The Ocean Project Tracking Survey 2009

The Ocean Project
A summary of tracking data at the 100% data collection milestone

September 2009
SUMMARY OF TRACKING DATA
Protecting the environment is a priority for the government.

(scalar variable, 0-100)
Mean 59
Protecting the environment is the responsibility of the federal government.

Mean 62
Protecting the environment should be a priority for the government.

Mean 65
Protecting the environment is the responsibility of state government.

Mean 57
Protecting the environment is the responsibility of local government.

Mean 50
The public education system is in better condition than the environment.

Mean 65
Protecting the environment is a higher priority than improving public education.

Mean 68
The U.S. health care system is in better condition than the environment.
Mean 46
The Ocean Project - September 2009 Tracking Page 1

Individual citizens are responsible for protecting the environment.
Mean 67
Protecting the environment is a higher priority than national defense.

Mean 58
Protecting the environment is a higher priority for the United States than preserving the
current social security system.
Mean 65
In terms of long-term strategic thinking, protecting the environment is important to the

future health and well-being of the United States.
Mean 72
Protecting the environment is important to the health and well-being of the United States.
Mean 70
Protecting the environment is important to the national security of the United States.
Mean 62
Protecting the environment is a higher priority than improving the health care system.
Mean 41
Protecting the ocean should be a priority for the government.

Mean 52
Protecting the ocean is an important part of protecting the environment.

Mean 70
Protecting the ocean is a priority for the government.

Mean 47
Protecting the ocean is the responsibility of the federal government.

Mean 53

Protecting the ocean is the responsibility of state government.
Mean 42
Protecting the ocean is the responsibility of local government.

Mean 40
Individual citizens are responsible for protecting the ocean.

Mean 53
Protecting the ocean is a higher priority than national defense.

Mean 44
Protecting the ocean is a higher priority for the United States than preserving the current
social security system.
Mean 53
In terms of long-term strategic thinking, protecting the ocean is important to the future
health and well-being of the United States.
Mean 67
Protecting the ocean is important to the health and well-being of the United States.
Mean 64
Protecting the ocean is important to the national security of the United States.
Mean 41
The public education system is in better condition than the world’s ocean.
Mean 47
The U.S. public education system is in better condition than the Atlantic Ocean.
Mean 48
The U.S. public education system is in better condition than the Pacific Ocean.
Mean 49

Protecting the Atlantic Ocean is a higher priority than improving public education in the
United States.
Mean 45
Protecting the Pacific Ocean is a higher priority than improving public education in the
United States.
Mean 42
The U.S. health care system is in better condition than the ocean.
Mean 40
Protecting the ocean is a higher priority than improving the U.S. health care system.
Mean 39
Protecting the world’s ocean is the most important part of protecting the environment.
Mean 69
The United States should protect the world’s ocean.

Mean 65
The United States is a positive contributor to the health of the world’s ocean.
Mean 66
The world should follow the United States’ example when it comes to developing effective
ocean conservation policies.
Mean 76
The world should follow the United States’ example when it comes to developing effective
environmental policies.
Mean 74
The United States is a global leader on the topic of ocean conservation.

Mean 69
Overall, U.S. citizens are positive contributors to ocean conservation.

Mean 66

Overall, U.S. citizens are negative contributors to ocean conservation.
Mean 51
I am actively engaged in at least one ocean conservation initiative.

Mean 46
My choice of seafood that I purchase in a store or restaurant impacts the health of the ocean.
Mean 56
Overall, the United States is a positive contributor to ocean conservation.

Mean 70
The world’s ocean is endangered.

Mean 57
The Pacific Ocean is endangered

Mean 52
The Atlantic Ocean is endangered.

Mean 53
The Indian Ocean is endangered.

Mean 77
The Arctic Ocean is endangered.

Mean 81
Overall, the Pacific Ocean is in good health.

Mean 73
Overall, the Atlantic Ocean is in good health.

Mean 71

Overall, the Indian Ocean is in good health.
Mean 45
Overall, the Arctic Ocean is in good health.

Mean 38
In the future, the ocean will be healthier than it is today.

Mean 49
In the future, the ocean will be less healthy than it is today.

Mean 60
The United States is largely responsible for the health of the world’s ocean.
Mean 59
The United States is largely responsible for pollution in the world’s ocean.
Mean 41
I would swim in the Pacific Ocean.

Mean 76
I would swim in the Atlantic Ocean.

Mean 74
I would swim in the Indian Ocean.

Mean 44
I would take my children swimming in the Pacific Ocean.

Mean 73
I would take my children swimming in the Atlantic Ocean.

Mean 72

I would take my children swimming in the Indian Ocean.
Mean 39
In general, the ocean that borders the United States such as the Atlantic Ocean and Pacific
Ocean are safer to swim in than other bodies of water around the world.
Mean 70
It is safer to swim in the Atlantic Ocean than the Indian Ocean.

