Business Research Methods MKT3001 Tourism Research Methods MKT2011

Course TeamJanelle McPhail Course Leader

RoomT422Phone 4631 1274Email mcphail@usq.edu.auConsultation times:Tue 8 -11Wed 2 - 5

Hoda McClymont Tutor

T412 4631 1453 hoda@usq.edu.au

Tue 9 11 Wed 10 12 & 1 2 Fri 10 - 11

Our contract with youYou are instructed to review the course specification for the course online. This is our contract with you in relation to assignment due dates, assignment extensions, requirements to pass the course etc.Course Specificationhttp://www.usq.edu.au/course/specification/2003/mnospecs.htmlIf you have any administrative concerns or requests please contact me.

Text & Materials Cavana, RY, Delahaye, BL & Sekaran, U 2001, Applied business research; Qualitative and quantative methods, John Wiley & Sons, Milton, Queensland. ORJennings, G 2001, Tourism research, Wiley, Milton, Queensland.

PLUS

Coakes, SJ & Steed, LG 2002, SPSS for windows: Analysis without anguish, (version 11.0), John Wiley & Sons, Milton, Queensland.

MKT3001or MKT2011 study package available from the USQ Bookshop.

SPSS available in USQ Computer Labs

AssessmentAssignment 120% 2 April 2003One research proposalAssignment 220% 21 May 2003requires the use of a statistical package (SPSS); you may like to read the requirements for this assignment early in the semester and commence working on it.Before commencing assignments please refer to the Communication Skills Handbook. Exam60 %Two (2) hours duration:Part A has six (6) short answer questionsPart B a case studyTo pass the course students must pass the combined assignments (50%) and the exam (50%)

USQConnect Study DeskCourse Home PageStudy materials Intro book & Mod 1Lecture Notes ( tutorial program at end of Lecture)Course Website (team, resources etc)Discussion AreaIntro and ChatAssessment Ass 1(Bus & Trsm); Ass 2; ExamDiscussion Forum

Lecture & Tutorial TimesLecture: Thursday 8 10 D303Tutorial Times:Tut 1 & Prac 1 Tue 11 1 K308; K110Tut 2 & Prac 2 Tue 2 4 K308; K110Tut 3 & Prac 3 Wed 8 10 K308; K110

Week 1: Research an overviewBusiness ResearchCavana et al. Chs 1,2Selected Readings 1.1; 1.2; 1.3Coakes & Steed Ch 1Tourism ResearchJennings Chs 1 & 2Selected Readings 1.1; 1.2Coakes & Steed Ch 1

Market Research Society of Australia Limited MRSA http://www.mrsa.com.au

Lecture OverviewCourse overviewInformation & the Management Information System (MIS)Business/Tourism research what is it?Characteristics of scientific researchTypes of Business/Tourism researchPhilosophical bases of researchKey research termsResearch process the main stepsResearch briefCurrent issuesResearch Ethics

Course Overview: Research Methods

Why is information needed?Market/EnvironmentStrategic planningCustomers needsCompetitionBusiness managersneed information on

The Management Information System

Research & the management processResearch is a fundamental component of the process of management and the management decision processResearch is key element of the management information systemCan be used to analyse and monitor market opportunitiesCan be helpful in providing insight into organisational and individual behaviour

Where is the Research function located within an organisation if at all?Marketing Department (Mkt Info System)Research Department (ie Tourism Qld) that undertakes research work for the Mkt dept and other research on both internal and external customersEngage an independent Research Company to conduct research - Colmar Brunton; Roy Morgan: ACNielsenhttp://au.colmarbrunton.com/colmar/loc_per.htm[Roy Morgan Research] Market Research Splashhttp://www.roymorgan.com.au/http://www.acnielsen.com.au/home.asp

What is business research?Systematic and organised effort to investigate a specific problem or opportunity with the goal of finding answers to the issuesMarketing/Tourism research and business research should be considered one and the sameMarketing / Tourism research is different in the focus but not in the process or outcomes from developing rigor and balance in the research process.Client Needs Colmar Brunton

Business/Tourism ResearchBusiness/Tourism research is an organised, systematic, data-based, critical, objective, scientific inquiry or investigation into a specific problem or issue with the purpose of finding solutions to it or clarifying it.

