Assignment on Business Research Methods 2022

Please go thorough Assignment 2A in unit guide. After that follow template of questionnaire and report. Also prepare it according to marking guide.

Student’s Last Name 1
Business Research Methods: Questionnaire and Report Development
By (Name)
Course
Professor
University
Date

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Questionnaire
Customer Attitudes towards Boutique Restaurants in Melbourne
This project is part of an assessment survey that attempts to investigate factors that restaurant
customers would wish to be improved in their hotels and restaurants. The project aims to collect
attitudes and feelings towards restaurants directly from the customers themselves. Please help us
achieve the aim of this project by answering the following few questions. We would wish the
project to provide genuine customer attitudes and therefore, utmost sincerity and frankness will
be highly valued. All the contents of this questionnaire shall be kept confidential. Completing
and returning this questionnaire is voluntary.
1. What is your favourite restaurant/hotel in Melbourne?
[Please insert the number that corresponds to your favourite restaurant]
2. Which of the following statements best
describes your favourite hotel?
[Please tick the appropriate box]
Offers the best food/beverages in Melbourne
1. Attica
2. Vue de monde
3. Ezzard
4. Cutler & Co
5. Flower Dam Restaurant
6. IDES
7. Scopri Italian
8. Minamishima
9. Lume
10. Coda
11. Other (specify)

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Offers the best services at a cheap price
Has the recreational environment
Has the best caring and interactive staff
The restaurant makes me feel at home
3. Can you remember your favourite service/experience in your favourite restaurant? Please
briefly describe the service/restaurant.
4. How likely is it that you will visit the restaurant in the following weekend if the
following happens? [Please circle the number that corresponds to your level of
agreement]
When I crave for my favourite meal 1 2 3 4 5 NA
When the restaurant offers discounts 1 2 3 4 5 NA
When I need a serene cool environment 1 2 3 4 5 NA
When the manager of the restaurant invites me 1 2 3 4 5 NA
When a relative from home visits me in Melbourne 1 2 3 4 5 NA
5. Does your favourite restaurant have any limitations? [Please tick the appropriate box]
Yes
No
6. If there are limitations, please briefly describe the limitations below.
1
Very Unlikely
2
Unlikely
3
Unsure
4
Likely
5
Very Likely
Not Applicable
NA

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7. What do you think the hotel should do to curb the limitations described in 6 above?
[Please offer your recommendations in the box below]
8. How often do you normally visit your favourite restaurant? [Please tick the appropriate
box]
Daily
Weekly
Monthly
Annually
9. Please approximate the percentage number of times you have visited your restaurants
basing on the number of times you have visited any restaurant in Melbourne. [Please
insert the percentage in the box below
10. Will you continue visiting your favourite restaurant? [Tick the appropriate box]
Yes
No
We appreciate your participation in our survey. Thank you!
%

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Reflective Report
Introduction
In the restaurant and hospitality industries, customer satisfaction is key. Restaurants, big
and small, attempt improving the qualities of their products and services to have satisfied and
loyal customers. Similarly, the chief goal of any customer in a restaurant is to derive maximum
satisfaction. Restaurant managers, therefore, find data relating to customer satisfaction extremely
valuable. Many restaurant managers search for customer opinions and feedback through
questionnaires. Data held in questionnaires help managers identify areas they need to improve in
their workplaces. This research report attempt to thoroughly examine the methodologies used in
preparing questionnaires. The report is based on a questionnaire that investigated the
relationships between servicescape, empathy, customer authentic perceptions and dining
experiences to the future behavioural intentions of boutique restaurant customers in Melbourne.
This report will explain the structure of the questionnaire, steps followed in developing the
questionnaire and the questionnaire's general outlook.
Questionnaire Design
In preparation for our questionnaire, we chiefly engaged existing literature resources. We
thought it was prudent to learn the various questionnaire designs used by various scholars in their
works. Considering the qualitative nature of our research objectives, we decided to use an
exploratory research design. This questionnaire would be highly suitable for gathering the
feelings held by our target respondents in regards to their opinions and views regarding the

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management problem of improving customer satisfaction. Our targeted respondents were
restaurant customers. The general objective was to critically examine how restaurants’ service
scope, empathy, customers' authentic perceptions, and dining experiences were related to the
future behavioural intentions of customers in Melbourne.
The explorative questionnaire attempted to collect qualitative data based on customers'
personal experiences. According to Timulak, et al., (2017, pp. 363) data based on emotions,
opinions, and feelings are best collected in exploratory questionnaires. In our case, we attempted
to collect the random opinions of Melbourne-based boutique restaurant customers. In the
questionnaire, we investigated the concepts of authentic perceptions, dining experiences,
servicescape, and empathy by inquiring the chief reason why a customer could visit his/her
favourite restaurant in the following weekend. For instance, if a respondent answered that he/she
could visit the restaurant because his/her relative had visited him, then we could conjecture that
the customer was influenced by authentic perceptions. Effective questionnaires use subtle
questions to collect relevant information. Marsh (2017, pp. 22) points out that the problem with
most questionnaires is the usage of direct questions to their respondents (Brace, 2018, pp. 118).
Our questionnaire was fashioned in a way that its questions would not be obvious to the
respondent.
A good questionnaire uses appropriate wording and language to inquire from the
respondents. In research, ethical and etiquette considerations are fundamental for good results
(Cameron, et al., 2018, p. 13). In our questionnaire, we repeatedly used the words ‘please’ to
request the respondent to fill or tick the required regions. We were also very cautious in our
choice of words when writing the introductory part of the questionnaire.

