---
lang: en-GB
title: "Survey design and live results: a tourism services example"
output:
  rmarkdown::html_vignette:
    toc: true
    toc_depth: 2
vignette: >
  %\VignetteIndexEntry{Survey design and live results: a tourism services example}
  %\VignetteEngine{knitr::rmarkdown}
  %\VignetteEncoding{UTF-8}
---

```{r setup, include = FALSE}
knitr::opts_chunk$set(collapse = TRUE, comment = "#>")
library(surveyframe)
library(knitr)

# Tabulate analysis-plan results the same way the report template does.
results_table <- function(results) {
  g <- function(r, f) { v <- r[[f]]; if (is.null(v) || !length(v)) "" else as.character(v)[1] }
  df <- data.frame(
    RQ       = vapply(results, g, "", "block_id"),
    Question = vapply(results, g, "", "research_question"),
    Method   = vapply(results, g, "", "method"),
    Result   = vapply(results, g, "", "apa"),
    Effect   = vapply(results, g, "", "effect_label"),
    check.names = FALSE, stringsAsFactors = FALSE
  )
  kable(df, row.names = FALSE,
        col.names = c("RQ", "Research question", "Method", "Result (APA)", "Effect"),
        align = c("l", "l", "l", "r", "l"))
}
```

```{=html}
<style>
body { color: #1a1a2e; }
h1, h2, h3 { color: #1a1a2e; }
a { color: #0e7c7a; }
table { border-collapse: collapse; margin: 1em 0; }
table caption { caption-side: top; font-style: italic; color: #444; padding-bottom: .3em; }
th { border-top: 2px solid #1a1a2e; border-bottom: 1px solid #1a1a2e; padding: 6px 12px; }
td { padding: 5px 12px; border: none; }
tbody tr:last-child td { border-bottom: 2px solid #1a1a2e; }
/* WCAG 2.2 AA pass: darker link and syntax-token colours (at least
   4.5:1 on the #f7f7f7 code background), wrapped code lines instead of a
   keyboard-inaccessible scroll region, empty per-line anchors removed from
   the accessibility tree, and 24px minimum TOC link targets. */
code span.at { color: #576419; }
code span.dv, code span.fl, code span.bn { color: #276245; }
code span.co { color: #396a80; }
pre, pre code { white-space: pre-wrap; word-break: break-word; }
div.sourceCode { overflow: visible; }
pre.sourceCode a:empty { display: none; }
#TOC a { display: inline-block; min-height: 24px; }
</style>
```

## About this vignette

This vignette follows a single instrument through the complete surveyframe
workflow: design the questionnaire, export it as a hosted survey with a Google
Sheets backend, collect responses, clean and score them, run the analysis plan,
and render a results report. The results section uses 60 simulated responses so
the vignette builds offline. Replacing the simulated data with a call to
`read_sheet_responses()` connects the same workflow to live responses that grow
with each submission.

The questionnaire and concept are adopted from:

> Sharafuddin, M. A., Madhavan, M., & Wangtueai, S. (2024). Assessing the
> Effectiveness of Digital Marketing in Enhancing Tourist Experiences and
> Satisfaction: A Study of Thailand's Tourism Services. *Administrative
> Sciences*, *14*(11), 273. https://doi.org/10.3390/admsci14110273

The instrument covers five research areas applicable to any tourism services
context: digital marketing effectiveness (relevance, accessibility, ease of use,
and perceived value), destination service quality (accommodation and local
transport), destination sustainability quality, tourist satisfaction, and
behavioural intention. The item wording is reproduced from the original
questionnaire. Researchers studying other destinations can adapt the scales
and analysis plan to their own context.

---

## The questionnaire

### Shared Likert scale

All rated items use a five-point agreement scale.

```{r choices}
likert5 <- sf_choices(
  "likert5",
  values = 1:5,
  labels = c("Strongly disagree", "Disagree",
             "Neither agree nor disagree", "Agree", "Strongly agree")
)
```

### Helper functions

`stem_items()` builds items that share a common sentence stem. Each item is the
stem followed by a unique completion. `solo_items()` builds standalone items.
Neither function is exported, and both use only `sf_item()`.

```{r helpers}
stem_items <- function(ids, stem, completions, scale_id) {
  Map(
    function(id, comp)
      sf_item(id, paste(stem, comp),
              type = "likert", required = TRUE,
              choice_set = "likert5", scale_id = scale_id),
    ids, completions
  )
}

solo_items <- function(ids, labels, scale_id) {
  Map(
    function(id, lab)
      sf_item(id, lab,
              type = "likert", required = TRUE,
              choice_set = "likert5", scale_id = scale_id),
    ids, labels
  )
}
```

