Zoological Parks Authority - Parliament of Western Australia - The ...

Zoological Parks Authority ANNUAL REPORT 2012
Disclosures and Legal Compliance
Key Performance Indicators
Effectiveness and Efficiency Indicators
Outcome 1:
Conservation of wildlife
This outcome is measured by surveying our
customers to gauge the extent to which the
Zoo communicates its conservation message.
The following indicators are designed to
measure the extent to which Perth Zoo has
been able to positively influence people’s
attitudes towards the conservation of wildlife
and the environment.
Effectiveness Indicators
To obtain information in relation to effectiveness
indicators 1.1 and 1.2, Ipsos Social Research
Institute (formerly Synovate) was commissioned
by Perth Zoo to conduct customer research in
March and April 2012. Intercept surveys were
conducted with randomly selected Zoo patrons
over 16 years of age. Details of the survey
sampling are as follows:
2009 2010 2011 2012
Population* 636,969 635,136 611,793 640,642
Desired Sample 400 500 500 500
Achieved Sample 404 507 513 505
Sampling Error ±4.5% ±4.5% ±4.3% ±4.3%
*Population is based on annual visitors to Perth Zoo
1.1 The Zoo as an educational/learning experience
“Perth Zoo’s exhibits and displays
educate visitors about conservation
problems facing wildlife”
2009
Actual
2010
Actual
2011
Actual
2012
Actual
2012
Target
Agree 94% 94% 94% 95% 97%
Neither agree/disagree 3% 3% 4% 4% 2%
Disagree 3% 2% 1% 1% 1%
Don’t know – 1% 1% – –
Note to this Indicator
The continued high level of agreement demonstrates Perth Zoo’s effectiveness in education about
wildlife conservation. Innovative exhibit design and signage set in themed gardens engages visitors
to target the delivery of conservation messages. The delivery of conservation messages is also an
integral part of keeper talks, guided tours and special visitor experiences. These complement Perth
Zoo’s education programs aimed at students, schools and the general community.
The Zoo’s website and publications focus on wildlife conservation and assist in delivering
conservation messages to the general public and Zoo visitors. The increasing use and popularity of
social media has provided new opportunities to effectively deliver conservation education.
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