Evaluation of Questionnaire Design

This report evaluates the questionnaire design used in a study on consumer satisfaction at a Christmas Market. It analyzes the sample composition, satisfaction levels, and demographic data of the participants.

Running head: RESEARCH METHOD DESIGN REPORT
Research method design report
Name of the student
Name of the university
Author note

1RESEARCH METHOD DESIGN REPORT
1. Evaluation of questionnaire design
The survey questionnaire has been designed based to derive both qualitative and
quantitative response from the participants. The questionnaire consists of questions generated
on nominal scale, ordinal scale and ratio scale. There are certain questions that are multiple
choice questions, questions on satisfaction is based on Five point Likert scale and there are
few questions that are open ended which provides the perspective of different experiences of
the consumers in Christmas Market. The questionnaire is fully structured and has been
designed to address each and every aspect of sample composition and their satisfaction level
regarding the event.
This survey questionnaire was send to the visitors in the Lincoln Christmas market
where survey was conducted over the four days and response was collected from 704
respondents. Interview was conducted in the busiest part of the market so that in depth
answers on the research topic can be derived. The data collected has been analysed using
SPSS where statistical tools and techniques have been used to analyse the data. The research
has used descriptive statistics and frequency tables to understand the sample composition in
the research. Cross tabulation and chi square test has been conducted to understand the
degree of association among the variables. The average expenditure of the consumers have
been analysed by evaluating the mean of each of the areas such as food, drinks,
accommodation, shopping and entertainment. The research has used simple random sampling
to randomly collect data from all the respondents.
2. Analysis of the survey data
2.1 Analysis of the sample composition
Q13. Gender?
Frequency Percent Valid Percent Cumulative Percent
Valid Male 240 34.3 34.7 34.7
Female 452 64.6 65.3 100.0
Total 692 98.9 100.0
Missing 999 8 1.1
Total 700 100.0

2RESEARCH METHOD DESIGN REPORT
The evaluation of the gender has presented the fact that majority of the population are
female which is twice the number of male respondents. This means that women are more
likely to attend Christmas Market in Lincoln.
Q14. Age?
Frequency Percent Valid Percent Cumulative
Percent
Valid 22 years or less 134 19.1 19.5 19.5
23-35 years 117 16.7 17.1 36.6
36-50 years 187 26.7 27.3 63.8
51-64 years 151 21.6 22.0 85.9
65 years and over 97 13.9 14.1 100.0
Total 686 98.0 100.0
Missing 999 14 2.0
Total 700 100.0

3RESEARCH METHOD DESIGN REPORT
The frequency table shows that there is diversity in the participants and the majority
of the consumers are above the age group of 36. This shows that Christmas is appealing to
consumers with wider demographics.
Q15. Household Income (per annum)
Frequency Percent Valid Percent Cumulative
Percent
Valid £0-£14,999 94 13.4 17.6 17.6
£15,000-£25,999 142 20.3 26.6 44.3
£26,000-£44,999 170 24.3 31.9 76.2
£45,000-£59,999 60 8.6 11.3 87.4
£60,000-£79,999 39 5.6 7.3 94.7
£80,000 plus 28 4.0 5.3 100.0
Total 533 76.1 100.0
Missing 999 167 23.9
Total 700 100.0

4RESEARCH METHOD DESIGN REPORT
The data on annual income of the participants show that people from diverse
background have diverse disposable income are attending the festival which depicts that the
Christmas market is considered as destinations for holidays where diversified population
visits and enjoy the festive ambience.
Q16. Could you please indicate your ethnicity?
Frequency Percent Valid Percent Cumulative
Percent
Valid White 622 88.9 90.1 90.1
Gypsy or Traveller 3 .4 .4 90.6
Black or Black British -
Caribean
2 .3 .3 90.9
Black or Black British -
African
14 2.0 2.0 92.9
Other Black background 4 .6 .6 93.5
Asian or Asian British -
Indian
5 .7 .7 94.2
Asian or Asian British -
Pakistani
4 .6 .6 94.8
Other Asian background 5 .7 .7 95.5
Mixed - White and Black
Caribean
5 .7 .7 96.2
Mixed - White and Black
African
5 .7 .7 97.0
Mixed - White and Asian 1 .1 .1 97.1
Other Mixed background 1 .1 .1 97.2
Arab 2 .3 .3 97.5
Other Ethnic background 2 .3 .3 97.8

