spss (data analysis)

Mathematics

Central Michigan University

Question Description


I have received an assignment that requires me to analyse the results of a survey and then translate the finds into a coherent marketing communication strategy for a local tourist attraction.
The survey needs to be analysed in SPSS, however, I received feedback on my first draft version and realised that I have no idea how to use the software. Because I am busy with my thesis and this is a re-sit class I simply don't have the time to delve into it.
I am therefore hoping that you could take a look at the survey questions and how to analyse and best display the results. Then I can continue with the rest of the report (elements such as the introduction, situation analysis, and the actual communication strategy).

Details of the assignment.

+The report is in English but the survey was administered in Dutch. The questions, therefore, need to be translated into English before being used in the report. (I can translate them, but I don't know how to change them in SPSS.)

+The survey questions are a mix of nominal, open-ended questions, and scales.

+There are 8 research questions in the assignment.


I can supply the assignment document, the SPSS data file, the original survey (with a separate translation of the questionnaire), and the first draft with the teacher's feedback.

Budget wise, because I am not sure how much work is involved so I am not sure what amount I should be thinking of.
But I am willing to go above the quote of 4.25euros.
Please get back to me with a quote and an estimate of how long it might take.

Kind regards,
Carla Grevenitz.


Note:
-Regarding what I have done so far to answer the questions if you think it is not right or would be better depicted in a different way, then please feel free to delete and/or change it!

-If it is not too much trouble, it would be nice if it was in British English but it is not at all a problem if you prefer American English.

