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Instructions for the application of the questionnaire

This is important:

1    Rcad instructions fully with your questionnairc beside you.

2    Always use a pencil—nevcr a ball-point or pen.

3    Be suro to circle only the correct number that is beside tho answer given to the question asked.

4    Questions asked must have an answer or expla-nation why they are not answered.

5    Doadlino dato must be met.

6    If you have contracted to do this study it must be completed according to instructions, or payment can be withheld.

7    If any probiems arise, contact your supervisor immediatcly.

Introduction

Most of the countrios in the world have museums and art gallerles which contain works of art on display for the generał public to see. Countless books containing reproductions of works of art are sold and reproductions of works of art hang in many houses. Art is a subject which is part of the curriculum in many school Systems in countries around the world.

Nonę the less, very llttle is known about the attitudes of the average person to art, his familiarity wlth it, the ways in which he judges it or the words ho uses to talk about it

This study has been commissioned by Unesco's International Council on Museums to help inereaso tho knowledge about art and the average person. It is hoped that the study will provldo a wealth of Information for those who aro concerned with bringing works of art to the attention of the public—people such as art gallery directors, museum directors, educators, etc.

The study in Toronto Is the pilot test. If the study proves successful, it will be repiicated in cities all over the world. This means that we are given both the honour of being the first company to do this typc of research and the responslbility of dolng an excellent job.

Tho study has been designed with a great deal of care in order that it may meet the high standards required by soclal sclentlsts of a research proJect and In ordor that it may bo repiicated in other cities. Our methods will come under the closest scrutiny by experts, so It Is vital that we adhere strictly to the procedures outlined In the questionnaire and instructions.

Whom to interview

The respondent is to be a małe or a female who is at least 15 years of ago on the datę of the interview. We havo set no sex or age quotas. Instead, at each house-hold, the selection of the person to be interviewed will be done by means of the procedurę outlined below.

The person who answers the door is to list the name and positlon in the household of every person 15 years or morę who lives in that household and to State the day and month of each person's birthday (e.g. John, head of household, November 13). All positions in the household are to be in relation to the head of the household—for example, son of the head of tho household, or mother of tho head of the household, etc.

The person to be interviewed is the person 15 or older whose birthday comes soonest after the datę of the intervlew. For exarnp!e, if the interview Is conducted on October 18th, solect the individual 15 or over whose birthday follows most closely after October 18th. If that person is not available to be interviewed you should ask to interview the person of the same sex whose birthday foilows next after the datę of tho interview, otc. Only one person in a household may be lntervlewed. Notę that no callbacks are to be madę.

Whcrc to intcrvicw

You will find your starting points listed on your wago sheet. Each starting point is a Street intersection. You aro to start with the corner house at that intersection and follow the path described on the ycllow Random Path sheet in your kit. Go to every second household on that path. No callbacks are to be madę. Do not attempt lntorviews in business buildings, factories, etc.

You will be completing ten interviews per starting point and twelve at the last starting point.

Piease notę that, although you havc been assigned spare starting points to be used as replacements in the evcnt that your starting points cannot be used, you must have a very good reason for using the spares and you must get permission from the Office to repiace a starting point before doing so.

Intervlewlng In apartmenl bul/dlngs Apartment buildings are to be treated as If they were blocks of houses. Once you have selected the floor on which interviewing Is to be done, start at one end of the hall and go to every second apartment, alternating from side to sldc of tho hall. We have speclfiea the order in which the floors are to be selected on the last page of the questionnaire. It is essential that you follow this order.

When to intcrviow

All łntorviewing Is to be done in the evening on week-days and durlng the daytime on Saturdays in order to allow men and working women to bo represented In the sample.

We cannot specify how long you must spend on each frip to your interviewing location, but piease spend as long as possible on each trip in order to avoid incurring high por-lntorview travel. We have hopes that you will manage to average two interviews per evening and four per Saturday trip. If you can do moro we will be dollght-ed, of course.

The card decks

Your kit will contain twenty-three decks of cards (iden-tified by the letters A to W), each deck containing ten cards (identified on the back by the numbors 1 to 10). Each card contalns a reproduction of a palntlng. Piease guard theso with the utmost care—we do not have replacements for many of the cards.

In each lnterview you will use four of these decks—a major deck and three minor decks. You will ask qucs-tions 5 to 8 with the major deck, 9 and 10 with the first minor deck, 11 and 12 with the second minor deck and 13 and 14 with the third minor deck.

