Relationship Between Service Advertising Strategies and Consumers Responses Within Hospitality Industry - Dissertation Example

?chapter 4 Methodology Introduction This chapter provides an account of the protocol followed in the collection, processing and analysis of data in the study. The discussion commences with a statement of the goals of the research and the research techniques available for the research being undertaken. The research techniques used and the corresponding rationale are elucidated. Finally, the method of data analysis is explained, and a summary of the methodology ends the chapter. Purpose of Primary Research While Starch (2004) noted that the elements of effective advertising have not changed considerably since the early 20th century, the apparent change in culture observed among consumers in Solomon (2009) has implications on consumer behaviour. The consumer decision process is also affected by such change in consumer behaviour. Hence, the purpose of primary research in this study is to examine the consumer decision process in terms of the association between the advertising strategy applied (i.e., visualization or document) and corresponding consumer reactions to the strategy utilized (whether positive or negative) within the hospitality sector. Consequently, the findings will facilitate the evaluation of the role played by advertising within the service sector with the end in view of understanding consumer behaviour towards more effective advertising. Research Techniques Available In the analysis of reader responses to advertisements, it was made very clear that consumers react to advertising in a very situated and sceptical way and that ad influence consumers in the context of their personal lives and tasks. Hence, consumers are known to react to ad campaigns not necessarily on the basis of the manufacturer’s intentions, but on their personal experiences. Be that as it may, however, three general research techniques are available for the conduct of a study on the relationship between service advertising strategies and consumer reactions within the hospitality industries: quantitative, qualitative and mixed methods. Quantitative techniques. Hair, et al. (2011) classified quantitative techniques into three main categories: self completion surveys, interview-completed surveys and observation. Self-completion surveys use the questionnaire as the primary research instrument and are administered in various modes, such as by regular mail, overnight delivery, fax, the Internet and drop-off/pick up. Meanwhile, interview-completed surveys are conducted personally in a shopping mall, home, office or other workplace of the consumer-respondent or coursed through the telephone. On the other hand, Hair et al. (2011) explained that observations may be conducted in three ways: (1) directly by a human observer; (2) electronically, as in the scanning of purchases in retail outlets or click-through behaviour of individuals when browsing the Internet; and (3) mechanically, through the telephone as when business calls are recorded for quality control monitoring or training purposes. Qualitative techniques. The qualitative techniques in commonly used in business researched are classified as interview-based or observation based. Both classifications used interview / interview guides. In-depth interviews, focus-groups, case studies and project techniques are interview-based. In contrast, qualitative observations carried out either directly by a human observer or electronically. Traditional focus groups are the most frequently selected qualitative observation technique based on the 2008 trends in research industry (as cited in Hair, et al., 2011). Other common observation-based qualitative techniques based on research industry trends include personal and telephone-coursed in-depth interviews, chat or text-based online focus groups, video-based online focus-groups, interview / groups using online communities, monitoring blogs, and ethnography (Hair, et al., 2011; Bryman & Bell, 2007). Mixed methods techniques. Mixed methods research refers to one which “integrates quantitative and qualitative research within a single project” (Bryman & Bell, 2007, p. 642). Although mixed methods design usually finds its way in educational and evaluation researches, it is also a potent technique utilized in business research. In any context, however, mixed method techniques are employed mainly for the purpose of triangulation. Mixed methods research are classified as sequential or parallel either as equivalent status or dominant-less dominant, or in more complicated designs, multi-level (Creswell & Plano-Clark, 2011). Parallel mixed methods design refers to the concurrent mixing of qualitative and quantitative methodology as separate studies within the same research; while in sequential mixed methods research, “one study follows and builds on the next” (Hesse-Biber, 2010, p. 71). Usually, in a sequential mixed methods research, the quantitative study is employed to support the dominant qualitative one (Hesse-Biber, 2010). Research Techniques