In this article, Sydney Donahoe discusses visitor research at the San Diego Wild Animal Park. Donahoe explains three main reasons for conducting this research: advertising and marketing campaigns, to improve their product, and to assess visitor learning and enjoyment.
In this article, staff at the University of Florida's Florida Museum of Natural History discuss the efforts of the Learning in Informal Settings Program, including three international evaluation studies.
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TEAM MEMBERS:
John J. Koran, Jr.Mary Lou KoranBetty Dunckel CampAnne E. Donnelly
The overarching purpose of the Climate Literacy Zoo Education Network is to develop and evaluate a new approach to climate change education that connects zoo visitors to polar animals currently endangered by climate change, leveraging the associative and affective pathways known to dominate decision-making. Utilizing a polar theme, the partnership brings together a strong multidisciplinary team that includes the Chicago Zoological Society of Brookfield, IL, leading a geographically distributed consortium of nine partners: Columbus Zoo & Aquarium, OH; Como Zoo & Conservatory, St. Paul, MN; Indianapolis Zoo, IN; Louisville Zoological Garden, KY; Oregon Zoo, Portland, OR; Pittsburgh Zoo & PPG Aquarium, PA; Roger Williams Park Zoo, Providence, RI; Toledo Zoological Gardens, OH, and the organization Polar Bears International. The partnership leadership includes the Learning Sciences Research Institute at the University of Illinois at Chicago, and the Earth System Science Center at Pennsylvania State University. The partnership is joined by experts in conservation psychology and an external advisory board. The primary stakeholders are the diverse 13 million annual visitors to the nine partner zoos. Additional stakeholders include zoo docents, interpreters and educators, as well as the partnership technical team in the fields of learning innovations, technological tools, research review and education practice. The core goals of the planning phase are to a) develop and extend the strong multidisciplinary partnership, b) conduct research needed to understand the preconceptions, attitudes, beliefs, and learning modes of zoo visitors regarding climate change; and c) identify and prototype innovative learning environments and tools. Internal and external evaluations will be conducted by Facet Innovations of Seattle, WA. Activities to achieve these goals include assessments and stakeholder workshops to inventory potential resources at zoos; surveys of zoo visitors to examine demographic, socioeconomic, and technology access parameters of zoo visitors and their existing opinions; and initial development and testing of participatory, experiential activities and technological tools to facilitate learning about the complex system principles underlying the climate system. The long-term vision centers on the development of a network of U.S. zoos, in partnership with climate change domain scientists, learning scientists, conservation psychologists, and other stakeholders, serving as a sustainable infrastructure to investigate strategies designed to foster changes in public attitudes, understandings, and behavior surrounding climate change.
The University of Washington’s Museology Program, in partnership with the Woodland Park Zoo and the Learning in Informal and Formal Environments Research Center is developing a model of university-community collaboration where students work with client museums, zoos and aquaria to evaluate exhibits and programs under the guidance of a research mentor. Students will gain experience in audience research and evaluation, as well as in project management, collaboration, and leadership. Staff at participating museums will advance their personal knowledge about visitors and the field of museum evaluation. The project will prepare a new generation of evaluators and museum practitioners through an innovative apprentice-styled laboratory that integrates the strengths of mentoring, fieldwork, academics, and client-centered experiences. Project Advisors include John Falk, Julie Johnson, Randi Korn, Marjorie Schwarzer, and Patterson Williams. Project started January, 2009 with 24 graduate students in the first cadre.
Most free-choice science learning institutions, in particular science centers, zoos, aquariums, and natural history museums, define themselves as educational institutions. However, to what extent, and for which visitors, do these free-choice learning settings accomplish their educational mission? Answering this question has proven challenging, in large part because of the inherent variability of visitors to such settings. We hypothesize that the challenges of measuring free-choice science learning might be diminished if it were possible to pool populations during analysis in ways that reduced
This study at the National Aquarium in Baltimore (NAIB) was conducted to assess four key aspects of the visitor experience: (1) incoming conservation knowledge, attitudes, and behavior of NAIB visitors; (2) patterns of use and interaction with exhibition components throughout the NAIB; (3) exiting conservation knowledge, attitudes, and behaviors of visitors; and (4) over time, how the NAIB experience altered or affected individuals' conservation knowledge, attitudes, and behaviors. Three hundred six visitors participated in the study, which was conducted from March through July, 1999. The
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TEAM MEMBERS:
Institute for Learning InnovationJohn H FalkLeslie AdelmanSylvia James
Considerable time and effort have been invested in understanding the motivations of museum visitors. Many investigators have sought to describe why people visit museums, resulting in a range of descriptive categorizations. Recently, investigators have begun to document the connections between visitors' entering motivations and their exiting learning. Doering and Pekarik have proposed starting with the idea that visitors are likely to enter a museum with an “entry narrative” (1996; see also Pekarik, Doering and Karns 1999). Doering and Pekarik argue that these entry narratives are likely to be
As more and more people look to institutions of informal education os places where science education occurs (Kimche, 1978; Tressell, 1980), increased attention has focused upon assessing learning in these out-of-school settings. In particular, instituions such as museums, nature centers, and zoos have devoted considerable efforts towards developing evaluation techniques. A multitude of procedures and approaches have been tired. These include questionnaires (Eason & Linn, 1976; Borun, 1977), empirical testing designs (Screven, 1974; Snider, Eason, & Friedman, 1979; Wright, 1980), and various
Marino et al. (2010) recently published a critique of a three-year National Science Foundation—funded investigation of the impact of zoo and aquarium visits on the public's understanding of animals and their attitudes toward conservation (Falk, Heimlich, & Bronnenkant, 2008; Falk, Reinhard, Vernon, Bronnenkant, Deans, & Heimlich, 2007; Heimlich, Bronnenkant, Witgert, & Falk, 2004). This critique of that critique will show that Marino et al. seriously misrepresent both the intent of the research and the methods used. The methods used by Falk and his colleagues were consistent with current
The American Zoo and Aquarium Association (AZA) has dedicated Conservation Endowment Funds (CEF) to conduct a multi-institutional research project (MIRP) that will investigate the overall impact of visits to zoos and aquariums on visitors' conservation-related knowledge, attitudes, affect, and behavior. With oversight and input from MIRP Co-Principal Investigators and key advisors, the Institute for Learning Innovation [carried out] the following goals: 1. Conducting a literature review; 2. Developing an overall research plan, design and methodologies for conducting a multi-institutional
The Museum Experience is the first book to take the "visitor's eye view" of the museum visit. It integrates the authors' original research with that from a wide variety of disciplines as well as museum and visitor studies ranging from science centers and zoos to art and natural history museums. Written in clear, non-technical style, The Museum Experience gives museum professionals a thorough introduction to what is known about why people go to museums, what they do there, and what they learn. This book is an essential reference for all museum professionals concerned with communicating with the