design a questionnaire for a service or attraction which operates in the events, tourism or hospitality environment.
WHAT YOU NEED TO DO FOR ASSIGNMENT
Using the existing data set on sunspace
Produce 6 examples from the variables you have available. E.g.
You may choose to examine how many people were on their
first visit etc.
Produce a Frequency Table with the figures and then produce
a chart/graph which represents these
Must include percentage / counts and be labelled with a title
Explanation under your results detailing the numbers and
providing a short commentary as to why that may be can use
academic sources to support.
Research Methods for Tourism,
Hospitality and Events
Assignment Guidance 2:
Hand in Date: Wednesday 7th January
We have been exploring quantitative research methods over a six week
period and the second part of your assignment for this module involves
putting together a mini portfolio which will examine your understanding of
some of the quantitative methods and the use of statistical packages to
In your portfolio you must include;
Statistical Testing: Descriptive Analysis
Statistical Testing: Chi Square Test
This assignment will help prepare you for further university study and
especially for final projects.
Below is a checklist which will help you to prepare your portfolio. Tick off after
you have completed each item. This will also ensure you include all required
items when you complete your qualitative portfolio submission.
? Item 1: Questionnaire Design Task
? Item 2: Descriptive Analysis Task
? Item 3: Chi Square Test Evidence
Item 1: Designing a Questionnaire
Due date: 7th January 2015
Quantitative methodologies offer the possibility to measure the current
tendencies and peoples’ behaviour in a geographical area, making possible
to quantify the reality, generalise the results and to replicate the study. The
majority of the studies based on quantitative techniques use questionnaires
to obtain the data. Each type of questionnaire has different needs. The
typology and the measure of the answer can be different as well and this will
affect the type of statistical procedures applied in order to analyse the
This practical activity is about questionnaires and includes designing one,
and then analysing an existing data set relating to measuring the visitor
satisfaction at Sunderland Museum and Winter Gardens.
Designing a Questionnaire
For this first element of your assessment it is essential that you design a
questionnaire for a service or attraction which operates in the events, tourism
or hospitality environment.
The aim is to assess the quality levels of service or satisfaction and motivations
amongst visitors for a visit to the chosen venue. You must ask a number of
appropriate questions which will enable you to gather a good range of data
and contribute to research.
See overleaf for a sample of a questionnaire
Measuring Visitor Satisfaction at Sunderland Museum and Winter Gardens
We are Master students at the University of Sunderland and are conducting this
questionnaire as part of one of our courses. We would appreciate if you could
participate in this exercise. All answers are kept confidential. Thank you!
1. Is this your first visit?
? Yes (please continue with question 3)
2. How often have you visited before?
? Once or twice per year
3. What is your main motivation to visit? (Select one only)
? Family activity
? Special event
4. Who are you visiting with today?
? On my own
5. Please rate your experience today of the following?
6. Compared with what you expected from today’s visit has your experience with
Sunderland Museum and Winter Gardens been:
? Less than expected
? As expected
? Better than expected
7. Will you recommend a visit to the Sunderland Museum & Winter Garden?
8. Please indicate your overall satisfaction of your visit today?
? Not satisfied at all
? A little satisfied
? Very satisfied
9. Has the experience of being at this venue influenced your mood today?
? No (please continue with question 9)
If Yes could it be described as:
? Very Favourable
? Very unfavourable
10. Where are you from?
12. Please indicate your age group in the following:
? 18-25 years
? 46-55 years
? 26-35 years
? 56-65 years
13. Please indicate highest level of education?
? Primary Education
? Further Education
? Secondary Education
? Higher Education
Thank you very much for participating!
? 36-45 years
? Over 65 years
Item 2: Carrying Out Descriptive Statistics on a Data Set
Here we are going to use SPSS (Statistical Package for the Social Sciences),
which has been designed especially for social science studies to help analyse
data collected from questionnaires.
Part 1: Getting to know SPSS. Exploring the data in SPSS.
The first step is to understand how SPSS is used as well as the characteristics of
the dataset. For this part you need to:
o Explore the Data which has already been inserted into SPSS.
Part 2: Descriptive statistics
The second step is to describe the data you are using. For this part you need
to complete the following tasks:
1) Provide a frequency analysis for the variables.
Using 6 examples from the variables within the data set provided show the
frequencies of data using the package;
Show the SPSS tables / graphs
Paste into a Microsoft Word document and then finally
2) Explain the results
The final step is to present the results obtained in the frequency analysis. You
should present them together with a short commentary of 250 words
explaining the results.
Remember to include the following in your portfolio:
Statistical sample table from SPSS
Demonstrate the frequency analysis table for each variable
Show how the frequency data can be shown in a word document
Present the data using graphics (charts/graphs)
Explain what the frequency data is showing
Item 3: Chi Square Test
In the previous practical we analysed the variables individually. In this
practical we are going to relate them to each other. The process is called
“cross-tabulation” and it is one of the simplest and most frequently used
techniques to demonstrate the presence or absence of a relationship
Part 1: Cross-tabulation
First of all you need to analyse the relationship between the variables in the
database. You need to complete the following cross-tabulation analysis, and
justify in each case whether the relationship is statistically significant. This is
something known as the Chi Square Test.
You should be aiming to present two result showing significance and one
insignificant test bearing in mind for something to be of significance it has to
be below 0.05.
Part 2: Presenting Descriptive Data
In the second part, you need to present the results graphically using Excel /
Word. Excel is more effective than SPSS to create and display charts and
First of all you need to make a column chart in Word/Excel using the tables
from you cross-tabulations
Remember to include the following in your portfolio:
Cross tabulation tables
Produce individual graphical charts to present data
Explain the patterns within the data
Present a chi square to show if there are any significant differences
between the variables
Explain and justify your reasons if there are or are not any significant
differences in the data.
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