Research On Hospitality Industry Assignment Sample 2024
Introduction
In the dynamic environment of hospitality management, research assists in different processes such as “guiding industry practices, strategic decision-making, and innovation”. This report was prepared to highlight the fundamental methodologies of primary and secondary research within the context of the hospitality sector. Primarily aimed at academic scholars, industry professionals, and research enthusiasts, this report seeks to illuminate the nuanced differences, commonalities, advantages, and limitations inherent in both primary and secondary research methodologies.
The rationale behind this report identifies key strategies and methodology which may play an important role in advancing the hospitality industry. Robust research methodologies become important tools for understanding, adapting, and thriving in this ever-evolving environment in the current world of globalisation, technological advancements, and shifting consumer preferences that continue to reshape the landscape of hospitality. This report is targeted at key decision makers in whose knowledge and expert advice is crucial for the planning and conduction of competent and effective research projects in the field of tourism.
Furthermore, data availability, alongside research technique sophistication, offer the need for very well-explained research methods. The role of a hospitality executive entails a comprehensive understanding the ocean of information and this gets further refined by use the primary and secondary research to decipher the hidden business gold. According to this, my dissertation is comprised of exploring these methods much deeper in order to allow the readers and policymakers not only use them but also, put them into practice.
Research provided in the agreement focuses on the breach between the theoretical aspect of the property research and practical business studies in the hospitality industry by amplifying evidence-based research of the mentioned areas. Academic discourse typically concentrates on theoretical frameworks, methodological debates, and the parts of theory that have to be turned into advice that addresses the actual challenges and opportunities that come from work experience. Through the development of this report, researcher propose the implementation of a system that features the exchanging of information by secondary and primary methods of research all of which equally contribute to knowledge transfer and value-making as will be analysed in the following sections.
This report is the guiding light for hospitality research, exemplifying the way of improving healthcare enterprise performance. It also certainty gives a performance edge in the fields of exploration, innovation, and partnership between members of the hospitality community by presenting the complexity of the RQ and SR techniques. This report aims at directing us towards a new age of high-quality research, triggering a better world in the dynamic and fast-paced environment of hospitality management. This is through the analysis and critical reflection, providing practical guidance.
Section 1: What is research
Research is the range of activities directed into getting the new knowledge, exploring or establishing an understanding of a certain subject or event. Undefined
- Systematic Inquiry: In so far, research can be seen as a systematised and organised way to uncover the truth. Davahl et al. (2020) defined it as using data from various sources for the purpose of discovering something new or creating new knowledge.
- Scientific Investigation: The scientific method is basically structured to help scientists understand natural patterns and jigsaws by means of investigation, analysis, and interpretation.
- Exploratory Endeavour: Research is an exploratory pursuit which aims at unveiling the hitherto undiscovered correlations, connections or revelations with a particular area of study, which becomes its purpose. It also inspires observation and forming of hypotheses/questions (Yu et al., 2020).
- Problem-Solving Activity: Research can be seen as the kind of activity which is able to fill knowledge gaps or resolve some uncertainties by means of experiment or research analysis (Newman and Gough, 2020).
- Knowledge Creation: Knowledge production is a process that tries to create new ideas, disclose the root causes of the discipline or field of study, develop and to distinction of new theories and methods (Newman and Gough, 2020).
- Critical Inquiry: Research may occur in a form of the researcher’s critical inquiry of their knowledge of the questions, theories, assumptions, and beliefs to change, improve, or to expand them (Kalyani, 2024).
- Evidence-Based Inquiry: Research implies the gathering of accurate or reliable information/data to test hypothesis, theory or claim, therefore evidence-based methods and strategies can be practiced and implemented for better decision making (Li et al., 2024).
- Continuous Learning Process: Research is a constant process of studying that implies “constant exploration, experimentations, reflections, and ongoing improvement of the methods and approaches used in doing research” in order to achieve new insights and discoveries (Wuyckens, 2024).
