In this article, Jacksonville State University's Stephen Bitgood presents a summary of issues related to evaluation discussed in visitor studies literature. These issues include research vs. evaluation, formative vs. summative evaluation, goal-free vs. goal-referenced evaluation, and developmental vs. post-design evaluation.
In this article, Jacksonville State University's Stephen Bitgood Ph.D. presents an overview of the methodology used in visitor studies research. Bitgood identifies reliability and validity as the two most important standards, defines several types of visitor research (experimental, correlational, descriptive/observational), and describes two methods of measuring visitor behavior (direct observation and self-reporting).
Museum learning involves a wide range of recollections about a diverse set of experiences encountered over the course of a museum visit. Three key features are: 1) visitors "learn" about many different aspects of a visit (not just exhibits); 2) experiences are stored in memory and are recallable; and 3) learned experiences persist for long periods of time (i.e., months, years and decades). A series of pilot ethnographic style interviews were conducted. Each of eleven subjects was conversationally "walked" through his recollections. Several consistent themes ran through all the recollections: 1
The St. Louis Science Center is a major metropolitan science museum serving a population of 2.3 million people. One year ago they moved into a new facility at a new location and attendance at the museum has tripled, reaching 600,00 visitors this past year. The center will develop a "Science Playground" in order to teach basic science principles and process through a series of 45 outdoor participatory exhibitions around the major areas of motion, energy, light, sound and the natural environment. The physics of motion will be explored through exhibits such as a friction slide, lunar gravity swing, double-axis human pendulum, etc. Energy exhibits will provide experiences with watermills and water power, fulcrum leverage and solar energy. Light exploration includes a solar column, prisms and rainbows, soundwheel and whisper discs. A weather station will have a rain gauge, anemometer, a variety of barometers, etc. This contemporary playground concept was developed as a response to limitations of indoor facilities and to extend use of outdoor space in a creative manner. The exhibit will be a model for extending science learning opportunities for schools, parks, other science museums and similar institutions. The center surveyed 31 science centers, 82 parks and 85 school districts to gauge interest in use of science playground exhibits, and found a clear interest in this type of project by all sectors surveyed. Exhibit designs will be published and furnished at cost to any facility wishing to replicate all or any part of the exhibition.
The American Psychological Association, in cooperation with the Association of Science-Technology Centers (ASTC), will develop a series of exhibits on psychology using a discovery room/science laboratory approach. The exhibition will, for the first time, offer museum visitors a first hand opportunity to explore the tools, methods, and concepts of psychology in such areas as thinking and feeling, dreaming and sleeping, perceiving and communicating. The exhibition will travel to eight museums over 30 months through the ASTC traveling exhibition service and will reach over a million visitors. A wide selection of additional materials and resources such as films, seminars, lectures and workshops will be offered to the participating museums to extend the impact of the exhibition. Plans of the exhibits will be made available to other museums. NSF support represents less than 50% of the total cost of the project.
The New York Hall of Science will develop a major exhibition on quantum theory--one of the most important developments in physical science in this century and one which has not been significantly treated by science museums. This exhibition will be the first major museum program to introduce quantum theory and its applications to the public. Elements of the exhibit will include models of the atom, the puzzle of light, applications of the theory and, finally, the human story of the creation of a new theory. Numerous participatory exhibits will be developed in conjunction with the project so that visitors can learn by doing. Formative evaluation will be an integral part of this exhibit. This technique has recently been adopted by museums as a way to test exhibit prototypes with museum visitors and then redesign as necessary. A workshop will be held for museum personnel and a guidebook, Improving Exhibits Through Formative Evaluation, will be produced. This book will be the first complete description of the formative evaluation process and will be a valuable addition to the museum field.
The California Academy of Sciences, a major natural history institution located in San Francisco, will develop Life Through Time, a large permanent exhibition on evolution that will inform and challenge visitors as they "walk through" a series of exhibits which encourages them to touch and explore. The exhibition will cover the history of life on earth, how scientists recognize and evaluate change through time, the scientific method and process of discovering, and the impact of evolution. A teacher's educational resource kit with hands-on materials will be developed for use in the schools along with teacher training courses. The exhibition will reach a substantial audience, over a million and a half visitors per year. Additionally, 44% of the San Francisco elementary school children are visited each year by Academy docents, the mobile classroom reaches 7,000 Bay Area residents, over 5,000 children and adults take classes at the Academy and 10,000 school children visit the museum each year.
