CATEGORY B ORGANIZATIONS ‘HOW TO’ MANUAL SURVEY OF VISITORS/ATTENDEES Prepared By: Profile...

CATEGORY B ORGANIZATIONS

‘HOW TO’ MANUAL

SURVEY OF VISITORS/ATTENDEES

Prepared By:

Profile Marketing Research

Palm Beach County Cultural Council

DECEMBER 2012

CATEGORY B ORGANIZATIONSVISITOR/ATTENDEE SURVEY

Profile Marketing Research4020 South 57th AvenueLake Worth, FL 33463

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Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Quota . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Survey Methodology Choices - Overview . . . . . . . . . . . . 5

Intercept Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Self-Administered Survey . . . . . . . . . . . . . . . . . . . . . 11

Survey Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Data Entry Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . 16

FAQ (Frequently Asked Questions) . . . . . . . . . . . . . . . . 24

Customizing the Data Entry Template. . . . . . . . . . . . . . . 27

Table of Contents



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The following manual has been created to better assist you with preparing, creating, distributing, conducting, and processing the data of your visitor survey.

Some organizations have a quota of 1000 surveys to be completed within the fiscal year. This sample size has an error interval of up to +/- 3.1% at a 95% level of confidence. This will provide projectable data.

Some organizations have been given quotas of 400 (up to +/- 4.9% at a 95% level of confidence) due to audience size, multiple categories such as museum and special events with separate quotas, or larger audience with large percentage being subscription generated.

If you wish to conduct additional interviews, it is encouraged, as long as the additional interviewing quota is spread out over the fiscal year and not from a single event/ day/exhibition as this may skew results.

Introduction



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In order to ensure that surveys are completed over the entire fiscal year, approximately equal number of surveys are to be completed per month and per event/performance.

It is important that this survey schedule protocol be followed to optimize data reliability and projectability.

Quota

Organization Name

Estimated Volume

(Baseline) Total QuotaMuseumQuota

Special Event Quota

Performing Arts Quota

Armory Art Center 25,000 800 400 400 0

Boca Raton Museum of Art 117,000 800 400 400 0

Caldwell Theatre Company 50,000 400 0 0 400

Center for the Arts at Mizner Park 20,000 400 0 0 400

F.A.U. College of Arts and Letters 46,000 400 0 400 0

Henry Morrison Flagler Museum 50,000 1,000 1,000 0 0

Loggerhead Marinelife Center 10,000 400 400 0 0

Maltz Jupiter Theatre 70,000 400 0 0 400

Norton Gallery and School of Art 110,000 1,000 1,000 0 0

Old School Square 217,000 800 400 0 400

Palm Beach Dramaworks 30,000 400 0 0 400

Palm Beach Opera 25,000 400 0 0 400

Palm Beach Photographic Center 53,000 800 400 400 0

Palm Beach Pops 55,000 400 0 0 400

Palm Beach State College 43,000 1,000 0 0 1,000Raymond Kravis Center for the Performing Arts 196,000 1,000 0 0 1,000

South Florida Science Museum 92,000 1,000 1,000 0 0

Sunfest of Palm Beach County 275,000 1,000 0 1,000 0

The Morikami, Inc. 138,000 800 400 400 0Zoological Society of Palm Beach County 230,000 1,000 1,000 0 0

Quotas, based upon estimated volume, are as follows:.



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SURVEY METHODOLOGIES OVERVIEW



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There are two primary choices available regarding data collection; interceptinterviewing and self administered surveys.

Intercept Interviewing

Intercept interviews are conducted by staff members, volunteers, or hired professional interviewers. Interviewers approach visitors on a random basis and conduct the surveys by asking the questions and recording the interviewee responses.

This methodology is preferred over the self-administered in that you will have the ability to make sure all questions are asked and answered correctly. Additionally, using this method, it is easier to track completions and has a higher likelihood of visitor participation than self-administered – thus, you are more likely to achieve your daily/total quota.

Specifics for this methodology are discussed in the next section.

Self Administered Survey

With self-administered surveys, staff members or volunteers hand out surveys to visitors on a random basis. Visitors are asked to take the survey and hand it back completed at the end of their visit. Surveys should not be left out on a table.

Specifics for this methodology are discussed later in this manual.

NOTE: Surveys should not be mailed to visitors or mailed back to the organization at a later date…this approach is self selecting in terms of response. The survey needs to be conducted on-site to capture information on a real time basis in terms of expenditures, experience, etc.

