Business research

CHAPTER III - Research Methodology

Introduction

This chapter details the processes and approaches which the researcher utilized in order to complete the research on identifying alternative motivational strategies that can supplement changes in contractual relationships in the hotel industry. It gives a detail of the research methods used along with the approach and various kinds of ways in which the information was gathered in order to make an analysis. Furthermore, this chapter also discusses the various issues related to reliability and validity and ethics.

Research Method

Research method can be described as a way of collecting information in order to do an analysis for the study according to (Bryman, 2003). It can involve a specific instrument, such as a self completion questionnaire or a structured/semi structured interview schedule, or participant observation whereby the researcher listens and watches others. In scientific method there are two different methods available, qualitative and quantitative method. In qualitative method, data is expressed in words where as in quantitative method large amounts of numbers are presented. According to (Smith et al., 1991), qualitative method is as “an array of interpretive techniques which seek to describe, decode, translate and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social worlds”.

For the present study, quantitative method of data collection was utilized where the data is expressed in numbers rather than expressing in large number of words (Bryman, 2007); (Jacobsen, 2002). Since the researcher has no clear vision about the outcome of the study, the quantitative method methodology was adopted, where results from survey was collected by using a questionnaire to gain more knowledge about the subject, it is also possible to reformulate the questionnaire if needed (Jacobsen, 2002).

The current study also used quantitative methods in order to gain more insight into the views of the workers in the hotel industry. The researcher used a questionnaire based survey in order to gather more information which was then analyzed to form a conclusion.

Research Strategy

Research strategy can be defined as a process to provide the researcher a general plan on how to set questions which are based on the research hypothesis, for which research strategy would be helpful (Saunder et al., 2003). For the present study, as suggested by the (Feagin, 1991), interviews and a survey based approach will be used, since the researcher has little control over the events and this is also highlighted by the (Hitchcock, 1995). This approach will be more relevant to this particular research as the researcher wishes to gain rich understanding about the problem between the employees and the management (Saunders et al., 2003).

Research Philosophy

There are three different viewpoints given by many authors pertaining to Ontology, these are as follows: Positivism, Relativism, and Constructionism (Smith et al., 1991). Positivism means reality is independent and external to social actors, whereas relativism refers to the view that reality is external, and its meaning is constructed by social actors. Constructionism refers to the view that reality is not independent and is socially constructed. The researcher used a positivistic approach since it provides theories and has a natural viewpoint (Smith et al., 1991).

Type of Research

There are three specific types of approach explanatory, a casual and a descriptive approach out of which researcher must choose. The particular approach is undertaken as it is a purpose to explain a situation or phenomenon in order to develop unknown and new knowledge. In the present study, researcher aimed to study the changes that happened during economic recession, it was found that descriptive approach was more suitable. However, the researcher usually wants to describe a certain situation within certain period of time when using descriptive approach. However, better understanding and knowledge is essential too, about the area where the study is going to focus and describe the situation or for performing descriptive case study, researchers must develop descriptive theory before starting the project, while doing casual investigations; explanatory case studies are more useful. Since the researchers has no better understanding and knowledge about the present research area, for the present study, exploratory approach will be used.

Research approach

The study design is influenced by the research approach and gives opportunity to the researcher on how each approach would contribute to the present study (Creswell J. W., 2002). Under the research approach there are three different approaches that can be utilized by the researcher, the deductive or quantitative approach, the inductive or qualitative approach and the mixed approach. According to (Bryman, 2003), a research method is simply a method for collecting data. Data can be collected by using a self completion questionnaire or by a self structured/semi structured interviews or participant observation wherein the researcher just watches and listens. Research Approach refers to the approach or the methodology that has been adopted to conduct the research. It basically involves the selection of research questions, the conceptual framework that has to be adopted, the selection of appropriate research method such as primary research, secondary research etc. According to (Mark Saunders, 2006), the research approach indicates whether the use of theory is explicit within the research design. (Mason, 2002), describes the research approach as deciding what theory does for your arguments. Various research approaches have been used to study and understand all the specific problems. There are two types of approaches generally used. They are Inductive approach and Deductive approach.

The deductive and inductive approach

Inductive approach is usually described as moving from the specific observations to broader theories and generalizations. Informally, it is called as a ‘bottom up’ approach. In inductive approach, empirical data are collected and basis of the data concepts and theories are formulated. The conclusion is likely based on premises and it involves a certain degree of uncertainty. Whereas deductive reasoning works from the more general theories and observations to a more specific confirmation.