Introduction to Audience Research MUS 588 • Winter 2009courses.washington.edu/mus588/Winter...
9
Morrissey & Owen 2009 • 1 • Introduction to Audience Research MUS 588 • Winter 2009 Kris Morrissey, PhD Director, Museology Program 685.8207/ [email protected] Office Hours: Tues. 10‐11:30 & Fri 1‐2 Schedule through Lisa Kathryn Owen Education Research Supervisor Woodland Park Zoo Office Hours: Weds 10‐12, Fri 9‐11 Class Time and Location Mondays & Wednesdays 3:30‐5:00, Johnson Hall 022 Readings Practical Evaluation Guide , Judy Diamond Visitor Surveys: A User’s Manual Research Design (3 rd edition), John Creswell Selected Articles Web Resources www.informalscience.org (archives and resources) Visitor Studies Association archives www2.informalscience.org/vsa Shaping Outcomes Online Workshop http://www.shapingoutcomes.org/course/ http://www.astc.org/resource/visitors/index. htm ) Course Goals • Understand the role evaluation plays in planning, facilitating, and assessing visitor experiences in museums. • Describe and discuss the role of the most common types of evaluation used by museums. • Design an audience research study. • Understand and be able to use the literature available about visitors.
Transcript of Introduction to Audience Research MUS 588 • Winter 2009courses.washington.edu/mus588/Winter...
Morrissey & Owen 2009 • 1 •
IntroductiontoAudienceResearchMUS588•Winter2009 KrisMorrissey,PhDDirector,MuseologyProgram685.8207/[email protected]:Tues.10‐11:30&Fri1‐2SchedulethroughLisa
KathrynOwenEducationResearchSupervisorWoodlandParkZooOfficeHours:Weds10‐12,Fri9‐11
ClassTimeandLocation Mondays&Wednesdays 3:30‐5:00,JohnsonHall022ReadingsPracticalEvaluationGuide,JudyDiamondVisitorSurveys:AUser’sManualResearchDesign(3rdedition),JohnCreswellSelectedArticles
WebResourceswww.informalscience.org(archivesandresources)
VisitorStudiesAssociationarchiveswww2.informalscience.org/vsaShapingOutcomesOnlineWorkshophttp://www.shapingoutcomes.org/course/http://www.astc.org/resource/visitors/index.htm)
CourseGoals• Understandtheroleevaluationplaysin
planning,facilitating,andassessingvisitorexperiencesinmuseums.
• Describeanddiscusstheroleofthemost
commontypesofevaluationusedbymuseums.
• Designanaudienceresearchstudy.• Understandandbeabletousethe
literatureavailableaboutvisitors.
Morrissey & Owen 2009 • 2 •
Overviewofcourse Thiscourseisanoverviewofthefieldofaudienceresearchandintroducesthebasicfunctions,practices,ethicsandliterature.AudienceResearchenhancestheexperienceofthevisitorandadvancethemissionofamuseumbyprovidingdatathatsupportsknowledgeabledecisionsaboutprograms,exhibitsandotherinteractionswithvisitors. Thecourseisnotdesignedtofullypreparestudentstodesignandconductvisitorstudies,butrathertoacquaintthemwithbasicconceptsandprinciplesandarangeofwaystoassessexperiences.Thecoursewillnotcoverstatisticsordataanalysis.Thefieldofaudienceresearch(orvisitorstudies)isagrowingandimportantfield.Studentsinterestedinbecomingevaluatorsareencouragedtopursueadditionaltraining.