Survey Methodologies – Overview



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INTERCEPT INTERVIEW METHODOLOGY



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Quotas are based on a distribution of a specific number of surveys per month.

The interviews should be conducted as the visitor is leaving in order to gain information on the total experience.

Visitors must be selected by a staff member.

Survey participants should be selected on a random basis (every nth person who is leaving). Participants should not be selected or purposely overlooked on the basis of age, race, gender, or perceived income level.

Only one person per party can be interviewed.

Staff members who conduct interviews should adhere to the procedures explained later in this document.

At the end of each day, staff members/interviewers are to turn in all the completed surveys. The surveys should then be counted and clipped together. Disregard any incomplete surveys (surveys that do not have the economic impact and/or resident status information). Next, mark the date and the number of completed surveys on the top survey. This number can be used to confirm that the correct number of surveys are entered for each day during the data entry process.

Methodology – Intercept Interview



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HOW TO CONDUCT AN INTERVIEW: As they are leaving (at the end of the visit), walk up to the visitor

with a smile. Use a friendly and professional tone when asking the visitor to

participate in the survey. You can say “We are asking visitors to participate in a survey in order to find out more about them and their opinions of Your Organization. This will help us plan future events, activities, exhibitions, and visitor programs. Will you please take a few moments to let us know your thoughts and opinions?”

If the visitor declines when asked to participate, do not be insistent. Say thank you, and move on to another visitor.

Remember, interview only one person per party. Once a visitor agrees to participate, begin asking the questions

on the questionnaire, marking the responses in the appropriate boxes. Don’t rush through the interview, however keep a lively pace.

If the visitor attempts to walk away during the interview, politely explain that “There are only a few more questions, and it’s important that all questions are answered”.

If the visitor is adamant about not completing the interview, do not press on. Thank the visitor for their time and let him/her walk away. Mark the survey incomplete, and do not data enter the survey.

Upon completion of the interview, thank the visitor “Your thoughts and opinions are greatly appreciated!”




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QUESTION LOGIC/SKIP PATTERNS:

Question 1, “Is this your first visit here?” may require follow-up questions. If the visitor responds “Yes”, skip to question 2. If the visitor responds “No”, ask question 1a “When was the last time you were here?” and question 1b “How many times have you visited/attended this year/in the past year?”

Question 3, “Did you buy tickets for this event online?” may require follow-up as well. If the visitor responds “Yes”, ask question 3a “How many did you buy?”. If the visitor responds “No”, skip to question 4 “Including yourself, how many are in your party?”.

Question 9, “Are you a Palm Beach County resident…?” contains skip pattern logic as well. If the visitor is a resident, whether full-time or part-time, skip to question 12 “Who in your group decided/suggested a visit her?”. If the visitor responds “Not a resident”, ask question 10 “Are you staying in a Palm Beach County hotel/motel/ bed& breakfast/etc.?”

Question 10, “Are you staying in a Palm Beach County hotel/motel/bed & breakfast/etc.”, also has multiple questions. If the visitor responds “No”, skip to question 11 “What motivated you to come to Palm Beach County?” If the visitor responds “Yes”, ask question 10a “How many nights?” and question 10b “How many rooms is your party using each night?”.

Question 12, “Who in your group decided/suggested a visit here?” may require follow-up as well. If the visitor responds “Other”, ask the question 14 series (a, b, c, and d) which seeks to obtain information about the visit influencer/decision maker. If the visitor responds “Self”, you should skip question 14.

NOTE: Some questions contain interviewer instructions in BOLD print. Do not read these instructions aloud.




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SELF-ADMINISTERED METHODOLOGY



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Quotas are based on a distribution of a specific number of surveys per month.

The surveys should be distributed at the end of the visit, in order to gain information on the total experience.

Visitors must be selected by a staff member.

Staff members are to distribute these surveys to one person per party, on a random basis. Participants should not be selected or purposely overlooked on the basis of age, race, gender, or perceived income level.

Only one person per party can be surveyed.

Surveys should be attached to a clipboard and a pencil should be provided to the visitor. Surveys can not just be left out on a table for visitors to pick up.

Staff members who distribute the questionnaires must explain that the survey should be handed back upon completion, and that the surveys must be completed on-site before leaving. Upon receiving the survey back, staff members should check to be sure all questions were answered.

Staff members who conduct interviews should adhere to the procedures explained later in this document.

