Data-Driven Business Practice: Questionnaire Design for Keslake Towers

This report focuses on the application of data collection methods, specifically questionnaires, within a business context. The chosen case study is Keslake Towers, a small B&B located in London, which is planning to renovate its premises. The report begins by justifying the use of questionnaires as the most effective data collection method, highlighting their economical nature, wide coverage, and rapidity. It then details the types of data Keslake Towers needs to collect, including costs, customer needs and preferences. The core of the report is the design of a questionnaire, with justifications for each question. The questionnaire includes questions about necessary decoration improvements, attractive entrance changes, customer reasons for visiting, reception placement, and room element installations. The report concludes by emphasizing the importance of questionnaires in guiding renovation decisions and ensuring that the collected data leads to valid conclusions. The report references several academic sources to support its arguments.

Using Data to Build Business Practice

Table of Contents
INTRODUCTION................................................................................................................................3
TASK ...................................................................................................................................................3
Why a questionnaire is the best method of data collection..............................................................3
Suggest what data they needs to collect...........................................................................................4
Design a questionnaire which can be used to collect the required data, with a justification for the
questions..........................................................................................................................................5
CONCLUSION ...................................................................................................................................6
REFERENCES.....................................................................................................................................7

INTRODUCTION
Data is a set of information which includes quantitative or qualitative variables and that can
be used for providing better conclusion at the end of result. Whereas questionnaire is an instrument
for collecting valid or reliable information from the respondents that includes a list of questions.
The chosen organisation for this report is Keslake Towers which is a small B&B and located in west
end which is a very busy part of London city. This report will discuss about the importance of
questionnaire along with its justification.
TASK
Why a questionnaire is the best method of data collection
Questionnaire – It is an appropriate method for collecting relevant and valid data for a research
topic which helps the researcher to get better conclusion in a quick time period. In the context of
Keslake tower, as they are planning to renovate their premises so it will be prove the best method
for them in order to analysing current needs and wants of customers. London is a location in which
various tourists are come along with their different purposes such as vacations, business meetings
etc. As the cited firm is located in the central part of London where most of visitors are come and
feels the beauty of city therefore, it can become an opportunity for the managers of Keslake tower
for enhancing their revenue (Xu, 2016). Main advantages of questionnaire which defines why it is a
best method that are given as under:
 Economical – It is most appropriate method for gathering information with the help of this
method researcher can easily collect valid information in a less time period. It is also cost
saving because in it, researcher have to spend for printing the paper and postage only. In this
method, Researcher have no need to visit or meet personally with any respondent.
Therefore, it can be said that it does not require high cost for completing a research
programme. With the context of Keslake tower, they can use this method for analysing the
perception and preferences of customers through which they will be able in providing most
suitable services to their guests.
 Wide Coverage- This method is mostly usable method for collecting information and it is
more effective than the other methods of collecting informations it encourages the
researcher to collect information whether across the nation or outside of nation. For
example- if managers of cited firm will conduct interview for getting knowledge from
various respondents or visitors then it will consumes time and money which is not beneficial
for the firm but with the questionnaire they can easily know about the needs of a large pool
of respondents who are scattered in various locations.
 Rapidity- It is the best method for getting quickly replies from the respondents it also saves

