MORE ASIAN ART EXPERIENCES: 
VISlT.OR PREFERENCES AND RESPONSES TO 
TWELVE cEh7TURIES OF SEARTFROM THE&WPERLQL COLLEClTON 
Institutional Studies Office 
Smithsonian Institution 
i 
! 
I 
MORE ASIAN ART EXPERIENCES: 
VISITOR PREFEXENCES AND RESPONSES TO 
TWELVE CENTURIES OF]APANESE ART FROM THE &lPERIAL COLLECTION 
Steven J Smith 
Andrew J. Pekarik 
July 1998 
Upon request, this report can be made available in larger type, Braille, audiocassette, 
or on disk using Word Perfect. Please contact the office at the address below. 
Institutional Studies Office 
Smithsonian Institution 
900 Jefferson Drive, S.W. 
Washington, D.C. 20560 
(202) 786-2289 
Report 98-7 
Abstract 
Twelve Centuries of Japanese Artfiom the ImperiaZ Collection was a special exhibition in the 
Arthur M. Sackler Gallery. This study was conducted primarily to replicate the results 
from the September, 1997 study of the Sackler exhibition Puja: Expressions of Hindu 
Devotion. The htitutional Studies Office collected data in a systematic survey of 
visitors at the Sackler Gallery main entrance, Twelve Centuries entrance, and the TweZve 
Centuries exit. 
Twelve Centuries visitors were more experienced with the Galleries compared to Sackler 
visitors during the Puja study. They included more Asians and more suburban 
residents. 
As in Puja, answers to questions about satisfying experiences with Asian art define two 
sub-groups of similar size among all visitors entering the Sackler and theTweZve 
Centuries exhibition. One sub-group consists of visitors who said (either in their first or 
second choice) that they find aesthetics most satisfying ("moved by beauty"); the other is 
composed of those who said that they find information most satisfying ("enrich my 
knowledge"). The third sub-group consists of those who chose something other than 
aesthetics or information as their most satisfying type of experience with Asian art in 
general. 
Out of every 10 visitors, three chose aesthetics information; three chose aesthetics 
but not information; three chose information but not aesthetics; and one chose neither 
aesthetics nor information. 
If we look at the first choice of most satisfying Asian art experience, we find that 
approximately one third (36%) chose aesthetics, one third (33%) chose information, and 
one third (31%) chose one of the other nine alternatives. 
Half (52%) of the visitors interviewed indicated that they had come to the Sackler to see 
the Twelve Centuries Exhibition. Twelve Centuries was most satisfying to visitors as an 
aesthetic experience. TweZve Centuries was less satisfying to visitors as an information 
experience. 
-1- 
Acknowledgments 
- 1  
We would like to acknowledge the individuals who worked with us on this study of 
visitors to the TweZve Centuries exhibition. 
Sarah Ridley, Assistant Head of Education for the Freer Gallery of Art and Arthur M. 
Sackler Gallery worked with us in coordinating the study. The exhibition curators, Jim 
Ulak, Curator of Japanese Art, and Ann Yonemura, Associate Curator of Japanese Art, 
helped us to determine what information from exhibition visitors would be useful to the 
staff. 
In the Institutional Studies Office, special thanks are due to Jean M. Kalata who co- 
ordinated the data collection and Kaya Townsend who assisted with every stage of the 
study, from pre-testing questionnaires to report preparation. 
Of course, without the Participation of nearly 500 visitors to the Sackler Gallery, this 
study would not have been possible. Their participation in the survey is appreciated. 
Zahava D. Doering, Director 
Lnstitutional Studies Office 
Table of Contents 
Abstract ........................................................................................................ i .. 
Acknowledgments ..................................................................................... u 
Table of Contents ........................................................................................ iii 
List of Figures ............................................................................................. iii 
Introduction ................................................................................................ 1 
Method ................................................................................................... 1 
Key Results .................................................................................................. 2 
The Visitors ........................................................................................... 2 
Experience Preferences ........................................................................ 2 
TweZve Centuries Visitors ...................................................................... 5 
Other Results ......................................................................................... 7 
Discussion ................................................................................................... 8 
Appendices 
A. Tables ...................................................................................................... 9 
B. 
C. 
1. 
2. 
3. 
List of Tables ......................................................................................... 9 
15 
24 
Responses to Questions in the Twelve Centuries Study .......... 
Survey Design and Implementation .................................................. 
List of Figures 
Most Satisfying Asian Art Experiences, 
First and Second Choice ................................................................ 
Most Satisfying Asian Art Experiences, First Choice Only ............ 
Most Satisfying Asian Art Experiences (Sackler Entrance and 
Twelve Centuries Entrance) vs. Most Satisfying Experience in 
TweZve Centuries (Exhibition Exit), First and Second Choices .. 
3 
4 
6 
Introduction 
Twelve Centuries of Japanese Artfrom the Imperial CoZZection, a special exhibition of 
Japanese painting and calligraphy, was presented from December 14,1997 until 
March 8,1998 in the Arthur M. Sackler Gallery. Because of the fragility of many of the 
items, the exhibition was presented in three installments, lasting approximately 3 weeks 
each.1 
This study was conducted primarily as a follow-up to the September, 1997 study of the 
Sackler exhibition Puja: Expressions ofHindu Devotion. That study indicated that the 
audience could be divided into three major groups based on the experiences with Asian 
art that visitors indicated were most satisfying to them. The three groups were 1) those 
who found aesthetic experiences most satisfying, 2) those who preferred information, 
and 3) those who preferred other types of experiences. The Puja study also indicated 
that visitors were most likely to choose infonnation as their most satisfying type of 
experience in the Puja exhibition? 
The TweZve Centuries study sought to replicate these results with a larger sample, at a 
different time of year, and with an exhibition that was less likely to be seen as an 
information experience. Additional questions asked visitors about aspects of the TweZve 
Centuries exhibition that were of interest to the Sackler staff. 
METHOD 
The Institutional Studies Office conducted a systematic survey of visitors at three 
locations: the SackIer Gallery main entrance, the TweZve Centuries entrance, and the 
TweZve Centuries exit. A total of 480 interviews were completed out of 514 attempts, 
giving an overall response rate of 93 percent. 
