A Practical Guide to Better Audience Surveys

Caroline Gardiner and Barry Reeve

A discussion of the design problems which arise in audience surveys conducted for theatres, concert halls, museums and art galleries, etc.
  

A Practical Guide to Better Audience Surveys

Caroline Gardiner City UniversityMartin CollinsCity University Business School

INTRODUCTION

The object of this paper is not to prescribe ‘ideal’ methods of audience research but to discuss design issues which are easily overlooked in a period of rapid growth, especially when that growth is associated with continuing lack of resources. Ten or 15 years ago, a visitor to a theatre or gallery would have been amazed to be confronted by an audience research exercise. Now it is almost commonplace, even to the extent that we have to worry about...

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