HPC319 Research in Hospitality Steps in Research:

MODULE 1: NATURE OF INQUIRY AND RESEARCH 1. Identification of the problem

2. Data collection
Origin and Nature of Research 3. Formulation
Research comes from the Greek word istoria [pronounced as istͻ’ria] which 4. Analysis interpretation of data
means inquiry –a process which is done using scientific methods. It is an Plagiarism is an ethical copying the works and idea with other without siting
investigation of any world phenomenon of which the researcher’s ultimate sources or permission from the author.
purpose is to find an answer to a research topic in question.
Steps to avoid plagiarism:
Consider the following definitions of research:
1. Paraphrase
 Research derives new knowledge, generally involving studious 2. Put quotation mark
inquiry and a search for new theories in order to contribute to an 3. Acknowledging the author or site the sources
existing academic wealth of knowledge (Oldfield, 2015). 4. Ran the plagiarism checker
 Research includes any gathering of data, information and facts for
the advancement of knowledge (Shuttleworth, 2011). Below are common practices of circumventing the act of plagiarism
 Research is a systematic process of collecting and logically either intentional or unintentional:
analyzing information (data) to gain new knowledge or to
1. Always take note of the source of information used and label each
complement an existing one (Adanza, 2002)
borrowed material with the basic referencing details.
2 words to remember: 2. Prepare a data sourcing plan indicating the information needed and the
ways of handling them right.
Phenomenon is any occurrence or happening that is naturally observable 3. Never ever copy and paste ready-to-use information.
using the senses. It is investigated usually because it is either unusual or 4. Paraphrase original text and cite the source explicitly.
difficult to understand. Examples include climate change, bullying, financial 5. Properly quote sources and enclose borrowed statement with quotation
literacy, among others. marks.
6. Keep a source trail.
Scientific method is a method in research that follows certain procedures as
7. Never copy the assignment output nor the answers of your classmates and
problem identification, data collection, formulation and testing if hypothesis,
submit them under one’s own.
analysis and interpretation of data.
8. Always make a reference page of the cited works at the end of the own
The Importance of Research in Daily Life work.
Characteristics of Research
Research improves man’s life. At a macro level, research brings several
benefits to man. OBJECTIVE Arriving at a most generalizable finding is one of the
researcher’s major concerns where objective handling and reporting of the
Research provides answer to a question. Since time immemorial, people data is a must. Being objective means setting aside biases or prejudices. It
have always been left with myriad questions about anything else in the means analysing and interpreting the research data without being influenced
environment. by personal feelings in representing facts.
Research assists in decision-making. Depending on individual PRECISE No research can be adjudged good if it does not warrant exact and
circumstances, research findings serve as an excellent basis for making accurate data. The researcher must make sure that every single fact
decisions. presented in either textual or numerical manner is right. Therefore, checking
facts before having the research report disseminated and perhaps utilized is
*Cause and effect phenomenon, predicting the future, digging information
a plus.
VERIFIABLE Completeness of parts of a research report is necessary. There
are instances when one is interested in the findings of the study and may
want to verify facts presented. Having one important element of research
ambiguous or missing, the report in its entirety may not warrant verifiability.
PARSIMONIOUS Being parsimonious in research simply means reporting
facts with a relatively simple presentation and discussion of parts. Fledgling
researchers are therefore reminded of using academic or technical writing
style than creative writing style. The principle of parsimony must be observed
all the time. A parsimonious research report avoids verbose expressions,
lengthy and figurative sentences, and observes simplicity yet substantial
presentation of facts.
EMPIRICAL One of the crucial steps in scientific research is collecting data.
This can be done by interview (face-to-face, telephone, survey, email) or
observation. Research data that are obtained from observations or
experiences are therefore considered empirical. The word empirical is
derived from the Greek word empeirikos which means experienced.
LOGICAL In research, logic rests on the fact that the research report is
generally presented coherently and consistently and with correct reasoning.
In fact, one common knowledge that is widely recognized among research
scientists is the interrelationship of research, theory, and logic. Logical
thinking indeed establishes the relationship between theory and research.
PROBABILISTIC One ultimate goal of research is to validate a theory, the
reason for conducting a scientific inquiry. A good research has always a
potential deterministic quality. The findings warrant at least a likelihood of
occurrence of certain events or phenomena under investigation.
Research as a Process
Research is the scientific process of collecting empirical data that are
intended for drawing a conclusion. It consists of the following core steps:
Step 1. Defining a research problem. In layman’s term, a research problem
is also called a research topic. These terms are usually used interchangeably
in research. Defining a research problem is usually carried by a researcher at
the beginning of the entire research process. As a matter of exploring
possible research topics, others simply read any literature at their disposal
until they finally decide to invest in a topic of their choice. Choosing a
researchable topic takes time to neophytes. Many struggle on pinning down
considerable ideas; others aimlessly grope in the dark. But this activity can
be made easy. You just have to consider some helpful tips that may be
recommended by your research teacher, or perhaps stated in scientific
reading materials. Traditional researchers usually comply with the SMART
requirement of choosing a research problem. This means the topic should be
specific, measurable, attainable, realistic, and time-bound. Contemporary
researchers, however, added certain criteria for defining a research problem.
It should possess newness or novelty and international character especially if
the research outputs are intended for presentation in international
conference, if not, publication in international scientific journals.
Step 2. Developing a research plan. Doing a research is like building a
