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ASSIGNMENT 1: DESIGN ANALYSIS QUESTIONNAIRES (DAQ)
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Assignment 1 from Design and Analyse Questionnaires: Make a survey for a Hotel and explain your choices. This assignment is good for a 7.9
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Design & Analysis QuestionnairesAssignment 1
Douwe Korteweg
Snr. 2008801 / Anr. U485221
Lecturer: Naomi Kamoen
Date: 28-02-2018
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,Background information guest satisfaction survey Sheraton Hotel Amsterdam
Aim of the survey
Sheraton Hotel Amsterdam is a luxury hotel, close to the Schiphol airport of Amsterdam. Sheraton Hotel Amsterdam
has a lot of facilities and special services, such as a swimming pool, saunas, hottubs, a fitness hall, a golf course and
two outstanding restaurants. However, Sheraton Hotel Amsterdam lately noticed that some facilities are more used
than the other. Therefore, Sheraton Hotel Amsterdam would like to conduct a survey were they measure how
frequently their guest are using the facilities and services of the Sheraton Hotel Amsterdam during their stay. Since the
Sheraton Hotel Amsterdam exist for only 2 years, and they have never done a guest satisfaction research, they would
like to use this opportunity to conduct an overall guest satisfaction survey about the Sheraton Hotel Amsterdam.
Introduction
The goal of the introduction was to write an introduction that is short, motivating and expresses its gratitude. In order
to show this gratitude, and motivate hotel guests to fulfil the survey, people could win two tickets for a two night stay
in Sheraton Hotel Amsterdam’s most exclusive club room. This is also a good way to help the hotel collect some more
respondents, if the respond-rate is somewhat low. Furthermore, we guaranteed that the respondents remained
anonymous throughout the survey and that the data will be handled with care. An extra note was given to clarify the
purpose to this study once more and respondents were assured that the data shall not be given to a third party. Finally,
the introduction noticed that respondents could contact any employee in the resection area or send an e-mail to a
particular member of the Sheraton Hotel Amsterdam. In the first version of the survey, the introduction noticed that
respondents could contact any employee of the Sheraton Hotel Amsterdam. However, both pre-test participants
experienced this as too broad. Therefore, this feedback is used to change ‘any employee’ to ‘any employee of the
reception area’.
Ordering of the questions
The ordering of the questions is logically based on a hotel experience. As Toepoel (2015) suggested, the first set of
questions are some general and easy to answer questions. Those questions are relatively easy to answer, but are
relevant to the subject of the survey and therefore helps the respondent to warm up a little before answering more in-
depth questions as attitude questions. After answering the general questions, respondents start with answering
questions about the lobby and reception, just like if they would entering a hotel. Than they will go to their room, eat
something and use the hotels facilities. In addition, people can easily skip some questions if they haven’t used the
particular facility or service, following the announced question right after their answer. This has been done to make it
as easy as possible for a respondent to navigate through the questions and minimalize the drop-out rate. Furthermore,
to collect hotel guests’ overall option of all the facilities and services of the Sheraton Hotel Amsterdam, guest are
asked to fulfil the survey after they have checked out of their room. The survey will also be digitally available, in
order to provide respondents to fulfil the survey when they are (travelling to, or are) at home. Finally, each question
set are presented with a letter and a title with a small introduction of the subject. Pre-test participants experienced this
as pleasant and useful. Also a small note has to be made that the numbers after each question are only used to refer to
each question and are not shown in the real survey. For an overview of all the questions, see appendix 1.
