MINI CASE 5.4

The radar chart is a useful graphic that can be used to compare a number of responses to different characteristics. The example below shows 14 characteristics or factors used to measure the satisfaction of visitors to the South West of England in 2008 and 2009. The factors are shown as the radials of the chart. Respondents were asked to rate these factors on a five point scale, with five indicating very satisfied or very important. Each of the radials has been scaled to reflect this measurement. The average response to each of the factors in terms of satisfaction and level of importance has then been drawn on the chart. Comparing the profiles of response show, for example: most of the factors' satisfaction levels exceed the their levels of importance; satisfaction with the 'Feelings of welcome' has improved from 2008; the main area of concern is the 'Value for Money of Food and Drink', which has an importance score of more than four - highlighting the weight of importance - but a satisfaction score that is considerably lower.