HOSPITALITY RESEARCH

METHODS & TECHNIQUES

(RESEARCH 1)
Definition, Goal, Purpose, Importance
Differences

Presentation 1
 Research is a method of acquiring knowledge based on
scientific method of inquiry to enrich the system of
objective knowledge in the fields of natural and social
sciences.
Polit & Beck (2001) stated that research is a systematic
inquiry that uses disciplined methods to answer questions
or solve problems. The goals of research are develop,
refine, and expand a body of knowledge.
 Palispis (2001) cited that research is carried out for a
specific purpose to answer specific questions to solve a
particular problem or issue. It seeks new knowledge and
provide and provides useful information in the form of
verifiable data. It contributes to the attainment of
development goals of a nation. Research is not only
conducted because it is a pre-requisite to obtain a degree,
but more so because it can potentially mobilize society.
Goals of Research

Goals in conducting research as cited in Cristobal &

Cristobal (2013) are as follows:
To produce Evidence-Based Practice
To establish Credibility on the Profession
To observe Accountability for the profession
To Promote Cost-Effectiveness Through Documentation

Purpose of Research

Research provide a scientific basis for any practice or

methodology in any field
Research is undertaken for sustainable development of
and further productivity in any field like education,
management , hospitality, and other areas
Research develop tools for assessing the effectiveness of
any practice
Purpose of Research

Research provides solutions to problems encountered in

the different areas of work
Research develops and evaluates alternative approaches
to the educational aspects of any discipline
Research advances the personal and professional
qualifications of a practitioner
Characteristics of Research
1. Controlled
Control implies that, in exploring causality in relation to
two variables, the study is set up in a way that minimizes
the effects of other factors affecting the relationship.
1. Rigorous
Ensures that procedures followed to find answer to
questions are relevant, appropriate and justified.
Characteristics of Research
3. Systematic
The procedures adopted to undertake an investigation
follow a certain logical sequence.
4. Valid and verifiable
This implies that whatever once can conclude on the
basis of the findings is correct and can be verified by
others too.
 Characteristics of Research
5. Empirical
Any conclusion drawn is based upon hard evidence
gathered from information collected from real life
experience or observation
6. Critical
Critical scrutiny of the procedures used nad the methods
employed is important to a research inquiry. The process
of investigation must be free from any drawbacks. The
process and the procedures used must be able to
withstand critical scrutiny
 Characteristics of Research Process
According to Leedy( 2011) , the process has the following
characteristics:
Research originates with a questions or problem
Researchers require a clear articulation of a goal
Research requires a specific plan of procedure
Research usually divides the principal problems into more
manageable sub-problems
Researchers are guided by specific research problems;
question or hypothesis
 Characteristics of Research Process
According to Leedy (2011), the process has the following
characteristics:
Research accepts certain critical assumption
Research requires the collection and interpretation of data
in attempting to resolve the problem that initiated the
research
Research is by its nature, cyclical
Classification of Research
According to design and methodology, a research can
be qualitative or quantitative in nature. The first aims to
describe, predict and explain. The second aims to explore
and describe. There is also a third type called the mixed-
method research.
Importance of Research
To determine the accuracy or otherwise and validity of
popular beliefs, and religious practices by submitting them
to systematic scrutiny
To enhance, modify or refine our knowledge of
phenomenon or various theories surrounding our
environment and society
To generate new concepts and explanations of existing
rules and policies, beliefs and practices, economics,
political or social system
To find answers to particular existing questions through
investigation.
To evaluate the findings of other researches/studies or
build on where they stopped
Quantitative Research
Quantitative research is a traditional, positivist, scientific
method which refers to a general set order by disciplined
procedures to acquire information (de Belen, 2015).

According to Cristobal & Cristobal (2013), quantitative

research utilizes a deductive reasoning to generate
predictions that are tested in the real world.
Quantitative Research
It is systematic. It means that the researcher progresses
logically through a series of steps according to a pre-
specified plan of action.
The evidence for a study is gathered according to the
established plan through structured instruments. Usually
the information gathered in such study is quantitative, i.e,
numeric information that results from some type of a
formal measurement, ans is analyzed with statistical
procedures.
Types of Quantitative Research
1. Survey Research
Survey research uses interviews, questionnaires, and sampling
to get a sense of behavior with intense precision. It allows
researchers to judge behavior and then present the findings in
an accurate way. Survey research can be conducted around
one group specifically or used to compare several groups.
2. Correlational Research
Tests for the relationship between two variables. Performing
correlational research is done to establish what the effect of
one on the other might be and how that affects the relationship.
The purpose is to use two or more variables to better
understand the conditions of events that we encounter, to
predict future conditions and events and correlation does not
always mean causation.
Differences Between qualitative and
quantitative approaches
Orientation Quantitative
Assumption about the A single reality, i.e., can
world be measured by an
instrument
Research Purpose Establish relationships
between measured
variables
Research methods and - Procedures are
processes established before
study begins
- A hypothesis is
formulated before
research can begin
- Deductive in nature
Qualitative
Multiple realities
Understanding a social
situation from
participants perspectives
- flexible, changing
strategies;
- Design emerges as
data are collected;
- A hypothesis is not
needed to begin;
- Inductive in nature
Differences Between qualitative and
quantitative approaches
Orientation Quantitative Qualitative
Researchers role The researcher is ideally The researchers
an objective observer participated and
who neither participates becomes immersed in
in or influences what is the research/social
being studied setting.