- Intellectual Exploration: Research is a quest for knowledge that is often initiated by intellectual curiosity and consistently stimulated by in-depth inquiries, creative ideas, and an open mindset leading to the unexpected achievements, creation or leap of science (Newman and Gough, 2020).
- Contribution to Knowledge: Research is an academic effort, it is intended to either increase knowledge, enhance understanding, or join the debate within a certain discipline, profession, or study field. (Sarkar, 2023).
Overall, Research is a diverse and dynamic process that involves observing, conducting studies, problem-solving, knowledge development, scientific inquiry, scientific investigation, evidence-based inquiry, never-ending learning, intellectual exploration, and to the acquisition of knowledge. It is essential to humankind in the sense that it speeds up the process of acquiring knowledge, it also enables scientific endeavours and it helps in making decisions.
Section 2: what is primary research
Primary research thought as original research or first-hand research is the methodology that the researcher uses on direct his feet to collect information and data from any specific aspects by targeting key participants or conducting in-depth interviews with key stakeholders of the field that is researched (Eryılmaz, 2022). This section of the essay offers a complete overview of the primary research including its nature, types and its contribution in generating new information and views.
Primary research is about collecting and the manipulation of data directly from a first-hand source, either through observation, experimentation, survey, interview or focus group. Primary research focused on collecting phrases and original data according to specific Research questions and objectives.
One of the defining characteristics of primary research is its customisation and specificity according to research topic as well as need. For example, researchers conduct research on the impact of innovation and technology on brand value and performance of the hospitality industry. As per the opinion of Budianto, (2020), the researchers customise entire research questions or survey questions according to the integration of Technology and innovations and their positive and negative impact on the overall performance and effectiveness of the hospitality industry. This customisation also assists researchers in collecting important and relevant data which directly address the Research question hypothesis and objectives.
Method of primary research
Primary research consists of a diverse range to collect information and data according to the research context objective and methodology. However, there are some common and effective methods of primary research as below
Survey: A survey involves the systematic collection of data from samples of respondents or participants through questionnaires or structured interviews. As discussed by Newman and Gough, (2020), survey can be conducted in person over different channels such as phone mail or online depending on the targeted population and Research objective. However, in the current digital and dynamic world researchers mainly focus on online and digital techniques such as surveying different social media platforms to collect opinions and perceptions about any specific as service and guest experience of the hospitality industry.
Experiments: experiments involve manipulating one or more variables in a controlled setting to observe their effect on any specific dependent variable. Experiment design is also a safe way for researchers to establish a causal relationship between different variables and test hypotheses under control conditions.
Interview: The interview involves conducting structured or semi-structured conversations with individuals or groups of individuals to collect opinions and experiences related to the research context or topic. As opined by Dawadi et al., (2021), interviews also assist to provide reach qualitative data and allow for in-depth analysis of complex research issues.
Figure 1: Primary research method
(Source: Self-Created)
Observations: observational research involves systematic observing and recording behaviour interactions or phenomena in their natural settings. Observation studies can be unobtrusive or participant-based depending on the level of research nature and capacity.
Focus groups: Focus Groups involve collecting opinions and experiences by considering a targeted small group of individuals on any specific issue or research topic. Focus Groups facilitate interactive discussion, Idea generation and exploration of diverse perspectives on any research topic and aspect.
Significance and application
Primary research plays an important role in enhancing knowledge theory and practical access to various disciplines and industries. It also plays an important role in generating original data which is effective for addressing specific Research question hypotheses or objectives. Primary research also explores new phenomena and tests hypotheses by collecting first-hand data directly from primary sources. As discussed by Newman and Gough, (2020), primary search is also essential for conducting an empirical study in the ensuing theoretical framework and contributing to scholarly discussion within various fields of study. Researchers also use primary research to investigate new research questions that challenge existing paradigms and collect evidence to support or refute theatrical propositions.
In the business and industry such as the hospitality industry primary search is an important approach for market research, product development, customer inside and competitive analysis. Organisations also use primary research to understand consumers’ preferences, assess market rent and identify unmet needs.
