Characteristics of the arts public, the quality and impact of arts audience research, and factors affecting research utilization are reported. Data were obtained from research literature searches and from over 600 questionnaire responses from museums, performing arts institutions, arts councils, and other organizations; directors of 86 recent audience studies; and interviews with directors and users of 25 audience studies. Findings concerning the nature of the arts public were that median educational attainment of arts audiences was very high. Also, professionals constituted 56 percent of employed persons in the average audience, median incomes were $19,000, and minorities were underrepresented. In regard to determinants of the quality of research methodology and its utility to managers, both level of funding and profession of investigator were related to high quality research. Experienced in-house researchers produced more useful research than outsiders or inexperienced in-house investigators. Pertaining to the impact of organizational factors on research usefulness, audience studies had powerful effects when their findings confirmed the theories of arts managers, when an influential person within the institution actively sought implementation, and when researchers were involved in staff deliberations. (KC)