Questinnaire practice | Accounting homework help

Brief

You have recently been employed by Leisure Consultants Ltd, who carry out consultancy in the leisure, recreation and tourism field. The company has just landed a contract to undertake market research for a conglomerate which has some interests in tourism facilities in the UK. One aspect of this contract is to evaluate the future use of a zoo and wildlife park. There are several aspects to this contract, including a feasibility study and a visitor survey of current visitors. It is this latter aspect that your boss has delegated to you. The deadline is tight and without visiting the site, she (your boss) needs a report on how the company should go about undertaking the visitor survey. There is no time for you to visit the site, nor talk to anybody who has worked there. Thus, at this stage, she needs a report on what you feel would be a suitable method of undertaking a visitor survey, how long it should take and how much it would cost. To help (or hinder) you, your boss has given you a questionnaire from a similar survey which she conducted some years ago.

Facts

  • The wildlife park is called Tiptree Zoo and is based in South Devon between Ashburton and Buckfastleigh.
  • It currently has 35,000 visitors a year on a 250-acre site, with an adult charged £5 and children under 16, £2.50.
  • On the site there are four main sections: Animals, Reptiles, Birds and Fish.
  • In addition, there is a gift shop, a catering kiosk, a cafeteria, a children’s play area, and interpretation provision. The latter consists of leaflets to guide visitors around the zoo itself, and of displays in a wildlife interpretation center.

Objectives of your visitor survey

To establish:

  1. The characteristics of current visitors: who they are, where they come from and any other variables you consider suitable for comparative purposes.
  2. Their past and current day-trip activities.
  3. Their use of Tiptree Zoo and their opinions on current aspects of it.

What you have to do (20 marks)

  1. Criticize the existing questionnaire and state all that you consider to be wrong with it, both in terms of what is presented and the approach that was adopted. You will also need to provide suggestions to use instead. To this end, you may have to make deductions about aspects that are not immediately apparent.
  2. Write up your criticisms and suggestions in an organized report that you could present to your boss to explain your reasoning. Submit this report as a .pdf file by the due date

The following is the questionnaire designed by your boss for criticism. The method for this visitor survey was an on-site face-to-face method of data collection. No other techniques were used.

Wickham Zoo Survey 2013

Ensure you have the letter of authority from the zoo with you in case it is required.

Good morning/afternoon. I would like to ask you a few questions about the zoo. Could you help me complete this questionnaire?

  1. INTERVIEWER CODE GENDER Male …. Female ….
  2. Is this your first visit to Wickham Zoo ? Yes…. No….
  3. How many times have you visited the zoo in the last 10 years?
    • Once …. Twice …. 3–4 times …. 5 or over …..
  4. Was your last visit in the past:
    • 3 months …. 6 months …. 1 year …. Over 1 year ….
  5. Have you been to another zoo or day-trip attraction in the last 5 years?
  6. How does Wickham Zoo compare to the last one you visited?
  7. Who have you come with today?
  8. How long have you spent at the zoo today?
    • Up to 1 hour …. 1–2 hours …. 3–4 hours …. Over 4 hours ….
  9. When did you decide to come here today? READ OUT
  10. Why did you decide to come here today?
    • For educational purposes ….
    • For the children ….
    • To be entertained ….
  11. How did you get to the site here today on your visit?
    • Foot …. Car …. Van …. Motorbike ….
    • Bus …. Bicycle …. Coach …. Train ….
  12. Have you come from …
    • Home?
    • Holiday accommodation in the Wickham area?
  13. What accommodation are you staying in? RECORD ANSWER

    ………………………………………………………………………………………………………………………………………

  14. How long did it take you to get here today? RECORD ANSWER

    ………………………………………………………………………………………………………………………………………

  15. Many people come here on recommendation of their friends. How did you hear about the site? RECORD ANSWER

    ………………………………………………………………………………………………………………………………………

  16. When you entered the zoo, did you pay the full price or the discounted price that is on offer today?
    • Full price …. Discount ….
  17. How would you rate the following aspects of the site:
    • Good Average Poor Very poor Don’t know
    • Animals
    • Reptiles
    • Birds
    • Fish
    • Viewing arrangements
    • Car park
    • Toilets
    • Catering
    • Admission charges
    • Staff courtesy
  18. Do you think that the facilities are adequate?
  19. Do you think we should provide additional facilities?
  20. Do you think additional facilities would spoil the look of the site?
    • Yes 1 2 3 4 5 No
  21. (a) Don’t you think there should be more catering facilities and toilets?
  22. We find that most of our customers spend in excess of £10, not including the entrance charge. How much did you spend?
    • Up to £1 £1–5 £5–10 £10+
    • Catering
    • Shops
    • Kiosk
    • Total spent per person
  23. (a) Are you satisfied with your purchases?
    • Yes …. ○ No …. Don’t Know …. Undecided ….
  24. (b) Why is that? RECORD BELOW

    ………………………………………………………………………………………………………………………………………

  25. What did you like about the zoo least? RECORD BELOW

    ………………………………………………………………………………………………………………………………………

  26. Most people like the animals most; what did you like? RECORD BELOW

    ………………………………………………………………………………………………………………………………………

  27. Which category best describes your age?
    • 12–15 16–20 21–25 26–34 35–44
    • 45–64 65–74 75+
  28. What is the occupational class of the head of the household?
  29. Finally, what is your address?
    • No. and street …………………………………………………………………………………………………..
    • Town …………………………………………………………………………………………………..
    • County ……………………………………………………………..

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