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

Burke, PF; Burton, C; Wise, C; Louviere, JJ; Huybers, T

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

Burke, PF

Burton, C Wise, C Louviere, JJ Huybers, T

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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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Field	Value	Language
dc.contributor.author	Burke, PF https://orcid.org/0000-0003-0978-0237	en_US
dc.contributor.author	Burton, C	en_US
dc.contributor.author	Wise, C	en_US
dc.contributor.author	Louviere, JJ	en_US
dc.contributor.author	Huybers, T	en_US
dc.contributor.editor	Thyne, M	en_US
dc.contributor.editor	Deans, K	en_US
dc.contributor.editor	Gnoth, J	en_US
dc.date	2007-12-03	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 459 - 467	en_US
dc.identifier.uri	http://hdl.handle.net/10453/3137
dc.description.abstract	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.	en_US
dc.publisher	Otago University	en_US
dc.relation.ispartof	Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	Museum Visitors Care about Everything! Using Best-Worst Scaling for Strategic Focus	en_US
dc.type	Conference Proceeding
utslib.location	Dunedin, New Zealand	en_US
utslib.location.activity	Dunedin, New Zealand	en_US
utslib.for	150501 Consumer-Oriented Product or Service Development	en_US
dc.location.activity	Dunedin, New Zealand	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney/Strength - ACRI - Australia China Relations Institute
pubs.organisational-group	/University of Technology Sydney/Strength - BIDA - Business Intelligence and Data Analytics
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Dunedin, New Zealand	en_US
pubs.start-date	2007-12-03	en_US

Abstract:

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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http://hdl.handle.net/10453/3137