SI 622 Assignment 5: Survey

Authored by:
Group 3: The Garden Club
Alyssa Kata
Marlon Phillips
Han Kyong Yun
Jun Zhang
Jim Rampton

Prepared for: David Michener

March 19, 2013
Word Count: 3,930
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Executive Summary

Our project is focused on the information needs of potential users of the University of Michigan
Peony Gardens website. With the help of the garden staff, we recruited 57 members of the
Matthei Botanical Gardens and Nichols Arboretum listserv to take an online survey we
developed. We felt these people represented both potential public garden visitors and visitors of
public garden websites. Because we could not guarantee that these users had actually visited
the UM Peony Garden or the current version of its website, we focused on finding out what type
of general information our respondents find helpful when planning garden visits and/or
researching peonies (when applicable). Once data was collected from our survey respondents,
our team analyzed it and generated six findings and corresponding recommendations for five of
the findings as follows:
Finding 1: Before visiting a public garden, participants primarily find parking
information on the gardens website.

Finding 2: Respondents reported that the most useful types of information on a
public garden website are the types of flowers in the garden, when they are in
bloom, and information on events at the garden.

Finding 3: The most important reasons people visit public gardens are for
fun/entertainment, to learn more about different types of plants and flowers, and
to get ideas for their own garden.

Finding 4: For those participants who research peonies, the most common types
of topics they have searched for in the past are how to properly transplant them
and care for them after planting.

Finding 5: Respondents primarily use search engines and websites of specific
public gardens, like the UM Peony Garden, to research peonies.

Finding 6: Photos of peonies and peony expert Q&A or FAQ sections are the
website features found to be most useful to respondents who research peonies.

Some of our recommendations are to highlight the peony resources on the homepage slider and
on the gardens Facebook, add how to videos to the site on growing and transplanting peonies,
add a Google Maps widget to make the parking information on the site more valuable, add
photos of past events to give users an idea of the fun experiences to be had at the garden, and
continue to add photos to the peony database.

! #!
Introduction

The University of Michigan Peony Gardens website (http://mbgna.umich.edu/peony) is a sub-
site of the larger Matthei Botanical Gardens and Nichols Arboretum (MBGNA) site, as the
garden itself is a part of the Nichols Arboretum on UMs Central Campus. The sites global
navigation toolbar breaks the site into five different sections: About the Garden, Plan Your Visit,
Peony Database, Peony Resources, and Get Involved. Accordingly, there are a few different
ways that users would potentially use the site. The first way would be to find out general
information about the garden, such as garden history, news/events, and information on the
gardens historic peonies. Secondly, users might come to the site for information on planning
their visit to the garden, such as when the peonies are in bloom, how to get to the garden and
where to park, tours offered, and photomaps showing them where to find their favorite peonies
once there. Users may also come to the site in order to search for specific peonies in the Peony
Database section, or browse by cultivar, cultivar group, breeder, form, color, season, or country
of origin. Users may also take advantage of the Peony Resources section to find information on
how to care for their flowers, peony diseases, peony organizations, where to find other peony
gardens, as well as watch informational videos. Finally, users could potentially use the site to
find out how to give back to the garden with their time or money.

Taking into consideration these tasks, our group decided to target people who would be both
potential users of public garden websites and visitors to public gardens, like the UM Peony
Garden, in the form of Matthei Botanical Gardens and Nichols Arboretum listserv members. We
felt that since these people were on an e-mail listserv for a public garden they would likely be
interested in visiting public gardens and their websites. We also hoped that this group of people
would include some peony enthusiasts or researchers who would potentially use the UM Peony
Gardens website to look up information on peonies. Since we could not guarantee that they
were, however, we included a question asking if respondents ever did research or looked up
information on peonies and used skip logic to skip all questions related to peony research if the
respondent answered no to strengthen the accuracy of our results. Because we did not target
current users of the site specifically, our research questions focused more generally on our
respondents motivations, habits, and goals for visiting public gardens, visiting public garden
websites, and researching peonies (if applicable). This is similar to the information we were
looking for when conducting interviews for our previous report, however, we had a much larger
group of participants to give us a broader idea of potential users information needs, habits, and
motivations. Specifically, our research questions were: 1) What do people want to know when
planning garden visits? 2) For those respondents who research or look up information on
peonies, what information do they want to know about them? 3) How do people find this
information about peonies or garden visits?

