Research Inquiry for Managers - Assignment Example

Research inquiry for managers Introduction Research is an integral and a fundamental aspect of contemporary profit and non-profit organizations (Creswell, 2003). In order to understand the competitor, know the needs, tastes, preferences, expectations and buying behavior patterns, to effectively develop relationships and promote employee growth and in order to make effective, appropriate and sustainable strategic plans; one needs research to accomplish it (Schwab, 2005). The role research play in modern day business and market environments cannot be undermined. This is because it means success or failure of organizations and the ability of organizations to counter shifting political, ecological, social, legal, economical, cultural, and technological external business and market forces (Jennings, 2010). Research in any field help managers in strategizing and managing decision making and problem solving processes, fostering policy making, comprehend the motivations, requirements and the level of satisfaction for end users, in developing and adoption of a new product, and in analyzing field activities and industry needs (Veal, 2005). This report will candidly highlight various issues, concepts and aspects of tourism and leisure research, which will be, constituted in three sections namely section A that shall answer definitions, section B that will offer short answers and section C that will discuss a case study. Section A: Definitions 1. Convenience sampling design 2. Reliability 3. Stratified Sampling design 4. Post modern paradigm 5. Descriptive statistics 6. Population frame 7. Measure of central Tendency  8. Bias 9. Ethics 10.  Exploratory research 11. Purposive sampling 12. The Ratio scale  13. Face Validity 14.  The Frequencies 15.  External validity 16.  Criterion-related validity 17. Snowball Sampling 18. Qualitative Research 19. Focus Group Discussions 20. Quantitative methodology Section B: short answers questions Question 1 The aspect of sampling entails the art, procedure and methods of choosing a proportion of the universe or population in order to establish the distinct traits or attributes of the entire population. It is imperative that the sample chosen is illustrative of the entire population (Schwab, 2005). On the other hand, the sampling frame is, referred to as the listing of all factors/ elements from which the sample is drawn (Jennings, 2010). The most appropriate sampling method is stratified sampling method. Stratified sampling involves setting the population into homogeneous subgroups (Malthotra, et al., 2004). It is imperative that each element of people in the jurisdiction are, allocated definite stratum to minimize the sampling error by ensuring validity between and within strata. The benefits of the stratified sampling method is through the division of the population into individual strata, it allows the researcher to draw conclusions about definite subgroups which would otherwise remain not captured in other random sampling methods (Creswell, 2003). By ensuring strata are picked based on bearing to set criteria rather than sample accessibility and convenience, the method results in effective, accurate and reliable statistical approximation (Veal, 2005). Moreover, the method enables utilization of diverse sampling procedures and allows better correspondence of statistical power of analysis linking strata by sampling equivalent number of inhabitants from strata with different sizes within the jurisdiction (Jennings, 2010). The appropriate sampling frame in this case is use of maps; this will ensure all areas of the sample targeted are effectively covered. Maps ensure the entire population is accurately, represented and ensure no elements of the population are missing. Question 2 To ensure accuracy and eliminate errors during data entry, one should prepare an easy coding system by considering the form the responses will take (Schwab, 2005). This is because coding for open ended and closed questions is not similar. For close questions the ‘yes,’ ‘no,’ and ‘am not sure/ I do not know’ answers, they can be given numerical numbers 1, 2, 3 respectively, which are entered as such during data entry. For open questions, assess the answers and categorize them into adequate diminutive set of varied categories that can thereby be, given codes (Malthotra, et al., 2004). Identify the affirmative end of the scale and verify that all close questions are coded with the higher numbers being allocated to the affirmative end, and lower numbers to negative end of the scale, while middle level of the scale illustrate the neutral point. The coding can be, done on reverse of the above-mentioned scale. Another way of coding is allocating numbers to sample categories e.g. nominal, ordinal and numerical variables to avoid biasness to responses offered and implication of having right or wrong answers. Open questions should come first in the questionnaire and demographic questions last (Jennings, 2010). Examples Demography and correlations data can be, captured by asking them to indicate either male or female. The codes can be, assigned as (1) for female responses and (2) for male responses. For nationality, tourists can tick on the code representative of the continent of origin. Where 1- North America, 2-central & South America, 3-Africa, 4-Asia, 5-Europe. For attitude statement, the response to question of attitude, responses should be coded as positive, neutral and negative with codes of 3, 2, and 1 respectively. Question 3 “The view that the world is guided by scientific rules rather than explained behavior.” this statement belongs to the positivism paradigm. There are three essential paradigms namely Positivism, Constructionism and