DIMITRIOS- TLH251: RESEARCH METHODS FOR THE SERVICE SECTOR (USL)

This is a Quantitative Research Portfolio for a course assignment in which students aim to measure keting. The portfolio is structured as follows: Questionnaire Design Task: The students have designed a questionnaire to gather data about visitors' experiences at Windsor Castle. The questionnaire covers aspects like the frequency of visits, purpose of visit, satisfaction levels, and demographic information. Statistical Testing: Descriptive Analysis: This section presents data on the number of tourists who visited Windsor Castle over the past five years. It calculates the mean, mode, and standard deviation of this data to understand trends and variations. Statistical Testing: Chi-Square Test: This part involves a Chi-Square test to analyze the relationship between years and the number of tourists visiting the castle. It reports the test's significance and suggests that the variables are linked. Cross tabulation Tests: Cross-tabulations are used to display the relationship between two categorical variables: years and tourists. It counts the occurrences of combinations of these variables. The research is focused on understanding tourist satisfaction at Windsor Castle through a quantitative approach. It involves questionnaire design, data analysis, and statistical testing to draw conclusions about visitor experiences and their relationship with the number of tourists over the years.

DIMITRIOS- TLH251: RESEARCH METHODS
FOR THE SERVICE SECTOR (USL)
QUALITATIVE PORTFOLIO

Table of Contents
Assessment 2: Quantitative Research Portfolio...............................................................................3
Questionnaire Design Task:.............................................................................................................3
Statistical Testing: Descriptive Analysis:........................................................................................6
Statistical Testing: Chi-Square Test:................................................................................................9
Cross tabulation Tests:.....................................................................................................................9
Graph:............................................................................................................................................10
Significance of the Test:.................................................................................................................11
References:....................................................................................................................................12
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Assessment 2: Quantitative Research Portfolio
Questionnaire Design Task:
Measuring the tourist satisfaction at Windsor Castle:
We are students of University of Sunderland, and we are conducting the interview as a part of
course assignment. If you could participate in this activity by simply answering a few questions,
we would appreciate it. This interview exercise will provide us with some insights which will be
further helpful for measuring tourist satisfaction at Windsor Castle. All the answers gathered
from you will be kept confidential. Thank You.
1. Is it your first visit to Windsor Castle?
o Yes
o No
2. How often have you visited Windsor Castle before?
o Weekly
o Monthly
o Once in 6 months
o Once a year
o Rarely
o Never
3. What is your aim for visiting Windsor Castle?
o Sightseeing
o Special Event Activity
o Cultural Event
o Education
o Media
o Other ____
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4. Who are you visiting with today at Windsor Castle?
o Groups
o Friends
o Family
o Children
o Partners
5. Kindly rate your experience at Windsor castle
Things to rate
at Windsor
Castle
Excellent Good Average Below
Average
Poor Not
Visited/
Used
Today
Opening hours      
Staff      
Other facilities      
Transportatio
n service to
Windsor castle
     
