RESEARCH METHOD IN THE HOSPITALITY INDUSTRY ASSIGNMENT SAMPLE 2024

Introduction 

The report aims to examine the growth of the hospitality industry and the different methods of research including the primary and secondary research and also the other procedures of the assortment of data. The primary audience for this report is the academic staff and the strength of the research is to develop a deep understanding of the experiences and perspectives of the participants. The limitation of the research study includes the constraints of the use of statistical models, funding constraints and other factors that have the potential to hamper the chances of clarity in the report (Baig et al., 2020). The comparison between the primary and secondary data is that the former functions as the main focus of any analysis whereas the latter are used to describe, interpret, generalise and synthesise the gathered primary source of information. The contrast between the two types of research is that the primary gives direct access to the object of research and the secondary leads to the second-hand information about the topic. The report chooses the research project based on the hospitality industry as it leads to the creation of awareness regarding the sector that is one of the leading economy generation points of the world.

Section 1: Defining Research 

The definition of research is that it is any activity instigated at the level of the institution which aims to add value to the knowledge gaining of the people and the research process (Agostinho et al., 2020). The clarification of the concept of research is that it uses the different theories and constructs to demonstrate the relevance of any topic both theoretical and practical that is essential for gaining an understanding of the knowledge of the hospitality industries (Frederico et al., 2020). The positive aspect of research is that it leads to the solving of problems and the establishment of credibility to any phenomenon that is essential for the generation of new ideas to conduct analysis in the hospitality industries. The analogue of research is that it is a process that builds up to the strengthening of the economy, driving innovation and the advancement of society which are all hugely positive effects (Forbes, 2024). The research process is applied as a knowledge building tool to gain benefits among students and academic scholars such as the encouragement of curiosity, gaining of opportunities and the location of the problem areas within the hospitality industries which is also its another definition. The explanation of the concept of research also includes the fact that it is a careful, systematic and objective investigation to obtain facts that are valid and also to gain outcomes of the work which is necessary to determine new principles in case of a study.

The definition of the research may also be critically analysed as an extremely detailed venture into any specific concerns as well as the problems or issues using the scientific method in hospitality industry. The research is also referred to by many as the manipulation of concepts, symbols or things for the purpose of generalising to extend or verify knowledge which may play an essential role in the development of any theory or for the practice of an art.

The limitation of research includes the constraints of time, limitations of the design of research and the theoretical lack or shortcomings of a study which are more or less outside the control of the research process. The limitations of research tends to help the research process to validate the findings from the field in the light of the circumstances surrounding the issue at stake that is essential for the authenticity of the work (Akanle et al., 2020). The concept of research is defined as an assortment of hypotheses which are integral for making discoveries and a type of organised enquiry to effectively divulge the required information to provide solutions to a problem. The development of any issues or problems encountered within any field such as hospitality industry may be eradicated with the help of research that may lead to the application of theories to define new ideas.

The analogue of the facet of the research is that it is the way of developing solutions to a problem using an operationalizable, common and formal set of criteria which pertain specifically to individuals (Hagman et al., 2022). The hospitality industry is flourishing in the present business landscape due to the advent of the tourist spots and the huge number of people showing interest in tourism that leads to the necessity of research to grow tenfold. The research is defined as the way of removing problems through investigating in detail the challenges and the issues faced by the hospitality industry that may hinder a safe run of business and generation of high revenues. The explanation of research is as a way of developing the lack of information and theories within a particular sector through the help of bibliometric analysis (Al et al., 2024).

Section 2: Explaining Primary Research 

Primary research involves the procedure of collecting data from the latest sources which positively reflects on the investigation of the hospitality industry with recent information. Primary data collection is first-hand experience of data collection, while it is considered as accurate for research’s motives which positively impact the overall data collection method (Kumari, 2022). Primary data collection is based on two categories of data analysis such as quantitative analysis as well as qualitative analysis based on an ample range of latest data on the research topic which is the hospitality industry.

