Evaluation of Questionnaire Design

This research report evaluates the questionnaire design used in a study, focusing on the quantitative questions and data analysis using SPSS. It discusses the demographic data, Likert scale questions, and sampling method. Suggestions for improvement are also provided.

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 questionnaire consists of both quantitative and qualitative questions but this
research has focused on only the quantitative questions. The data collected has been analysed
using SPSS (statistical tool for social sciences). This tool has been used to evaluate the
demographic data and conduct chi square on the data collected on five point Likert scale.
The questionnaire consists of questions that are based on ratio scale where 1 equals to
strongly agree and 5 equals to strongly disagree. The other questions are based on multiple
choice and some use open spaces to gather in depth data on the past experiences of the
consumers. The research has conducted an independent study where the data has been
collected using stratified sampling. The population has been developed into strata and
elements have been chosen randomly. The questionnaire is good but further improvement
can be made by including more questions on Five point Likert scale. This will facilitate in
understanding the satisfaction level of the consumers more effectively.
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 purpose of the question is to highlight the age of the respondents in the research
and it can be seen that majority of the visitors are female. The number of female visitors in
Lincoln is 64.3% which clearly indicate that women are more interested in attending the
festival than men.
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 purpose of the question is to highlight the age of the respondents which shows
that majority of the respondents belong to the age group of 36-50 years closely followed by
the respondents between the age group of 51-64 years with 27% and 22% respondents. On
the other hand, out of the remaining participants, 19% belong to the age group of less than
22years and minimum respondents are above the age group of 65. This shows that the
Lincoln Christmas market attracts a wide range and diversity of visitors.
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 purpose of the question is to highlight the household income of the respondents
which shows that there is diversity in the disposable income of the visitors. Therefore, it is
essential to keep products catering all income groups.
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
Chinese 7 1.0 1.0 98.8

5RESEARCH METHOD DESIGN REPORT
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
This fact is quite shocking as majority of the respondents are white in terms of
ethnicity. This means that the market has the opportunity to attract other ethnic groups by
using effective promotions and advertisements.
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
Q16. Could you please 690 1 18 1.82 2.963 8.778

6RESEARCH METHOD DESIGN REPORT
indicate your ethnicity?
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 skewness and kurtosis tables for the demographic variables ranges between 3 to -
3 and 2 to -2 which means the data collecting is following a normal distribution and the
quality of the data is high.
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 purpose of the above questions was to evaluate the satisfaction of the respondents
towards the different attributes of the Lincoln Christmas market which shows that the signage
is helpful for the non-resident visitors which gives a view that the market is welcoming
towards all the visitors. The visitors travel to this market to experience authentic Christmas
vacations. The cleanliness of the toilets are good and there are number of toilets to
accommodate the huge crowd. This facility has created a positive impression in the minds of
the consumers especially that are non-residents. The quality of the local produce is high
acceptable by the respondents and majority consider the stalls to be of highest quality and has
variety of options. The Lincoln market provides opportunity for entertainment and fun for
the visitors. However, the main negative aspect of the market is that it is overcrowded so the
market authority have the opportunity to increase the area to accommodate visitors without
any issues.
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.
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.
Crosstab
Count
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
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.
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 Neither Agree Disagree

24RESEARCH METHOD DESIGN REPORT
Agree nor 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.
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

25RESEARCH METHOD DESIGN REPORT
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
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.
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

26RESEARCH METHOD DESIGN REPORT
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
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.
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 Yes 115 173 18 13

27RESEARCH METHOD DESIGN REPORT
Lincoln? 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
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.
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

28RESEARCH METHOD DESIGN REPORT
Total 184 412 76 23
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.
Total
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.
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

29RESEARCH 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.
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
Crosstab
Count

30RESEARCH METHOD DESIGN REPORT
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 other variables mentioned in the cross tabulation. The
value of chi square is significant at p<0.05 which means that the null hypothesis can be
rejected. This association between the variables show that non-resident visitors have different
preferences when compared to the local visitors. One example is the cleanliness of the toilet
where the majority of the non-residents have agreed that the facilities are good in comparison
to the locals. However, the major drawback of the chi square is that it only establishes
association but there the degree and nature of association cannot be determined. Pearson’s
correlation can be used to understand the relationship and the nature.
2.3 Analysing expenditure
Statistics
Q9. Can you
please
estimate the
amount of
Q9. Can you
please
estimate the
amount of
Q9. Can you
please
estimate the
amount of
Q9. Can you
please
estimate the
amount of
Q9. Can you
please
estimate the
amount of

31RESEARCH METHOD DESIGN REPORT
money that
you will spend
or have spent
at the Lincoln
Christmas
Market and
surrounding
area?: Food
and Drink
money that
you will spend
or have spent
at the Lincoln
Christmas
Market and
surrounding
area?:
Accommodati
on
money that
you will spend
or have spent
at the Lincoln
Christmas
Market and
surrounding
area?:
Shopping
money that
you will spend
or have spent
at the Lincoln
Christmas
Market and
surrounding
area?:
Entertainment
money that
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 analysis of the data shows that the average overall expenditure of the visitors is £
85.95 and visitors are spending maximum amount on accommodation. The box plot of the
data shows that there is high degree of agreement among the respondents which is the reason
that the box plot is shorter. The box plot also shows the outliers within the data set.
3.0 Summary, conclusion and recommendation
Thus, it can be concluded from the research that Lincoln Christmas market has good
prospect in terms of changing it into a tourist destination spot. The market has gained
significant popularity which can be understood by the diversity of population visiting the

32RESEARCH METHOD DESIGN REPORT
market with majority being non-residents. Moreover, the visitors are quite satisfied with the
facilities and the stalls which can conclude that the market has been able to provide high level
of satisfaction to the consumers. Moreover, the cross tabulation of the data has clearly shown
that the non-residents are more satisfaction than the local residents.
The major recommendation for the market is to develop products and service catered
to other target population with varied demographics. United Kingdom has the highest level of
diversity in terms of population so it is essential cater to other ethnic groups. The market
should also use a bigger space so that there is enough space for the consumers to walk freely
and check out different stalls. The number of non-resident visitors have been rising and it is
an ideal time to offer highest quality services and products to gain sustainable competitive
advantage.