留学生英语论文开题报告Margaret Ainsley MA Arts and Heritage Management
RESEARCH METHODS
Dissertation Proposal
Audiences in bloom? Audience
research into first time visitors from
special interest groups at the Flower
Power exhibition at the Millennium
Galleries, Sheffield.
2
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
4
1 Introduction to exhibition and research aim
The Sainsbury’s sponsored Flower Power exhibition at Sheffield Millennium
Galleries (hereafter MG) essentially examines how flowers have been used in
painting, ceramics, embroidery and decorative furniture over the last five hundred
years. The marketing department is particularly interested in understanding more
about special interest groups who are first time visitors to the exhibition. This research
therefore aims to provide the department with information about this market for their
long-term audience development strategy, understanding how they can be retained for
future 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 an
interest in one or more of the following: gardening, flower arranging, floristry,
decorative arts, craft, embroidery, visual art and ceramics.
· First time visitors within this target market are defined as those who have not
previously visited the MG.
2 Objectives
· To build a demographic profile of first time visitors from special interest
groups at the Flower Power exhibition.
· To understand their perceptions and experience of the Flower Power
exhibition and to identify barriers which have previously prevented them
visiting the MG.
· To evaluate which were most effective communication channels attracting the
target group to Flower Power.
· To explore how the MG can enhance the visitor experience and enjoyment for
this target group as part of a general audience development strategy.
· To determine whether first time visitors from special interest groups can
change from being Flower Power visitors to permanent MG visitors.
5
· To make marketing recommendations for cultivating special interest groups
from Flower Power to future exhibitions in terms of product, price, place and
promotion.
3 Justification for research and chosen target market
3.1. Evaluation
The Flower Power marketing plan focuses on special interest groups as a target
market for this exhibition due to the product which may appeal to them. The
department therefore needs to evaluate whether they are successful in attracting this
market, the marketing channels which attract them, and to understand whether visitors
from this market segment are repeat visitors or first time visitors.
3.2 Audience research
The target group needs to be researched so their specific needs, perceptions and
motivations can be understood as part of the long term audience development
strategy. The exhibition is an opportunity to find out more about the segment and
therefore will ‘produce quality information for decision making’ (Hood, 1986) for
SGMT’s audience development strategies.
3.3 Market segmentation
To give an indication of the segment, there are over fifty flower arranging and
floristry groups in Sheffield and regional bases for both the National Embroiders
Guild and NADFAS (National Association for Decorative and Fine Art Societies) are
within a sixty minute drive time radius. The marketing department’s Flower Power
database also holds over 200 individual members from special interest groups
(researched from websites to find local gardening club secretaries for example). This
demonstrates that this audience segment is therefore a reachable one, and of adequate
size as per McDonald’s (1995) criteria for segmentation.
6
4 Information requirements
As Hood (1986) states, ‘audience research is not a casual fishing expedition’,
therefore the research requires an information focus so that ‘a cohesive whole’ can be
formed. The information needed to fulfil the objectives is highlighted in the below
chart (adapted from Veal, A; 1997):
Group Flower Power visitors Special interest first time
visitors
Information required
Demographics BASIC
(Quantitative)
INDEPTH
(Quantitative and
qualitative)
Perception of exhibition BASIC
(Quantitative)
INDEPTH
(Quantitative and
Qualitative)
Motivation and decision
making
BASIC
(Quantitative)
INDEPTH
(Quantitative and
qualitative)
Barriers to previously
attending
NO INDEPTH
(Quantitative and
qualitative)
How they heard about
the exhibition
BASIC
(Quantitative)
INDEPTH
(Quantitative and
qualitative
What would make them
return?
NO INDEPTH
(Quantitative and
qualitative)
In-depth and basic definitions indicate the level of detail required for each information
need, and highlights the methods which will provide the desired level of information
as outlined in the below strategy.
7
5 Research strategy
Quantitative
· Conduct a baseline survey of visitors (including those who are not from the
target market) to the Flower Power exhibition to obtain demographic
information such as age, gender; frequency of attendance to the MG; their
perceptions of the exhibition, motivations for visiting and how they heard
about the exhibition.
· Conduct a structured interview following this baseline sample with only first
time special interest group visitors to gain more insight into the target market,
particularly identifying the barriers to previously attending.
Qualitative
· Obtain volunteers from first time visitors from special interest groups through
the baseline survey to participate in focus groups.
