Museum Research Methods MUSM7034 Semester 1 2009 Session 2.2 Discussion www.arts.usyd.edu.au/departs/museum http://musm703...
<ul><li>Harrison and Shaw </li></ul><ul><li>Consumer Satisfaction and Post-Purchase Intentions .  </li></ul><ul><li>The pa...
<ul><li>Please say how satisfied you were with the exhibition overall … </li></ul><ul><li>Please rate the exhibition overa...
<ul><li>Relationship between satisfaction and intention to return. </li></ul><ul><li>Relationship between satisfaction and...
<ul><li>Relationship between satisfaction and intention to return. </li></ul><ul><li>They found a weak inverse relationshi...
<ul><li>Relationship between satisfaction and intention to recommend. </li></ul><ul><li>Tendency towards internal consiste...
<ul><li>Relationship between satisfaction and elements of museum experience. </li></ul><ul><li>Tendency towards internal c...
<ul><li>Relationship between high satisfaction and intention to return or recommend. </li></ul><ul><li>Tendency towards in...
<ul><li>Demographics act as moderators in the relationship between satisfaction and intention to return or recommend. </li...
<ul><li>Are ‘satisfaction’, ‘intend to return’, and ‘intend to recommend’ measuring three different things?  </li></ul><ul...
3. Using the data <ul><li>May be expedient to merge the data (add 4+5) when reporting to Boards and Government, it may not...
Your experiences
<ul><li>Gillian Savage </li></ul><ul><li>Ph. 9954 0455 (business hours) </li></ul><ul><li>E.  [email_address] </li></ul><u...
Upcoming SlideShare
Loading in …5
×

2.2 Discussion

359 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
359
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 2.2 Discussion

    1. 1. Museum Research Methods MUSM7034 Semester 1 2009 Session 2.2 Discussion www.arts.usyd.edu.au/departs/museum http://musm7034.ning.com/
    2. 2. <ul><li>Harrison and Shaw </li></ul><ul><li>Consumer Satisfaction and Post-Purchase Intentions . </li></ul><ul><li>The paper examines the 5-point satisfaction scale and comments on how it can be interpreted. </li></ul><ul><li>They use data from a survey in small metropolitan museum in 2001. Paper published in 2004. </li></ul>1. Introduction
    3. 3. <ul><li>Please say how satisfied you were with the exhibition overall … </li></ul><ul><li>Please rate the exhibition overall … </li></ul><ul><li>… on a five-point scale where 1 is LOW and 5 is HIGH. </li></ul>Five-point scale
    4. 4. <ul><li>Relationship between satisfaction and intention to return. </li></ul><ul><li>Relationship between satisfaction and intention to recommend. </li></ul><ul><li>Relationship between satisfaction and elements of museum experience. </li></ul>2. Five hypotheses <ul><li>Relationship between high satisfaction and intention to return or recommend. </li></ul><ul><li>Demographics act as moderators in the relationship between satisfaction and intention to return or recommend. </li></ul>
    5. 5. <ul><li>Relationship between satisfaction and intention to return. </li></ul><ul><li>They found a weak inverse relationship (not what they expected). </li></ul><ul><li>Tendency towards internal consistency </li></ul><ul><li>The nature of the experience – it may not be a ‘repeat purchase’ item. </li></ul><ul><ul><li>Why do people visit museums? Why do they go back? </li></ul></ul><ul><ul><li>New experience. See more (didn’t finish). </li></ul></ul>2. Five hypotheses Implication Watch out for assumptions, e.g. people will return Enjoy the surprises!
    6. 6. <ul><li>Relationship between satisfaction and intention to recommend. </li></ul><ul><li>Tendency towards internal consistency </li></ul><ul><li>‘Would you recommend’ has been sold as a single measure that can measure loyalty. </li></ul><ul><ul><li>Called ‘Net Promoter Score’, it uses a 10-point scale. The score is worked out by subtracting the percentage of negative (0-6) scores from the percentage of positive (9-10) ones. 75+% is quite high. </li></ul></ul>2. Five hypotheses Implication Consider using Net Promoter Score
    7. 7. <ul><li>Relationship between satisfaction and elements of museum experience. </li></ul><ul><li>Tendency towards internal consistency </li></ul><ul><li>Exhibition experience | Staff services | Venue attributes </li></ul><ul><li>Exhibition experience was major contributing variable, with some from Staff services and virtually nil from Venue. </li></ul><ul><ul><li>This would vary with the venue. </li></ul></ul>2. Five hypotheses Implication Watch out for local situation effects Be careful how you generalise
    8. 8. <ul><li>Relationship between high satisfaction and intention to return or recommend. </li></ul><ul><li>Tendency towards internal consistency </li></ul><ul><li>Those who were highly satisfied (score=5) also reported higher mean intention to return and recommend. </li></ul><ul><li>The implication is that for program development, the 5 score is more meaningful than the 4+5 score. (Maybe; maybe not) </li></ul>2. Five hypotheses Implication Look at what happens on each point of the scale Be wary of averages
    9. 9. <ul><li>Demographics act as moderators in the relationship between satisfaction and intention to return or recommend. </li></ul><ul><li>We find this consistently </li></ul><ul><ul><li>Older people express higher satisfaction/etc </li></ul></ul><ul><ul><li>Lower educated express higher satisfaction/etc (probably because they are also older) </li></ul></ul><ul><ul><li>Museum audiences are ‘dumbing up’ over time. </li></ul></ul>2. Five hypotheses Implication Look at the differences between different audience sub-groups
    10. 10. <ul><li>Are ‘satisfaction’, ‘intend to return’, and ‘intend to recommend’ measuring three different things? </li></ul><ul><li>Or are the essentially the same thing – a tendency to feel good about an experience. </li></ul><ul><li>If they are essentially the same thing, the responses will correlate strongly, as they do in this study. </li></ul><ul><li>So what if they are the same thing? </li></ul><ul><li>Don’t bother measuring all three. Pick one as your KPI and track it. </li></ul><ul><li>Don’t believe that everyone who says they’ll return or recommend will do that. </li></ul>2. Three things, or the same thing? Implication Measures can’t be taken literally. Accept them as indications of underlying effect.
    11. 11. 3. Using the data <ul><li>May be expedient to merge the data (add 4+5) when reporting to Boards and Government, it may not be appropriate to merge when developing strategies. </li></ul>
    12. 12. Your experiences
    13. 13. <ul><li>Gillian Savage </li></ul><ul><li>Ph. 9954 0455 (business hours) </li></ul><ul><li>E. [email_address] </li></ul><ul><li>Ning. http://musm7034.ning.com/ </li></ul>Contact

    ×