Research Reports from the Department of Operations
Document Type
Report
Publication Date
10-1-1973
Abstract
As Phase I of a market research study of the Cleveland Zoological Park, the socio-economic and demographic characteristics of the zoo visitor, actual and potential, have been investigated during the summer of 1973 through a series of on-site and telephone interviews. Further, the visitors opinions were solicited on various zoo-related subjects. Phase II, planned for 1974, will follow up with a series of controlled experiments and innovations seeking ways to increase both attendance and revenue. The results of Phase I are reported in this paper. The following visitor information has been collected and analyzed: geographic distribution, identity of decision-maker, frequency of visits both to the Zoo and to other similar facilities, size and composition of visiting parties, transportation used, and opinion on fees, various exhibits (especially those requiring additional payment), and the other matters. A variety of conclusions have been drawn, and based on these results an outline of Phase II has been prepared which includes possible experiments in the areas of marketing, transportation, facilities improvement, fee adjustment, and special events.
Keywords
Operations research, Cleveland Zoological Park, Zoos--Economic aspects, Marketing, Zoo exhibits, Zoos--Management, Market surveys, Zoo visitors--Ohio--Cleveland
Publication Title
Technical Memorandums from the Department of Operations, School of Management, Case Western Reserve University
Issue
Technical memorandum no. 320
Rights
This work is in the public domain and may be freely downloaded for personal or academic use
Recommended Citation
Dean, Burton V.; Emmons, Hamilton; and Dadachanji, Keki R., "Market Survey for the Cleveland Zoological Park" (1973). Research Reports from the Department of Operations. 282.
https://commons.case.edu/wsom-ops-reports/282