· Visit flower organisations in Sheffield to conduct either focus groups or
individual interviews to provide information from both visitors and nonvisitors
from the target group.
6 Literature review (see appendix VIII for relevance tree).
6.1 Audience development
The reported ‘time squeeze’ (Schor 1993: 13) and lack of leisure time has seemingly
contributed to a growth in audience development strategies within museums and
galleries. In an increasingly competitive leisure market, innovative strategies in
audience development need to be implemented. This is particularly important for
museums and galleries who are aiming to broaden their range of visitors and those
under pressure to reach set visitor figures. (Moore, V 1997:1)
Attracting visitors through audience development can, according to Middleton (1990)
be achieved through:
· Gaining knowledge of the groups and other users which a museum or gallery
wishes to attract and serve, including their motivations to particular sites.
8
· Gaining knowledge of the product which satisfies the targeted groups, and
how to enhance the experience to draw in more visitors.
· Understanding how and when to promote to targeted groups and the most cost
effective ways to spend a promotional budget.
These areas will be studied in this research through the use of multi-methods as
outlined in 7.1.
Although emerging approaches are being used by organisations, Hayes and
Slater (2002) believe that a universal definition of audience development has yet to be
accepted by the sector. They argue that in reality audience development is about
acquiring new audiences and rather than the retention of existing audiences. -this is
not the view held by policy makers within these organisations. The most widely cited
definition of audience development according to Hayes and Slater (2002) comes from
Rogers (1998:7) stating that ‘…audience development involves quantitatively and
qualitatively targeting new sectors in innovative ways to broaden the arts audience
base, then nurturing new attenders, along with existing audiences to encourage them
to grow with the organization.’ This latter definition is one that SGMT adhere to,
believing equally in attracting new sectors whilst nurturing current visitors. This
process involves relationship building, mutual trust and commitment between the
parties and should be inherent in any audience development strategy.
6.2 Indication of current approaches and case studies.
Current audience development approaches and findings are summarised in the two
case studies described below.
6.2.1 Manchester Science and Industry museum (MSIM) Star Trek exhibition
1996 (Runyard and French 1999:142)
· MSIM used a summative approach wanting to use the information for future
exhibitions.
· The marketing department wanted to know whether new audiences were being
attracted to the Start Trek exhibition.
9
· In terms of retention, they wanted to know whether Star Trek visitors be
converted and become permanent MSIM visitors.
· MSIM conducted exit surveys completing 500 questionnaires.
· 50% of visitors were new to the museum, 15% were not aware ofMSIM
before the exhibition, and 72% said they would not have visited MSIM if the
exhibition had not been on.
· The visitor profile was different –visitors travelled further, and had made the
decision to visit earlier than indicated in any previous research.
· The marketing campaign was also evaluated testing awareness of print, radio
and TV publicity.
· Resulting information of visitor profile, trends and motivation has allowed
them to plan for future exhibitions.
· They believe ‘exhibitions which attract broadly different audiences from usual
are good at initiating a dialogue, but if the core product cannot sustain the
relationship there is little long-term benefit to the organisation.
6.2.2. Sheffield Time out development (SGMT 2003)
· SGMT used a formative and summative approach, to use the resulting
formative information to ‘shape’ the products offered, and to use the
summative information for evaluation.
· SGMT wanted to cultivate an audience aged 20-34 who were believed to be
‘time pressured’.
· Formative focus group research was conducted with current and non-attenders
to focus on product, price, place, promotion and perception of art galleries.
· Four local businesses helped as ‘communication channel centres’ to help reach
the target audience with print.
· A final project questionnaire was sent to all Time Out attenders.
· Analysis of research led to a ‘connection through lifestyle’ approach whereby
music was combined with art events, combined theatre and art events.
· Results showed that late night openings were effective as they provided more
access to people in full time work.
10
· The social time out events generated a welcome to the galleries and cultivated
a new audience within the target age range.
· The main motivation to visit was the relevance of the exhibition.
6.3 Barriers to visiting
Potential barrier to arts attendance according to Hill (1995) are class distinction,
inferiority, displacement, conformity, effort and risk. By identifying potential barriers
to arts attendance within this research, Hill’s criteria can be compared with the results
to indicate which ones are relevant to the MG. As described in 6.1, developing a
relationship with a target group can build trust and commitment and reduce these
potential barriers. Hill (1995:28) states,
‘The better arts organisations understand these (social, psychological,
personal) factors, the better placed they are to find ways of breaking down the
physical and mental barriers which restrict access to the arts and hinder the
development of wide-ranging audiences.’
