Assignment Sample on CHTM38 Research Methods For The Services Sector
Introduction
The current report is aimed at critically analysing the research methods with a research work
with reference to two different articles.
1.1 Provide a brief overview of the content of each
Article 1 is about implementing a gender approach in the hospitality industry. In order to
understand the inequality and gender discrimination in operational strategies, the researcher has
opted for “semi-structured in-depth interviews with female executives in the Spanish hospitality
industry” (Segovia-Pérez et al. 2019). Article 2 is about “Adventure tourism and the place brand
of Argentina” and to observe adventure tourism, the researcher conducted surveys in the
Aconcagua region (O’Reilly et al. 2022).
1.2 Provide an indication of how the report will be structured
As the main objective of the current report is to analyse the importance of research methods in
research work, the analysis will focus on analysing the research paradigm, approach, design, and
data analysis method in a step-by-step manner. Further strengths and weaknesses of this user
research method are going to be assessed.
1.3 Rationale and Purpose
A proper and strategic research methodology gives the study legitimacy and produces accurate
scientific findings. The purpose of the research method is to provide a complete plan to guide
researchers and keep them on track, enabling a straightforward, effective, and manageable
approach. As the desired outcome is directly related to the chosen research method, it becomes
very important to understand different types of research methods and their impact on the
outcome.
2. Identification and critical evaluation of the methodology and methods used
in each article
Article 1
2.1 Critically evaluate the methodology and methods used in the research
2.1.1 Evaluations of the research paradigms
Research paradigm is the process of identifying the nature of the knowledge based on different
assumptions- interpretivism, positivism, post-positivism, ontology and realism (Alharahsheh and
Pius, 2020). In order to conduct this research work, the researchers have opted for an interpretive
process because here, the researchers aimed to understand the knowledge linked to human and
social sciences of social constructionism of gender stereotypes and from that viewpoint analyse
the root cause of practising gender discrimination in organisational culture. Since humans
interpret their environment and behave accordingly while the rest of the world does not, the
methodologies used to gain knowledge in the human and social sciences cannot be the same as
those used in the physical sciences (Pham, 2018). This is where the interpretivism paradigm got
its importance. The researcher rejected the positivist process because of its objectivity and chose
interpretivism philosophy because the researchers wanted to gain in-depth knowledge on
understanding “the existence of gender differences in leadership style” and having analysed
human experiences.
2.1.2 Analysing the underpinning research approach used
Having analysed Article 1, it was found that in agreement with the initial decision to employ
Risman's model, the data analysis was conducted in two primary parts. The researchers first
conducted a directed analysis using the model, which was followed by a conventional content
analysis (inductive analysis), which was carried out to obtain more pertinent data (Segovia-Pérez
et al. 2019). Hence, it is clear that an inductive approach has been used. According to
Woiceshyn and Daellenbach (2018), the research approach depends on the nature of the research
question being addressed and the context of the study. Research ideas developed solely through
inference from the body of current literature are likely to yield very little progress in the field,
even with a thorough comprehension of it. Using this inductive approach, the researcher can also
discover the "how" and "why" questions' solutions, for example, how the social structure
contributes to gender discrimination and others. As the researcher has already decided to apply a
qualitative research approach, there is no better option than an inductive strategy.
2.1.3 Research design
Article 1's research methodology made clear that an exploratory approach was necessary because
the researchers selected qualitative methods to evaluate women's experiences in leadership roles
in this industry and analyse a number of factors that either help or hinder the advancement of women into management positions in the hospitality sector. Asenahabi (2019), asserted that the
research design is a purposeful procedure that tries to collect data and evaluate it to achieve the
study objectives. In other words, study design serves as a framework for deciding which data
collection and analysis methods to use. Research designs might be either conclusive or
exploratory. The current investigation was conducted using an exploratory research approach.
The exploratory design was chosen because it focuses on the study questions rather than making
an effort to offer conclusive solutions to current problems. It may be argued that exploratory
research provides a strong framework for further, more conclusive research as a result. The
researcher will find it easier to select the sample plan and data collection method once the
exploratory study design has been effectively implemented.
