BASIC DATA SERIES DOMESTIC IN-FLIGHT SURVEY, 2016 Documentation Report
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Beyond Information. Intelligence. Established 1960 Database Marketing Economic & Social Impact Studies Evaluations Research Modeling/Forecasting BASIC DATA SERIES DOMESTIC IN-FLIGHT SURVEY, 2016 SMS 1042 Fort Street Mall Suite 200 Honolulu, HI 96813 Ph: (808) 537-3356 Documentation Report Toll Free (877) 535-5767 E-mail: [email protected] Website: www.smshawaii.com Prepared for: The Hawai‘i Tourism Authority July 2017 CONTENTS INTRODUCTION ....................................................................................................................... 1 PURPOSE AND OBJECTIVES OF THE RESEARCH ............................................................ 1 POLICIES PERTAINING TO PROJECT RESPONSIBILITIES ............................................... 1 DATA ACQUISITION PROCEDURES ....................................................................................... 3 SURVEY INSTRUMENT ........................................................................................................ 3 DISTRIBUTION OF FORMS .................................................................................................. 3 DATA COLLECTION .............................................................................................................. 7 LOGGING AND PREPARATION ........................................................................................ 8 PRE-SCANNING RULES ................................................................................................ 8 SCANNING IN-FLIGHT FORMS ......................................................................................... 9 EVALUATION ..................................................................................................................... 9 VERIFICATION ..................................................................................................................10 SCANNING AND VERIFICATION RULES .....................................................................10 COMMITMENT ..................................................................................................................11 NAMING CONVENTIONS OF BDS SAV FILES .............................................................11 HTA VSAT LABELS ...........................................................................................................11 DATA PROCESSING ............................................................................................................11 FILE MERGER...................................................................................................................12 DATA CLEANING ..............................................................................................................12 ZIP CODE CLEANING ...................................................................................................17 LENGTH OF STAY (LOS) CLEANING ...........................................................................17 ASCRIPTION .................................................................................................................18 CONSISTENCY CHECKS ..............................................................................................18 NEW VARIABLES AND VALUES ...................................................................................18 NON-MMA COUNTRY ASSIGNMENT ...........................................................................19 APPEND ZIP CODE DATA ............................................................................................19 ELIMINATION OF INVALID RECORDS .........................................................................19 DATA WEIGHTING ...............................................................................................................20 MONTHLY WEIGHTS ........................................................................................................20 TABULATION & REPORTS ..................................................................................................21 MONTHLY REPORTS .......................................................................................................21 DELIVERABLES ................................................................................................................22 END-OF-YEAR PROCEDURES ............................................................................................22 ANNUAL WEIGHTS ...........................................................................................................22 ANNUAL DATA TABULATION ...........................................................................................22 DISPOSAL OF MATERIALS .................................................................................................23 APPENDIX ...............................................................................................................................24 APPENDIX A: SURVEY FORMS ..........................................................................................25 APPENDIX B: CODEBOOK .................................................................................................28 APPENDIX C: VALUES OF GENERATED VARIABLES ......................................................64 INTRODUCTION1 PURPOSE AND OBJECTIVES OF THE RESEARCH Per Act 156, SLH 1998, the Hawai‘i Tourism Authority (HTA) is responsible for collecting visitor counts, characteristics (party size, length of stay, visitor status, purpose of trip and island visitations by major market areas), expenditure and other tourism related data for the State of Hawai‘i. The HTA’s Tourism Research program supports four core data collection surveys: Domestic In-Flight Survey, International Departure Survey, Island Departure Survey, and Cruise Visitor Survey. These projects are inter-related and the data are critical to the state’s economic analysis. The objective is to collect, process, and report statistics from a representative sample of visitors across all markets and the six major islands (O‘ahu, Hawai‘i, Maui, Molokaʻi, Lānaʻi, and Kauaʻi). The number of visitors who came by out-of-state cruise ships to Hawai‘i is added to counts from visitors who came by air to calculate total visitor data for Hawai‘i. These visitor statistics are published monthly in the HTA visitor news releases and annually in the HTA’s Visitor Research Reports. In addition to the four surveys, the HTA conducts a post-trip visitor satisfaction and activity survey to measure visitors’ satisfaction levels with Hawai‘i as a vacation destination. POLICIES PERTAINING TO PROJECT RESPONSIBILITIES This project involves collecting, processing, and reporting basic characteristics data from visitors arriving to Hawai‘i on domestic flights. The survey instrument is the In-Flight form. The contractor must pick up the forms from the DOA office at the Daniel K. Inouye International Airport (formerly known as the Honolulu International Airport) and accept deliveries of forms from DOA offices on the Neighbor Islands. For data processing, the contractor must be equipped with high speed image scanners capable of scanning a minimum of 250,000 forms a month (3,000,000 forms a year) in six different languages. The contractor is required to apply statistical, sampling, and weighting techniques using SPSS to generate monthly tabulations and reports to the HTA. Those reports include the following items: ❖ a daily log of airline information (carrier name, arrival date, number of passengers, flight number, and port of entry) ❖ a port-of-entry report by island to include party size, airline, and number of completed survey forms ❖ SPSS and Excel files containing visitor counts, island visitation, length of stay, and other characteristics of domestic visitors for individual major market areas, by state and metro areas. 1 Material in this section was provided by the HTA as the official project description and has been inserted here verbatim. The remainder of the manual was provided by SMS Research & Marketing Services, Inc. (SMS). HTA BDS Domestic In-Flight Survey Documentation Report 2016 Page 1 © SMS July 2017 The contractor is required to generate image files of visitors’ names and addresses and SPSS files containing basic demographic information on the visitors selected for the satisfaction survey and provide them to the HTA on a weekly basis. These files are forwarded to the contractor conducting the Visitor Satisfaction Survey. Data for the Basic Data Series, 2016 are collected, processed, stored, and analyzed according to the procedures described in this manual. Data are collected using a self-administered survey instrument distributed among passengers aboard flights arriving from domestic cities. The instrument is optically scanned into the basic data files. Data are weighted and balanced to reflect party size and airline passenger counts (landings). An important feature of the BDS is the time series information it provides: comparisons to previous periods and a historical foundation for projections. Proposed changes in the procedures for this survey must be weighed against the cost of disrupting the continuity of the data series. HTA BDS Domestic In-Flight Survey Documentation Report 2016 Page 2 © SMS July 2017 DATA ACQUISITION PROCEDURES SURVEY INSTRUMENT The survey instrument was prepared by SMS in consultation with and with the approval of the HTA. The data collection form contained 15 questions and was printed in six languages, English, Japanese, Modern Mandarin Chinese, Korean, Tagalog, and Spanish (see Appendix A). The survey instrument is printed on the reverse side of the State