Service Quality Evaluation Report.
You will develop a methodology for data collection and construct a survey to measure consumers’ perceptions of service quality at a student selected collegiate or professional sporting event. The purpose of this assignment is for students to evaluate the key elements comprising the sport experience based on information learned during lectures/discussion. Your task is to apply classroom material to a real-world sport/leisure setting. For this assignment, you need develop a complete methodology and create a survey to perform a qualitative/quantitative assessment of the spectator/participant experience. By analyzing the service components and noting their impact on consumer behavior, you should heighten your understanding of sport consumers’ reactions to the activity or event. · Students will develop a methodology and prepare the survey and interview questionnaires. Step 1 – Develop the Methodology What is a methodology? Basically, it is the steps you will take to collect data. It is the general research strategy that outlines the way in which research is to be undertaken and, among other things, identifies the methods to be used in it. These methods, described in the methodology, define the means or modes of data collection or, sometimes, how a specific result is to be calculated. · Conduct an internet search for research methodologies for a survey for your proposed event · Based on your search, develop an approach in your own words of how you plan to accomplish your data collection · Describe the venue and proposed sample (number of people) you plan to include in your survey · Describe how you plan to encourage survey participation · Describe how you plan to address low respondents · Identify survey goals · Step 2 – Questionnaire Development ( Develop 2 questionnaires (1 for interview and 1 for survey) (Taking interviews) The intention of the interview is to find out (a) what influences the sport consumers/fans decision to take part in the activity or event, and (b) how they rate their overall service/experience. Make note of the demographic characteristics of the people you interview (e.g., gender, race, age, major, marital status, etc.). Specific lines of inquiry will depend upon the nature of the event/activity you elect to attend. Samples of some of the questions you will want to ask include: · How often do you attend this type of activity or event? (Season tickets, membership, etc.) · How did you learn about this activity or event? What advertising strategies do you think would be most effective in attracting more participants/fans/ · What is it that really attracts you to this activity/event? What attracts others?