It is these factors which the research aims to uncover through the multimethod
research. A further strategy for identifying and breaking barriers of visiting
according to MGC (1998:10) is that by ‘becoming involved with how the group
operates, attending their meetings and talking to individuals it will help you to see
things from their point of view.’ This is a strategy which will be undertaken in the
research described in 7.3.2.2.
Specific needs of target groups need to be fully understood before any strategy
can be developed to attract or retain that audience. ‘Audience development is about
breaking down the barriers which hinder access to museums and ‘building bridges
with different groups to ensure their specific needs are met.’ (MGC 1998) This will be
achieved through both qualitative and quantitative research methods explained in 7.1.
6.4 Visitor motivation
Linked to barriers of visiting is visitor motivation, which is important to understand in
order to retain audiences for the future.
11
Adapted from Cooper and Tower (1992) in Hill (1995).
Adapted from Abraham Maslow’s Hierarchy of needs, this diagram outlines the five
main motivations and instinctual needs visitors may have for visiting the MG. Visitor
motivation will be tested in the research and will compare results with those offered in
this paradigm. Hood (1983) believes that people choose to visit museums out of
interest, pleasure and because they can be visited with friends. These can also be
tested in this research.
6.5 Marketing strategies
6.5.1 Segmentation
According to Kotler et al (2002:339) segmenting markets is a research based exercise.
They recommend that qualitative research should be used to explore motivations,
behaviour and attitude of ‘customers’. They believe that focus groups are vital for
Self-actualisation
Psychological needs
Personal development
Social needs
Stimulation
Aesthetics/beauty
transformation/
heightened awareness
A ‘high transcendence’
Unwind/relax
Escape/fantasy
Catharsis/release
Education/expansion
Nourishment
New horizons
Interaction/sharing/contact
Rituals/social esteem
Entertainment ‘a good
night out’
New experience
Relief from routine
Boredom/TV
12
gathering this data, and should aim to raise views about competitor products and
usage. Quantitative research should also be used as it identifies ‘important
dimensions’ describing the market. Kotler et al (2002) recommend a minimum of 100
interviews per segment, with a structured questionnaire to measure:
1. attributes and their importance ratings
2. brand awareness and brand ratings
3. product-usage patterns
4. attitude towards the product category
and
5 demographics, psychology and media habits.
This research will certainly attempt to measure the last three of these categories in
order to build an understanding of this segment. Indeed, MacDonald (2002) states that
‘most promotional money is wasted because people haven’t made the effort to
understand their market.’
Market segments should also have the following characteristics (Kotler et al 2002):
· Measurability –size, buying power and profiles.
· Accessibility –can the segment be effectively reached and served?
· Substantiality –is the segment large and profitable enough to serve?
· Actionability -will there be effective programmes to attract and serve the
segment?
As shown in 3.3, the segment involved in this research is certainly measurable,
accessible and substantial. The types of programme which will attract the target group
to return to the MG will be assessed throughout the research, and so actionability
cannot be confirmed, although SGMT do have a wide variety of products on offer to
appeal to a wide range of visitors.
7 Methodology
7.1 Reasoning for using a multi-method approach
A multi-method approach has been chosen because
· Both quantitative and qualitative methods need to be used to obtain a thorough
and comparable level of understanding about the target market in order to
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meet the objectives. Using a multi-method approach in the research means that
‘by combining several lines of sight, researchers obtain a better, more
substantive picture of reality, a richer more complex array of...concepts, and a
means of verifying many of these elements.’ (Berg 2001:4)
· To enable triangulation of the data so that the research is reliable -if the
research was repeated it should yield similar results. (Saunders et al 2003)
Reliability is particularly important as the results may be used to make future
cost-implicated marketing decisions.
· To provide comparable approaches and results with those outlined in the
literature review, particularly in 6.1 and 6.2.
· To use recommended approaches to market segmentation, as suggested by
Kotler et al (2003) in 6.5.
7.2. Inductive, research-before theory approach
As the research objectives are to build an understanding of the audience and to
evaluate how successful Flower Power was in attracting first time visitors from the
target market, an inductive approach will be used. This research-before-theory
approach is suitable due to the exploratory nature of the research. The research will
therefore organically learn more about the target market and will ‘shape’ theory about
the audience as the fieldwork progresses.