### Digital marketing items

**Relevance and engagement (DMRE, 5 items)**

```{r dmre}
dmre_stem <- paste(
  "The digital marketing contents I encountered during my",
  "trip planning and booking phases were"
)
dmre_completions <- c(
  "relevant to my interests.",
  "engaging.",
  "customisable.",
  "flexible and I was able to make real-time adjustments for my demand.",
  "able to cater to my specific needs and preferences."
)
dmre_items <- stem_items(
  paste0("dmre_", 1:5), dmre_stem, dmre_completions, "DMRE"
)
```

**Accessibility and usefulness (DMAU, 5 items)**

```{r dmau}
dmau_stem <- "The contents, communication, and booking services were"
dmau_completions <- c(
  "easy to find so I could contact service providers and book my trip directly.",
  "fast.",
  "efficient.",
  "of good quality.",
  "user friendly."
)
dmau_items <- stem_items(
  paste0("dmau_", 1:5), dmau_stem, dmau_completions, "DMAU"
)
```

**Ease of use (DMEU, 5 items)**

```{r dmeu}
dmeu_stem <- paste(
  "The digital marketing contents and procedures regarding",
  "trip planning and booking were"
)
dmeu_completions <- c(
  "easy to learn.",
  "understandable and required little mental effort.",
  "neat and simple.",
  "easy to follow.",
  "mobile friendly."
)
dmeu_items <- stem_items(
  paste0("dmeu_", 1:5), dmeu_stem, dmeu_completions, "DMEU"
)
```

**Perceived value (DMPV, 5 items)**

```{r dmpv}
dmpv_stem <- paste(
  "In terms of value, both the commercial and",
  "user-generated contents are"
)
dmpv_completions <- c(
  "sufficient to support eco-friendly practices.",
  "appropriate.",
  "trustworthy and credible.",
  "consistent across all digital platforms.",
  "value for money."
)
dmpv_items <- stem_items(
  paste0("dmpv_", 1:5), dmpv_stem, dmpv_completions, "DMPV"
)
```

### Destination service quality items

**Accommodation (DSQA, 4 items)**

```{r dsqa}
dsqa_stem <- "The accommodation related services met my expectations for"
dsqa_completions <- c(
  "check-in and check-out services.",
  "room cleanliness.",
  "staff attitude.",
  "safety and security."
)
dsqa_items <- stem_items(
  paste0("dsqa_", 1:4), dsqa_stem, dsqa_completions, "DSQA"
)
```

**Local transport (DSQT, 5 items)**

```{r dsqt}
dsqt_stem <- "The local transport related services met my expectations for"
dsqt_completions <- c(
  "frequency.",
  "connectivity.",
  "comfort.",
  "staff attitude.",
  "ride safety."
)
dsqt_items <- stem_items(
  paste0("dsqt_", 1:5), dsqt_stem, dsqt_completions, "DSQT"
)
```

### Destination sustainability quality (DSUQ, 11 items)

```{r dsuq}
dsuq_labels <- c(
  "I can easily find and purchase locally-made handicrafts and souvenir products.",
  "The livelihoods of local vendors and artisans are respected, and fair prices are paid for their products.",
  "The size of food portions sold is adequate, reducing waste and leftovers.",
  "Awareness programmes are adequate in encouraging me to reduce water consumption.",
  "There are enough local guides with in-depth knowledge to enhance my travel experience.",
  "Sustainable transport options such as bikes, walking routes, and public transport are adequate.",
  "Reusable bags are adequately available for purchase.",
  "Digital infrastructure is adequate so that I can avoid printing and use digital copies.",
  "There are adequate choices of sustainable seafood in the destination.",
  "There are enough litter bins throughout the destination.",
  "There are adequate awareness signs about endangered marine species, plants, and animals."
)
dsuq_items <- solo_items(paste0("dsuq_", 1:11), dsuq_labels, "DSUQ")
```