Used The quantitative research technique was selected for this study, using the survey design and the questionnaire as the main research instrument where consumer respondents were chosen using simple random sampling. Quantitative techniques were chosen over other qualitative techniques for precision, generalizability, objectivity and for applicability of hypotheses testing, as underscored in the comparison provided by Rubin and Babbie (2010). Survey methodology gathers data on a number of variables of interest to the researcher with the object of identifying relationships between these variables (Haslam & McGarty, 2003). The self-administered questionnaire was chosen as the survey method of choice in consideration of its benefits such as: economy, speed of administration, for assurance of anonymity, privacy and other elements of research ethics to the respondents and to do away with interviewer bias (Babbie, 2010). Developing the Technique The technique applied in this study involved the development of the research instrument in the form of a self-administered questionnaire constructed by this researcher based on pertinent literature on the service advertising strategies of visualisation and documentation. Corollary to the structuring of the questionnaire, an interpretation scale was developed to facilitate data analysis. Development of the questionnaire underwent a number of stages from the first draft to finalisation. Developing the Questionnaire To put the instrument in proper perspective, a decision was made to make use of Web-based ads over print ads and other media. This was anchored on statistical data bared in Bardi (2011) that “the Internet has become the single most important planning and distribution channel in hospitality ... [and that] since 2004, Internet hotel bookings have surpassed GDS1 hotel bookings” (p. 8). Another significant decision made in the preparation of the survey questionnaire is the use of three Web-based ads of the same hotel service delivered using three advertising strategies: visualization, documentation and a hybrid of the first two (The Hotel Russell, 2011; Hotels – London, 2011; Russell Hotel London, 2011). The rationale for the use of the same hotel in all three ads is to focus the consumer-respondents on the brand (i.e., Hotel Russell) being advertised and not on the better feature of one hotel compared to two others, if ads for three different hotels were instead used. To give the consumer-respondents a clear understanding of the mechanics of the survey, labelled images of the three ads (AD 1, AD 2, and AD 3) were shown on the first three pages of the five page research instrument. AD 1 made use of the visualization strategy; AD 2 illustrated the documentation strategy, whereas AD 3 demonstrated a hybrid of visualization and documentation strategies. The fourth and fifth pages of the instrument contained the two-part questionnaire. The first part of the questionnaire consists of 15 items for each of the three advertisements presented. This part inquired on the reactions of the respondents to the Web-based image ads shown, in terms of a five-point Likert scale. Preparation of the reaction eliciting statements were facilitated from available literature, particularly the elements of a good advertisement from the acronym AIDA and ideal brochure content, guided by McLean and Eldred (2006) and Barnes (2007); elements of effective newspaper advertising from Warner and Buchmann (2004); functions of advertising as discussed in Freitas (2008); documentation as an advertising strategy in Sakao and Lindahl (2009); and consumer buying behaviour as discussed by Solomon (2009). The second part of the questionnaire consists of items which inquire about consumer demographic profile: gender, age group (in years), highest educational attainment, nationality, and average monthly family income. Both parts of the questionnaire require selection of the best answer. The final for of research instrument is shown as Appendix 1. Pretesting and Piloting The face validity of the first draft of the researcher – constructed questionnaire (the research instrument) was determined from opinion of experts in the area of study. In this case, the thesis adviser provided important insights on the strengths and weaknesses of the first draft and the questionnaire. In the assessment of face validity, the questionnaire was evaluated to find out of the measure reflects the concept being investigated (Bryman & Bell, 2007). The initial draft of the research instrument was revised based on the recommendations from the thesis adviser. The revised questionnaire was pre-tested among 10 university students who are not enrolled in business or tourism courses to determine whether the statements in the revised questionnaire are clear, succinct and easily understood. The students were requested to sign informed consent forms and were given copies of which. The respondents in the pre-testing were interviewed after answering the questionnaire. Based on the results of the pre-test and the subsequent interview, item numbers 11 and 12 