4.
Methodology
In order to address the terms of reference for the Accommodation Occupancy Survey 2011-2013 to be
carried out on behalf of Fáilte Ireland, TDI proposes to employ the on-line, web-based methodology
that is currently being employed for the Accommodation Occupancy Survey. In addition, telephone
follow-up and telephone interviews will be used to facilitate respondent participation and the
achievement of monthly quotas.
4.1 Sample
4.1.1 Sampling Frame / Total Population
The sampling frame as provided by Fáilte Ireland is outlined in Table 1 below. The table includes the
universe of business establishments (x sector) and target samples by month, quarter and full year.
Table 1 - Accommodation Occupancy Survey 2011-2013 - Sample Details
Total
Population
Proposed
Monthly Sample
Proposed
Quarterly Sample
Proposed
Annual Sample
Guesthouses
B&Bs
Hostels
Self-catering Individual Group
303
2,246
130
1,700
1,480
220
150
440
75
125
60
65
450
1,320
225
375
180
195
1,800
5,280
900
1,500
720
780
Camping
95
4,474
40
830
120
2,490
480
9,960
Total
* Source: Failte Ireland
The contact database that is currently being used by Tourism Development International for the
Accommodation Occupancy Survey 2011– 2013 contains contact details and valid e-mail addresses
for establishments that are known to be actively trading and have been willing to participate in the
survey in recent years. It is therefore proposed that this existing contact database should the starting
point for inviting participation in the Accommodation Occupancy Survey 2011– 2013.
The contact database has been updated monthly based on feedback from survey participants and
annually based on information supplied by Failte Ireland. There will be an on-going requirement to
ensure that the contact database is kept up to date.
4.1.2 Minimum Monthly Quotas
In line with the target samples achieved in the 2010 Accommodation Occupancy Survey, TDI will
conduct 830 monthly occupancy measurements.
The response rates that have been achieved to date in 2010 are included below in Table 2.
Table 2 - Accommodation Occupancy Survey 2010- Response Details
January
February
March
April
May
June
July
August
September
October (projected)
November
(projected)
December
(projected)
Monthly Average
Quarterly Total
(Average)
Average Total
71
70
72
80
69
81
72
68
78
62
Individual
Selfcatering
57
59
58
56
58
48
51
56
55
62
Group
Selfcatering
64
58
65
65
63
67
65
76
74
62
450
80
61
61
802
155
465
62
62
62
806
155
456
72
57
65
805
465
1,369
216
171
195
2,417
1,861
5,476
865
683
782
9,667
Guesthouses
B&Bs
Hostels
155
147
147
150
160
160
165
157
160
155
459
425
466
458
460
459
467
451
451
465
150
Total
806
759
808
809
810
815
820
808
818
806
* Source: Tourism Development International
During 2010, the average monthly sample achieved has exceeded 800. TDI is therefore confident that
with the inclusion of the caravan and camping sector, an average monthly sample of 830 will be
achieved.
4.2 Questionnaire
4.2.1 Main Survey
Consistent with the approach adopted for the Accommodation Occupancy Survey from the outset, the
survey questionnaire will record information in relation to room and bed capacity and capacity
utilisation for a particular night during the fieldwork period. (Note: There are variations in the
standard questionnaire for hostels and self-catering).
The questionnaire will incorporate the following questions:
Confirmation of the premises name and location.

Whether the premises was open on the night in question.

Confirmation of the number of units/rooms/beds (as appropriate) available on the night in
question.

Number of units/rooms/beds occupied on the night.

The number of guests staying at the premises that night broken down by country of residence.

Whether country of residence data is based on records or respondent estimate.
Modifications will be made to the questionnaire for administration to caravan and camping enterprises.
It is recommended that ‘pitches’ be used as the unit of measurement for the caravan and camping
sector.
4.3 Data Collection
Tourism Development International will continue to use the approach that has been developed and
refined in the course of conducting the Accommodation Occupancy Survey in recent years.
4.3.1 Method of drawing the sample
On a monthly basis all of the establishments in the contact database are invited to participate in the
Accommodation Occupancy Survey and respondents are asked to provide availability, occupancy and
market demand data for a specific date in the month. These dates are also rotated each month using a
statistical sampling routine in order to ensure that the sample is representative in terms of weeks and
mid-week vs. weekend.
4.3.2 On Line Interviewing
Key features of the on-line interview process are as follows:

A simple email request is sent to each respondent, requiring no software or downloads from
the respondent. No technical knowledge other than how to use a standard web browser is
required.

In the body of this e-mail is a unique link / URL that they- and only they - can use to complete
the online survey.

Automated checks are incorporated into the questionnaire design to ensure that responses
are accurate and complete
Reminder e-mails are also sent to participants that have not responded. The timing of these reminder
emails will vary slightly depending on the date & day of the week of the original invitation. The guiding
principles, however, are to ensure that respondents are given adequate time to respond to the initial
invitation and to minimise the level of e-mail / telephone follow-up.
4.3.3 Telephone Follow-up / Interviews
Telephone follow-ups are used to help achieve the desired response rates. This follow-up is also used
to ensure that responses are evenly distributed within each month and that the sample is
representative in terms of sector and region.
Where respondents do not wish to use electronic means, the survey will continue to be administered in
the form of a telephone interview. These responses are fed into the on-line, web-based system to
ensure that data is down loaded from a single source each month.
4.4 Analysis and Reporting
4.4.1 Survey Analysis
Tabulation and analysis of the downloaded responses will be undertaken in house by TDI using SNAP
10 professional analysis software, or equivalent software. Particular analysis requirements will be
agreed in advance with Failte Ireland.
4.4.2 Reporting
In line with current practice, Accommodation Occupancy Survey Reports will be supplied to Failte
Ireland in the form of excel spreadsheets. The tabular reports incorporate the following information:




Analysis of sample
Capacity available (rooms/ beds/ units)
Number of rooms/ beds/ units occupied
Percentage occupancy (room, bed, unit)
Guest profile (x market)
The proposed reporting schedule for the Accommodation Occupancy Survey 2011-2013 will be as
follows:Table 3 - Accommodation Occupancy Survey 2010- Reporting Schedule
Table
Frequency
Results by sector
Cumulative Occupancy (Year to date)
Guest country of residence
Results for NUTS 2 region x sector
Results for sector x region
Results by key destination
Monthly
Monthly
Monthly
Monthly
Quarterly
Quarterly
Results of key destination x sector
Quarterly