Unformatted Attachment Preview

Miljoenenlijn – preserved by ZLSM Research Report and Marketing Communication Plan Carla Grevenitz [Date] [Course title] Contents Abstract ................................................................................................................................................... 2 Introduction ............................................................................................................................................ 3 Situation Analysis .................................................................................................................................... 4 The Miljoenenlijn – Company & Customers ....................................................................................... 4 Competitors & Collaborators .............................................................................................................. 4 Context ................................................................................................................................................ 5 Target Group Analysis ............................................................................................................................. 6 Awareness and image ......................................................................................................................... 6 Desired attributes for day trips ......................................................................................................... 10 Attractiveness and willingness to visit .............................................................................................. 11 Resulting target group ...................................................................................................................... 12 Communication Objectives ................................................................................................................... 13 Strategy ................................................................................................................................................. 14 Instruments ........................................................................................................................................... 15 Planning ................................................................................................................................................ 16 Budget ................................................................................................................................................... 17 Abstract Introduction Situated in the south of the Dutch province Limburg lies the idyllic village of Simpelveld, host to the historic first border crossing railway in the Netherlands. The tourist attraction, which has been nominated for the ANWB’s ‘Leukste uitje van Limburg’ award on several occasions, has been maintained by the volunteer organisation ZLSM (Zuid-Limburgse Stoomtrein Maatschappij) since the inaugural trip in April 1995. In 2018 a new marketing strategy (Meerjarenplan: “ZLSM richting 2023”) was developed as result of underwhelming results to the previous approach. The Meerjarenplan states intentions for the improvement of the museum and restaurant at the Simpelveld station, incorporating the workplace/depot While the document describes the company’s plans for the coming years regarding the desire to improve the overall cohesiveness of a day out at the Miljoenenlijn, it does not include a detailed description of who visitors to the Miljoenenlijn are, or what they look for in an activity. Nor does it include a marketing communication plan describing how potential visitors are interacted with. It is therefore that this research will look at which market segments are most relevant for ZLSM to focus their attention on, and in what ways. As such the following questions have been developed to give ZLSM better insights into their brand awareness, image, and attractiveness as a day trip. Awareness and image 1. To what extent do inhabitants of Dutch Limburg know the Miljoenenlijn and/or ZLSM? 2. What is the general image of the Miljoenenlijn among inhabitants of Dutch Limburg? 3. Which media can be used to enhance the brand awareness and image of the Miljoenenlijn among inhabitants of Dutch Limburg? Desired attributes for day trips 4. Which criteria do inhabitants of Dutch Limburg apply when selecting a destination for a day trip? 5. Which attributes do inhabitants of Dutch Limburg find most important when selecting a destination for a day trip? Attractiveness and willingness to visit 6. To what extent do inhabitants of Dutch Limburg consider the Miljoenenlijn an attractive place to visit? 7. To what extent are inhabitants of Dutch Limburg willing to visit the Miljoenenlijn? 8. Which (socio-demographic) subgroups within this population are interested most in a visit to the Miljoenenlijn? Situation Analysis The Miljoenenlijn – Company & Customers The ZLSM was established in 1988 with a specific purpose: to preserve the historic train line between Simpelveld and Kerkrade dubbed the Miljoenenlijn, and operate a touristic train service with traditional equipment. They are responsible for the restauration and maintenance of a collection of original locomotives and carriages, the train tracks, significant buildings along the way, and about 70ha of land surrounding the tracks some of which is home to unique flora and fauna. In their Meerjarenplan Marketing 2018 – 2023, ZLSM describes the Miljoenenlijn as the ‘Iron Backbone’ of South-Limburg’s tourist infrastructure (Stikkelbroek et. al., 2018, p. 31). The line offers a link between a number of attractions in the region including picturesque villages in the SouthLimburg landscape, touristic towns Valkenburg and Simpelveld, and Parkstad. These are areas rich in history and culturally significant sights and ZLSM is keen to highlight and exploit this. The line attracts roughly 45 000 visitors per year who make over 100 000 trips collectively with a range of options for day trippers. This includes other activities such as combined train-hiking packages to visit local points of interest, a museum and restaurant in the old Simpelveld station building, dining-car arrangements, and several different tracks exploring the retracing the historic links between Simpelveld, Kerkrade and the German town of Vetschau. This encompasses many 250 volunteers Also events such as the Christmas express, No single tickets Currently the ZLSM social media accounts are active with frequent postings. But are often rather general in the sense that they tick the boxes of platform appropriate