Good suggestions Tim (and hi, I retired from Shedd the end of 2013 but am still consulting in Audience Research).
Patricia, another option to consider is building a Microsoft Access database (or something similar).I have never mastered the program, but if your client has people who can do it that might work. I use a simple Excel spreadsheet (eventually converted to SPSS for analysis), but the statistical stuff in Excel is decent.
As for collecting the data, gathering extensive information from each and every visitor is a huge task. The positive of periodic, carefully planned face-to-face interviews is that you can get much more information from a valid sample of visitors. If you gather a little information from everyone at ticketing (zip code, group constitution for example) you can use that to correct any minor variations in your sample.
Again, not a silver bullet, but a viable work-around
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Linda Wilson
Director, Audience Research an
Chicago IL
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Original Message:
Sent: 01-16-2015 08:57 AM
From: Tim Malenock
Subject: database to identify visitor demographics
I've been waiting to see if anyone else in the industry had some insight because, we too, have some of the same questions. Though I don't have the exact answer to your question, the only recommendations I can make are reevaluating the ticketing software you're using because there a lot more sophisticated options out there than in years past. Many programs integrate with many facets of your organization (i.e. Admissions, Development/Membership, Retail, online, etc.) and can gather that information. If you haven't done this in the past, put together an RFP for a new ticketing software program and send it out. You'll be surprised many software companies will have what you're looking for. Even though there are individuals that will not give any more information than what is needed, I think in the age of such dominant social media presence you'll probably have more people willing to give information. This information can also be gathered through Membership purchases and building that relationship with the constituent.
Also, there is always the "tried and true" method of paper surveying the public (or digital through SurveyMonkey). Many museums still have people surveying visitors to gather snapshots of information. I hope this helps!
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Tim Malenock
Director of Guest Relations
Milwaukee Public Museum
Milwaukee WI
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Original Message:
Sent: 01-10-2015 03:41 PM
From: Patricia Partnow
Subject: database to identify visitor demographics
I am searching for a good database that would help a museum I am working with identify visitors' demographics (beyond age and zip code), and that might be searchable by event or exhibition. Does anyone know of such a database? Alternatively, can members recommend procedures that would help this museum identify visitors' demographics when they arrive without appearing intrusive or taking up too much time at the front desk?
Thank you,
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Patricia Partnow
Owner, Partnow Consulting
Anchorage AK
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