In the collection of survey data, we generally have three goals. The first is to get the data. The second is not to incur bias in the data collection. The third is to be as polite as possible in the data collection. If we can accomplish these three goals, we will have succeeded in our mission. Let's look at them one at a time.

First, to get the data, we need to be positioned where the visitors are. This will vary from institution to institution and will depend on whether the surveys are entry surveys, exit surveys, or special exhibition surveys. Finding the right spot and set up will require coordination with the host institution. Next, the survey workers need to look and act as professionals. Dress should be appropriate to the institution, and workers need to be enthusiastic and personable. There are great differences in response rates to surveys depending upon the survey team.

Second, we have to guard against bias. This is done by conducting the intercepts in a systematic fashion. Although the details will vary somewhat from institution to institution, basically what we need to do is to first determine the days of the week and times of day that we will be collecting information. These choices should mirror the frequency of visitation data from the institution. Next, the number of surveys to be collected during each survey time period has to be determined. Finally, a system for intercepting and approaching visitors has to be established. Usually every nth visitor is selected for an interview. What does nth mean? In a setting that has a lot of visitors coming by on a regular basis, this could be, say every 4th visitor should be intercepted. If the traffic is slower, it could be every 2nd visitor. It is necessary to first gauge traffic flow, then set a figure and stick with it.

Third, we need to be polite, unfailingly polite. People don't visit cultural institutions in order to complete surveys. They are doing us a favor. Even if there is a small gratuity for completing the survey, it is still a favor. If people are reluctant to complete a survey, do not badger them; wish them a pleasant day at the institution. If people have a question about the survey or research, do your best to answer. If you don't know, say you don't know. If they have a question about the institution, direct them to institution personnel. When they have completed the questionnaire, thank them for their participation.

So how do we set this up and actually do it? Usually with a table and chairs located close to, but not impeding the main traffic flow. Questionnaires should be sitting in front of chairs on the table, ready to go (like placemats in a restaurant). There should be pencils or pens next to the surveys. If you are using pens, take the caps off and keep them away from the table so they don't "walk away." One person should work the table and the other should be the interceptor. Each person should have an identifying tag that says, “Survey Researcher” or something similar.

The interceptor should begin the work by counting off the requisite number of individuals and then approach the nth visitors with a smile and a clipboard. The interceptor should say something along the following lines,

"Hello, I'm with the (Name of the Institution) and we're conducting a brief survey today. It concerns your reactions to the institution, and we'd really appreciate it if you could give us just a few minutes of your time to give us your thoughts. It will only take a few minutes."

If they agree, escort them to the table and hand them off to the table person. Then return to the intercept spot and begin again. Make sure there is a spot available at the table before inviting someone to participate. If a person declines, wish them a pleasant day at the institution, and note on your clipboard sheet their gender, approximate age, the number of people in their visiting group, and whether the person appeared to be an international visitor.

The table person is in charge of greeting people as they arrive, telling them that the survey is to be completed by them, and answering any questions they may have. You should also make sure that the person completes the whole questionnaire, if possible. Sometimes people forget to turn it over. When they are done, thank them, put their questionnaire in the box or envelope provided, and get the space prepared for the next respondent. If there is a gratuity, this is the time to give it to the person.

Usually, this process goes fairly smoothly. The key is politeness, enthusiasm, and dedication to the task. When the requisite number of questionnaires has been completed, they should be all secured in the envelope, and the survey space should be completely free of all materials related to the survey. The institution may or may not have you take the table and chairs to some locale.