Visitors Survey Results of

Science City, Kolkata

BY:
M A D H U P A R N A
P R I Y A M I

MUKHERJEE(10)

MAJUMDAR(11)

S U V E N D U

INDRA(66)

S A Y A N T A N

CHAKRABORTY(75)

P A R A N T A P

GHOSH (76)

S H I L A J I T

SARKAR(80)

Introduction
This report presents the findings of the survey of the

visits to science city ,the largest science centre in the

sub-continent, under the National Council of Science
Museums undertaken by Govt. since 1 July 1997. of
West Bengal. This report provides wide analysis of
visitors data for individual attraction

Objectives of Our Study

Visitors perception of science city
Improving customer satisfaction
Demographic analysis
Pricing analysis
Product redesigning

DATA CLEANSING
DEFINING A THRESHOLD VALUE FOR A

SUCCESFUL INTERVIEW AND DELETING

FAILED INTERVIEWS(9 QUESTIONS)
DELETION OF INCONSISTENT DATA
REMOVING OUTLIERS
IGNORING MISSING VALUES

Target Respondents

People visiting the science city

Total Questions

18

Total Respondents

1000

Type of Sampling

CONVINIENCE Sampling

Number of successful interviews

883

What is your age?

Age
Age
Above 60 years
41-60 years

5
13

26-40 years

34

16-25 years
Below 15 years

29
19

What is the purpose of your visit?

Percentage
1

Others

11

To accompany children

18

Education & ntertainment

Percentage

19

To gain knowledge

36

Entertainment
15

To visit an important destination

0

5 10 15 20 25 30 35 40

Your educational Background?

Percentage
Technical

Medicine

Vocational

Percentage

Commerce

19

Humanities

30

Science

34
0

10

15

20

25

30

35

40

Your place of residence?

Percentage
Kolkata
Others States

Kolkata suburb
Other Countries

Rest of WB

14%
35%

12%

20%
19%

Your Qualification?
Pecentage

14

31

19

34

Up to 10th Standard
Up to 12th Standard
Graduate
Post Graduate
Doctorate

How do you know about the science city?

Percentage
Others; 9%
Tour Operators; 10%
Friends/Relatives; 23%

Media; 59%

Number of persons accompanying you?

Number of persons (%)
30
25
20
15
10
5
0

Nil

Only 1

2 to 6

7 to 15

Above 15

Have you visited any other Science Museum?

Percentage

Yes
No

46
54

If Yes, Where?
Percentage

1.2
30
60

Birla Museum
Other Science Museums
in India
Aborad

Is this your first visit to the Science City?

Percentage

Yes
No

47%
53%

If yes, number of prior visits to this?

Percentage
1

21%

4 and above

34%

12%
33%

Your latest visit to Science City?

Number of People(%)
51.5
51

51

50.5
50

Number of People(%)

49.5
49

49
48.5
48

Last year

Earlier than last year

Choose the facilities you liked the most?

Percentage

3
34
4
2
4

24
11

13

Space Theater
3d Theater
Dynamotion
Science Park
Evolution Gallery
Marytime Center
Musical Fountain
Rope Way
Gravity Coster
Aquarium
Butterfly
Time Machine
Mirror Magic Gallery
Earth Exploration Hall
Ramp of Dynamotion

Would you like to visit Science City Again?

Percentage

17
Yes
No
83

If no, Why?
Percentage
Expensive

35

Exoected new addition/chnages

12
Percentage

Didn't understand

Less Entertaining

50
0

10

20

30

40

50

60

What is your gender?

Percentage

40
49.5

Male
Female

What is your occupation?

Percentage

4 1

15

20

10

10
10
30

Self mployed
Service
Business
Teaching
Professional
Student
Housewife
Others

Chi-Square Analysis
H0 : There is no impact of educational background

on the purpose of visit

Ha : There is an impact of educational background

on the purpose of visit

Chi-Square Analysis-(Contd)

Chi-Square Analysis (Contd)

As the significance value(0.000) is less than 0.05 , so

we reject the null hypothesis and accept the

alternate hypothesis
Hence we can conclude that educational background

has an impact on purpose of visit.

The Findings in a nutshell

Friends ,relatives are the most important source of

communication followed by media.

Kolkata has max visitors followed by rest of Bengal.
A group of 3-6 people visits the most.
Entertainment is the most motivating factor for

coming to science city.

53% of the people interviewed are first time visitors.
Space theater is the most preferred ride.

Findings in a nutshell (contd)

83% of the people visited said they would prefer to visit

2nd time but 2nd time visitors are very low.

50% of the people interviewed found the rides less

entertaining.
The people from age group 25-40 years and 16-25 years

comes the most.

People who are Students and do services comes the most.

Recommendations
Media(advertisements) can be increased to bring more visitors
Kolkata suburbs can be given more emphasis as visitors from those

region has ne of the least visitors

Helpful guides and volunteers can be employed
Since the visitors mostly comprise of students, students can be

encouraged to visit Science City by

Providing discounts to students

Providing discounts to group of students

Tie-ups with schools

Modifications of the Previous Questionnaire

Added the Introduction
Included open ended questions
Vague wording of questions, not explained properly
The ordering of questionnaire was not proper
Proper guidelines for interviewer to minimize confusion
The questions failed to ask all the information needed
Decreasing the chance of interviewer/respondent bias

reordering options of likert scale

Sensitive Questions asked towards the end of the
interview