Section 3: What is secondary research
Secondary research also known as death research or indirect research considered by researchers in academic business and social research settings. The current section also conducts a comprehensive overview and understanding of secondary research, its characteristics, methods and importance in supplementary and complementing primary search efforts.
Definition and characteristic
Secondary research involves analysing and explanation of existing research data, information literature or sources relevant to a particular research topic. As defined by Newman and Gough, (2020), the secondary data should be according to specific research topic questions and objectives to provide additional upper hand or support to existing information on primary research collection methods. Secondary research depends on pre-existing data sources that have been collected or documented by other research organisations or institutions.
The main characteristics of secondary research are dependent on secondary data which may include published articles, book reports, database archival records, government documents and other sources of information which already exist in public access. As discussed by Strijker et al., (2020), secondary data sources in academics are ready to be available and accessible which makes the secondary search a cost-effective and time-efficient approach to collect information and insight.
Method of secondary research
The secondary research approaches an array of sources and techniques to acquire and analyse already done pieces of data from others. Several types of secondary research approaches which researchers often tend to go with as the options are pointed out as follows.
Literature review: during this process literature review is a systematic review and analysis, which contains of science studies, articles of scholarly researches and specific topics and concerning questions. Based on the view of Davahli et al. (2020), information in the literature review is usually comprehensive because it offers a general understanding regarding theories, methodology, and findings of the literature that helps the writer to pinpoint topics which could be emphasized more and areas for other studies to be done.
Document analysis: during the document analysis stage, researchers analyse and interpret the contents of texts, reports, documents, fundings, publications and other written material that relate to the core topic under investigation. Rassel et al. (2020) indicate document analysis can be done in two ways either search for diverse opinions and content to provide sufficient information or leave them to look for themes and discourse analysis which will extend the important information or insights from the research on the research topic.Research On Hospitality Industry Assignment Sample 2024
Data mining: Data mining (_There is data mining_), _(this is)_ which is the identification of patterns, trends or insights from large data sets, is achieved by using conceptual techniques and algorithms. As mentioned by [1] (Strijker et al., 2020), data mining technologies are also applicable in identifying correlation associations or patterns in secondary data that can lead to justification more than simply conclusion.
Figure 2: Secondary research method
(Source: Self-Created)
Meta-analysis: meta-analysis is a statistical device that synthesises evidence-based results of multiple empirical studies in search of generalizing the effect size, identifying concomitances, or revealing possible discrepancies in findings. Aggregate meta-analyses are not only instrumental in giving the large-scale empirical context but also can be implemented to produce the collective and conclusive evidence for any research objective or question.
Survey of existing data: a survey of existing data is by all means, all other researcher organizations and institutions are appraised and data examined from sources such as survey censuses or administrative records.
Significance and applications
Secondary searching is an extra tool that is available for supplementary and complementing primary research which works for those researchers who have limited access to primary sources. It also plays an important role in implementing existing data information and knowledge to inform Research question hypotheses or objectives. Secondary research is also essential for conducting a literature review, theoretical analysis and meta-analysis. As opined by Davahli et al., (2020), it also plays an important role in enhancing theoretical knowledge, identifying research gaps or supporting empirical research studies. In the business and industry secondary research assists researchers in evaluating market research competitor analysis trends for casting and strategic planning. Organisations can also use secondary research to collect market insights assess consumer preference identify emerging trends and evaluate industry benchmarking.
Section 4: What are the similarities between Primary and Secondary Research?
Primary and secondary research have different methodologies and approaches to collecting data and analysis, but there are some similarities which are required to understand the research process. The current section provides similarities and importance between primary and secondary research methodologies by highlighting their characteristics and contributions to knowledge generation.
Contribution to knowledge: Both primary and secondary research methodologies contribute to advancement acknowledged within their respective field of inquiry (Alegre et al., 2020). There are key similarities between both research methods are discussed below.
