Mass Customization The concept of mass customization is defined as “producing goods and services to meet individual customer's needs with near mass production efficiency". Joseph Pine II (1992) described four types of mass customization:
- Collaborative customization - firms talk to individual customers to determine the precise product offering that best serves the customer's needs (see personalized marketing and personal marketing orientation). This information is then used to specify and manufacture a product that suits that specific customer. For example, some clothing companies will manufacture blue jeans to fit an individual customer.
- Adaptive customization - firms produce a standardized product, but this product is customizable in the hands of the end-user (the customers alter the product themselves)
- Transparent customization - firms provide individual customers with unique products, without explicitly telling them that the products are customized. In this case there is a need to accurately assess customer needs.
- Cosmetic customization - firms produce a standardized physical product, but market it to different customers in unique ways.
Measurement The assignment of numerals to objects or events according to rules; an operation resulting in standardized classifications of outcomes; in visitor studies or evaluation research, measurement often refers to the tools used to capture data about audiences or visitors and may include such things as observations, interviews, focus groups, surveys and so forth.
Media Means, methods, devices, or instruments by which the interpretive message is presented to the public.
Multiple Intelligences Theory by H. Gardner that classifies cognitive abilities according to seven broadly grouped aptitudes: linguistic, logical-mathematical, spatial, bodily-kinesthetic, musical, interpersonal, and intrapersonal.
(Adapted from T. Armstrong, 2006)
Museum A permanent institution in the service of society and of its development, and open to the public, which acquires, conserves, researches, communicates and exhibits, for purposes of study, education
and enjoyment, material evidence of people and their environment. (Adapted from International Council on Museums)
Museum Educator A specialist who is trained to further the public’s understanding of the natural, cultural, and historical collections and mission of a museum.