This annotated bibliography of 204 references on visitor research and museum audiences is designed for museum professionals interested in the measurement of visitor reactions to museum exhibits. Citations are included for books, periodical articles, dissertations, studies, reports, and similar unpublished works. Most were published in the late 1950s, 1960s, and early 1970s. A few date back to the 1890s-1900s. Entries are listed alphabetically by author. One article is written in Spanish. The range of subject matter is broad, including the following topics: development of a multiple-choice test about artifacts in particular exhibit cases; impact of ethnic exhibits on attitudinal shifts toward ethnic groups; visitor surveys on admission fees and evening hours; potentials for the computer as a learning instrument in museums; methods used to evaluate overseas exhibits; and theories on the social nature of museum visiting. Papers about educational programs and principles of exhibit design are excluded from the bibliography because they only deal indirectly with visitor reaction to museums. (AV)