Steve Garland's comment about collecting sexual orientation data on
visitors reminds me of a recent conversation with a colleague about
the use of the words sex (physiological) and gender (psycho-social)
in evaluation.  I found the conversation enlightening and thought
some of you might as well.

Based on American Psychology Association discussions, to ascertain
sex,we should ask, "Are you: male, female, or intersex".  However, to
measure gender, a more appropriate and complete - though not
exhaustive - question would be, "With which of the following do you
identify (or How would you describe yourself): heterosexual male,
heterosexual female, bisexual male, bisexual female, gay male,
lesbian, male-to-female transgender, female-to-male transgender,
male-to-female transexual, female-to-male transexual, or asexual."

As with any evaluation question, the reason for asking the question
is paramount.  In the case of sex and/or gender, if it's to get a
general idea of who is coming to the museum, asking a persons sex may
be appropriate.  Asking gender may be more appropriate for an in
depth picture of visitors for very specific reasons.

Cheryl Kessler, Intern
Institute for Learning Innovation
166 West Street
Annapolis, MD  21401
410.268-5149 (phone)
410.268-2179 (fax)
[log in to unmask]


--- Steve Garland <[log in to unmask]> wrote:
> In the UK we routinely gather information about ethnicity, also
> whether
> people consider themselves to be disabled.  The latest information
> of
> relevance being gathered includes 'caring status' which relates to
> people
> caring for elderly or disabled people etc.  This obviously has a
> strong
> bearing on their ability to access certain public services.
>
> The one area that is still tricky to address (I've never heard of
> it being
> included in public gallery surveys) is sexual orientation.
>
> Much challenge funding for public bodies in the UK must demonstrate
> an
> 'inclusive service' - reaching a true cross-section of society, or
> maybe
> targeting key hard to reach groups.  Most of this information is
> routinely
> gathered in so many situations that it is rarely seen as sensitive
> for most
> visitors.
> Steve Garland
> Head of Museums
> Bolton, UK
>
> -----Original Message-----
> From: Museum discussion list
> [mailto:[log in to unmask]]On
> Behalf Of Lanning, Jennifer
> Sent: 31 March 2003 17:36
> To: [log in to unmask]
> Subject: Re: Gathering sensitive visitor data
>
>
> 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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