Hub Exit Survey
The Hub Exit Survey is an annual national museum and gallery visitor profiling survey conducted for the Museums Libraries and Archives Council (MLA) by Ipsos MORI.
In 2003, a baseline study was conducted in 45 museums and galleries across England, thus providing data on the profile of visitors to museums and galleries across the country, as well as information about visitor satisfaction and attitudes towards museums and galleries. The research has since been repeated each year.
The major objectives of this research are to:
In 2003, a baseline study was conducted in 45 museums and galleries across England, thus providing data on the profile of visitors to museums and galleries across the country, as well as information about visitor satisfaction and attitudes towards museums and galleries. The research has since been repeated each year.
The major objectives of this research are to:
- Collect reliable and accurate data on the profile of visitors to museums/galleries in the regional hubs
- Use the data to assess the success of the Renaissance investment both now and throughout the coming years Important notes regarding the data
- 16-18 is renamed 16-17
- 19-24 is renamed 18-24
- 65+ is renamed 65-69
The survey questions vary each year and as a consequence data is not available for all questions for each survey period. Where the question was not asked and the response could not be inferred from responses to other questions, a blank (undefined) value has been used. For integrity purposes, where a response is not applicable, a blank value has been replaced by “Not applicable”.
In particular, please note the following:
2004: Main reasons for visit
Where the respondent answered yes to "Been before and wanted to come again" or "Been here before come back", the response to "Reason: revisit" is set to yes.
Where the respondent answered yes to "To use the museum/gallery facilities" or "To use the café/toilets", the response to "Reason: use facilities" is set to yes.
Gained new knowledge, Enjoyable visit, Visit inspired me, Feel more tolerant, Feel motivated to do something
In 2003, the response options to these questions were AGREE, DISAGREE, DON'T KNOW, NO ANSWER. Therefore be aware that data for these questions in 2003 on a scale from STRONGLY AGREE to STRONGLY DISAGREE may not be truly reflective of the respondents sentiments.
Approximate age band and True age band
The age bands used in 2003 differed from subsequent years.
TRUE_AGE_BANDS data is the original age band data returned.
APPROX_AGE_BANDS data renames categories as follows:
There has been no manipulation of data due to the change of category, therefore users must be aware that 2003 data for APPROX_AGE_BANDS is not accurate.
Live in the UK or overseas: Do you currently live in the UK or overseas?
Where no data is available, the data has been inferred from the UK_RESIDENCE data. Incomplete/invalid postcodes have been translated to 'No answer'.
Other visits in past 12m: How many times have you been to any other museum/gallery in the past 12 months?
In 2005, this question was split into UK and International museums/galleries. In order to facilitate comparisons across the years, data for this (UK and International combined) has been inferred from the the individual UK and International responses using a matrix as below:
| International | ||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | Key | ||||
| UK | 1 | 2 | 3 | 4 | 5 | 5 | 6 | 7 | 1 | 1 | 1 | 1 | Once | |
| 2 | 3 | 4 | 5 | 5 | 5 | 6 | 7 | 2 | 2 | 2 | 2 | Twice | ||
| 3 | 4 | 5 | 5 | 5 | 5 | 6 | 7 | 3 | 3 | 3 | 3 | 3 times | ||
| 4 | 5 | 5 | 5 | 5 | 6 | 6 | 7 | 4 | 4 | 4 | 4 | 4 times | ||
| 5 | 5 | 5 | 5 | 6 | 6 | 7 | 7 | 5 | 5 | 5 | 5 | 5-10 times | ||
| 6 | 6 | 6 | 6 | 6 | 7 | 7 | 7 | 6 | 6 | 6 | 6 | 11-20 times | ||
| 7 | 7 | 7 | 7 | 7 | 7 | 7 | 7 | 7 | 7 | 7 | 7 | 21 or more times | ||
| 8 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 8 | 8 | none | ||
| 9 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 9 | 9 | 9 | 9 | Can't remember | ||
| 10 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 10 | No answer | ||