were revised using simpler terms for “call for action” and “response device”, respectively. The second revision of the questionnaire was utilized during the pilot-testing. The internal consistency or reliability of the research instrument was assessed using Cronbach’s alpha, which is a measure the split half reliability of items with more than two alternatives, such as the five-point Likert scale used in this study. The Cronbach’s alpha test generates values between 0 and 1.00. Higher values of Cronbach’s alpha indicate higher degree of internal consistency reliability (Gravetter & Forzano, 2009). The Cronbach alpha test necessitated that the instrument be pilot-tested among 15 respondents from Bournemouth in UK using purposive sampling. In purposive sampling, respondents are selected for a purpose, which is usually grounded on their unique position. In this study, the questionnaires were pilot-tested among Bournemouth residents who are of legal age and are thus, at liberty to decide on their travel plans. Purposive sampling is a non-probability method of sampling (Chambliss & Schutt, 2010). To facilitate the pilot-testing procedure, the researcher (e.g. myself) elicited the assistance of friends from three travel agencies in the locale so that prospective-walk-in clients can be requested to participate of respondents during the pilot-testing. The respondents who voluntarily participated were requested to sign informed consent forms and were given copies of which. The instrument was pilot-tested on-site in three travel agency offices. Responses during the pilot test were processed and encoded in a format in which reliability analysis using Cronbach’s alpha can be performed using SPSS2 Statistics Version 17 (2008). The protocol followed was that, if the Cronbach alpha generated is greater than 0.70, the instrument is deemed reliable and suitable for administration among the participants in the research locale (Kent, 2001). Otherwise, the instrument will have to be improved further, by consultation with the thesis tutor and other available experts in the field. Fortunately, the reliability analysis presented a Cronbach alpha value greater than 0.70. Sample Size and Selection Consumer – participants in the study were selected using simple random sampling3 in the computation of sample size and systematic sampling4 for the administration / distribution of the questionnaires using households as the sampling units. The idea is to randomise the data collection procedure by distributing one questionnaire for at least the minimum number of households required as sampling units. Sample size calculation was facilitated by a Web-based sample size calculator (Raosoft, 2004). The parameters used in the calculation are: (1) a margin of error of 7%; (2) a level of confidence of 90%; (3) number of household of 76,825; and (4) a response distribution of 50%. The minimum sample size recommended was 138. A screenshot of the output is shown as appendix 2. The number of households in Bournemouth, UK was taken from the latest available data from the Office for National Statistics (2001). However, for contingency, an additional 10% is added to the minimum recommended sample to take care of possible non-retrieval, invalid questionnaires and incompletely answered questionnaires (4 or more unanswered questions). Hence, a total of 152 questionnaires were administered in the neighbourhood of Bournemouth. Administering the Questionnaire The survey questionnaires were administered in each of the households included in the systematic sampling methodology, where a member of legal age from one in every 500 (i.e, 76,825 household divided by 152 approximately) households in the area are requested to voluntarily participate as respondents in the study. When one household declines to participate, the household immediately to the right is selected until one participant in a 500-household area obliges for voluntary participation. Informed consent forms are thoroughly discussed until the consumer – participant fully understands his / her rights to participate / decline to participate, and after which are requested to sign. Copies of the consent form were furnished to all participants. Since the research instrument can be filled out in 15 minutes or less, this researcher waited until the questionnaire has been answered if the participants are willing to work on the questionnaire after signing the informed consent. Otherwise, the questionnaire is left to the consumer-respondent to be answered during his / her free time and retrieved at a time scheduled by the respondent. In some cases, the researcher was asked to come back at a more opportune time to administer the questionnaire. The researcher visited the research locale everyday for two weeks to receive answered questionnaires; answer question from the participants, if any; verify if unanswered items were deliberately left blank; or follow-up unretrieved questionnaires, particularly during the last two days of the allotted data gathering period. In the case of unanswered items which were accidentally missed by