Exploring methods for the cultural sector
The following is a summary of a range of research methods used in evaluation: some common, some a little more unusual.
In the following audio clips, you will hear about different types of methodologies and how they are used in the research process.
Types of methodologies
Operational data
Click on the link to Listen how operational data can be used in evaluation.
Operational data is data that already exists from running the activity itself. It can be a good idea to check whether operational data could help with evaluation before turning to other approaches, since it saves doing additional data collection, or affecting the audience experience.
Surveys
Click on the link to Listen how surveys can be used in evaluation.
Surveys are standard sets of questions that are asked of participants (often done in person, or online) and are helpful to get standardised information from a large number of respondents. They mostly gather quantitative data, but can also gather qualitative data.
For more details, you can view this video on sampling bias.
Focus groups
Click on the link to Listen how focus groups can be used in evaluation.
Focus groups bring together a group of people, to explore their views in conversation and to help you understand how they think and feel about a subject.
For details of some common focus group techniques see Practical Projective Techniques for Focus Groups and Depth Interviews.
Depth interviews
Click on the link to Listen how depth interviews can be used in evaluation.
Depth interviews provide a chance to explore a topic in detail, and they are usually one-to-one conversations on a set topic.
Feedback forms
Click on the link to Listen how feedback forms can be used in evaluation.
Feedback forms give audiences a chance to share their views, during or after attendance. They are usually made available to a wide range of audiences and delivered as part of their experience.
Observation
Click on the link to Listen how observation can be used in evaluation.
Observation can reveal a lot about audiences, just from watching them. Researchers watch what people do and summarise it, in either descriptive or quantified terms (or both).
‘Deep hanging out’ and ethnographic approaches
Click on the link to Listen how ‘deep hanging out’ and ethnographic approaches can be used in evaluation.
Transcript – ‘Deep hanging out’ and ethnographic approaches
Ethnography can provide rich, contextualised information into audience behaviour and attitudes. This involves long-term, close up, informal immersion in a group of participants.
For those who want to know more, you can read this academic article which has a summary of ‘deep hanging out’. This is one example of ‘ethnographic’ approaches.
Combining the methods
These methods can also be used in combination. We’ll discuss mixed methods and why they can be useful in the next step.
Have your say
- Which of these approaches might you use for your own activities? Why have you selected those in particular?
Share and discuss your thoughts with other learners in the Comments section. Compare to other learners’ responses, how have your activities influenced your selections?
Evaluation for Arts, Culture, and Heritage: Principles and Practice
Evaluation for Arts, Culture, and Heritage: Principles and Practice