5RESEARCH METHOD DESIGN REPORT
Chinese 7 1.0 1.0 98.8
Prefer not to say 2 .3 .3 99.1
18 6 .9 .9 100.0
Total 690 98.6 100.0
Missing 999 10 1.4
Total 700 100.0
The analysis of the ethnicity of the participants show that majority of respondents are
white. This fact is quite surprising as United Kingdom consists of a highly diversified
population but the festival is not that popular among population of other ethnic backgrounds.
Descriptive Statistics
N Minimum Maximu
m
Mean Std.
Deviation
Varianc
e
Statistic Statistic Statistic Statistic Statistic Statistic
Q13. Gender? 692 1 2 1.65 .476 .227
Q14. Age? 686 1 5 2.94 1.318 1.737
Q15. Household Income
(per annum)
533 1 6 2.80 1.346 1.812

6RESEARCH METHOD DESIGN REPORT
Q16. Could you please
indicate your ethnicity?
690 1 18 1.82 2.963 8.778
Valid N (listwise) 525
Descriptive Statistics
Skewness Kurtosis
Statistic Std. Error Statistic Std. Error
Q13. Gender? -.645 .093 -1.588 .186
Q14. Age? -.034 .093 -1.096 .186
Q15. Household Income (per annum) .638 .106 -.107 .211
Q16. Could you please indicate your
ethnicity?
4.049 .093 16.139 .186
Valid N (listwise)
The analysis of the skewness and Kurtosis of the above table shows that the values are
within the acceptable range and the data follows a normal distribution.
2.2 Analysis of the satisfaction level
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Welcoming.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 236 33.7 33.8 33.8
Agree 397 56.7 56.9 90.7
Neither Agree nor Disagree 48 6.9 6.9 97.6
Disagree 16 2.3 2.3 99.9
Strongly Disagree 1 .1 .1 100.0
Total 698 99.7 100.0
Missing Do not know / Did not use 2 .3
Total 700 100.0

7RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the
following statement about the Lincoln Christmas Market:
Signage is visible.
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Strongly
Agree
154 22.0 22.2 22.2
Agree 360 51.4 51.8 74.0
Neither
Agree
nor
Disagree
94 13.4 13.5 87.5
Disagree 82 11.7 11.8 99.3
Strongly
Disagree
5 .7 .7 100.0
Total 695 99.3 100.0
Missing Do not
know /
Did not
use
5 .7
Total 700 100.0

8RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Signage is informative.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 148 21.1 22.2 22.2
Agree 364 52.0 54.5 76.6
Neither Agree nor Disagree 97 13.9 14.5 91.2
Disagree 53 7.6 7.9 99.1
Strongly Disagree 6 .9 .9 100.0
Total 668 95.4 100.0
Missing Do not know / Did not use 32 4.6
Total 700 100.0

9RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Good number of toilets.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 115 16.4 18.1 18.1
Agree 299 42.7 46.9 65.0
Neither Agree nor Disagree 143 20.4 22.4 87.4
Disagree 72 10.3 11.3 98.7
Strongly Disagree 8 1.1 1.3 100.0
Total 637 91.0 100.0
Missing Do not know / Did not use 63 9.0
Total 700 100.0

10RESEARCH METHOD DESIGN REPORT
4. To what extent do you agree or disagree with the following statement about the
Lincoln Christmas Market: Toilets are clean and tidy.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 79 11.3 15.2 15.2
Agree 241 34.4 46.3 61.4
Neither Agree nor Disagree 164 23.4 31.5 92.9
Disagree 28 4.0 5.4 98.3
Strongly Disagree 9 1.3 1.7 100.0
Total 521 74.4 100.0
Missing Do not know / Did not use 177 25.3
999 2 .3
Total 179 25.6
Total 700 100.0

11RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: An authentic experience.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 221 31.6 31.8 31.8
Agree 340 48.6 49.0 80.8
Neither Agree nor Disagree 99 14.1 14.3 95.1
Disagree 29 4.1 4.2 99.3
Strongly Disagree 5 .7 .7 100.0
Total 694 99.1 100.0
Missing Do not know / Did not use 6 .9
Total 700 100.0

12RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Christmasy atmosphere.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 303 43.3 43.3 43.3
Agree 330 47.1 47.1 90.4
Neither Agree nor Disagree 34 4.9 4.9 95.3
Disagree 26 3.7 3.7 99.0
Strongly Disagree 7 1.0 1.0 100.0
Total 700 100.0 100.0

13RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Layout is appropriate.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 211 30.1 30.2 30.2
Agree 365 52.1 52.3 82.5
Neither Agree nor Disagree 89 12.7 12.8 95.3
Disagree 27 3.9 3.9 99.1
Strongly Disagree 6 .9 .9 100.0
Total 698 99.7 100.0
Missing Do not know / Did not use 2 .3
Total 700 100.0
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Quality of stalls is good.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 184 26.3 26.3 26.3
Agree 412 58.9 58.9 85.1
Neither Agree nor Disagree 76 10.9 10.9 96.0
Disagree 23 3.3 3.3 99.3
Strongly Disagree 5 .7 .7 100.0
Total 700 100.0 100.0

14RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Range of stalls is good.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 170 24.3 24.4 24.4
Agree 402 57.4 57.6 81.9
Neither Agree nor Disagree 84 12.0 12.0 94.0
Disagree 34 4.9 4.9 98.9
Strongly Disagree 8 1.1 1.1 100.0
Total 698 99.7 100.0
Missing Do not know / Did not use 2 .3
Total 700 100.0

15RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Good local produce.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 159 22.7 23.3 23.3
Agree 343 49.0 50.4 73.7
Neither Agree nor Disagree 142 20.3 20.9 94.6
Disagree 31 4.4 4.6 99.1
Strongly Disagree 6 .9 .9 100.0
Total 681 97.3 100.0
Missing Do not know / Did not use 19 2.7
Total 700 100.0

16RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Good announcements.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 110 15.7 17.1 17.1
Agree 302 43.1 46.9 64.0
Neither Agree nor Disagree 157 22.4 24.4 88.4
Disagree 61 8.7 9.5 97.8
Strongly Disagree 14 2.0 2.2 100.0
Total 644 92.0 100.0
Missing Do not know / Did not use 55 7.9
999 1 .1
Total 56 8.0
Total 700 100.0

17RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Safe.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 250 35.7 36.1 36.1
Agree 381 54.4 55.0 91.1
Neither Agree nor Disagree 51 7.3 7.4 98.4
Disagree 10 1.4 1.4 99.9
Strongly Disagree 1 .1 .1 100.0
Total 693 99.0 100.0
Missing Do not know / Did not use 7 1.0
Total 700 100.0

18RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Overcrowded.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 133 19.0 19.3 19.3
Agree 195 27.9 28.3 47.5
Neither Agree nor Disagree 153 21.9 22.2 69.7
Disagree 170 24.3 24.6 94.3
Strongly Disagree 39 5.6 5.7 100.0
Total 690 98.6 100.0
Missing Do not know / Did not use 7 1.0
999 3 .4
Total 10 1.4
Total 700 100.0
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Good entertainment.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 139 19.9 20.4 20.4
Agree 382 54.6 55.9 76.3
Neither Agree nor Disagree 118 16.9 17.3 93.6