Primary study or data collection is abstracted as well as coded and findings are transformed into a common metric to measure overall effect which positively helps in doing research in health, hospitality and many other industries (Snyder, 2019). There are many methods of primary data collection such as interviews, surveys, questionnaires, focus group interviews, observation, and focus group interviews, which positively support gathering the latest data. In addition to that, other sources of primary data collection are memo motion study, link analysis, experimental, statistical method and others while the collection of fresh information regarding research topics enriches the investigation method. 

Primary data collection is one of the popular collection methods of data and in the case of any research selecting, designing, and developing an instrument is a crucial factor in a research topic. Different factors affect the choosing of an instrument as part of primary data collection and those factors are the type of information needed for the research, cost influence, availability of time and others. Primary data is usually collected based on experiments or surveys and in the case of survey data collection depends on telephonic interviews, mailing questionnaires, telephonic interviews, and different schedules (Pandey and Pandey, 2021).

The questionnaire is one of the instruments that positively helps in collecting primary data economically, is easy to handle, and is one of the common instruments in the research field that positively helps in doing research on the hospitality industry. For primary data collection multistage sampling is highly required and in sampling primary data is inclusive subgroups and original sources of data are called primary as the vast range of information is based on eyewitnesses. Different factors associated with the identification of research methods are the scope of the study, the aim of the research, the size of the sample, the overall goal of the research, user-friendliness to the subject and others (Mwita, 2022).

The interviews are depending on open-ended questions which provide a great scope to gather the latest data based on the assessment of different responses from respondents on the research topic. On the other hand, the survey depends on close-ended questions which positively aids in getting the opinion of respondents which is not elaborate on the research topic and it also collects fresh data from respondents. Different barriers in data collection impact the quality of the research and those factors are the inefficiency of data collectors, vague reports, inconsistent responses and many more which need to be addressed as they may create limitations (Pesec et al., 2021).

Different data collection tools are online surveys, sentence compilation, multiple-choice, mobile surveys, phone surveys and others as the data is not published it creates a positive impact in case of investigation. It may be argued that in the case of data collection, the bias of respondents may spoil the whole research as it provides a negative influence on the research by increasing limitations in an effective manner. The research method is a scientific way to obtain information and for a specific reason while proper training on data collection boosts understanding, ability to account for data as well as writing papers and others (Fitria,  2023).

Section 3: Shedding Light on Secondary Research 

Secondary data collection depicts the process of gathering information that is already collected by others as well as published and it positively reflects on the overall research process. Secondary data collection depicts the investigation process in which information collected from previous studies is assessed while secondary data collection is considered a common, respected and cost-effective approach to maximisation of the usefulness of data (Ruggiano and Perry, 2019). The research in the hospitality industry will be enriched based on in-depth analysis of previously published information and it positively helps in following a subjective approach to do an in-depth assessment.

The secondary sources positively aid in gathering insightful information from a vast range of sources and it helps in addressing different research aims, objectives and questions on the hospitality industry. The secondary data collection positively supports paying attention to different dimensions associated with the research topic and it positively impacts the ability of researchers to reach a positive outcome in an effective manner. Secondary data have been found from various secondary sources and depending on extensive secondary sources positively impacts the overall quality of the research (Sileyew, 2019).

The secondary data collection depends on secondary sources such as books, manuscripts, websites, journals, articles, published research and many more which positively helps in finding desirable data on the research topic. In the contemporary scenario, the introduction of the internet has widened the path of gathering a great range of data due to increasing accessibility and it also positively aids in collecting data from different companies. Secondary data may be collected based on different sources and syndicate services are companies which collect and sell information to boost the overall research process in an effective manner (Patel and Patel, 2019). On the other hand, the websites of the company, government reports, and statistical data based on surveys that have been already published positively reflect the hospitality industry to investigate properly. The secondary data collection has the ability to do the research in a descriptive manner by following thematic analysis which supports creating themes based on the research demand by following the underlying pattern of the investigation. The promise of secondary data collection are several and it includes the collection of the highest quality of information and it helps in following theoretical perspectives, it also helps in developing the ability of investigation in-depth  (Coe et al., 2021).

