Adding a living component to a museum exhibit

Methods

Summary

Timing + Tracking

Based on the evaluation questions established along with the purpose statement, mixed methods will be used to address the quasi-experimental nature of this study. Timing and tracking will be used following the guidelines established in “Timing and Tracking: Unlocking Visitor Behavior” by Steven S. Yalowitz and Kerry Bronnenkant. Noting the variables discussed by Yalowitz and Bronnenkant, attention will be paid to the visitor’s path, time spent in the exhibit, as well as the amount of time spent discussing different elements within the exhibit. Data collection focused on timing and tracking will note the path the visitor takes through the space, specifically noting the number of stops made and their duration. These three focuses will be compared across the three stages of the study, before live component implementation, during egg implementation, and during chicken implementation. As data is collected across the three stages, the focus on timing and tracking the visitors path and use of the space becomes increasingly important to understand the influence of the live component in each stage of the study.

The timing and tracking instrument (see attachment) designed for this study focuses on the detailed interactive elements of the exhibit space so as to more accurately understand how visitors are interacting differently with the various components from stage to stage. As the timing and tracking instrument focuses on the physicality of the visitor within the space the second method involved in this study, unobtrusive observation, focuses on the change in conversations inspired by the addition of a live component. So as to increase the understanding of how a live component impacts the use and comprehension of the space by visitors, data collection for both instruments is encouraged to occur with the same exhibit visitor.

Listening Guide

Listening to visitor’s conversations is a method not typically used as an evaluation method (Allen, 2002, 3) but can yield useful results in understanding what visitors are learning. This method ties in well with timing and tracking because conversation can play an important role in the movements and directions visitors take in an exhibit. What makes overhearing conversations difficult is how conversations will be listened to and analyzed. The concern is that breaking conversation into different parts can essentially lose or twist the meaning of the conversation ( Leinhardt and Knutson, 2004, 79). Breaking the conversation up into equal sized time units is one way to avoid this problem. This makes it easier to use clear coding methods and to say what percentage of time visitors spend talking about certain subjects but makes it difficult to interpret the conversation as a whole. Breaking a conversation up into different themes such as personal thoughts, object discussion, visit management talk but this focuses more on the visitor’s conversation style than actual dialogue of the museum’s objects. Finally, breaking up the conversation based on physical movement and content discussions are particularly helpful because they can enhance specific element engagement in the space (Leinhardt and Knutson, 2004, 80).

Keeping in mind the considerations raised by Linehardt and Knudson, we will be executing an unobtrusive conversational observation. This will provide qualitative data that can address our second evaluation question, the influence of the addition of the live element on visitors’ conversations.

The unobtrusive observation instrument used for this study is a listening guide (see attachment) divided into three different content areas. These content areas were determined through discussion with Pacific Science Center staff as well as information gained from pilot testing. Data collection will focus on comments made by visitors on specific subjects.Used in one of four designated zones, data collectors will document frequency of comments as well as the comments themselves in fifteen-minute intervals.

Challenges

Pilot Testing Challenges

Pilot testing for this study consisted of three different data collection times at Pacific Science Center. The first data collection set aimed to determine if the original timing + tracking instrument as well as the initial unobtrusive observation method would be feasible for the space. After conducting initial pilot testing, it was found that the timing + tracking instrument could use some adjustments: replication of the base map, noted interactives in the exhibit, and particular behaviors meant to be observed and documented. Pilot testing for this particular instrument was successful and only yielded small changes that were quickly made.

The second instrument for this study, the unobtrusive observation instrument was more difficult to cultivate and thus was the final product of the three pilot testing sessions. In the first session, the team attempted to use microphones in three different locations within the exhibit to record visitor conversations. During the transcription process it was made clear that the ambient noises and shape of the space would not support this method. From there the team attempted to translate the method into an unobtrusive listening guide that would be used on a specific visitor as they explored the exhibit. Pilot testing during the second session found this method to be difficult as well do to the space and the fluctuation of traffic throughout the week. Finally, it was decided amongst the group to use the listening guide in zoned areas of the exhibit so as to place the data collector in a designated space where the space, traffic and ambient noises would not negatively affect data collection. The third round of pilot testing yielded positive results for this method.

Pre Analysis Plan

Data analysis for this study will rely on the two instruments used using data collection: timing + tracking and an unobtrusive observation listening guide. For timing + tracking the team will be utilizing the SPSS data system to store data as it is delived by data collectors and then to begin analysis. For the unobtrusive observation listening guide, coding will be used as the main form of data analysis. Given the organic nature of visitor’s conversations, a coding rubric will be needed to sort through comments made by visitors and the notes made by data collectors to from a comprehensive and complate collection of data.