The Minnesota Historical Society does collect demographic information
including ethnicity/race on every survey that we do.
We collect information through survey questionnaires.
Twice a year we have a door count survey where visitors are randomly
selected as they exit the builing and asked to take a survey.
I would be willing to share suveys if you request them from me off-list at
[log in to unmask]
Jennifer E. Lanning
Audience Research Specialist
Minnesota Historical Society
(651)297-3341
-----Original Message-----
From: Mary Jane Taylor [mailto:[log in to unmask]]
Sent: Tuesday, March 25, 2003 12:14 PM
To: [log in to unmask]
Subject: Gathering sensitive visitor data
Colleagues:
Over the last five years, my institution has made a committed effort to
address the interests and needs of a broader and more diversified audience.
We have expanded our programming to a wider audience, mounted changing
exhibitions addressing a range of topics and installed a permanent
children's garden.
Two years ago, a visitor research department was created to measure the
results of ongoing and special activities. So far, we have shied away from
attempting to collect data regarding our visitors' race and ethnicity,
recognizing how sensitive these kinds of survey questions can be. We have
gathered some information via observation, but this method has clear
limitations. Yet increasingly we are being asked by other departments within
the museum and by funders to quantify the impact of X program or Y
exhibition on specific targeted audiences, which is some cases are defined
in ethnic or racial terms. To measure any impact, of course, we also need to
create a valid baseline.
My questions to list members:
* Do you collect demographic data about your visitors beyond
age, sex, zip code? Specifically, do you collect ethnic and/or racial
data in any systematic manner?
* If so, what method(s) do you use to collect the information?
* How do you ensure that you are obtaining a statistically valid
sample of your population?
* And, finally, would you be willing to share copies of any surveys,
or at least the specific language, that you use to gather this
information?
Thank you for any insights you can provide; you are welcome to respond to
me off-list at [log in to unmask]
Mary Jane Taylor
Assistant Curator of Education for Exhibitions
Department of Research and Interpretation
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