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?

Answer 1

To evaluate the effects of hotel renovations on customer satisfaction, a questionnaire should have both closed and open-ended questions, using platforms like Qualtrics for distribution and analysis, and encompassing scales such as the Likert scale for nuanced data.

Step-by-step explanation:

When developing a questionnaire for a survey on customer satisfaction following hotel renovations, there are several factors to consider. Primarily, the survey should include a mix of closed and open-ended questions to collect both quantitative and qualitative data. Quantitative data gathered via closed-ended questions, which include yes-or-no or multiple-choice formats, can be easily counted and statistically analyzed. On the other hand, open-ended questions solicit detailed responses that provide richer, qualitative information. Utilizing Qualtrics, a robust survey platform, enables you to design, distribute, and analyze surveys efficiently. Employing scales such as Likert scales can help in providing a nuanced understanding of customer satisfaction levels. To address the research questions effectively, you should consider using a combination of pre-established multi-item scales for measuring constructs like customer satisfaction, and custom questions tailored to the specific changes made by the hotel chain. For example, a Likert scale question could be used to assess satisfaction with specific renovated features, like 'How satisfied are you with the remodeled indoor pool?' with options ranging from 'Very satisfied' to 'Very dissatisfied.' For open-ended questions, you might ask 'What aspect of the renovated hotel was most impressive to you?' which would provide subjective feedback. Ultimately, the goal is to generate a questionnaire that yields actionable insights for the hotel chain, regarding the impact of their renovations and retraining efforts on overall guest satisfaction. With a well-crafted survey in place, the chain can make data-driven decisions moving forward.