Interpretivism. Paradigm refers to the overarching perception regarding suitable research practice dependent on ontology and epistemology (Malthotra, et al., 2004). Ontology refers to the basic assumptions regarding the makeup of reality while epistemology refers to basic assumptions regarding what one can understand about reality and regarding the connection between reality and knowledge (Jennings, 2010). Methodology lay down procedures researcher can use to analyze what they consider can be, known. An example of the ontology of positivism is that reality can be, comprehended and there exists causal and universal laws; If human beings were non-existent, might there be planets, rivers, soil? The epistemology of positivism implies that researcher is detached from the scientific study and therefore, reality as a whole is a sum of part- if human beings were non-existent, would there still be nine planets revolving around a star, the sun or the different types of soils? Among positivism methodologies includes use of quantitative and qualitative researches and use of hypothesis. The importance of understanding various paradigms for scientific inquiry is that they help construct the concepts, types, and methods of research used hence ensuring the required data and findings are collected and analyzed effectively and efficiently (Jennings, 2010). Question 4 There are varied methodological frameworks that can be, used to collect data regarding various ideas, attitudes, perception, likes, dislikes, opinions and preferences that a sample population may have, which can be used to form hypothesis, and construct concepts (Veal, 2005). As a manager, I would propose use of action research through use questionnaires. Through use of questionnaires, it is easy to capture diverse nature of information within a short duration of time, the data collected in questionnaires can be, used for future references and the questionnaires can be efficiently be posted, mailed and faxed to tourists. Questionnaires can be, given to a wide variety of tourists with differing demographics, they are cost-effective, they do not necessarily require aforementioned agreements with respondents, they are not susceptible to researcher bias and respondents are more willing to share some information on paper rather than face-to-face (Creswell, 2003). Through questionnaires, a researcher is able to capture the connection between variables, analyze the reason underlying relationships and thereby highlight the nature of contribution to the local economy. Questionnaires can be distributed at home and foreign embassy offices. Question 5 a) To design a research project will entail identifying the research rationale, which is to find out why some of the informational booths, exhibits and displays are alluring visitors. Moreover, specifying the main objective and goal to be, achieved by the research (Malthotra, et al., 2004). It also entails describing the research in terms of duration of time it will take, research methods to be, used materials available to ensure effective research, activity strategies, data analysis and how the findings will be, presented by using tables, charts, tests, and graphs. It is important to draw up a budget to cover research-related costs (Jennings, 2010). The primary empirical data collection method is interviews. b) Research approach refers to choosing the appropriate research questions to ask, identifying the conceptual framework to be, used and choosing the suitable research techniques (Veal, 2005). The research approach adopted should be deductive approach that functions by moving from the general assumptions to more specific by which findings pursue logic from the available facts. Since the staff already has suggestions regarding the issue, deductive approach helps in confirming the already known facts to analyzing specifics; it is, based on objectivity, and is outcome-oriented. c) There are limitations and advantages of selecting interviews as the method of collecting data. The advantages are useful in unraveling complex issues, there are high responses rates, researcher can ask for verifications, suitable for illiterate respondents who cannot answer questionnaires and offers enhanced internal validity (Jennings, 2010). The limitations are they are susceptible to researcher bias, the quantity of responses are minimal compared to use of questionnaires, consumes more time and likelihood of deviation from point of discussion (Creswell, 2003). Section C: Case Study Question 1 Quantitative research design will be the most appropriate for the case study. This is because they allow the researcher to attest and challenge a given assumption. The research design is more likely to offer the resort a more concrete and comprehensive responses to what they want to find out, and the conclusions reached after the data analysis can be validly be discussed and published (Jennings, 2010). This type of research design has the capacity to keep external influence on the research to the minimal hence more credible, accurate and objective findings. Moreover, follow up after quantitative research design is easier. Question 2 The strengths of mail surveys include; use of mail surveys is cost effective and offers the researcher the power to depict the characteristics of an extensive population. The mail surveys are easy to administer in rural, remote and marginalized areas, since majority of these areas have post offices or mail drop off points (Jennings, 2010). Researcher has the flexibility to the study since they can ask as many questions as possible and mail surveys are not subject to researcher bias especially when the questions are, constructed carefully and properly (Malthotra, et al., 2004). The weaknesses of mail survey