Summative Evaluation of Vanishing Wildlife

The purpose of this summative evaluation was to document visitors' use and impressions of Vanishing Wildlife immediately upon viewing the exhibit and, again, several months after their visit. In addition, staff members wanted to determine if the exhibit motivates visitors to perform specific conservation actions once they leave the aquarium. By collecting data three different ways (through timing and tracking observations, on-site exit questionnaires, and telephone questionnaires), and then comparing the results with data from Monterey Bay Aquarium (MBA) exit surveys, the evaluators were able to present a more complete picture of visitors' experiences during, and as a result of, their visit to Vanishing Wildlife.

The objectives of the study were to answer the following research questions:

• Who visits Vanishing Wildlife?
• How do visitors use the exhibit?
• What impressions, messages, or ideas do visitors take away from the exhibit?
• What do visitors recall from the exhibit two to three months after they visit?
• Do visitors pick up a Seafood Watch card or an Ocean Allies card while visiting the exhibit? If so, do they perform the desired conservation actions?
• How do visitors' on-site responses compare with their responses several months later?