In this paper, Jeff Bonner of the St. Louis Science Center discusses the merits of formal versus naturalistic evaluation within the museum context. Bonner also presents the approach and findings of a two-part study designed to compare the results of these two evaluation approaches. They compared the the results of a formal analysis of the holding power, ease of use, readability of text, and overall enjoyability of nine exhibits with a naturalistic study focused on how one volunteer, two part-time employees and a staff supervisor viewed the same exhibits.
The St. Louis Science Center, originating in the Academy of Science of St. Louis, founded in 1856, is today a major American science center attracting more than 670,000 visitors each year. A 34 million dollar facility expansion will open in late 1991. As part of that expansion, the science center will develop two unique sets of interactive science exhibitions that will encourage visitor interaction with concepts and ideas through "multiple-outcome participatory exhibits." These experimental exhibitions will be developed in two clusters totalling 2,000 to 3,000 square feet of exhibits that will be integral parts of larger, themed galleries. In the first cluster visitors will explore misconceptions and personal assumptions about science, using exhibit modules that address popular myths about science. Exhibits will demonstrate experimental phenomena contrary to naive views and allow visitors to replace existing ideas with more general and more powerful scientific principles. Approximately 15 exhibits on misconceptions in newtonian mechanics and classical optics as well as other areas will be developed. The second of the two clusters will allow free, open exploration by visitors of a variety of scientific phenomena and principles of explanation. Visitors will measure as well as observe, using modern laboratory instrumentation that can be successfully operated by visitors with minimal supervision. The topics of light, motion, sound, energy, and physiology will be covered with six lab stations in each. These experimental exhibit units will be developed with the assistance of outside advisors and consultants, will involve prototyping and formative evaluation of visitor response to trial units, and will include formal evaluation at the conclusion of the project. A unique cooperative agreement with the Science Museum of Minnesota will allow exchange of audience research data, staff exchanges, and frequent consultation between the two groups. This project will explore new modes of exhibit based learning and the potential in exhibit research partnerships. Cost sharing equal to the award will be provided by the St. Louis Science Center. The resulting exhibits will be seen by more than a million visitors each year in the new science center facilities.