Hometown, located in the north central United States, had a population of about fifty thousand. There were two travel agencies in Hometown before Canterbury 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 to learn whether people were aware of Canterbury Travels. She thought that this survey would determine the effectiveness of her advertising. The questionnaire that Roxanne Freeman designed is shown in Case Exhibit 15.2-1.
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 information needs.