1 December 14,1997 - January 7,1998, January 13 - February 4,1998, and February 10 - March 8,1998. 
2 Pekarik, A. J., Doering, Z. D. & Kalata, J. M. (1998). The Asian Art Experience: Visitor Preferences 
and Responses to Puju: Expressions ofHindu Dmotion. (Report No. 98-4). Washington, DC: Smithsonian 
Institution. 
-1- 
Key Results 
THE VISITORS 
Comparing those who entered the Sackler Gallery during the TweZve Cenfuries exhibition 
with those who entered the Sackler Gallery during the Puja study (Table A-l), we find 
that those who came during TweZve Centuries were more suburban (43% vs. 26%), more 
likely to come with one or more companions (72% vs. 6O%), and more likely to be US- 
resident Asians (17% vs. 11%). 
TweZve Centuries visitors were also more experienced with the Galleries compared to 
Sackler visitors during the Puja study: 
0 a higher percentage of visitors during the Twelve Centuries study had visited both 
a higher percentage of visitors during the Puja study had never been to either the 
the Sackler and the Freer previously (55% v. 42%); and 
Sackler or the Freer previously (41% vs. 31%). 
EXPERIENCE PREFEZENCES 
Entering visitors were asked, "For a moment, look back on your experiences in Asian art 
exhibitions, and think about which ones were most satisfymg. I'd like you to choose 
from this list the one kind of experience that has tended to be most satisfying for you 
when looking at Asian art." Visitors at the end of the Twelve Centuries exhibition were 
asked, "For a moment look back on your experience in this exhibition, and think about 
what was most satisfying. I'd like you to choose from this list the one kind of 
experience that was most satisfying for you when looking at this exhibition." 
The same list of experience alternatives was used for both questions. The list offered 11 
options: (The words in parentheses are abbreviations used in this report.) 
I see my children learning new things. (children) 
I enrich my knowledge, gain information or understanding. (information) 
I feel a spiritual connection. (spiritual) 
I imagine myself in other times or places. (imagination) 
I am moved by the beauty of the art. (aesthetics) 
I think what it would be like to own such things. (own) 
I continue my professional development. (professional) 
I see old, rare objects and paintings. (rare objects) 
I share a relaxing visit with friends or family. (social) 
I recall my travels, childhood experiences, other memories. (memories) 
Other: (other) 
After one of these statements was selected, the visitor was asked for a second choice. 
-2- 
As in Puja, answers to questions about satisfying experiences with Asian art define two 
sub-groups of similar size among all visitors entering the Sackler and theTzuelve 
Centuries exhibition. One sub-group consists of visitors who said (either in their first or 
second choice) that they find aesthetics most satisfying (“moved by beauty”); the other is 
composed of those who said that they find information most satisfying (“enrich my 
knowledge”). The third sub-group consists of those who chose something other than 
aesthetics or information as their most satisfying type of experience with Asian art in 
general. 
If we graph both the first and second choices that visitors made on entering the Gallery 
or the exhibition, we find considerable overlap in these preference categories, as shown 
in Figure 1. (See also Table A-2.) 
Out of every 10 visitors, three chose aesthetics and information (solid black slices in 
Figure 1); three chose aesthetics but not information (shaded slices on the right); three 
chose information but not aesthetics (shaded slices on the left); and one chose neither 
aesthetics nor information (white slice). 
Figure 1 
Most Satisfvinrr Asian Art Emeriences 
First and Second Choice 
(In Percent) 
1 Other Pref. 
2 Other Pref. 
11% 
1 Other Pref. 
2 Aesthetics 
12% 
1 Other Pref. 
2 Illformati01 
8% 
1 Information 
2 Other Pref. 
21% 
3 
2 
1 Aesthetics 
Other Pref. 
22% 
23 
2 MOrrKlatiOIl 
14% 
1 Intormation 
2 Aesthetics 
12% 
Source: Table A-2 
-3- 
If we look at the first choice of most satisfymg Asian art experience, we find that 
approximately one third (36%) chose aesthetics (black bar in Figure 2), one third (33%) 
chose information (shaded bar in Figure 2), and one third (31%) chose something else. 
See Table A-3. Those who prefer experiences other than aesthetics or information can 
be further divided into two sub-types: those who prefer either spiritual or imagination 
(15%), and those who prefer either memory, social, rare object, or own (ll%).3 A 
spiritual or imaginative experience tends to be more private, introspective, and abstract, 
while memories, social, rare object or own imply a more direct connection to the 
external and the concrete. 
Figure 2 
Most Satisfvine Asian Art meriences (First Choice Onlv) 
(In Percent) 
0 5 10 15 20 25 30 35 40 
Source: Table A-3 
3The remainder consists of the 5% who prefer kids, professional development or other. The 
subdivision is based on patterns in the combinations of first and second choices. See Table A-2. 
4 
TWELVE CENTURTESVE~ORS 
Half (52%) of the visitors interviewed indicated that they had come to the Sackler to see 
the Twelve Centuries Exhibition, and another 11 percent came for other specific reasons. 
Visitors entering Twelve Centuries did not differ from visitors entering the Sackler 
Gallery in any demographic characteristics.4 
Twelve Centuries was most satisfymg to visitors as an aesthetic experience. Forty percent 
of visitors exiting Twelve Centuries said that their most satisfying experience in the 
exhibition was aesthetic. By comparison, 36 percent of entering visitors said that their 
most satisfying experiences with Asian art in general were aesthetic. (See Figure 3 and 
Table A-3.) 
Visitors to Twelve Centuries also found special satisfadion with rare objects and social 
experiences. They were more likely to select these two types of experience than 
entering visitors who were asked what was most satisfying for them about Asian art in 
general. (See Table A-4.) 
Twelve Centuries was less satisfying to visitors as an information experience. Although 
one-third of entering visitors said that they found information experiences most 
satisfying with Asian art in general, only 17 percent found such experiences most 
satismg in Twelve Centuries. 