### Tourist satisfaction (TS, 3 items) and behavioural intention (BI, 3 items)

```{r ts-bi}
ts_items <- solo_items(
  paste0("ts_", 1:3),
  c(
    "The destination met or exceeded my expectations.",
    "Overall, my travel experience with the destination was good.",
    "Overall, I felt comfortable in the destination."
  ),
  "TS"
)

bi_items <- solo_items(
  paste0("bi_", 1:3),
  c(
    "I will recommend others to use online platforms for planning and booking their trips.",
    "I will share my experience online.",
    "I intend to revisit the destination."
  ),
  "BI"
)
```

### Demographic items

```{r demographics}
gender_cs    <- sf_choices("gender",
  c("male", "female", "transgender"), c("Male", "Female", "Transgender"))

age_cs       <- sf_choices("age",
  c("18_25", "26_40", "41_50", "51_60", "60_plus"),
  c("18-25", "26-40", "41-50", "51-60", "60 and above"))

visitor_cs   <- sf_choices("visitor",
  c("first_time", "repeat"),
  c("First-time visitor", "Repeated visitor"))

freq_cs      <- sf_choices("freq_visit",
  c("lt_1", "once", "2_3", "gt_3"),
  c("Less than 1 time in a year", "Once in a year",
    "2-3 times in a year", "More than 3 times in a year"))

nationality_cs <- sf_choices("nationality",
  c("thai", "chinese", "japanese", "korean", "indian", "australian",
    "british", "german", "american", "other"),
  c("Thai", "Chinese", "Japanese", "Korean", "Indian", "Australian",
    "British", "German", "American", "Other"))

education_cs <- sf_choices("education",
  c("high_school", "diploma", "undergraduate", "post_graduate"),
  c("High school", "Diploma", "Undergraduate", "Post graduate"))

profession_cs <- sf_choices("profession",
  c("student", "business", "salaried", "freelancer", "not_working"),
  c("Student", "Business", "Salaried and working", "Freelancer",
    "Not working (housewife or retired)"))

companion_cs <- sf_choices("companion",
  c("friends", "family", "other"),
  c("Friends", "Family members", "Other"))

group_cs     <- sf_choices("group_size",
  c("lt_3", "3_5", "gt_5"),
  c("Less than 3", "3-5", "More than 5"))

demo_items <- list(
  sf_item("gender",        "Gender",                type = "single_choice",
          required = TRUE, choice_set = "gender"),
  sf_item("age_band",      "Age",                   type = "single_choice",
          required = TRUE, choice_set = "age"),
  sf_item("visitor_type",  "I am",                  type = "single_choice",
          required = TRUE, choice_set = "visitor"),
  sf_item("freq_visit",    "Frequency of visit",    type = "single_choice",
          required = TRUE, choice_set = "freq_visit"),
  sf_item("nationality",   "Nationality",           type = "single_choice",
          required = TRUE, choice_set = "nationality"),
  sf_item("education",     "Education level",       type = "single_choice",
          required = TRUE, choice_set = "education"),
  sf_item("profession",    "Profession",            type = "single_choice",
          required = TRUE, choice_set = "profession"),
  sf_item("companion",     "I visit with my",       type = "single_choice",
          required = TRUE, choice_set = "companion"),
  sf_item("group_size",    "My travel group size is", type = "single_choice",
          required = TRUE, choice_set = "group_size")
)
```

### Scales

```{r scales}
make_scale <- function(id, label, ids) {
  sf_scale(id, label, items = ids, method = "mean")
}

scales <- list(
  make_scale("DMRE", "Digital marketing: relevance and engagement",  paste0("dmre_", 1:5)),
  make_scale("DMAU", "Digital marketing: accessibility and usefulness", paste0("dmau_", 1:5)),
  make_scale("DMEU", "Digital marketing: ease of use",               paste0("dmeu_", 1:5)),
  make_scale("DMPV", "Digital marketing: perceived value",           paste0("dmpv_", 1:5)),
  make_scale("DSQA", "Destination service quality: accommodation",   paste0("dsqa_", 1:4)),
  make_scale("DSQT", "Destination service quality: transport",       paste0("dsqt_", 1:5)),
  make_scale("DSUQ", "Destination sustainability quality",           paste0("dsuq_", 1:11)),
  make_scale("TS",   "Tourist satisfaction",                         paste0("ts_",   1:3)),
  make_scale("BI",   "Behavioural intention",                        paste0("bi_",   1:3))
)
```

