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8/8/2019 RR102 Week 5 Full
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A World Leader in Hotel Management
Swiss Hotel Management School
Researching and
Reporting
Research Design and
Instrumentation
Week 5
8/8/2019 RR102 Week 5 Full
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A World Leader in Hotel Management
Session objectives
• Recap week 5
• Finalize the report components
• Methodology Design Exercise• Discuss qualitative research methods
• Discuss quantitative research methods
• Highlight Sampling and piloting
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A World Leader in Hotel Management
The Onion
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A World Leader in Hotel Management
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A World Leader in Hotel Management
Validity and Reliability
Validity: the degree to which the study accurately asksthe questions it was intended to answer
Reliability: the degree to which the findings are
trustworthy and accurate• Participant error or bias
• Research error or bias
HOW WILL YOU ENSURE VALIDITY ANDRELIABITILY IN YOUR RSEARCH?
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A World Leader in Hotel Management
?
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A World Leader in Hotel Management
Methodology DesignExercise
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A World Leader in Hotel Management
Exercise
• Sort yourselves according to your
Epistemology
• Discuss the reasons why you think this is bestincluding the methodological choices
• Present and defend your idea’s
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A World Leader in Hotel Management
Report Components
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A World Leader in Hotel Management
Academic Format
Abstract
CH 1 Introduction
CH 2 Literature Review
CH 3 Methodology
CH 4 Findings and Analysis
CH 5 Conclusions
References
Appendices
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A World Leader in Hotel Management
Abstract
• Summary covering main
points in research
– Aim
– Gap / Question
– Procedure
– Main Findings
– Conclusion
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A World Leader in Hotel Management
CH1 Introduction
• Clear idea about
concern
• Gap• Research Aim and
Objectives
• Expected relevance
• Structure of report
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A World Leader in Hotel Management
Aim and Objectives
• Aim
– Research purpose
– What do you want to do?
• Objectives
– How are you going to do this?
• To critically analyze the relevant literature…
• To investigate the guest perception on…
• To evaluate and contract the finding with the theory….
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A World Leader in Hotel Management
CH2 Literature Review
In the terms of a literature
review, "the literature"
means the works you
consult in order tounderstand and
investigate your research
project.
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A World Leader in Hotel Management
Literature Review
• The literature review is a critical look at the existing research
(secondary literature) that is significant to your research
• You should evaluate what has already been done, show the
relationships between different work, and show how it relates
to your project
• It is not supposed to be just a summary of other people's
work
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A World Leader in Hotel Management
• What do we already know in the areaconcerned?
• What are the existing theories?
• Are there any inconsistencies or other
shortcomings?• What views need to be (further) tested?
• What evidence is lacking, inconclusive,contradictory or too limited?
• Why study (further) the researchproblem?
Literature Review
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A World Leader in Hotel Management
Literature Review
• A good literature review is an argument that is morepurposeful than a simple review of relevant literature
• The formal literature review is a very specific piece of writingdesigned to:
– inform your readers of your topic
– establish your credibility as a researcher
– argue the need for, and relevance of, your work
– Deduct a hypothesis (if applicable)
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A World Leader in Hotel Management
CH3 Methodology
“The theory of how research
should be undertaken including
the theoretical and
philosophical assumptionsupon which research is based”
(Saunders et al, 2009)
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A World Leader in Hotel Management
Methods
• Interview
• Observation
• Questionnaire
• Focus Group
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A World Leader in Hotel Management
Methods Choices
• Multi method approach – using more then one
data collection method. Either Qualitative or
Quantitative
• Mixed method approach – using both
qualitative and quantitative research methodsin same research
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A World Leader in Hotel Management
Triangulation
• Using more then two
sources of data and/or
data collection methods toincrease the reliability of
research
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A World Leader in Hotel Management
Qualitative vs Quantitative
Design1 Setting 2 Data
3 Relationship with theory
4 Process and procedure
Qualitative1. Emergent design2. Measured by
meanings3. Designing and
creating theory4. Creative
Quantitative1 Pre-ordinate design2 Measurement Usingnumbers3 Impersonal, controlled,confirming theory
4 Rational
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A World Leader in Hotel Management
Practically
Methodology Chapter:
• Study design
• Secondary Research
• Primary Research
– Instrument
– Sampling
– Procedures
– How you will Analyze and Present
• Limitations
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A World Leader in Hotel Management
Findings
and Analysis• Report the facts of the
research
•
Tables and graphs• Quotes from interviewees
• Facts not opinions
• Leading into findings
• Consequences of findings
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A World Leader in Hotel Management
• Reflection on the findings
• Judgment
• Link results to theory from Literature
• Discussion on hypothesis (if applicable)
• Development of theory
• What does this mean for the organisation etc
CH4 Findings
and Analysis
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A World Leader in Hotel Management
CH5 Conclusions
• Conclusion of whole projects, not
just findings
• Did you fulfill your aim and
objectives?• Answer your questions?
• Further research in this field?
• Strengths and Limitations of
research
• Recommendations
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A World Leader in Hotel Management
Any Questions so far?
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A World Leader in Hotel Management
Data Collection Methods
1. Focus Groups2. Interviews3. Observation4. Questionnaires
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A World Leader in Hotel Management
1. Focus Groups
• Information on Motives andAttitudes
• Describing views and Idea’s• Can produce new insights• Information be linked to
demographics• Respondents are free to argue,
disagree and discuss(Saunders et al, 2009)
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A World Leader in Hotel Management
1. Focus Groups
• Though social pressures can
condition responses and
some may dominate
discussion
(Clark, Riley, Wilkie and Wood, 1998:137).
• Recording information needsto be accurate and verified
with the participants(Kumar, 2005)
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2. Interviews
• Quantitative/Qualitative• Highly structured to Highly
unstructured
• Three main types – Structured – Semi-Structured – Unstructured
(Saunders et al, 2009)
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A World Leader in Hotel Management
3. Observation
• Structured observation – Quantitative
• Unstructured observation – Qualitative
(Saunders et al, 2009)
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A World Leader in Hotel Management
4. Questionnaires
• Traditionally positivist research• Can also be used for collecting
qualitative data, or combination,however less in depth
• Ideal for collecting facts/opinionsfrom large sample size
(Saunders et al, 2009)
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Questionnaire Design
• Open ended questions
• Closed ended
– Dichotomous
– Rank Order
– Multiple choice
– Likert Scale (Agree to Disagree)
– Semantic Difference Scale (Rate onword or sentence i.e. Friendly to
Not Friendly)
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A World Leader in Hotel Management
What kind
of questionis this?
Open /
closed /qualitative /
quantitative?
Is it clear? Isit useful?
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A World Leader in Hotel Management
Examples
You are happy in your job!
YES ☐NO☐
Tell me about the things thatmake you happy in this job.
How often does management
try to motivate you and areyou happy with these efforts?
What kind
of questionsare these?
Open /closed /
qualitative /
quantitative?
Are theyclear? Arethey useful?
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A World Leader in Hotel Management
Manage the
Research Instrument• Research design choices influence the choice
of instrument
• Explanation of which, why, when, how you willuse, why in those ways?
• How will you ensure validity and reliability?
• Issues like Sampling and Analysis need
explaining and justifying
• Use of piloting
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A World Leader in Hotel Management
Pilot Testing
testing the research
instrument, filter
any challenges,
check relevance of
data, adapt whereneeded
Instruments
design
It is considered as
good practice if
this is conducted ina dissertation
Data collection
with piloted
instrument
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A World Leader in Hotel Management
Pilot Testing
• Once you have the
research instrument
created:
– Distribute
– Try out