TopicsandThemes
Purposeofvisitorresearch
Typesofevaluationincludingfront‐end,formative,summativeandremedial
Developmentofinstruments
Qualitative,quantitativeandmixedmethods
Validityandreliability
Relationshipsanddistinctionsbetweenresearchandevaluation
Ethicsandresponsibilities
Morrissey & Owen 2009 • 3 •
Assignments•2009•Draft
Allassignmentsaredueindropboxunlessotherwisestated.HumanSubjectsResearch 5points CompletetheonlinestudentcourseforHumanSubjectsresearchofferedthroughUniversityofWashington(CITI).YouwillhavetofirstregisterandlogininandthentaketheStudentCourse,estimatedtotake30minutes.PrintandsubmitaPDFintheDropBox.DueJan.12.www.citiprogram.org/EvaluationReports 15pointsReadoneevaluationreportandsubmitaonepagebriefandgiveafive‐minutesynopsistotherestoftheclassincludingtheprimaryresearch/evaluationquestionorgoal,researchsite,methods,andresults.Discusswhetheryouthinktheinterpretationoftheresultsisconsistentwiththefindingsandmethodology(i.e.aretheconclusionsvalid).Wewillheartwo‐threereportseachclasswithyourdateassigned.Youwillbestoppedattheendof5minutessodonotdwellondetails.Onesourceforevaluationreportsisinformalscience.org.SeeScheduleforyourdatetopresent. ObservingVisitorBehavior(WoodlandParkZoo) 30pointsCompleteatleast20observationsandtrackingsusingworksheetdevelopedinclassandinputintodatafile.Attachabriefreflectionpaper(threepagesmaximum)summarizingyourfindingsandwhatyoulearnedfromthisspecificexercisebothaboutthetargetoftheobservationandaboutthemethodoftracking..DueJan.19.Survey 40points Developashortsurveyorquestionnairethatincludes6‐10questionsforvisitors.Youmaychooseanytopicandthiscanbepartofyourfinalevaluationproposal.Pilottestthesurveywithatleastthreeindividualsthatreflectbasicdemographicsofyourtargetaudience(canincludefriends,classmates).Includeaone‐twopageoverviewoftheevaluationquestionyouareaddressing,audience,howtheinformationcouldbeused,whathappenedduringthepilottesting,andyourownreflectionsontheprocess.IncludeIRBcomplianceinformation.DueFeb.9.
Morrissey & Owen 2009 • 4 •
InterviewQuestions 20points Theclasswillworktogetheronasetofquestionsthatcouldbeusedaspartofafront‐endstudyforanexhibitoncrows.WewilldevelopthequestionsandanalyzetheresultsasaclassandeachstudentwillcompleteatleasttwoindependentinterviewswithyournotessubmittedtotheDropBox.Theresultsofourinterviewswillbeusedbythe“PlanningExhibitsforPeople”class,astheydevelopaplanforanexhibitoncrows.Due:Feb.16EvaluationProposal 75points Developaproposalforanaudienceresearchorevaluationstudyaboutarealscenarioinanexistingmuseum,zoo,gardenorothersiteofinformallearning.Identifyaninterestingandrelevantquestionrelatedtovisitorbehavior,learning,interestorotheroutcome.Developaspecificplantoanswerthequestion.Astrongproposalwillberelativelynarrowinitsquestionwithallactivitiesalignedtoansweringthequestion.Itmightfocusonanexhibitorprogramandmightbeafront‐end,formative,summative,remedialorothertypeofstudy.Theproposalshouldincludethefollowingcomponents(Seepage20ofDiamondformoredetails.)Youmaychoosetodothisassignmentwithanotherstudentwithapprovalfromoneoftheinstructors.Due:March1
1) Background2) Objectives(Whatisthequestionyouwanttoanswer?)3) Briefreviewofrelatedstudiesontheexhibit/programtopic(ifproposingafront‐end
study)4) Timeline5) Methods&rationale(type,surveys,interviews,observations,mixedmethods)6) Strongdraftofoneinstrumenttobeused7) Disseminationplan8) IRBproposal
Participation 15pointsParticipationincludesbeingpreparedforclassdiscussions,contributingideasand/orresources,andsupportingthegoalsoftheclassandthelearningexperienceofyourclassmates.
Morrissey & Owen 2009 • 5 •
GradingScaleGRADE Letter Percentage4.0 A 1003.9 97.53.8 A‐ 953.7 92.53.6 903.5 87.53.4 B+ 853.3 82.53.2 803.1 77.53.0 B 752.9 72.52.8 B‐ 702.7 67.52.6 652.5 62.5
ScaledeterminedbytheUWGraduateSchool.Aminimumof2.7isrequiredineachcoursethatiscountedtowardagraduatedegree.AminimumGPAof3.00isrequiredforgraduation.
Morrissey & Owen 2009 • 6 •
CourseScheduleWinter2009
Note:Pleaserefertoclasswebsiteweekly.Readingsandclassactivitieswillbeupdatedweekly.WeekOneWhatisAudienceResearchandWhyShouldICare? January5•IntroductiontoAudienceResearch JohnsonHall022 Audienceresearch(alsocalledvisitorstudies)canhelpusknowifourprogramsare
advancingthemuseum’smissionorifourprojectsarerealizingourgoals. January7•TypesofOutcomes(Whatarewelookingatandfor) JohnsonHall022 Reports:Karin,Alex Read “StudyingYourVisitorsWheretoBegin”(classwebsite,Resources) Diamond,chapters1&2 BrowseEvaluationReportsatInformalScience.org. BigIdeaoftheWeek:Evaluationisaprocessofgatheringevidencetomadedecisionsabout
museumpractice.