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According to Crawford (1997, pp. 33), a well-designed questionnaire is that which makes
it easy for respondents to answer questions logically. Sufficient spacing between words also
gives the respondent an easy time while filling the questionnaire. The scholar provides that this is
important for the researcher because it eases the process of data analysis. Our questionnaire was
organized in a logical manner as the questions in the questionnaire flowed smoothly. Moreover,
despite the need for lots of information, we saw the need to keep our questionnaire brief. The
questionnaire only took two and a half pages. Moreover, the questions asked in the questionnaire
were brief and easy for the respondent to comprehend. Long questionnaires would discourage
busy respondents.
Before issuing the self-administered questionnaires, we tested the relevance of the
questions by ourselves. Initially, our questionnaire had 12 questions. However, after pre-testing
the questionnaire, we realized that two extra questions were irrelevant to our research's
objectives. The two extra questions asked about the respondents' favourite meals and why he
prefers dining in a restaurant to home. We removed the two questions to develop the final survey
questionnaire form.
Questionnaire Structure
Before we started the questionnaire, we patiently observed the behaviour patterns of
customers in choosing their favourite boutique restaurants. We realized that certain underlying
factors influencing their decisions. We were interested in identifying various factors that could
lead to customer preference of a boutique hotel to the other. Customer satisfaction proved to be a
major force that drove restaurant customers. We realized that there is a strong positive
relationship between customer satisfaction and customer loyalty (Kasiri et al., 2017, pp. 92). A

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boutique restaurant that attracted many favourites had many loyal customers. We also came to
realize that inherent factors such as customer's cognitive and emotional beliefs would manipulate
their future behaviours and intentions (Kim and Moon, 2019, pp. 144). We, therefore, decided to
investigate how factors such as servicescape, empathy, authenticity perception, and dining could
influence customer future behavioural intentions.
The first question in our questionnaire requested the respondent to tell us his/her
favourite restaurant. We provided the respondents with a variety of Melbourne-based boutique
restaurants to choose from. We had started our questionnaire with this question to introduce the
respondent to the research's main topic of discussion. By inquiring of a client his/her favourite
restaurant, a respondent is likely to feel welcomed in the study. The researcher must consider
handling the respondent in a friendly and free manner (Hiekkataipale and Lamsa, 2017, pp. 458).
The question was also well suited to our objective of determining factors contributing to
customer satisfaction. In the end, our questionnaire requested the respondent to establish whether
he/she would continue visiting his favourite restaurant. This question sought to achieve the
objective of the survey which entails factors that contribute to the future behavioural intentions
of the customer. By asking the question, the researcher would relate use the answer to determine
the future intentions of the customer.
The questionnaire concludes with an appreciation note. The note is meant to show our
gratefulness for the respondents time and energy while filling the questionnaire. The note
portrays the researchers in a conventionally good image. Appreciating respondents develops
respect between the researcher and the respondent. An appreciated respondent is likely to
willingly participate in another survey.

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Bibliography
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Cameron, D., Frazer, E., Harvey, P., Rampton, M.B.H. and Richardson, K., 2018. Researching
language: Issues of power and method. Routledge.
Crawford, I.M., 1997. Marketing research and information systems (No. 4). Food & Agriculture
Org..
Hiekkataipale, M.M. and Lämsä, A.M., 2017. What should a manager like me do in a situation
like this? Strategies for handling ethical problems from the viewpoint of the logic of
appropriateness. Journal of Business Ethics, 145(3), pp.457-479.
Kasiri, L.A., Cheng, K.T.G., Sambasivan, M. and Sidin, S.M., 2017. Integration of
standardization and customization: Impact on service quality, customer satisfaction, and
loyalty. Journal of Retailing and Consumer Services, 35, pp.91-97.
Kim, W.G. and Moon, Y.J., 2019. Customers’ cognitive, emotional, and actionable response to
the servicescape: A test of the moderating effect of the restaurant type. International journal of
hospitality management, 28(1), pp.144-156.
Marsh, C., 2017. Problems with surveys: method or epistemology?. In Sociological Research
Methods (pp. 82-102). Routledge.

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Timulak, L., McElvaney, J., Keogh, D., Martin, E., Clare, P., Chepukova, E. and Greenberg,
L.S., 2017. Emotion-focused therapy for generalized anxiety disorder: An exploratory
study. Psychotherapy, 54(4), p.361.