Contribution to knowledge: Thereafter, both primary and secondary research approaches in different directions provably enhance scientific understanding within the scope of chosen research topic and research methodology. Primary research is related to the research that is conducted after collecting new authentic data taking a direct part in the research process. While the primary research seeks to gather data, through literature and sources, thereafter it uses the information to validate or reject the internal theories or findings. According to the article by Giovagnoli et al. (2020), both primary and secondary research not only being the fundamental elements of knowledge creation or dissemination, but also help in building upon the present knowledge by providing the foundation for further investigation and the expansion of the collective understanding of any specific subject or phenomenon.
The study question alignment: Both types of research are conducted according to the study question or theoretical framework that are designed to facilitate their investigation. Researchers, as defined in Miguel et al, 2021, are required to state research questions which are the determinants of the scope, focus and the overall direction of their study. This can either be based on some data that they will collect or it can be on the analysis of a pre-existing source(s). The theorem narrows down the investigation via selecting the direction, scope, and focus. Researchers additionally look to be certain they keep their effort purposely best practice and within scope of the research objective.
Rigorous methodological framework: The techniques envisage such framework design that quality of research findings such as its validity, dependability and integrity is sustained. Primary research relates to designing and carrying out the experimental processes such as surveys, experimental scenarios application and interviews (Alegre et al., 2020). While the starting point for secondary research is systematics such as a document library or literature review of the management framework but it helps in maintaining an overview of the subject of the reserve throughout the course.
Figure 3: Similarities between Primary and Secondary Research
(Source: Self-Created)
Data analysis and interpretation: Indeed, the methodology of main and secondary research combines the types of studies that include the collection of data and the analysis to arrive at the purposeful findings and conclusions on my topics. In primary research, the researcher delves into original data that is mostly from new observation class and survey experiments and at the end identifies specific patterns and trends (Han et al., 2022). From the secondary data, he has worked on analysing the existing literature or sources of different documents with a view of providing necessary data and arguments. On the one hand, the synthesis of reliable data through the primary and the secondary research methodology leads to the insightful findings and decision justification by taking a systematic approach into account.
Potential force analysis and integration: This can be done using either primary or secondary methodology; both allow auditing, cross-study or cross-source of research findings’ analysis and integration. Meta-analysis or systematically review on primary research can synthesize the conclusions from independent studies to give an all-encompassing or elementary view of the research evidence on a particular topic (Han et al., 2022).
In secondary research, researchers can also integrate inside from different sources or research articles to develop a comprehensive theory framework or model. Therefore, it can be concluded that both primary and secondary research methodologies give potential contributions to developing the advancement of knowledge in particular research topics.
Section 5: What are the differentiations between Primary and Secondary Research?
| Aspect | Primary Research | Secondary Research |
| Definition | Involves original data collection from first-hand sources | Involves analysis and synthesis of existing data sources |
| Data Collection | Researchers collect data through methods like surveys, experiments, or observations | Researchers access pre-existing data from sources such as literature, databases, or documents |
| Control over Variables | Researchers have control over the study design and variables | Researchers have limited control over data collection methods and variables (Alegre et al., 2020). |
| Time and Cost | Generally, more time-consuming and costly | Generally, less time-consuming and cost-effective |
| Customization | Can be customised to address specific research questions or objectives | Relies on existing data sources and may lack customization |
| Contextual Understanding | Provides insights into specific contexts or phenomena (Yuldashevich, 2023). | Provides broader context and comparative insights |
| Freshness of Data | Generates fresh, original data | Relies on data that may be dated or previously collected |
| Depth of Analysis | Allows for in-depth exploration and understanding | Provides a breadth of information but may lack depth |
| Research Objectives | Often used to explore new phenomena, test hypotheses, or validate theories | Often used to supplement primary research or provide background information (Rybicki et al., 2022) |
