Questionnaire

The following questionnaire is part of a BA (Hons) Tourism Management final year degree level dissertation study which has been designed in order to understand how effective the current advertising strategies of The Museum of Archaeology are.

Q.1 How old are you? 16-20 (1)

21-30 (2)

31-40 (3)

41-50 (4)

51-60 (5)

60+ (6)

16-20 years

21-25 years

(5)

26 + years

(4)

(6)

How long you intend visiting Southampton?

Female

(1)

(3)

Q. 5 B

Q.2 Are you: Male

11-15 years

(2)

Less than a day 3-7 days

1-2 days

(1)

(2)

More than 7 days

(3)

(4)

Q.3 Please indicate your current occupational status: Employed

Q.6 Are you aware of the city’s Self-employed

(1)

Museum of Archaeology?

(2)

Yes Retired

(3)

Unemployed

(4)

Student

(5)

Homemaker

(6)

No

(1)

(now please go to Q 6 A) (now please go to the next page for

(2)

Question 7) Q. 6 A Have you ever visited the Museum?

Q.4 Please indicate your highest level

Yes

of education: GSCE

A Level or equivalent

(1)

Degree

Masters

(3)

Doctorate

(5)

None

No

(1) (2)

(now please go to Q. 6 B) (now please go to Q. 6 C)

(2)

(4)

Q. 6 B

(6)

Please indicate your MAIN reason FOR visiting: (TICK ONLY ONE BOX)

Q.5 Do you currently live in Southampton? Yes No

(now please go to Q. 5 A)

(1)

(now please go to Q. 5 B)

(2)

I am interested in the museum I was on a school trip

(1)

(2)

I took my family to visit the museum Other (Please specify)

(4)

(3)

…………………………………………

Q. 6 C

Q. 5 A For how long have you lived in Southampton?

Please indicate your MAIN reason for NOT visiting: (TICK ONLY ONE BOX)

0-5 years

(1)

6-10 years

(2)

I am not interested in the museum

(1)

I have no time to visit the museum I do not know where the museum is

(2)

Other (Please specify)

(4)

(3)

…………………………………………

Please indicate if you recall hearing about the museum in the following way in the last year: Yes

(1)

No

(2)

Q.7 Friend Q.8 Family Member Q.9 Newspaper Article Q.10Newspaper Advert Q.11Magazine Article Q.12Magazine Advert Q.13Guidebook Q.14T.V Advert Q.15T.V Feature Q.16Radio Advert Q.17Radio Feature Q.18Poster Q.19Website

Leaflet at:

Q.20Tourist Information Centre Q.21Another Attraction Q.22Accommodation Q.23Anywhere Else

………………………………

Now specifically looking at the leaflet Please tick your responses to the following statements:

Q.24My first impressions of this leaflet is: Positive

(1)

Negative

(2)

Indifferent

(3)

Now Take Some Time Looking Over the Leaflet. Please Indicate Your Response to the Following Statements:

Strongly Agree (1)

Q.25The leaflets title is eye-catching Q.26The leaflet makes good use of colour Q.27The leaflet is easy to read Q.28The leaflet uses nice pictures Q.29The leaflet is informative Q.30The leaflet shows me the information I need Q.31The leaflet clearly shows the opening and closing times for the museum Q.32The leaflet is of good quality Q.33The leaflet is a manageable size Q.34The leaflets map is easy to follow Q.35The leaflet clearly explains the entrance fees for the museum Q.36The font used is large enough to read Q.37The leaflet has made me consider visiting the museum

Agree (2)

Neutral

(3)

Disagree

(4)

Strongly Disagree

(5)

Q.38Only having one side of information is enough Q.39The information is nicely spaced out Q.40The map is big enough to read Q.41From looking at the map, I would be able to find the museum easily Q.42The picture on the front would make me pick up the leaflet

Strongly Agree(1)

Agree

(2)

Neutral

(3)

Disagree

(4)

Strongly Disagree (5)

Q.43The information given is clear about the current exhibition Q.44The leaflet needs information about its future exhibition Q.45The leaflet needs more sides

Q.46What would you do to improve this leaflet? ……………………………………………………………………………………………………………………………………………………………………………………………… ………………………………………………………………………… ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… Q.47What additional information would you add into this leaflet? ………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………… ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… Q.48Do you have any other comments about this leaflet? ……………………………………………………………………………………………………………………………………………………………………..……… ………………………………………………………………………………………… …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Thank you for your time