Lapointe, M (Ed.). (2001). Know your visitors: Survey guide. Québec, Société des musées québécois.


Preface
9

Foreword
10

Acknowledgements
11

Introduction
13

Chapter 1: selecting the right type of research
15
1.1.
The three main types of research
17
1.2.
Qualitative or quantitative?
18
1.3.
Surveys
20

Chapter 2: planning the survey
23
2.1.
Context and objectives
24
2.2.
Resources
26
2.3.
Survey phases
28

Chapter 3: selecting the survey sample
31
3.1.
The sampling plan: five conditions for success
32

Chapter 4: developing data-collection instruments
45
4.1.
The questionnaire: the main data-collection tool
46
4.2.
The sample-control form
57
4.3.
The refusal-compilation form
57
4.4.
The coding grid
58

Chapter 5: collecting data from visitors
61
5.1.
Interviewers
62
5.2.
Training: an essential step
63
5.3.
Pre-testing: an integral part of the survey
64
5.4.
Field procedures
64
5.5.
Monitoring the survey
67

Chapter 6: analyzing the data
69
6.1.
Input and processing
70
6.2.
Analysis and survey report
70
6.3.
Analyzing the central tendency
75
6.4.
Measuring data dispersión
79
6.5.
Cross-tabulations
81

Conclusion
83

Bibliography
85

Glossary
86

Tools
89

Tool no. 1: production calendar
90

Tool no. 2: data-collection timetable
91

Tool no. 3: survey questionnaire
92

Tool no. 4: sample questionnaires
100

Tool no. 5: sample-control form
112

Tool no. 6: refusal-compilation form
113

Tool no. 7: interviewer's handbook
114

Tool no. 8: calculating the margin of error
120