| Ethical Considerations | Requires adherence to ethical guidelines for participant recruitment and data collection | Requires ethical considerations for data usage and citation |
Table 1: Differentiations between Primary and Secondary
(Source: Guo et al., 2020)
Section 6: Advantages and Disadvantages of Primary Research
| Aspect | Advantages | Disadvantages |
| Control | Researchers have full control over study design, methodology, and data collection process, allowing for customization and precision | Requires significant time, effort, and resources to plan, conduct, and analyse data, potentially leading to higher costs |
| Originality | Generates fresh, original data tailored to address specific research questions or objectives, ensuring relevance and accuracy | The time-consuming nature of data collection may delay research progress and dissemination of findings |
| Specificity | Allows researchers to gather precise, detailed information directly from the source, enabling in-depth analysis and insights | Limited sample size or access to participants may constrain the generalizability and applicability of findings |
| Validity | Provides high internal validity as data is collected firsthand, minimising potential for bias or misinterpretation | Vulnerable to researcher bias or subjectivity in data collection, interpretation, or analysis, impacting validity |
| Depth of Insights | Enables researchers to explore complex phenomena or relationships in depth, uncovering nuances and patterns not evident in secondary data | Requires expertise in research design, data collection methods, and analysis techniques to ensure validity and reliability of findings |
| Flexibility | Allows for flexibility in research design and methodology, facilitating adaptation to evolving research questions or unexpected findings | Lack of standardised protocols or procedures may result in inconsistencies or variability across studies |
| Customization | Customizable to suit unique research objectives or contexts, ensuring alignment with specific research goals or hypotheses | Potential for sample selection bias if participants are not representative of target population, limiting generalizability |
| Engagement | Promotes active engagement and participation of researchers in data collection process, fostering deeper understanding and ownership of research outcomes | Demands high level of researcher involvement and commitment throughout all stages of the research process, requiring time and dedication |
Table 2: Advantages and Disadvantages of Primary Research
(Source: Turgut and YILDIRIM, 2020)
The primary research has supported the hospitality industry and its stakeholders to customise their data collection approach to specific needs and objectives. This also assists industry policymakers and Research to address key challenges and opportunities within the industry and specific areas effectively. Apart from this, they also develop an understanding of their preference behaviour and expectations by directly engaging with consumers, employees and other stakeholders which is quite necessary to take active and effective decisions to address challenges if any are observed. As a result, organisations in the hospitality industry can maintain service improvement product development and marketing strategy according to insight and information collected from primary sources. As discussed by Mariani and Baggio, (2020), this research method also provides the hospital industry with a competitive advantage by conducting a primary search to identify emerging trends, consumer preferences and market gaps. As a result, companies can innovate and differentiate their product and services compared with computers to meet dynamic consumer needs. Primary search also provides better control over data quality and is integrated compared with entry research as researchers are required to consider existing research data and analyse it. Whereas researchers have the freedom to utilise and customise overall data aspects over different research factors. Therefore, business organisations can enhance the reliability and validity of data findings.
There are still disadvantages of primary research methods which are required to be considered by researchers and industry policymakers of the hospitality industry. The primary search in the hospital industry can require more resources in the context of time, money and personnel. As opined by Hossain et al., (2022), it also creates challenges for small and medium-category business organisations that have limited resources to conduct market research. Hospitality business organisations may also face challenges in collecting representative samples of their targeted populations, particularly in their consumer base. Therefore, it can also affect the generalizability of research findings. There is also a risk of response bias in the primary research. The respondent may not express their own experience and perception regarding any effects and factors which significantly affect the overall result and analysis. As argued by Rahman, (2020), the hospital organisation is also required to consider ethical guidelines while considering primary research methods to collect information and data from diverse populations, particularly considering participants’ consent, privacy and confidentiality.