content. But the story of the Miljoenenlijn is much more than just restored trains and pretty vistas. More linking between the content on the website (news updates) and social media channels. Stapje terug moeten ze nemen. Verhaal vertekllen niet aan de kindedn maar aan de ouders. Test noorwegen- trein 24/7 online. Mee tijden met de trein. Seizoenen meemaken in de trein. Opnamen maken en afspelen. Ritje ‘efteling’ Competitors & Collaborators ZLSM is the only such rail line in the south of the Netherlands, although there are other comparable organisations operating throughout the rest of the country. These include the Veluwse Stoomtrein Maatschappij, Stoomtrein Katwijk Leiden, Stoomtrein Goes-Borsele, and Museumspoorlijn STAR in Groningen. These organisations offer comparable activities to the Miljoenenlijn such as onboard dining experiences, private hire, and most are either part of a larger museum setup or have associations with museums and other attractions in the vicinity. They also give insights into the history and culture of their respective regions. Some of these comparable organisations also offers additional services that might be feasible for ZLSM to copy, most notably these included options for children to help the conductor with his duties, courses for adults to learn how to operate a steam train, and the possibility to spend a night onboard a restored carriage. As stipulated in their 2018 – 2023 strategy, ZLSM is looking to expand its partnerships with other attractions in the region. With this in mind, efforts are being made to connect the Miljoenenlijn with Gaia Zoo and Schacht Nulland (an old coal mine turned museum). While this is a solid foundation there are yet many opportunities for other partnerships. While the city of Heerlen also offers a variety of attractions such as the Roman Bathhouse, the Mijnmuseum, and the Schunk museum. to name just a few Existing collaborations exist between ZLSM and various hospitality the Simpelveld council to expand the scope of attractions surrounding the station, there are also combination tickets available for the Miljoenenlijn and Continium Discovery Centre as well as Columbus Earth Centre, both located in Kerkrade. A further agreement has been made with Arriva to promote the Miljoenenlijn and increase awareness by decorating one of their train carriages in the theme off the historic train line. dat kamp ding die helps onderhouden van de natuur rond het spoor Context Changing tourist scenes in Zuid-Limburg – Kerkrade and Simpelveld are both making steps towards improving theier facilities. Also Valkenburg is strongly positioning itself as the accommodation location for the region. Although the Miljoenenlijn has been operational for almost three decades, it is now more than ever important ZLSM to continue to attract positive attention. The social restrictions imposed in response to the Covid pandemic have meant that for the most part of 2020 ZLSM has had to close its doors to the public. While this will have undoubtedly resulted in a loss of revenue it has not halted other operations being carried out, such as locomotive maintenance and the restoration of a recently acquired railway turntable. Active outdoor activities have also become more popular as an effect of the lockdowns. If this trend remains once the situation has normalised somewhat, this could present possibilities for ZLSM considering they are responsible for maintaining a large portion of the surrounding landscape. Target Group Analysis In 2018, 115 participants took part in a survey investigating the brand awareness and image of the Miljoenenlijn as a tourist attraction. The survey not only asked participants about their attitudes towards the Miljoenenlijn, ZLSM, and the region of Zuid-Limburg, but also about their desired options for day-trips and their preferred communication methods. It is unclear whether the survey was administered online or in person, nevertheless this combination of information provides a sound base for determining the most promising group(s) of potential visitors to the Miljoenenlijn. The respondents ranged between the ages of 18 and 79 with the ratio of men to women being almost 40:60 and slightly under half reported having children. The types of questions in the survey varied in response from nominal yes/no answers to open ended questions and Likert scales. The quantitative results of the survey have been entered into an SPSS dataset and will be the basis for the subsequent marketing communication report. Three main topics were chosen to focus on in order to create an accurate picture of the perceived attractiveness of the Miljoenenlijn as a day trip and what areas exist for ZLSM to improve upon. These topics are: Awareness and Image of the Miljoenenlijn – Preserved by ZLSM, desired attitudes for day trips, and Attractiveness and willingness to visit. The focus hereby is on inhabitants of Dutch Limburg. Of respondents however, 10% were not from Dutch Limburg these will therefore have to be removed from the dataset before proceeding with answering the research questions. Awareness and image 1. To what extent do inhabitants of Dutch Limburg know the Miljoenenlijn and/or ZLSM? Questions 2 and 3 of the survey asked whether participants were familiar with the Miljoenenlijn and ZLSM. The answers were reported on a Likert scale from 0 – 10, with 0 being “not at all familiar with it” and 10 “extremely familiar with it”. According to the results more than 20% of respondents are not at all familiar with either ZLSM or the Miljoenenlijn. It is also apparent that the Miljoenenlijn is better known than the ZLSM, with the mean score for awareness of the Miljoenenlijn being a 4.5 while ZLSM scored a mean of only of 3.91. Additionally, for scores above 5 the results for the Miljoenenlijn were consistently higher than for ZLSM. Overall, this means that less than half of the respondents were only a little bit familiar with both the Miljoenenlijn and ZLSM. The answers can be compared in the graphs on the following page (tables 1 & 2). Since the tourist attraction has been officially branded as the ‘Miljoenenlijn – Preserved by ZLSM’, the name Miljoenenlijn will be the more accessible association for potential visitors. The result that there is greater awareness for it (Miljoenenlijn) compared to ZLSM is therefore a positive outcome. However, by linking these two names in this way, greater association is created between the them and so also help to improve the brand awareness of ZLSM. Table 1 Table 1 2. What is the general image of the Miljoenenlijn among inhabitants of Dutch Limburg? A