Research Methods in Tourism, Hospitality and Events Management

Questionnaire design

A well-presented and engaging online survey is likely to increase the

number of successful responses generated. With a 10% response rate

thought to be a reasonable level of success within an already crowded

market, well-thought-out questionnaire design cannot be underestimated.

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Sub-branding

The Faculty of Business within Plymouth University obviously benefits

from the quality and reassurance of the brand. A user intrinsically knows

that a well-established university will have adopted a rigorous ethical

approval process and is therefore more likely to take part in a survey

conducted by a researcher from within the brand. Qualtrics allows sub-

branding which is applied as a default logo image at the top of every

survey generated. This can be added to or replaced by other branding

options depending on the requirements of the researcher. Free

applications, other than Qualtrics, often generate income through banner

ads, however this will inevitably have a direct impact on credibility and

therefore response rate.