RR102 Week 5 Full

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

[email protected]

8/8/2019 RR102 Week 5 Full



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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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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?

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Methodology DesignExercise

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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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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 tounderstand 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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• 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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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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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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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 methodsin same research

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Triangulation

• Using more then two

sources of data and/or

data collection methods toincrease the reliability of

research

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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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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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• 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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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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Any Questions so far?

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Data Collection Methods

1. Focus Groups2. Interviews3. Observation4. Questionnaires

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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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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


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3. Observation

• Structured observation – Quantitative

• Unstructured observation – Qualitative


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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/opinionsfrom large sample size


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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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What kind

of questionis this?

Open /

closed /qualitative /

quantitative?

Is it clear? Isit useful?

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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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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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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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Pilot Testing

• Once you have the

research instrument

created:

– Distribute

– Try out

RR102 Week 5 Full

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