At the end of each day, a staff member is to aggregate all the completed surveys. The surveys should then be counted and clipped together. Disregard any incomplete surveys – surveys that do not have the economic impact and/or resident status information. Next, mark the date and the number of completed surveys on the top survey. This number can be used to confirm that the correct number of surveys are entered for each day during the data entry process.

Methodology – Self Administered



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At the end of their visit (as they are leaving), approach visitors with a warm smile, introducing yourself and say “We are interested in your thoughts and ideas about _Your Organization_. Will you please fill out this questionnaire to help us with future events, activities, exhibitions, and visitor programs?” Then explain that they should hand the completed survey back to you before leaving and mention that only one questionnaire per party is requested, “to make sure we hear from a variety of visitors”. Then hand the visitor the questionnaire and thank him or her, saying “Your thoughts and opinions are very important to us!”

Methodology – Self Administered



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SURVEY SCHEDULE



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SURVEY SCHEDULE

Surveys should be collected equally by month and/or equally by event/performance. Should this protocol not be met for a given month/event/performance, add the number of surveys not completed to the following month/event/performance.

At the start of the fiscal year, each organization should review their event/performance/exhibition schedule and plan accordingly.

For example, if a year-round organization quota is 400 for the year, 33 surveys should be collected per month. This may be adjusted somewhat to reflect actual visitation but it should be the goal to assure representation throughout the year.

Likewise, if an organization is event-based, every attempt to spread the surveys across events should be made.



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DATA ENTRY



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METHODOLOGY : DATA ENTRY

Download the Data Entry Template from the PBCCC website and save to your computer with a descriptive name such as: “ORGANIZATION NAME Audience Survey 2012”

Open the data entry template in Microsoft Excel. At the bottom of your screen you will see the following tabs: Data, Report 1,

Report 2, Report 3, etc. The ‘Data’ tab is where the data is entered from the surveys. ‘Report 1’ thru ‘Report 10‘ are the report pages. You do not need to do

anything with these pages until you wish to print out the report showing the data you have entered.

‘Surveys by Day, Month’ shows the distribution of surveys if this information is desired.

‘Attenders’ is a tab that has been created for you to print the names, addresses, etc. of those who conducted a survey and gave this information. If you wish to print this information for mailing purposes, please refer to the end of the data entry instructions for printing instructions.

See page 28 of this manual regarding how to customize the Header of each sheet in the Data Entry Template to reflect your organization and time period.

To start data entry, click on the tab named “Data”. Each survey should be numbered prior to data entry. The numbering should be

continuous from day to day. In other words, if on day one of surveying there are 45 surveys they would be numbered 1 through 45. On day two of surveying, start the numbering at 46. Enter the survey number in column A of the data sheet.

Enter the appropriate number for the survey day in column B. Each day has been assigned a number. Sunday = 1, Monday = 2, Tuesday = 3, Wednesday = 4, Thursday = 5, Friday = 6, Saturday = 7. If the survey you are currently entering was completed on a Tuesday, enter a 3 in column B.

Enter the appropriate number for the survey month in column C. Each month has been assigned a number. January = 1, February = 2, March = 3, April = 4, May = 5, June = 6, July = 7, August = 8, September = 9, October = 10, November = 11, December = 12. If the survey at hand was completed in April, enter a 4 in column C.

Enter the survey year in column D.



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The following text contains helpful instructions on how to conduct data entry on a question-by-question basis. Please read all of these instructions prior to conducting the data-entry. It may be helpful to have the data-entry file open while reviewing the instructions for each question.

Question 1 “Is this your first visit to…?” has two columns in the data sheet (see Figure 1). The first column E is labeled “Yes”. The second column F is labeled “No”.

If the response “Yes” is marked on the survey enter a 1 in column E, then skip to column M.

If the response “No” is marked on the survey enter a 1 in column F, then continue with Question 1a and Question 1b.

Figure 1.

Question 1a “When was the last time you were here?” has five columns in the data sheet; past month, past 2-3 months, past 6 months, past year, and longer ago than that. The columns are G through K. Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other four columns blank.

Question 1b “How many times have you visited /attended this year/past 12 months?” has one column in the data sheet, column L (see Figure 2). In column L enter the number of times visited as indicated on the survey. Figure 2.

L

Q1b. # of Times Visited

3

2

D E F

Survey

Year

Q1. First Visit Here

Yes No

2012 1

2012 1



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Question 2 “How did you hear about this…?” has twenty-five columns in the data sheet. The columns are M through AK. Enter a 1 only in the columns that correspond with the answers on the survey. Leave the other columns blank.