Mean 78
It is safer to swim in the Pacific Ocean than the Indian Ocean.

Mean 79
It is safer to swim in the Atlantic Ocean than the Pacific Ocean.

Mean 50
It is safer to swim in the Pacific Ocean than the Atlantic Ocean.

Mean 50
Seafood caught in the ocean is healthy to eat.

Mean 66
Seafood caught in the ocean is healthier to eat than seafood raised in aquatic farms.
Mean 68
Seafood caught in the Pacific Ocean is healthy to eat.

Mean 73
Seafood caught in the Atlantic Ocean is healthy to eat.

Mean 72
Seafood caught in the Indian Ocean is healthy to eat.

Mean 40

Seafood caught in the Arctic Ocean is healthy to eat.
Mean 63
Seafood caught in the Atlantic Ocean is healthier to eat than seafood caught in the Indian
Ocean.
Mean 78
Seafood caught in the Pacific Ocean is healthier to eat than seafood caught in the Indian
Ocean.
Mean 79
Seafood caught in the Arctic Ocean is healthier to eat than seafood caught in the Indian
Ocean.
Mean 69
Seafood caught in the Pacific Ocean is healthier to eat than seafood caught in the Arctic
Ocean.
Mean 61
The world’s ocean is fragile.

Mean 52
I worry about the health of the world’s ocean.

Mean 58
I worry about the future availability of healthy seafood.

Mean 62
The primary threat to the future availability of healthy seafood is overfishing.

Mean 45
The primary threat to the future availability of healthy seafood is pollution.

Mean 62
The primary threat to the future availability of healthy seafood is global climate change.
Mean 42

The primary threat to the future availability of healthy seafood is global warming.
Mean 44
The primary threat to the future availability of healthy seafood is human overpopulation.
Mean 33
In terms of environmental quality, coastal areas and beaches are healthy.

Mean 63
In terms of environmental quality, the deep ocean away from coastal areas is healthy.
Mean 74
In terms of environmental quality, the deep ocean away from coastal areas is healthier than
coastal areas and beaches.
Mean 77
The most important environmental issue confronting the world is climate change.
Mean 60
The most important environmental issue confronting the United States is climate change.
Mean 57
When it comes to climate change, the actions of individual people can make a positive
difference.
Mean 63
In terms of environmental issues, I consider climate change to be a crisis.

Mean 55
Climate change is overstated as an environmental issue.

Mean 64
Ocean health is overstated as an environmental issue.

Mean 55

Solving the climate change crisis is the responsibility of the federal government.
Mean 58
Solving the climate change crisis is the responsibility of state government.

Mean 52
Solving the climate change crisis is the responsibility of local government.

Mean 44
The United States is a leader in the development and implementation of positive climate
change policies.
Mean 71
The United States is more advanced in its efforts to positively influence climate change than
the rest of the world.
Mean 71
Climate change threatens ocean health.

Mean 51
The actions of human beings are the primary threat to ocean health.
Mean 65
The actions of human beings are the primary threat to climate change.
Mean 65
The ocean is affected by the actions of people.

Mean 70
I am worried about the future health of the ocean.

Mean 59
I am worried about climate change.

Mean 65

I am worried about global warming.
Mean 66
Global climate change is negatively impacting my quality of life.

Mean 51
Global climate change is negatively impacting the health of the ocean.

Mean 47
Future technologies will solve the climate change crisis.

Mean 74
Future technologies will help solve the climate change crisis.

Mean 80
Future technologies will solve ocean pollution issues.

Mean 61
Future technologies will help solve ocean pollution issues.

Mean 64
My actions have little impact on climate change.

Mean 60
My actions have little impact on ocean health.

Mean 68
I would pay more in taxes to positively impact climate change.

Mean 51
I would pay more in taxes to positively impact ocean health.

Mean 48

I would pay more in taxes to ensure the future availability of healthy seafood.
Mean 53
I would pay more for seafood at a restaurant to positively impact ocean health.
Mean 57
I would pay more for seafood at a restaurant that only serves seafood that has been certified
as healthy and sustainable.
Mean 72
I would pay more for seafood at the grocery market to positively impact ocean health.
Mean 56
I would pay more for seafood at a grocery market that only serves seafood that has been
certified as healthy and sustainable.
Mean 73
I would change my seafood eating habits to positively impact ocean health.

Mean 66
I would change my seafood eating habits to protect and/or preserve an endangered species.
Mean 74
I am inspired by the ocean.

Mean 77
I find the ocean inspirational.

Mean 74
The ocean is scary.

Mean 70
I am frightened by the ocean.

Mean 62

The ocean is dangerous.
Mean 67
The ocean is frightening.

Mean 63
It is fun to visit a beach.

Mean 76
The beach is a good place to visit with children.