house. Researchers have to lay out a plan in such a way that it will surely
guide them through and through. Some essentials of research plan include
specific research aim, background and significance, related readings, and
research design and methods to use.
Step 3. Collecting research data. One of the important steps in conducting
a scientific inquiry is data collection. It can be carried out using an approach
called methodological triangulation which is usually considered a powerful
tool to build up a qualitative research. This technique considers three usual
activities: observation, interview, and document analysis.
Step 4. Analyzing research data. This step is carried out when all
necessary research data are intact and ready for analysis. An inquiry that
uses qualitative method usually requires a different method of analysis. Here
the researcher carefully analyzes the textual data by determining significant
statements from the texts and thereby formulating clustered themes. A
quantitative research, however, requires a different technique which is
statistical in nature, where the researcher processes the data using any of
the quantitative statistical techniques. From there the researcher draws
conclusion considering the hypothesis being tested as well as the research
findings.
Step 5. Presenting the findings. Checking the accuracy and completeness
of the research data is an essential task before writing and revising the
contents of the research paper; otherwise, the presentation of data would
appear insufficient, and yes, even questionable.
Step 6. Disseminating and utilizing the findings. Looking back at the
classical practice of doing a scientific research, one might surmise that some
research findings in hard bound manuscripts remain on the shelves in school
libraries. And these are undeniably included in the array of reading materials
that have been shelled with dust. This is an oversimplification that
researchers need to overcome. Regardless of stature in conducting research,
one should strive to disseminate the research results which may be
considered an excellent baseline information for another study. Gone are the
days when completed researches are lodged on shelves unread. Modern-
day research scientists present their research findings in research
conferences; others publish them in reputable scientific journals. And this
should be made the ultimate purpose of knowledge creation.
Cyclic progression of the research process
Ethics of Research
At the core of a research undertaking lie ethical considerations. As
mentioned in the earlier part of this text, research in general requires the
researcher’s sense of accuracy and responsibility in managing or handling
data. This is highly indispensable for a scientific research to prosper even in
observing some research ethics to avoid untoward risks that may be evoked
to any of the research participants.
Scientific soundness. One crucial consideration in conducting a qualitative
research is the extent of tangible benefits that the investigation could
produce. The research objectives can be so hard to achieve when the
researcher, particularly the beginner, does not possess sufficient background
and skills required to perform the tasks of a qualitative research. Hence, an
inexperienced person in research is usually advised to seek clear guidance
and constant supervision from experts, if not, seasoned qualitative
researchers.
Consent. Seeking informed consent as a voluntary agreement of the
participants to be involved in the study is a prerequisite for almost all types of
research. Qualitative researches in general deal with humans who are
technically called informants, a term which is used interchangeably with the
word participants. They are usually involved in researches that entail in-depth
interviews. But before it starts, an informed consent should be obtained
from each participant. In the strictest sense, the expression informed consent
is used if the approval from adult participants is sought while informed
assent is sought from participants who have not yet reached the legal age or
very young to give consent but old enough to understand the potential risks
and benefits that the study could evoke. The researcher should always
remember to solicit such consent from any participants who voluntarily agree
to participate in the study. In addition, the participants should be clarified
about the following issues: purpose of the study, types of question, manner
and extent of using their narratives as part of the research report, potential
risks and benefits, and method of anonymity.
Informant validation. As the case may warrant with due consideration of a
certain qualitative research tradition, a validation of qualitative data should be
done with the participants. This allows them to validate the utterances they
provide as part of the research report. Remember that it is so unethical to
report a particular statement which is not actually expressed by any of the
research informants.
Confidentiality. Retaining anonymity than revealing full identification of the
participants should be dealt with utmost care. It is something that should be
made clear between the two parties – the researcher and the informants. But
in general, confidentiality is always observed in qualitative studies especially
when the investigation involves greater risks on the part of the informants
when their identity is divulged.
Some risks of participating in a research may be identified as there are
expected benefits to the informants:
Exploitation. Being exploited in the conduct of a research is usually
attributed to the research participants. It happens when the researcher gets
along with them just to gain favour. Though it is always understandable that
the researcher should satisfy his intellectual and emotional responsibility to
the participants being studied, others are tempted to abuse the basic rights of
the participants.
Misrepresentation. The basic principles of qualitative research reporting
dictate that accuracy of the participants’ narratives as presented in the
research report should be assured. Statements that would seem faulty to
largely provoke mistrust on the part of the informants should be addressed
with maximum care; otherwise, the entire report likely exhibits
misrepresentation.
Identification of the participant by self or others. Generally, qualitative
researches require a high level of responsibility on the part of the researcher.
He has to mind the method of anonymizing the identity of the participants.
Interviews, for instance, somehow enable the researcher to know the identity
of the informants. Whether the concerned are willing to divulge their identity
or not, the researcher should responsibly handle the data with maximum
care.
Kinds of Research Across Fields
Research can be classified according to inquiry, purpose, method, and
design.

