It seems many zoos and aquariums now embrace the idea that one of their main responsibilities—if not their ultimate goal—is to provide education to enhance awareness and understanding of biodiversity, this to help visitors take personal action to conserve biodiversity. Until recently, there had been no definitive study of the effectiveness of these efforts: however, in 2014, the World Association of Zoos and Aquariums (WAZA, see http://www.waza.org/) conducted A Global Evaluation of Biodiversity Literacy in Zoo and Aquarium Visitors, available at http://www.waza.org/en/site/conservation/environmental-education/impact-evaluation, the report on which analyses and summarizes the most comprehensive zoo and aquarium visitor biodiversity awareness survey ever undertaken, covering 30 WAZA member organizations. (Of direct relevance to this query is the fact that the pre- and post-visit survey forms, that might be used to articulate questions, are annexed at the back of the report.)

Thanks Olivier, I'll take a look into it!

you can use Handbook of marketing scales and look for example at CBR scale (customer based reputation scale of a service firm) and also other scales related with attitudes and ethic. 

Hi Laurie, a couple of thoughts but maybe on the wrong tangent

It may help to first refine your definition of zoos and aquariums in order to understand where 'people' perceive a zoo or aquariums social responsibility as being fully or partially fulfilled. At one end of the spectrum a nature reserve providing local employment, funding land conservation and enabling the wild interactions of native multi-species populations, at the other end a concrete box in the sun with a polar bear in it which was stolen from its mother by a hunter. Furthermore, you could then see whether perception of a facilities social responsibilities vary between different interested parties; guests, owners, employees, shareholders, wildlife agencies, medical researchers etc.

Alternately, you could question perceptions regarding the overall existence of zoos and aquariums; are they a socially responsible construct in the context of the current information age. Can the dual purpose of conservation and education be alternately achieved without the social cost? This question concerns not just the obvious animal welfare approach but also examining the business case. Do prohibitive running costs and substantial entrance fees mean that such facilities are not the most effective method of achieving their social objectives?

Thanks Jolanta and David, your help is much appreciated!