When asked specifically if they learned anything new about Japanese art or history in 
the exhibition, eight in ten (82%) said that they had learned something new, and four in 
ten (43%) gave an example of leaming that could be categorized as infomati0n.5 
Seven in ten visitors (69%) said that they were surprised by something in the exhibition, 
primarily by the Westem-influenced oil paintings of the Meiji Period.6 
Despite the fact that over one-third of the entering visitors were oriented towards 
learning information about Asian art, the optional audio tour (with cassette player and 
headphones) was not p o p h .  Three out of four visitors (77%) noticed it, but only one 
in ten visitors (9%) took the tour.’ Younger visitors (under 30) were less likely to notice 
the audio tour, as were people who gave themselves above-average ratings in their 
knowledge of Asian art.8 
$They were different in some other ways, however (see Table A-4). Visitors entering the Sackler were 
more likely to have not visited the Freer Gallery the day of the interview, visitors exiiing TweZve Centuries 
were more Likely to say they intend to visit the Freer, and visitors entering Twelve Cenhtries were more 
likely to have already visited the Freer the day of the interview. These results imply that Sackler visitors 
were more Likely to visit the Freer only after they had seen TweZve Centuries, and that some who entered 
the Freer came to the Sackler later to attend the exhibition. 
5See Appendix B, 412 for details. 
6Appendix B, Q13. 
7Appendix B, QlO. 
sData on file, EO. 
-5 
aesthetics 
information 
spiritual 
imagination 
rare objects 
social 
kids 
memories 
professional 
Figure 3 
Most Satisfying Asian Art ExDeriences 
fSackler Entrance and Twelve Centuries Entrance1 
Most Satisfying Experience in SeZve Centuries (Exhibition Exit\ 
First and Second Choices 
(In Percent) 
VS. 
Choice 1 
40 
3 
3 
3 
3 
awn 
0tha 
0 10 20 30 40 
Source: Table A-3 
Choice 2 
aesthetics 
information 
spiritual 
imagination 
rare objects 
S o c i a l  
kids 
memories 
professional 
own 
other M3 
0 10 20 30 40 
-6- 
Self-rated Knowledge of Asian Art. Overall, visitors in this study rated their knowledge 
of Asian art relatively low. This may reflect a lack of confidence in the extent of their 
knowledge rather than actual low levels of knowledge. On the scale of one ten: 
-over half of the entering visitors (53%) rated themselves between 1 and 3, 
-onethird (35%) rated themselves between 4 and 6, and 
-the remaining 12 percent of visitors rated themselves between 7 and 10.9 
This is nearly identical to the knowledge of Asian art ratings that were given by visitors 
during thePuja study in September, 1997.10 
- Text. Visitors to Twelve Centuries appear to be positively disposed to reading text 
information, in general.11 
--26 percent of visitors exiting TweZve Centuries said they read nearly all of it; 
-altogether 57 percent of TweZve Centuries visitors said they had read more than 
half of all the Twelve Centuries texts. 
The percentage of visitors who read nearly all of the text is lower than was recorded at 
the Puja exit (43%) but the percentage who read more than half of the texts was higher 
(57% vs. 44%). 
Attendance at Art Museums. SacMer visitors attend art museums frequently. In the last 
year: 
-onethird visited 1 to 3 times, 
-four-tenths visited 4 to 12 times, and 
-onefourth visited 13 or more times.12 
Visitors in the Puja study attended art museums' in the past year with nearly identical 
frequency. 
9Appendix B, 45. 
lo (1-3 54%, e6.34%, 7-1012%) 
llAppendix B, Q11. 
12Appendix 8, Q21. 
-7- 
Discussion 
The Sackler audience during TweZve Centuries differed slightly from the audience during 
the Puja study, probably because the Sackler Gallery audience varies according to the 
special exhibition schedule and the length of time that an exhibitim is available. The 
Twelve Centuries audience was more experienced with the Galleries and more 
aesthetically oriented than those drawn to the museum during the Puja study. 
Nonetheless, the overall pattern of their satisfymg experiences with Asian art were very 
Similar. 
Once again an interest in information and aesthetics dominates these visitors' most 
satisfying experiences with Asian art in roughly equal degrees. 
Although visitors summarize their most satisfying experiences with Asian art in a 
consistent way across the two studies, these preferences do not prevent them from 
responding to each exhibition in a unique way. Puja was primarily appreciated as an 
information experience, whileTweZve Centuries was primarily appreciated as an aesthetic 
experience. Presumably every exhibition in the museum provides a different pattem of 
satisfying experiences. 
Some important questions about visitor preferences remain. 
satisfying to them in the Galleries as a whole? 
their expectations for this visit? 
or that they expect, do they mind? 
0 When visitors leave the Sackler or the Freer what kinds of experiences were most 
To what extent do the past satisfying experiences of visitors accurately represent 
If visitors do not have a satisfying experience of the kind that they usually prefer 
-8- 
Appendix A 
Tables 
1. Demographic Characteristics of Visitors, Puja Study and Twelve ............ 10 
Centuries Study 
and Second Choices, Sackler and Twelve Centuries Entrances 
Combined .................................................................................................... 12 
in Twelve Centuries ...................................................................................... 13 
(Sackler or Twelve Centuries Entrance) or the Twelve Centuries 
Exhibition (Exit) .......................................................................................... 14 
