Dear colleagues, I would like to measure the extent to which consumers are aware of their rights in the hospitality sector. How do I go about it?
You can use the likert scale techniques to measure their level of knowledge about the rights they think they have. And you can also combine it with open ended questionnaires to list atleast two rights they know they are entitled to in the Hospital. this will give you insight into the scope of what you are dealing with.
You can use the likert scale techniques to measure their level of knowledge about the rights they think they have. And you can also combine it with open ended questionnaires to list atleast two rights they know they are entitled to in the Hospital. this will give you insight into the scope of what you are dealing with.
I am sharing a link on a paper that may help you in your objectives. Though it is not a awareness measuring paper. http://ceser.in/ceserp/index.php/ijees/article/view/2026
you can use likerts five point scaling technique to measure the consumer awareness.
(i) right to be protected against the marketing of goods and services, which are hazardous to life and property; (ii) right to be informed about the quality, quantity, potency, purity, standard and price of goods so as to protect the consumer against unfair trade practices; (iii) right to be assured, wherever possible of access to variety of goods and services at competitive price; (iv) right to be represented in various forums formed to consider the consumer's welfare; (v) right to seek redressal against unfair trade practices or unscrupulous exploitation of consumers; and (vi) right to acquire the knowledge and skill to be an informed consumer throughout life.
Charles,
From the answers that you have received so far there is plenty to go towards an answer. Personally, I would first get a complete listing of the consumer rights in general, and in the hospitality industry in your country in particular. Most countries that have invested in consumer (and provider) rights will have some variant of Sanjeev's "bill of consumer rights".
As to survey method, I am not sure that I would use a Likert style response system as they are often best suited to levels of agreement based on experience or opinion. In this case you are seeking awareness and probably correctness of their perceived rights. In such a case I would stick to true/false, yes/no and multiple choice type questions that provide scenarios and potential responses from which to choose. You would then have data to statistically analyse giving population penetration of knowledge of rights, overall population awareness, percentage correctness, and qualitative data around the common misconceptions.
Of course you might also indulge in interviews using similar "scenario" based questioning that incrementally explores the limits of the interviewee's knowledge of their rights. You might also explore their answers as to where they might go to find out their rights, how important they feel that knowing their rights is, and similar questions depending upon your particular research questions.
To construct a mixed methods study you might first do an exploration of perceived rights via interview and then use the perceived/conceived rights to provide alternative responses for your multiple choice survey on a wider population sample.
Before going any further I would also do a literature exploration for potential consumer rights knowledge frameworks so that you can understand the knowledge constructs that make up the area of study. e.g. "The right to be heard and to be understood: a conceptual framework for consumer protection in emerging economies" S Donoghue, HM De Klerk - International Journal of Consumer …, 2009 - Wiley Online Library, etc.
As you are seeking knowledge of consumer awareness then again a literature search for consumer awareness evaluation frameworks could be helpful.
If no suitable frameworks are available then you might consider using grounded theory or basic thematic analysis of theory and empirical data to construct a framework that you or others might test at a later stage.
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