2004 Survey of Visitors to Museums’ Web Space and Physical Space: Survey Documentation and Findings

Prepared by the Statistical Consultation Group
Statistics Canada
for the Canadian Heritage Information Network
February 2005

Table of Contents

1. INTRODUCTION
2. SURVEY OBJECTIVES
3. HIGHLIGHTS
	3.1 Survey of Visitors to Museums
	3.2 Survey of Visitors to Museums’ Web Space
4. METHODOLOGY
	4.1 Survey of Visitors to Museums
	4.2 Survey of Visitors to Museums’ Web Space
5. SURVEY RESULTS
	5.1 Survey of Visitors to Museums
		Profile in terms of Internet Use Where do people look for information about museums and what are they looking for? Impact of the information found on the Internet Reasons for not using the Internet to plan a visit Follow-up to the visit Frequency of visits to museums Demographic characteristics
	5.2 Survey of Visitors to Museums’ Web Space
		Frequency of visits How did visitors found out about the site Purpose of the visit Goals of a museum’s web space Demographic characteristics of respondents
APPENDIX A: DETAILED SURVEY RESULTS
	1. Survey of Visitors to Museums
		Question 1: Do you use the Internet, either at home, work, school or any other location? Question 2: Did you use the Internet in preparing your visit to this museum? Question 3: What are the Web sites on which you looked for information about this museum? Question 4: What were you looking for? Question 5: Which statement best describes your situation? Question 6: Did the information you found on the Internet increase, decrease or have no impact on your level of interest for visiting the museum? Question 7: What is the main reason you didn’t use the Internet in preparing your visit to this museum? Question 8: Do you plan to visit the museum’s Web space in the coming days? Question 9: What will you be looking for? Question 10: How often do you visit this museum? Question 11: How often do you visit museums in general? Question 12: Are you Male / Female? Question 13: What is your age group? Question 14: Do you currently live in Canada?
	2. Survey of Visitors to Museums’ Web Space
		Question 1: In the past twelve months, how often did you visit the Virtual Museum of Canada? Question 2: In the past twelve months, how often did you visit the Web space of a Canadian museum? Question 3: In the past twelve months, how often did you visit the Web space of a museum from another country? Question 4: How often do you physically visit Canadian museums? Question 5: How did you find out about the site of the museum from which you took this survey? Question 6: In visiting this site today, were you: Planning a visit to a museum; Following-up on a recent visit to a museum; Neither? Question 7: Did you also visit the Web site BEFORE visiting the museum? Question 8: What are you looking for on a museum’s Web space? Question 9: What kind of information on the collections do you expect to find on a museum’s Web space? Question 10: What do you think are the three main goals of a museum’s Web space? Questions 11 and 12: Age and sex of respondent Question 13: Where do you currently live?
APPENDIX B: MORE ON THE METHODOLOGY OF THE SURVEYS
	1. Survey of Visitors to Museums
		1.1 Population 1.2 Sample Plan 1.3 Survey Questionnaire 1.4 Data Collection 1.5 Data Capture and Data Processing 1.6 Estimation
	2. Survey of Visitors to Museums’ Web Space
		2.1 Population, Sampling and Data Collection 2.2 Survey Questionnaire 2.3 Data Capture and Data Processing 2.4 Estimation
APPENDIX C: SURVEY QUESTIONNAIRES
	Survey of Visitors to Museums
	Survey of Visitors to Museums’ Web Space
REFERENCES