19RESEARCH METHOD DESIGN REPORT
Disagree 38 5.4 5.6 99.1
Strongly Disagree 6 .9 .9 100.0
Total 683 97.6 100.0
Missing Do not know / Did not use 14 2.0
999 3 .4
Total 17 2.4
Total 700 100.0
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Good fun.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 189 27.0 27.2 27.2
Agree 435 62.1 62.5 89.7
Neither Agree nor Disagree 61 8.7 8.8 98.4
Disagree 10 1.4 1.4 99.9
Strongly Disagree 1 .1 .1 100.0
Total 696 99.4 100.0
Missing Do not know / Did not use 1 .1
999 3 .4
Total 4 .6
Total 700 100.0

20RESEARCH METHOD DESIGN REPORT
Q4. To what extent do you agree or disagree with the following statement about
the Lincoln Christmas Market: Very enjoyable.
Frequency Percent Valid Percent Cumulative
Percent
Valid Strongly Agree 241 34.4 34.6 34.6
Agree 387 55.3 55.6 90.2
Neither Agree nor Disagree 56 8.0 8.0 98.3
Disagree 11 1.6 1.6 99.9
Strongly Disagree 1 .1 .1 100.0
Total 696 99.4 100.0
Missing Do not know / Did not use 2 .3
999 2 .3
Total 4 .6
Total 700 100.0

21RESEARCH METHOD DESIGN REPORT
The question on the satisfaction level of the visitors have seen positive response from
majority of the consumers on all questions. This shows that Lincoln Christmas market is
welcoming and consists of signage which is helpful. It consists of good number of toilets and
they are clean and tidy. Moreover, the Christmas market provides a good authentic and
Christmas experience to the visitors. The quality and range of the stalls are outstanding with
quality local produce. The market has been considered safe by all the respondents. On the
contrary, it can be seen that there are significant consumers that consider market to be
overcrowded which could be negative factor for dissatisfaction. The majority of the people
attend the festival as provide valuable entertainment and fun for the visitors. The cross
tabulation of the data provides a better understanding of the association between the variables
and its significance.
2.2.1 Cross tabulation
Q1. Are you a resident of Lincoln? * Q4. To what extent do you agree or
disagree with the following statement about the Lincoln Christmas
Market: Welcoming.
Crosstab
Count
Q4. To what extent do you agree or disagree with the following
statement about the Lincoln Christmas Market: Welcoming.

22RESEARCH METHOD DESIGN REPORT
Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree
Q1. Are you a resident of
Lincoln?
Yes 77 204 28 11
No 159 193 20 5
Total 236 397 48 16
Crosstab
Count
Q4. To what extent do
you agree or disagree
with the following
statement about the
Lincoln Christmas Market:
Welcoming.
Total
Strongly Disagree
Q1. Are you a resident of Lincoln? Yes 1 321
No 0 377
Total 1 698
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square 29.074a 4 .000
Likelihood Ratio 29.933 4 .000
Linear-by-Linear Association 26.715 1 .000
N of Valid Cases 698
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is .46.
The chi square analysis of the data shows that there is significant relationship between
the visitor’s residential background and satisfaction level. The cross tabulation between
residential background and feeling welcomed shows significant association where, χ2(4)=
29.074 and p= .000. This shows that the visitors feel more welcoming than the local
residents.
Q1. Are you a resident of Lincoln? * Q4. To what extent do you agree or
disagree with the following statement about the Lincoln Christmas
Market: Signage is visible.

23RESEARCH METHOD DESIGN REPORT
Crosstab
Count
Q4. To what extent do you agree or disagree with the following
statement about the Lincoln Christmas Market: Signage is visible.
Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree
Q1. Are you a resident of
Lincoln?
Yes 61 146 53 56
No 93 214 41 26
Total 154 360 94 82
Crosstab
Count
Q4. To what extent do
you agree or disagree
with the following
statement about the
Lincoln Christmas Market:
Signage is visible.
Total
Strongly Disagree
Q1. Are you a resident of Lincoln? Yes 3 319
No 2 376
Total 5 695
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square 27.713a 4 .000
Likelihood Ratio 27.912 4 .000
Linear-by-Linear Association 22.819 1 .000
N of Valid Cases 695
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 2.29.
The chi square analysis of the data shows that there is significant relationship between
the visitor’s residential background and visibility of signage. The cross tabulation between
residential background and visibility of signage shows significant association where, χ2(4)=
27.713 and p= .000. This shows that the signage is more important for the visitors as it helps
in getting effective directions.

