TLH251 Assessment Research Methods for the Service Sector

This document provides an analysis of research methods for the service sector, including the design of a questionnaire and statistical testing. It also includes a chi square test to analyze the relationship between virtual tourism and motivational factors for visiting London Eye.

TLH251 Assessment Research
Methods for the Service
Sector

Contents
The design of a Questionnaire.........................................................................................................1
Statistical testing: Descriptive analysis...........................................................................................2
Variable 1.....................................................................................................................................2
Variable 2.....................................................................................................................................3
Variable 3.....................................................................................................................................4
Variable 4.....................................................................................................................................5
Variable 5.....................................................................................................................................6
Variable 6.....................................................................................................................................7
Variable 7.....................................................................................................................................8
Variable 8.....................................................................................................................................9

Variable 9...................................................................................................................................10
Statistical Testing: Chi Square Test...............................................................................................11
Test 1.........................................................................................................................................11
Test 2.........................................................................................................................................13
APPENDIX....................................................................................................................................15
Frequency tables for each variable............................................................................................15

ASSESSMENT 2: PORTFOLIO: QUANTITATIVE
The design of a Questionnaire
The questionnaire is a data collection tool which is used to collect primary data. For the
research proposal developed in Assessment 1, data is collected from a close ended questionnaire.
This questionnaire is intending to collect data from 200 respondents
Kindly select most appropriate category or option against each question. All the personal data of
each participant of this study will be kept confidential and anonymous.
Name ________
Question 1: Select your gender
a) Male
b) Female
Question 2: Select your age group
a) 0 - 18
b) 19 - 25
c) 26 – 45
d) 46 and above
Question 3: Is this is your first visit at London eye?
a) Yes
b) No
Question 4: How often do you visit London eye?
a) Once a week
b) Once a month
c) Once in every six month
d) Once in a year
Question 5: What are the factors which motivate you to visit London eye?
a) To admire London icon
b) Sightseeing and tourism
c) Experiencing 360 Degree view of London
d) Virtual tourism
Question 6: Have you tried virtual tourism for London eye, UK?
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a) Yes
b) No
Question 7: Do you think virtual tourism has a role in boosting tourism of London eye, UK?
a) Yes
b) No
Question 8: If yes, then what is the role of virtual tourism in boosting tourism of London eye,
UK?
a) Technology attracts people
b) People try before buy
c) Unique selling point
Question 9: According to you, which one or more of below options are appropriate to be benefits
of virtual tourism?
a) Easy information of travel attraction
b) 3D tour before touching down
c) Helpful in choosing between destinations
d) Save money from marketing of a travel attraction
e) All of the above
Thank you very much for participating!
Statistical testing: Descriptive analysis
Variable 1
Statistics
Question 1
N Valid 200
Missing 0
Mean 1.45
Median 1.00
Mode 1
Std. Deviation .499
Variance .249
Minimum 1
Maximum 2
2

Sum 290
Commentary: This first variable which has been analyzed is intends to ask the participants
of this study about their gender. From the data, it has been clear that the ratio of male participants
is higher than female participants as the number of males is 110 and females is 90. In accordance
to this, mode of this data is 1 as it can be seen in above descriptive statistics table which also
implies most of the participants of this study are Males.
Variable 2
Statistics
Question 2
N Valid 200
Missing 0
Mean 2.08
Median 2.00
Mode 2
Std. Deviation .850
Variance .723
Minimum 1
Maximum 4
Sum 415
3

Commentary: The second variable analyzed using descriptive statistics is age of the
participants. The above descriptive statistics shows that the mean value of 2.08 which implies the
mean age of all the participants is between 2 and 3 age groups which is 19 to 45. The mode of
this dataset is 2 implying most of the participants belong to the age group of 19 to 25. The results
of this analysis helps in reaching the conclusion that the major population who visits London Eye
are young people having age between 19 to 25.
Variable 3
Statistics
Question 3
N Valid 200
Missing 0
Mean 1.80
Median 2.00
Mode 2
Std. Deviation .401
Variance .161
Minimum 1
Maximum 2
Sum 360
4