Methods

Since our target audience of potential visitors to public gardens and public gardens websites is
very large and broad, we worked with the staff at the UM Peony Garden to recruit participants
for our study. To recruit participants, the Peony Garden staff sent out an email to 3000+ people,
! $!
including some paid members of the Matthei Botanical Gardens and Nichols Arboretum as well
as non-members, who were on their email listserv asking them for help. This would be
considered a purposive sample because our respondents were not representative of the larger
group, all potential garden and garden website visitors. Due to the size and diversity of our
target population, we were unable to access a group representative of the entire population.
Even though our sample was non-representative we wanted to make sure that the participants
who took our survey would be likely to visit public gardens and public garden websites. As
incentives to participate in the study, the Peony Garden staff provided free copies of the book
Michigan Trees and a 15% discount at the garden gift shop to survey respondents. 92
participants provided their contact information and 88 were emailed our survey (four were
emailed a pilot version of our survey and asked to provide feedback before the final version was
sent out).

Out of those 88 who were emailed 57 took our survey, which was a 64% response rate. From
Figure 1 pictured below, you can see that we had 11 males and 45 females who took the survey
and there were both male and female respondents who lived outside of the city limits of Ann
Arbor. It is also important to mention that of the 57 participants who took the survey only one
was from outside the state of Michigan.

Figure 1

To ensure ease of participation for our respondents, we developed an online survey, which was
our instrument for gathering data. Our group formulated three research questions (those listed
in our introduction) and drafted our initial survey questions (Appendix A). These questions
addressed the types of information users look for in a garden website, both for planning garden
visits and researching peonies, and how they find it. We sent our draft to four participants who
were contacted ahead of time in order to test the surveys reliability, validity, ease of use, and
question clarity and asked them to answer some basic questions, as well as provide us
comments on their thoughts about the pilot survey, so that we could fix any possibility of
confusion or misinterpretation. We also asked those who took the pilot version to record the
time it took them to complete the survey, since we did not want respondents to drop out before
completing the survey if they deemed it too long or time-consuming. Afterwards we made the
appropriate changes and sent out our final survey (Appendix B) using the survey website,
Qualtrics (http://www.qualtrics.com/). The survey was active for one week after we distributed it
via email to the 88 volunteers, 57 of which took and completed the survey.
! %!

We developed our findings and recommendations by looking for the most prevalent responses
found in our questions and determining which of these popular responses we would be able to
provide our client recommendations based upon. We first wrote down what we thought our
most important findings were on a chalkboard as a group and then determined which of these
findings would have the most value for the UM Peony Garden staff. After we compiled our
findings, we then finalized appropriate recommendations. Our findings are based on common
trends that we found in multiple questions and from open-ended comments that we gathered
from respondents. Although we utilized both multiple choice and Likert scale questions for
which we provided a list of pre-determined answers, for most questions we also allowed
respondents to type in their own response in a box labeled Other. For a complete list of survey
questions and results, please refer to Appendices B and C.

Findings and Recommendations

Finding 1. Before visiting a public garden, participants primarily find parking information
on the garden's website.

Based on the results of our previous interview study, we recognized parking is an important
issue to the visitors of the UM Peony Garden, particularly if they are unfamiliar with the area.
Survey respondents overwhelmingly (93%) responded that they rely on the official website of
the public garden they are visiting for finding out parking information. 31% of respondents used
Map websites, such as Google maps or MapQuest, to obtain the information. 15% of
respondents said that they get parking information from brochures and 9% from calling the
garden directly. These results suggest that users prefer finding parking information online,
especially from a public garden's website.



Figure 2
Before visiting a public garden, where do you find parking information?
(Please select all that apply.)
!
! &!

Recommendations: The UM Peony Garden's website currently has some parking information
on the Getting to Nichols Arboretum page (http://mbgna.umich.edu/peony/getting-nichols-
arboretum), however we suggest making this information easier to find on the site. We
recommend adding a link specifically labeled Parking under the Plan Your Visit tab in the
navigation toolbar to a page dedicated only to parking information. This page would include
more specific information, such as available parking options near the garden and the cost of
these parking options. We also recommend adding a Google Maps plug-in or widget to allow
users to get directions to the garden. Currently, there is only a screenshot of a Google map
showing website visitors where the garden is located within a small radius.