In secondary research, thematic analysis is based on a scientific process that positively aids in boosting the quality of research by deriving different codes associated with the research and developing different themes. The data has been already collected in this research process which positively increases the overall quality of the investigation due to the highest level of authenticity boosting the overall process. In secondary data collection following ethics is important and data collection as well as analysis supports paying attention to different delicate information associated with the hospitality industry. In the case of secondary data collection issues have been based on different conditions of ethics and it need to be addressed with the help of the investigation in an effective manner (Harriss et al., 2019). It may be argued that in some cases, an inappropriate, irrelevant, gap within information negatively impacts reaching the outcome based on the research aim, objectives as well as questions. Secondary data collection has both advantages as well as disadvantages, while this is considered the easiest of the investigation for novice researchers due to the less complicated manner. On the other hand, it depends on interpretivism research philosophy which positively aids in doing the research by following a subjective manner instead of any generalisation of a research topic. 

Section 4: Identifying the Similarities Between Secondary and Primary Research 

Research refers to the process of collecting in-depth data on a topic to address the issue and it positively aids in reaching a proper outcome which positively impacts the whole research process. There are two prime methods of research primary as well as secondary and these two research processes have several similarities because both methods have the same goal of reaching the outcome of the investigation. In the research process, both the primary as well as secondary research are based on the research aim, research questions and research objectives which aids in reaching the outcome of the research. Research has always taken an aim at providing solutions to address routine problems and different steps of the research are important to achieve success or get desirable outcomes (Bairagi and Munot, 2019). In both secondary and primary research common steps are defining as well as redefining problems, formulating hypotheses for suggested solutions, collection of information from different sources and others. In both cases, following scientific methods is highly required within the research process as vague research positively leads towards failure in the contemporary era. 

In the investigation, following Saunders’ Research Onion framework positively aids in understanding consecutive steps of the research  and it positively helps researchers to conduct both primary as well as secondary data collection. The consecutive steps such as philosophy, approach, strategy, choice, sampling, data collection as well as data analysis positively reflect on following the process of the research. In both cases, Saunders’ research onion framework positively helps in understanding the relevance of each step and identifying issues associated with each step of the investigation effectively (Saunders et al., 2015). In the research process, both secondary as well as primary data collection are dependent on the sampling process which is an essential part of collecting desirable data and different methods of sampling support to boost the investigation. With the help of proper sampling both primary as well as secondary data collection supports gathering information and producing a better investigation on a particular issue related to the hospitality industry. Additionally, inclusion as well as exclusion techniques in sampling for both primary as well as secondary research supports the inclusion of desirable data and replace it with other sets of information. It may be argued that the gap in the sampling impacts both research processes to get an outcome based on the whole research process in the hospitality industry. 

Ethical consideration plays a great role in the research process as following ethics based on the guidelines of the university to do the whole investigation in a constructive manner. In the case of the primary research process, considering the permission of respondents for spontaneous participation is highly required to follow ethics during the investigation process. Apart from that, anonymity or maintaining the privacy of the identity of respondents is highly required within the primary data collection process and violation of ethics impacts privacy. In the secondary data collection process, plagiarism is noted as an unethical condition within the research and it also decreases the overall quality of the research process in the contemporary scenario. Different phases of ethical consideration have been associated with research such as identification of appropriate epistemological orientation, identification of appropriate purpose, communication with the audience, and many more (Suri, 2020). In both primary and secondary data collection privacy of information or data which have been used in the research is highly required to get success after publication of the research. Data privacy violation affects the whole procedure of the research process and protecting the data within the password-encrypted software is highly required and it is another similarity. 

In both primary as well as secondary data collection, both the research processes have limitations and in the case of application, other research limitations need to be mitigated in an effective manner. On a particular note, the following code of conduct supports both reach methods to increase the validity of the investigation and boosts the overall research process with an ample range of data. From the above evaluation, it has been noted that similarities within the research methods also aid in following multi or mixed methods of the research which positively reflects on the quality of the investigation. 