7.3 Multi-method design and approach
7.3.1 Quantitative methods
Quantitative research is necessary to produce a concise visitor profile of their
perceptions, motivations and to evaluate the marketing channels that were successful
in attracting them. As Veal (1997:146) states, quantitative methods allows the
gathering of simple information on the incidence of attitudes, perceptions and
meanings among the population as a whole.
Questionnaires will be interview administered which will occur at the
exhibition exit. Once special interest group first time visitors are purposively sampled
14
through a filter question, a structured interview will take place. Although interviewer
completion does reduce anonymity it may allow a relationship to be forged with the
target group (as recommended in 6.1) and may also lead to more fully completed
answers. (Veal 1997:147)
This quantitative method also provides an opportunity to obtain volunteers for
the qualitative analysis as described below. The marketing department also rely on
quantified data from exhibition evaluation to report to the SGMT trustees and
quantifiable evidence is often required for future decision making (a view echoed by
Veal 1997:146).
7.3.1.1 Questionnaire design
Closed questions are used for the majority of the baseline questionnaire to ensure
quantification of complex information into succinct understandable forms (Veal
1997:146). The questions aim to address key themes from the literature review,
particularly those suggested by Middleton (1990) and Kotler et al (2002) and are
designed to produce data which will fulfil the research objectives. Demographics are
at the end of the baseline so that sensitive information is not requested at the start;
therefore a trusting relationship can be built with the respondent before personal
details are asked.
The structured interview uses both closed and open questions to obtain deeper
levels of information and to ask questions pertinent only to their segment. The
questionnaire and structured interview will be piloted with ten respondents to ensure
the questions are sequenced appropriately and that respondents understand the
questions fully (see schedule in 8).
7.3.1.2. Justification for baseline questions (see appendix II for questionnaire)
Question 1 is to quantify the main motivation for the visitor going to the MG, to
provide key requirements as shown in literature review, for example Middleton
(1990).
Question 2 is designed to establish whether they are first time visitors (the first part of
the target market filter) and if they are not, to obtain data on frequency of visits.
15
Question 3 aims to find out which special exhibitions were most popular to discover
the kind of product visited by frequent visitors.
Question 4 evaluates channels of communication which attracted the visitor to Flower
Power in order to quantify data for the marketing department evaluation.
Question 5 attempts to rate the level of perception of the product, promotional
material and price of the exhibition and uses a likert scale to quantify the data.
Question 6 required an open question to obtain feedback about the exhibition and
whether the visitor enjoyed their experience. The open question allows for no
prompting to take place in which to influence the answer.
Question 7 allows the visitor to expose any unsatisfactory feature of the exhibition
(and examines perception).
Question 8 is to obtain quantifiable information to make future decisions about having
exhibition programmes, which are a large expense for the marketing department and
one which may not be worth the spend, as demonstrated in the case studies in 6.2.
Question 9 begins the ‘About you’ section, to quantify basic visitor profile.
Question 11 asks whether they are a Sainsbury’s employee to give an indication of
how many of their employees are attending, and from which store (there has been
specific activity in the three Sheffield Sainsbury’s stores).
Question 12 is to understand what the profile of the visitor’s party is, and whether
they are visiting in a family.
Question 13 is the final purposive filter question for the target market, asking whether
they have a special interest.
16
Question 14 is to obtain volunteers for qualitative research and to give the visitor an
opportunity to join the marketing mailing list.
7.3.1.3 Justification for structured interview questions (see appendix III)
The below justifications demonstrate how the objectives will continue to be met
through the structured interview, and how the resulting data will be comparable with
the approaches outlined in the literature review.
Question 1 aims to understand barriers for visiting the MG previously, as
demonstrated in 6.3 these can then be compared with Hill’s (1995) suggestions.
Question 2 aims to give the respondent an opportunity to discuss other galleries or
museums that they regularly visit (to understand competitor product usage -as per
Kotler et al 2002) why they like them, (in order to build a profile of the places the
audience visit).This will also test actionability as discussed in 6.5.2.
Question 4 and 5 establishes whether they are visiting as part of a special interest
organisation, to understand which ones have been attracted to the MG, and to
understand their visiting patterns as a group over a year. This will help with
distribution information.
Question 6 is to find sources of distribution to reach this group, again necessary for
segmentation as discussed in 6.5.1.
Question 7 is to find out if the opening times of the MG are suitable for this group.
