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Margaret Ainsley
MA Arts and Heritage Management
RESEARCH METHODS
Dissertation ProposalAudiences in bloom? Audience
research into first time visitors from
special interest groups at the Flower
Power exhibition at the Millennium
Galleries, Sheffield.
Contents Page
1 Introduction to exhibition and research aim 4
1.1 Definition of first time special interest group visitors
2 Objectives 4
3 Justification for research and chosen target market 5
3.1 Evaluation
3.2 Audience research
3.3 Market segmentation
4 Information requirements 6
5 Research strategy 7
6 Literature review 7
6.1 Audience development
6.2 Indication of current approaches and case studies
6.2.1 Manchester Science and IndustryMuseum (MSIM)
6.2.2 Sheffield galleries and museums trust Time out project
6.3 Barriers to visiting
6.4 Visitor motivation
6.5 Marketing strategies
6.5.1 Segmentation
7 Methodology 12
7.1 Reasoning for using a multi-method approach
7.2 Inductive, research-before theory approach
7.3 Multi-method design and approach
7.3.1 Quantitative methods
7.3.1.1 Questionnaire design
7.3.1.2 Justification for baseline questions
7.3.1.3 Justification for structured interview questions
7.3.2 Qualitative methods
7.3.2.1 Focus groups
7.3.2.2 Organisation visits
3
7.4 Sampling
7.4.1 Sampling method and size
7.5 Indication of methods for data analysis
7.6 Potential limitations
8 Research schedule 20
Appendices 21
Appendix I Meeting log
Appendix II Baseline questionnaire
Appendix III Structured questionnaire
Appendix IV Focus group topics
Appendix V Organisation focus group/interview topics
Appendix VI Literature review relevance tree
Appendix VII Organisation selection
Bibliography 31
Current reading
1 Introduction to exhibition and research aim
The Sainsbury’s sponsored Flower Power exhibition at Sheffield MillenniumGalleries (hereafter MG) essentially examines how flowers have been used inpainting, ceramics, embroidery and decorative furniture over the last five hundredyears. The marketing department is particularly interested in understanding moreabout special interest groups who are first time visitors to the exhibition. This researchtherefore aims to provide the department with information about this market for theirlong-term audience development strategy, understanding how they can be retained forfuture exhibitions, and to evaluate the marketing channels that attracted them.
1.1 Definition of first time special interest group visitors
· Special interest groups are defined in this research as audiences who have aninterest in one or more of the following: gardening, flowerarranging, floristry,decorative arts, craft, embroidery, visual art and ceramics.· First time visitors within this target market are defined as those who have notpreviously visited the MG.
2 Objectives
· To build a demographic profile of first time visitors from special interestgroups at the Flower Power exhibition.
· To understand their perceptions and experience of the Flower Power
exhibition and to identify barriers which have previously prevented themvisiting the MG.
· To evaluate which were most effective communication channels attracting thetarget group to Flower Power.
· To explore how the MG can enhance the visitor experience and enjoyment forthis target group as part of a general audience development strategy.
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