Museum Visitors Care about Everything! Using Best-Worst Scaling for Strategic Focus

Publisher:
Otago University
Publication Type:
Conference Proceeding
Citation:
Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 459 - 467
Issue Date:
2007-01
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Museums face similar challenges to those encountered by managers of fast-moving consumer goods. For instance, both must determine what things (factors) attract consumers (visitors) to their products (museums). Several methodologies have been applied in this area to find out what matters to visitors. In general, these methods produce lengthy lists and do not discriminate between items in terms of relative positioning. In this paper, we explore the use of best-worst scaling (BWS) to reduce and to quantify factors in their order of impact or importance. BWS is simple to use, producing results that are easy to communicate to nontechnical audiences, fostering links between research and actionable implications. We use an example with museum visitors to provide insights into the applicability of this technique to the arts sector, its limitations and areas for further research.
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