BX2174 - Research and Decision Making in Business ASSESSMENT TASK 2: Research Report Li TaiGe （1323610） Lin ChangSheng （12759851） Lecturer: Dr. Chang Chen Sheng Tutor: Dr. Chang Chen Sheng 19​th​ May 2017 Executive Summary Overview of the method used including a description of the sample A research project was undertaken in order to investigate three research questions. These are: (1).what are reasons make people want to visit a village? (2).what are the attractions of the village to tourist? (3).how much does the following each items spend a day? 1.1 Method For thisresearchproject,aquestionnairewascreated.Thepurposeofthequestionnaireis which reasons are more important for people visiting a village. For the purpose of this field study, we use the cross-sectional survey research to collect the qualitative and quantitative data about the reason of people visiting village. Data was collected via a research questionnaire to provide the reason why people visiting village. The questionnaire could be completed anonymously either electronically or by hard copy. The wording principle was taken into account when designing questionnaires. All questions are suitable for research issues and are carefully designed to ensure that there are no ambiguities, leading or double management issues. Thequestionraisedinthesurveyisperfecttoensurethattheprejudiceis eliminated. A unipolar rating scale with five categories from “not at all important” to “very important” and “very poor” to “exceptional” were used to measure the participant's’ interest in village.After that, the difference between the two can lead to the reason whypeoplegoto the town of tourism. And The people surveyed were people who traveledtothevillageatall ages. Before the investigation, make sure that the questions raised are comprehensive, to ensurethattheprejudiceiseliminatedandthattheuseofvaguetermsisavoided.Andneedto be random, to ensure that the final data error is smaller. (​Mcleod, S. (2014). Simply Psychology) Perceptionsofvillage’visitors,purposeanduniquevaluewereobtainedthrough open-ended questions. By giving a clear indication of the motivations of the questionnaire, theparticipantsaremotivatedtorespondpositivelyandendupcourtesywiththeparticipation of the participants, thus adopting a strong and appropriate method of measuring. The Likert scale is used to assess the overall image oftheparticipantvillageandthecontentitprovides. At the end of questionnaire generated the reason data from participants including village’s atmosphere, visitor’s friends, layout and payment etc. In this research, the survey was conducted in 15 minutes, carried out in a professional manner, and the purpose of the study was presented, and the existing ethical issues, explicit voluntary participation and evacuation, and strict anonymity were outlined. This is because the survey includes qualitative and quantitative data, so the combination of these two techniques is used to analyze the data effectively. After getting this data, using the coding method toeffectivelyevaluateandreportonthesedata.Alsousedaquantitativedatamethod, and expressed in the chart. 1.2 Sample The sampling procedure used for the survey was purposive non-probability sampling. Collecting datafromanyavailablepersonandbewillingtocompleteanonlinequestionnaire. Thus, the questionnaire can divided into three parts. The most important is why people visit village. The first is the reason why people want to visit village. In thispartwascompleteby 545 for the first question. As shown below, we can get which are moreimportantforpeople why they want to visit village. Category Mean Standard Deviation Village atmosphere 4.16 1.012248223 Somewhere to relax 4.14 1.044659337 Escape the city 4.06 1.099311079 Local Products to buy 4.03 1.141105259 A good place to be with family and friends 3.99 1.210184058 To see local products being made 3.79 1.191679911 Quiet day out 3.74 1.151371602 Products unique to the region 3.74 1.418634996 Be with friends 3.56 1.387680282 Learn about the place 3.39 1.355087682 Meet local people 3.34 1.280940311 See a particular attraction 3.31 1.300310763 Show others around 3.14 1.517706936 Cheap prices 3.13 1.360741034 Special events 3.11 1.510201003 Table 1 How important were the features in the decision to visit? Category Mean Standard Deviation Escape the city 4.25 1.067187373 Village atmosphere 4.17 0.921735298 Somewhere to relax 4.11 1.043449989 Local Products to buy 3.98 1.171893055 A good place to be with family and friends 3.95 1.209182043 Products unique to the region 3.94 1.090083863 Quiet day out 3.87 0.970837398 Show others around 3.66 1.33499896 Be with friends 3.63 1.203152425 See a particular attraction 3.56 1.200336653 Learn about the place 3.5 1.193416283 Meet local people 3.47 1.258947773 To see local products being made 3.47 1.15867392 Cheap prices 3.39 1.109144725 Special events 3.34 1.296615641 Table 2 How well did the place perform on these features? The other two parts used the same method to be get show what attract people to visit a village and how much does the following each items spend a day. Although the data is not decisive because there are some errors in theresearch,itcanalsoreflectthereasonofpeople for thevisitingvillage.Fromtheresultitcanbeseenthatpeoplewantingtovisitavillagehas a many kinds of reasons. And will not visit the village for a particular reason. Results and Discussion Research question 1 The first research question is “What are the reasons making people want to visit a village?” (Q1, Q2). This is survey question. To answer this question, three questions from the questionnaire have been used as detailed below. How important were the features in the decision to visit？ Category Mean Standard Deviation Village atmosphere 4.16 1.012248223 Somewhere to relax 4.14 1.044659337 Escape the city 4.06 1.099311079 Local Products to buy 4.03 1.141105259 A good place to be with family and friends 3.99 1.210184058 To see local products being made 3.79 1.191679911 Quiet day out 3.74 1.151371602 Products unique to the region 3.74 1.418634996 Be with friends 3.56 1.387680282 Learn about the place 3.39 1.355087682 Meet local people 3.34 1.280940311 See a particular attraction 3.31 1.300310763 Show others around 3.14 1.517706936 Cheap prices 3.13 1.360741034 Special events 3.11 1.510201003 Table 1 the features in the decision to visit In order to code the 100 data, they were set different meaning to each number and coded into category. Each item has 5 codes to show how each feature important to make tourists to village. Code 1meansnotatallimportantandcode5isveryimportantitem.From table 1,wecanknowthevillageatmosphereismostimportantreasontomakepeopletovisit. Mean is 4.16 in all of table. We can get people have strong interest and more care about village atmosphere. Special events are notimportantreasonduringthistable,meanis3.11.It means people were not affected by special events and go to visit. How well did the place perform on these features? Category Mean Standard Deviation Escape the city 4.25 1.067187373 Village atmosphere 4.17 0.921735298 Somewhere to relax 4.11 1.043449989 Local Products to buy 3.98 1.171893055 A good place to be with family and friends 3.95 1.209182043 Products unique to the region 3.94 1.090083863 Quiet day out 3.87 0.970837398 Show others around 3.66 1.33499896 Be with friends 3.63 1.203152425 See a particular attraction 3.56 1.200336653 Learn about the place 3.5 1.193416283 Meet local people 3.47 1.258947773 To see local products being made 3.47 1.15867392 Cheap prices 3.39 1.109144725 Special events 3.34 1.296615641 Table 2 the place performs on these features Table 2 shows how each item the place perform on these features. They were set different meaning from code 1 to 5. Code 1 is very poor performance and code 5 is exceptional performance. From the table 2, escape the city was exceptional performance during all of features, mean is 4.25. Village atmosphere also has 4.17, it also means this feature has good performance during these features. The pool performance is specialevents, mean is 3.34. Table 2 compare with Table 1,specialalsoisthelastitem,ithasnotimportant and poor performs between twotables.Intable1,villageatmospherewasveryimportantand it also has good performance in table. Mean is 4.17. Appeal of different themes Category Mean Standard Deviation Special scenery or environment 4.22 1.030641656 Local history & heritage buildings 4.01 1.22676383 Local arts & crafts 3.98 1.180480984 Ethnic settlement history & heritage buildings 3.97 1.250898667 Local food & wine/drinks 3.94 1.221193323 Access to national parks or wilderness 3.71 1.216843076 Music, theater & performances 3.37 1.268539286 Antiques 3.3 1.374368542 Table 3 Appeal of different themes Table 3 shows the appeal of differentthemes.Thistablewascollectedfrom100data, and each itemhas5codestoshowhowmucheachstyletoappealtouristsgotovillage.From code 1 to code 5 have different meaning. Code 1 is means not at all appealing andcode5is means very appealing reason. Based on table 3, special scenery or environment is very appealing reason, mean is 4.22. Antiques is not appealing theme. Mean only takes 3.3. The most common themes are local history & heritage buildings. We can know tourists have interest at special scenery and local history. Village should more care about to build special environment and heritage buildings. Research question 2 The second research question is “What are the attractions ofthevillagetotourist?”(Q3, Q4).​ ​There are three questions from the questionnaire to explain this question Village characteristics of how important they are to your shopping experience? Category Mean Standard Deviation Attitude of sales staff 4.18 1.313334872 Neatness & cleanliness of shops 4.01 1.366962274 Efficiency of sales staff 3.97 1.381369544 Value for money 3.91 1.393310135 Availability of regionally distinctive products 3.91 1.393310135 Variety of product selection 3.9 1.352140092 Price of products 3.86 1.341038343 Window display 3.72 1.45699289 Opening hours of shops 3.72 1.414784846 Choice of payment methods 3.7 1.487320144 Language ability of staff 3.66 1.464874939 Physical layout of shops 3.61 1.413463402 Table 4 importance to shopping experience Table 4 shows village characteristics of how important they are to your shopping experience. This table is get from 100 data, and each item has 5 codes to show how they important to shopping experience. Based on this table, code 1meansnotatallimportantand code 5 means very important. The most importantreasonisAttitudeofsalesstaff,averageis 4.18. It means tourists very care about attitude of sales staff. A good attitude of sales will make tourists come here again. Physical layout of shops is not important items to tourists, mean is 3.61. How well do you think Hahndorf performs on each item? Category Mean Standard Deviation Attitude of sales staff 3.94 1.361965306 Neatness & cleanliness of shops 3.9 1.275250025 Window display 3.8 1.294900644 