NARA Visitors Study

The XYZ Museum
Visitor Survey 2007

museum logo

Please tell us about your visit to the XYZ Museum today. We need your feedback as we continue to improve our facilities.
Please complete this survey and hand it to a representative in the return envelope provided (or simply drop the envelope in
a mailbox). To assure confidentiality, the Center for Nonprofit Management, a nonprofit evaluation and research organization,
will be analyzing the results for us. There are no right or wrong answers. If you feel uncomfortable answering any question
due to limited experience or any other factor, just write "DK" or "Don't Know" instead of an answer, and move to the next
statement. We encourage you to answer as many as you can. Thank you for helping us serve you better.

INSTRUCTIONS: Circle the ONE number following each statement that best indicates the extent to which you agree or
disagree with it. For statistical purposes, some statements are positive and some negative, so read each item carefully
before you respond.

Strongly
Disagree

Strongly
Agree

Neutral

1

OVERALL RATING: I would rate the XYZ Museum programs
and exhibits overall as excellent.

0

1

2

3

4

5

6

7

8

9

10

2

OVERALL IMPACT: Visiting the XYZ Museum has had a very
positive impact on me/my family.

0

1

2

3

4

5

6

7

8

9

10

3

DISAPPOINTED: I'm very disappointed in my museum
experience.

0

1

2

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4

5

6

7

8

9

10

4

EXPECTATIONS: My experience overall was even better than I
expected.

0

1

2

3

4

5

6

7

8

9

10

5

RETURN: If I were choosing again today, I would definitely
choose to visit the XYZ Museum.

0 AASLH/CNM
1
2 Survey
3
4Sample

5

6

7

8

9

10

6

Call AASLH to order for your museum - 316-721-9956
RECOMMEND: I highly recommend the XYZ Museum to my
0
1
2
3
4
5
6
family and friends.

7

8

9

10

7

REPUTATION: Before I actually visited, I'd heard really good
things about the XYZ Museum.

0

1

2

3

4

5

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9

10

8

VALUE: Visiting the XYZ Museum is an excellent value in terms
of my time, effort, and cost.

0

1

2

3

4

5

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8

9

10

9

PERSONALLY AFFECTED: I really have been personally
affected by something I saw/experienced at the museum.

0

1

2

3

4

5

6

7

8

9

10

10

OTHER ATTRACTIONS: Other historical museums/cultural
attractions in the area are better than the XYZ Museum.

0

1

2

3

4

5

6

7

8

9

10

(over)

Strongly
Disagree

Strongly
Agree

Neutral

11

FEEL WELCOME: I feel very welcome and very comfortable
when I visit the XYZ Museum.

0

1

2

3

4

5

6

7

8

9

10

12

LEARNING: I always learn something when I visit the XYZ
Museum.

0

1

2

3

4

5

6

7

8

9

10

PRESENTATION: The way history was presented at the XYZ
13 Museum really held my attention making it an interesting way to
learn.

0

1

2

3

4

5

6

7

8

9

10

UNCOMFORTABLE ASPECTS: It is extremely important to
14 learn about all aspects of history - even those which are
unpleasant or might involve conflict.

0

1

2

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4

5

6

7

8

9

10

0

1

2

3

4

5

6

7

8

9

10

CONNECTING WITH OTHERS: The XYZ Museum provides an
16 excellent opportunity to have a memorable shared experience
with my family and friends.

0

1

2

3

4

5

6

7

8

9

10

17

MY HISTORY: The XYZ Museum does a great job of preserving
and presenting history as it relates to me.

0

1

2

3

4

5

6

7

8

9

10

18

MAKES A DIFFERENCE: The XYZ Museum is an important
contributor to the quality of life in this community.

0

1

2

3

4

5

6

7

8

9

10

STAFF/VOLUNTEERS: The staff/volunteers at the XYZ
19 Museum are always available, friendly, knowledgeable, and
helpful.

0

1

2

3

4

5

6

7

8

9

10

CONDUCIVE ENVIRONMENT: The XYZ Museum is one of the
20 few places where it's conducive to learn about, discuss, and
explore difficult issues in history.

0

1

2

3

4

5

6

7

8

9

10

MEDIA/ADVERTISING: I never see or hear about the XYZ
21 Museum from television, radio, the Internet, newspapers, or
other printed material.

0

1

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3

4

5

6

7

8

9

10

5

6

7

8

9

10

7

8

9

10

15

HARD TO GET AROUND: It was very difficult to find my way
and get where I wanted to go.

ADVERTISING vs. OTHERS: I see or hear a lot more about the
22 XYZ Museum than I do about other cultural attractions in the
0
1
2
3
4
area (historical museums, galleries, etc.).
Sample AASLH/CNM Survey 23

TRUSTWORTHY: I always trust the information that the XYZ
Call AASLH to order
-4316-721-9956
0 for
1 your2 museum
3
5
6
Museum presents in its programs/exhibits.

STIMULATING: Programs/exhibits at the XYZ Museum really
24 stimulate me to learn more and delve into topics I might not
otherwise have explored.

0

1

2

3

4

5

6

7

8

9

10

WELL-KEPT FACILITIES: The XYZ Museum's
25a museum/grounds/restrooms are always clean and wellmaintained.

0

1

2

3

4

5

6

7

8

9

10

25b

EXHIBITS: The way exhibits were presented made it very easy
for me/my family to see and understand them.

0

1

2

3

4

5

6

7

8

9

10

25c

MUSEUM FOCUS: I really felt valued as a visitor to the XYZ
Museum.

0

1

2

3

4

5

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7

8

9

10

26 custom question

0

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27 custom question

0

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28 custom question

0

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10

JUST A FEW QUESTIONS FOR BACKGROUND PURPOSES.

29 Are you…? (Check any appropriate "yes" box.)
a "member" of the XYZ Museum
a volunteer at the XYZ Museum
30a On which day of the week did you visit the museum?
Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

30b About how far away do you live from the XYZ Museum?
Within 60 miles

60-120 miles away

31 About how often do you visit the XYZ Museum?

More than 120 miles away

Sample AASLH/CNM Survey -

Call
AASLH to order for your Less
museum
316-721-9956
Once
a year
than -once
a year

Several times a year
This is my first visit.

32 Please tell us how many were in your party visiting the XYZ Museum today. And don't forget to include yourself.
# of adults (over 19)
33 Into which group does your age fall?
34 Are you…?

Female

# of teens (13-19)

# of children 6-12

19-34

35-54

# under 6
55+

Male

35 Do you consider yourself to be…? (Check all that apply.)
African-American
Hispanic/Latino

Asian
Native American/American Indian

Caucasian
Other:

36a In the past 2 years or so, how many museums have you visited?
36b If you had not visited the XYZ Museum today, what would you have done instead?

36c What is it that motivated you to visit the XYZ Museum today? (Please be as specific as you can.)

36d What is the ONE most important idea or piece of information that you took away from your visit to the XYZ Museum today?

36e What, if anything, could the XYZ Museum have done to make your experience better?

Thank you for your help.
Copyright 2007, AASLH/Center for Nonprofit Management, Nashville, TN