Research Theory Exam. Information from week 1 till week 8 all the information from the book: ''Doing Research, Verhoeven 4th Edition. Obtained grade: 7
Summary Doing Research, ISBN: 9789024424757 Research
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Saxion Hogeschool (Saxion)
International Hotel Management
Research
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Quantitative Research
Q3: Theory exam (individual)
Q4: Assignment exam (group)
Research week 1
Research helps to find decisions
The starting point of research is a situation in the industry, for example: a manager needs to
understand before he can change a situation. Organisations often wonder why something is
happening and they want to know why this is happening. Before we can understand we
need to know how big a problem or situation is.
4 research phases
1. Research objective and research questions
2. Planning of data collection and analysis
3. Execution of the research
4. Analysis and report
Types of research:
1) Descriptive research:
- What is the situation like?
- To what extend…? (focus on quantity) ( only one variable )
Reason to start a research is usually a situation in the industry. Organizations often
wonder why something is happening. Before we can explain why something is
happening, we need to know how big a problem or situation is. Once you know how
big a problem is, you can start looking at possible causes or consequesnces.
2) Exploratory research:
- We know the problem but we aren’t sure of the consequences
- Why does this hotel have few returning guests?
- Why? Which factors?
- Is about one organization
- You are exploring, you don’t know the cause yet
When they say that we are ‘exploring’ the possible causes or consequences of a
problem. We know the problem, but do not know the causes or consequences of the
problem. There is a black box in the problem. Often you will find more causes or
consequences. They always are applicable to more than one organisation.
3) Testing research:
- To what extent is X influencing Y?
- Is about a lot organizations
- You have an idea, but you have to test it
- Testing things that are already there
- Example: I am earning a salary but what does it influence how happy I am
, You know what is happening now. We will test whether the relations ship found in an
earlier study is also applicable to other organisation. We are testing to what extend
we will find the relationship in the currently researched.
The research objective always contains 2 things:
Objective within the research:
The knowledge that the research should provide
The objective of the research:
The relevance of the research, the why of the research and/or the motivation for the
research.
Formulation of a research objective
The objective of this research is to gain insight to… in order to formulate
recommendations on….
The objective of this research is to contribute to a solution for… by collecting knowledge
about…
In research, one wishes to say something about a group of people or about organisations.
Such a group of people is called the population.
The population is investigated for characteristics. These characteristics are called variables.
Requirements of a research question:
- Starts with a capital letter and ends with a question mark
- Formulated as neutral as possible / never an opinion in it
- Focused on information / not on a solution (no ‘how to’ questions)
- Formulated specifically (=with details, so more information)
Research week 2
Form central questions to sub-questions:
Determine what the variables or core concepts in the central questions are
Break down each variable/core concept into aspects
For example: this could be done on basis of literature, conversations with the client
or brainstorm sessions
Together with the client, determine which of these aspects should be included in the
research
Make sure each chosen aspect is part of the research question
They have to be smaller than the central questions
EXAMPLE
Central research question:
, To what degree did the promotion campaign of tour operator Q prove to be a success?
AIDA Model
• Sub-question 1: What was the effect of the promotion
campaign on the attention of the target group for
products of tour operator Q?
• Sub-question 2: What was the effect of the promotion
campaign on the interest of the target group for
products of tour operator Q?
• Sub-question 3: What was the effect of the promotion
campaign on the desire of the target group for products of tour operator Q?
• Sub-question 4: What was the effect of the promotion campaign on the action of the
target group for products of tour operator Q?
Requirements sub-questions:
Sub-questions must be relevant
Sub-questions don’t overlap but complement each other
Sub-questions are more specific than the concepts used from the problem description
Example descriptive question:
To what extent are students satisfied with teaching styles of teachers at HM Saxion? (*
variable)
Example descriptive sub-question:
To what extent are students satisfied with face to face teaching styles at HM Saxion?
To what extent are students satisfied with digital teaching styles at HM Saxion?
Example testing question:
To what extent does the religion of the student influence the satisfaction with the
teaching styles of teachers at HM Saxion? (* variable)
X is influencing Y.
Subquestion: To what extend does the religion of the students influence the satisfaction
with the teaching style of teachers at HM Saxion?
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