Section 7: Advantages and Disadvantages of Secondary Research
| Aspect | Advantages | Disadvantages |
| Access to Existing Data | Access to a wide range of existing data sources, including industry reports, academic journals, and government publications | Potential for outdated or incomplete data, limiting its relevance |
| Cost-Effectiveness | Generally, more cost-effective than primary research, as it avoids the need for data collection from scratch | Quality and reliability of secondary sources may vary |
| Time Efficiency | Time-efficient, as researchers can quickly access and analyse existing data without the need for data collection | Limited control over data collection methods and quality |
| Breadth of Information | Provides a broad overview of the industry, including trends, market conditions, and competitor analysis | Lack of specificity, may not address specific research objectives |
| Comparative Analysis | Enables comparative analysis by accessing data from multiple sources, allowing for benchmarking and trend identification | Data may not be tailored to the specific needs of the researcher |
| Contextual Understanding | Provides context and background information, helping researchers understand industry dynamics and historical trends | Limited ability to explore complex or nuanced issues in depth |
| Risk Reduction | Reduces the risk associated with data collection errors or biases, as secondary data has already been collected and vetted | Potential for bias in the original data sources may affect results |
Table 3: Advantages and Disadvantages of Secondary Research
(Source: Smith et al., 2020)
In the hospital industry, secondary research also plays an important role in making strategic decisions, market analysis and trained forecasting. It presents both some advantages and disadvantages which are required to be considered by policy makers and researchers while preferring secondary research methods to conduct a comprehensive research paper.
The most significant advantage of the secondary method is cost-effectiveness due to fewer resources required as compared with the primary research method. Researchers can take into account the prior data sources, this includes the industry reports, the academy journals and the market analysis and its cheapness due to the fact that it has fewer resource constraints. As mentioned by Shatri (2020), on the other side the cost-effectiveness would be making it a most desirable and attractive research method for small corporations with limited financing where they can obtain valuable information regarding market trends and performance. Secondary research methods also facilitate saving time because researchers do not need to conduct extended data collection processes but rather access and analyse existing data fast. Also, this approach can pull various data sources and analyse them rapidly within a competitive and dynamic business environment to give timely assessments into interested development and formulate strategies on time.
In addition, the secondary research gives an overall picture of the industry such as in trends, market conditions, competitors’ strategies and potential problems and opportunities. As defined by Roussel et al., (2022), this comprehensive information assists organisations in developing effective benchmarking of their performance identifying emerging trends and accessing the competitive environment of the industry. Business organisations can also consider valuable information searches as consumers reference market demand and industry best practices to customise their existing operational strategy and consumer attraction steps. Therefore, companies are ultimately able to enhance their strategic planning and Market positioning by customised and personalised overall strategy and consumer attraction steps.
Apart from this secondary research methods in the hospital industry also have some limitations such as outdated or incomplete data. Sometimes, it is to be noted that the data which has been related to any specific industry or market trend is outdated due to the emergence of new incidents and phenomena in the industry. In the current dynamic and comparative business environment, innovations and strategies have been innovated by policymakers and entrepreneurs which significantly affect the overall business industry and landscape. Therefore, the secondary research method is quite valuable and appropriate for an industry which is rapidly changing (Smith et al., 2020). Furthermore, the quality and reliability of secondary sources are also significant challenges for researchers. The secondary data has been collected by other researchers and individuals based on their perceptions and thinking.
Section 8: Personal suggestion why?- Compare: Research Paradigms (Positivist V Interpretive)
In the hospitality industry research using appropriate research paradigms is also essential for defining the overall direction methodology and outcome of research. There may be important things such as positivism and interpretivism. Each has its advantages and is important in the field of research which makes it more appropriate for the overall research process.
Positivism paradigm
The positivism paradigm highlights objectivity, quantifiability and overall research phenomenon (Alharahsheh and Pius, 2020). In the hospital industry, a positivist approach involves systematic collection on analysis of empirical information to identify causal relationships between different research variables such as technology and overall employee development and enforcement along with customer experience and consumer engagement in the hospitality industry.
