Book Chapter

Researching online Museums: Digital Methods to Study Virtual Visitors

N Grincheva, levenberg lewis, Neilson Tai, Rheams David

Research Methods for the Digital Humanities | Springer | Published : 2018


This chapter focuses on the application of visitor studies methodologies to museums as cultural institutions that incorporate digital media into their cultural programming and social activities. It provides a comprehensive guide to three types of research methods employed by contemporary museums to study online visitors: quantitative, behavioral and qualitative. Illuminating how traditional museum visitor research tools informed emerging digital methods, the chapter describes important procedures of online museum audience studies. Step by step, three sections introduce more sophisticated online methods, which add new dimensions to the understanding of virtual visitors.

University of Melbourne Researchers