Generalizability - Universal context - Detailed context-

free generalizations based generalization
Differences Between qualitative and
quantitative approaches
Sources of Differences Qualitative Research Quantitative Research
Method Method
When to use it? - when in depth - To get a broad
understanding of a comprehensive
specific issue is understanding of the
required situation
- To understand - To get socio-
behavior, perception demographic
and priorities of characteristics of the
affected community population
- To explain information - To compare relations
provided through and correlations
quantitative data between different
- To emphasize holistic issues
approach (process & - When accurate and
outcomes) precise data is
required
Differences Between qualitative and
quantitative approaches
Sources of Differences Qualitative Research Quantitative Research
Method Method
When to use it? - When the assessor - To produce evidence
only knows roughly in about the type and
advance what he/she size of problems
is looking for - When the assessor
- Recommended during knows clearly in
earlier phases of advance what he/she
assessments is looking for
- Recommended during
latter phases of
assessment
Differences Between qualitative and
quantitative approaches
Sources of Differences Qualitative Research Quantitative Research
Method Method
Objectives and main - To explore, understand - To seek precise
features phenomena measurement,
- Provides in depth quantify, confirm
understanding of specific
hypotheses
issues
- Detailed and complete - Provides a general
information, overview
contextualization, - Provides demographic
interpretation and characteristics
description - Objective and reliable
- Perspectives, opinions - Apt for generalization
and explanations of - Objectively verifiable
affected populations
- Prediction, causal
toward events, beliefs or
practices explanation
Differences Between qualitative and
quantitative approaches
Sources of Differences Qualitative Research Quantitative Research
Method Method
Data Format - Data can be observed - Data which can be
but not measured counted or measured
- Mainly textual (words, . Involves amount
pictures, audio, measurement or
vides), but also anything of quantity
categorical - Mainly numerical and
categorical values
Answers the questions - Answers the -answers a controlled
questions arising sequence of questions
during the discussion with predetermined
- How? possible answers
- Why? - What?
- What do I need to - How many?
look for in more detail - Questions are closed
- Questions are
generally open ended
Differences Between qualitative and
quantitative approaches
Sources of Differences Qualitative Research Quantitative Research
Method Method
Perspective - Look at the whole - Looks at specific
context from within aspects from outside
- Searchers for patterns
- Lends itself to
community
participation. Seeks
depth of perspective
though ongoing
analysis
Differences Between qualitative and
quantitative approaches
Sources of Differences Qualitative Research Quantitative Research
Method Method
Methods - Individual Interviews - Quick counting
- Key informant estimated
interviews - Sampling surveys
- Semi-structured - Population movement
interviews tracking
- Focus group - Registration
discussion - Structured interviews
- observation

Sampling - -Non-random - Random

(purposive)
Differences Between qualitative and
quantitative approaches
Sources of Differences Qualitative Research Quantitative Research
Method Method
Study design and - Flexible, the assessor - Fixed, standards
instrument is the primary control the assessors
instrument for data bias
collection and
analysis

Questionnaire tool - Checklist with open - Predetermined

types questions and flexible questionnaire with
sequence sequence and structure
Differences Between qualitative and
quantitative approaches
Sources of Differences Qualitative Research Quantitative Research
Method Method
Analysis - Use inductive reasoning - Uses deductive
- Involves a systematic methods
and iterative process of - Descriptive statistics
searching, categorizing
- Inferential statistics
and integrating data
- Describes the meaning
of research findings from
the perspective of the
research participants
- Involves developing
generalizations from
limited number of
specific observations or
experiences
- Analysis is descriptive
References

Almeida, A.B.; Gaerlan, A. A; Manly, N.E (2016) Research

Fundamentals from Concepts to Output. Adriana
Publishing, Inc.
Bueno, D. C. (2016) Educaztional RESEarch Writing Made
Easy. Great Books Trading . Philippines
Cristobal, A. P.; Cristobal, M. C. (2013) Research Made
Easier A Step-by-Step Process. C & E.
Publishing, Quezon City