The New England Aquarium will develop an "inquiry-driven" gallery for the study of aquatic sciences in a move to go beyond the "naming" experiences in biology and environmental education. The project will focus on seven conceptual themes: 1) adaptation and evolution; 2) habitat; 3) life cycles; 4) development and metamorphosis; 5) species interactions; 6) energy flow: and 7) signals and senses. The exhibits will challenge the visitor with questions, puzzles and games. Curriculum materials will be developed for teachers along with a users guide for visitors. Outreach activities are planned, aimed at minority students and visitors. The Aquarium serves approximately 155,000 students and over one million visitors every year. The redesigned gallery will house eight tanks, ranging from a series of small tanks with accompanying video clips that display seldom seen behaviors such as the "birth" of seahorses, lobster molting, etc. to three 250-gallon tanks that will display ancient fishes and a variety of species showing different kinds of locomotion, color and sound. A 2500- gallon tank housing a school of fish will demonstrate different ways terrestrial and aquatic animals sense their surroundings. A 4000-gallon floor to ceiling tank will display a salt marsh on one side and a mangrove forest on the other and a 6000-gallon tank will house large groupers, moray eels and small gobies. The NSF award represents $273,971 out of a project total of $857,986.
This project at the North Carolina Museum of Life and Science, Durham, North Carolina, will create a 2000 square foot permanent exhibition, "The Science Behind Medicine", using recent advances in medical science and technology to illustrate basic science concepts. It will engage visitors through their strong interest in health and medicine, present valuable information about medical subjects, and use their interest to present underlying scientific concepts they would otherwise avoid. The exhibition will be organized around four topics: organ structure and function and organ replacement and transplantation; advances in medical imaging, including infrared, ultrasound and x-ray technologies; pharmaceutical pharmacology, biological receptors and molecular design; and sickle cell anemia and its molecular biology. Over five years, more than one million people will use the exhibit, including both highly educated residents of the Research Triangle area, and a Durham population that is disadvantaged and 50% black. Extensive subject area consultation and formative evaluation will be used in exhibition design. A close consulting relationship is planned with two museums with similar exhibit interests, and exhibit research and plans will be offered to other interested museums to encourage wider use of the project's results. A strong regional health sciences focus will benefit the project through academic, business, community and industry membership on a project planning committee, and from 50% local matching funding. Two corporate planning grants have been awarded to the project, and a major facilities expansion funded in part by a recent bond issue.
The California Museum of Science and Industry will create a 3,000 square foot permanent exhibition of hands-on participatory exhibits on chemistry and chemical phenomena that will allow visitors to manipulate the variables of chemical systems. Forty exhibit units will be organized in clusters in that represent the basic concepts of properties of atoms and molecules, molecular structure and chemical reactions, stability of molecules and rates of reactions, forces between atoms and molecules and energy of atoms and molecules. The exhibition will use state-of-the-art technology to present chemical experiments previously left to the lab bench or the demonstration table. Interactive computers and videodiscs will be used where danger or complexity prevents the visitor from using "the real thing." Exhibit content will be proved in prototype form and tested on museum staff, visitors, and school groups prior to final design and construction. NSF support will be used in the design and prototype phases, and an "exhibit cookbook" of exhibit technologies for use by other museums will be created. The project has already attracted more than $175,000 of matching funds towards a total of $800,000 in non-NSF matching funds to support its $1,100,000 budget.
The Willamette Science and Technology Center, a science museum located in the university town of Eugene, Oregon, proposes to design, construct and circulate a 1,000 square foot traveling mathematics and science exhibition, "Kaleidoscopes: Reflections of Science and Art" to 15 science museums over a three year period, reaching more than one million visitors. The exhibition will capitalize on popular interest in this 19th century optical toy to provide engaging and stimulating examples of mathematics and physics principles revealed in the exquisite symmetries and surprising patterns of kaleidoscopic reflection. Interactive exhibit modules will be combined with historic examples and the work of contemporary artists to appeal to a broad rang of ages and interests of visitors. Consultants with extensive experience with mathematics and mathematics education will assist in the design of the exhibit units and in the preparation of educational materials that will accompany the exhibition. The Smithsonian Institution Travelling Exhibition Service (SITES), will manage the circulation and maintenance of the exhibition during its travels and will publish the related educational materials and make them available to host museums. Project staff and consultant are highly qualified to carry out this project, which matches an increasing national interest in revitalizing mathematics education and a corresponding increased emphasis on mathematics education at the National Science Foundation. An award $71,310 for FY'87 is recommended.
WNET/Thirteen will produce a series of 10 one hour public television programs, "CHILDHOOD" that will explore how children grow and develop,and how parents and societies have raised children throughout history and across cultures. Extensive use of current research and scholarships from the disciplines of developmental and cognitive psychology, anthropology and sociology, education, history and culture will be used to create a coherent and revealing view of childhood development. The series will be heavily promoted on public television, will be accompanied by a trade book and viewer's guide, and should generate audiences of more than 10 million viewers in its first series airing, based on prior experience with the producers prior series, "The Brain"; the accompanying trade book sold more than 150,000 copies. The producers of this series are highly skilled at the interpretation of complex scientific subjects on television, with a number of award-winning series to their credit. They have assembled an prestigious international team of advisors and consultants. WNET has a realistic plan for raising the $7.5 million necessary to complete the project from the PBS/CPB Superfund, corporations, and co-production agreements. An award of $200,000 in FY 87 and continuing funding of $200,000 in FY 88 based on satisfactory progress is recommended.