The diploma thesis concentrates on description of qualitative research of media audience. It is divided into three parts, in first of them introducing historical and teoretical background of the attitudes towards media audience and general methodology of quantitative research as well. Stages of the quantitative research project, description of variables and sampling and most widely used ways of field work compose the core of this part. Following section is focused on history of quantitative research of the media audience worldwide and particulary in Czech Republic (or former Czechoslovakia). In detail the most important up-to-date quantitative surveys in field of radio, television, print and internet are presented. The last part can be divided into two - first of them describes the limitations of the research itself by reason of current technical or economical conditions. Second one offers the view of potential future and challenges that might come to the quantitative research of the media audience.

The free charge of admission fee has been adopted by many museums around the world. European countries such as The United Kingdom and France have even introduced the concept of free admission to the public that could serve larger areas and bigger audiences. Although the concept of free admission is already introduced to Taiwan, most of time the policy is not promoted by the central government or the local governments. Instead, they leave that for each individual museum to decide. In 2008, the New Taipei City Government started to promote the free admission policy in municipal museums, including Tamsui Historical Museum, Gold Museum, Yingge Ceramics Museum, Shihsanhang Museum of Archaeology, The Lin Family Mansion and Garden, and Wulai Atayal Museum. These five museums and one garden are a larger scale case in Taiwan. This research has chosen four museums supervised by the Cultural Affairs Department of New Taipei City Government. They are similar in size and the amount of government subsidy, including Tamsui Historial Museum, Gold Museum, Yingge Ceramics Museum, and Shihsanhang Museum of Archaeology. Through document analysis, interviews, and questionnaires, this research attempts to study the current situation and impact of the free admission policy of the municipal museums of New Taipei City and the audience response to it. Based on these results, this research also proposes suggestions for the policymaking and further studies. The research shows that after the implementation of the free admission policy, the number of museum visitors has increased significantly. Most of the visitors are female, half of them are married, and ages are 18 to 34. They are either students or employees in the industry, commerce, and services organizations that have university education, with monthly salary below NT$ 30,000. They live mostly in New Taipei City and second mostly in Taipei City. Because of the free admission policy, the number of domestic group visitors and foreign visitors has greatly increased. Most visitors are infrequent visitors. Their motivations to visit museums is to accompany friends and family members and to enhance their knowledge. The majority of visitors do not shop in the museums; they usually make purchases in the streets outside of the museums. Regarding to the admission policy, most visitors support the free admission policy. The amount of price that they are willing to pay for the admission is less than NT$ 50. Each museum differs in how it operates and what type of visitors it attracts. The reasonable suggests that each museum should develop different marketing strategies based on the features of the museum and its visitors. They can design activities that best suit the visitors¡¦ need, cooperate with transport companies and stores nearby to provide travel packages, and make good use of the volunteers to help the museum to operate effectively, so that the museum can provide the best service for the visitors and achieve a most cost-effective outcome.

The thesis cocnsists of three parts. First, concern on musuems and marketing generally, point out the importance of the audience survey. Second part is a essence of this thesis. Gives information about National museum and its marketing. Part is the survey of National museum audience. The last part brings a suggestion of project based on results of surveys. This project is meant to make the exhobition of National museum more attractive for visitors.