Victoria University: Business Research Methods (BMO6630) Survey Report

This report details a student's experience with survey administration as part of a business research methods assignment. The study focuses on using a quantitative tool, specifically a questionnaire, to assess consumer dining experiences in boutique restaurants. The student employed both close-ended and open-ended questions, covering aspects such as design, service, uniqueness, and food quality. The report outlines the process of questionnaire design, pilot testing, and data collection from a sample of ten participants. It includes modifications made to the questionnaire based on pilot test feedback, focusing on clarity and ease of completion. The student reflects on the advantages and disadvantages of the chosen survey administration method, highlighting issues like participant comprehension and questionnaire length. Recommendations are provided for improving the survey process, including suggestions for email invitations and questionnaire design. The report also discusses the use of the Likert scale, demographic questions, and the importance of question relevance. The student concludes by emphasizing the key research skills gained and the importance of understanding consumer behavior in the hospitality industry. The report also includes the questionnaire with the changes made after the pilot testing.

Running head: BUSINESS RESEARCH METHODS
BUSINESS RESEARCH METHODS

BUSINESS RESEARCH METHODS 2
Table of Contents
Table of Contents........................................................................................................................................2
...............................................4
......................5
.........5
............................................................................6
References.................................................................................................................................................14
Appendices................................................................................................................................................15
Complete 10 questionnaire....................................................................................................................15

BUSINESS RESEARCH METHODS 3
The main aim of this study is to use quantitative tool to conduct suitable survey administration
for developing the responses, as it is associated with the discoveries problems in the quantitative
form. Further, bothclose-ended and open-ended questionnaire was used to gather the reactions
form research candidates about dining experience in the boutique restaurant. In this way, the
initial section was associated with the general questions named as design, personal services,
uniqueness, and food quality. This survey administration tool was effective for developing the
depth information about the dining experience of the consumers (Bell, et al., 2018). By
practicing this tool, I was able to address the motivation level of consumers for consuming the
services of a boutique restaurant. In this, close-ended questionnaire method was implied to
comprehend perception towards consumers about the authenticity, experience, staff empathy,
servicescape, and behavioral intention. The kind of questions used as it enables to get the
opportunity for choosing one from the different alternatives (Hair et al., 2015). This tool is
effective to complete the whole act in less time. In section D, I developed my understanding of
the demographic components named as the gender, age, and income level of consumers. I
enhanced my knowledge about the Likert scale technique that facilitates to measure the
effectiveness of the firm. It could involve certain alternatives and enables to the choices for
selecting one of them. The key advantage of practicing the survey administration is that it
facilitates to get information based on real-world perception. Another benefit of practicing
survey is to collect a large amount of data in the least time but it could be quite costly as
compared to other methods. This method has also some limitation. It is stated that infeasible data
can be eliminated by the researcher through factual information. This tool will be responsible for

BUSINESS RESEARCH METHODS 4
entailing insufficient data about the matter being investigated. This tool will mandate to the
responded to consider a larger number of people in the survey but if the researcher has selected
the less sample size then it could negatively impact on the research outcome by increasing the
cost and time of the study (Eriksson and Kovalainen, 2015).
I used the administrative process that was effective for collecting the data towards the study
matter by respondents. During the implication of the survey, I analyzed that there are many
people who skipped the questions and some participants confronted issues in comprehending the
research questions. The questionnaire was very lengthy that created little boredom hence people
have ignored or skipped some question. It is also founded that questionnaire was quite difficult
that also affected the overall responses of the study (Walliman, 2017).
I recommended that a researcher should be need to comprehend the quality of the email method
to get the opinion of other research candidates to increase the reactions of them. It could be
suggested that a large number of research candidates who clicked the start button of the survey
completed the survey. The research scholar could select suitable candidates from whom they
could send a survey invitation by entailing the email tool. It could make sure the research
candidates will open the email tool (Wallace and Sheldon, 2015). I suggested that research can
create a design associated with the research tool. The research questions will be asked by the
researcher to the research participants by considering the pilot method to collect the feasible
responses of them. For completing this process, the researcher will use the Money survey

