Summative Evaluation - Smithsonian National Zoological ParksGOAL: Conduct a summative evaluation for the Smithsonian National Zoological Park's (NZP) Elephant Outpost (EO).
BACKGROUND: The NZP had just completed the first phase of improving the home of the Asian Elephants. The first phase included the EO among other additions. As a group, we met with the client, and designed evaluation tools based on current research and literature. For two weeks, the group collected data and used Excel as the main program for reporting and analysis. The group also created a presentation to present findings to the client. |
Excerpt From the Evaluation Report:
Executive Summary
The Elephant Outpost is an exhibit in the National Zoological Park (NZP) in Washington, D.C. The NZP intended for the Elephant Outpost to convey that:
1. Asian elephants are huge, strong, remarkably intelligent creatures
2. The National Zoo’s effort to study Asian elephants is key to their survival
3. Asian elephants are critically endangered, and can only be saved from extinction with an intense effort from YOU, scientists, and range country communities.
They contracted a team of graduate students from The George Washington University to conduct a summative evaluation study assessing the success of the Elephant Outpost, especially in terms of whether it was sufficiently conveying the intended messages to visitors. Together with the NZP, the team of evaluators established the following evaluation questions:
1. Who is visiting the Elephant Outpost?
2. What exhibit elements are visitors using, and to what extent?
3. What do visitors get out of an experience at the Elephant Outpost?
The evaluation team conducted 9 hours of focused observations using Falk and Holland’s Engagement Scale and 52 interviews with visitors at the exhibit. The interviews included a reflective tracking activity to see what visitors interacted with in the exhibit, two open-ended interview questions about what visitors take away from the exhibit, a questionnaire assessing visitor attitudes and awareness of the messages before and after their visit to the Elephant Outpost, and demographic questions.
After analyzing the data, the evaluation team came to the following main conclusions and recommendations:
1. Message 3 is the one that visitors found most apparent and noteworthy within the Elephant Outpost, although visitors do not seem to be learning specific conservation measures. The evaluators recommend that the NZP include this information elsewhere and in a more interactive format.
2. The Poop Table is a great success in engaging visitors and conveying Message #2. The evaluators recommend the NZP use it as a model for future exhibit elements.
3. Visitors generally make good use of the exhibit.
Executive Summary
The Elephant Outpost is an exhibit in the National Zoological Park (NZP) in Washington, D.C. The NZP intended for the Elephant Outpost to convey that:
1. Asian elephants are huge, strong, remarkably intelligent creatures
2. The National Zoo’s effort to study Asian elephants is key to their survival
3. Asian elephants are critically endangered, and can only be saved from extinction with an intense effort from YOU, scientists, and range country communities.
They contracted a team of graduate students from The George Washington University to conduct a summative evaluation study assessing the success of the Elephant Outpost, especially in terms of whether it was sufficiently conveying the intended messages to visitors. Together with the NZP, the team of evaluators established the following evaluation questions:
1. Who is visiting the Elephant Outpost?
2. What exhibit elements are visitors using, and to what extent?
3. What do visitors get out of an experience at the Elephant Outpost?
The evaluation team conducted 9 hours of focused observations using Falk and Holland’s Engagement Scale and 52 interviews with visitors at the exhibit. The interviews included a reflective tracking activity to see what visitors interacted with in the exhibit, two open-ended interview questions about what visitors take away from the exhibit, a questionnaire assessing visitor attitudes and awareness of the messages before and after their visit to the Elephant Outpost, and demographic questions.
After analyzing the data, the evaluation team came to the following main conclusions and recommendations:
1. Message 3 is the one that visitors found most apparent and noteworthy within the Elephant Outpost, although visitors do not seem to be learning specific conservation measures. The evaluators recommend that the NZP include this information elsewhere and in a more interactive format.
2. The Poop Table is a great success in engaging visitors and conveying Message #2. The evaluators recommend the NZP use it as a model for future exhibit elements.
3. Visitors generally make good use of the exhibit.