall behind this curve. The good news is you can put many of Wallace's ideas to work for you without hiring an expensive consultant or doubling the size of your research budget. -- John G. Rodman, Preservation Society of Newport County
Sprache
Verlagsort
Zielgruppe
Maße
Höhe: 240 mm
Breite: 161 mm
Dicke: 15 mm
Gewicht
ISBN-13
978-0-7591-1808-9 (9780759118089)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Margot A. Wallace is associate professor of marketing communication at Columbia College Chicago. She is the author of Museum Branding: How to Create and Maintain Image, Loyalty, and Support.
Chapter 1 Introduction: Observational Research Vs. The Other Researches Chapter 2 Chapter 1. Methodology Chapter 3 Chapter 2. The Hand-Holders: Connecting To Your Museum Chapter 4 Chapter 3. Twitching On The Tour Chapter 5 Chapter 4. Sitting Down Chapter 6 Chapter 5. Turning Right Chapter 7 Chapter 6. Dress Code Chapter 8 Chapter 7. Museum Goers Don't Get Fat: Tribal Marketing Chapter 9 Chapter 8. Men: Another New Market Segment Chapter 10 Chapter 9. Lunchtime Stories Chapter 11 Chapter 10. Taking Photos Chapter 12 Chapter 11. Early Birds Chapter 13 Chapter 12. Shopping For Memories Chapter 14 Chapter 13. Hand-Held Children, The New Demographic Chapter 15 Chapter 14. Long Lines And Smiles Chapter 16 Chapter 15. Queue-Less In The Lobby Chapter 17 Chapter 16. Frail And Hardy Chapter 18 Chapter 17. What The Guards See Chapter 19 Chapter 18. The Folks From Kazakhstan And Other Global Changes Chapter 20 Chapter 19. Shout Out For The Library Chapter 21 Chapter 20. Insights And The Performing Arts Chapter 22 Chapter 21. Velcroed At The Ticket Window Chapter 23 Chapter 22. The Upside Of Intermission Chapter 24 Epilogue Chapter 25 Bibliography Chapter 26 Index
