Survey Assignment
For this assignment, you are developing a questionnaire in Qualtrics to address the 2 research
questions below. Please refer to examples in the text (e.g. Exhibit 15.2 on pg. 349 for the flow of
a questionnaire and Exhibits 15.3 – 15.5 on pg.s 351- 354 for questionnaire examples) and the
instructions/examples below for guidance. Be sure that your questions measure
constructs/variables that will allow you to address the research questions.
For the questionnaire, I encourage you to use online and library resources to find good scales.
Some constructs, like customer satisfaction, need to be measured with a multi-item scale. There
are many sources available online and through the library. For the assignment, not all
questions/items have to come from pre-established scales. However, most of your scales should
so that they are more likely to be valid and reliable.
For some examples of scales, please see the examples below. For an example of a survey in
Qualtrics, please see the class example in Qualtrics (to be shared with you once you receive
access to Qualtrics). Remember, there are several kinds of attitude scales you may use.
Background and research questions
A hotel chain has recently undergone renovations to revitalize its brand. It has remodeled several
of its hotels’ features/amenities such as their indoor pools, restaurants, and lobbies. Additionally,
they have invested in retraining their staff to increase the quality of their service.
The hotel chain would like to know what effect the changes have had on customer satisfaction.
Therefore, they are distributing surveys to guests at the hotel to answer the following research
questions:
1) What do guests think about the remodeled hotel? Are they satisfied with the changes?
a) What features/amenities do they like/dislike about the hotel?
b) What do they think about the quality of the service?
c) Would they recommend the hotel to friends and family?
2) Which segments of customers are most satisfied with the remodeled hotel? Which
segments are more likely to recommend the hotel?
Remember, the questions on the questionnaire should address the research questions. Think
about the constructs you need to measure to answer the research questions. My advice is to list
out the constructs you need to measure first. Then, decide how you will measure them. For
segmentation questions, recall that there are several segmentation bases: demographics,
geographics, etc. The slide deck for the assignment gives the segmentation bases and details. If
you have any questions, please let me know. Good luck!
Example 1:
HOW DO YOU FEEL ABOUT THE BRAND YOU SELL?
For the question below, please let us know how well each of describes you and your relationship with the brand
you sell.
Brand Identification
(Mael and Ashforth, 1992)
Strongly
Disagree
(1)
Disagree
(2)
Disagree
Somewhat
(3)
Neither
Agree nor
Disagree
(4)
Agree
Somewhat
(5)
Agree
(6)
Strongly
Agree
(7)
When someone criticizes my brand, it
feels like a personal insult.
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I am very interested in what others think
about my brand.
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When I talk about my brand, I usually
say ‘we’ rather than ‘they’.
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When someone praises my brand, it
feels like a personal compliment.
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If a story in the media criticized my
brand, I would feel embarrassed.
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I use this brand to communicate who I
am to other people.
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My brand's successes are my successes.
I can identify with this brand.
Example 2:
Occupation
The following information is needed for classification and comparison purposes only. Your
responses will remain confidential.
What is your primary role?
 Sales Consultant
 Sales Manager
 Finance Manager
 Other (Please Specify): ____________________