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...