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Book Titles No access
Consumer Research for Museum Marketers
Audience Insights Money Can't Buy
Authors:
Publisher:
2010
Summary
What museum does not want insight into what its visitors and potential visitors are looking for? Nearly every function within the museum benefits from a deeper understanding of visitors: curators, educators, fundraisers, marketers, store and cafe managers, guards, and volunteers. This book creatively instructs museums on how to study visitors to make their exhibits, programs, and shops more appealing for all segments of the public. Each chapter identifies an observed visitor behavior or attitude and details how it can significantly affect attendance, satisfaction, and loyalty. The author's approach explains how all museum personnel can participate in valuable observational research without breaking the bank on expensive studies.
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Bibliographic data
Copyright year
2010
ISBN-Print
978-0-7591-1808-9
ISBN-Online
978-0-7591-1810-2
Publisher
Rowman & Littlefield, Lanham
Language
English
Pages
180
Product type
Book Titles
Table of contents
ChapterPages
Contents No access
Introduction: Observational Research versus the Other Researches No access Pages 1 - 10
Chapter 1. Methodology No access Pages 11 - 18
Chapter 2. The Hand-Holders: Connecting to Your Museum No access Pages 19 - 24
Chapter 3. Twitching on the Tour No access Pages 25 - 34
Chapter 4. Sitting Down No access Pages 35 - 40
Chapter 5. Turning Right No access Pages 41 - 46
Chapter 6. Dress Code No access Pages 47 - 56
Chapter 7. Museumgoers Don't Get Fat: Tribal Marketing No access Pages 57 - 60
Chapter 8. Men: A New Market Segment No access Pages 61 - 68
Chapter 9. Lunchtime Stories No access Pages 69 - 76
Chapter 10. Taking Photos No access Pages 77 - 84
Chapter 11. Early Birds No access Pages 85 - 88
Chapter 12. Shopping for Memories No access Pages 89 - 96
Chapter 13. Handheld Children: The New Demographic No access Pages 97 - 104
Chapter 14. Long Lines and Smiles No access Pages 105 - 114
Chapter 15. Queue-Less in the Lobby No access Pages 115 - 120
Chapter 16. Frail and Hardy No access Pages 121 - 126
Chapter 17. What the Guards See No access Pages 127 - 132
Chapter 18. The Folks from Kazakhstan and Other Global Changes No access Pages 133 - 140
Chapter 19. Shout Out for the Library No access Pages 141 - 142
Chapter 20. Insights and the Performing Arts No access Pages 143 - 144
Chapter 21. Velcroed at the Ticket Window No access Pages 145 - 152
Chapter 22. The Upside of Intermission No access Pages 153 - 160
