Reference no: EM133154740

Digital self-service or Self Service Technology (SST) can not be neglected in the modern world. The automatic teller machine (ATM) is a well-established SST. More recent SST include self-service checkouts in supermarkets; self-check-in to medical practices and airports. Many hotels are also adopting self-service technology, where check-in and check-out kiosks were provided to make guests' arrival experience more pleasant and less turbulent. Knowing this, Alina has decided to choose the "self-service technology in hotels" as title for her Final Year Project.

Alina wants to find out how satisfied hotel guests are with the self-service technology and how that might influence their evaluation of the values they receive. Alina talked to a few hotel managers about this title. Managers told her to include variables like satisfaction with SST (i.e.check-in and check-out kiosks), overall satisfaction with the hotel, perceived value, and revisit intention. Since literature review is too time consuming, she decided to go ahead with data collection without reading any articles. She then created a few questions on her own and complete questionnaire development within two days. She then went to five hotels in Kuala Lumpur, and managed to collect 200 completed questionnaires from hotel guests at the lobby after two weeks. She happily analysed the data and submitted project report to her supervisor way ahead of time.

a. What research processes or steps overlooked by Alina? Explain the processes involved in a typical research, highlight which steps overlooked by Alina and explain how the missing steps affect Alina's research quality).

b. ("Since literature review is too time consuming, getting research variables through conversation with Hotel Managers is also appropriate". Debate the statement made by Alina).

c. Based on the variables suggested by the Hotel Managers, suggest three (3) hypothesis statements to Alina.)

d. Questionnaire development involves multiple steps, what are the steps overlooked by Alina? List the seven (7) steps and discuss how each steps overlooked by Alina affect the data quality).

e. (What demographic variables will you suggest Alina to include in the questionnaires? Suggest FIVE (5) demographic questions and show Alina exactly how these demographic questions should appear in the questionnaire, taking into consideration the exhaustive and mutually exclusive criteria.)