留学生艺术类硕士开题报告

Margaret Ainsley MA Arts and Heritage Management RESEARCH METHODS Dissertation http://uklunwen.cn/lxslw/1501.html 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 http://uklunwen.cn/lxslw/1501.html 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