24RESEARCH METHOD DESIGN REPORT
Q1. Are you a resident of Lincoln? * Q4. To what extent do you agree or
disagree with the following statement about the Lincoln Christmas
Market: Good number of toilets.
Crosstab
Count
Q4. To what extent do you agree or disagree with the following
statement about the Lincoln Christmas Market: Good number of
toilets.
Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree
Q1. Are you a resident of
Lincoln?
Yes 40 147 77 30
No 75 152 66 42
Total 115 299 143 72
Crosstab
Count
Q4. To what extent do
you agree or disagree
with the following
statement about the
Lincoln Christmas Market:
Good number of toilets.
Total
Strongly Disagree
Q1. Are you a resident of Lincoln? Yes 5 299
No 3 338
Total 8 637
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square 11.738a 4 .019
Likelihood Ratio 11.879 4 .018
Linear-by-Linear Association 2.875 1 .090
N of Valid Cases 637
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 3.76.
The chi square analysis of the data shows that there is significant relationship between
the visitor’s residential background and number of toilets. The cross tabulation between

25RESEARCH METHOD DESIGN REPORT
residential background and number of toilets shows significant association where, χ2(4)=
11.738 and p= .019. This shows that tourists require clean and large of toilets as the market
is overcrowded. It can be considered as a significant factor for increase in satisfaction for the
consumers. Moreover, the necessity of a toilet is more for tourist than local population which
can be easily seen from this data.
Q1. Are you a resident of Lincoln? * Q4. To what extent do you agree or
disagree with the following statement about the Lincoln Christmas
Market: Toilets are clean and tidy.
Crosstab
Count
Q4. To what extent do you agree or disagree with the following
statement about the Lincoln Christmas Market: Toilets are clean and
tidy.
Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree
Q1. Are you a resident of
Lincoln?
Yes 29 100 90 12
No 50 141 74 16
Total 79 241 164 28
Crosstab
Count
Q4. To what extent do
you agree or disagree
with the following
statement about the
Lincoln Christmas Market:
Toilets are clean and tidy.
Total
Strongly Disagree
Q1. Are you a resident of Lincoln? Yes 5 236
No 4 285
Total 9 521
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square 10.283a 4 .036

26RESEARCH METHOD DESIGN REPORT
Likelihood Ratio 10.292 4 .036
Linear-by-Linear Association 6.026 1 .014
N of Valid Cases 521
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 4.08.
The chi square analysis of the data shows that there is significant relationship between
the visitor’s residential background and cleanliness of the toilets. The cross tabulation
between residential background and cleanliness of the toilets shows significant association
where, χ2(4)= 10.283 and p= .036. This shows that visitors’ satisfaction is affected by the
cleanliness of the toilets.
Q1. Are you a resident of Lincoln? * Q4. To what extent do you agree or
disagree with the following statement about the Lincoln Christmas
Market: An authentic experience.
Crosstab
Count
Q4. To what extent do you agree or disagree with the following
statement about the Lincoln Christmas Market: An authentic
experience.
Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree
Q1. Are you a resident of
Lincoln?
Yes 85 157 61 15
No 136 183 38 14
Total 221 340 99 29
Crosstab
Count
Q4. To what extent do
you agree or disagree
with the following
statement about the
Lincoln Christmas Market:
An authentic experience.
Total
Strongly Disagree
Q1. Are you a resident of Lincoln? Yes 3 321
No 2 373

