The Mint Museum of Art is located in Charlotte, North Carolina, and has a reputation as one of the Southeast’s leading cultural institutions. Due to recent changes in the area’s population. the Mint began to wonder if its diverse and vast collecuon was the best way to present art to the public. and just who this public was. Additionally. the Mint wanted to create a Mint Museum of Craft + Design. but they were not sure if this is what the public would want. or if they would understand the eoncept. So they hired InterActive Research of Atlanta
InterActive Research created a two-phase study to discover the information desired by the Mint. The goal of the research was to measure awareness, usage. and attitudes toward the existing museum. as well as the plan tor the new Museum of Craft + Design. The first phase of the study was qualitative and consisted of IS focus groups, followed by a quantitative phase that was composed of a detailed questionnaire mailed to approximately 10,000 Charlotte-area residents; 1,300 responses were returned
The results showed that the Mint was perceived as elitist. Respondents also felt that the current collection was too diverse and did not present a coherent theme. People supported the Craft + Design idea of the new tnuseufu~but they felt a large educational initiative was needed to inform the public about what exactly this entailed. Pricing and parking were seen as two barriers that currentiy prevented people from attending, so it was decided this needed to be kept in mind when developing the new building. Entrance fees of $5 to $7 were found to be acceptable, but people didn’t think they would pay to go to the new museum if it cost more than that. The research also implied that the museum should consider offering a joint membership in both of its museums to encourage attendance. Many of these research findings were implemented as of 2008. Based on the research results provided, the Mint decided to consolidate its current collection into a more focused theme-Art in the Americas-and organize it in chronological order. It will occasionally have a European piece, but most of the art will have originated in either North or South America. The maximum admission price was $6 per person and tickets purchased were good for admission to both the Mint Museum of Art and the Mint Museum of Craft + Design as long as they were used on the same day
Mail panels were introduced in Chapters 3 and 4. A mail panel consists of a large, nationally representative sample of households that have agreed to participate in periodic mail questionnaires and product tests. The households are compensated with various incentives. Data on the panel members are updated every year. Because of the panel members’ commitment, the response rates can approach 80 percent. The Consumer Opinion Panel maintained by Synovate consists of a representative sample of more than 600,000 households in the United States and 60,000 in Canada. Several marketing research companies are moving from mail panels t. online panels. The NFO World Group claims that one out of every 200 households is a member of their online consumer panel.
As mentioned earlier, electronic surveys can be conducted bye-mail or administered on the Internet or the Web
In contrast to e-mail surveys, Internet or Web surveys use hypertext markup language (HTML), the language of the Web, and are posted on a Web site. Respondents may be recruited over the Internet, from potential respondent databases maintained by the marketing research firm, from an Internet panel, or they can be recruited by conventional methods (mail, telephone). Respondents are asked to go to a particular Web location to complete the survey. Many times, respondents are not recruited; they happen to be visiting the Web site where the survey is posted (or other popular Web sites) and they are invited to participate in the survey. Either all or every ith Web site visitor is allowed to participate. Web surveys offer several advantages as compared to e-mail surveys. It is possible in HTML, but not in ASCII text, to construct buttons, check boxes, and data entry fields that prevent respondents from selecting more than one response where only one is intended, or from otherwise typing where no response is required. Skip patterns can be programmed and performed automatically as in CATI or CAPI. It is possible to validate responses as they are entered. Finally, additional survey stimuli such as graphs, images, animations, and links to other Web pages may be integrated into or around the survey. The responses are collected in an adjoining database. The data require some processing before they can be tabulated or used in a statistical package. All these factors contribute to higher quality data. The Harris Interactive Online survey in the polling example in the “Overview” section was an example of an Internet survey. As indicated by the Harris Interactive Online survey example, other studies have also shown that the results obtained from Internet surveys can be very ciose to those obtained by using the traditional methods
Basically, Internet research can be just as representative and effective as other traditional methods, especially as the Internet population continues to grow, of conducting research over the Internet must be effectively addressed and resolved, just as the problems with traditional research have been and continue to be