研究動機：本研究「2006年台北市立美術館觀眾研究」探究新世紀博物館運用觀眾研究提昇服務品質。研究背景：藉由觀眾調查和研究理論的建立，有助於博物館瞭解觀眾、開發觀眾、永續經營、維持觀眾、增加觀眾參觀頻率、建立忠誠度。研究對象：12歲以上的北美館參觀大眾，問卷發放數為2,672 份，有效問卷達1,835 份。研究方法：（1）2006 年7 月4 日至7 月30日進行「觀眾意見調查問卷」，與其量化統計；（2）「焦點團體討論」質性探討。研究建議與結果：（1）研究方法的建議：聚焦團體群族的需求進行問卷調查，重視質性研究、定期評量探討；（2）研究結果：「展覽內容」仍是北美館參觀意願的重點，未來須重視觀眾群組需求探討，規劃展覽、教育推廣相關活動，堅持品質維持、提昇的努力，擴展更為豐富的博物館經驗。

The motivation for doing this research is to study museum visitors, so a visitor study was carried out at Taipei Fine Arts Museum in 2006. The research goals are to help museums to understand their visitors, keep them, and hopefully win their loyalty. The research involved 2,672 visitor questionnaires and two focus group discussions so that the outcomes could meet the quantitative and qualitative demands and benefit museums. Finally, the research findings are that “exhibitions” remain the key issue of TFAM visitors’ return concern, so museums should be aware of it and visitor information could be a resource for mounting exhibitions. The future visitor study/research could focus on certain visitor groups, learn from them and enrich their museum experiences.