Method

The methodology for this project consists of a self-completion survey, distributed to visitors at entry and exit points to the Island across a full year period from beginning July to end June.  Due to possible differences between those visitors travelling by ferry and those by air the data is weighted accordingly.

Questionnaire

The questionnaire format was modified for the year period 2003-2004 monitor.  However, the majority of the questionnaire remained unchanged for comparative purposes.

The questionnaire is intended to monitor a range of visitor figures that feed into the key performance indicators upon which the TOMM model is based.  Issues addressed in the questionnaire include visitor decision making, travel behaviours, expectations and satisfaction with experiences, the impact of marketing activity and future intentions based on visitor experiences.

Once collected results are the aggregated, analysed and presented in an annual Visitor Exit Survey Report.

Limitations of Research

It is recognised that the self-completion methodology may lead to respondent bias being introduced to the data.  However this method is cost effective and allows for ample distribution to the sample. Bias may include misinterpretation of the question and individuals skipping over sections resulting in non-response bias while also requiring the questionnaire to be short and simple potentially leaving out important information.  Furthermore, self-completion surveys often suffer from low response rates as the encouragement to complete the survey is not often there.  This results in additional respondent bias as certain demographics are more likely to complete self-completion surveys than others (eg females).

While the data in the research is weighted to account for differentiation of ferry and air sample sizes from the actual figures, the findings must be considered with regard to the overall response rate for each survey period.