Mean 71
The beach is a good destination for a vacation.

Mean 75
When I visit an aquarium, I expect to learn about climate change.

Mean 49
When I visit an aquarium, I expect to learn about global warming.

Mean 49
When I visit a science museum, I expect to learn about climate change.

Mean 58
When I visit a science museum, I expect to learn about global warming.

Mean 60
When I visit a natural history museum, I expect to learn about climate change.
Mean 45
When I visit a natural history museum, I expect to learn about global warming.
Mean 45

When I visit a zoo, I expect to learn about climate change.
Mean 48
When I visit a zoo, I expect to learn about global warming.

Mean 48
When I visit a botanical garden, I expect to learn about climate change.

Mean 44
When I visit a botanical garden, I expect to learn about global warming.

Mean 44
I am likely to visit an aquarium, botanical garden or zoo within the next six months.
Mean 53
I am likely to visit an aquarium, botanical garden or zoo within the next year.
Mean 56
I am likely to visit a natural history museum or science center within the next six months.
Mean 45
I am likely to visit a natural history museum or science center within the next year.
Mean 52
I am informed about current environmental issues.

Mean 72
My child is better informed about current environmental issues than am I.

(affirmative child in HH < 18 years of age, scalar variable, 0-100)
Mean 75
I am informed about current ocean health issues.

Mean 62

All things considered, the environmental movement has done more good than harm.
Mean 68
All things considered, the environmental movement has done a lot to help protect the health
of the world’s ocean.
Mean 65
I trust government environmental agencies such as the EPA to protect the quality of our
environment.
Mean 41
I trust environmental organizations such as the Sierra Club to protect the quality of our
environment.
Mean 58
I trust nonprofit, non-governmental environmental organizations to protect the quality of

our environment.
Mean 56
I trust nonprofit organizations such as aquariums to protect the quality of our environment.
Mean 53
I trust government environmental agencies such as the EPA to protect the quality of our
ocean.
Mean 41
I trust environmental organizations such as the Sierra Club to protect the quality of our
ocean.
Mean 49
I trust environmental organizations such as Greenpeace to protect the quality of our ocean.
Mean 60
I trust nonprofit, non-governmental environmental organizations to protect the quality of

our ocean.
Mean 52

I trust nonprofit organizations such as aquariums to protect the quality of our ocean.
Mean 60
The primary mission of an aquarium is to protect the quality of our ocean.

Mean 60
Aquariums are scientific organizations.

Mean 55
Aquariums are research organizations.

Mean 56
Aquariums are the best source of accurate information about ways to protect and conserve
the ocean.
Mean 58
Aquariums are a better source of accurate information about ways to protect and conserve
the ocean than information available on the Internet.
Mean 58
Aquariums are a better source of accurate information about the ocean than information
available on the Internet.
Mean 57
Aquariums are a better source of accurate information about the ocean than commercial
programming available on network and cable television.
Mean 54
Aquariums are a better source of accurate information about the ocean than programming
on public television stations such as PBS.
Mean 48
I would prefer to visit an aquarium to learn about the ocean than visit a Website.
Mean 63

I would prefer to visit a Website to learn about the ocean than visit an aquarium.
Mean 54
The Internet is the best means of acquiring information about the ocean.
Mean 60
I would prefer to visit an aquarium to learn about the ocean than watch a television program.
Mean 62
The primary role of aquariums is to educate people about ocean conservation.

Mean 62
Aquariums should suggest or recommend certain behaviors or ways for the general public to
support their causes or missions.
Mean 72
Offshore oil drilling poses a risk to the environment.

Mean 55
Offshore oil drilling poses a risk to the health of the ocean.

Mean 55
The potential benefits of offshore oil drilling outweigh the potential risks that offshore oil
drilling poses to the environment.
Mean 63
Oil drilling in the Arctic National Wildlife Refuge poses a risk to the environment.
Mean 67
protect the environment.
Mean 77
protect the ocean.
Mean 79

The primary benefit of becoming a member of an aquarium or zoo is feeling like you
positively contribute to the conservation of the world’s ocean.
Mean 55
A major benefit of becoming a member of an aquarium or zoo is feeling like you positively
contribute to the conservation of the world’s ocean.
Mean 70
People who are members of aquariums and zoos contribute to the conservation of the
world’s ocean.
Mean 64
Members of aquariums contribute to the conservation of the world’s ocean.

Mean 69
A good way to contribute to the conservation of the world’s ocean is to become a member of
an aquarium.
Mean 69
The best way to contribute to the conservation of the world’s ocean is to become a member
of an aquarium.
Mean 62
I am familiar with the concept of sustainable seafood.

Mean 57
Pollution poses a serious risk to the health of the world’s ocean.

Mean 70
The science relating to global warming is untested.

Mean 48
We don’t know what causes global climate change.