the participant, the participant was given the chance to go over the questionnaire and respond to item/s accidentally missed. A total of 148 answered questionnaires were retrieved from the 152 floated for a two-week period. However, only 142 of the retrieved questionnaires were valid. The response rate was 93.42% (i.e., 142 of 152). Analyzing the Data A coding guide for the responses was prepared prior to processing of data collected from the survey. The coding guide is necessary to systematise the transformation of textual data into a format which can be mathematically computed manually or understood by the computer for automated data analysis. The following coding guide was used: Coding Guide for the Survey Responses Variables Responses Available / Number Coding 1 2 3 4 5 1 to 15 Statements for Consumer Reaction Strongly Disagree Slightly Disagree Neither Agree nor Disagree Slightly Agree Strongly Agree Demographic Variable Variable Categories 1 2 3 4 5 16 Gender Female Male - - - 17 Age Group (in years) 18 - 24 25 - 35 36 - 46 47 – 60 61 & older 18 Highest educational attainment High School College Master’s Degree Doctorate Degree Other 19 Nationality British American Indian Other Asian Other 20 Average monthly family income Less than ? 2000 ? 2000 – ? 2500 ? 2501– ? 3000 ? 3001 – ? 3500 Greater than ? 3500 Completed questionnaires retrieved each day were processed and encoded using Microsoft Excel (2003) to come up with a data matrix. The completed data matrix was inputted to SPSS Statistics Version 17 (2008) for data analysis. Data were analyzed quantitatively using both descriptive and inferential statistics. Data analysis was performed using SPSS Statistics Version 17 (2008). The profile of the consumer-respondents was described by a frequency distribution. The reaction / responses of the respondents in the advertisements presented were examined by looking at the mean and standard deviation of the ratings obtained during the survey. From the mean of the ratings and using the interpretation scale in the following table, positive and negative reactions are quantitatively measured. Interpretation scale for the consumer reactions / responses Response/ Rating Scale Questionnaire Response Statistical Limits Equivalent Consumer Reaction 5 Strongly agree 4.71 – 5.00 Strongly positive 4 Slightly agree 3.51 – 4.70 Moderately positive 3 Neither agree nor disagree 2.51 – 3.50 Neutral 2 Slightly disagree 1.31 – 2.50 Moderately negative 1 Strongly disagree 1.00 – 1.30 Extremely negative Association between the advertising strategy applied and the corresponding reactions to such strategy were examined using one way analysis of variance (ANOVA). ANOVA is a statistical procedure determines the existence of differences between the means of two or more groups (Keller, 2009). In the ensuing test of hypotheses, non-directional or two-tailed analysis and a 0.05 level of significance (? = 0.05) were utilized. The assumption of normality of data which is a requirement to use ANOVA was verified using Levene’s test for homogeneity of variances. Levene’s test for homogeneity of variance. Levene’s test compares variances of the groups involved in the analysis and generates a p-value less than 0.05 when the variances are significantly different, indicating non-homogeneity in the sample (O’Donoghue, 2010). Should significant differences be detected in the mean ratings of the consumer responses in any one of the three advertising strategies, post hoc analyses or multiple comparisons tests will be performed. When variance is homogeneous, Bonferroni multiple comparisons test will be adopted, otherwise Tamhane’s T2 will be used. Multiple comparisons tests, like the Bonferroni method, minimize the overall risk of a type 1 error, or rejecting the null the hypothesis when it is actually true (Mathews, 2010). Specifically, the Bonferroni method is capable of controlling family error rate in any multiple testing situations (Mathews, 2010). On the other hand, Tamhane’s T2 is used for situations where group variances differ. Like its counterpart in the parametric methods, Bonferroni, Tamhane’s T2 is also a conservative method (Field, 2000). Independent samples t-test was used to demonstrate significant association between consumer responses to an advertising strategy and gender. Independent samples t-test is useful when the difference between two group means is being investigated (Smith, Gratz and Bousquet, 2009). The normality assumption which has to be satisfied to carry out the t-test was confirmed in the same manner as ANOVA, which was already discussed earlier. In an effort to understand consumer behaviour in the formulation of more effective advertising strategies, ANOVA was utilized to investigate whether the profile variables age, educational attainment, nationality and average monthly family income may be significantly associated positive or negative responses to any of the three service advertising strategies considered in this study. Summary The foregoing methodology was designed to provide direction in the collection, processing and analysis