2. Most Satisfying Experiences with Asian Art, Combinations of First 
3. Most Satisrjrlng Asian Art Experience in General vs. 
4. Sigruficant Differences in Most Satisfying Experiences with Asian Art 
-9- 
Table A-1 
DemoPraDhic Characteristics of Visitors 
Puia Studv and Twelve Centuries Studv 
(In Percent) 
Sept. 97 12th century 
Sacklei Entrance I Sadder & Exhibit Entrance 
Gender 
Female 
Male 
Total 
Age 
12to 19 
20 to 24 
25 to 34 
35 to44 
45 to 54 
55 to 64 
65 or older 
Total 
Racial/Ethnic Identity 
Asian/Pacific Islander 
Minority 
African American/Black 
Hispanic/Nat. Amer./Multi 
White 
Total 
Racial/Ethni~ Identity - US Only 
Asian/Pacifie Islander 
Minority 
African American/Black 
Hispanic/Nat. AmerJMulti 
White 
Total 
Residence* 
~~ ~ 
Washington, DC 
MD/VA Suburbs 
Other US 
Foreign 
Total 
*Difference statistically sigruficant 
(~2(3,616)=16, pc.01) 
Institutional Studies Office 
48 
- 52
100 
2 
1 
19 
20 
29 
18 
- 11 
100 
17 
6 
3 
3 
- 77 
100 
11 
6 
3 
3 
- 83 
100 
17 
26 
48 
- 9
100 
-10 - 
53 
- 47
100 
4 
7 
15 
21 
24 
17 
- 12
100 
17 
6 
2 
4 
- 77 
100 
17 
6 
2 
4 
- 77 
100 
17 
43 
36 
- 4
100 
Table A-1 
DemoglaDhic Characteristics of Visitors 
h i a  Studv and Twelve Centuries Studv 
(In Percent) 
(cont'd) 
Sept 97 12th century 
Sackler Entrance Sackler & Exhibit Entrance 
Group Composition* 
Alone 40 
Pair of adults 41 
Several adults 14 
Adult(s) and child(ren) 4 
School/Tour /Teens - 0
Total 100 
*Difference statistically significant 
&2(4,632)=11, pc.05) 
28 
47 
14 
9 
- 1
100 
Education (ages 25 or older) 
High School Graduate or less 5 3 
AA/ Jr.Coll/Tech/Some College 7 9 
Ba&elor's/Some Graduate 35 35 
IvlA/PhD/Professional 54 - 52 
Total 100 100 
Visitor Type* 
New to Both Galleries 31 
New to Sackler only 11 
New to Freer only 4 
Familar with both galleries - 55 
Total 100 
*Difference statistically s i w c a n t  
&2(3,620)=9, pc.05) 
31 
8 
5 
- 56 
100 
Institutional Studies Office -11 - 
Table A-2 
Most Satisfirinv Emeriences with Asian Art 
Combinations of First and Second Choices 
Sadder and Twelve Centuries Entrance Combined 
(In Percent) 
Firstchoice Second Choice Percent Subtotals 
aesthetic information 142 14.2 
information aesthetic 11.3 11.3 
aesthetic spiritual 5.3 
aesthetic imagination 4.9 
aesthetic rare things 3.2 
aesthetic own 2.6 
aesthetic memories 2.6 
aesthetic social 1.4 
aesthetic other 1.3 
aesthetic professional 0.3 
aesthetic children 0.2 21.7 
information 
information 
information 
information 
information 
information 
information 
information 
information 
imagination 
rare things 
Social  
spiritual 
O W n  
children 
memories 
professional 
other 
5.5 
4.7 
2.7 
2.5 
1.6 
1.5 
1.5 
1.1 
0.8 21.7 
spiritual aesthetic 4.0 
rare things aesthetic 1.9 
children aesthetic 0.8 
memories aesthetic 0.6 
social aesthetic 0.6 
professional aesthetic 0.4 11.8 
imagination aesthetic 3.7 
First Choice Second Choice Percent Subtotals 
imagination information 1.6 
spiritual information 1.4 
memories information 1.4 
children information 1.0 
Social information 0.8 
O W n  information 0.4 
rare things information 0.2 7.6 
spiritual imagination 1.8 
spiritual social 0.5 
imagination spiritual 0.6 
imagination rare thjngs 0.4 
imagination own 0.3 
imagination social 0.3 
imagination chiidren 0.3 4,O 
rare things imagination 0.7 
rare things memories 0.6 
rarethings social 0.5 
rarethings children 0.3 
rarethings own 0.3 
memories spiritual 0.7 
memories rarethings 0.4 
memories imagination 0.4 
Social O W n  0.8 
social other 0.5 
Social memories 0.3 
social spiritual 0.2 5.6 
children spiritual 0.6 
children rarethings 0.5 
children own 0.2 
Othff other 0.8 2.2 
professional information 0.8 
professional spiritual 0.2 
Instifxtional Studies Office -12 - 
Table A-3 
Most Saiisf-vinv Asian Art Emerience in General vs. in Twelve Centuries Exhibition 
Choice 1 
Entrance Exit 
Preference 
Aesthetics 36 40 
Information 33 17 
spiritual 8 6 
Sackler/l2 Cent. 12 Cent. 
Imagination 7 7 
Rare Objects 5 11 
Memories 3 3 
children 3 3 
social 3 8 
Professional 1 1 
own 0 1 
Other - 1 - 2
Total 100 100 
Institutional Studies Office 
(In Percent) 
Choice 2 
Sackler/l2 Cent. 12 Cent. 
Entrance Exit 
23 20 
22 23 
10 7 
13 9 
9 16 
5 3 
2 0 
5 10 
1 4 
6 7 
3 - 0
100 100 
-13 - 
Choice 1 or 2 
Sa&Ier/12 Cent. 12 Cent. 
Entrance Exit 
~~ 
59 61 
55 40 
18 14 
20 16 
14 28 
8 5 
5 3 
8 18 
3 5 
6 8 
- 4 - 2
200 200 
Table A 4  
Simificant Differences in Most Satisfving Emeriences 
With Asian Art (Entrance) or the Twelve Centuries Exhibition (Exit) 
(In Percent) 
Sackler 12 Centuries 12 Centuries 
Entrance Entrance Exit 
Most Satisfymg Experiences (First choice only)* 
Aesthetics 
Information 
Imagination 
Rare Objects 
own 
soaal 
Memories 
Other 
Total 
*Differences Statistically Significant 
&2(20,480)=33.2, pc.032) 
spiritual 
. .  
Information Most Satisfying 
Selected as first or second choice 
Did not select at all 
Total 
*Differences Statistically Sigrulicant 
&2(2, 474)=9.5, pc.009) 
Rare Objects Most Satisfying 
Selected as first or second choice 
Did not select at all 
Total 
*Differences Statistically Sigdicant 
&2(2,474)=16.7, pc.01) 
Soaal Most Satisfying 
Selected as first or second choice 
Did not select at all 
Total 
*Differences Statistically Significant 
&2(2,474)=9.7, pc.008) 
38 
29 
9 
9 
4 
0 
1 
4 
- 6
100 
53 
47 
100 
8 
- 92
100 
7 
- 93
100 
34 40 
36 17 
5 7 
7 6 
5 11 
1 1 
4 8 
3 3 
- 5 - 6 
100 100 
56 
- 44
100 
40 
- 60
100 
17 27 
- 83 - 73 
100 100 
9 18 
9L - 82
100 100 
Institutional Studies Office -14 - 
Appendix B 
ResDonses to Ouestions in the Twelve Centuries Studv 
Total completed interviews: 480 
Sackler Entrance: 151 TweEve Centuries Entrance: 166 Twelve Centuries Exit: 163 
Qk Is today your first visit to the 
Sackler gallery? 
