Part B ONMS VIsitor Center Survey 2.25.19

Part B ONMS VIsitor Center Survey 2.25.19.docx

Visitor Center and Exhibit Survey at ONMS and Partner Outreach Facilities

OMB: 0648-0777

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SUPPORTING STATEMENT


VISITOR CENTER AND EXHIBIT SURVEYS AT THE OFFICE OF

NATIONAL MARINE SANCTUARIES AND PARTNER OUTREACH FACILITIES


OMB CONTROL No. 0648-xxxx


B. COLLECTIONS OF INFORMATION EMPLOYING STATISTICAL METHODS


1. Describe (including a numerical estimate) the potential respondent universe and any sampling or other respondent selection method to be used. Data on the number of entities (e.g. establishments, State and local governmental units, households, or persons) in the universe and the corresponding sample are to be provided in tabular form. The tabulation must also include expected response rates for the collection as a whole. If the collection has been conducted before, provide the actual response rate achieved.


Below is a table of the number of visitors to visitor centers. We expect at least a 45% response rate, based upon current surveys ONMS is currently implementing. The current response rate for the SBNMS wildlife viewing survey (OMB Approval Number 0648-0763) is roughly 25% and the response rate for the CINMS wildlife viewing survey (OMB Approval Number 0648-0729) is roughly 46%. These are much longer surveys, so we feel that 45% is a conservative estimate.


Each site will select a mix of weekdays and weekends to survey respondents. They will survey for a set period of time (1-2 hours) on a given day and select one adult from each group that enters based upon who had the last birthday. The target population is users of the visitor centers (and not the sanctuary). Respondents will be approached by visitor center staff, education and outreach staff, docents, interns and volunteers that have some type of sanctuary logowear on them (such as a shirt or lanyard) and asked to participate in the survey on-site and complete a paper version or electronic version (via tablet or kiosk) or if they prefer to complete the survey at a later date they will be provided with a postcard with a web link to complete the survey. The individual respondent will be sampled. The needed number of completes is shown below (Israel, 1992).


Table 1: Visitor Center and Exhibit 2017 Visitation and Sample Sizes Needed

Program

Sub-unit

FY17

Completes Needed

ASNMS Governor Tauese P.F. Sunia Ocean Center

American Samoa NMS

5,306

370

Florida Keys NMS Eco-Discovery Center

Florida Keys NMS

47,255

397

Exhibits at Texas Seaport Museum

Flower Garden Banks NMS

57,500

397

Reef on the Road Traveling Exhibit and Programs

Flower Garden Banks NMS

8,208

381

Exhibits at Cameron Park Zoo

Flower Garden Banks NMS

450,000

400

Exhibits at Tybee Island Marine Science Center

Gray's Reef NMS

60,000

397

Exhibits at Georgia Southern Museum

Gray's Reef NMS

16,470

390

Greater Farallones Marine Sanctuary Visitor Center

Greater Farallones NMS

17,958

391

Exhibits at Aquarium of the Bay

Greater Farallones NMS

550,000

400

Exhibits at California Academy of Sciences

Greater Farallones NMS

1,500,000

400

Exhibits at Pigeon Point Lighthouse

Greater Farallones NMS

175,000

400

Hawaiian Islands Humpback Whale Sanctuary Visitor Center

Hawaiian Islands Humpback Whale NMS

9,829

385

Coastal Discovery Center - Visitor Center

Monterey Bay NMS

12,000

390

Sanctuary Exploration Center - Visitor Center

Monterey Bay NMS

56,000

397

Olympic Coast Discovery Center - visitor center

Olympic Coast NMS

6,000

375

PMNM Mokupāpapa Discovery Center - visitor center

Papahānaumokuākea MNM

59,544

397

Exhibits at Maritime Aquarium at Norwalk

Stellwagen Bank NMS

300,000

400

Exhibits at Maritime Gloucester

Stellwagen Bank NMS

30,000

397

Great Lakes Maritime Heritage Center

Thunder Bay NMS

93,943

400

Exhibits at NPS Point Reyes Bear Valley Visitor Center

Cordell Bank NMS
Greater Farallones NMS
ELP SOS Network

290,000

400

Exhibits at NPS Point Reyes Ocean Exploration Center

Cordell Bank NMS
Greater Farallones NMS

131,700

400

Green highlighted fields represent visitor centers, the non-highlighted rows are exhibits.