Finding 2: The most important reasons people visit public gardens are for
fun/entertainment, to learn more about different types of plants and flowers, and to get
ideas for their own gardens.

When asked Please rate how important the following reasons are to you for visiting public
gardens, (see figure 3) fun/entertainment and learning more about flower/plant species were
most frequently ranked by respondents as very important reasons for visiting public gardens.
Getting ideas for your own garden was a close second as an important reason for visiting
public gardens.

Figure 3
Please rate how important the following reasons are to you for visiting
public gardens.
! '!

Recommendations: Since people come to public gardens for fun experiences and learning
more about flowers and gardening, it is likely that they would visit the website of a garden for
similar reasons- to find out what kinds of fun experiences they can have at the garden and to
find resources for planning their own garden or learning about flowers grown at the garden.
Currently, we feel the UM Peony Garden website does a good job of featuring information
related to planting and caring for peonies prominently on the site. Therefore, we recommend
keeping that information salient by featuring recent articles, blog posts, videos, etc. from the
garden staff on the main slider of the website to showcase the gardening content available to
website visitors. Updating this slider more regularly would allow website visitors to see the vast
wealth of information already available on the site that they may not have yet come across
themselves. We also recommend continuing to highlight event information on the homepage of
the site to give people an idea of the fun and unique experiences that they can have at the
garden. Adding photos of past events with descriptive captions on the See All Events page (or
elsewhere) may also be persuasive in turning website visitors into garden visitors.

Finding 3: For those participants who research peonies, the most common topics they
have searched for in the past are how to properly transplant peonies and how to care for
them after planting.

When participants were asked if they ever researched or looked up information on peonies or
on peony gardening, 37 out of 55 respondents said they had done research or looked up
information on peonies or peony gardening. Also, 16 respondents who answered yes to the
question, Do you ever research or look up information on peonies or peony gardening?
responded that they had been to the current version of the UM Peony Gardens website. This
means that researching peonies is likely an important motivation for people to visit the site.
Figure 4
! (!



As a follow-up we asked participants, When researching peonies, what information have you
looked for in the past. Over 70% of those who do research or look up information on peonies
responded that they have looked up information on how to care for peonies and how to
transplant them.

Figure 5

Recommendation:
Though the site does provide information on how to plant peonies as well as how to care for
them in a text format, we recommend adding how to video clips for users to watch on planting,
transplanting, and caring for peonies. A video clip reiterating the information in the text will
allow users to choose the medium that they prefer and reinforce this information visually, if they
choose to explore both. Since planting and moving peonies is a multi-step process, it may be
easier for users to absorb this information visually than by just reading about it.

We also recommend adding a forum or comments section to the page titled Growing Peonies
to allow users to ask questions and share their peony knowledge with one another. However,
we do realize this recommendation may not be as feasible as our other recommendations
because of the time and resources needed to maintain these particular types of website
features.
! )!

Finding 4: Respondents reported that the most useful types of information on a public
garden website are the types of flowers in the garden, when they are in bloom, and
information about events at the garden.

When participants were asked why they would visit a public garden website, it was found that 47
out of 56 respondents do so in order to find out the bloom dates or growing season of the
garden and 43 respondents do so to find information about events at the garden.






It was also found that when participants were asked When you visit websites of public gardens,
how useful do you usually find the following information? two of the three answers rated most
frequently as very useful were garden events information (31 out of 57 responses) and bloom
dates or information on the gardens growing season (32 out of 57 responses), as seen in
figures 7.1 and 7.2.


In general, why would you visit a public garden website, such as
the UM Peony Garden's site? (Please select all that apply.)
Figure 6
! *+!




When participants were asked, What information is important for you to know or have prior to
visiting a public garden? 45 of the 57 respondents chose what types of flowers or plants you
can see at the garden, what events are taking place, and price of admission to garden, 43
participants chose the answer when the garden is in bloom.
As a follow up question, participants were asked, Which of your selections is MOST important
for you to find out prior to visiting a public garden? 35% of participants selected, What types of
flowers or plants you can see at the garden as the most important information to know prior to
visiting a garden.

When you visit websites of public gardens, how useful do you usually find the
following information?
Figure 7.2
Figure 7.1
What information is important for you to know or have prior to visiting a
public garden? (Please check all that apply.)
Figure 8.1
! **!