### Assemble the instrument

```{r assemble}
choice_sets <- list(
  likert5, gender_cs, age_cs, visitor_cs, freq_cs, nationality_cs,
  education_cs, profession_cs, companion_cs, group_cs
)

rated_items <- c(dmre_items, dmau_items, dmeu_items, dmpv_items,
                 dsqa_items, dsqt_items, dsuq_items, ts_items, bi_items)

study <- sf_instrument(
  title       = "Digital Marketing Effectiveness of Tourism Services",
  version     = "1.0.0",
  description = paste(
    "Questionnaire covering digital marketing effectiveness,",
    "destination service quality, sustainability quality,",
    "tourist satisfaction, and behavioural intention.",
    "Adopted from Sharafuddin, Madhavan & Wangtueai (2024),",
    "Administrative Sciences, 14(11), 273.",
    "https://doi.org/10.3390/admsci14110273"
  ),
  authors   = "Mohammed Ali Sharafuddin",
  languages = "en",
  components = c(choice_sets, rated_items, demo_items, scales)
)

study
```

---

## Validate and serialise

`validate_sframe()` checks every item ID, choice set reference, and scale
membership before any data is collected. `write_sframe()` saves the validated
instrument with a SHA-256 hash so any post-collection edits are detectable.

```{r validate}
v <- validate_sframe(study, strict = FALSE)
v$valid
length(v$problems)
```

```{r write}
# Save the instrument. Keep this file alongside your analysis script.
sframe_path <- write_sframe(study, file.path(tempdir(), "tourism_services_v1.sframe"),
                             overwrite = TRUE)

# Reload the instrument from disk at any time with:
study2 <- read_sframe(sframe_path)
identical(study$meta$title, study2$meta$title)
```

---

## Set up data collection

### Store the Google Sheets endpoint in the instrument

When an endpoint URL is set on the instrument, `export_static_survey()` reads it
automatically. Set the URL once, export as many times as needed without
repeating the argument.

```{r endpoint, eval = FALSE}
# Replace with your deployed Apps Script URL after the setup steps below.
study$render$google_sheets_endpoint <-
  "https://script.google.com/macros/s/YOUR_SCRIPT_ID/exec"
```

### Export the static HTML survey

`export_static_survey()` produces a single self-contained HTML file. Respondents
open it in any browser, fill it in, and their submission is downloaded as a CSV
and, if an endpoint is configured, posted to the Google Sheet at the same time.
The file can be hosted on GitHub Pages, shared by email, or opened directly from
disk.

```{r static-export}
html_path <- export_static_survey(
  study,
  output_path = file.path(tempdir(), "tourism_services_survey.html"),
  open        = FALSE
)
file.exists(html_path)
```

### What the respondent sees

The exported survey carries its own design, independent of the SurveyBuilder
or SurveyStudio chrome used to build it. Question text sits in a serif
typeface, options render as bordered cards with a selection tick, Likert
items render as numbered squares, and a slim progress bar tracks completion.
Every one of those colours derives from the instrument's single theme colour,
so the line below re-skins the whole survey without touching anything else.

```{r theme}
study$render$theme <- "#0f766e"
```

Two things about the export matter for planning a real deployment.

* **It is designed for a phone first.** Option cards and touch targets meet a
  44 pixel minimum, and a matrix question (see the input-types demo in the
  SurveyBuilder vignette) reflows from a table into stacked, labelled cards
  below 600 pixels of width, so no question ever needs horizontal scrolling
  to complete on a small screen.
* **It meets WCAG 2.2 AA.** Every control carries an accessible name, keyboard
  focus is visible on option cards, a validation error is announced to
  assistive technology, and required questions are marked by more than
  colour alone.

### Generate the Google Sheets collector script

`export_google_sheet()` writes a Google Apps Script file. Deploy it in a
Google Sheet and it creates a response tab with the correct column headers.
Matrix, multiple-choice, and ranking questions each need more than one
column, so the collector expands them automatically: a matrix gets one column
per row, a multiple-choice question gets one 0/1 column per option, and a
ranking question gets one column per option holding its rank. A five-option
multiple-choice item named `channels`, for example, becomes five columns,
`channels__option1` through `channels__option5`, each holding `0` or `1`,
ready for analysis with no string-splitting step.

```{r gs-export}
script_path <- export_google_sheet(
  study,
  sheet_url  = "https://docs.google.com/spreadsheets/d/YOUR_SHEET_ID",
  output_dir = tempdir()
)
file.exists(script_path)
```

**To deploy the script:**

1. Open or create a Google Sheet.
2. Click Extensions, then Apps Script.
3. Paste the contents of the generated `.gs` file, replacing any existing code.
4. Click Deploy, then New deployment. Set type to Web app.
5. Set "Who has access" to Anyone.
6. Copy the Web App URL.
7. Paste the URL into `study$render$google_sheets_endpoint` above and
   re-export the survey.