2. Describe the procedures for the collection, including: the statistical methodology for stratification and sample selection; the estimation procedure; the degree of accuracy needed for the purpose described in the justification; any unusual problems requiring specialized sampling procedures; and any use of periodic (less frequent than annual) data collection cycles to reduce burden.


Statistical Analysis

Data analysis will be geared toward understanding the attributes of our target population, effectiveness of sanctuary messaging, satisfaction with visitor center services and what could be improved. Attribute profiles for the population will be summarized using basic univariate descriptive statistics. Using a precision level of 5%, a confidence level of 95% and a P=.5 the following table shows the number of responses needed from each site (Israel, 2003). There are no unusual problems requiring additional methods/techniques. See Table 1 above.


Degree of Accuracy Needed for the Purpose Described in the Justification

The sample will be a convenience sample of our target population – users of the visitor center. We do not know demographics of the population, so it is not possible to weight the data. However, as long as the recommended sample sizes are obtained we expect the sample to be representative of the population.


Unusual Problems Requiring Specialized Sampling Procedures

We do not anticipate any unusual problems that require specialized sampling procedures. We do not plan to collect demographic information on approached individuals who decline the survey.


3. Describe the methods used to maximize response rates and to deal with nonresponse. The accuracy and reliability of the information collected must be shown to be adequate for the intended uses. For collections based on sampling, a special justification must be provided if they will not yield "reliable" data that can be generalized to the universe studied.


We anticipate a 45% response rate of the target population, based on past applications of similar collections for National Marine Sanctuaries. Further, in the past, researchers have had no item non-response, even for income questions. (We are not asking income questions on this survey). The data will be used by visitor centers to improve services and provide the types of information respondents’ report they would like to have increased or provided. Respondents may complete the survey on-site or we may provide them with a postcard to log on and complete later. Given the multiple ways to access the surveys, and our expected response rate, we believe the data will be reliable. Further, the respondents are from a group of interested users, which has been shown to yield higher response rates than a random mail or phone survey. For the reasons described above, we do not expect non-response bias to be a significant issue for this collection. Demographic information obtained through the survey will be analyzed for evidence of non-response bias.


4. Describe any tests of procedures or methods to be undertaken. Tests are encouraged as effective means to refine collections, but if ten or more test respondents are involved OMB must give prior approval.


The surveys have been reviewed by ONMS education staff and visitor center staff. These are the people who work closely with our target population and have an understanding of the types of questions that would be most beneficial to improve visitor centers, services and educational experiences.


5. Provide the name and telephone number of individuals consulted on the statistical aspects of the design, and the name of the agency unit, contractor(s), grantee(s), or other person(s) who will actually collect and/or analyze the information for the agency.


NOAA Project Leads

Dr. Danielle Schwarzmann was the primary advisor on the statistical aspects of the study design in consultation with Dr. Leeworthy, Chief Economist, with the Office of National Marine Sanctuaries. They are both experts in this area of research and application.


Project Lead

Dr. Danielle Schwarzmann

Economist

NOAA/NOS/Office of National Marine Sanctuaries

1305 East West Hwy., SSMC4, 11th floor

Silver Spring, MD 20910

Telephone:  301-713-7254

Fax: 301-713-0404

E-mail: Danielle.Schwarzmann@noaa.gov


Project Co-Lead

Dr. Vernon R. (Bob) Leeworthy

Chief Economist

NOAA/NOS/Office of National Marine Sanctuaries

1305 East West Highway, SSMC4

Silver Spring, MD 20910

Telephone: (301) 713-7261

Fax: (301) 713-0404

E-mail: Bob.Leeworthy@noaa.gov



Sources:


Israel, G. PEOD-6, a series of the Program Evaluation and Organizational Development, Florida Cooperative Extension Service, Institute of Food and Agricultural Sciences, University of Florida. Publication date: November 1992.




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