Recommendations: Based on the results from the survey it became very clear that users view
information on events and when particular plants are in bloom as very important. We
recommend adding the See All Events page (http://mbgna.umich.edu/peony//events) as a link
under the Plan Your Visit tab. This will make it easier for users to find, particularly if they are in
the process of planning their visit to the garden.


Finding 5: Respondents primarily use search engines and websites of specific gardens, like the
UM Peony Garden, to research peonies.

The most popular answers to the question What Internet resources do you use when
researching peonies? were Google or other search engine (28 out of 37 responses), specific
gardens websites, such as the UM Peony Gardens website (23 out of 37 responses), and
nursery websites (23 out of 37 responses).


Which of your selections is MOST important for you to find out prior to
visiting a public garden? (Select only one.)
Figure 8.2
! *"!

Figure 9

While we do not have any recommendations related to this finding, it may be a helpful reminder
that the UM Peony Garden website is likely looked at as an important resource for peony
research.

Finding 6: Photos of peonies and peony expert Q&A or FAQ sections are the website features
chosen most often as useful to users.

The two most chosen answers for the question What website features have you encountered
when researching peonies that have been useful to you? (Please select all that apply.) were
peony photos (33 out of 37 responses) and Q&A or FAQ sections by peony experts (20 out of
37 responses).


What Internet resources do you use when researching peonies?

! *#!

Figure 10
Recommendations: We recommend continuing to add photos of specific peonies to the sites
peony database for the entries that do not already have them to make the resource more
valuable to users. We also suggest adding more content to the Ask the Experts section of the
site on a consistent basis since those who research peonies find value in this particular
information format. The Ask the Experts feature of the website could also be showcased in
the slider on the homepage so that users are able to find it quickly when they arrive at the site.
This feature of the website could also be promoted on the gardens Facebook page to attract
new users, peony enthusiasts or researchers especially, to the site.

Discussion

Upon reflection our survey did have some shortcomings that could have possibly impacted the
results. First, one of the answer options we provided for the question In general, why would
you visit a public garden website, such as the UM Peony Garden's site? was too vague. This
option stated to plan a visit to the garden, which could include many tasks, like looking up
hours of operation, parking information, directions, admissions cost, information on events, etc.
and could have been broken down into more specific choices in order to collect more detailed
information. Some of the other options actually could fall into the category of planning a visit,
such as to find bloom dates, to find parking information, to check out others experiences at
the garden, and to find information about events at the garden, so we could have eliminated
the option about planning garden visits all together and expanded the other options to find out
what specific information is important to website visitors.

We also only received responses from people who were on an e-mail listserv for the Matthei
Botanical Gardens and Nichols Arboretum. The 57 people who chose to take the!survey may
What website features have you encountered when researching peonies
that have been useful to you? (Please select all that apply.)
! *$!
not have been representative of all public garden visitors and garden website visitors.
Therefore, a larger sample size may have produced different results. We also included
questions on peony research habits, which were only presented to the respondent if they
answered yes to the question Do you ever research or look up information on peonies or peony
gardening? Although we were not specifically targeting peony enthusiasts we hoped that some
of the respondents would be people who liked to do research or look up information on peonies
so that we could get some feedback that would be more specific to the UM Peony Garden and
their website, rather than just public gardens in general. In the future, it may useful to target
only those who are interested in peonies and conduct a study on how useful they find the peony
research resources available on the UM Peony Gardens website and comparable sites.
However, given our timeframe and resources we were not able to do this.

Another shortcoming of our survey is that 22 respondents had visited the current iteration of the
UM Peony Gardens website, while the other 34 had visited an old version or had not visited at
all. These two groups of users may have had different biases because of their past experience
with the UM Peony Garden website, or lack thereof, and may have answered the survey
questions with the Peony Gardens website in mind, while others may have had different public
gardens websites and their specific resources in mind. For example, when we asked users to
rate how useful they usually find certain types of information on a public garden website, if one
user was considering the parking information on a website of garden that is located in their
hometown they might already know where to park and therefore not find this kind of information
useful. However, another user could have specifically been thinking of the UM Peony Gardens
website as their mental reference of a public garden website and having not been from Ann
Arbor, rank parking information higher in usefulness. Also because we could not guarantee that
our respondents had visited the current website we were unable to ask questions about such
things as the look and feel of the site and the ease of user navigation that would require users to
have looked at and used the site prior to responding to the survey. These topics may be better
suited to be explored during future usability tests of current site users.