### Pull live responses

Once the survey is live, read the growing response set with one call. Re-run
this line and everything below it to refresh all results.

```{r live-read, eval = FALSE}
responses <- read_sheet_responses(
  sheet_id   = "YOUR_SHEET_ID",
  instrument = study
)
```

---

## Simulated responses for offline demonstration

The code block below generates 60 plausible responses so the remainder of this
vignette runs without a network connection. Replace `responses` with the output
of `read_sheet_responses()` and re-run from the quality section onward to use
real data.

```{r simulate}
set.seed(2024)
n <- 60

# Each construct is driven by a latent score plus item-level noise.
# Correlations between constructs are introduced by sharing variance.
lat <- function(mu, sigma) pmax(1, pmin(5, round(rnorm(n, mu, sigma))))
add_noise <- function(x, sigma = 0.45) {
  pmax(1L, pmin(5L, as.integer(round(x + rnorm(n, 0, sigma)))))
}

# Higher service quality and sustainability lift satisfaction.
lat_dsqa <- lat(3.7, 0.6)
lat_dsqt <- lat(3.6, 0.6)
lat_dsuq <- lat(3.5, 0.6)
lat_ts   <- pmax(1, pmin(5, round(
  0.4 * lat_dsqa + 0.3 * lat_dsqt + 0.2 * lat_dsuq + rnorm(n, 0.6, 0.3)
)))
lat_bi   <- pmax(1, pmin(5, round(0.7 * lat_ts + rnorm(n, 0.5, 0.4))))

# Digital marketing constructs are loosely correlated with each other.
lat_dmre <- lat(3.8, 0.6)
lat_dmau <- pmax(1, pmin(5, round(0.5 * lat_dmre + rnorm(n, 1.9, 0.4))))
lat_dmeu <- pmax(1, pmin(5, round(0.4 * lat_dmre + rnorm(n, 2.2, 0.4))))
lat_dmpv <- pmax(1, pmin(5, round(0.3 * lat_dmre + rnorm(n, 2.5, 0.4))))

# Repeat visitors score slightly higher on satisfaction and intention.
visitor_type <- sample(c("first_time", "repeat"), n,
                       replace = TRUE, prob = c(0.45, 0.55))
lat_ts[visitor_type == "repeat"] <- pmin(5L, lat_ts[visitor_type == "repeat"] + 1L)
lat_bi[visitor_type == "repeat"] <- pmin(5L, lat_bi[visitor_type == "repeat"] + 1L)

# Build item columns from latent scores.
make_cols <- function(lat, k, prefix) {
  setNames(
    as.data.frame(
      vapply(seq_len(k), function(i) add_noise(lat), integer(n))
    ),
    paste0(prefix, seq_len(k))
  )
}

sim_df <- cbind(
  data.frame(
    respondent_id = sprintf("R%03d", seq_len(n)),
    submitted_at  = format(
      seq(as.POSIXct("2025-01-10 09:00", tz = "UTC"),
          by = "1 hour", length.out = n),
      "%Y-%m-%dT%H:%M:%SZ"
    ),
    started_at = format(
      seq(as.POSIXct("2025-01-10 08:50", tz = "UTC"),
          by = "1 hour", length.out = n),
      "%Y-%m-%dT%H:%M:%SZ"
    ),
    gender = sample(c("male", "female", "transgender"),
                    n, TRUE, c(0.44, 0.55, 0.01)),
    age_band = sample(c("18_25", "26_40", "41_50", "51_60", "60_plus"),
                      n, TRUE, c(0.15, 0.40, 0.25, 0.15, 0.05)),
    visitor_type = visitor_type,
    freq_visit = sample(c("lt_1", "once", "2_3", "gt_3"),
                        n, TRUE, c(0.15, 0.25, 0.35, 0.25)),
    nationality = sample(
      c("thai", "chinese", "japanese", "korean", "indian",
        "australian", "british", "german", "american", "other"),
      n, TRUE),
    education = sample(c("high_school", "diploma", "undergraduate", "post_graduate"),
                       n, TRUE, c(0.05, 0.10, 0.48, 0.37)),
    profession = sample(c("student", "business", "salaried", "freelancer", "not_working"),
                        n, TRUE, c(0.15, 0.20, 0.45, 0.12, 0.08)),
    companion = sample(c("friends", "family", "other"),
                       n, TRUE, c(0.35, 0.55, 0.10)),
    group_size = sample(c("lt_3", "3_5", "gt_5"),
                        n, TRUE, c(0.30, 0.50, 0.20)),
    stringsAsFactors = FALSE
  ),
  make_cols(lat_dmre, 5, "dmre_"),
  make_cols(lat_dmau, 5, "dmau_"),
  make_cols(lat_dmeu, 5, "dmeu_"),
  make_cols(lat_dmpv, 5, "dmpv_"),
  make_cols(lat_dsqa, 4, "dsqa_"),
  make_cols(lat_dsqt, 5, "dsqt_"),
  make_cols(lat_dsuq, 11, "dsuq_"),
  make_cols(lat_ts,   3, "ts_"),
  make_cols(lat_bi,   3, "bi_")
)

# Align the data frame to the instrument.
responses <- read_responses(sim_df, study,
                             respondent_id = "respondent_id",
                             submitted_at  = "submitted_at",
                             meta_cols     = "started_at",
                             strict        = FALSE)

cat("Respondents:", nrow(responses), "\n")
cat("Columns:    ", ncol(responses), "\n")
```