The letters of the decks to be used and the order In which they aro to bo used are written at the top of the first page of the questionnaire. It is absolutely essential that you follow this order in every case.

The quostionnaires have codę numbers and it is nccessary to complete the questionnaires in numerical order, so that the lowest number is done first and the highest number last—for examp!e, doing number 53 first, 54 second, 55 third and so on.

When showing the cards to the respondent you must bc suro that, when ho looks at them, he sees them right-side up. There are twenty-nine cards for which there is no way to judge right-slde up by the picture itself. We have written the number on tho back of each card in such a way that you can use the following procedurę to ensurc that It Is right-slde up:

Looking at the back of the card, turn the card around until the number on the back is in the lower left-hand corner. Turn the card ovor as if it were the page of a book. You will now bo looking at the card right-side up.

Shufflfng the cards

Several times in the lntervlew you are asked to shuffie one of the card decks. Piease do so thoroughly whonever requlred but as unobtrusively as possible—plcklng the cards up in a random order or something of this sort. It is important to avoid giving tho respondent the feeling that he is being tested.

This study is not a test of the respondenfs know-lodge. You must make certain that the respondent does not do this study with the attltude that he is being tested or judged. Piease explain to hlm that we are gathering information about opinions in the populatlon and that there are no rlght or wrong answers.

Rccording forms

You must fili out the recording form to indicate the result of each contact you attempt. If the respondent is foreign-speaking record the language. If he refuses to be intervlewed record the reason. Notę that "not know-ing anything about art" is not a reason, sińce knowledge about art is not a qualification of the study.

Probing open-end quostions

Excellent probing for all opon-ond questions is essential. If the probing is rcally good the open-end questions will yield a great wealth of Information about attitudes and opinions of pcoplo about art, thelr preferences, their standards for Judging works of art and the words they uso in discusslng art. If the probing is poor these ques-tions will be useless.

The words the respondents use In answering the open-end qucstions must be recorded verbatim. Do not edit or change their wording. We want to know what terms people use when discussing art Because art is a rather abstract subject, it is quite possible that respondents may have difficultyin express-Ing themselves. If this Is the case they may start talking in vague goneralitios—"it is all confused, it is just a mess", etc. This type of answer is quite useless unlcss It is probed further. You must probe to get the respondent to express himself precisely and in detali about the specific attrlbutes and quallties of the picture. Answers such as "nlce”, etc., must be probed fully to fmd out what cxactly it is that is "nice" and why and in what way.

The rospondent may volunteer one answer and not go any further on his own even though he may havo morę to say. You must also probe oxhaustlvely, to make surę the respondent says everythlng he can in answer to your question, both for this reason and because your probes may stimuiate further thoughts.

While probing, howevor, be careful never to prompt the respondont. You must not put words in his mouth by anything you say. Furthermore, you must be careful to be as objective as possible in order not to influence him by your facial expressions, your tono of voico or your manner.

The questionnaire

Scction A

The front page

Tho codo numbors at the top of the page will indicate the order In which the quest!onnaires are to be done —the lowest number first and the highest number last.

Tho lottor of the major deck Is written in, and the letiers of the first, second and third minor decks are rocorded in the proper order. Piease transfer thesc letters to tho appropriate places wlthln the questlonnaire (pages 6, 9, 10 and 11) before you start interviewing.

Record the area number in the space provided inside the box.

Selection of respondent

Record the name, position in the household (with rela-tion to the head of the household) and day and month of birth of overy person 15 years or over who lives in the household. Use the birthdays to determine who is to be interviewed in the manner described above.

Hand tho respondent typed card no. 1 to introduce the study.

Questlon 1

For trade or technical schools and for education beyond high school, specify the name and the type of school.

Question 2

For each level of education, determine whether the rospondent had any kind of art Instruction or classes as a part of the regular classes and probe for a fuli description of this instruction. We are Interested In any kind of art work—drawing, painting, sculpture, collages, murals, art history, etc. Get fuli dctalls.

Questlon 3(a)

Ask for both father and mother of the respondent. Record name and type of school If beyond high school.

Questlons 3(b) (c)

Ask for respondenfs mother, then repeat for respondenta father. Agaln, record name and type of school if beyond high school.

Qucstlons 4(a) (b)

These questions are concerned with art work of any sort done apart from the rospondenfs formal schooling. Probe for fuli details.

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