40% Yes 
60% No 
Qla: How many times have you been 
here before? 
(repeat visitors only: N=292) 
33% 1-3 
23% 4-9 
44% 10+ 
Q2 Did you visit the Freer Gallery 
today? 
14% Yes 
29% Intend to go 
57% NO 
Q3: Before today, have you ever 
visited the Freer Gallery? 
65% Yes 
35% No 
Q3a: How many times have you been 
there before today? 
(repeat visitors only: N= 317) 
41% 1-3 
21% 4-9 
38% 10+ 
Q 4  Aside from the Freer/Sackler, 
have you ever seen Asian art in a 
museum or gallery elsewhere? 
77% YeS 
23% NO 
Institutional Studies Office -15- 
Q4a: Where was that? (1st answer) 
(only those who answered the 
previous question: N=409) 
20% NY/ Phila/ Boston/ East Coast 
18% China/ Japan/ Taiwan/ Asia 
12% Metropolitan Museum of Art 
12% San Francisco/ Los Angeles/ 
Seattle/ West Coast 
9% London/ Paris/ Rome/ Europe 
9% National Gallery of Art / DC Other 
5% Chicago/Minneapolis/ midwest 
3% BostonMuseum of Fine Arts 
1% Atlanta/ Memphis/ southeast 
1% Canada 
1% Louvre 
1% Asian Art Museum of S.F. 
1% Art Institute of Chicago 
1% Walters Gallery (Baltimore) 
4% Unspecified 
Q 5  How knowledgeable would you 
say you are about Asian art on a 
scale from 1 (low) to 10 (high)? 
2% 10 
1% 9 
3% 8 
6% 7 
7% 6 
16% 5 
12% 4 
17% 3 
23% 2 
13% 1 
Average score: 3.8 (SD = 2.2) 
Median score: 3 
Middle 50% range from 
2to5 
Q6: Choose the one kind of experience most satisfying for you when looking at 
Asian Art. (choicel) 
(Sackler and exhibition entrance visitors only: N=317) 
36% 
33% 
8% 
5% 
3% 
3% 
1 Yo 
0 Yo 
1% 
7% 
3 Yo 
I was moved by the beauty of the art 
I enriched my knowledge, gained information or understanding 
I felt a spiritual connection 
I imagined myself in other times or places 
I saw old, rare objects and paintings 
I shared a relaxing visit with friends or family 
I recalled my travels, childhood experiences, other memories 
I saw my children learning new things 
I continued my professional development 
I thought what it would be like to own such things 
Other 
Q6a: Choose the one kind of experience most satisfying for you when looking at 
Asian Art. (choice2) 
(Sackler and exhibition entrance visitors only: N=317) 
23% 
22% 
13% 
10% 
9 Yo 
6 Yo 
5% 
5 Yo 
2% 
1 Yo 
3% 
I was moved by the beauty of the art 
I enriched my knowledge, gained information or understanding 
I imagined myself in other times or places 
I felt a spiritual connection 
I saw old, rare objects and paintings 
I thought what it would be like to own such things 
I shared a relaxing visit with friends or family 
I recalled my travels, childhood experiences, other memories 
I saw my children learning new things 
I continued my professional development 
Other 
Combined responses to Q6 
(Le., the percentage of visitors who gave these experiences as either of their 
two choices for most satisfying experience with Asian art:) 
(Sackler and exhibition entrance visitors only: N=317) 
59% 
55% 
20% 
18% 
14% 
8 Yo 
8% 
6 Yo 
5 Yo 
3% 
4 Yo 
I was moved by the beauty of the art 
I enriched my knowledge, gained information or understanding 
I imagined myself in other times or places 
I felt a spiritual connection 
I saw old, rare objects and paintings 
I shared a relaxing visit with friends or family 
I recalled my travels, childhood experiences, other memories 
I thought what it would be like to own such things 
I saw my children learning new things 
I continued my professional development 
Other 
Institutional Studies Office -16- 
Q6: Choose the one kind of experience most satisfying for you when looking at this 
exhibition. (choice 1) 
(only those who visited the exhibition: N=163) 
40% 
17% 
11% 
8% 
7% 
6 Yo 
3% 
3 yo 
1% 
1% 
2 Yo 
I was moved by the beauty of the art 
I enriched my knowledge, gained information or understanding 
I saw old, rare objects and paintings 
I shared a relaxing visit with friends or family 
I imagined myself in other times or places 
I felt a spiritual connection 
I recalled my travels, childhood experiences, other memories 
I saw my children learning new things 
I continued my professional development 
I thought what it would be like to own such things 
Other 
Q6a: Choose the one kind of experience most satisfying for you when looking at this 
exhibition. (choice2) 
(only those who visited the exhibition: N=163) 
20% 
16% 
10% 
9 Yo 
23% 
7 yo 
7 70 
4% 
3% 
0 Yo 
0% 
I was moved by the beauty of the art 
I enriched my knowledge, gained information or understanding 
I saw old, rare objects and paintings 
I shared a relaxing visit with friends or family 
I imagined myself in other times or places 
I felt a spiritual connection 
I thought what it would be like to own such things 
I continued my professional development 
I recalled my travels, childhood experiences, other memories 
I saw my children learning new things 
Other 
Combined responses to Q6 
(Le., the percentage of visitors who gave these experiences as either of their two 
choices for most satisfying experience with this exhibition:) 
(only those who visited the exhibition: N=163) 
61% 
40% 
28% 
18% 
16% 
14% 
8 Yo 
5% 
2 Yo 
5 yo 
3 yo 
I was moved by the beauty of the art 
I enriched my knowledge, gained infomation or understanding 
I saw old, rare objects and paintings 
I shared a relaxing visit with friends or family 
I imagined myself in other times or places 
I felt a spiritual connection 
I thought what it would be like to own such things 
I recalled my travels, childhood experiences, other memories 
I continued my professional development 
I saw my children leaming new things 
Other 
Institutional Studies Office -1 7- 
Q7: Was there something in particular 
that you came to see or do in this 
museum today? 
63% Yes 
37% NO 
Q7a: What was that? 