Section 5: Noting the Differences Between Primary and Secondary Research 

Table 1: Differences Between Primary and Secondary Research

(Source: Self-Created) 

Discussion

It has been evident from the above table that primary and secondary research is different in nature and highlights that accessibility of data is one of the key areas of difference between the identified research methods. Moreover, it has also been noted in the table that primary research comes with limited resource accessibility, whereas, secondary research through secondary data is mainly used because of its vast availability.   

In case of investigation, secondary data collection has concentrated on the subjective approach of the research while limited data impacts the style of research in case of primary data collection. The primary data collection offers the scope of collecting fresh data on the hospitality industry while secondary data collection offers to collect data which have already been published and resource based differentiation become prominent in two methods of the research. In two different research processes the philosophy, approaches and others differining and it allows us to do the research in different manners to boost the whole research to get a desirable outcome. 

Section 6: Highlighting the advantages and disadvantages of Primary Research 

Advantages

Primary research comes with numerous benefits and customisation of research activities according to the objectives and questions of the respective investigations may be noted as one of the flexibility and advantages of primary research. The collection of primary data for research purposes helps in gathering quality and reliable data while enhancing the degree of getting real-time access to specific and research-oriented data to develop higher credibility for primary research (Ndwiga, 2023). Moreover, the conduction of primary research provides the respective research studies with first-hand experiences through the gathering of up-to-date information in order to highlight unique perspectives from the gathered data. Primary data may be accumulated in the form of statistical evidence and spatial data which critically impacts the success rate of the relative quantitative studies (Pitaloka et al., 2022). Primary research studies also help in building higher efficacies of research investigations in terms of developing analytical and cognitive thinking abilities of the queries.   

On the other hand, primary research provides the respective studies with greater control over the quality of data which in turn increases the cumulative credibility of gathered data. This helps in the development of higher accuracy within the data collection process of primary research studies and may be accounted as among the major advantages of conducting primary research. The conduction of primary data-based research is aimed at solving the problem of the respective research investigations to serve the research purpose while utilising methods which are best fit for solving the respective problems (Kramer and Dobreva, 2023). The enhanced relativity and objectivity of primary research studies may be noted among the key advantages provided by primary research studies towards the effective conduction of respective hospitality research studies. In addition, the increased scope of managing data privacy due to the personal collection of data by the conductor of respective primary research studies is another pivotal advantage of using primary research in the field of hospitality research.             

Disadvantages 

Despite having enormous potential, primary research comes with various disadvantages as well which reduces the credibility of the cumulative method and makes the method restricted to a certain extent in terms of utilising it in the field of hospitality research. According to previous research studies, the demand for accuracy in running the reliability and validity test for evaluating the appropriateness of gathered primary data may be noted among the detrimental challenges to conducting primary data-powered research (Kumara, 2022). The lack of experience and skill in respective research investigations in gathering primary data is another challenge-cum disadvantage of the primary research method which increases the complexity of the method in applying in the field of hospitality research. In addition, the resource-intensiveness nature of primary research in terms of demanding resources such as time, money and energy may be penned as another disadvantage of primary research which limits the scope of this method in applying it in the backdrop of hospitality research. 

On the flip side, the lack of scope to compare gathered data is another disadvantage of primary research which restricts the ability of this research method to be applied in the vast field of hospitality research. However, clustering the selected sample group into small pieces may help the respective primary research studies to depict increased efficiency and effectiveness (Rahman et al., 2022). Management of participant bias is another key disadvantage of primary research methods which cumulatively affects the overall originality and credibility of the research and increases the degree of complexity in the respective primary research investigations at the same time. Moreover, the complex accessibility of primary research and the restricted research feasibility of the method may be documented as a few other disadvantages of this method which limits the scope of this method to be applied in hospitality research.            