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questionnaire tool that is online sources of data collection as it will assist to get the reliable data
in the least time and cost (Decker, et al., 2015). It is illustrated that there are different factors that
might be affected by the questionnaire named as the content planning, questionnaire format,
cover letter, interview questions, and interview questions. I would like to recommend the
researcher to suggest a discovers to imply the questionnaire structure in improving the
administration process. It is stated that the questionnaire is practiced for conducting the survey of
the study, as it would be comprehensive and clear. I recommended that the researcher would
consider the piloting tool as it would offer an opportunity to cross-check the complete
questionnaire and increase the feasibility of the questionnaire (De Massis and Kotlar, 2014).
Before distributing the questionnaire, I would like to make an amendment in the survey through
a questionnaire. I would tried to put my best in the survey to make easy the whole questionnaire
as it could be effective for increasing the interest of participants in the team. I determined the
questionnaire that would be effective for both consumers as well as investigators. Moreover, I
also avoided the questions that were not associated with the research objectives for performing
the study in a methodological way (Wilson, 2014).
From the survey administration, I gained my knowledge about research skills that could be
imperative to conduct the study. I also improved my existing understanding towards the factor
that might be affected the people for having the hospitality services. I deeply evaluated the
process that might be considered by the investigator at the time of conducting the study that was
also essential to increase the reliability of the research outcome. From the application of the

BUSINESS RESEARCH METHODS 6
administration process, I understood how an investigator makes their efforts to meet the aim and
objective of the research matter. In this study, I also improved way by which an investigator
could comprehend the way to improve the quality of the research outcome. Through this, I
was accountable to comprehend the importance of product and services quality for influencing a
huge number of customers. I also gained my understanding about how demographic questions
will be effective for making a link between the researcher and research candidates. I also
improve my understanding of the Likert scale that was also imperative to measure the responses
of the participants by considering a scale and make a favourable judgment towards the collected
responses (McNabb, 2015).
This study was conducted on the 10 people who are the consumer of boutique restaurant. The
researcher has considered the following steps in the piloting the questionnaire for conducting the
survey questionnaire, In this way, some questionnaire has been deleted while some has been
changed due to increasing accuracy if the research questions and make research outcome. It is
discussed as below:
Changes to question 4 of section A:
Wording: Changes in question 4 of section A
Pilot: 1. Have you dined in a boutique restaurant in the last six months?
Yes (Go to Question 2) No (STOP, Thank you)
Final 1: Have you dined in a boutique restaurant in the last six months?
Yes No

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Pilot: 2. Which boutique restaurant have you visited most recently?
Name: --------------------------------------------------------------------------
Location: ------------------------------------------------------------------------
Final: Which Location of boutique restaurant have you prefer to visit most recently?
Australia
Others
SECTION B SERVICE SCAPE, EMPATHY, AUTHENTICITY, EXPERIENCE, AND
BEHAVIOURAL
INTENTION
Wording: Changes in question 4 of section B
Pilot: 6. Please indicate your level of agreement with each of the following statements in relation
to the Servicescape of the boutique restaurant you most recently visited with
1= Strongly Disagree 7= Strongly Agree
Architectural style of this restaurant is attractive 1 2 3 4 5 6 7
Interior décor is visually appealing 1 2 3 4 5 6 7
Natural elements are pleasant 1 2 3 4 5 6 7
Décor personally designed 1 2 3 4 5 6 7
Furniture is of high quality 1 2 3 4 5 6 7
Temperature is just right 1 2 3 4 5 6 7
Aroma is enticing 1 2 3 4 5 6 7

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Noise level is acceptable 1 2 3 4 5 6 7
Air quality is good 1 2 3 4 5 6 7
Colors create a warm atmosphere 1 2 3 4 5 6 7
Restaurant lighting is appropriate 1 2 3 4 5 6 7
Lighting makes feel welcome 1 2 3 4 5 6 7
Dining areas are clean 1 2 3 4 5 6 7
Restrooms are clean 1 2 3 4 5 6 7
Walkways and exits are clean 1 2 3 4 5 6 7
The layout makes it easy to move around 1 2 3 4 5 6 7
Seating arrangement is comfortable 1 2 3 4 5 6 7
Tableware is of good quality 1 2 3 4 5 6 7
The linens are of good quality 1 2 3 4 5 6 7
Menu design is attractive 1 2 3 4 5 6 7
Menu has good variety in food & drinks 1 2 3 4 5 6 7
Food presentation is visually attractive 1 2 3 4 5 6 7
This restaurant is conveniently located 1 2 3 4 5 6 7
Surrounding area is good 1 2 3 4 5 6 7
Parking at the restaurant is adequate 1 2 3 4 5 6 7
Visibility of the restaurant is good 1 2 3 4 5 6 7
Final: 6. Please indicate your level of agreement with each of the following statements in
relation to the Servicescape of the boutique restaurant you most recently visited with
1= Strongly Disagree 7= Strongly Agree