---

## Quality checks

```{r quality}
qr <- quality_report(responses, study, respondent_id = "respondent_id")
quality_summary <- data.frame(
  Metric = c("Respondents", "Items", "Flagged for review", "Flag rate"),
  Value  = c(qr$summary$n_respondents, qr$summary$n_items, qr$summary$n_flagged,
             sprintf("%.1f%%", 100 * qr$summary$flag_rate)),
  stringsAsFactors = FALSE
)
kable(quality_summary, align = c("l", "r"), caption = "Quality screening summary")
```

The flagged count reflects straight-lining detection on simulated data, where
random responses often repeat values. With real survey responses the flagging
rate is typically much lower. The flag marks respondents for researcher review,
not automatic exclusion.

```{r missing}
mr <- missing_data_report(responses, study)
# mr holds $item_missing, $respondent_missing, $patterns, $mcar, and $apa.
kable(mr$item_missing, digits = 2,
      col.names = c("Variable", "Missing (n)", "Missing (%)", "Valid (n)"),
      caption = "Item-level missingness")
# $apa provides a plain-language summary suitable for a methods section.
cat(mr$apa, "\n")
```

---

## Score and describe

`score_scales()` appends one column per scale to the data frame, using the
scoring rules stored in the instrument. If a column with the same name as a
scale already exists in the data frame, `score_scales()` skips that scale so
pre-scored data is never overwritten.

```{r score}
scored <- score_scales(responses, study)

scale_cols <- c("DMRE", "DMAU", "DMEU", "DMPV",
                "DSQA", "DSQT", "DSUQ", "TS", "BI")

# Display scale means and standard deviations as a table
scale_summary <- data.frame(
  Scale = scale_cols,
  Mean  = round(colMeans(scored[, scale_cols], na.rm = TRUE), 2),
  SD    = round(apply(scored[, scale_cols], 2, sd, na.rm = TRUE), 2),
  row.names = NULL
)
kable(scale_summary, digits = 2, caption = "Scale score summary")
```

```{r score-distributions, fig.width = 7, fig.height = 4, fig.align = "left", fig.alt = "Histograms of the scored scale distributions, one panel per scale"}
op <- par(mfrow = c(3, 3), mar = c(4, 3, 2, 1))
for (s in scale_cols) {
  v <- scored[[s]]; v <- v[is.finite(v)]
  hist(v, col = "#16B3B1", border = "white", main = s, xlab = "Score", ylab = "")
}
par(op)
```