Conclusion

We have presented findings and recommendations based on an online survey of 57 individuals
who are members of the Matthei Botanical Gardens and Nichols Arboretum e-mail listserv and
therefore are potential public garden and public garden website visitors. Our survey helped our
team identify what information is important to visitors prior to visiting a garden, what resources
individuals use to research peonies and what information they want to know about peonies, and
what resources or types of information are important for a public garden website to contain.
From the survey, it was found that parking information was important for respondents to know
prior to their visit of a public garden. It was also found that individuals visit gardens, for fun/
entertainment, to learn more about plants/flowers at the garden, and to get ideas for their
personal garden. Users find that the most useful information on garden websites is information
on what types of flowers are grown at the garden and when they are bloom and information on
events that are occurring there. For respondents that research peonies, it was found that they
use search engines or find information directly from garden websites. Photos and expert Q&A or
FAQ sections were found to be most useful website features for those who research peonies.
! *%!
Based on these findings, our team developed recommendations that if implemented, we believe
will help make the UM Peony Garden site more valuable to its potential users.




Appendices

A. Pilot Survey Questions

Male
Female
Ann Arbor
City in Michigan outside of Ann Arbor
Outside of Michigan
Homemaker
Retired
Employed
Not Employed
Self-employed
Other, please specify
High school or equivalent
Associate's degree / Vocational Program
Bachelor's degree program
Master's degree
Doctoral degree
1-3 times per year
4-6 times per year
7+ times per year
1-5 hours
6-10 hours
11 hours or above
PiIot Survey
Thank you for agreeing to take our survey about your garden website usage.This survey was created as a part of a University of Michigan School of
nformation graduate students class project. Your feedback will be used to improve the website of the UM Peony Garden. We appreciate you spending 5 to
10 minutes of your time to assist us. All of your responses are completely anonymous. f you have any questions, please send an email to
rampton@umich.edu. Thanks again!
What is your gender?
What is your age?
Where do you currentIy reside?
What is your current occupation?
What is the highest IeveI of education you have compIeted?
How often do you visit pubIic gardens Iike the NichoIs Arboretum?
How many hours per day do you spend on the web?
Very important
Somewhat important
Neither important nor unimportant
Somewhat unimportant
Very unimportant
yes
No
What Internet resources do you use when researching Peonies?
Blogs Google or other search engine
Chat rooms / Forums Peony Garden website
Academic sites and resources Other (please specify)
Peony club/ Organizations
What information is important for you to know prior to visiting pubIic a garden?
(PIease check aII that appIy.)
Where to park Where to find the flowers you want to see in the garden
Directions to garden Price of admission to garden
What events are taking place Reviews by past guests detailing their experiences at the garden
What types of flowers or plants you can see at the garden When the garden is in bloom
f official tours are offered other, please specify
How important is knowing what types of fIowers are in bIoom at a garden when deciding whether to visit?
Have you ever visited a garden website for a pubIic or private garden?
In generaI, why wouId you visit a peony garden website?(SeIect aII that appIy)
to find bloom dates or growing season to ask garden experts or ask general questions
to find parking information to learn about the history of the garden
to view pictures of plants and/or the garden to find information about events at the garden
to research plants or find general information about gardening other, please specify
to plan a visit to the garden don't visit garden Websites.
to check out others' experiences at the garden
ScaIe the usefuIness of the information you get from a garden website that you have visited?