Columns X through AD should only have an entry if column V “Social Media” was selected. Also, columns AE through AK should only have an entry if column W “Website” was selected.

Please note that “Social Media” verbatim text is to be entered into column AD and “Website” verbatim text is to be entered in column AK.

Question 3. “Did you buy tickets for this event online?” has three columns. Enter a 1 in the column that corresponds with the answer on the survey (Yes – column AL or No – column AM). If Yes response, be sure to enter the question 3a “How may did you buy?” response in column AN.

Question 4. “Including yourself, how many people are in your party?” has one column in the data sheet, column AO. In column AO enter the number of people indicated on the survey.

Question 5. “About how much, in total, did you and all members of you party spend here today including admission?” has one column in the data sheet, column AP (see Figure 3). Enter the whole dollar amount indicated on the survey – if necessary, round up or down to the nearest dollar amount or take the mid-point if answer is a range. Do NOT enter a $ before the number, and do not enter a range of numbers. If there is no answer, enter a 0 (zero).

Figure 3.

Question 6. “About how much will you and all members of your party have spent elsewhere in Palm Beach County during this outing?” also has one column in the data sheet, column AQ. Enter the whole dollar amount indicated on the survey – round up or down to the nearest dollar or take the mid-point if answer is a range (as necessary.) Do NOT enter a $ or a range of numbers, only enter the number. If there is no answer, enter a 0 (zero).

AP

Q5. Total $ Spent at Organization

150

78



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Question 7. “Overall, how satisfied are you with your visit and experience today?” has five columns in the data sheet, columns AR through AV. Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other four columns blank.

Question 8. “What is the city/state/zip code/country of your primary residence?” has four columns in the data sheet, one for each geographic indicator, columns AW through AZ (see figure 4).

Figure 4.

Question 9. “Are you a Palm Beach County resident …?” has three columns in the data sheet. The columns are BA through BC. Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other two columns blank.

Question 10. “Are you staying in a Palm Beach County hotel, motel, bed & breakfast, etc.?” has two columns in the data sheet. The first column is labeled “Yes”. The second column is labeled “No”. If the response “Yes” is marked on the survey, enter a 1 in column BD. If the response “No” is marked on the survey enter a 1 in column BE, then skip to Question 11.

Question 10a. “How many nights” has one column in the data sheet, column BF. In column BF enter the number of nights indicated on the survey.

Question 10b. “How many rooms is your party using each night?” has one column in the data sheet, column BG. In column BG enter the number of rooms indicated on the survey.

Question 11. “What motivated you to come to Palm Beach County?” has seven columns in the data sheet, columns BH through BP. Enter a 1 only in the columns that correspond with the answers on the survey. Leave the other columns blank. Please note that “Other” verbatim text is to be entered into column BP.

AW AX AY AZ

Q8. Primary City Q8. Primary State Q8. Primary Zip Code

Q8. Primary Country

Lake Worth Florida 33463 US



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Question 12. “Who in your group decided/suggested a visit here? has two columns in the datasheet. The columns are BQ and BR. Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other column blank.

Question 13a. “In what age group do you fit?” has six columns in the data sheet, columns BS through BX. Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other five columns blank.

Question 13b. “What is your race/ethnic background?” has seven columns in the data sheet, columns BY through CE. Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other six columns blank.

Question 13c. “Gender” has two columns in the data sheet, columns CF and CG. Enter a 1 in the appropriate column, leaving the other column blank.

If supplied, enter the visitors “Name” in column CH, followed by “Address” in column CI, “City” in column CJ, “State” in column CK, “Phone Number” in column CL, and “E-mail Address” in column CM.

Question 14a. “What age is this person?” has six columns, one for each age category. The columns are CN through CS. Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other column blank. All of these columns should be blank if question 12 is “Self”.

Question 14b. “This person is…?” has seven columns, one for each race/ethnicity category. The columns are CT through CZ. Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other column blank. All of these columns should be blank if question 12 is “Self”.

Question 14c. “Is this person male or female?” has two columns in the datasheet. The columns are DA and DB . Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other column blank. Both of these columns should be blank if question 12 is “Self”.

Question 14d. “Is this person a Palm Beach County resident or visitor?” has two columns in the datasheet. The columns are DC and DD . Enter a 1 only in the column that corresponds with the answer on the survey. Leave the other column blank. Both of these columns should be blank if question 12 is “Self”.



