Quality evaluation and quality metrics in the cultural sector

Abstract

This paper aims to present and analyse methodological perspectives that focus on qualitative and quantitative audience evaluation procedures in cultural organisations. Audience qualitative surveys are illustrated through different types of surveys related to the arts. The technological era proclaims its presence with new tools emerging for the accumulation of information and data, i.e., novel platforms, quality metrics, social media - that present the needs and behaviour of the audience through the evaluation process. Based on the theory of Holden (2006, 2009) the intrinsic, instrumental and institutional value of the arts is proposed for qualitative evaluation. Emphasis is given to the evaluation survey with 'meaning' that provides quality data about the intrinsic and instrumental value of cultural organisations, required even more imperatively today, as evidence for further funding.