Zoo Survey Thank you for visiting the Houston Zoo today. In order to help maximize the zoo-visiting experience for our guests, we have prepared a short survey to rate guest satisfaction. Your time and participation is appreciated. All answers will be ranked on a scale of 1 to 5, with 1 being the least satisfied and 5 being the most satisfied.

How satisfied were you with your overall zoo experience today?

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How satisfied were you with zoo pricing today?

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How satisfied were you with the quality of concessions available for purchase today?

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How satisfied were you with the pricing of concessions available for purchase today?

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How satisfied were you with zoo staff friendliness?

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How satisfied were you with zoo staff knowledge?

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How satisfied were you with the cleanliness of the zoo?

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8. How satisfied were you with the displays in the zoo?

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9. How satisfied were you with the children's zoo area?

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10. How satisfied were you with the Hermann Park area surrounding the zoo entrance?

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11. If you drove to the zoo, how satisfied were you with parking availability near the zoo?

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N/A

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The survey should assess several different aspects of customer satisfaction at the zoo. Not only does it look at overall satisfaction, but it also breaks satisfaction down into discrete areas that help determine the overall satisfaction experience, including parking at the zoo, the park-area surrounding the zoo, pricing, refreshments, zoo exhibits, and the children's area at the zoo. By comparing a customer's overall satisfaction level with the satisfaction levels in discrete areas, the zoo can learn which areas need improvement, and which areas lead customer satisfaction.
The type of data used for the survey questions is ordinal. In fact, I utilized one of the most common forms of the interval scale, the Likert scale, to determine customer satisfaction. There are limitations to an ordinal scale, since customers have to insert their own judgment into the degrees of separation between least, average, and worst. However, I feel like this adequately represents independent variation between customers.

The survey would be an exit-survey, and the survey-takers would attempt to survey all members exiting the zoo for an entire day. There are problems with doing an exit survey at the zoo; because many zoo patrons have small children with them, they might find it inconvenient to engage in a survey. Therefore, while survey participants are taking the survey, the research team should provide entertainment for the children or some other incentive for participating in the survey. The suggestion is that exiting zoo members be offered a choice between a two free rides on the zoo train, two free frozen treats, or two free balloon animals per adult patron that completes the survey. These gifts would only cost the zoo a nominal amount, but would…