Swiss Hotel Management School

Researching and
Reporting

Research Design and

Instrumentation

Week 5

Jgreven@shms.com

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 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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 The Onion

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A World Leader in Hotel Management

 Validity and Reliability

Validity: the degree to which the study accurately asks

the 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 AND

RELIABITILY IN YOUR RSEARCH?

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?

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Methodology Design
Exercise

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 Exercise

•  Sort yourselves according to your

Epistemology
•  Discuss the reasons why you think this is best
including the methodological choices
•  Present and defend your idea’s

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Report Components

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 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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 Abstract

•  Summary covering main

points in research
–  Aim
–  Gap / Question
–  Procedure
–  Main Findings
–  Conclusion

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 CH1 Introduction

•  Clear idea about

concern
•  Gap
•  Research Aim and
Objectives
•  Expected relevance
•  Structure of report

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 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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 CH2 Literature Review

In the terms of a literature

review, "the literature"
means the works you
consult in order to
understand and
investigate your research
project.

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 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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 Literature Review

•  What do we already know in the area

concerned?
•  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 research
problem?

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 Literature Review

•  A good literature review is an argument that is more

purposeful than a simple review of relevant literature

•  The formal literature review is a very specific piece of writing

designed 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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 CH3 Methodology

“The theory of how research

should be undertaken including
the theoretical and
philosophical assumptions
upon which research is based”

(Saunders et al, 2009)

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 Methodology

•  How are you going to do your research?

•  Which methods?
•  Why those?
•  How will you use them? Where?
•  How will you analyse the data?
•  Philosophy
•  Limitations / Evaluate

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 Methods

•  Interview
•  Observation
•  Questionnaire
•  Focus Group

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 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 methods
in same research
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 Triangulation

•  Using more then two

sources of data and/or
data collection methods to
increase the reliability of
research

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 Qualitative vs Quantitative

Design
Quantitative
Qualitative

1 Setting
1 Pre-ordinate design
1. Emergent design




2 Data
2 Measurement Using
2. Measured by
numbers
meanings

3 Relationship with theory

3 Impersonal, controlled,
3. Designing and
confirming theory
creating theory

4 Process and procedure

4 Rational 4. Creative

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 Practically

Methodology Chapter:

•  Study design
•  Secondary Research
•  Primary Research
–  Instrument
–  Sampling
–  Procedures
–  How you will Analyze and Present
•  Limitations

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 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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 CH4 Findings
and Analysis
•  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

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 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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 Learning Objectives

•  Creating aim and objectives

•  Secondary and Primary research

•  Critically reviewing the literature

•  Aim and Objectives

•  Academic Reports Components

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Any Questions so far?

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 Data Collection Methods

1.  Focus Groups

2.  Interviews

3.  Observation

4.  Questionnaires

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 1. Focus Groups

•  Information on Motives and

Attitudes

•  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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 1. Focus Groups

•  Though social pressures can

condition responses and
some may dominate
discussion
(Clark, Riley, Wilkie and Wood, 1998:137).

•  Recording information needs

to 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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 3. Observation

•  Structured observation

–  Quantitative

•  Unstructured observation

–  Qualitative

(Saunders et al, 2009)

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 4. Questionnaires

•  Traditionally positivist research

•  Can also be used for collecting

qualitative data, or combination,
however less in depth

•  Ideal for collecting facts/opinions

from 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 on
word or sentence i.e. Friendly to
Not Friendly)
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 What kind
of question
is this?

Open /
closed /
qualitative /
quantitative?

Is it clear? Is
it useful?

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 Examples

  You are happy in your job! What kind

YES ☐ NO ☐ of questions
are these?
  Tell me about the things that Open /
make you happy in this job. closed /
qualitative /
  How often does management quantitative?
try to motivate you and are Are they
you happy with these efforts?
clear? Are
they useful?
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 Manage the
Research Instrument
•  Research design choices influence the choice
of instrument
•  Explanation of which, why, when, how you will
use, 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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 Pilot Testing
testing the research
instrument, filter
any challenges,
check relevance of
data, adapt where
needed

Instruments
It is considered as Data collection
design
good practice if with piloted
this is conducted in instrument

a dissertation

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 Pilot Testing

•  Once you have the

research instrument
created:

–  Distribute
–  Try out

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