WeekTwoObservationalStudies January12•ObservingVisitors WoodlandParkZoo EducationCenter,Classroom Reports:Shannon,Kylie Classwilldevelopanobservationtoolformeasuringengagementinthezoo’sindoor
Zoomaziumexhibit.http://www.zoo.org/zoomazium/index.html Read Diamond,chapter3&4 DUE:IRBcertificateinDropBoxJanuary14•TypesofStudies JohnsonHall022 Reports:Kathryn,Jessica,Marta,Katy What’sthedifferencebetweenfront‐end,formative,summative,remedial
evaluation?Whatkindsofquestionsiseachonedesignedtoanswer? ReadCreswell,chapter1,skim2&3 BigIdeaoftheWeek:Observationstelluswhatvisitorsdo.Theydon’ttelluswhyorwhatthose
behaviorsmean.
Morrissey & Owen 2009 • 7 •
WeekThree AttentionandTimeinGalleries January19•MLKDayNoClass DUE:Observationsreport January21•Analyzingobservations WoodlandParkZoo(EdCenter,Room2) Reports:Pema,Justine, ReadingsskimCreswell4&5,readDiamondchapter5&6
WeekFour InterviewsandSurveys January26•AskingMeaningfulQuestions JohnsonHall Reports:Sara,Meng‐Fan,Julie ReadingsCreswellskim7,readchapter8January28•TBA JohnsonHall Reports:LizB.,Erin,RosieBigIdeaoftheWeek:Thekeytoausefulandeffectiveresearchstudyisasolid,concrete,useful
question.Therestisjustfindingdatatohelpyouanswerit.
WeekFiveQualitativeResearch February2•TheoryandPhilosophyofQualitativeResearch BurkeRoom Reports:Kelly,Lace AninformalconversationwithDr.DeborahPerry,SelindaResearchand
Associates,MuseumResearcherandEvaluator.Opentostudents,professionalsandfaculty.Classwillstartat3:30withpresentationsandDr.Perryat4:00.
ReadingsCreswellchapter9February4•PeerreviewofSurveys JohnsonHall Reports:Yeshodara,Jaisa,Erin Bringdraftofyoursurveytoclasswithoutyournamebutsometypeofidentifiersoitcan
bereturnedtoyou.Wewillreadandrespondanonymouslytoeachother’ssurveys.
Morrissey & Owen 2009 • 8 •
WeekSixDevelopingyourAudienceResearchPlan February9•.ConductingInterviews JohnsonHall Reports:Jennifer,LizR.
Inpreparationforanexhibitoncrows,wewilldesigninterviewquestionsthatcouldbeusedaspartofafront‐endstudytoassessvisitorknowledge,interest,questions,attitudesaboutcrows.Youwillconductoneinterviewduringclassandoneoutsideofclass(withafriend,colleagueorstranger).
Due:Survey February11•ConversationwithEvaluatorRandiKorn WoodlandParkZoo,EdCenter RandiKorn&Associates,Inc.(RK&A),isafull‐servicemuseumevaluationand
researchfirmwithservicesincludingaudienceresearch,educationalresearch,exhibitionevaluation,impactevaluation,andprogramevaluation.
WeekSeven Interviews February16•PresidentsDayNoClass Due:SubmityourinterviewnotestoDropbox. February18•AnalyzingQualitativeData JohnsonHall Howtoturnlargeamountsofqualitativematerial(e.g.,responsestoopen‐ended
questions)intouseabledata Reports:Anymake‐ups Readings:SkimCreswellchapter10
WeekEightEvaluationinMuseumPracticeNOTE:Theschedulethisweekisdependentonoutsidespeakers.Checktheclasswebsitefor
finalinformation. Feb.23•CommunicatingResults LocationTBA Readings:Diamondchapter7&8 Feb.25•PanelPresentation:WhatEvaluationMeanstoUs WoodlandParkZoo Panelofprofessionalswhoconduct,commissionoruseresultsofaudienceresearch.
Morrissey & Owen 2009 • 9 •
WeekNineProposalPresentationsPrepareaverybriefpresentationofyourproposalincludingtheproblemitaddressed,thegoal,methods,instrumentsandhowyouhoperesultswillbeused.Youwillhaveaverylimitedtime(5‐7minutes)topresentit.BothsessionswillbeinJohnsonHall. March2•PresentationsofProposals LastNameAthroughL March4•PresentationsofProposals LastNameMthroughZEvaluationProposalsDueinDropboxMarch1.
WeekTenGoingForward March9•AdvancingaResearchagenda Tentativeguestspeaker. March11•Summary ReviewofPracticumopportunities,professionalorganizations
