GSBS6002 Foundations of Business Analysis

You are required to write a report after performing analysis on the data collected. As stated in the research proposal presented to the executive team of AccorHotels, the following four research questions would be examined:

1. Is each of the five hotel attributes rated by Ibis or Mercure guests greater than “Neither important nor unimportant”?

2. Is age significantly associated with how important each of the five hotel attributes is evaluated?

3. Is there a significant difference in importance attributed to each of the five hotel attributes between guests who travel with kids and those who travel without kids?

4. Is there a significant difference in the importance attributed to each of the five hotel attributes by customers with different levels of total household income before tax in 2018?

Required:

Write a data analysis report that provides the results for each of the four research questions. Moreover, you will make overall recommendations to the executive team of AccorHotels in Australia in terms of how the research findings can be used to inform management decisions focusing on the hotel attributes that are likely to help AccorHotels to maintain or improve its competitiveness against Airbnb.

AccorHotels Customer Satisfaction Survey

Section 1: Customer Satisfaction
Section 2: Personal information

Please complete the following information about yourself.

Question 1 – What is your gender? Male Female
Question 2 – What is your age? ___________

Please indicate the extent to which the following attributes were important or unimportant for you when deciding to stay in Ibis or Mercure during your most recent visit.

1. Safety 1 2 3 4 5
2. Easiness of online booking 1 2 3 4 5
3. Price 1 2 3 4 5
4. The facility is operated in a socially responsible manner 1 2 3 4 5
5. Loyalty program 1 2 3 4 5 Not important at all Somewhat unimportant Neither important nor unimportant Somewhat important Very important

Question 3 – What was the main purpose of the trip during your most recent visit to Ibis or Mercure?  Leisure Business

Question 4 – Did you have your kid(s) traveling with you during your most recent visit to Ibis or Mercure? 

Yes No

Question 5 – What is your total household income before tax in 2018?
 < $ 50,000
 $ 50,000 - $99,999
 >= $100,000