Question

Survey Assignment For this assignment, you are developing a questionnaire in Qualtrics to address the 2 research questions below. Please refer to examples in the text (e.g. Exhibit 15.2 on pg. 349 for the flow of a questionnaire and Exhibits 15.3 – 15.5 on pp 351- 354 for questionnaire examples) and the instructions/examples below for guidance. Be sure that your questions measure constructs/variables that will allow you to address the research questions. For the questionnaire, I encourage you to use online and library resources to find good scales. Some constructs, like customer satisfaction, need to be measured with a multi-item scale. There are many sources available online and through the library. For the assignment, not all questions/items have to come from pre-established scales. However, most of your scales should so that they are more likely to be valid and reliable. For some examples of scales, please see the examples below. For an example of a survey in Qualtrics, please see the class example in Qualtrics (to be shared with you once you receive access to Qualtrics). Remember, there are several kinds of attitude scales you may use. Background and research questions A hotel chain has recently undergone renovations to revitalize its brand. It has remodeled several of its hotels’ features/amenities such as their indoor pools, restaurants, and lobbies. Additionally, they have invested in retraining their staff to increase the quality of their service. The hotel chain would like to know what effect the changes have had on customer satisfaction. Therefore, they are distributing surveys to guests at the hotel to answer the following research questions: What do guests think about the remodeled hotel? Are they satisfied with the changes?

Answer 1

The questionnaire will include closed-ended questions for quantitative analysis and open-ended questions for qualitative insights, using a mix of established scales and specific questions tailored to the hotel's renovation impact on customer satisfaction.

Step-by-step explanation:

To address the research questions regarding guests' perceptions of the remodeled hotel and their satisfaction with the changes, the questionnaire should include both closed-ended and open-ended questions. Closed-ended questions will provide quantitative data that can be easily counted and analyzed statistically, e.g., multiple-choice questions or Likert scales about various aspects of the hotel renovation like 'How satisfied are you with the new design of the indoor pool?' ranging from 'Very satisfied' to 'Very dissatisfied'. Open-ended questions allow for the collection of qualitative data, gaining richer, subjective insights from guests, like 'What do you think could further improve the hotel's amenities?'. For valid and reliable results, a mix of pre-established scales and crafted questions specific to this hotel chain's unique situation should be included in the questionnaire.