In Question 1 of the survey a number of questions were asked to measure levels of satisfaction with different features of the Sports Centre. These questions each relate to a variable in the data file with similar names (i.e. all those from ‘T1Equipment’ down to ‘custservice’ in the data file). Using descriptive statistics describe the responses obtained to each of these questions. Rank the responses to Question 1 in your report so that it is clear which aspects ‘scored’ the highest and which the lowest. Identify any aspects of the Sports Centre the respondents were particularly satisfied with and those they were less satisfied with. Reflect on the possible implications of this for the management of the Sports Centre. (10%)
The Sports Centre Management were also interested to know whether the levels of satisfaction (picked up by Question 1 in the survey) varied depending on whether participants are members of the Sports Centre or not. Use cross-tabulations (crosstabs) to look at the all responses given to Question 1 in relation to this independent variable (i.e. consider each dependent variable from ‘T1Equipment’ to ‘custservice’ and cross-tabulate each against the membership variable). Identify which of these appear to show noticeable differences. Using chi-squared tests identify if any of these differences identified are statistically significant. Reflect on what this analysis may be able to tell the managers of the Sports Centre. Explain in your own words what these tests of difference show (15%)
2c. Analysing the importance given to different dimensions of service quality
In Question 2 of the survey respondents were asked to state the importance they give to each of 5 performance dimensions of service quality by giving a score between 0 and 100 for each dimension [1]. (Note: These variables are ‘Q1’ to ‘Q5’ in the data file). Use descriptive statistics to describe the responses given. Comment on these findings and consider their implications for the overall research objective. (10%).
The final set of variables in the data file combine the levels of satisfaction from question 1 of the survey (‘T1Equipment’ to ‘custservice’) with the scoring each person gave (in Question 2 of the survey) to the corresponding dimension of quality[2]. This has produced weighted values for each measure (i.e. produced the new variables ‘t1’ to ‘E2’ at the end of the datafile). These new weighted variables are not on the original questionnaire – but have been constructed by the research students by combining the answers given to Question 1 with those given by each person to Question 2:
- Calculate the mean values for these weighted variables (i.e. ‘t1’ to ‘E2’) and rank these. (5%)
- Compare this with the ordering of the original unweighted results and comment on any changes in rankings that this weighting has produced. Comment on why you think it might be useful to weight responses in this way. (5%)
3. Summary, Conclusions and Recommendations (total = 30% of the marks)
The final section of the report should now summarise your findings and draw some conclusions. Reiterate the key findings from your above analysis – highlighting the points you think the management of the Sports Centre should pay particular attention to. Your report should highlight what the research suggests are the strengths of the Sports Centre (in terms of service quality) and what it suggests are areas requiring more attention. (10%)
Review to what extent your findings challenge or reinforce your existing understanding of service quality? (Comment also on whether you thought adding the weighted values provided any valuable information or not to this discussion). (10%)
Highlight any recommendations you may have for further developing the research – including any suggestions you would make for changing, modifying or extending the research design in another future study. Reflect also on what have you learnt as a result of this evaluation that you can take to your future research studies. (10%)
Reading
Anderson P (2006) Statistics for Business and Economics London: Thomson
Bryman A & Cramer D (1997) Quantitative Data Analysis with SPSS for Windows Routledge
Bryman A & Bell E (2007) Business Research Methods 2nd Edition Oxford University Press
Field A (2009) Discovering Statistics Using SPSS 3rd Edition SAGE
Statsofts (2010) Electronic Statistics Textbook, http://www.statsoft.com/textbook/
[1] These dimensions are called “areas” on the actual questionnaire (see Question 2 on the survey). You should have read the accompanying notes to understand more about these ‘dimensions of service quality’ before answering this question.
[2] See the accompanying notes to know which each dimension of service quality each satisfaction score had been linked to in order to create this weighted value.
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