(only those who said 'yes' to the 
previous question: N=325) 
JAPAN RELATED: (87%) 
84% Twelve Centuries 
1% Genji 
1% To see Japanese Silks 
1% Japanese Wood block prints 
3% Chinese exhibit/ Silk Route 
exhibit 
CHINA RELATED (3%) 
SOUTH/ WEST ASIA RELATED: (2%) 
1% Puja 
1% Iranian Pictures 
OTHER SUBJECT AREAS: (1%) 
1% Buddhist& 
GENERAL: (7%) 
2% Gather information 
2% Gift shop/Museum shop/ 
Bookstore/Buy present/ 
Buy card 
To show Asian art to 
children/ Relative 
Lecture at the Freer Gallery 
1% 
1% Meet someone/Personal 
1% 
QS: Before today had you heard about 
this exhibition? 
(only those who visited the 
exhibition: N=163) 
73% Yes 
27% NO 
QSa. Where did you hear about it? 
(only those who said 'yes' to Q8: 
N=119) 
PUBLICATIONS (47%) 
30% Washington Post 
8% SImagazine 
7% Newspaper/Magazine 
unspecified 
2% NYTimes 
PERSONAL CONTACTS: (36%) 
29% Friend/Relative 
3% School/University 
2% Japan America Society 
2% Invitation/ SI Mailing 
10% Ad on the street 
2% World Wide Web 
2% Hotel 
1% Radio 
1% WETA 
1% Other 
OTHER: (17%) 
QSb. What had you heard about it? 
(only those who said 'yes' to Q8 
N=119) 
DESCRIPTIVE: (49%) 
40% Imperial/ 12 Centuries/ 
Japan/ That it's here 
6% From the private 
collection of emperor 
2% Large exhibition of 
Japanese art 
1% Japanese culture 
EMOTIONAL RESPONSE (34%) 
16% A must-see/Ekcellent/ 
Wonderful 
10% Interesting 
8% Beautiful 
RARITY/IMPORTANCE (9%) 
3% Rare collection 
3% Important Japanese 
2% First time outside of 
1% Historically Interesting 
Artists/Important Art 
Japan 
OTHER (8%) 
3% 
3% Genji 
1% That it surprisingly had 
more modem ar t  
1% Japanese paintings on silk 
That it's leaving in a week 
Q9. Before today have you visited this 
exhibition? 
(only those who visited the 
exhibition: N=163) 
15% Yes 
85% NO 
Institutional Studies Office -18- 
Q9a. How many times? 
(only those who said 'yes' to Q9: 
N=25) 
36% 1 
28% 3+ 
36% 2 
Q9b. When? [Excludes the current 
visit] 
(only those who said 'yes' to Q9: 
N=25) 
48% 
11% 
15% 
8 Yo 
5 yo 
5 yo 
9% 
First rotation only 
Second rotation only 
First and second rotations 
Third rotation only 
All three rotations 
Second and third 
First and third 
QlO. Did you notice that there is an 
audio guide for this exhibition? 
(only those who visited the 
exhibition: N=163) 
77% Yes 
23% No 
QlOa. Did you use it? 
(only those who said 'yes' to Q10: 
N=122) 
12% Yes 
88% No 
QlOb. Why not? 
(only those who said 'no' to Q10 
N=107) 
NO INTEREST: (34%) 
23% Like to look, not hear 
Like to read/Leam on own/ 
11% Don't care/Didn't want to 
bother/Didn't consider it 
NO RESOURCES: (18%) 
16% Time constraint 
2% Costsmoney 
NO CONTROL/COMFORT (7%) 
6% Can't control how long want to 
spend at individual paintings/ 
Can't set own pace 
1% Don't like earphones/ 
Annoying 
NO NEED: (6%) 
5% Went with person who knows 
Japanese art 
1% Already knew about Japanese 
art 
NO ENGLISH (4%) 
4% Only in English/my English not 
good 
NO QUIET (3%) 
3% Likes quietness/Don't like to be 
talked to in a museum/ 
Distracting 
SOCIAL FACTORS: (4%) 
3% Talk with companion 
1% Wentwithulildren 
PREVIOUS USE/TOUR RELATED (7%) 
Usually don't but wish had 
after hearing tour guide 
Used it in a previous visit/Had 
tour guide in previous exhibit 
Took a mini tour instead 
4% 
2% 
1 % 
OTHER (17%) 
17% Unspecified/ Other 
Qll.  Approximately how much of the 
text information on labels and wall 
panels in this exhibition have you 
read? 
(only those who visited the 
exhibition: N=163) 
14% almost none 
30% less than half 
30% more than half 
26% nearly all of it 
Institutional Studies Office -19- 
Q12. Did you discover anything new 
about Japanese art or history in the 
exhibition? 
(only those who visited the 
exhibition: N=163) 
82% Yes 
18% NO 
Q12a. What was that? 
(only those who said 'yes' to Q12: 
N=133) 
INFORMATION. (43%) 
History: (1170) 
8% Historical periods in Japan 
1% The early Heian Period 
1% History-people who 
1% Political Structure 
documented Emperor's lives 
Art History: (8%) 
3% Names of Artists - i.e. Hokusai 
3% Difference between the Chinese 
and Japanese writing 
2% Chinese influence on Japanese 
calligraphy 
1% Importance of art in the 
Imperial Court 
1% Specific Emperors 
1 % Emperor's patronage / 
Sponsorship of art 
1% That the beauty was reserved 
for the Imperial family 
1% The Acquisition of Artifacts/Art 
1% Training of Imperial members 
3% Japanese Folktales 
Emperor: (6%) 
Culture: (3%) 
STYLE: (21%) 
16% Western influence/oil 
paintingdEuropean training/ 
Meiji Period/ Impressionistic 
landscapes 
3% Realism/ More realistic than 
expected 
1% Blown-roof perspective 
1% Showed a comic side, cartoon- 
hadn't know that that existed 
PHYSICAL FEATURES/THINGS OBSERVER (15%) 
Color/Age/Scale: (8%) 
4% Color/Shades 
3% Preservation/ Age of 
Scrolls/Age of &/Age of paper 
1% Large size of the art 
1% Woven hangings instead of 
Materials: (3%) 
framing/ Different silks pieced 
together/Sillcs used as frames/ 
wall hangings 
1% Used Watercolors/ Not thick 
paint 
1% Inkdrawings . 
