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Utilisation and effectiveness of audience research
for museums - an international comparative analysis
Background to the Research
This research is undertaken for my doctorate at the Freie Universität Berlin, Germany, in the area of Media and Communication Studies with a focus on Museum Communication, in conjunction with the Institute for Museum Studies of the State Museums of Berlin - Prussian Heritage. Supported by the German National Academic Foundation.
Aim of the Research
The aim of the research is to empirically identify best practices, i.e., factors crucial to an effective utilisation of audience research in museum contexts.
Scope of the Research
The research focuses on museums which are very active in audience research and represent best practice institutions. Different types of museums are looked into: art museums, history museums, science and technology museums, natural history museums, multidisciplinary institutions and museums with a special subject. To cover the range of issues relevant to the different museum contexts, this study has an international perspective, looking at museums in Europe, USA, Canada, Australia and New Zealand.
Research Approach
The aim of the research is to be achieved by way of in-depth case studies of 20 institutions representing best practice in audience research around the world. Data collection and analysis methods range from qualitative content analysis of depth interviews with museum staff and audience research experts as well as organisational documents towards more quantitative staff surveys.
Objectives of the Research
The study will:
- describe the kinds of audience research undertaken within institutions
- describe the integration of audience research in the work of institutions
- identify the impacts audience research has on the work of institutions
- identify factors contributing to best practice in audience research and
- make suggestions for improvements
Outcomes of the Research
The research is expected to:
- provide knowledge as to what factors contribute to best audience research practice
- further develop the body of knowledge in the fields of audience research and museum management
- enable practitioners in the field to provide a better service to institutions
- further develop the field of audience research in the museum sector
- support advocacy for audience research within the museums and other sectors
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last updated: 12/05/2006 | © Eva Reussner