of data in this study, which ventured to look at the consumer decision process in terms of the association between the advertising strategy applied and corresponding consumer reactions to the strategy utilized within the hospitality sector. Three groups of research techniques are available for this type of business-related inquiry, namely: quantitative, qualitative and mixed methods. A quantitative technique was deemed most appropriate for the purpose of the study. Survey methodology was adopted with the use of a researcher-constructed instrument consisting of 20 items developed from existing literature. The instrument was evaluated using face validity and internal consistency reliability, for which pre-testing and pilot testing were carried out. Cronbach alpha was calculated to be greater than 0.70. Simple random sampling was utilized in the calculation of minimum required sample size of 138 (with additional 10% for contingency or a total of 152). The sampling unit adopted in this study was the household. Systematic sampling was used in the administration of the research instrument to one household for every 500 households in the Bournemouth area. Data collected were analysed using descriptive (frequency distribution) and inferential statistics (independent samples t-test and ANOVA, Levene’s test for homogeneity of variance, and post hoc or multiple comparisons test). Inferential statistics were carried out using two-tailed or non-directional analysis and a 0.05 level of significance. A coding guide and an interpretation guide facilitated the analysis of data. References Andrews, S 2009, Sales & Marketing: A Textbook for the Hospitality Industry, Tata McGraw-Hill, New Delhi. Babbie, E 2010, The Practice of Social Research, 12th edn, Wadsworth / Cengage Learning, Belmont, CA. Babbie, E 2011, The Basics of Social Research, 5th edn, Wadsworth / Cengage Learning, Belmont, CA. Bardi, JA 2011, Hotel Front Office Management, 5th edn, John Wiley &Sons, Hoboken, NJ. Barnes, R 2007, Public Relations Made Easy, Entrepreneur Press, Madison, WI. Business Dictionary 2011, Global Distribution System, viewed 15 March 2011, from http://www.businessdictionary.com/definition/Global-Distribution-System-GDS.html Bryman, A & Bell, E 2007, Business Research Methods, 2nd edn, Oxford University Press, New York. Chambliss, DF & Schutt, RK 2010, Making Sense of the Social World: Methods of Investigation, 3rd edn, Pine Forge Press / Sage Publications, Thousand Oaks, CA. Creswell, JW & Plano-Clark, VL 2011, Designing and Conducting Mixed Methods, 2nd edn, Sage Publications, Thousand Oaks, CA. Field, AP 2000, Discovering Statistics: Using SPSS for Windows, Sage Publications, London. Freitas, ESL 2008, Taboo in Advertising, John Benjamins North America, Philadelphia, PA. Gravetter, FJ & Forzano, LAB 2009, Research Methods for the Behavioural Sciences, 3rd edn, Wadsworth Cengage Learning, Belmont, CA. Hair, JFJ, Celsi, MW, Money, AH., Samouel, P & Page, MJ 2011, Essential of Business Research Methods, 2nd edn, ME Sharpe, Armonk, NY. Haslam, SA & McGarty, C 2003, Research Methods & Statistics in Psychology, Sage Publications, London. Hesse-Biber, SN 2010, Mixed Methods Research: Merging Theory with Practice, The Guilford Press, New York. Hotels – London 2011, Russell Hotel, viewed 10 March 2011, from http://www.hotels-london.co.uk/hotel-russell.hotel. Keller, G 2009, Statistics for Management & Economics, 8th edn, South-Western Cengage Learning, Mason, OH. Kent, R 2001, Data Construction and Data Analysis for Survey Research, Palgrave, Hampshire. Mathews, P 2010, Sample Size Calculations: Practical Methods for Engineers & Scientists, Mathews, Balnar & Bailey, Fairport Harbor, OH. McLean, AJ & Eldred, GW 2006, Investing in Real Estate, 5th edn, John Wiley & Sons, Hoboken, NJ. O’ Donoghue, P 2010, Research Methods for Sports Performance Analysis, Routledge, Oxon. Office for National Statistics 2001, Neighbourhood Statistics, viewed 14 March 2011, http://neighbourhood.statistics.gov.uk/dissemination/LeadTableView.do?a=7&b=276839&c=BH2+6DY&d=13&e=16&g=402514&i=1001x1003x1004&m=0&r=0&s=1300252412873&enc=1&d Raosoft 2004, Sample Size Calculator, viewed 13 March 2011, http://www.raosoft.com/ samplesize.html Rubin, A & Babbie, E. 2010, Essential Research Methods for Social Work, 2nd edn, Brooks / Cole, Belmont, CA. Russell Hotel London 2011, viewed 10 March 2011, from http://www.londonrussellhotel.co.uk/ Sakao T & Lindahl, M, eds., 2009, Introduction to Product / Service – System Design, Springer, New York. Scott, LM 2006. ‘Qualitative research in advertising: twenty years in revolution’, In RW Belk (ed.), Handbook of Qualitative Research Methods in Marketing, Edward Elgar Publishing, Glos, GBR, pp. 59-69. Smith, LF., Gratz, ZS & Bousquet, SG 2009, The Art & Practice of Statistics, Wadsworth, Belmont, CA. Solomon, MR 2009, Consume Behaviour: Buying, Having Being, 8th edn, Prentice-Hall, Upper Saddle River, NJ. SPSS Statistics 2008, [CD-ROM], Version 17, IBM Corporation, Chicago, IL. The Hotel Russell 2011, viewed 10 March 2011, from http://www.booking.com/hotel/gb/ hotelrussell.html?aid=306395;label=london-3Tts97WjrC_U0i5Zog8hFQS4500583949; sid=c36a22772ab3bf49d111dbf12ecc7495 Warner, C & Buchmann, J 2004 Media Selling: Broadcast, Cable, Print & Interactive, 3rd edn, Iowa State Press, Ames, IA. Appendix 1 : Research Instrument The Hotel Russell AD 1 The Hotel Russell AD 2 The Hotel Russell AD 3 Research Instrument: Survey Questionnaire Part 1. The pictures shown in page 1 of this questionnaire represent an online advertisement of Hotel Russell in London at http://www.bookings.com/ labelled as AD 1. An automated photo-slideshow taken at various locations in the hotel are shown in intervals of 9 seconds, and the slideshow loops to the first image after the 13 images are presented. Meanwhile, an advertisement posted at http://www.hotels-london.co.uk/ is shown on page 2 and labeled as AD 2. The ad carries mostly information such as hotel rates and room availability, payment options and hotel features and facilities, but no images were provided. On the other hand, the advertisement of Hotel Russell in its own website labeled as AD 3 consists of both images and textual information Please provide your opinions regarding the aforementioned advertisements by your reactions to the following statements using the five-point Likert scale shown below. You may please encircle the appropriate response. Kindly rate each advertisement independently. Statements / Reactions Pertaining to the Three Advertisements Shown on Pages 1-3 AD 1 AD 2 AD 3 STRONGLY AGREE SLIGHTLY AGREE NEITHER AGREE NOR DISAGREE SLIGHTLY DISAGREE STRONGLY DISAGREE STRONGLY AGREE SLIGHTLY AGREE NEITHER AGREE NOR DISAGREE SLIGHTLY DISAGREE STRONGLY DISAGREE STRONGLY AGREE SLIGHTLY AGREE NEITHER AGREE NOR DISAGREE SLIGHTLY DISAGREE STRONGLY DISAGREE 1 The advertisement caught my attention. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 2 The advertisement elicited my interest in the hotel being advertised 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 3 I felt the conviction that what is shown in this advertisement must be true, and developed a positive disposition on my part. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 4 I would like to know more information about this hotel by looking it up in the telephone directory and calling this hotel. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 I would like to know more information about this hotel by looking it up in the Internet. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 Statements / Reactions Pertaining to the Three Advertisements Shown on Pages 1-3 AD 1 AD 2 AD 3 STRONGLY AGREE SLIGHTLY AGREE NEITHER AGREE NOR DISAGREE SLIGHTLY DISAGREE STRONGLY DISAGREE STRONGLY AGREE SLIGHTLY AGREE NEITHER AGREE NOR DISAGREE SLIGHTLY DISAGREE STRONGLY DISAGREE STRONGLY AGREE SLIGHTLY AGREE NEITHER AGREE NOR DISAGREE SLIGHTLY DISAGREE STRONGLY DISAGREE 6 The information shown in the ad is complete in itself. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 7 I will keep this hotel name in mind so that I can stay there in my next trip to London. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 8 The benefits of staying in the hotel advertised are highlighted. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 9 The best features of the hotel advertised are indicated in the advertisement. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 10 Testimonials are provided to attest to the quality of hotel amenities and features. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 11 The advertisement encouraged me to take a positive action. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 12 The “book now’ button, if available, is a welcome feature. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 13 Facts and statistics relevant to the hotel or hotel location are provided and well appreciated. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 14 Performance documentation features such as reference cases and cost calculations are most welcome. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 15 Overall, the advertisement may be considered excellent. 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 Part 2. Thank you for sharing your opinions pertaining to the featured advertisements. The second and last part of this questionnaire inquires about your profile. Kindly provide the demographic information being requested by choosing the appropriate response and circling the category or writing the data on the space provided for. Please rest assured that your anonymity will be protected and the confidentiality of the data you supplied will be safeguarded. Demographic Variable Variable Categories 16 Gender Female Male - - - 17 Age Group (in years) 18 - 24 25 - 35 36 - 46 47 – 60 61 & older 18 Highest educational attainment High School College Master’s Degree Doctorate Degree Other: _______ 19 Nationality British American Indian Other Asian Other: ________ 20 Average monthly family income Less than ? 2000 ? 2000 – ? 2500 ? 2501– ? 3000 ? 3001 – ? 3500 Greater than ? 2000 Appendix 2 : Screenshot of Sample Size Calculation Output Read More