Demographic variables
It is important for Sheraton Hotel Amsterdam to know who filled in the questionnaire in order to link specific answers
to a target group. In addition in enables Sheraton Hotel Amsterdam to make sub-groups of this target group and draw
conclusions over them. Especially because Sheraton Hotel Amsterdam want to know more about which specific
target-(sub)group uses which particular facility of the Sheraton Hotel Amsterdam. More insight in those target-groups
provides Sheraton Hotel Amsterdam to focus more on every different target-group for each facility. Since both pre-test
participants experienced the survey as ‘quite long’, the amount of demographic questions is kept to a minimum of five
questions. The demographic questions are: gender, age, nationality, education level and employment status. According
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, to Toepoel (2015) it is wise to ask for demographic questions at the end of the questionnaire. In this way, respondents
immediately start with answering questions about their stay at Sheraton Hotel Amsterdam, and therefore seems more
logical to the respondents. Moreover, the concentration level of most respondents is higher at the beginning of a
survey than at the end. According to Toepoel (2015), another reason to put relatively easy questions to answer, as
demographic questions, at the end of the survey.
Attitude scales
After the first seven general questions about how they made their reservation and why they have chosen Sheraton
Hotel Amsterdam instead of another hotel, question set number 8 provides us with an attitude about the Sheraton
website. This is a 7-point existing and widely used Likert scale of Ladhari and Michaud (2015). Five statements
should be answered to what extent they agree or disagree with the provided statements. Originally (see appendix 2),
this was a 5-point Likert scale, but this was changed into a 7-point Likert scale, to provide Sheraton Hotel Amsterdam
with a more broad insight in the likeability of the website. In addition, Toepoel (2015) supports this and claims that a
7-point scale is a rule of thumb for questionnaires. Another small change has been made according to pre-test
feedback. Both pre-test participants agreed that Question 8.1 and 8.4 measured somewhat alike. Ladhari and Michaud
suggest something different and claims that one of the questions can also be used as a control question. Therefore, the
question remains one of the questions to measure the likeability of the website, but instead of asking the question after
each other, the order has somewhat changed. Also a ‘I don’t know’ option was added, so if one is filling in the survey
who hasn’t actually booked, but knows that his or her partner has booked via the Sheraton website he or she still can
answer this option.
Furthermore, respondents will continue to section B. Lobby and reception area. Question 12 will provide an
overall attitude about the lobby and reception area of the Sheraton Hotel Amsterdam. Another sub-constructs that is
measured in this set of questions is the service of the receptionist’s. Those nine questions is a mix of two 5-point
existing Likert scales of both Juliet, Getty & Kenneth (1995) (appendix 3) and Gundersen et al. (1996) (appendix 4).
Nine statements should be answered to what extent they are satisfied or dissatisfied with the statements. In order to
keep the questionnaire consistent, there is been chosen to continue with a 7-point scale, so this won’t confuse the
respondent throughout the survey.
When respondents continue the survey they will arrive at section C. Guest room and furthermore section D.
Food and beverages. Question 10 will compute an attitude and likeability of the room where they have stayed.
Question 12, 14 and 16 provides and attitude and likeability of the food facilities at the Sheraton Hotel Amsterdam
and can also be separated to compute an attitude of the breakfast restaurant for example. All questions have a facet
design and just like question 9, respondents should answer to what extent they are satisfied or dissatisfied with the
statements. The questions of each subject are based on online reviews of hotels on the Internet. Frequently mentioned
subjects are used as a question in this survey. There has been chosen to continue to ask questions in this particular 7-
point question style in order to not confuse the respondent with another scale. In this way the respondent can easily
continue their way through the survey. Again a ‘I don’t know’ option was added to give respondents the ability to
choose this option if they haven’t used the guest room telephone for example.
Frequency questions
In order to achieve the amount of frequency questions, section E. Facilities, asks the respondents how often they have
used all the different facilities of Sheraton Hotel Amsterdam. This will provide The Sheraton Hotel Amsterdam with
more insights in how often their facilities are used. After that, respondent answer a few questions about their
experience of each facility, what provides an overall attitude and likeability of each facility. By using the same style of
asking questions, respondents answers of different facilities can be compared in the conclusion of the survey. In
addition, the frequently uses of each facility can be compared.
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