Special
Activities
offered by
Windsor Castle
     
6. Is this tour up to your expectations?
o Yes
o No
7. Will you recommend this place of Windsor Castle to visit?
o Yes
o No
8. Please rate your satisfaction after visiting the Windsor Castle
o 1 (strongly satisfied)
o 3 (satisfied)
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o 5 (Neutral)
o 7 (a little satisfied)
o 10 (Not satisfied at all)
9. Does your experience at Windsor Castle changed your mood?
o No
o If Yes, could it be described as:
 Favourable
 Very Favourable
 Unfavourable
 Very unfavourable
10. Gender:
Male
Female
Other
11. From where have you come here?
o Local
o regional
o National
o International (Specify ___)
12. Your age?
o 18-25 years
o 26-35 years
o 36-45 years
o 46-55 years
o 56-65 years
o Over 65 years
13. Please tell your highest degree:
o Primary Education
o Secondary Education
o Higher Education
Thank you for participating!
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Statistical Testing: Descriptive Analysis:
The below table shows the data for the past 5 years of the Number of tourists who visited
Windsor Castle (in millions):
Years / Parameters Number of tourists who visited Windsor Castle (in
millions)
2018 1.48
2019 1.59
2020 1.04
2021 4.26
2022 5
Data set
(Source: Statista.com, 2022)
Mean:
The Mean of any data is estimated by the simplicity of all the values in the given data set and
then dividing the obtained outcome by the total number of terms (Bbc.co.uk, 2023). Therefore,
The Mean is denoted by μ.
The formula utilised for calculating is elaborated below:
μ= ∑ x
N ,
Here,
 ‘∑ x’ is the sum of all the values in the given dataset
 N is total number of terms which is 5, here.
The mean value for the data of the Number of tourists who visited Windsor Castle is:
μ= 1.48+1.59+1.04 +4.26+5
5 =13.37
5 =2.67 Million Tourists
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Mode:
Mode is the value for the given data set which has occurred the maximum time when it’s
compared to other values (statstutor.ac.uk, 2019). Considering the data set of the number of
tourists who visited Windsor Castle in the last five years, it is observed that there is no such
value occurred again and again for the maximum time. Therefore, the mode of the data set is not
available or termed as a ‘NA’.
Standard Deviation:
This term of standard deviation is due to write for focusing the relation between two entities and
the mean value of data which is considered as a standard deviation. The Standard deviation is
denoted by Sigma or σ (Cimt.org.uk, 2023)
The formula for standard deviation utilised for calculating the standard deviation includes;
σ = √ ∑ (x ¿−μ)2
N ¿
Where ‘x’ is the number at ‘i-th’ term, ‘ μ’ is the average or mean of data. ‘N’ is the total number
of terms in the dataset.
The value of standard deviation for the value of ‘Number of tourists who visited Windsor Castle
σ = √ ∑ ( x ¿−μ)2
N = √ ( 1.48−2.67 ) 2 + ( 1.59−2.67 ) 2 + ( 1.04−2.67 ) 2 + ( 4.26−2.67 ) 2 + ( 5−2.67 ) 2
5 ¿
¿ √ 1.4161+1.1664+ 2.6569+2.5281+5.4289
5
¿ 1.6245
Excel formula for Mean is ‘= Average ()’
Excel formula for Mode is ‘= Mode ()’
Excel formula for standard deviation is ‘= STD ()’
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The values of mean, mode and standard deviation estimated with the help of excel formulae
include;
Mean Mode Standard Deviation
2.67 #N/A 1.6245
The value of Mode obtained is #N/A as there is no value in the dataset which is recurring.
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Statistical Testing: Chi-Square Test:
Cross tabulation Tests:
Cross Tabulations:
Years * Tourists Crosstabulation
Count
Tourists Total
1.04 1.48 1.59 4.26 5
Years 2018 0 1 0 0 0 1
2019 0 0 1 0 0 1
2020 1 0 0 0 0 1
2021 0 0 0 1 0 1
2022 0 0 0 0 1 1
Total 1 1 1 1 1 5
Chi Square Test:
Chi-Square Tests
Value DF Asymptotic Significance (2-
sided)
Pearson Chi-Square 20.000a 16 .220
Likelihood Ratio 16.094 16 .446
N of Valid Cases 5
a. 25 cells (100.0%) have expected count less than 5. The minimum expected count is .20.
Case Processing Summary:
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Years * Tourists 5 100.0% 0 0.0% 5 100.0%
Symmetric Measures:
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Symmetric Measures
Value Approximate Significance
Nominal by Nominal Phi 2.000 .220
Cramer's V 1.000 .220
N of Valid Cases 5
Graph:
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Significance of the Test:
The taken Chi-square test is significant. As the value of chi-square is 20.000a. The P value
appears in the same row in the ‘Asymptotic significance (2-sided)” column (.220). The result is
significant for this chi-square test as the value is equal to or less than the designated alpha level
which is taken as 0.05.
In this case, the P-value is smaller than the standard alpha value, so here in this case we reject the
null hypothesis that basically asserts the two variables which are independent of each other. In
simple words, result is significant as the data suggests that the variables Years and number of
tourists visited Windsor castle are linked with each other.
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References:
Bbc.co.uk, (2023). How to find the mean, median, mode and range. [online] Available at:
https://www.bbc.co.uk/bitesize/topics/zm49q6f/articles/z99jpbk [Accessed 25 Jul. 2023].
Cimt.org.uk. (2023). Unit 5 Section 2: Mean, Median, Mode and Range. [online] Available at:
https://www.cimt.org.uk/projects/mepres/book8/bk8i5/bk8_5i2.htm [Accessed 25 Jul.
2023].
Statista.com (2022). Royal tourism: admissions by establishment UK 2022 | Statista. [online]
Available at: https://www.statista.com/statistics/373081/uk-royal-tourism-admission-
numbers-by-establishment/#:~:text=Windsor%20Castle%20and%20Frogmore
%20House,April%202021%20and%20March%202022. [Accessed 25 Jul. 2023].
statstutor.ac.uk, (2019) Mean, Median and Mode. [online] Available at:
https://www.statstutor.ac.uk/resources/uploaded/meanmedianmode.pdf. [Accessed 25
Jul. 2023].
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