Very useful Somewhat useful Neutral Somewhat useless Useless
Bloom dates or growing
season

Parking information
Pictures of plants and/or the
garden

General information about
plants or gardening flowers
or other plants

nformation on planning
visits to the garden

nformation on others'

Less than one minute
1 to 3 minutes
4 to 10 minutes
11 to 20 minutes
20+ minutes
Yes
No, but did before October 1, 2012
No, have not visited the site at all.
experiences at that garden
nformation obtained from
asking peony experts
general questions

History of the garden
Garden events information
What is the average time you spend on a garden website per visit?
Since October 1st, 2012, have you ever visited the University of Michigan Peony Garden Website?
Before coming to the UM Peony Garden, where do you find parking information?
(SeIect aII that appIy)
The official website of the garden Ann Arbor city website
Maps website like Google Maps or MapQuest Physical (paper) map
Brochures Other- please specify
Phone call directly to the garden have never been to the UM Peony Garden
Which of your seIections is MOST important for you to find out prior to your visit of the UM Peony Garden? (SeIect onIy one)
Where to park Where to find the flowers you want to see in the garden
Directions to garden Price of admission to garden
What events are taking place Reviews by past guests detailing their experiences at the garden
What types of flowers or plants you can see at the garden When the garden is in bloom
f official tours are offered other, please specify
Why do you visit the UM Peony Garden?

very important Somewhat important Neutral Somewhat unimportant Not at all important
Fun/entertainment
Spend time with family
Attend special events
Shoot photography
Learn more about
flower/plant species

Get ideas for personal
garden

Exercise
Other

Search engines
Peony Garden Website
Matthei Botanical Gardens and Nichols Arboretum Website
University of Michigan Homepage (umich.edu)
None
Basic Knowledge
Conversational Knowledge
Working Knowledge
Expert Knowledge
How do you find information about the events that take pIace at the NichoIs Arboretum such as the Shakespeare FestivaI?
What wouId you consider your IeveI of knowIedge on peonies?
What is your reasoning or motivation for gathering information on peonies? (check which appIy)
General interest Purchasing Peonies
Personal Garden / Growing tips To inform someone else
Educational/Academic Other, please specify
Beauty / Aesthetic
What resources do or have you used to find information on peonies? (check aII that appIy)
Word of mouth (friends, family) Garden / Park visits
nternet Brochures and nformational handouts
Books / Publications Education
Magazines other, please specify
B. Final Survey Questionnaire

Male
Female
Ann Arbor, M
City in Michigan outside of Ann Arbor
Outside of Michigan
High school or equivalent
Associate's degree / Vocational Program
Bachelor's degree
Master's degree
Doctoral degree
Homemaker
Retired
Self-employed
Employed
Not Employed
Other, please specify
0-5 hours
6-10 hours
11 hours or more
0 times per year
1-3 times per year
4-6 times per year
7+ times per year
FinaI Survey
Thank you for agreeing to take our survey about your usage of public garden websites and your peony research habits. This survey was created as a part of
a University of Michigan School of nformation graduate class project. Your feedback will be used to improve the website of the UM Peony Garden. We
appreciate you spending 5 to 10 minutes of your time to assist us. All of your responses are completely anonymous. f you have any questions, please send
an email to rampton@umich.edu. Thanks again!
What is your gender?
What is your age?
Where do you currentIy reside?
What is the highest IeveI of education you have compIeted?
Which of the foIIowing best describes you?
How many hours per day do you spend using the Internet?
On average, how often do you visit pubIic gardens, Iike the NichoIs Arboretum or Matthei BotanicaI Gardens?
Very important
Somewhat important
Neither important nor unimportant
Somewhat unimportant
Very unimportant
do not visit public gardens.
What information is important for you to know or have prior to visiting a pubIic garden?
(PIease check aII that appIy.)
Parking maps Price of admission to garden
Directions to the garden Reviews by past guests detailing their experiences at the garden
What events are taking place there When the garden is in bloom
What types of flowers or plants you can see at the garden Other, please specify
f official tours are offered do not visit public gardens.
Where to find the flowers/plants you want to see in the garden
Which of your seIections is MOST important for you to find out prior to visiting a pubIic garden? (SeIect onIy one.)
Parking maps Price of admission to garden
Directions to the garden Reviews by past guests detailing their experiences at the garden
What events are taking place there When the garden is in bloom
What types of flowers or plants you can see at the garden Other, please specify
f official tours are offered do not visit public gardens.
Where to find the flowers you want to see in the garden
How important is knowing what types of fIowers are in bIoom at a pubIic garden when you are deciding whether to visit it?
Before visiting a pubIic garden, where do you find parking information?
(PIease seIect aII that appIy.)
The official website of the garden Website for the city the garden is located in
Maps website like Google Maps or MapQuest Physical (paper) map
Brochures Other- please specify
Phone call directly to the garden have never been to a public garden.
PIease rate how important the foIIowing reasons are to you for visiting pubIic gardens.