Interpretivist Paradigm
Interpretivism highlights subjective contextuality and understanding of the human experience regarding research aspects and factors. In the hospitality industry, the interpretive approach focuses on key factors such as “interviews, observations, and narrative analysis” (Pervin and Mokhtar, 2022). It also explores the subjective perceptions, behaviours, and interactions of individuals within hospitality settings.
| Aspect | Positivist Research | Interpretive Research |
| Advantages | Emphasises objectivity and replicability in data collection and analysis, enhancing the reliability and validity of findings. | Prioritises richness of data and contextual understanding, capturing the complexities and nuances of human experiences. |
| Utilises quantitative methods, allowing for precise measurement of variables and statistical analysis of data. | Utilises qualitative methods, enabling in-depth exploration of subjective perceptions, behaviours, and interactions. | |
| Aims for generalizability of findings, facilitating application across different contexts and populations. | Focuses on understanding the unique social and cultural contexts shaping phenomena, providing insights into diverse perspectives. | |
| Disadvantages | May overlook subjective experiences and cultural influences, leading to reductionist interpretations of complex phenomena. | Subjectivity and researcher bias may influence data collection, analysis, and interpretation, impacting the reliability and validity of findings. |
| Relies on standardised instruments and procedures, potentially limiting the exploration of emergent themes or unanticipated factors. | Lack of quantifiable data may limit the ability to measure and compare variables systematically, reducing the rigour and generalizability of findings. | |
| May prioritise numerical data over qualitative insights, neglecting the richness and depth of human experiences. | May require extensive time and resources for data collection and analysis, particularly when employing qualitative methods. |
Table 4: Positivist Research and Interpretive Research
(Source: Turyahikayo, 2021)
Personal Suggestion:
In the hospitality industry, both positivist and interpretivist paradigms offer valuable insights and methodologies. However, the selection of paradigms also depends on organisational size as well as industry nature (Kumatongo and Muzata, 2021). For example, this study focusses on the impact of service quality on customer satisfaction. Which may benefit from positivist methods to measure and analyse numerical data systematically.
Section 9: Personal suggestion why?- Compare: Data Collection, analysis and Interpretation (Quantitative data V Qualitative Data)
The use of mixed methods involving qualitative and quantitative data collection influences the paper’s final results and data collection techniques. Nevertheless, the thus far given bit delivers a vivid picture of major differences between qualitative and quantitative dataset from the viewpoint of the hotel business.
Qualitative Data collection analysis and interpretation
Quality data may depend on numerical values to assess variables, put up hypotheses and find patterns and relations among these variables by using different statistical analysis. As argued by Mezmir, (2020), the data collection process under this method consists of structured survey experiments or observations with responses quantified or statistical analysis quantity analysis also implements statistical techniques to analyse such as descriptive statistical enforceable test and regression analysis. Interpretations of qualitative findings are also focused on numerical Trend effect size and statistical significance.
Quantitative Data collection analysis and interpretation
Quantitative research focuses on the analysis of subjective experiences and interpretations based on existing data in different research article proposals and published business reports. As opined by Leenatham and Khemavuk, (2020), data collection methods such as interview-focused groups or observations. Under this approach, researchers mainly focused on fast research papers. Qualitative data analysis involves coding and categorising the interpretation of tax or visual data to identify these patterns and the relationship between different variables.
