留学生艺术类硕士论文开题报告.docx

Margaret Ainsley MA Arts and Heritage Management RESEARCH METHODS Dissertation /lxslw/1501.html ProposalAudiences in bloom? Audienceresearch into first time visitors fromspecial interest groups at the FlowerPower exhibition at the MillenniumGalleries, Sheffield.2Contents Page1 Introduction to exhibition and research aim 41.1 Definition of first time special interest group visitors2 Objectives 43 Justification for research and chosen target market 53.1 Evaluation3.2 Audience research3.3 Market segmentation4 Information requirements 65 Research strategy 76 Literature review 76.1 Audience development6.2 Indication of current approaches and case studies6.2.1 Manchester Science and IndustryMuseum (MSIM)6.2.2 Sheffield galleries and museums trust Time out project6.3 Barriers to visiting6.4 Visitor motivation6.5 Marketing strategies6.5.1 Segmentation7 Methodology 127.1 Reasoning for using a multi-method approach7.2 Inductive, research-before theory approach7.3 Multi-method design and approach7.3.1 Quantitative methods Questionnaire design Justification for baseline questions Justification for structured interview questions7.3.2 Qualitative methods Focus groups Organisation visits37.4 Sampling7.4.1 Sampling method and size7.5 Indication of methods for data analysis7.6 Potential limitations8 Research schedule 20Appendices 21Appendix I Meeting logAppendix II Baseline questionnaireAppendix III Structured questionnaireAppendix IV Focus group topicsAppendix V Organisation focus group/interview topicsAppendix VI Literature review relevance treeAppendix VII Organisation selectionBibliography 31Current reading41 Introduction to exhibition and research aimThe Sainsburys /lxslw/1501.html sponsored Flower Power exhibition at Sheffield MillenniumGalleries (hereafter MG) essentially examines how flowers have been used inpainting, ceramics, embroidery and decorative furniture over the last five hundredyears. The marketing department is particularly interested in understanding moreabout special interest groups who are first time visitors to the exhibition. This researchtherefore aims to provide the department with information about this market for theirlong-term audience development strategy, understanding how they can be retained forfuture exhibitions, and to evaluate the marketing channels that attracted them.1.1 Definiti