ABSTRACT
You can find out a great deal about the museum market using external information, both quantitative and qualitative, derived from published and unpublished sources. You can also use internal information derived from your own observation, surveys and records, or specially commissioned research. By the time you have completed your fact-finding, you should have answers to the following questions:
• Why will people visit my museum? • What motivates them? • Who will visit my museum? • What are their characteristics? • When will they come to the museum? • Will they return and how often? • How much time will they spend in the museum? • Who are my museum’s competitors? • What are their strengths and weaknesses? • What can my museum learn from them? • What will my museum’s market share be? • Is my museum’s market getting larger or smaller year by year?
