Surveying Your Customers Art Association Example
Suppose you are the chairperson of the marketing committee of a small not-for-profit arts association and you would like to know more about your members. Your budget for your entire study is just a few hundred dollars.
You decide to do a mail survey because it is relatively cheap and you already have a mailing list of your members. You take a random sample of200 members to whom you will send your questionnaire with a stamped, addressed return envelope.
You develop the questionnaire by first speaking with a few members so you can make as many of the questions as possible closed-ended to increase the response rate.
The first question concerns the types of visual arts in which the respondent is interested (Exhibit 36.1). This is the "grabber"—question of relatively
Exhibit 36.1 Sample Questionnaire—Arts Organization
Dear Member,
We would like to know your views as to what we can do for you. We would be very grateful if you might spend just a few moments to let us know what interests you and how you view us. We have designed the questionnaire to be easy, quick (about 4 minutes), and hopefully fun to fill out. Thank you!
1. Please describe your level of interest in the following arts (please circle):
Painting Graphic arts Photography Sculpture Other_
Not very interested
Very interested
2. a) Are you personally involved in one or more of the arts? yes_ no_
b) If yes, for each art in which you're involved, how would you describe your level of involvement?
Painting Graphic arts Photography Sculpture
Other (please describe)
Create art but have not exhibited or performed
Have exhibited or performed
Have been paid as artist
Make living as artist
3. About how many years have you been a member? , years
4. How did you first hear about us? (Please check all that apply.)
Storefront sign_Storefront window_Mailing_Flyer_Letter_Newspaper _
Radio_Television_E-mail_Web site_Friend/acquaintance_Don't recall _
Exhibit 36.1 Sample Questionnaire—Arts Organization (continued )
5. When you joined, how important were each of the following (please circle)?
Not very important
Exhibiting art Developing art career Attending openings Networking with artists Taking classes/workshops Children's programs Supporting visual arts Supporting our town Receiving discounts Other (please describe)
Very important
6. a) Over the past twelve months, about how often did you do each of the following and, for those events or activities in which you participated, overall how would you rate your experience (please circle)?
Number of times
Attended show opening Took class/workshop Used children's program Attended member meeting Exhibited art Other (please describe)
Did not enjoy
Enjoyed Z Z Z Z Z
7. How do you usually hear about our events? (please check all that apply.)
Storefront sign_ Storefront window_ Mailing_Flyer_ Letter_ Newspaper_
Radio_ Television_ E-mail_ Web site_ Friend/acquaintance_ Don't recall_
(continued )
Exhibit 36.1 Sample Questionnaire—Arts Organization (continued)
8. How would you describe us (please circle)?
Informal
Boring
Friendly
Intimidating
Cliquish
Traditional
Creative
Playful
Dull
9. How interested are you in each of the following (please circle)?
Not very interested
More member shows More juried shows More classes/workshops More classes for children Artists' resource center Professional critiques Artist mentor Artist business advice Other (please describe)
10. Please describe yourself: Gender: Male_ Female_
Formal
Stimulating
Unfriendly
Supportive
Open
Experimental Bland Serious Inspiring
Very interested
Age: Under 16_ 16-18_ 19-22_ 23-35_ 36-50_ Over 50_
Family status: Single_Living as couple_Number of children living with you_(Ages_)
Member: Northwest Artists Guild_Central Art Association_Other arts associations_
Thank you very much for your help!
high personal interest to the respondent. Then the questionnaire moves into the important areas of reasons for joining, satisfaction with current activities, and interest in future activities. The questionnaire ends with the classification questions such as age, family status, and other associations of which they are members.
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