27RESEARCH METHOD DESIGN REPORT
Total 5 694
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square 15.526a 4 .004
Likelihood Ratio 15.595 4 .004
Linear-by-Linear Association 11.932 1 .001
N of Valid Cases 694
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 2.31.
The chi square analysis of the data shows that there is significant relationship between
the visitor’s residential background and authenticity of experience. The cross tabulation
between residential background and authenticity of experience shows significant association
where, χ2(4)= 15.526 and p= .004.
Q1. Are you a resident of Lincoln? * Q4. To what extent do you agree or
disagree with the following statement about the Lincoln Christmas
Market: Christmasy atmosphere.
Crosstab
Count
Q4. To what extent do you agree or disagree with the following
statement about the Lincoln Christmas Market: Christmasy
atmosphere.
Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree
Q1. Are you a resident of
Lincoln?
Yes 115 173 18 13
No 188 157 16 13
Total 303 330 34 26
Crosstab
Count
Q4. To what extent do
you agree or disagree
with the following
statement about the
Lincoln Christmas Market:
Christmasy atmosphere.
Total

28RESEARCH METHOD DESIGN REPORT
Strongly Disagree
Q1. Are you a resident of Lincoln? Yes 3 322
No 4 378
Total 7 700
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square 14.235a 4 .007
Likelihood Ratio 14.314 4 .006
Linear-by-Linear Association 7.098 1 .008
N of Valid Cases 700
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 3.22.
The chi square analysis of the data shows that there is significant relationship between
the visitor’s residential background and atmosphere. The cross tabulation between residential
background and atmosphere shows significant association where, χ2(4)= 14.235 and p= .007.
This shows that ambience of the market and the festive mood is a key factor in improving
satisfaction of the consumers.
Q1. Are you a resident of Lincoln? * Q4. To what extent do you agree or
disagree with the following statement about the Lincoln Christmas
Market: Quality of stalls is good.
Crosstab
Count
Q4. To what extent do you agree or disagree with the following
statement about the Lincoln Christmas Market: Quality of stalls is
good.
Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree
Q1. Are you a resident of
Lincoln?
Yes 65 207 34 14
No 119 205 42 9
Total 184 412 76 23
Crosstab
Count
Q4. To what extent do
you agree or disagree
Total

29RESEARCH METHOD DESIGN REPORT
with the following
statement about the
Lincoln Christmas Market:
Quality of stalls is good.
Strongly Disagree
Q1. Are you a resident of Lincoln? Yes 2 322
No 3 378
Total 5 700
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square 13.594a 4 .009
Likelihood Ratio 13.749 4 .008
Linear-by-Linear Association 6.187 1 .013
N of Valid Cases 700
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 2.30.
The chi square analysis of the data shows that there is significant relationship between
the visitor’s residential background and quality of the stalls. The cross tabulation between
residential background and quality of stalls shows significant association where, χ2(4)=
13.594 and p= .009. This shows that the visitors expect more from the market especially the
tourists and their standard of quality is very high.
Q1. Are you a resident of Lincoln? * Q4. To what extent do you agree or
disagree with the following statement about the Lincoln Christmas
Market: Range of stalls is good.
Crosstab
Count
Q4. To what extent do you agree or disagree with the following
statement about the Lincoln Christmas Market: Range of stalls is
good.
Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree
Q1. Are you a resident of
Lincoln?
Yes 59 194 44 21
No 111 208 40 13
Total 170 402 84 34

30RESEARCH METHOD DESIGN REPORT
Crosstab
Count
Q4. To what extent do
you agree or disagree
with the following
statement about the
Lincoln Christmas Market:
Range of stalls is good.
Total
Strongly Disagree
Q1. Are you a resident of Lincoln? Yes 3 321
No 5 377
Total 8 698
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square 14.567a 4 .006
Likelihood Ratio 14.750 4 .005
Linear-by-Linear Association 9.616 1 .002
N of Valid Cases 698
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 3.68.
The chi square analysis of the data shows that there is significant relationship between
the visitor’s residential background and range of stalls. The cross tabulation between
residential background and range of stalls shows significant association where, χ2(4)= 14.567
and p= .006. Therefore, the visitors are more oriented towards the variety of the stalls.
Q1. Are you a resident of Lincoln? * Q4. To what extent do you agree or
disagree with the following statement about the Lincoln Christmas
Market: Good announcements.
Crosstab
Count
Q4. To what extent do you agree or disagree with the following
statement about the Lincoln Christmas Market: Good announcements.
Strongly
Agree
Agree Neither Agree
nor Disagree
Disagree
Q1. Are you a resident of
Lincoln?
Yes 39 158 74 31
No 71 144 83 30
Total 110 302 157 61