the time and money of the researcher for a research programme. With the help of this,
Managers of Keslake tower will easily able in renovating their premises in a small period of
time (Wyer, 2000).
 Easier Method- It is very easy for plan or construct because it does not need very much
technical skills or knowledge. As managers of cited firm are planning for renovating their
premises then they can easily take views and opinions of respondents for this purpose.
 Anonymity- Questionnaire provides anonymity to the respondents. It also provides
confidence to the respondents that they will not determined by anyone for providing a
specific view or opinion. With the help of this, managers of Kelsake Tower will be
determine positive or negative aspects for renovating their premises.
Suggest what data they needs to collect
As Management of Keslake tower are planning for renovating their premises so that their
revenue can be enhanced. Location of the cited firm is situated in a west end which is a centre part
of London city and many visitors are visited For this purpose, they have to consider various aspects
such as cost price of their products or services, needs or wants of visitors etc. With the help of these
aspects they will be able in fulfilling the desires of their guests in appropriate manner. Some of
these are given as follows:
 Cost price of product or services – For fixing an effective price of the offerings managers
of cited firm have to determine that how much the guest or visitor will pay for their products
or services and also identify that how much their competitors are charging on similar
services then they can decide whether to match or defeat them. It also necessary for setting a
margin on the cost so that a certain profitability can be received by the firm in a short time
period. It also encourage the offerer to provide value of money to the guests or customers.
As cited firm is providing services of Bed and Breakfast in hospitality sector then they have
to include all the costs in their offerings like which they have spent for developing or
producing a product. With the help of this aspect, managers of cited firm will be able in
renovating their business along with enhancing their market share in successful manner.
 Needs and wants of visitors – This aspect is also important because it encourage the
managers or staff members to determine the demands and requirements of customers so that
they can provide ultimate experience to them. Cited firm is situated in the centre of London
city therefore, the chances of attracting a large number of visitors towards services of firm
are higher. Various visitors come in London city on regular basis with their different
purposes like business meetings, vacations, enjoying festive season etc. Therefore, managers
of Kelsake tower can gain an ultimate opportunity of raising their sales figure and revenue
through fulfilling their needs and wants.

 Preference of guests – It is very important to determine the taste and preferences of the
guests so that offerings can be provided by the firm accordingly. As hotel has a wide range
of guest which includes sports person, business men, families etc. so they have different
types of preference over the stay. So it is the duty of managers of Kelsake tower to find out
the needs and then work accordingly with the aim of enhancing customer experience
engagement to a certain level (Merriam, 2019).
Design a questionnaire which can be used to collect the required data, with a justification for the
questions
Sample size- It is an activity of selecting figure of observations which can be included in
statistical sample. 20 respondents are taken in this report for the sample size that involves visitors,
owners, investors of the organisation.
Q.- What improvements are necessary in the decoration?
Justification – This question is very necessary because with the help of it, management of hotel
will be know about what are the changes that are required for the firm to renovate their premises. It
includes various items like curtains, sofa sets, linen clothes, craft products etc. through making
these modifications, management will be able in attracting a large pool of customers towards the
services or products of firm.
Q.- What changes at the entrance attracts the customers most?
Justification- Through this question, Management of Keslake Tower will be able in knowing the
what are those modifications through which they can easily enhance the revenue and sales figures
of their firm. With the help of it, they have known that which changes are necessary at the entrance
so that huge number of customers can visit the hotel. Arch, valet etc. are some features which
attracts the customers most.
Q.- What is the main reasons for visiting the hotel?
Justification- This question is formulated for identifying the reasons why the customers visit a
hotel. As the hotel is situated in centre of London city then customers can visit the natural and
cultural heritage sites, beaches and other monuments without any problem. The customers prefers
nice places for accommodation so that their vacation can go as planned (Lichtenthaler, 2008).
Q.-Where to place the reception counter in the main hall?
Justification- Reception counter also plays a essential role in attracting the customers. This must be
placed at suitable place by considering the views and opinions of the respondents.
Q.-What elements to install in rooms?
Justification- The facilities in the rooms also attracts the customers. The hotel can provide suitable
services to the customers in their rooms during the stay so that their experience in staying in the
hotel remains good. The hotel can provide the Wi-Fi, clean room, windows and adjoining room to

the couples for enhancing their experience (Anderson, 2016).
CONCLUSION
It has been concluded from the above report that questionnaire is very important for
collecting data it guides the researcher to determine what changes are needed in the renovation
process. The questionnaire is provided to respondents from whom the ideas and opinions are taken
for making the necessary changes. Questionnaire also encourage the researcher to collect relevant
information so that a valid conclusion or decision will be made at the end of research programme.

REFERENCES
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