2.1.4 Research methods used
In Article 1, Female executives holding senior positions in the hospitality industry participated
in thirty semi-structured face-to-face interviews. The ages of the participants ranged from 32 to
50. Lower roles in the organisational structure, such as managerial positions at the reception or
other departments, were also taken into consideration, along with senior management levels
(hotel manager and hotel chain manager). Due to the difficulty of finding informants, the first
female executive was chosen from “the Spanish Confederation of Hotels and Tourist
Accommodation (CEHAT)”, and subsequent respondents were found to utilise the "snowball"
sampling approach because it could produce a homogenous and inaccurate sample. However,
this should not be a problem, though, considering the diversity of the interviewers (personal
traits, job, firm, etc.). Hence, this sampling strategy was used (Segovia-Pérez et al. 2019).
2.1.5 Techniques of data analysis
The qualitative study has been used and it has provided a thorough review of the consequences
of discrimination and the workplace experiences of women in the hospitality industry. Because
they had decided to adopt an exploratory approach, the researchers had to apply qualitative
approaches to evaluate women's experiences in leadership roles in this industry. The qualitative
analysis was built on the foundation of semi structured interviews (Adhabi and Anozie, 2017).
Risman's model (Gender as a Social Structure), which also supplied a crucial component of a
new model of gender in the hospitality sector, was substantially incorporated into the initial
design of the interviews and data. Additionally, one must adopt what the author refers to as an
interpretation- rather than a procedure-driven approach while conducting qualitative research
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because it helps to use grounded theory and acquire in-depth knowledge (Twining et al. 2017 &
Weil, 2017). Also, as the reliability of data interpretation is highly dependent on the type of data
analysis selected, a qualitative data analysis method helps to identify and transform the data sets
into meaningful patterns to bring about a near-conclusive idea.
2.2 Strengths and Weaknesses of these approaches
The strength of the current used primary qualitative research method is that the researchers were
able to reach the closest valid form of truth at the end. Individuals who are important provide an
excellent depiction of how others are actually feeling, frequently giving an accurate picture and
measuring what the researcher set out to measure. However, this research methodology has its
own limitations which are also discussed in the article, making it a successful presentation of
research methodology. The fact that generalising qualitative research findings offers more
difficulties than generalising quantitative research findings must be emphasised. But when, as in
the current research, a multidimensional understanding that takes complexity and context into
account is necessary, qualitative analysis is the best choice (Segovia-Pérez et al. 2019). Self-
reflection, which refers to the researcher's participation in the research process and inclusion of
their own positionality in the design, analysis, and interpretive processes, is also one of the key
factors in evaluating the validity of qualitative research.
2.3 Was the used research method the most appropriate?
The main benefit of this type of research methodology for socio-political studies is that it is more
humanistic than the positivist approach. Instead of limiting the study topics to "what is," the
interpretivism approach uses qualitative research to investigate the nature of human emotions.
The current qualitative research method is the most appropriate because an in-depth analysis of
how women in the hotel industry regarded their workplace and the effects of discrimination was
one of the findings of this qualitative study.
2.4 Could other approaches have been used to address the research questions and objectives?
As Article 1 itself mentioned certain limitations of the qualitative research method, for future
analysis, certain alternative methods could be used to address the research questions and
objectives. By studying data at several levels, it is possible to confirm the results and validate the
proposed model. Additionally, combining the results of the qualitative analysis with those of the
quantitative analysis of information pertaining to opinions of the hospitality industry and the
consequences of segregation from a large sample of women and men would offer a different
perspective and contribute to the understanding of the issues. Utilising a variety of techniques
enhances the research procedure as well as the generalizability and dependability of the findings.
2.5 Identification of Theory and Sub-topics
The article successfully discusses the “Gender as a Social Structure” theory base to analyse the
role of women in decision-making positions (Segovia-Pérez et al. 2019). However, nowhere
Feminist theory was used. Further, the application and modification of Risman's model to this
business have assisted in analysing sub-topics like the identification of significant aspects, such
as contextual elements that either impede or support the advancement of women to managerial
positions.
Article 2
2.1 Critically evaluate the methodology and methods used in the research
2.1.1 Evaluations of the research paradigms
There is no clear mention of what type of research paradigm has been selected in Article 2.
Hence, from this viewpoint, when the reader could not find any clear research paradigm and has
to assume one based on the chosen research method, the accuracy of the research method gets
lost.
2.1.2 Research Approach
Again in the given methodology, there is no clear mention of the chosen research approach. The
term "research approach" refers to a general strategy and method for carrying out the
investigation. In light of this, there are three general approaches to research: The deductive
method, the inductive method and the abductive method (Azungah, 2018). To guarantee
accurate, valid results that satisfy their goals and objectives, a methodology describes a
researcher's approach to the research. However, despite all this importance, the research
approach is missing in the article.
