Norwich Heritage Open Days Event Evaluation Report 2009 Norwich Heritage Open Days Event Evaluation Report October 2009 Prepared By The Market Research Group (MRG), Bournemouth University, On Behalf Of Norwich HEART Market Research Group Page 1 Norwich Heritage Open Days Event Evaluation Report 2009 Executive Summary ¾ 56% of respondents interviewed were from the Norwich area ¾ 44% had heard of Norwich HEART ¾ 19% had previously heard about Norwich HEART’S work but did not associate in with them ¾ 55% had read the Norwich HEART leaflets ¾ 63% of respondents perceive “Heritage” to be about Pride in our Past ¾ 42% of respondents say Heritage is an occasional interest ¾ 65% think that its Very important to safeguard Norwich’s heritage ¾ 60% of respondents think that its important to invest in safeguarding Norwich’s heritage because “our children need to understand the past ¾ 67% of respondents say that the history of Norwich and its historic buildings are important to them ¾ Norwich Castle is rated the most interesting building and St James’ Mill is the least interesting. ¾ If visitors have not previously visited any of the buildings the main reason given is because they didn’t know where the buildings were ¾ 60% have visited other heritage buildings and events elsewhere in the UK ¾ Norwich’s Medieval Flint Churches was rated the most important part of Norwich’s heritage by 58% or respondents and Norwich City Football Club was the least at 20% ¾ 42% of those interviewed were there because of the HOD ¾ 44% had heard of HOD before ¾ 75% had visited before and enjoyed it and that was their main reason for visiting it again this time 88% said their secondary reason was because it was a free day out. ¾ 93% would recommend the HOD to friends or family ¾ 56% would visit again ¾ Not having to book in advance was the biggest encouragement for visiting again in 2010 by 33% ¾ The vast majority 40%, didn’t see any promotional material but brochures were picked up by 19% Market Research Group Page 2 Norwich Heritage Open Days Event Evaluation Report 2009 ¾ 71% of respondents do not belong to any heritage organisations ¾ 70% of respondents are interested in History and museums ¾ 59% were Female and the majority 22% were aged 55 to 64 years old ¾ Only 4% were of some other ethnic background than White ¾ 9% had a variety of disabilities ¾ 63% of respondents preferred not to divulge their income ¾ 41% were married and 39% were single ¾ Between 28% & 37% were interested in receiving open day brochures and newsletters. Market Research Group Page 3 Norwich Heritage Open Days Event Evaluation Report 2009 Contents 1: Background ................................................................................................................................6 1.1: The Market Research Group ..............................................................................................6 1.2: Norwich HEART– Heritage Open Days Research............................................................7 2: Research Aims & Objectives ....................................................................................................8 2.1: Research Aims ....................................................................................................................8 2.2 Research Objectives ............................................................................................................8 3: Outline Methodology .................................................................................................................9 3.1: Research Design for Face to Face survey or supervised self completion ...................9 3.1.1: Target Population ...........................................................................................................9 3.1.2: Sampling Method............................................................................................................9 3.1.3: Sample Size..................................................................................................................10 3.1.4: Fieldwork Timing...........................................................................................................10 3.1.5: Data Collection .............................................................................................................10 3.1.6: Maximising Response...................................................................................................11 3.2: Questionnaire/interview Design ......................................................................................11 3.3: Data Analysis and Reporting ...........................................................................................11 3.4: Quality Assurance.............................................................................................................11 4: Results ......................................................................................................................................12 4.1: Where do you live? ...........................................................................................................12 4.2: Have you heard of Norwich Heritage Economic & Regeneration Trust or Norwich HEART? .....................................................................................................................................13 4.3: Have you heard about any of Norwich HEART’s work or publications but not associated them with Norwich HEART? ................................................................................13 4.4: Which Norwich HEART work have you heard about?...................................................14 4.5: Please say where you have seen HEART’s work previously? .....................................14 4.6: What is your perception of term “Heritage”? ................................................................15 4.7: How interested are you in heritage? ...............................................................................15 4.8: How important do you think it is to invest in safeguarding Norwich’s Heritage? .....16 4.9: Why do you think that it is important to invest in safeguarding Norwich’s Heritage? ....................................................................................................................................................17 4.10: Which of these are important to you? ..........................................................................18 4.11: What do you think of the following buildings in Norwich? ........................................19 4.12: If there are any of the above that you haven’t visited, please tell us the main reasons?....................................................................................................................................25 4.13: Have you visited any heritage buildings or events elsewhere in the UK in the last 2 years? ........................................................................................................................................26 4.14: If yes, what have you attended?....................................................................................27 4.15: How important do you think the following are as part of Norwich Heritage? ..........28 4.16: Please name any other buildings or locations that you consider an important part of Norwich Heritage? ...............................................................................................................32 Market Research Group Page 4 Norwich Heritage Open Days Event Evaluation Report 2009 4.17: Are you here as part of Heritage Open Days? .............................................................33 4.18: Had you previously heard about the Norwich Heritage Open Days?........................34 4.19: Which of these are your main or secondary reasons for visiting the Norwich Heritage Open Days? ...............................................................................................................35 4.20: Would you recommend the Heritage Open Days to friends and or family? .............36 4.21: How likely would you be to visit a Heritage Open Day in Norwich in the future?....36 4.22: What could encourage you to attend a Heritage Open Day in the future? ...............37 4.23: Did you see any adverts or promotional material in any of the following for the Open Day?.................................................................................................................................38 4.24: Do you belong to any of the following Heritage organisations? ...............................39 4.25: Do you belong to any other heritage related organisations? ....................................39 4.26: Which activities are you interested in? ........................................................................40 4.27: Gender?............................................................................................................................41 4.28: Age? .................................................................................................................................41 4.29: Ethnicity?.........................................................................................................................42 4.30: Disability? ........................................................................................................................42 4.31: Type of disability?...........................................................................................................43 4.32: Socio Demographic Group? ..........................................................................................43