Sections
  • I frequently hear the term "sample size". Can you explain what this means?

    Sample size is the base on which the data are analyzed.

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  • I am in a big state and my CVBs are concerned that if they are the second or third destination on a trip their visitation is underrepresented. Is this true?

    Not in the DK Shifflet data where information is collected for each destination visited (stays) on a trip including the purposes of the stay and the activities participated in.

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  • How does DK Shifflet know the sample they use is representative of the U.S. traveling population?

    This question has a two-part answer. First, we survey a national representative sample of adults. This sample includes both travelers and non-travelers.

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  • Why does DK Shifflet use only online data collection method instead of both mail and online?

    Why does DK Shifflet use only online data collection method instead of both mail and online?

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  • How does DK Shifflet define its hotel segments?

    Breaking the hotel/motel Industry into mutually exclusive segments allows greater discrimination of behavior and flexibility.

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