RESEARCH ACCORDING TO INQUIRY:

1. Rationalistic Research This type of inquiry begins with an existing

scholarly theory using formal instruments in gathering data. Hence,
the theory itself serves as the take-off point of the inquiry. One
important consideration of the researcher is to validate or test the
theory having due regard of the theory assumptions.
Theory Research Problem or Topic 3. Developmental Research This type of inquiry utilizes systematic
techniques and introduces innovations based on scientific research findings.
Expectancy violation theory Date initiation The researcher’s aim is to develop new materials, devices or services that
Constructivism Music education
Agenda setting theory TV commercials
are largely designed to improve man’s way of living.The following are
Social judgment theory Reduction of racial prejudice examples of this type of research:
Social penetration theory Self-disclosure in teenage relationship
on FB  Ignition System Mock-up: An Acceptable Instructional Device
2. Naturalistic Research Using this type of research, the researcher  Development of Healthy Products Using Spider Conch (Gastropoda
investigates the individual’s thoughts, values, perception, and even stromboida)
actions wherein understanding human behaviour is the researcher’s
RESEARCH ACCORDING TO PURPOSE:
main concern.
1. Basic (Fundamental or Pure) Research The research finding’s practical
application is not a concern in this type of research. Rather, the researcher
carries out the research process mainly to develop fuller scientific knowledge.

2. Applied Research Unlike basic research, applied research is carried out

to find answers to a research problem and apply knowledge in certain
situation. One typical example of applied research is action research where
the researcher studies a phenomenon, introduce an intervention, and applies
new knowledge.

RESEARCH ACCORDING TO METHODOLOGY:

1. Qualitative Research is concerned with inquiring about certain

phenomenon or event, individual’s behaviour, culture, practices, and values
such as beliefs and perception. The data are then described and reported in
textual form. One of the main characteristics of this research method is that
the study uses any one of the qualitative approaches (ethnography,
phenomenology, grounded theory, case study, narrative).

2. Quantitative Research also dwells on investigating certain phenomenon

or event wherein data are usually characterized by numerical measures.

3. Mixed Methods uses both qualitative and quantitative research traditions.

Many
neophytes in research mistakenly claim that if a study uses textual and texts). But this is just an oversimplification as there are several features of
numerical data, a mixed method is used. This is a wrong claim. Strictly quantitative and qualitative research.
speaking, a mixed methods research combines the use of qualitative and
quantitative data, approaches, methodologies, paradigms (or frameworks).

RESEARCH ACCORDING TO DESIGN:

1. Experimental Research design comes in two sub-categories: pure

experimental design and quasi-experimental design. The former is
characterized by the three components –manipulation, randomization, and
control that are usually considered in experimentation. When participants are
not randomly assigned or when one of the three components (usually
randomization) is never considered in the investigation, the experimentation
is called quasi, hence, the term quasi-experimental design.

2. Non-experimental Research design has the following sub-categories:

descriptive design,

historical design, correlational design, ex post facto design, and evaluation

design.

Descriptive design is used for a research which merely describes the

characteristics of a population or phenomenon.

Historical design features critical investigation of past events, developments

as well as experiences.

Correlational is used when the researcher’s objective is to determine

relationship between two sets of data. In scientific research, the term is also
called association or relationship.

Ex post facto design is strictly categorized as quasi-experimental design,

but it generally falls under non-experimental design. Here the inquiry begins
after the fact has occurred without the researcher directly controlling the
independent variable(s).

Evaluation design is conducted usually to determine if a program is

effective or the other way around. It is best to use if the purpose of the
investigation is to make a judgment about the value of the program either to
terminate or to sustain it.

QUANTITATIVE AND QUALITATIVE RESEARCH COMPARED

Perhaps one might define quantitative research as a research in which

results are presented in quantities or numbers and qualitative research as
also a research which generates trends and themes (usually presented in