Commentary: After analyzing the demographic variables of participants, this analysis aims
to achieve first objective which is to understand the visiting patterns of people at London Eye.
This variable asked from 200 participants of this study that it is their first ever visit at London
Eye or not. By analyzing the participant’s results, it can be seen in above bar graph that 40 out of
200 has responded affirmatively and 160 has responded as “No”. The descriptive statistics table
attached above is showing the mode value as 2 implying majority of the tourist at London Eye
has already visited this attraction.
Variable 4
Statistics
Question 4
N Valid 200
Missing 0
Mean 3.15
Median 3.00
Mode 4
Std. Deviation .912
Variance .832
Minimum 1
Maximum 4
Sum 630
5

Commentary: This variable also seeks to analyze and understand the visiting pattern at
London Eye. This variable asks to the participants of this study that how often do they visit
London Eye. From the above graph, it is clear that only 5% of the visitors or 10 visitors visit
London Eye every week, 40 of them visit every month, 60 of them visit every six months and 90
of them has only visited London eye once in a year. The descriptive statistics table show the
mode value of 4 implying most of the participants has only visited London eye once in a year.
The same table is showing the mean value of 3.15 implying an average visitor visits London Eye
from once in a year to once in six a half year.
From the results to variable 3 and 4, objective 1 has been achieved as an understanding has
been developed that major people has visited London Eye at least twice and they visit mostly
once in a year.
Variable 5
Statistics
Question 5
N Valid 200
Missing 0
Mean 3.03
Median 3.50
Mode 4
Std. Deviation 1.109
Variance 1.231
Minimum 1
Maximum 4
6

Sum 605
Commentary: This particular variable is based on the question which intends to ask from
200 participants of this study that what is the motivational factor which persuaded them to visits
London Eye. The descriptive statistics table above is showing the results; the mode value of this
dataset is 4 implying that the major motivation factor due to which participants has visited
London eye is Virtual tourism. The graph attached above and frequency table attached in
Appendix helps in observe that besides Virtual tourism, sightseeing and tourism is the second
most influenced motivational factor followed by Experiencing 360-degree view of London and
to admire London as an icon.
Variable 6
Statistics
Question 6
N Valid 200
Missing 0
Mean 1.38
Median 1.00
Mode 1
Std. Deviation .485
Variance .236
Minimum 1
Maximum 2
7

Sum 275
Commentary: This variable is related to the question which has asked from the participants
that have they ever tried virtual tourism for London Eye or not. The results of the responses can
be observed from above descriptive statistics and graphical analysis. The above graph is showing
that out of 200 participants, 120 has experienced virtual tourism for London eye and 80 of them
has not experienced virtual eye. The descriptive statistics model is showing the mode of 1
implying most people have experienced virtual tourism for the selected visitor’s attraction.
Variable 7
Statistics
Question 7
N Valid 200
Missing 0
Mean 1.40
Median 1.00
Mode 1
Std. Deviation .491
Variance .241
Minimum 1
Maximum 2
Sum 280
8

Commentary: Variable 7 and 8 intends to achieve objective 3 which aims to identify the role
of virtual tourism in boosting the revenues of London Eye. The variable 7 is the variable of
responses which asked participants of this investigation that whether according to them virtual
tourism has a significant role in increasing and boosting the selected attraction in UK. The
responses of respondents are analyzed by using descriptive statistics from which it is clear that
the mode value of such data set is 1 implying majority of the participants has responded
affirmatively stating virtual tourism does have a significant role in boosting the tourism of
London Eye.
Variable 8
Statistics
Question 8
N Valid 120
Missing 80
Mean 1.75
Median 2.00
Mode 2
Std. Deviation .598
Variance .357
Minimum 1
Maximum 3
Sum 210
9