| Aspect | Quantitative Data | Qualitative Methods |
| Richness of Data | Provides numerical data that can be easily analysed and quantified, enabling statistical analysis and measurement of variables. | Captures rich, detailed narratives and insights, allowing for in-depth exploration of complex phenomena. |
| Precision | Offers precise measurements and standardised procedures, enhancing objectivity and reliability of findings. | Allows for nuanced interpretation and understanding of social, cultural, and contextual factors shaping phenomena. |
| Statistical Rigour | Enables rigorous statistical testing, ensuring robustness and validity of research findings. | Focuses on understanding the meanings, interpretations, and subjective experiences underlying data, enhancing depth of analysis. |
| Generalizability | Often aims for generalizability, allowing findings to be applied across different populations or contexts. | Prioritises context and meaning over generalizability, providing insights into social, cultural, and environmental factors. |
| Quantifiable | Facilitates numerical analysis and comparisons, enabling researchers to identify patterns, trends, and relationships systematically. | Allows for flexible and adaptive methodologies, accommodating emergent themes and adapting to fit the research context. |
| Objectivity | Promotes objectivity and replicability in data collection and analysis, enhancing the reliability and validity of findings. | Emphasises reflexivity and transparency, acknowledging the role of the researcher in shaping interpretations and insights. |
| Efficiency | Offers efficient data collection methods, such as surveys or experiments, which can be administered to large samples quickly. | Requires extensive time and resources for data collection and analysis, particularly when employing methods such as interviews or observations. |
| Scope | Enables large-scale studies and quantitative analyses, providing broad overviews and statistical trends across populations. | Focuses on smaller-scale studies and qualitative analyses, delving into individual perspectives, experiences, and contexts. |
| Standardisation | Relies on standardised instruments and procedures, ensuring consistency and comparability across studies and populations. | Allows for flexibility in research design and methodology, accommodating diverse research questions and contexts. |
| Reliability | Offers high levels of reliability and internal validity, as data collection methods are often systematic and replicable. | Prioritises trustworthiness and credibility, ensuring rigour23 and transparency in data collection, analysis, and interpretation. |
Table 5: Quantitative Data and Qualitative Methods
(Source: Macchi et al., 2021)
Personal Suggestion:
Analysing data in the hospitality sector can be done both through the methods of quantitative and qualitative research and prevalence depends to some extent on what questions ask in research, what researcher want to discover, and context researcher are going through (
Fofana et al., 2020). Another situation where quantitative methods are more applicable is where scientists are trying to calculate the relationships, predict outcomes and make generalisations (Islam and Aldaihani, 2022). To illustrate, the investigation that how customer satisfaction levels travel across the chain of hotel may use quantitative sections to measure satisfaction scores systematically.
On the contrary, qualitative research aimed to examine perceptions subjective, culture or use of social settings in the field of hotel industry will have to be used. It also includes conducting qualitative interviews or observation to document various cultural practices to be precise and nuances.
At last, whenever collecting data, doing the analysis, and interpreting there is a choice between quantitative and qualitative methods in hospitality research, such a choice should be guided by the questions asked, the aims set, and the nature of the problem studied (Mattimoe et al., 2021). Augmenting the selection process, researchers should critically evaluate the advantages and disadvantages of each type of research strategy and match it with the research objectives set to choose the best tool that ensures the generation of practical outcomes and growing of the industry´s knowledge.
Conclusion and Discussion
Finally, this paper has critically reviewed the current research approaches using hospitality industry as an example. The general section of the report will discuss research paradigms, which include the differences between positivism and interpretive research approaches and how the two contrast. Thus, the comparison not only helped me in understanding the philosophical framework but it also opened up the issues related to the research methods.
Therefore, the report was enriched with information about the pros and cons of primary and secondary research methods, giving a wide overview of the core features of each of the methods. Primitive investigation proved to be pivotal in getting fresh data that was capable of answering specific questions, but on the other hand, secondary research provided affordable access to existing data sources and a broader range of industry information. Spreading these methods out and critically evaluating them, hospitality researchers will be able to make a thoughtful decision about the method that is suitable for them.
Moreover, the report dealt with the disparities between the quantitative and qualitative data collection, analysis and interpretation approaches, emphasizing the individual roles of these tools in hotel research. The numerical accuracy and the statistical rigor of the quantitative data and the qualitative methodological richness, depth and flexibility of the qualitative methods provided for the generalizability and exploration of complex populations. Through the knowledge of different options, hospitality researchers can pick up the most convenient tactics to conduct relevant experiments and solve the issue properly.
The report emphasized the role of fine-tuning research methods especially tailored to each objective and context of the hospitality research. A researcher may decide to undertake primary or secondary research as well as applied quantitative or qualitative methods. Any of these assumptions, approaches, and considerations should always be taken into account. With a comprehensive and critical framework of research design, data collection, analysis and interpretation, hospitality industry researchers can therefore strengthen the credibility, significance, and influence of their research within the industry.
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