Research in

Hospitality
Jasmin S. Dayunan
College of Hospitality and Tourism Management
 Research Design

• Conceptualizing the Research Design

• Quantitative Research
• Qualitative Research
Intended Learning Outcomes
• Understanding the different research
approaches;
• Differentiate quantitative from
qualitative research; and
• Match a given research problem with
the right research type.
Quantitative Research
• Based entirely on the scientific method
• Utilizes deductive reasoning
• Makes hypothesis – collects data to
investigate a specific problem – analysed
– draw conclusion
Quantitative Research
1. Observe something unknown to you. Try to
check for a theory surrounding the specific
problem
2. Make a hypothesis why such happening
exists
3. Try to predict the outcomes that may
happen based on hypothesis. Make a plan
to check whether your predictions are
correct
4. Collect data and process it
5. Validate the results
Characteristics of Quantitative
Research
• The data are usually collected using
structured research instruments
• The findings are usually based on bigger
sample sizes as it is a representative of the
entire population
• The study can be replicated due to tis high
reliability
• The research questions are clearly defined
where the main focus of the study will be
based
Characteristics of Quantitative
Research
• Rigorous checking of the parts of the study is
done before data are gathered
• Numerical data are the forms from which data
are gathered. These are usually presented in
tables, figures, charts, and other non-textual
styles
• Data are used to generalize findings, predict
future results, or explore causal relationships
• The research tools usually used include
questionnaires and computer software that
collect numerical data.
Types of Quantitative Research
• Descriptive Research
– Type of research design which aims to
describe the present state of an identified
variables
– Used if you want to give systematic
information about an incident or issues
– Usually, researchers do not start with a
hypothesis but most likely to develop one
when data collection is finished
Types of Quantitative Research
• Correlational Research
– Design endeavours to determine the degree
of relationship between and among variables
utilizing statistical data
– Relationship between and among a selection
of facts are searched for and explained
– Trends and patterns are recognized in data
Types of Quantitative Research
• Causal-Comparative or Quasi-Experimental Research
– Attempts to provide a cause-and-effect relationship among
the variables
– Often compared to experiments because of the nature but
with some differences
– An independent variables is usually determined but is not
manipulated
– Effect of the independent variables on the dependent
variables are calculated
– Should utilize those that are formed naturally or groups
that were previously tested as pre-existing
– Determined control groups, which are exposed to the
treatment variables, are then studied and evaluated
against groups that are not.
Types of Quantitative Research
• Experimental Research
– Commonly known as true experimentation
– Utilize scientific method to determine the cause
and effect relationship among a set of variables
forming a study
– Type of research design is done by identifying
and enforcing control on all other variables except
for one
– Randomly assigned, subjects to experimental
treatments are determined in naturally occurring
groups
Qualitative Research
• A focus on the qualities of entities, procedures and
treatments that are usually not examined or
measured through experiments in terms of
quantify frequency, amount or intensity
• Focuses on the nature of reality, usually socially
constructed
• Studies the close relationship between what is
presently studied and the constraints in the
situation shaping the nature of inquiry
• Seeks answers to questions that emphasize the
social experience, how it is created and given
meaning
Qualitative Research
1. Determine a research question
2. Select the main method to use, study site
and subjects for the research.
3. Determine what type of data you will collect
4. Lay down your role as the researcher
5. Examine the ethical implications of the study
6. Start collecting data and continue until
replication of data is achieved and you
cease to get new information
Qualitative Research
7. Interpret the data you collected. Check for
concepts and theories in what you have
gathered
8. Modify the research questions if possible
and start crafting your hypothesis
9. Gather further data to address your
modification. Repeat steps 6 and 7
10.Validate your data
Characteristics of Qualitative
Research
• Qualitative research leads to understanding the
human as an entity and tries to interpret his or her
behaviour
• As qualitative research is changing as the process
unfolds, it is deemed to be active, powerful, and
forceful
• Qualitative research also permits the researchers
to design the study in a variety of ways
• In qualitative research, specific ideas are directed
to form the general understanding of an issue. It
utilizes inductive reasoning
Characteristics of Qualitative
Research
• Qualitative research requires the researcher
to examine the context of the issue at hand
• Data collected and method of collection are
diversified
• As the research delves into textual data, the
research abounds with words and visuals
• Internal analysis is more highlighted in the
data rather than external perceptions about
the topic at hand
Types of Qualitative Research
• Case Study
– Usually involves studying a certain person,
organization, group or situation for a long time
– single-subject research, the focus of the study
is finding the reason why such an occurrence
exists
– Different data collection techniques are used
in this kind of study
Types of Qualitative Research
• Enthnography