includes the generalization of questions to suit all respondents, which may fail to achieve conclusive findings, open questions are not viable, it is difficult to judge the quality of answers, not suitable for illiterate respondents, there is no personal contact and long surveys are not practicable (Veal, 2005). The strengths of internet is the ability of the researcher to get large population sample that improves the statistical conclusiveness, there is a high chance to acquire varied samples, reduced researcher expectancy outcomes, direct entry of data to database hence minimized data errors and the method is cost-effective (Jennings, 2010). The weaknesses are inability for researcher to reach samples with no access to internet, double participation of one respondent in the same research and respondents may leave the research unfinished, hence, findings become inconclusive. The strengths of face to face interviews is the ability of the researcher to have personal contact with the interviewee, ability to get responses for those who do not know how to read and write, and the researcher can ask as many questions and in depth (Creswell, 2003). The researcher can observe the respondent and judge the quality of answers and open questions are viable. The weaknesses are the interviews are susceptible to researcher bias, consumes a lot of time, it is costly since the interviewer has to travel long and wide looking for respondents, and there is minimal randomness to meeting and asking respondents questions. The strengths of using the telephone is that the researcher can reach as many respondents as possible from diverse locations, there is personal contact, it consumes relatively less time compared to use of questionnaires and allow respondents to answer questions that they would not otherwise answer if face-to-face method were, used (Jennings, 2010). The weaknesses are that research can be inconclusive when respondent ends the call without any explanations. It is costly, it is not feasible for long research studies and it is not reliable if researcher is, offered misleading telephone numbers and problems of mobile and telephone network (Malthotra, et al., 2004). Moreover, telephone is susceptible to breach of confidentiality as others may listen in on conversations. Question 3 The type of sampling used in mail surveys is systematic sampling. This is, illustrated by handing out of survey forms to every fifth motor vehicle that passes through the entry gate. Systematic sampling entails choosing of every kth element from a sampling frame (Jennings, 2010). K signifies the skip gap. The method is cost effective and time-efficient compared to other random sampling methods. The type of sampling used for internet use is simple random sampling as each tourist of the population sample is, given an equal opportunity to respond. It offers variance and minimizes biasness. The sampling type used for face-to-face interviews is convenience sampling, as the researcher moves around the resort and approaching tourists accessible and ready to respond. Sampling used in the telephone method is purposive sampling. Since the researcher first passed the respondents through some questions before gaining permission to call them later on. Question 4 The method that would give the most representative sample for the High White Alpine Resort is the face-to-face central location method. Population This method will ensure the researcher finds out the satisfaction levels of majority of the population since; the researcher conducts the interviews around the resort in cafes, bars, resort transport, ski runs and lifts. This ensures that majority of the tourist offer their opinions while at the resort and their responses are not, influenced by external factors that the resort has no control over. This allows high sample variance representation. Target population Use of face to face method allow the researcher to screen the population and select the target population sample they want hence saving time to do analysis and thereby getting conclusive findings to what they intend to analyze. Use of another method may lead to over or under representation of the population sample hence influencing the outcomes. Sample, sampling method and sampling frame Through use of face-to-face method, it allow the researcher the flexibility to use any sampling method that best suits the study, and allows the researcher select the population sample effectively and efficiently. Moreover, when drawing up the list of elements from which the sample will be, drawn. Face to face, method allows accurate representation of the whole population thus, minimizing sampling frame errors. Conclusion Research in any field allows for ease in decision making and understanding the needs, preferences, tastes and expectations of the end user. It is as such in tourism. Research in tourism enables tourist managers analyze the satisfaction levels, suitability of various tourism attraction strategies, the needs, preferences and expectations of tourists hence, coming up with foolproof strategic plans that ensures effective gratification of tourists and enrichment of tourists’ experiences in the tourism industry. References Creswell, J.W. 2003. Research design: qualitative, quantitative, and mixed method approaches. London: SAGE. Jennings, G. 2010. Tourism Research (2nd Ed). Milton, Qld: John Wiley & Sons. Malthotra, N., Hall, J., Shaw, M., & Oppenheim, P. 2004. Essentials of Marketing Research: An Applied Orientation. Frenchs Forest: Pearson Education Australia. Schwab, D.P. 2005. Research methods for organizational studies. London: Routledge. Veal, A. J. 2005. Business Research Methods: A Managerial Approach, 2nd Ed. Pearson Education Australia, Frenchs Forest. Read More