Research Methods 29/10/2012 Boe Dube 29/10/1980

Complete last weeks task interviews

Secondary and Primary Data Collection Published information available from other sources that has already been gathered. This information is relevant to the problem at hand. Either internal or external to an organisation Primary: Data collected for the first time, by a method other than secondary research, to answer specific questions. Primary data comes from the researcher for the purpose of the specific purpose it hand.

Group Task 1 In groups identify the advantages and disadvantages of using secondary and primary research. Be prepared to report you findings to the group.

Advantages and Disadvantages of Secondary Research Inexpensive Easily accessible Immediately available Will provide essential background and help to clarify or refine research problem – essential for literature review Secondary data sources will provide research method alternatives. Will also alert the researcher to any potential difficulties.

Advantages and Disadvantages of Secondary Research Frequently outdated – e.g. census data Potentially unreliable – not always sure where information has come from May not be applicable – may not totally answer your research questions Lack of availability – i.e. no data available or very difficult to obtain

Advantages and Disadvantages of Primary Research Applicable and usable – if done right Accurate and reliable – can answer your direct research questions Up-to-date – as you have collected the data

Advantages and Disadvantages of Primary Research Expensive Not immediately available – takes time to define problem, sampling frame, method and analysis. Not as readily accessible

Primary Research Methods & Techniques Quantitative Data Qualitative Data Surveys Personal interview (intercepts) Mail In-house, self-administered Telephone, fax, e-mail, Web Experiments Focus groups Individual depth interviews Mechanical observation Human observation Simulation Case studies

Primary Research Methods Experimental (e.g. test marketing) Observational (human and mechanical) Survey (mail, telephone, personal interview, in- house self-administered, online) Focus groups (groups of 8 to 12 people with moderator trying to reach a consensus of opinions)

Group Task 2 Make a list of the advantages & disadvantages of the following research methods as applied to the leisure/travel and tourism sectors: Personal Interviews Mail Surveys Telephone Surveys In-House, Self-Administered Surveys Online Surveys Focus groups

Personal Interviews (including focus groups) Advantages High response rate Great flexibility (ability to adapt/explain questions) Can show or demonstrate items Fuller explanations can be given Very timely data Body language can emphasize responses

Personal Interviews Disadvantages Relatively expensive Possibility of interviewer and interviewee bias Personal nature of questions (e.g., age or income) Respondents not relaxed (put on the spot) Time may not be convenient for respondents

Mail Surveys Advantages Relatively inexpensive No interviewer bias Consistent questions (for all respondents) Large number of respondents can be included Anonymity Respondents can choose the most convenient time to answer

Mail Surveys Disadvantages Low response rates (relative to other survey types) Junk mail syndrome Impersonal nature

Telephone Surveys Advantages More flexibility compared to mail surveys Quicker but will cost you some money (telephone bill) High response rates Disadvantages Interviews tend to be a lot shorter More obtrusive than mail Greater difficulties in rapport building - Researchers cannot study behaviour or body language Long-distance calls are expensive

In-House, Self-Administered Surveys Advantages Completed on-sight by customers within the premises of a leisure and travel organisation Convenient Disadvantages Generate low response rates

Online Surveys Advantages Relative speed and flexibility Large and growing audience Relatively inexpensive Uses graphics and visual aids Disadvantages Technical skills and time required to develop and analyse questionnaires May deter visitors from your website.

Sources of Secondary Research Information for Leisure and Travel External Library – books, journals, newspapers, CD-roms, directories. Internet – on-line computer searches e.g. Data bases, periodicals (Emerald) and newsletters, demographic data (GIS). (URLs and Search engines) Trade associations and societies (also available on internet). Census – also government data on internet Published company accounts

Sources of Secondary Research Information for Leisure and Travel Internal Sales invoices – e.g. memberships or flights sold Usage figures – e.g. leisure centre Personnel records – e.g. staff turnover Sales people – e.g. expense accounts, call reports

Task 3 – Collecting Secondary Data/Information In groups investigate the steps you would need to follow when designing a research proposal

Preparing a Research Proposal The Research Problem Purpose of the research project Data sources and methodology Time, personnel and costs Page 77 Churchill

The Research Problem It is crucial to give a clear definition It is useful to identify its specific components How to define the problem Discussion with the decision maker (final user) Interview with experts in the topic Secondary analysis Qualitative research (e.g. Focus Groups)

Objectives : the research questions They are detailed statements of the specific components of the problem Research questions depend on: Problem definition Theoretical framework Analytical model adopted For conclusive research, it is very helpful to reach a further detail and formulate hypotheses, i.e. unproven statements about a factor or a phenomenon of interest

Data sources Explore available secondary data sources Primary data collection Exploratory research Qualitative research Survey plan Identification of the reference population Definition of the research questions Choice of sampling criteria Definition of the estimation methodology for making inference on the surveyed parameters Choice of sample size Choice of the data-collection method (method of administration) Questionnaire design Costs evaluation

Methodology of analysis Data preparation & coding Cleaning and consistency checks Select a data analysis strategy Statistical techniques Univariate techniques Multivariate techniques