Very important Somewhat important Neutral Somewhat unimportant Not at all important
Fun/entertainment
Spending time with family
or friends

Attending special events
Shooting photography
Learning more about
flower/plant species

Getting ideas for your own
garden

Exercise
Search engine, such as Google or Bing
The garden's official website
The garden's social media pages, such as Facebook or Twitter
User-generated review websites, such as Yelp! or Trip Advisor
A garden's e-mail listserv
Newspapers
Magazines
Brochures from the garden itself
The website for the city the garden is located in
Word of mouth
Gardening organizations' websites, such as the American Peony Society
Other- Please specify
have never looked for information about a public garden.
Yes
No
Other (optional)

Which of the following sources have you used to find information about a public garden? (Please select all that apply.)
Rate the following sources on how useful they have been to you when looking for information on public gardens.

Very
useful
Somewhat
useful
Neutral
Somewhat
useless
Useless
Not
applicable
Search engine, such
as Google or Bing

The garden's official
website

The garden's social
media pages, such as
Facebook or Twitter

User-generated
review sites, such as
Yelp! or Trip Advisor

A garden's e-mail
listserv

Newspapers
Magazines
Brochures from the
garden itself

The website for the
city the garden is
located in

Word of mouth
Gardening
organizations'
websites, such as the
American Peony
Society

Other- Please specify

Have you ever visited a website for a pubIic garden?
Less than one minute
1 to 3 minutes
4 to 10 minutes
11 to 20 minutes
20+ minutes
do not visit public garden websites.
Yes
No, but did before October 1, 2012
No, have not visited the site at all.
None
Basic Knowledge
In generaI, why wouId you visit a pubIic garden website, such as the UM Peony Garden's site? (PIease seIect aII that appIy.)
To find bloom dates or growing season To ask questions of garden experts
To find parking information To learn about the history of the garden
To view pictures of plants and/or the garden To find information about events at the garden
To research plants or find general information about gardening Other, please specify
To plan a visit to the garden don't visit public garden websites.
To check out others' experiences at the garden
When you visit websites of pubIic gardens, how usefuI do you usuaIIy find the foIIowing information?

Very useful Somewhat useful Neutral Somewhat useless Useless Not applicable
Bloom dates or information
on the garden's growing
season

Parking information
Photos of the garden
landscape

Close-up photos of
flowers/plants found at the
garden

General information about
plants or gardening

nformation on planning
visits to the garden

nformation on others'
experiences at that garden

nformation obtained from
asking questions of garden
experts

History of the garden
Garden events information
Other- please specify

What is the average time you spend on a pubIic garden website per visit?
Since October 1st, 2012, have you ever visited the University of Michigan Peony Garden Website?
What wouId you consider your IeveI of knowIedge on peonies?
Conversational Knowledge
Working Knowledge
Expert Knowledge
Yes
No
When they are in bloom
How to plant them
How to transplant them
nformation on peony diseases
Breeder
Cultivar
Country of origin
Where to buy them
How to care for them after planting them
Peony photos
History of specific peonies
Other (please specify)
Do you ever research or look up information on peonies or peony gardening?
What is your reasoning or motivation for gathering information on peonies? (PIease check aII that appIy.)
General interest Purchasing peonies
Planning your own personal garden / Growing tips To inform someone else
Educational/Academic Other, please specify
Beauty / Aesthetic
What resources do you or have you used to find information on peonies? ( PIease check aII that appIy.)
Word of mouth (friends, family) Brochures and nformational handouts
nternet Newspapers
Books Classes
Magazines Nursery catalogs
Garden/Park visits Other, please specify
What Internet resources do you use when researching peonies?
Blogs Google or other search engine
Discussion forums
Specific peony gardens' website(s), such as the UM Peony Garden's
website
Chat rooms Nursery websites
Academic sites and resources Other (please specify)
Peony organizations' websites
When researching peonies, what information have you looked for in the past?
Peony photos
Blogs
Peony databases
Q&A or FAQ sections by peony experts
Tutorial videos
Discussion forums
Chat rooms
Peony care calendar
Other- Please specify
do not use websites to find information on peonies.
What website features have you encountered when researching peonies that have been useful to you? (Please check all that apply.)
C. Final Survey Results
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SLandard uevlaLlon 1.36
1oLal 8esponses 33


