Alongside this broadly education research, there have also been two other predominant strands of visitor research. One, the most common form of museum visitor research, is survey work, usually carried out by museums themselves, possibly also using market research companies. Hooper-Greenhill calls this ‘counting and mapping’ (2006, p. 368). It typically provides basic socio-demographic data on visiting, usually also coupled with information about which particular exhibitions or galleries are visited, repeat visits and sometimes also other leisure activities; and sometimes ‘satisfaction ratings’, usually based
on simple questions of what was liked, perhaps employing preference scores (e.g. Likert scales).