3% Calligraphy/Techniques 
1% Reflections on paintings 
Calligraphy: (3%) 
Presentation: (1%) 
SPECIFIC ITEMS (8%) 
5% Genji 
1% Poppy in the Morning 
1 % The Emperor's picture 
1% Kokinshu 
IMl"SS1ONISTIC RESPONSES (7%) 
Quality/skill: (5%) 
2% High quality of art/Beauty 
2% Control of medium/Artistic 
1% 
skill 
Delicacy of detail and texture 
Comparisons:  YO) 
2% So Different (Like a different 
planet)/ All new 
GENERAL INTERPRETIVE CONCLUSIONS (6%) 
3% How the Japanese viewed 
1% Overall feeling of Japanese 
1 % 
1 % Conn&on between recitation 
nature 
culture 
Importance of puppies in 
Japanese art 
of Japanese poetry and literacy 
rate 
OTHER (12%) 
1% Tea caddies and what their 
purpose was (Wrong 
Exhibition) 
170 That her niece was not 
interested in Asian art 
1% Can't re"ber /Not  sure 
9% Unspecified/Leamed general 
things 
Institutional Studies Office -20- 
Q13. Did anything in the exhibition 
surprise you? 
(only those who visited the 
exhibition: N=163) 
69% Yes 
31% NO 
Q13a. What was that? 
(only those who said 'yes' to Q13: 
N=l12) 
STYLE: (31%) 
29% Western In€luence/Oil 
paintings/European training/ 
Meiji Period/ Impressionistic 
landscapes 
Pattern of art unchanging/The 
dynamic quality of the art 
expected 
lMPRESSI0"IC RESPONSES: (21%) 
1% Had thought that style/ 
1% Realism/More realistic than 
Quality/Skill: (12%) 
11% High quality of art/Beauty 
1% Delicacy of detail and texture 
Comparisons: (3%) 
3% More recent art not as good as 
the older art - too garish 
The Exhibition: (3%) 
2% 
1% Rareitems 
That the Japanese let the 
collection out of the country 
General interpretive conclusions: (1%) 
1% Importance of Calligraphy in 
Japanese Art 
Emotional response: (2%) 
2% Peaceful 
PHYSICAL FEATURES/TH.INGS OBSERVED: (18%) 
Color/Age/Scale: (9%) 
3% Color/Shades 
5% Preservatirm/Age of 
Scrolls/Age of &/Age of paper 
1% Large size of the art 
Materials: (5%) 
5% Woven hangings instead of 
framing/Different sillcs pieced 
together/Siucs used as frames/ 
wall hangings 
Institutional Studies Office -21- 
Calligraphy: (4%) 
3 YO Calligraphy /Techniques 
1% The characters, language so 
different from westem 
INFORMATION (16%) 
History: (3%) 
2% Historical periods in Japan 
1% shogun 
Culture: (4%) 
1% Swastika 
1% Poetry/ Waka & Tanka 
1% Japanese Folktales 
1% Mythology 
Art History: (4%) 
3% Importance of Narrative in 
1% Chinese influence on Japanese 
Japanese art 
calligraphy 
Emperor: (1%) 
1% Emperor's 
patronage/Sponsorship of art 
Presentation: (4%) 
1% 
3% 
That the labels were helpful 
Was expecting more art and 
more info about art 
SPECIFIC IT- (12%) 
4% Amount of textual material, 
2% Nomonkeys 
1% No Wood block prints 
1% Foxpainting 
1% Intricate painting5 of animals/ 
1% Waterfall 
1% 
almost too much 
1% scroll of Ministers/ Regents 
More animals than expected 
That the exhibit had 3 
Warrior going to Battle, Poet 
with Little Girl, Message to 
the Empress 
outstanding paintings - 
OTHER (4%) 
Connection uncertah 
2% Lacquer 
1% Dojo 
Context of the Visit: (1%) 
1% Being interviewed 
Q14. Did you happen to notice that the 
exhibition is not arranged in 
chronological order? 
(only those who visited the 
exhibition: N=163) 
51% Yes 
49% NO 
Q14a. How do you feel about that? 
(only those who said 'yes' to Q14: 
N=91) 
14% Like that is was not 
chronological 
21% Wish that it had been 
chronological, or 
65% Don't really care one way 
or the other 
Q16. Different people have different 
backgrounds. Would you please 
tell me which of the following 
describe your experience with Asia 
or Asian Art? 
Yes No 
45% 55% I traveled/lived in 
44% 56% I read books about 
Asia 
Asian art/ 
history/ culture 
Asia in some 
14% 86% My job involves 
respect 
27% 73% I took classes in 
Asian art/ 
history /culture 
57% 43% I have a general 
interest in Asian 
Art 
11% 89% None of the above 
420. When you were a child did your 
parents take you to your local art 
museum? 
53% Yes 
47% No 
Institutional Studies Office -22- 
Q20a. Where these visits . . . 
(only those who answered 'yes' to 
Q20 N=285) 
20% Rare, 
48% Occasional, or 
32% Fairly frequent. 
421. In the last year, how many times 
did you visit an art museum of any 
kind? 
4% 0 times 
28% 1 to3times 
20% 4to6times 
22% 7 to 12 times 
13% 13 to 20 times 
9% 24 to 40 times 
4% 40 or more times 
Average number of times: N=12 
(SD=13) 
Median number of times: N=6 
Middle 50% range from 3 to 15 
Residence 
17% Washington, DC 
43% MD/VA Suburbs 
36% Other US 
4% Foreign 
Age 
4% Under 20 
7% 20to24 
21% 35to44 
15% =to34 
24% 45t054 
17% !%to64 
12% 65 and over 
Average age: 45 
Median age: 45 
Middle 50% of visitors range 
from ages 33 to 56 
Education 
* (Age 25 or older, N431) 
4% HS grad or less 
8% Some college 
35% Bachelor's 
43 YO M A/PhD/Prof essional 
Visit group 
31% Alone 
44% Pair 
16% Three or more adults 
9% Adult(s) with child(ren) 
Race/e thnicity 
(US residents only: N=455) 
17% Asian/ Pacific Islander 
78% Caucasian 
5% Other 
Gender 
54% Female 
46% Male 
Institutional Studies Office -23- 
Appendix C 
Survey Design and Implementation 
INTRODUCTION 
The study was designed (i) to replicate the results from the 1997 study of the Sadder 
exhibition Puja: Expressions of Hindu Devotion with a larger sample, at a different time of 
year, and with an exhibition that was less likely to be seen as an information experience, 
and (ii) to ask visitors about aspects of the Twelve Centuries exhibition that were of 
interest to the Sackler staff. 