---

## Reliability

```{r reliability}
if (requireNamespace("psych", quietly = TRUE)) {
  rr <- reliability_report(scored, study, omega = FALSE)
  rel_df <- do.call(rbind, lapply(rr, function(s) data.frame(
    Scale   = paste0(s$label, " (", s$scale_id, ")"),
    Items   = s$n_items,
    N       = s$n,
    Alpha   = if (!is.null(s$alpha)) sprintf("%.2f", s$alpha) else "n/a",
    stringsAsFactors = FALSE)))
  kable(rel_df, row.names = FALSE, align = c("l", "c", "c", "r"),
        caption = "Scale reliability")
}
```

A Cronbach's alpha of 0.70 or above is conventionally accepted as adequate
internal consistency (Nunnally, 1978). For scales with three or more items,
McDonald's omega is a more accurate estimate because it accounts for unequal
factor loadings across items. Alpha assumes all items load equally on the
factor. Pass `omega = TRUE` when items within a scale differ substantially in
their contribution. See `?reliability_report` for details.

## EFA readiness

Before a confirmatory factor analysis, it is good practice to confirm that the
item correlations are strong enough to support factoring. `efa_report()` runs
the KMO measure of sampling adequacy and Bartlett's test of sphericity, and
uses parallel analysis to suggest the number of factors.

```{r efa, eval=FALSE}
if (requireNamespace("psych", quietly = TRUE)) {
  er <- efa_report(scored, study)
  print(er)
}
```

A KMO value of 0.60 or above and a significant Bartlett test confirm that the
correlation structure supports factor analysis. The suggested factor count from
parallel analysis is a guide. Theory should take precedence.

## Construct validity

`validity_report()` computes composite reliability (CR) and average variance
extracted (AVE) from supplied factor loadings. Discriminant validity is
assessed via the Fornell-Larcker criterion and HTMT when construct scores are
supplied.

```{r validity, eval=FALSE}
# Supply a named list of loadings (construct -> item loadings vector)
loadings_list <- list(
  DMRE = c(dm_1 = 0.78, dm_2 = 0.82, dm_3 = 0.75),
  TS   = c(ts_1 = 0.84, ts_2 = 0.80)
)
vr <- validity_report(loadings_list)
print(vr$reliability)
```

AVE above 0.50 and CR above 0.70 are the conventional thresholds for
convergent validity. The Fornell-Larcker criterion requires that the square
root of each construct's AVE exceeds its highest correlation with any other
construct.

---

## Analysis plan

The plan binds each research question to a statistical technique and the
variable roles it needs. `run_analysis_plan()` executes every block and returns
one result per question.

```{r plan}
study$analysis_plan <- list(
  list(
    id               = "RQ1",
    research_question = "Are digital marketing perceptions associated with tourist satisfaction?",
    family           = "association",
    method           = "correlation_pearson",
    roles            = list(x = "DMRE", y = "TS"),
    options          = list(alpha = 0.05)
  ),
  list(
    id               = "RQ2",
    research_question = "Is service quality associated with tourist satisfaction?",
    family           = "association",
    method           = "correlation_pearson",
    roles            = list(x = "DSQT", y = "TS"),
    options          = list(alpha = 0.05)
  ),
  list(
    id               = "RQ3",
    research_question = "Do service quality and sustainability quality predict satisfaction?",
    family           = "regression",
    method           = "regression_linear",
    roles            = list(predictors = c("DSQA", "DSQT", "DSUQ"),
                            dependent  = "TS"),
    options          = list(alpha = 0.05)
  ),
  list(
    id               = "RQ4",
    research_question = "Do first-time and repeat visitors differ in satisfaction?",
    family           = "group_comparison",
    method           = "mann_whitney",
    roles            = list(group = "visitor_type", outcome = "TS"),
    options          = list(alpha = 0.05)
  ),
  list(
    id               = "RQ5",
    research_question = "Does satisfaction predict behavioural intention?",
    family           = "regression",
    method           = "regression_linear",
    roles            = list(predictors = "TS", dependent = "BI"),
    options          = list(alpha = 0.05)
  )
)

length(study$analysis_plan)
```

---

## Assumption checks

Before running the analysis plan, check statistical assumptions for the
variables involved. `assumption_report()` tests normality (Shapiro-Wilk for
samples below 5,000), homogeneity of variance (Levene) for grouped tests, and
linearity for regression pairs.

```{r assumptions}
if (requireNamespace("psych", quietly = TRUE)) {
  ar <- assumption_report(scored, study)
  print(ar)
}
```

Review the `$normality` and `$homogeneity` slots to decide whether parametric
or non-parametric alternatives are appropriate. The analysis plan can override
the test method per block if the default is not suitable.

