How do consumers evaluate the last ota through

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Reference no: EM133343593

"A Questionnaire Design for OTA a professional questionnaire based on the below scenario. You are to prepare the introduction, screening questions, and then the rest of the questions. All of your scales need to be labelled. At several points, I have indicated the type of scale that should be used (e.g., ordinal scale, interval scale, etc.). Take into considerations factors like the wording of the questions, the number of scale points, etc).
The scenario:
An online travel agent (OTA) for airline tickets wants to determine consumers' attitudes of residents in Qatar towards selecting online travel agents for airline tickets. A series of focus groups about the issue uncovered several interesting findings. The findings revealed that consumers purchase tickets online through the airline companies themselves, or through travel agents. The main travel agents they mentioned were Expedia, Priceline, Travelocity and Orbitz. The most important factors that consumers consider in selecting an online travel agent are convenience (doing it any time), cost of the airline ticket, safety of paying through the website, reputation of the website. The main segmentation criteria in this industry are frequency of travel by air during the last 12 months (measure using ordinal scale), size of family travelling (measure using an ordinal scale), and income (measure using a ratio scale).

As a research team, you are required to prepare a (professional) questionnaire for OTA based on the above scenario and the following research questions.

Question: How do consumers evaluate the last OTA through which they booked their flight tickets in terms of the different factors that they consider when selecting an OTA? (measure using a 5-point Likert scale)

Reference no: EM133343593

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