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3.2 Audience Segmentation
- 1. Museum Research Methods MUSM7034 Semester 1 2009 Session 3.2 Audience Segmentation www.arts.usyd.edu.au/departs/museum http://musm7034.ning.com/
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- Map territory (hypothesis-generating). Qual can tell what kinds of people come (indicative). 80/20 rule; you get most information from the first small group of people. To get the last 20% takes a LOT more data. Generally social research in an applied setting is content with imperfect data. Do qual study to find out what kind of people come; do quant study to measure how many/what proportion come.Explanatory – add perspective to simple counts. Why do few people stop at a display? Out of the way, uninteresting, too cold.If your audience are accountants, economists or come from experimental sciences, they will want numbers, don’t rely on qualitative methods, use some quant as well.a) many qualitative researchers believe that the best way to understand any phenomenon is to view it in its context. b) Many qual believe that as each of us experiences from our own point of view and has a different reality, therefore amalgamated data invalid.
- The ethnographer becomes immersed in the culture as an active participant and records extensive field notes. Phenomenology is a school of thought that emphasizes a focus on people's subjective experiences and interpretations of the world. That is, the phenomenologist wants to understand how the world appears to others. Field Research – the essential idea is that the researcher goes \"into the field\" to observe the phenomenon in its natural state or in situ. A case study is an intensive study of a specific individual or specific context.
- Spider graph or Footprint graph