Using Web Surveys in Summative Evaluations: A Case Study at the Monterey Bay Aquarium

ABSTRACT

This article reports on the use of a post-visit web survey to assess how visitor reactions to the exhibition Sharks: Myth and Mystery at the Monterey Bay Aquarium. The web survey was used to supplement on-site observations and interview data. A total of 598 visitors shared their e-mail addresses with the aquarium so they could participate in the survey, and 61% of successfully delivered e-mails elicited responses yielding 314 completed surveys. Results from the web survey showed that visitors could recall specific aspects of the exhibition four months after their visit, with more than one-third (37%) of visitors able to cite an occurrence in their day-to-day lives that had reminded them of the exhibition. In addition, the majority of visitors (59%) recalled speaking to someone else about the exhibition since their visit. When prompted, many visitors (44%) were also able to recall specific conservation content presented in the exhibition. This case study demonstrates that web surveys can provide the field of visitor studies with a viable method for gathering post-visit data and highlights additional design tips for evaluators.