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on plannlng
vlslLs Lo Lhe
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32 18 3 0 0 1 34 1.34
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1 13 23 4 4 4 33 3.13
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33 19 2 0 0 1 33 1.31
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Advlsor
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6 newspapers 3 16 14 3 2 13 33 3.49
7 Magazlnes 6 18 16 4 3 7 34 3.02
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from Lhe
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13 23 9 2 0 4 33 2.26
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for Lhe clLy
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4 14 13 8 2 12 33 3.49
10
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21 18 8 1 2 4 34 2.20
11
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organlzaLlons'
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such as Lhe
Amerlcan
eony SocleLy
10 8 19 2 2 13 34 3.31
12
CLher- lease
speclfy
1 0 0 0 0 3 4 4.73

CLher- lease speclfy
8ook: 1he vlslLor's Culde Lo Am Cardens


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1he
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webslL
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1he
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's
soclal
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user-
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A garden's
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newspaper
s
Maga
zlnes
8rochu
res
from
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lLself
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webslLe
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clLy Lhe
garden
ls
locaLed
ln
Word
of
mouLh
Cardenlng
organlzaLlons' webslLes,
such as Lhe Amerlcan
eony SocleLy
CLher-
lease
speclfy
Mln
value
1 1 1 2 1 1 1 1 1 1 1 1
Max
value
6 6 6 6 6 6 6 6 6 6 6 6
Mean 1.31 1.24 4.38 4.06 3.40 3.49 3.02 2.26 3.49 2.20 3.31 4.73
varlance 0.70 0.33 2.28 2.34 3.47 2.79 2.28 1.78 2.72 2.13 3.20 6.23
SLandar
d
uevlaLlo
n
0.84 0.74 1.31 1.60 1.86 1.67 1.31 1.33 1.63 1.46 1.79 2.30
1oLal
8espons
es
33 33 33 34 33 33 34 33 33 34 34 4
# Answer

8esponse
1
1he offlclal
webslLe of Lhe
garden
30 93
2
Maps webslLe
llke Coogle
Maps or
MapCuesL


17 31
3 8rochures

7 13
4
hone call
dlrecLly Lo Lhe
garden


3 9
3
WebslLe for Lhe
clLy Lhe garden
ls locaLed ln


1 2
6
hyslcal (paper)
map


0 0
7
CLher- please
speclfy


2 4
8
l have never
been Lo a publlc
garden.


1 2

CLher- please speclfy
l have called clLy bus and handlcap rlde lnfo also. l usually look aL several maps and Lhen call for
speclflc lnfo abouL dlsLances.
never Lhlnk abouL parklng

SLaLlsLlc value
Mln value 1
Max value 8
1oLal 8esponses 34

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# Answer

8esponse
2
1he garden's
offlclal webslLe
31 93
1
Search englne,
such as Coogle
or 8lng
43 82
10 Word of mouLh 33 64
8
8rochures from
Lhe garden lLself


24 44
7 Magazlnes

17 31
3
A garden's e-mall
llsLserv


17 31
6 newspapers

16 29
11
Cardenlng
organlzaLlons'
webslLes, such as
Lhe Amerlcan
eony SocleLy


14 23
9
1he webslLe for
Lhe clLy Lhe
garden ls locaLed
ln


12 22
3
1he garden's
soclal medla
pages, such as
lacebook or
1wlLLer


7 13
4
user-generaLed
revlew webslLes,
such as ?elp! or
1rlp Advlsor


3 9
12
CLher- lease
speclfy


4 7
13
l have never
looked for
lnformaLlon
abouL a publlc
garden.


1 2

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# Answer

8esponse
1 eony phoLos 33 92
4
C&A or lAC
secLlons by
peony experLs
19 33
10
eony care
calendar


17 47
3
eony
daLabases


10 28
6
ulscusslon
forums


9 23
3 1uLorlal vldeos

8 22
2 8logs

2 6
7
CLher- lease
speclfy


1 3
8
l do noL use
webslLes Lo flnd
lnformaLlon on
peonles.


0 0
9 ChaL rooms

0 0

CLher- lease speclfy
hlsLory

SLaLlsLlc value
Mln value 1
Max value 10
1oLal 8esponses 36

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