2.1 Quant Intro

Museum Research Methods MUSM7034 Semester 1 2009 Session 2.1 Quantitative methods www.arts.usyd.edu.au/departs/museum http://musm7034.ning.com/

When do you need quant data?
Methods and issues
Project outline
Questionnaire design
1. Introduction

Descriptive numbers and %
How many people do/think..
Audience profile
Audience segmentation
Trends
KPIs
Report to funding agency
Expenditure
2. You need quant data when…
Advanced analysis
Choice modeling
Contingent Valuation
Cluster analysis
Segmentation
Mapping
Economic value

3. Quant methods
Interview
Population survey
Telephone
Onsite
Exit
Other
Self-completion
Exit surveys
Other onsite surveys
Online surveys
Mail surveys

Decide what you want to find out
Decide what research method you will use
Design questionnaire (draft, pilot, revise)
Fieldwork
Data processing
Data tables
Report
Disseminate / apply / file
4. Project outline

5. Questionnaire design
Example questionnaire
A dialogue – personal respect
Easy to navigate
Easy for data entry
Don’t ask what people don’t know
Ref: Veal, p249
Standardisation
Use the same basic questions every time, so you build a databank that allows comparison.
Types of questions
Pre-coded / closed vs Open
Rating scales
Unprompted / prompted

6. Question wording
Order of questions
Start with easy and immediately relevant
Rating questions early
Put demographic questions last, and income last of all
Question wording S imple O ne topic U nambiguous N o jargon D on’t lead

7. The sample
Sample sizes
Balance between precision and cost
Sample selection
Random samples
Week day/weekend
Time of day
Systematic

8. Coffee Cart Exercise
Who uses the coffee cart?
How often do they use it?
When do they use it?
What do they buy?
How do they rate the quality of what they bought?
How much do they spend?
Likes and dislikes?
Other products they would like?
Design a questionnaire
Interview 2-3 people.

Your experiences

Survey design, due 5 June 2009
www.surveymonkey.com
name: museum_studies
password: research_methods
“ Create Survey”
Assignment 2

2.1 Quant Intro

by Gillian King on May 13, 2009

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