2.1.3 Research Design
When used to describe a comprehensive plan for conducting a research endeavour, the definition
of research design that is employed here seems to be the most accurate. In a dissertation, the
researcher may define research design as an overarching plan for how the researcher would
approach the study problem (Asenahabi, 2019 & Ali, 2020 & Queirós et al. 2-17). It acts as a
starting point for deciding on specific methods for gathering and analysing data. However, this
part is missing.
2.1.4 Research methods used
For this study, data were gathered using a tourist intercept approach, where survey-based
interviews with foreign tourists in English on the streets of Mendoza, Argentina were performed.
73% of those in the sample had never been to Argentina, 57% of them are men, and 57% of them
are between the ages of 21 and 30 (O’Reilly et al. 2022). Though it was mentioned clearly,
however, from the survey based-approach, it is understood that the primary quantitative research
method is used.
2.1.5 Techniques of data analysis
In the current article, hypothesis testing has been done along with statistical analysis has been
conducted using the SPSS 26 software and an ANOVA test of means has been done to
understand the importance of Adventure tourism (O’Reilly et al. 2022). The correlations between
the independent variable of destination rating and the dependent variable of travel intentions are
examined in order to evaluate the hypothesis. This means the quantitative research method has
been chosen but not clearly mentioned.
2.2 Strengths and weaknesses of these approaches and why (or why not)
The strength of the research method is that it uses a statistical data analysis method. The
statistical analysis method, which is used to identify patterns and trends, involves the gathering
and processing of data. In order to remove bias from the assessment of data, this technique
employs numerical analysis. This method can be useful when developing statistical models,
organising surveys and studies, and accumulating research interpretations. Statistical analysis is a
scientific tool that helps with the collection and analysis of vast volumes of data in order to
transform enormous amounts of data into valuable knowledge. Simply said, statistical analysis is
a method for analysing data that helps researchers draw meaningful conclusions from
unstructured, unprocessed data. However, the weakness is that the research methodology
presented in Article 2 is not very fulfilling because the structure of the research methodology
does not follow the systematic or logical follow. The research methodology does mention any
specific research paradigm, approach, design or data analysis technique. Though the sample size
and collected data have been analysed properly, still have these mentioned limitations.
2.3 Was the used research method the most appropriate?
Certainly, the chosen primary quantitative research methodology is appropriate for analysing the
scope of adventurous tourism. This analysis helped to understand that in comparison to other
visitors, adventurous travellers place a greater emphasis on the opinions and beliefs of the nation
and people. This is interesting because adventurous visitors did not rank these measurements as
the best features of the location. However, due to lacking clarity in documenting the research
methodology process, it is strongly felt that it could have been documented clearly in a step-by-
step manner. The reader is better able to comprehend the strategy and procedures utilised to
arrive at findings when the research methodology is stated using a systematic method.
Additionally, the findings are well-documented enough for replication by other researchers.
Giving researchers a clear plan to adhere to while conducting their research is helpful. When defending their methods, researchers might address criticism by citing the methodology. This is
why, in Article 2, the requirement for following a system approach in documenting their research
methodology is felt evidently.
2.4 Could other approaches have been used to address the research questions and
objectives? Why or why not?
In order to avoid the biasedness of the quantitative research method, both qualitative and
quantitative research methods (mixed method) could be used to test the reliability of the research
outcome. The main advantage of mixed methods research is the combination of precise, in-depth
insights from qualitative research (like focus groups) and generalizable, simple-to-replicate data
from quantitative research (like surveys) (Taherdoost, 2022 & Toraman and Clark, 2019). The
validity or reliability of the research can be increased by using mixed research because it helps to
enable the triangulation or verification of data or results from several sources or methodologies.
To do this, a more comprehensive and in-depth data set that can adequately depict the variety
and complexity of the research phenomenon must be made available. Additionally, it may be
able to investigate or clarify the results of one strategy using the data or conclusions of another,
enhancing the interpretation or grasp of the study.
2.5 Identification of theory, sub-topics
In Article 2, sub-topics like the concept of advertiser tourism, Mountain-based adventure tourism
and the importance of images of different places in marketing are also discussed from the
viewpoint of Psychometric theory. This theory mostly aids in comprehending why tourists
choose a specific location, how they use the services offered, and how satisfied and needed the
clients are. Therefore, in order to attract tourists, images play an important role in triggering their
interest. Hence, tourism marketers, these days are using images of events or other natural
resources that can help a nation (or a region or a city) attract more tourists, increase their desire
to visit and strengthen their brand abroad. Further, five more characteristics of adventure tourism
have been identified: staying overnight, interacting with the natural environment, risk and hazard
factors, an unknowable outcome, and participant outcome impact (O’Reilly et al. 2022).