Question 8 is to reveal other marketing opportunities the MG could use as the
question asks for where the audience usually finds out about events in Sheffield.
A space is left for other comments if made spontaneously by the visitor.
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7.3.2 Qualitative methods
Qualitative methods will also be used to gain further insight into individual
attitudes, perceptions, motivations and will attempt to build a trusting relationship
with this target market. Using this method will allow the researcher to go into more
depth about barriers to previous attendance and will encourage individuals to provide
further information about their own experiences at Flower Power. The results from
the qualitative research can then be combined and compared with the results from the
quantified data to ensure similar theories are presented ensuring triangulation.
Comparisons can also be made with the theories in the literature review, in terms of
barriers to attendance and visitor motivation. A qualitative method is also suited to an
inductive approach (Patton 1987), described in 7.2.
7.3.2.1 Focus groups
The research tool will be two focus groups using volunteers from the
questionnaires and it is hoped that this will ‘illuminate the people behind the numbers,
put faces to the statistics.’ (Patton 2002:10) The focus groups will each have six to ten
respondents (suggested by Patton 2002 and Krueger 1994) and will take place at the
MG. It will be moderated by the researcher and Cafe Azure will provide refreshments.
The participants will be offered a free ticket to a future exhibition and the
participant’s responses will be recorded. The focus group topics (see appendix IV)
will be designed with topic areas in place, product, price, promotion and perception.
This will enable the results to be comparable with the Time out research outlined in
the literature review.
If there are no volunteers from the baseline questionnaire for the qualitative
research, the marketing database will be used to randomly sample individuals from
the special interest group mailing list, who will then be sent a letter requesting their
participation.
7.3.2.2 Organisation visits
Visits to special interest organisations will provide the opportunity to understand
reasons for both visiting and non-visiting and will take the form of either focus groups
18
or individual structured interviews depending on the number of volunteers. As stated
in the literature review, this method can help to build trust and commitment with the
target group, and to identify barriers to previous visits. It will allow the researcher to
get closer to the audience within their actual organised special interest groups. These
will take place as per the timetable in section 8 and will use three volunteering groups
from the SGMT marketing Flower Power database (a selection of clubs is shown in
Appendix VII). The organisations have yet to be contacted formally.
The topics will be designed depending on whether the organic research process allows
for focus groups or individual interviews, however topics are offered in appendix VI
7.4 Sampling
As Denscombe (1998:11) recommends, the sample needs to be carefully selected so
that the findings will be reliable and similar to views in the rest of the population.
This is to ensure there is confidence in the results and that the end analysis is valid.
7.4.1 Sampling method and size
For the baseline questionnaire -where possible- a probability sample will be used
whereby every 3rd person will be chosen from the population exiting the exhibition.
However, as Veal states ‘since users will exit at varying rates and interviews vary in
length this (systematic sampling) is rarely possible.’ (1997:207) He warns that
stationary interviewers conducting visitor surveys are best to complete and check the
last questionnaire completed, then to select the next person to walk out of the door.
Both of these methods will be used during the pilot phase before a final decision is
made on sample selection.
Purposive sampling will occur during the filter question (see appendix II) to
sample ‘information-rich’ cases from the target market (Patton 2002).
The baseline probability sample size will be 300 and as the research develops through
purposive sampling the sample size of the target market will emerge. This sample size
should be both practical and realistic to achieve in the time scale, and the sample will
be taken at a selection of times (see section 8) so that it aims to be representative of
the population (Saunders et al 2003).
19
If 50% of the baseline are found to be from the target market a sample size of
300 produces findings with a confidence interval of 5.7% (Veal 1997:12). This
suggests that the population value lies in the range of 44.3% and 55.7%. It is vital that
the sample is as accurate as possible as the information from the research may be used
to make future decisions within SGMT.
The qualitative research sample depends on the amount of volunteers who
agree to participate in a focus group. If more than 12 respondent’s volunteer, random
sampling will be used to select an appropriate number of participants for the focus
groups, as discussed above.
7.5 Indication of methods for data analysis
SPSS will be used to analyse the quantitative data. As the research is essentially
explanatory associations between variables will be examined, for example, which age
groups found out about the exhibition from which marketing source, and which
motivations are linked with which age group. Analysing the data in SPSS also means
descriptions can be made of the audience through the resulting frequencies which are
given in a clear and concise way.