Commentary: This is the second last variable of this analysis which has asked from the
respondents that according to them what is the major role of virtual tourism in boosting up the
tourism at selected visitor’s attraction. As this variable is related to variable 7, only those
participants have responded to this question who responded affirmatively for variable 7, so the
total participants for this variable are 120. From the above graph and frequency distribution table
attached in Appendix is showing that out of 120 participants, 60 of them have responded that the
major role of virtual tourism is the technology which attracts people, 120 of them have
responded that virtual tourism provides opportunity to people to try before buy and 20 of them
regard virtual tourism as a Unique selling point which is the major role of virtual tourism. In
additional to this, above attached descriptive table has helped in gaining the mode value of 2
implying majority of participants consider “People try before buy”, the best role of virtual
tourism.
The results of variable 7 and 8 has helped in fulfilling the objective 3 as the results of these
variable leads towards the direction that not only virtual tourism has a significant role in boosting
up the tourism of London eye, it also has various roles to play, among which the facility of trying
before buying is the most effective role.
Variable 9
Statistics
Question 9
N Valid 200
10

Missing 0
Mean 3.25
Median 3.00
Mode 5
Std. Deviation 1.597
Variance 2.550
Minimum 1
Maximum 5
Sum 650
Commentary: This variable aims to fulfil objective 2 which is to identify the advantages of
virtual tourism for UK tourism. For this objective, the variable has asked from the respondents
that according to them which is the most appropriate advantage of virtual tourism. All the
participants have responded to this question which has 5 options. The above descriptive statistics
table is reflecting the mode value as 5 implying most of the participants has responded as “All of
the above”.
This analysis helped in fulfilling the objective 2 that the major benefits of virtual tourism
are easy information of travel attraction, 3D tour before touching down, helpful in choosing
between destinations and saves money from marketing of a travel attraction.
Statistical Testing: Chi Square Test
Test 1
Question 5 * Question 6 Crosstabulation
Count
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Question 6 Total
Yes No
Question 5
To admire London icon 7 18 25
Sightseeing and tourism 14 31 45
Experiencing 360 Degree view
of London 4 26 30
Virtual tourism 100 0 100
Total 125 75 200
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 122.555a 3 .000
Likelihood Ratio 155.618 3 .000
Linear-by-Linear Association 82.241 1 .000
N of Valid Cases 200
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count
is 9.38.
Commentary: A chi square test is used to analyze the relationship or impact between two
categorical variables. According to the default statistical functions, the significance level is 95%
(.05) implying that if the Pearson Chi square value is less than this level than the variables are
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related to each other or are impacted by each other. This chi square test is also intending to
satisfy objective 4. The two variable used for this test are usage of virtual tourism and
motivational factors of visiting London eye. The Cross tabulation results attached above shows
that out of 100 people who are motivated by virtual tourism to visit London Eye, all 100 has tried
virtual tourism which clearly shows the relationship between these variables but this relationship
can be a coincidence as well. In order to evidently show this relationship, chi square is used. The
chi square results f (3), p<0.000 shows that the usage of virtual tourism and motivational factors
to visit London eye are related to each other.
This analysis helps in fulfilling objective 4 stating that the people who has tried virtual
tourism of London eye thinks that virtual tourism is the most influential motivational factor of
visiting London eye.
Test 2
Question 3 * Question 9 Crosstabulation
Count
Question 9 Total
Easy
information of
travel
attraction
3D tour before
touching down
Helpful in
choosing
between
destinations
Save money
from marketing
of a travel
attraction
All of the
above
Question 3 Yes 11 9 4 2 14 40
No 24 41 21 8 66 160
Total 35 50 25 10 80 200
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 3.545a 4 .471
Likelihood Ratio 3.260 4 .515
Linear-by-Linear Association 1.483 1 .223
N of Valid Cases 200
a. 1 cells (10.0%) have expected count less than 5. The minimum expected
count is 2.00.
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Commentary: As the significance or p value of Pearson’s chi square is .471 which is higher
than 0.05, it can be said that there is no relationship between benefits of virtual tourism and
visitor patterns of visiting London Eye.
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APPENDIX
Frequency tables for each variable
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