American Evolution audience research…

After narrowing down our initial list of possible questions that could relate to the Corcoran and the American Evolution show, Katherine, Farolyn, and I each have specific interests that we will attempt to bring together.

Katherine has already given a summary of what we are interested in.  I think the point we are at is really deciding how we can blend the three interests and what questions specifically we will ask and how.  The demographic information and info about why they decided to visit the Corcoran could probably be collected best with a questionnaire handed out as people enter the show.  The information relating to visitor expectations (that Katherine is interested in) could be collected through an exit questionnaire.  The tricky part is, are people who are handed a form when they enter the show likely to A.)fill out that form B.) fill out that form and welcome another form as they leave the show?  Maybe it would be best to target the two different sets of info with different groups of visitors so they are not being bombarded with questionnaires that they are then unlikely to fill out.  Does this dividing of the audience pose a problem to our research validity?  I’m not sure about that.

In terms of what questions we should consider around our research, I think we would have to try and dig up any past similar studies the Corcoran may have.  Also, we would want to do a survey of other current DC museum offerings, specifically museums that we might expect to have a similar demographic as the Corcoran, such as the Phillips.  In laying out everything else that is available to visitors, we are creating a knowledge base about possible reasons that might either keep visitors away from the Corcoran show or gaps that might drive them to us.  In addition, I would want to find out all the methods the Corcoran used to promote the Amer. Evolution show.  Where did they buy ads?  What programs did they promote in relation to the show?

I am still undecided as to whether it would be better to provide a list of possible answers on our questionnaires or to leave the answers open.  I think choices might encourage slightly more responses, but I don’t want it to infringe on the data either.  Demographic info should be fairly straightforward for visitors to answer on their own, but what about how they heard of the Corcoran or why they chose to visit?  How do you think people would respond to answering such a question on their own?  The same is true for asking visitors if the show met their expectations.  Would it be most practical to offer a set of answers to choose from, such as: yes, met expectations; no, did not meet expectations; exceeded expectations.  I think this would be taking away from the meat of what we are trying to get at.  Any suggestions?