We all pay attention to reviews - both good and bad. A survey of TripAdvisor users...
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We all pay attention to reviews - both good and bad. A survey of TripAdvisor users has revealed that online reviews remain a trusted source of information when booking trips. For accommodation bookings, 81% participating travellers reported reading reviews always or frequently before booking a place to stay. Moreover, many customers place guest ratings higher than a brand name and are willing to pay a bit more for positive guest reviews. This creates opportunities for independent accommodation businesses, and it is subject of extensive industry research. In a recent survey, respondents were asked whether guest reviews are a deciding factor when choosing accommodation. Responses (Yes/No) of 700 randomly selected travellers have been summarised in the following table (Table 1): Yes 44 Generation Boomers (58-67 years old) Gen X (42-57 years old) Millennials (26-41 years old) Gen Z (10-25 years old) Total Table 1: Summary of responses to the survey question about using guest reviews. (a) (2 marks) Use EXCEL to obtain a 100% stacked column chart for the data from Table 1. Include a copy of your chart in this Appendix. 95 164 146 449 No 106 Total 150 75 36 34 251 170 200 180 700 (a) (2 marks) Use EXCEL to obtain a 100% stacked column chart for the data from Table 1. Include a copy of your chart in this Appendix. EXCEL Instructions: Refer to Activity 5C for instructions on how to obtain 100% stacked column chart. Please make sure that the title of your chart ends with your network ID (eg_Survey question responses by generation bloggsj001). (b) (2 marks) What is the probability that a respondent uses guest reviews to decide whether to book accommodation? Include an appropriate probability statement with your calculation. (c) (4 marks) What is the probability that a respondent uses guest reviews as a deciding factor when looking for a place to stay, if they are: (i) Gen Z? (ii) Millennial? (iii) Gen X? (iv) Boomer? Include an appropriate probability statement with each calculation. We all pay attention to reviews - both good and bad. A survey of TripAdvisor users has revealed that online reviews remain a trusted source of information when booking trips. For accommodation bookings, 81% participating travellers reported reading reviews always or frequently before booking a place to stay. Moreover, many customers place guest ratings higher than a brand name and are willing to pay a bit more for positive guest reviews. This creates opportunities for independent accommodation businesses, and it is subject of extensive industry research. In a recent survey, respondents were asked whether guest reviews are a deciding factor when choosing accommodation. Responses (Yes/No) of 700 randomly selected travellers have been summarised in the following table (Table 1): Yes 44 Generation Boomers (58-67 years old) Gen X (42-57 years old) Millennials (26-41 years old) Gen Z (10-25 years old) Total Table 1: Summary of responses to the survey question about using guest reviews. (a) (2 marks) Use EXCEL to obtain a 100% stacked column chart for the data from Table 1. Include a copy of your chart in this Appendix. 95 164 146 449 No 106 Total 150 75 36 34 251 170 200 180 700 (a) (2 marks) Use EXCEL to obtain a 100% stacked column chart for the data from Table 1. Include a copy of your chart in this Appendix. EXCEL Instructions: Refer to Activity 5C for instructions on how to obtain 100% stacked column chart. Please make sure that the title of your chart ends with your network ID (eg_Survey question responses by generation bloggsj001). (b) (2 marks) What is the probability that a respondent uses guest reviews to decide whether to book accommodation? Include an appropriate probability statement with your calculation. (c) (4 marks) What is the probability that a respondent uses guest reviews as a deciding factor when looking for a place to stay, if they are: (i) Gen Z? (ii) Millennial? (iii) Gen X? (iv) Boomer? Include an appropriate probability statement with each calculation.
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Related Book For
International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr
Posted Date:
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