company’s image is dependent on many factors and is usually based on an emotional response and reflects the value customers deem the company to have. This ranges from the positive attributes (such as exciting, fun, innovative, and child friendly) customers associate with the company, to how important it is seen to be for the local history, culture and communities. For this reason, questions 7 through 16 have been used as they all impact upon the image of the Miljoenenlijn. These questions ask the participants to respond to positive statements about the Miljoenenlijn on a scale from 1 – 7 (where 1 is “completely disagree”, and 7 is “completely agree”). A score of 7 would therefore indicate that respondents had an extremely positive image of the Miljoenenlijn. The results show that 47% of the respondents averaged a score of 5 or higher for the combined general image of the Miljoenenlijn. The most occurring score is 37 (out of 70), while the overall average score is 47.9. If these numbers would be translated into descriptive language, a score of 4/almost 5 (out of 70) would be that respondents only slightly agree with the statements. The results of the combined average scores can be examined closer in the graph below. Table 3 These results would mean that while the associations that people have with the Miljoenenlijn are not grossly negative, they are not glowingly positive either and a significant number of respondents have neutral opinions about the Miljoenenlijn. As such there is a lot of room for improvement for the trainlines general image. Although, considering many of the respondents had no previous awareness of the Miljoenenlijn, it is safe to say that they then would also not be able to name any positive attributes. Nor would they have detailed knowledge of the attraction’s activities, amenities, or history. In particular the area of innovation, which received the lowest average score amongst the relevant questions, could benefit greatly from additional attention. However, many of the plans proposed in the Meerjarenplan 2018 – 2023 are aimed at incorporating current technology used in similar tourist attractions. Once fully implemented this should increase the sense of innovation among visitors, even though the attraction remains one enshrouded by history. Besides this, efforts could also be made to strengthen the link between the Miljoenenlijn’s image and its historic and cultural importance to the region. This is because when considered individually, question 15 regarding the Miljoenenlijn’s position as a museum, received an average of only 4.43. This would ideally be much higher since that ZLSM ‘s current strategy aims to emphasize the Miljoenenlijn’s museum qualities. The open-ended answers to the question “what do you think of when you hear the ‘Miljoenenlijn’?” (Waar denkt u aan bij de “Miljoenenlijn”?) also give an accurate impression of how the attraction is perceived by inhabitants of Zuid-Limburg, even if they have no prior awareness of the trainline. The sentiments that were expressed most frequently related to the word ‘million’ which for the most brought on thoughts of money and high costs. Those responses centred around money referred either to the cost of the train line, or to money in general. The latter mostly corresponds with respondents who are less familiar with the Miljoenenlijn. The association with money as well as trains, is made by respondents with all levels of prior knowledge of the service. Figure 1 These associations of money are not necessarily negative considering that the build of the Miljoenenlijn a century ago amounted to more than a million Gulden per Kilometre of track (ZLSM, n.a.). Whether people know this or not, promoting the story behind this history purposefully aligns the image and historic value of the trainline with the natural tendency for people to think of money. The ultimate outcome of this would be that people are reminded not only of the ‘Miljoenenjacht’ lottery but also the Miljoenenlijn – Preserved by ZLSM when they think about millions. 3. Which media can be used to enhance the brand awareness and image of the Miljoenenlijn among inhabitants of Dutch Limburg? Questions 22 through 27 pertain to the communication mediums used by the respondents and ZLSM. They are formulated in a set of Likert scales asking respondents to rate a selectin of different mediums on a range from “Never” to “Very Often” with three options in between. There are also options for the respondents to offer additional communication mediums which they use/ would like to see ZLSM use. Desired attributes for day trips 4. Which criteria do inhabitants of Dutch Limburg apply when selecting a destination for a day trip? Question 18 Open answers question 17 5. Which attributes do inhabitants of Dutch Limburg find most important when selecting a destination for a day trip? Question 19 Attractiveness and willingness to visit 6. To what extent do inhabitants of Dutch Limburg consider the Miljoenenlijn an attractive place to visit? Question 20 asks respondents to rate the Miljoenenlijn’s attractiveness as attraction. The sale rages from “Not at all attractive to visit” (number 1) to “Extremely attractive to visit” (number 7). 7. To what extent are inhabitants of Dutch Limburg willing to visit the Miljoenenlijn? Answer previous question also gives an indication of how likely people in Dutch Limburg are to visit the Miljoenenlijn as a higher perceived attractiveness would lead to more people wanting to visit the Miljoenenlijn. Question 21 open answer Nee: 42 times Maybe: 37 times Yes: 10 times 8. Which (socio-demographic) subgroups within this population are interested most in a visit to the Miljoenenlijn? Resulting target group Communication Objectives Strategy Instruments Planning Budget Questionnaire South-Limburg Steam Train Society (ZLSM) – ‘Miljoenenlijn’ Dear respondent, Thank you for participating in our research on the brand awareness and image of the Miljoenenlijn, a tourist attraction operated by the South Limburg Steam Train Society (ZLSM). We will ask you a number of concrete questions about the Miljoenenlijn itself, but also several questions about your background and your familiarity with the South Limburg region. Even if you don’t know the Miljoenenlijn or ZLSM, it is still important that you complete this questionnaire. This information is equally as valuable to us. 1. Do you live in Dutch Limburg? Select only one option. Yes / No 2. To what extent are you familiar with the South Limburg Steam Train Society? Select only one opt ...
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