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1. How important is each of the following evaluative criteria in determining your choice of holiday?

19 / 01 / 2019 Marketing

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1. How important is each of the following evaluative criteria in determining your choice of holiday? For each evaluative criterion please give a relative importance score (please allocate 100 points in total to the evaluative criteria depending on the relative importance of each criterion).

Evaluative Criteria Importance Score

Costs 50

Duration 5

Activities 20 

Accommodation 5

Food 15

Transportation 5

Total 100

 

2. Please rate each holiday option against each of the evaluative criteria (1 = very poor; 2 = poor; 3 = average; 4 = good; 5 = very good).

Evaluative Criteria Option 1 Option 2 Option 3 Option 4 Option 5 Option 6

Costs 1 3 3 2 5 3

Duration 5 3 5 3 2 2

Activities 5 5 3 4 4 1

Accommodation 5 4 2 4 2 4

Food 3 2 4 5 1 4

Transportation 5 3 5 3 3 3

 

Evaluative Criteria Importance Score

Costs 50

Duration 5

Activities 20 

Accommodation 5

Food 15

Transportation 5

Total 100

 

2. Please rate each holiday option against each of the evaluative criteria (1 = very poor; 2 = poor; 3 = average; 4 = good; 5 = very good).

Evaluative Criteria Option 1 Option 2 Option 3 Option 4 Option 5 Option 6

Costs 1 3 3 2 5 3

Duration 5 3 5 3 2 2

Activities 5 5 3 4 4 1

Accommodation 5 4 2 4 2 4

Food 3 2 4 5 1 4

Transportation 5 3 5 3 3 3

 

3. If you had to choose one option as your choice of holiday, which one would you choose (please put “1” for your chosen option, and rank the others from “2” – “6”)?

  Option 1 Option 2 Option 3 Option 4 Option 5 Option 6

Rank 6 1 4 3 2 5

 

4. Are you male or female? Male.

 

5. What is your age? 19.

 

6. What is your occupation? University student and shop assistant.

 

7. What is your highest education level? Currently studying an undergraduate degree.

 

8. What is your marital status? Single.

 

9. Do you usually make holiday decisions on your own? Yes.

If no, who also plays a role in making such decisions?

 

10. What is your ethnicity? Australian.

 

11. What was your family’s household pretax income last year? $39,000.

 

12. What was your own pretax income last year? $39,000.

13. Please indicate your level of agreement with regard to the following statements (1=strongly disagree; 5=strongly agree).

a) I am extraverted. 5

b) I am moody. 3

c) I am sympathetic and kind to others. 3

d) I am open to new experiences. 4

e) I am careful and efficient. 2

f) I have a high need for affiliation. 4

g) I have a high need for power. 1

h) I have a high need for uniqueness. 3

 


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