---

## Run the analysis plan

```{r run-plan}
results <- run_analysis_plan(scored, study)
```

Each result carries an APA-formatted statistic, an effect size, a writing
prompt, and the methodological reference that supports the chosen test.

```{r show-results}
results_table(results)
```

The full writing prompt for each result is available in `r$prompt`. The first
one reads:

```{r show-prompt}
cat(results[[1]]$prompt)
```

The `prompt` field is a sentence template for the methods or results section.
The researcher fills in the substantive interpretation. The package supplies
the statistic and the label. This separation is intentional: statistical
significance and practical significance are distinct judgements.

### Plots on demand

When ggplot2 is installed, `plots = TRUE` attaches a brand-styled chart to
every supported block: bar charts for frequency and chi-square blocks, and
scatter plots with a regression overlay for correlation and regression
blocks. Plotting stays opt-in, so nothing changes for installations without
ggplot2.

```{r run-plan-plots, eval=requireNamespace("ggplot2", quietly = TRUE), fig.width=7, fig.height=4.5, fig.alt="Chart attached to the first analysis-plan result by run_analysis_plan with plots enabled"}
results_p <- run_analysis_plan(scored, study, plots = TRUE)
first_plot <- Filter(function(r) !is.null(r$plot), results_p)[[1]]
first_plot$plot
```

Inferential blocks also return a `$table` data frame ready for
`knitr::kable()`, and the HTML report picks both up automatically.

---

## Results report

`render_results()` writes one section per research question. `render_report()`
adds a codebook, quality summary, and descriptives alongside the analysis
results.

```{r render-results}
results_path <- render_results(
  results,
  study,
  output_file = file.path(tempdir(), "tourism_results.html")
)
cat("Results report written:", results_path, "\n")
cat("Size:", round(file.size(results_path) / 1024, 1), "KB\n")
```

The results report contains one section per research question, with the APA
statistic, effect size, writing prompt, and the reference for the chosen
method, each paired with its own chart drawn directly beneath its table. A
Likert item's distribution renders as a diverging stacked bar, with agreement
and disagreement categories running away from a shared zero line and any
neutral category split evenly across it, so the balance of opinion is
readable at a glance rather than inferred from a plain frequency bar.

```{r render-report}
render_report(
  study,
  data             = scored,
  output_file      = file.path(tempdir(), "tourism_report.html"),
  include_codebook = TRUE,
  include_quality  = TRUE,
  include_missing  = TRUE,
  include_descriptives = TRUE,
  include_reliability  = TRUE,
  include_analysis = TRUE,
  include_models   = FALSE
)
```

---

## The live workflow

The section below shows the full sequence from a live Google Sheet. Every step
from `read_sheet_responses()` onward is identical to the simulated workflow.
Re-run this block each time you want updated results.

```{r live-workflow, eval = FALSE}
# 1. Pull the latest responses from the Google Sheet.
responses <- read_sheet_responses(
  sheet_id   = "YOUR_SHEET_ID",
  instrument = study
)

# 2. Run quality checks on the new data.
quality_report(responses, study, respondent_id = "respondent_id")

# 3. Score the scales.
scored <- score_scales(responses, study)

# 4. Run the pre-declared analysis plan.
results <- run_analysis_plan(scored, study)

# 5. Render the updated report.
render_report(
  study,
  data             = scored,
  output_file      = "tourism_report_latest.html",
  include_codebook = TRUE,
  include_quality  = TRUE,
  include_missing  = TRUE,
  include_descriptives = TRUE,
  include_reliability  = TRUE,
  include_analysis = TRUE,
  include_models   = FALSE
)
```

As more respondents complete the survey, re-running from the
`read_sheet_responses()` call above refreshes every result, table, and figure
in the report without changing any analysis code.

---

## Summary

The instrument built in this vignette can be loaded into SurveyBuilder for
visual editing or distributed directly as the exported HTML file. The Google
Sheets script connects online submissions to R through a single function call.
Because the questionnaire, the scales, and the analysis plan are stored together
in the sframe, the design and the analysis travel as one object.

```{r citation, eval = FALSE}
citation("surveyframe")
```