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Room Rate is entered in column DB. This information is provided by a separate survey conducted by the Tourist Development Council. Room rate information (released monthly and posted at the PBCCC website) for a given month will be delayed for approximately two months and will need to be entered once received. For example, room rate information for December will be released at the beginning of February and this information will need to be entered retroactively into the data entry template for surveys completed in December.



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PRINTING THE REPORTS:

To print the report simply select the report pages to be printed by clicking on the appropriate tab, holding down the shift key to include all those you wish to print. Select print.

To print the Attenders page, the print area must first be set. To set the print area highlight only the columns and rows to be printed, then click on “File”. The drop-down menu will appear, select “Print Area”, then click on “Set Print Area”. Now print the page. The print area must be set each time the Attenders page is printed. This is not necessary for the report pages, only the attenders page.



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FAQ(Frequently Asked Questions)



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Q “Most of our organization’s attendees are subscribers who attend most of our performances. If we put a survey in our program at each performance, we think we will be interviewing the same people every time. What can we do to prevent this?”

A A suggestion was given to PBCCC to prevent repeated survey completion, and we feel it is a good one. If the same subscribers represent the majority of attendees at every performance (majority being 80% or more of attendance from subscribers), and if your schedule attracts basically the same audience (example: Nutcracker performances attract an audience who normally do not attend ballets), surveying by tier would prevent continuous subscriber surveying. During the first set of scheduled performances, only attendees sitting in the first tier would be surveyed. The next series of performances would have the second tier surveyed, and so on.

Q “We design our own survey from the one that you supply, however the survey is a bit long for the space we have available. Which questions are required to be on our survey and which are optional?”

A The survey includes only the questions required for your grant application.

Q “We do not have staff available to conduct interviewing and/or the data entry of our surveys. Is there someone who can do this for us?”

A Profile Marketing Research can conduct the data entry and run reports; cost would be $1.25 per survey. Cost for data collection (interviewing) can be provided on request. If your organization is interested in these services, please contact Michael Jennings at 561-965-8300 extension 143.

FAQ



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Q “Some of our survey participants mentioned that we should be asking questions about what type of performances we should be showing. Can we add questions to the survey that relate to our organization’s offerings?”

A The PBCCC survey is yours to use as a basis for learning about your visitors, and it is encouraged to add whatever additional questions you see useful in order to better meet visitor needs and expand your visitor base. For data entry, you must abide by the pre-assigned columns in the Excel document. Any additional data entry from questions not in the PBCCC’s supplied survey should be entered after the columns used for that survey’s purpose. It is important, however, not to enter data between columns FK and GF, or enter records after row 9,999. Additionally, report pages would have to be added to the end of the provided Excel document.

Q “Why is my quota different from another organization’s?”A Quotas were created on the basis of estimated attendance size,

organization type, the frequency and diversity of programs/ offerings of each organization, subscriber percentage, and the need for statistically quantifiable results.

Q “What is the best way to get people to complete the surveys?”A First and foremost, approaching visitors with a pleasant and

professional manner is the best way to get visitors interested in participating. Second, letting the prospective participant know that their opinions are very important to the organization also helps with encouraging participation. If you are still experiencing repeated refusals, try using an incentive. Most people will be willing to participate if only by being offered a small ‘thank you gift’ such as a pen with the organization’s name on it, or if they are eligible for a drawing for season tickets, a special prize, etc.

FAQ (continued)



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CUSTOMIZING THE DATA ENTRY TEMPLATE



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After downloading a copy of the data entry template from the PBCCC website, you will need to customize the header of every sheet to reflect the fiscal year, your organization name, and the survey type (museum, special event, performing arts).

Revising the Headers:Open the Excel file and click on the ‘Report 1’ tab (at

bottom of screen). While holding down the ‘Shift’ key, click on the ‘Attenders’ tab. (All tabs between ‘Report 1 and ‘Attenders’ should be selected and in white.)

In the Header Section, update the text that reads ‘ORGANIZATION NAME/TYPE’ and ‘FISCAL YEAR 2012 (10/1/11 – 9/30/12)’ with the appropriate information.

Clicking on the ‘Data’ tab will unselect the other sheets.You can then double-check each tab by clicking and

viewing each one individually.Save the file to retain the changes you just made.

As always, be careful not to change or add anything to columns FK through GF, or to rows after 9,999 on the ‘Data’ tab.

Customizing The Data Entry Template

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