Choice of payment methods 3.8 1.428427121 Language ability of staff 3.8 1.385349024 Variety of product selection 3.78 1.307167498 Physical layout of shops 3.76 1.295836378 Efficiency of sales staff 3.73 1.420307265 Availability of regionally distinctive products 3.72 1.436043949 Price of products 3.64 1.235174711 Value for money 3.63 1.397364041 Opening hours of shops 3.57 1.257342074 Table 5 Village performance Table5showsthevillageperformanceofeachitem.Everyitemhas5codestoshowhow well performs on each item? Code1meansverypoorperformanceduringthistableandcode 5 means this isexceptionalperformance.Fromtable5,wecangetattitudeofsalesstaffisthe most exceptionalperformanceduringalloftable,averageis3.94.Andneatness&cleanliness of shops also has good performance in this table, average is 3.9. This value almost close to attitude of sales staff. Oppositely, opening hours of shops is very poor performance that average is 3.57. Compare with table 4, attitude of sales staff always keep top value at all of table. This item has very important to shopping experience and exceptional performance between two tables. For the last item in table 4 is physical layout of shops, and in table 5 is opening hours of hours. These items has very poor performance in two table, village should spend much time to improve it. What six items are most essential for a village to attract visitors? Frequency Category picked Easy to park 56 Well preserved heritage building 56 Variety of places to eat 48 Variety of shops 47 Easy to get to 44 Easy to find my way around when I get there 38 Pedestrian friendly 34 Pleasant landscaping 34 visually appealing architecture 31 Not too crowded 31 Conveniently located public toilets 27 Places to rest 24 Information about the place 23 Markets 23 Attractions 22 Free entertainment 21 Safe places for kids to play 15 Festivals 6 Table 6 essential items for a village to attract visitors Table 6 is six items are most essential for a village to attract visitors. Based on this table, we can see easy to park and well preserved heritage building are most essential items during six items. It takes 56%forbothitems.EasytofindmywayaroundwhenIgetthereis not enough to attract visitors are compared to other items. It only takes 38% during six items. Research question 3 The second research question is “Howmuchdoesthefollowingeachitemspendaday?” (Q9).​ ​There are three questions from the questionnaire to explain this question. How much Australia dollars you have spent a day Category Amount spent in dollars and cents Items from shops 3166.9 Food & drink 2957.1 Getting here 2536.53 Accommodation 2535 Parking 37 Books and brochures 14 Table 7 Each item amount spent a day Based on table 7, items from shops is the most amount of item spent a day. It is $3166.9. books andbrochuresistheleastamountofitemspendaday.Itonlyhas$14.Ithink village should more promote books and brochures product. What is the most expensive item bought today? Category Frequency of most expensive food/drink 40 0 35 jewellery/crafts/souvenirs 10 clothing/bags/wallets 8 household/garden items 4 accommodation 2 haven’t bought anything 1 Total spent 100 Table 8 Each item bought today From the table 8 we can get the most expensive item is food/drink. How much was this item? Category How much food/drink 1227.3 jewellery/crafts/souvenirs 380.9 clothing/bags/wallets 277.5 accommodation 250 household/garden items 246 0 11 haven’t bought anything 0 Total spent 2392.7 Table 9 Price of each item Based on table 9, we can know the most expensive item is food/drink, this is spent 1227.3 dollar today. Limitations Social desirability bias is when participants answer questions in a way they believe are more socially favorable, rather than choosing responses based ontheirtruefeelings(Grimm, 2010).Whenpeopleknowthatthesurveyistobereported,theywillfindthemostreasonable answer to answer. This leads to an over-reported or reported lack of information and is therefore inaccurate. In the survey, there may be differentcitizensofthenationality,because there are different cultures, for the final survey results also have different effects. External factors may be another limitation that affects the effectiveness of this study. If the participants were postponed when they completed the questionnaire, they could answer without hesitation. Continuing the next issue before the pause period may help reduce the chances of unnecessary answers. Finally, it is time. When the respondents are in the investigation, if they have anything to do, they will use the fastest way to answer. This will make the final answer uncertain. Ethical considerations were also a limitation of the report as itmeantkeepingsomedata exempt from analysis, as it had the potential to allow respondents to be identified, thus, limiting the data as specific demographics ontherespondentswereunabletobereportedand a specific demographic of respondents were unable to be identified. Minimizing these limitations in future studies will aid in increasing theaccuracyoftheresults,precisionofthe study and effectiveness of its implications. In the future, inordertogetthemostreliableand accurate data, survey questions should be presented and worded in an unbiased manner to achieve this. Conclusions and implications References Grimm, P. (2010). Social Desirability Bias. http://onlinelibrary.wiley.com/doi/10.1002/9781444316568.wiem02057/abstract Mcleod, S. (2014). Simply Psychology. https://www.simplypsychology.org/questionnaires.html