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Research Methods in Sales and Marketing for Tourism - Essay Example

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Research methods in sales and marketing for tourism Introduction Sales and marketing for tourism require substantial research in order to find out the needs or wants of the tourists and even the business organisations. Research methods could either be quantitative or qualitative and one of them is not superior than the other and vice versa…
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Research Methods in Sales and Marketing for Tourism
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Research Methods in Sales and Marketing for Tourism

Download file to see previous pages... Furthermore, the proponent provides examples in their application in the tourism sector. Quantitative research method Quantitative research is a common method used in investigating or finding information in various fields of studies. This method ensures that information can be transformed into figures for quantitative analysis. Quantitative research method preserves neutrality and sees to it that there will be no bias since the collected data will be used for quantitative analysis, so it is more numerically measurable (Bennett, 1986; Shi, 2008). In quantitative analysis, there is a need to come up with objective output because a researcher deals with figures and transforms them into essential information that can be subjected to more meaningful interpretation and source of information. One common quantitative research method is experimental method. In experimental method, the researcher could potentially obtain information from certain observations under controlled condition. Thus, there are important things that need to be considered prior to obtaining the most essential information and one of them is to ensure the significance and validity of the entire method used. Quantitative research is quite flexible but its potential drawback could be its not being able to potentially explain all types of phenomena (Muijs, 2004). Qualitative research method Qualitative statements and concepts comprise the body of qualitative analysis (Shi, 2008). Qualitative research method still applies numerical data which potentially include counting and assigning numbers to observations, but the presence of qualitative statement and concepts prevail as its general core foundation. Thus, it may still turn out that all information under qualitative approach cannot be numerical in nature but in a verbal form (Creswell, 2003). Observations which are integral components of qualitative statements and analyses are important in qualitative research method because they would ensure that the analysis will be well presented and the research aim is substantially obtained. An interview for instance regarding certain issue may focus more on understanding the framework of the subject and this could potentially concentrate the analysis on general qualitative information. Qualitative method therefore can be done at multiple levels of analysis (Piekkari and Welch, 2004). This means a researcher could still potentially find information in using this method even at various levels of analysis. An interview or focus group for instance can essentially initiate this because what the researcher needs is to integrate various concepts or frameworks in order to bring the entire analysis at different levels, depending on the actual objectives. However, one general and potential drawback of qualitative method is that the sample size is small and non-random, making findings most likely not conclusive at some point (VanderStoep and Johnson, 2008). The differences It is noted based on the above discussion that both methods of research; the quantitative and qualitative have potential advantages and drawbacks. Furthermore, they are an entirely different approaches; that is why they have significant noted difference. In the case of quantitative method of research such as survey or experimentation, it is important to have remarkable number of samples in order to make certain that the conclusion is conclusive. Sample should be numerically or statistically significant. On ...Download file to see next pagesRead More
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