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Architectural style of this restaurant is attractive 1 2 3 4 5 6 7
Interior décor is visually appealing 1 2 3 4 5 6 7
Restaurant lighting is appropriate 1 2 3 4 5 6 7
Lighting makes feel welcome 1 2 3 4 5 6 7
Dining areas are clean 1 2 3 4 5 6 7
Restrooms are clean 1 2 3 4 5 6 7
Walkways and exits are clean 1 2 3 4 5 6 7
Layout makes it easy to move around 1 2 3 4 5 6 7
Seating arrangement is comfortable 1 2 3 4 5 6 7
Menu design is attractive 1 2 3 4 5 6 7
This restaurant is conveniently located 1 2 3 4 5 6 7
Surrounding area is good 1 2 3 4 5 6 7
Parking at the restaurant is adequate 1 2 3 4 5 6 7
Visibility of the restaurant is good 1 2 3 4 5 6 7
Pilot: 8. Please indicate your level of agreement with each of the following statements in relation
to your dining experience at the boutique restaurant you most recently visited with
1= Strongly Disagree 7= Strongly
Agree
I felt thrilled about the new dining experience 1 2 3 4 5 6 7
I was indulged in the selection of dishes 1 2 3 4 5 6 7
The dining experience was really enjoyable 1 2 3 4 5 6 7
The experience was exciting 1 2 3 4 5 6 7
It was novelty. 1 2 3 4 5 6 7

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It was my once-in-a-life experience 1 2 3 4 5 6 7
The experience was unique. 1 2 3 4 5 6 7
I had really experienced something new 1 2 3 4 5 6 7
I closely experienced the local culture 1 2 3 4 5 6 7
The dining experience is more attractive than I
thought
1 2 3 4 5 6 7
My experience was pleasant 1 2 3 4 5 6 7
The experience was relaxing 1 2 3 4 5 6 7
I can experience the unique lifestyle at this
restaurant
1 2 3 4 5 6 7
I feel like being myself during meaningful
experience at this restaurant
1 2 3 4 5 6 7
I feel that I am connected with this restaurant 1 2 3 4 5 6 7
I enjoy the authentic dinging experience and service
provided by employees in this restaurant
1 2 3 4 5 6 7
I was provided with a personalised experience 1 2 3 4 5 6 7
Final: 8. Please indicate your level of agreement with each of the following statements in relation
to your dining experience at the boutique restaurant you most recently visited with
1= Strongly Disagree 7= Strongly
Agree
I felt thrilled about the new dining experience 1 2 3 4 5 6 7
I was indulged in the selection of dishes 1 2 3 4 5 6 7

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The dining experience was really enjoyable 1 2 3 4 5 6 7
I closely experienced the local culture 1 2 3 4 5 6 7
The dining experience is more attractive than I
thought
1 2 3 4 5 6 7
My experience was pleasant 1 2 3 4 5 6 7
The experience was relaxing 1 2 3 4 5 6 7
I can experience the unique lifestyle at this
restaurant
1 2 3 4 5 6 7
Pilot: 9. Please indicate your level of agreement with each of the following statements in relation
to staff empathy at the boutique restaurant you most recently visited with
1= Strongly Disagree 7= Strongly Agree
The staff are willing to help 1 2 3 4 5 6 7
The staff are polite and friendly 1 2 3 4 5 6 7
The staff give customers personal attention 1 2 3 4 5 6 7
The staff are passionate 1 2 3 4 5 6 7
The staff provide relief and comfort to me when I
felt bored owing to the long queue
1 2 3 4 5 6 7
The staff are neat and gracefully dressed 1 2 3 4 5 6 7
The staff brings the local culture to customers 1 2 3 4 5 6 7
The staff asked questions to know what I wanted 1 2 3 4 5 6 7

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The staff understood my particular needs and
requirements
1 2 3 4 5 6 7
The staff went above the call of duty to make me
happy
1 2 3 4 5 6 7
The service provided by the staff made me feel
special
1 2 3 4 5 6 7
The staff always provided prompt service 1 2 3 4 5 6 7
Final: 9. Please indicate your level of agreement with each of the following statements in relation
to staff empathy at the boutique restaurant you most recently visited with
1= Strongly Disagree 7= Strongly Agree
The staff are willing to help as they are polite and
friendly
1 2 3 4 5 6 7
The staff give customers personal attention 1 2 3 4 5 6 7
The staff are neat and gracefully dressed 1 2 3 4 5 6 7
The staff brings the local culture to customers 1 2 3 4 5 6 7
The staff asked questions to know what I wanted 1 2 3 4 5 6 7
The staff understood my particular needs and
requirements
1 2 3 4 5 6 7
The staff always provided prompt service 1 2 3 4 5 6 7
Remove questions from the survey