Section 7: Clarifying the Disadvantages and Advantages of Secondary Research 

Advantages 

The robust availability of secondary data sources and the remote accessibility of the highlighted sources may be accounted as one of the key advantages of conducting secondary research which critically enhances the scope of comparing various literary sources. Secondary data resources come with highly valid sets of related data which enhances the relevance of cross-verifying the findings of respective secondary research studies by comparing the findings with earlier findings. According to previous findings, secondary research may be classified into two broad categories in the form of systematic and traditional secondary research which demands the interpretation of associated secondary data feasible to the context of respective studies (Chong and Plonsky, 2023). Additionally, the demand for less cost compared to primary research due to the rapid availability of secondary resources is another key advantage of conducting secondary research which injects high validity and versatility into respective secondary research. 

On the flip side, secondary research investigations promote the generation of new insights from the interpretation of pre-existing data sources and help in exploring the untapped areas in the respective secondary research fields. The use of secondary data sources helps in describing the background-related information of the collected data which helps to better understand the gathered datasets in a broader context. The findings of earlier research depicted that the conduction of secondary research demands the analysis, critiquing and synthesising of primary research studies which help in fostering evidence-based practices in respective research studies (Ralph and Baltes, 2022). The conduction of secondary research helps in the provision of a base or foundation for the respective studies to carry forward further and it may be counted as an advantage for carrying out secondary research studies. Moreover, carrying out secondary research is capable of providing suitable answers to specific research questions and assists in the formulation of certain research designs which is another major advantage of conducting secondary research.            

Disadvantages 

Similar to primary research methods, secondary research also comes with a number of disadvantages which limits the effectiveness and scope of this method in using in the field of hospitality research. One of the key disadvantages of conducting secondary research is data irrelevance which sometimes may result in misdirected findings according to the objectives and aims of the respective secondary research. This critically reduces the feasibility of secondary research in the hospitality-related field and challenges the overall effectiveness of the secondary research method. It has been highlighted in research that the presence of ineffective consent policies is one of the barriers to conducting secondary research studies (Richter et al., 2021). Moreover, the lack of data accuracy is one of the key disadvantages of secondary research which affects the cumulative degree of data integrity and challenges the data feasibility of secondary research when considered from the perspective of hospitality research. 

In contrast, analysing and comparing versatile secondary research resources may often take a fair amount of time which is another major disadvantage of carrying out secondary research queries. Controlling the variables of the research and identifying the interconnection between the research variables is another challenge of conducting secondary research and may be treated as a disadvantage of the highlighted method in the backdrop of hospitality research. Articles highlighted that dealing with the missing links in the pre-existing data sources is among the key disadvantages of secondary research which makes it difficult to explore the missing areas with accuracy (Manu and Akotia, 2021). On the other hand, secondary research studies limit the ability to identify the cause-effect relationship which makes this research method limited to a specific extent and limits the scope of this method in applying to hospitality-related research.              

Section 8: Comparison of Research Paradigms to Provide Personal Suggestions 

Comparison of Interpretivism and Positivism Paradigm

Interpretivism is a method for understanding sociological incidents and a frequently used paradigm in research which demands the analysis of social events or actions by considering the associated culture, beliefs, values and norms of the society where the event takes place. Contradictorily, positivism is a philosophical method which helps in the recognition of data which is verified scientifically and demands mathematical proof as supportive evidence while rejecting the incorporation of theism and metaphysics at the same time. Interpretivism and positivism have been documented as among the most frequently used paradigms which help in directing the philosophical point of view of the respective scientific research studies (Junjie and Yingxin, 2022).

The positivism philosophy believes in objective-oriented outcomes and seeks to use quantitative data for the conduction of the respective research investigations. On the contrary, interpretivism philosophy focuses on understanding the subjectivity of gathered data while taking into account their social and other associated backdrops. However, scholars found that interpretivism is not a rigid method; a few interpretivists are normative-theory-oriented whereas, others focus on free will and an open-ended mentality which helps in the effective explanation of gathered datasets (Lawler and Waldner, 2023). The application of positivism philosophy demands the use of quantitative data type, in contrast, interpretivism philosophy seeks to use qualitative data for the purpose of conducting research studies. The amalgamation of positivism with phenomenological interpretivism may critically assist in solving the methodological problems of international business research studies (Sanchez et al., 2023). Positivism philosophy focuses on gathering data through systematic and scientific information and in contrast, interpretivism is aimed at identifying the subjective underpinnings for the interpretation of gathered data.     

