Hometown, located in the north central United States, had a population of about fifty thousand, There were two travel agencies in Hometown before Canterbury The questionnaire that Roxanne Freeman designed is shown in Case Exhibit 15.2-1. Travels opened its doors. Canterbury Travels was in its second month of operations. Owner Roxanne Freeman had expected to have more business than she actually had. She decided that she needed to conduct a survey to determine how much business Hometown offered. She also wanted Questions 1. Critically evaluate the questionnaire. 2. Will Canterbury Travels gain the information it needs from this survey? 3. Design a questionnaire to satisfy Roxanne Freeman's informa- to learn whether people were aware of Canterbury Travels. She thought that this survey would determine the effectiveness of her tion needs. advertising. CASE EXHIBIT 15.2-1 Travel Questionnaire The following questionnaire pertains to a project being conducted by a local travel agency. The intent of the study is to better understand the needs and attitudes of Hometown residents toward travel agencies. The questionnaire will take only 10 to 15 minutes to fill out at your convenience. Your name will in no way be connected with the questionnaire. 1. Have you traveled out of state? 2. If yes, do you travel for: Yes No Business Both Pleasure 3. How often do you travel for the above? 0-1 times per month 2-3 times per month 4-5 times per month 6 or more times per month 0-1 times per year 2-3 times per year 4-5 times per year 6 or more times per year 4. How do you make your travel arrangements? Airline Travel agency Other (please specify). 5. Did you know that travel agencies do not charge the customer for their services? Yes_No 6. Please rate the following qualities that would be most important to you in the selection of a travel agency: Good Bad Free services (reservations, advice, and delivery of tickets and literature) Convenient location Knowledgeable personnel Friendly personnel Casual atmosphere Revolving charge account Reputation Personal sales calls 7. Are you satisfied with your present travel agency? Very satisfied Very dissatisfied Holiday Travel Leisure Tours Canterbury Travels Other (Continued)