TLH251 Research Methods for Tourism, Hospitality and Events Assignment Guidance 2: Quantitative Portfolio Guidance 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 analyse these. In your portfolio you must include; Questionnaire DesignStatistical Testing: Descriptive AnalysisStatistical 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 quantitative portfolio submission. □ Item 1: Questionnaire Design Task □ Item 2: Descriptive Analysis Task □ Item 3: Chi Square Test Evidence Item 1: Designing a Questionnaire 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 obtained results. 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! Is this your first visit? No Yes (please continue with question 3) How often have you visited before? Weekly Monthly Once or twice per year Rarely What is your main motivation to visit? (Select one only) Education Culture Sightseeing Family activity Special event Other:_____________ Who are you visiting with today? Children Family Friends Partner On my own Groups Please rate your experience today of the following? ExcellentGoodAverageBelow AveragePoorNot visited/ used todayWinter GardensArt GalleryMuseum displaysCafeShopStaffSignageFacilitiesOpening hoursSpecial activities offered by SMWG 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? Yes No 8. Please indicate your overall satisfaction of your visit today? Not satisfied at all A little satisfied Neutral 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: Favourable Very Favourable Unfavourable Very unfavourable 10. Where are you from? Local Regional National International 11. Gender Male Female 12. Please indicate your age group in the following: 18-25 years 26-35 years 36-45 years 46-55 years 56-65 years Over 65 years 13. Please indicate highest level of education? Primary Education Secondary Education Further Education Higher Education Thank you very much for participating! 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: Explore the Data which has already been inserted into SPSS. Part 2: Descriptive statistics + Results 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; 2) Produce a Graph/Chart To complement the frequency tables you need to produce a graph or chart 3) 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 what they show. Remember to include the following for this task for each variable you explore. Frequency TableChart/Graph to complement the Frequency TableExplain 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 between variables. Part 1: Cross-tabulation First of all you need to test and analyse the relationship between at least two variables in the database. You need to complete the following cross-tabulation analysis, and justify in each case whether the relationship presents a statistically significant or non-significant result. This is something known as the Chi Square Test. The significance level suggesting a relationship between two variables is 0.05 and a non-significance level suggesting there to be no relationship between the two variables is a figure above 0.05. You should be aiming to present two test results showing significance and one showing non insignificance. Part 2: Presenting Descriptive Data In the second part, you need to use the existing data set in SPSS to present results graphically. Remember to include the following in your portfolio: Cross tabulation tables (Chi Square Test Result) Produce Graphs/Charts to show the information Explain if the test is significant or not and why there may be a relationship or not.
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