Suggestion

The use of interpretivism philosophy may prove beneficial to be applied in the field of hospitality research as it has the ability to provide the respective research investigations with sharp observation skills which may help in identifying related trends and patterns within the collected data sources. In addition, the utilisation of the interpretivism philosophical paradigm in hospitality research studies may assist in evaluating the underpinned emotions and personal meanings which may promote the process of generating new insights while providing in-detail insights associated with respective research variables.    

Section 9: Comparison of Data Collection, Interpretation and Analysis Methods to Draw Personal Recommendations 

Comparison of Data Collection Process 

There are two different ways which help in collecting relative data for the conduction of the research purposes namely primary data collection and secondary data collection which possess different characteristics. Primary data are usually collected by the conductor of the respective research studies first handedly are surveys, experiments, questionnaires, personal interviews and others which contribute towards the enrichment of first-hand data. On the other hand, secondary data refers to the data which has been collected by someone else earlier for some different purpose and is generally collected by using articles, journals, books and other associated literary sources. Studies noted that the research needs to consider factors such as the selection of research approach, the goal of the research, data type and others before finalising the method of collecting data in order to select objective-oriented data collection methods for the fruitful conduction of respective research investigations.        

Interpretation Method Comparison 

The case study is an effective method for interpreting qualitative data which refers to the process of studying a certain phenomenon or incident to provide a detailed picture of the incident used for the purpose of conducting qualitative research. In contrast, grounded thoery is another method of analysing qualitative data which specifically focuses on an incident in order to identify the association of new theories that are based on the analysis of the data gathered from real-life experiences. The grounded theory has been identified as among the vastly used methodological approaches which help in the interpretation of qualitative data (Stough and Lee, 2021).     

Comparison of Data Analysis Methods 

Thematic analysis is one the most effective ways to analyse qualitative data as it helps in the identification of the underpinned patterns and trends within the gathered datasets in order to generate certain codes to form themes according to the objectives of the research for the interpretation of accumulated qualitative data. Thematic Analysis has been noted as one of the frequently used methods for analysing qualitative data and has been penned as a bunch of methods instead of a single method (Braun and Clarke, 2023). On the other hand, qualitative content analysis is another method of analysing qualitative data which often undertakes the inductive reasoning approach for its effective conduction. The thematic analysis takes into account the realities and experiences of individuals which contradicts the principles of qualitative content analysis that aims to provide a structured assessment of the gathered data to develop an inductive content.    

Personal Recommendations 

The field of hospitality research has vastly been unexplored which clarifies that the utilisation of the interpretivism research paradigm along with the use of secondary data collection method, case study interpretation method and thematic data analysis may act as feasible in the context of hospitality research. The use of the mentioned research tools may help in using pre-existing data sources to observe them sharply for the generation of new insights which have been untapped before. Moreover, the use of the thematic analysis method may help qualitative hospitality research in gathering relevant secondary data sources to find new insights for the logical conduction of the research investigations. 

Conclusion and Discussion 

It has been evident from the above analysis that hospitality research activities may require the use of different methodological selections for effective conduction. The report highlighted the advantages and disadvantages of primary and secondary research methods and noted that primary research is more accurate when handled effectively, whereas, secondary research is more resource efficient. On the other hand, the report critically compared different research paradigms and stated that the use of the interpretivism paradigm may prove beneficial to conduct secondary research which is more feasible in the context of hospitality research. The report also critically compared various data collection methods along with the comparison of data interpretation and data analysis technique which resulted in the provision of personal suggestions to use case study data interpretation technique, secondary data collection method and thematic analysis to conduct hospitality research for the exploration of new areas to shed light on new findings which have been completely ignored earlier. The findings of the present report have helped in providing justification regarding the use of specific methods to influence the effectiveness of hospitality research around the globe.

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