Qualitative data will be analysed using an inductive approach through
template analysis to reflect the organic process of the qualitative research. Data will
be coded to analyse and identify key themes, patterns and relationships (Saunders et al
2003) but will be revised and updated as the research progresses. Unlike a deductive
analysis approach, this approach will allow themes to be explored which may not
have been intended as a primary focus (King 1998).
7.6 Potential limitations
· Interviewer bias particularly with the focus groups.
· Summer holidays/weighting.
· Lack of participants for qualitative research.
· Lack of target market visitors to study.
· Difficulty in attracting visitors to complete 5-8 minute survey.
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8 Research Schedule
The following schedule of research has been agreed with the broker.
When What
w/c 26th May Piloting phase 10 questionnaires to be
piloted.
1st-15th June (working dates
currently Friday 30th May, 1st June,
3rd June, 6th June, 8th June and 9th
June)-Deadline 16th June
Baseline and structured interview
quantitative research conducted.
Contact and arrange qualitative
volunteers.
16th-27th June Write up of literature review, adding new
areas as research develops. SPSS analysis
to be completed. Contact and arrange
qualitative volunteers.
27th June. Initial Findings from baseline
questionnaire to be reported to SGMT on
their request.
July 1-July 15th (pending volunteer’s
agreement).
Qualitative Research (focus groups
and organisation visits) to be carried
out. Deadline July 15th.
August 15th Deadline for completion of results
analysis and write up.
August 15th-25th Proof reading.
August 25th Submit for binding.
September 8th. Research report presented to SGMT
and submit dissertation for marking.
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Appendix I Meeting Log
Who When
Initial meeting with Margot Williams
discussing ideas.
27th January
Second meeting withMargot Williams
presented my brief back to her.
20th February
Meeting with Sze-Wai Salford University
MA Heritage Studies student also doing
research at Flower Power –to discuss
avoidance of overlap.
3rd March
Visit to Norwich Flower Power exhibition 8th March
Meeting with Kirsten Holmes April
Meeting with Margot Williams 23rd April
Meeting with Kirsten Holmes 22nd May
22
Appendix II Baseline Questionnaire
(See overleaf)
23
24
Appendix III Structured questionnaire filter
(see overleaf)
25
26
Appendix IV Focus group topics
Price
Example
· Opinions about price for special exhibition, price range willing to pay, what
they pay for other leisure activities.
Promotion
Examples
· Awareness of print e.g. flyer/poster for Flower Power, and their opinions
about the design.
· Where they heard about the exhibition, which channels would be best to tell
them about future exhibitions.
· Suggestions for distribution that meets their needs, e-marketing, and opinions
of how the print needs to be designed to be attractive to them.
· What kinds of promotional offers would attract them to future exhibitions, e.g.
ticket and Café Azure meal combination.
Place
Example
· Opinions about the MG and its facilities, what would enhance their visit.
· Accessibility and location ofMG.
· Awareness of MG before their visit.
· Awareness of other SGMT sites.
· Barriers to visiting the MG previously.
· Was the environment welcoming, how could it be improved?
· Who made the decision to visit? When did they decide?Why did they
visit/what attracted them?
Product
Example
· What was their favourite themed area of the exhibition, did they use the
interactives and information area?
27
· What types of exhibition would attract them back to the galleries, and what
would improve the exhibition space for them.
· Opinions on the fresh flower element.
28
Appendix V Organisation focus group/interview topics
The above will be used but will include the following extra topics:
Group bookers
Example
Opinions on the process for group bookers, views on the booking discount for groups.
Whether they would be likely to return as a group booking to the MG.
Accessibility of group to get to the MG.
Organisation channels of distribution
Example
Whether the organisation would be able to distribute information/display posters for
future exhibitions.
How can the relationship with the organisations connected to Flower Power be built
on?
29
Appendix VI Literature review relevance tree (adapted from Saunders et al
2003:58)
Audience Development Evaluation Art Marketing
distribution strategy 4 P’s
practice theory
visitor studies communication
channels
case studies first time visitors
case studies
motivation theories
techniques
frameworks retaining audiences
evaluative methods
used
quantitative qualitative justifications
30
Appendix VII Organisation selection
Sheffield Floral Club
Embroiders Guild (Yorkshire and Humber branch)
Botanical Gardens
Sheffield Flower Club
NAFAS regional meeting (Sheffield)
NADFAS regional meeting (Sheffield)
Sheffield Gardening Club
The Tulip Society (Yorkshire branch)
The Daffodil Society (Yorkshire branch)
31
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