METHOD 
Data for this study were collected by means of personal interviews with respondents 
who were selected using a "continuous" systematic sample design. At pre-determined 
times of day and every day of the week, interviewers intercepted visitors who were 
identified through a special procedure developed for sampling a mobile population.1 
We used teams of two or three people (one to select respondents for interviewing plus 
one or two interviewers) to conduct the study. Interviewers administered a 
questionnaire with both pre-coded and open-ended questions, to eligible respondents 
and thanked the participants with bookmarks from previous exhibitions at the Sackler 
Gallery. 
Data were collected from three systematic samples: visitors entering the Sackler Gallery, 
visitors entering the TweZve Centuries exhibition (Entrance Surveys), and visitors exiting 
the TweZve Centuries exhibition (Exit Survey).Z Interviewing was conducted between 
February 17-March 8, a total of 9 days during the third rotation of the exhibit. 
Jnterviews were conducted on each day of the week. Exit and Entrance Surveys were 
coordinated so that the same people could not be selected for both. Visitor cooperation 
with the study was extremely high - 93.5% percent of eligible respondents completed 
interviews in the Entrance Surveys and 93.1% percent in the Exit Survey - for an overall 
response rate of 93.4%.3 Altogether 480 interviews were completed (151 at the Sackler 
entrance, 166 at the TweZve Centuries entrance, and 163 at the TweZve Centuries exit) out of 
514 attempts (167 at the Sackler entrance, 172 at the TweZve Centuries entrance, and 175 
at the TweZve Centuries exit). The intercepted individuals represent a population of 
about 5,050 visitors to the exhibition during the survey period. . 
The procedure and its rationale are described in 2. D. Doering, A. E. Khdlon and A. Bickford, The 
Power of Maps: A Sfudy of an Exhz'bitiOn af  the Cooper-Haoiff Nafional Museum ofDesign. Report 93-5. 
(Washington, D. C.: Smithsonian Institution, 1993). 
The samples were independent. 
See below for a discussion of these response rates and the response bias in the study. 
-24- 
! 
QUESTIONNAIRE 
The initial portion of both the Entrance and Exit Survey questionnaires collected general 
information about the visit. Aside from asking about prior visits to the Freer and the 
Sackler Galleries, we asked about visitors' previous experience with Asian art and their 
self-rated level of knowledge about Asian art. 
The core of the survey was a question about satisfying experiences with Asian art. We 
used the list of alternatives developed in the Puja study. The list of experience 
alternatives was attached to two different questions. One question, used at the entrance 
to the Sackler Gallery and the TweZve Cenfuries exhibition, asked whi& of these the 
visitor found most satisfying when looking at Asian art in general. The other question, 
used at the exit to the Twelve Centuries exhibition, asked which of these the visitor had 
found most satisfying in the Twelve Centuries exhibition. 
In addition to these experience-satisfaction questions, visitors to the exhibition were 
asked where they had heard about it and what they had heard, how many times they 
had visited it before, whether or not they noticed and used the audio guide and what 
they liked or disliked about it. They were also asked about their reading behavior in the 
exhibition, what they discovered about Japanese art or history, what surprised them, 
and whether or not they noticed or minded that the exhibition was not in chronological 
order. 
An identical set of personal background characteristics was collected from all visitors: 
residence, experience with Asia or Asian art, frequency of annual visits to art museums, 
who accompanied the respondent on their visit, age, educational attainment, experience 
visiting art museums a s  a child, racial/ethnic identification and gender. 
The questionnaire also included a section for recording administrative infokation. 
This included the time, date and location of the interview, and the reason, if applicable, 
that an interview was not completed (e+ Smithsonian employee). An interviewer 
training manual was developed for the study.4 
COh4PLETION RATES AND RESPONSE BIAS 
As shown in Table C.1, overall 6.6 percent of all persons intercepted refused to 
participate in the survey. While two refusals were due to language difficulties, the rest 
(34) were for "other" reasons (e.g., visitors in a hurry, not wanting to detain companions, 
etc.). 
4 General interviewing instructions were based on Institutional Studies, A MunuaI for InteruieWers. 
Prepared for the 1988 National Air and Space Survey. Report 88-3. (Washington, D. C. : SmithsoNan 
Institution, 1988). The general instructions and question-by-question specifications for this study are 
available from the Institutional Studies office. 
-25- 
Table C.1 
Results of Data Collection: TweIve Centuries Survev 
(zn Percent) 
Total 
Type N YO 
A. ComDosition 
Si staff/contractors 
Visitors 
Total 
30 
514 
544 
B. DisDosition. All Eli+ks Visitors 
Interviews 480 
Non-Interviews 34 
Total 514 
C. Reasons for Non-Particbation 
Elimile Visitors 
Refusal, Language difficulty 2 
Refusal, mer 32 
Total, Non-interviews 34 
D. ResDonse Ra tes. 
AI eligible visitors 
5.5 
94.5 
100.0 
93.4 
Mi 
100.0 
5.9 
94.1 
100.0 
93.4 
Sadder Japan Japan 
N % N YO N % 
Entrance Entrance Exit 
18 
- 167 
185 
151 
25 
167 
1 
xi 
16 
9.7 
- 90.3 
100.0 
90.4 
9.6 
100.0 
6.3 
22& 
100.0 
90.4 
6 
- 172 
178 
166 
6 
172 
0 
d 
6 
3.4 
a 
100.0 
96.5 
33 
100.0 
0.0 
m 
100.0 
96.5 
6 
- 175 
181 
163 
22 
175 
1 
u 
12 
3.3 
100.0 
93.1 
6.9 
100.0 
8.3 
9a,2 
100.0 
93.1 
There are no statistically significant differences between participants and non- 
participants in any of their basic characteristics.5 Due to the high response rate and our 
analyses of response bias, we did not weight for non-response. However, we did need 
to weight the data because our sampling procedure does not select respondents with 
equal probability. Each respondent's record received a weight derived from the 
probability of selection within each sample selection interval. 
Data on He, EO. 
-26-