Quantitative Portfolio

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TLH251
Research Methods for Tourism, Hospitality and Events
Assignment Guidance 2: Quantitative Portfolio
Guidance
We have been exploring quantitative research methods over a six week period and the second part of your assignment for this module involves putting together a mini portfolio which will examine your understanding of some of the quantitative methods and the use of statistical packages to analyse these.
In your portfolio you must include;
Questionnaire Design
Statistical Testing: Descriptive Analysis
Statistical Testing: Chi Square Test
This assignment will help prepare you for further university study and especially for final projects.
Below is a checklist which will help you to prepare your portfolio. Tick off after you have completed each item. This will also ensure you include all required items when you complete your quantitative portfolio submission.
□ Item 1: Questionnaire Design Task
□ Item 2: Descriptive Analysis Task
□ Item 3: Chi Square Test Evidence
Item 1: Designing a Questionnaire
Quantitative methodologies offer the possibility to measure the current tendencies and peoples’ behaviour in a geographical area, making possible to quantify the reality, generalise the results and to replicate the study. The majority of the studies based on quantitative techniques use questionnaires to obtain the data. Each type of questionnaire has different needs. The typology and the measure of the answer can be different as well and this will affect the type of statistical procedures applied in order to analyse the obtained results.
This practical activity is about questionnaires and includes designing one, and then analysing an existing data set relating to measuring the visitor satisfaction at Sunderland Museum and Winter Gardens.
Designing a Questionnaire
For this first element of your assessment it is essential that you design a questionnaire for a service or attraction which operates in the events, tourism or hospitality environment.
The aim is to assess the quality levels of service or satisfaction and motivations amongst visitors for a visit to the chosen venue. You must ask a number of appropriate questions which will enable you to gather a good range of data and contribute to research.
See overleaf for a sample of a questionnaire
Measuring Visitor Satisfaction at Sunderland Museum and Winter Gardens
We are Master students at the University of Sunderland and are conducting this questionnaire as part of one of our courses. We would appreciate if you could participate in this exercise. All answers are kept confidential. Thank you!
Is this your first visit?
 No  Yes (please continue with question 3)
How often have you visited before?
 Weekly  Monthly  Once or twice per year  Rarely
What is your main motivation to visit? (Select one only)
 Education  Culture  Sightseeing
 Family activity  Special event  Other:_____________
Who are you visiting with today?
 Children  Family  Friends
 Partner  On my own  Groups
Please rate your experience today of the following?

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Excellent
Good
Average
Below Average
Poor
Not visited/ used today
Winter Gardens






Art Gallery






Museum displays






Cafe






Shop






Staff






Signage






Facilities






Opening hours






Special activities offered by SMWG





6. Compared with what you expected from today’s visit has your experience with Sunderland Museum and Winter Gardens been:
 Less than expected  As expected  Better than expected
7. Will you recommend a visit to the Sunderland Museum & Winter Garden?
 Yes  No
8. Please indicate your overall satisfaction of your visit today?
 Not satisfied at all  A little satisfied  Neutral
 Satisfied  Very satisfied
9. Has the experience of being at this venue influenced your mood today?
 No (please continue with question 9)
If Yes could it be described as:
 Favourable
 Very Favourable
 Unfavourable
 Very unfavourable
10. Where are you from?
 Local  Regional
 National  International
11. Gender
 Male  Female
12. Please indicate your age group in the following:
 18-25 years  26-35 years  36-45 years
 46-55 years  56-65 years  Over 65 years
13. Please indicate highest level of education?
 Primary Education  Secondary Education
 Further Education  Higher Education
Thank you very much for participating!
Item 2: Carrying Out Descriptive Statistics on a Data Set
Here we are going to use SPSS (Statistical Package for the Social Sciences), which has been designed especially for social science studies to help analyse data collected from questionnaires.
Part 1: Getting to know SPSS – Exploring the data in SPSS.
The first step is to understand how SPSS is used as well as the characteristics of the dataset. For this part you need to:
Explore the Data which has already been inserted into SPSS.
Part 2: Descriptive statistics + Results
The second step is to describe the data you are using. For this part you need to complete the following tasks: 
1)      Provide a frequency analysis for the variables.
Using 6 examples from the variables within the data set provided show the frequencies of data using the package;
 2) Produce a Graph/Chart
To complement the frequency tables you need to produce a graph or chart
3) Results
The final step is to present the results obtained in the frequency analysis. You should present them together with a short commentary of 250 words explaining what they show.
Remember to include the following for this task for each variable you explore.
Frequency Table
Chart/Graph to complement the Frequency Table
Explain what the frequency data is showing
Item 3: Chi Square Test
In the previous practical we analysed the variables individually. In this practical we are going to relate them to each other. The process is called “cross-tabulation” and it is one of the simplest and most frequently used techniques to demonstrate the presence or absence of a relationship between variables.
Part 1: Cross-tabulation
First of all you need to test and analyse the relationship between at least two variables in the database. You need to complete the following cross-tabulation analysis, and justify in each case whether the relationship presents a statistically significant or non-significant result. This is something known as the Chi Square Test.
The significance level suggesting a relationship between two variables is 0.05 and a non-significance level suggesting there to be no relationship between the two variables is a figure above 0.05.
You should be aiming to present two test results showing significance and one showing non insignificance.
Part 2: Presenting Descriptive Data
In the second part, you need to use the existing data set in SPSS to present results graphically.
Remember to include the following in your portfolio:
  Cross tabulation tables (Chi Square Test Result)
  Produce Graphs/Charts to show the information
  Explain if the test is significant or not and why there may be a relationship or not.

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