Mean 55

The science relating to global warming is unproven.
Mean 49
Researchers and scientists know a lot about what causes global warming.
Mean 77
Researchers and scientists don’t know a lot about what causes global warming.
Mean 41
There is a lot of debate about what causes global warming.

Mean 50
The United States of America is a major contributor to global warming.

Mean 57
The United States of America is a major contributor to ocean pollution.

Mean 55
I would donate money to help conserve the world’s ocean.

Mean 41
I would donate money to help contribute to a solution to the global climate change crisis.
Mean 41
I would donate money to help protect the future availability of healthy fish populations.
Mean 48
I would donate money to help ensure the future availability of healthy seafood.
Mean 46
I am familiar with the concept of a “carbon tax.”

Mean 59

A “carbon tax” is a good way to help solve the climate change crisis.
Mean 52
I would not vote for a political candidate who endorses a “carbon tax.”
Mean 52
I would vote for a political candidate who endorses a “carbon tax.”

Mean 51
I have voted for a political candidate who endorses a “carbon tax.”

Mean 32
I have voted for a political candidate because he/she endorses a “carbon tax.”
Mean 22
I lead an “environmentally-friendly” lifestyle.

Mean 65
I am interested in visiting an aquarium.

Mean 65
I am interested in visiting a science museum.

Mean 53
I am interested in visiting a natural history museum.

Mean 55
I am interested in visiting a zoo.

Mean 66
I am satisfied with my experience when I visit an aquarium, science center or zoo.

Mean 61

Aquariums, science centers and zoos offer an excellent value for the cost of admission.
Mean 63

The Ocean Project Tracking Survey 2009

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The Ocean Project

A summary of tracking data at the 100% data collection milestone

SUMMARY OF TRACKING DATA

Protecting the environment is a priority for the government.

Protecting the environment is the responsibility of the federal government.

Protecting the environment should be a priority for the government.

Protecting the environment is the responsibility of state government.

Protecting the environment is the responsibility of local government.

The public education system is in better condition than the environment.

Protecting the environment is a higher priority than improving public education.

The Ocean Project - September 2009 Tracking Page 1

Protecting the environment is a higher priority than national defense.

In terms of long-term strategic thinking, protecting the environment is important to the

Protecting the ocean should be a priority for the government.

Protecting the ocean is an important part of protecting the environment.

Protecting the ocean is a priority for the government.

Protecting the ocean is the responsibility of the federal government.

The Ocean Project - September 2009 Tracking Page 2

Protecting the ocean is the responsibility of local government.

Individual citizens are responsible for protecting the ocean.

Protecting the ocean is a higher priority than national defense.

The Ocean Project - September 2009 Tracking Page 3

The United States should protect the world’s ocean.

The United States is a global leader on the topic of ocean conservation.

Overall, U.S. citizens are positive contributors to ocean conservation.

The Ocean Project - September 2009 Tracking Page 4

I am actively engaged in at least one ocean conservation initiative.

Overall, the United States is a positive contributor to ocean conservation.

The world’s ocean is endangered.

The Pacific Ocean is endangered

The Atlantic Ocean is endangered.

The Indian Ocean is endangered.

The Arctic Ocean is endangered.

Overall, the Pacific Ocean is in good health.

Overall, the Atlantic Ocean is in good health.

The Ocean Project - September 2009 Tracking Page 5

Overall, the Arctic Ocean is in good health.

In the future, the ocean will be healthier than it is today.

In the future, the ocean will be less healthy than it is today.

I would swim in the Pacific Ocean.

I would swim in the Atlantic Ocean.

I would swim in the Indian Ocean.

I would take my children swimming in the Pacific Ocean.

I would take my children swimming in the Atlantic Ocean.

The Ocean Project - September 2009 Tracking Page 7

It is safer to swim in the Atlantic Ocean than the Indian Ocean.

It is safer to swim in the Pacific Ocean than the Indian Ocean.

It is safer to swim in the Atlantic Ocean than the Pacific Ocean.

It is safer to swim in the Pacific Ocean than the Atlantic Ocean.

Seafood caught in the ocean is healthy to eat.

Seafood caught in the Pacific Ocean is healthy to eat.

Seafood caught in the Atlantic Ocean is healthy to eat.

Seafood caught in the Indian Ocean is healthy to eat.

The Ocean Project - September 2009 Tracking Page 8

The world’s ocean is fragile.

I worry about the health of the world’s ocean.

I worry about the future availability of healthy seafood.

The primary threat to the future availability of healthy seafood is overfishing.

The primary threat to the future availability of healthy seafood is pollution.

The Ocean Project - September 2009 Tracking Page 9

In terms of environmental quality, coastal areas and beaches are healthy.

In terms of environmental issues, I consider climate change to be a crisis.

Climate change is overstated as an environmental issue.

Ocean health is overstated as an environmental issue.