Adventure tourism, to put it simply, is about an experience or an accomplishment (such as
climbing a mountain, navigating a desert, meeting a challenge, and others). All this information
helped in a better understanding of adventure tourism in the current analysis.
3. Conclusion
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In conclusion, it can be said that this assignment has been enlightening because it helps to
understand the importance of developing a proper methodology in research work. The further in-
depth analysis explained that in a systematic process, thai methodology involves analysing the
research paradigm, design, approach, data type and collection method and data analysis process.
It has been understood how important the research methodology has been in directing the
researcher on the right path of conducting research work. The major objective of this
investigation is to gather data to identify something's nature in its current state. This analytical
research, on the other hand, aims to assess a hypothesis's viability using the data acquired. It
comprises investigating thoughts and ideas, developing original notions, or applying logic to
already existent concepts. On the other hand, empirical research is based on reliable information
that was either collected through experiments or by observing facts in their natural environments.
In light of the current comparative analysis of both methodologies proved that Article 1 has
successfully pointed out each step of a proper research methodology proving clarity in the
process, which is lacking in Article 2. Hence, it is suggested to future researchers focus on the
research methodology process to conduct the research work successfully.
4. References
Article 1
Adhabi, E. and Anozie, C.B., 2017. Literature review for the type of interview in qualitativehttps://www.researchgate.net/publication/320009898_Literature_Review_for_the_Type_of_Interview_in_Qualitativeresearch. International Journal of Education, 9(3), pp.86-97.
Alharahsheh, H.H. and Pius, A., 2020. A review of key paradigms: Positivism VS interpretivism.
Global Academic Journal of Humanities and Social Sciences, 2(3), pp.39-43.
Asenahabi, B.M., 2019. Basics of research design: A guide to selecting appropriate research
design. International Journal of Contemporary Applied Researches, 6(5), pp.76-89.
Pham, L.T.M., 2018. Qualitative approach to research a review of advantages and disadvantages
of three paradigms: Positivism, interpretivism and critical inquiry. University of Adelaide.
Segovia-Pérez, M., Figueroa-Domecq, C., Fuentes-Moraleda, L. and Muñoz-Mazón, A., 2019.
Incorporating a gender approach in the hospitality industry: Female executives’ perceptions.
International Journal of Hospitality Management, 76, pp.184-193.
Twining, P., Heller, R.S., Nussbaum, M. and Tsai, C.C., 2017. Some guidance on conducting
and reporting qualitative studies. Computers & education, 106, pp.A1-A9.
Weil, S., 2017. The advantages of qualitative research into femicide. Qualitative Sociology
Review, 13(3), pp.118-125.
Woiceshyn, J. and Daellenbach, U., 2018. Evaluating inductive vs deductive research in
management studies: Implications for authors, editors, and reviewers. Qualitative Research in
Organizations and Management: An International Journal, 13(2), pp.183-195.
Article 2
Ali, D.M.M., 2020. Digitization of the emerging economy: An exploratory and explanatory case
study. Journal of Governance and Regulation, 9(4).
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Asenahabi, B.M., 2019. Basics of research design: A guide to selecting appropriate research
design. International Journal of Contemporary Applied Researches, 6(5), pp.76-89.
Azungah, T., 2018. Qualitative research: deductive and inductive approaches to data analysis.
Qualitative research journal, 18(4), pp.383-400.
O’Reilly, N., Nadeau, J. and Warwick, L., 2022. Adventure tourism and the place brand of
Argentina. Journal of Sport & Tourism, 26(3), pp.297-313.
Queirós, A., Faria, D. and Almeida, F., 2017. Strengths and limitations of qualitative and
quantitative research methods. European journal of education studies.
Taherdoost, H., 2022. What are different research approaches? Comprehensive review of
qualitative, quantitative, and mixed method research, their applications, types, and limitations.
Journal of Management Science & Engineering Research, 5(1), pp.53-63.
Toraman, S. and Clark, V.L.P., 2019. Reflections about intersecting mixed methods research
with social network analysis. In Mixed Methods Social Network Analysis (pp. 175-188).
Routledge.
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