Travel Reference
In-Depth Information
questionnaires suggest the following sequence to
ensure an effective fi nished product:
Activity 5.10
1.
With reference to the objectives of the survey, make
a list of expected outcomes;
Design a questionnaire and carry out a face-to-face
interview survey to fi nd out where people went
on their last holiday, how they travelled to their
destination, and what tourist attractions and facilities
they visited in-resort.
2.
Formulate the questions that will achieve these
outcomes;
3.
Produce a fi rst draft of the questionnaire paying
attention to question order, language style and
overall layout;
This activity is designed to provide evidence for P4.
4.
Carry out a pilot survey with a small number of
respondents to check understanding and suitability
of the questions;
Self-completed survey
A survey that asks respondents to fi ll in a questionnaire
themselves has the benefi t of being cheaper than a
face-to-face interview survey, since there is no need
to recruit and train interviewers. It is common to fi nd
self-completed questionnaires at visitor attractions
and leisure facilities, for customers to complete
and either return by post, or leave behind before
they depart. Some travel and tourism organisations
provide an incentive, such as a free gift or discounted
prices, in order to increase the number of completed
questionnaires returned. Many tour operators carry
out a postal survey of returning holidaymakers, asking
them to complete a questionnaire related to their
holiday experiences.
5.
Amend the fi rst draft as necessary to produce a
fi nal version;
6.
Use the fi nal version in the survey, but be prepared
to make minor adjustments if they will better
achieve the outcomes.
The following is a list of guidelines that should be
followed when designing questionnaires:
•
Always put sensitive questions, e.g. concerning
age, occupation, marital status, etc., at the end
of the questionnaire. Respondents will feel more
comfortable about giving answers to such personal
questions than if they appear at the beginning;
•
Avoid ambiguous questions (questions with double
Telephone and e-mail surveys
meanings);
Conducting a survey by telephone can certainly give
a speedy response and, if trained operators are used,
many interviews are possible in a given time period.
Disadvantages include the fact that it is not possible
to use visual stimulus materials and the likelihood
that people will feel that they have had their privacy
invaded and will not co-operate. The use of e-mail
surveys is growing rapidly as a cheap and fast way or
gaining feedback from customers, but response rates
can be low.
•
Avoid using jargon;
•
Make the questionnaire as short or as long as it
needs to be - don't be tempted to include questions
that, although interesting, will not help achieve the
outcomes;
•
Simple, objective, pre-coded (agree/neutral/
disagree) questions will provide clearer answers
than open-ended questions;
•
Avoid leading questions, e.g. '
don't you agree that
the hotel is comfortable?
' is a question that invites
a positive response;
Questionnaire design
Designing an effective questionnaire that will achieve
its intended aim is a skilled operation. It is also a
very time-consuming process, with constant checks
to see that the questions are easily understood and
in an appropriate order. Specialists in the design of
•
Do not include questions that are an impossible
test of the respondent's memory, e.g. '
how much
did you spend on drinks per day for the fi rst week
of your holiday?'
•
Use language that is appropriate to the respondent.
