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

Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.