31RESEARCH METHOD DESIGN REPORT
Crosstab
Count
Q4. To what extent do
you agree or disagree
with the following
statement about the
Lincoln Christmas Market:
Good announcements.
Total
Strongly Disagree
Q1. Are you a resident of Lincoln? Yes 9 311
No 5 333
Total 14 644
Chi-Square Tests
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square 10.894a 4 .028
Likelihood Ratio 11.034 4 .026
Linear-by-Linear Association 3.440 1 .064
N of Valid Cases 644
a. 0 cells (0.0%) have expected count less than 5. The minimum expected
count is 6.76.
The chi square analysis of the data shows that there is significant relationship between
the visitor’s residential background and announcement quality. The cross tabulation between
residential background and announcement quality shows significant association where, χ2(4)=
10.894 and p= .028. This shows that there is strong association between announcement
quality and residential background where the tourist consider the announcement quality to be
good.
2.3 Analysing expenditure
Statistics
Q9. Can you
please
estimate the
amount of
money that
Q9. Can you
please
estimate the
amount of
money that
Q9. Can you
please
estimate the
amount of
money that
Q9. Can you
please
estimate the
amount of
money that
Q9. Can you
please
estimate the
amount of
money that

32RESEARCH METHOD DESIGN REPORT
you will spend
or have spent
at the Lincoln
Christmas
Market and
surrounding
area?: Food
and Drink
you will spend
or have spent
at the Lincoln
Christmas
Market and
surrounding
area?:
Accommodati
on
you will spend
or have spent
at the Lincoln
Christmas
Market and
surrounding
area?:
Shopping
you will spend
or have spent
at the Lincoln
Christmas
Market and
surrounding
area?:
Entertainment
you will spend
or have spent
at the Lincoln
Christmas
Market and
surrounding
area?: Total
Expenditure
N Valid 605 106 604 603 629
Missing 95 594 96 97 71
Mean 23.32 82.39 37.95 9.67 85.95
The first response shows that average expenditure of respondents on food and
beverages are £ 23.32. The average expenditure of the visitors on accommodation is £ 82.39
and 37.95 on shopping. The amount spend on entertainment is £ 9.67 and the overall average
expenditure is £ 85.95. The data is as expected and the visitors spend maximum amount of
accommodation. The box plot of the data shows that it is comparatively shorter which means
that there is high degree of agreement among the visitors.
3.0 Summary, conclusion and recommendation
The analysis of the collected data has clearly shown that majority of the population
attending the Lincoln Christmas market are white people but the popularity of the market has

33RESEARCH METHOD DESIGN REPORT
attracted people from diverse backgrounds and it has become one of the major tourist
destinations. This is also reflected from the fact that there has been significant increase in the
tourists than the local visitors. Moreover, the majority of the outside expect highest quality
from the market which can be identified by the fact that a large portion of outside visitors
have given negative response to stall quality. The sample composition shows that there is
wide variety in the diversity of the respondents and it has been seen that majority of the
consumers are satisfied with the service and product offerings at the Christmas market.
Therefore, it is recommended that in order to increase the popularity of the market,
the Lincoln market should try to gain the attention of people from diverse backgrounds. The
majority of the people visiting are white people and there is scope of attracting other ethnic
groups such as Asians. It is also recommended that the marketers maintain highest quality
services and products as the expectation of the consumers are very high. Moreover, as there is
diversity among the disposable income of the visitors, the marketers should offer value for
money for all their products. The competition in the United Kingdom market is high so it is
critical to provide the best quality services to the visitors as more than 50% are non-residents.