What Matters to Stakeholders? Measuring Values at a University Museum

Abstract

Perceptions of museum performance may be linked to individual values. This study asked members of different groups that hold a stake in a university museum (e.g., Alaska Native, Art Community, Business Community, Donors/Museum Members, Military Leaders, Science Community, K–12 Teachers, University Leaders) what they valued about their museum's performance. Results indicate that key differences exist with respect to performance indicators among some groups; however, stakeholders as a whole highly value indicators related to the human face of the museum and the collections. Museums can use these results to develop and pursue appropriate goals for specific audiences and to develop performance reports that matter to stakeholders.

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