Characteristics of scientific research :Factors to evaluate research Research must be conducted with:Clear purpose RelevanceTimelyEfficiencyRigourQuality Accurate, Reliable & ValidObjectivityEthicalLimitations of scientific research in behavioural areas

Types of Business/Tourism ResearchApplied done with the intention of applying results to specific problems in the businessBasic/Pure to enhance the understanding of problems that commonly occur across a range of organisations. Undertaken to extend knowledge

Why study Business/Tourism researchA tool that can be used in any disciplineFoundation of both business and academic best practiceIf you are not a researcher in the future chances are that you will be a user of research allows use it in more sophisticated and creative waysAllows you to sift for reliable informationAllows you to evaluate other peoples research.

Philosophical bases of researchParadigm reflects a basic set of philosophical beliefs about the nature of the world.Give guidelines and principles in the way research is conducted within a paradigmResearch methods and techniques should be in sympathy with the paradigmResearch Paradigms Positivist; Interpretative; Critical; Feminist; PostmodernParadigm a set of beliefsOntology the nature of realityEpistemology relationship between researcher and the subject/object/respondentMethodology set of guidelines for conducting research; tools for data collection & analysis

Key Research TermsObservations - perceptions of realityFact universal truth; supported by measurable evidenceOpinion persons beliefConcepts general representations of ideas to be studied ie service value; service quality Variables concepts that are operationalised so it can be observed & measured

Quantitative Res; Qualitative ResReality is objective & singular; apart from researcherResearcher is independent of that being researchedConcepts are in the form of distinct variablesMeasures are systematically created before data collection & are standardised

Reality is subjective & multiple, as seen by participantsResearcher interacts with that being researchedConcepts are in the form of themes, generalisationsMeasures are open ended questions created for the specific research setting

Quantitative Res; Qualitative ResData are in the form of numbers from precise measurementsThere are many subjects or respondentsProcedures are standard - replicationAnalysis use statisticsMethods Survey, Experiment

Triangulation mixed method approach; both qual & quant methods are used; will be a predominant use of one method.Data are in the form of words from documents, transcriptsGenerally few subjects or participantsProcedures not easily replicatedAnalysis extract themes from evidence & present a coherent pictureMethods indepth interviews; focus groups; observations; panels; case studies

Key Research TermsSecondary research researcher uses previously collected dataPrimary research collection of original data by researcherResearch Design- framework or blueprint for conducting the research.ExploratoryDescriptiveCausal (hypothesis testing)Should note that researchers my use a singular, dual or multiple research design

Why should management not automatically commission a research study?Identify a number of situations when research may be inappropriate.

Possible reasonsInformation is already availableThere is insufficient time for research (tight deadlines)Resources are not available (insufficient funding)Costs outweigh the value of the research

Stages in the Research Process

Research processStep OneProblem definitionManagement problemResearch problem (in the form of a question [s])Research objectivesEstimate the value of the information

Research processStep twoResearch design plan or blueprint for gathering the dataLinked to next 2 steps in research processTechniques to be usedWho will be involved - respondentsHow the data will be gatheredHow it will be analysed

Research processStep threeSampling / representationHow will we group people, objects, thingsHow will we select themWhy will we select them

Note: even for qualitative research we need to identify the participants/respondents and justify

Research processStep FourData collection, Data Preparation/Processing and AnalysisHow data is collected How it is recordedHow data is analysedInterpretation of findings to arrive at conclusions

Research processStep fiveRecommendations and reportingAnalysing data is not enough, it is important to be able to interpret your finding and include them in a report that the client can understand, interpret and apply to the management problemOral presentation of the research results to client

Report writing and presentationPermanent record of the entire projectQuality of work is usually judged by the final report and presentationShould influence the action taken by managementNeeded if you are doing the course - Research Project

Research BriefA document provided by the client to the research agency that describes the business decision problem and the expectations of a research study design to collect information to make the decision.Includes: purpose, background, any previous research, need for research, research objectives, target audience, level of reporting, budget, timeline, expectations of proposal/selection criteria, professional membership/quality assurance information, contact details

Current issuesPrivacy Act was enacted on the 21st December 2001, changed the procedures for conducting primary researchGrowth of sugging (selling under the guise of a survey), frugging (fund raising under the guise of a survey), dugging (developing a database under the guise research) and telemarketing These practices violate the respondents trust and erode willingness to support legitimate surveysMisuse of research and reporting of findings by the media

Ethical ResearchEthical Research Practices: those practices and procedures that lead to:protection of human & non-human subjectsappropriate methodologyinferences, conclusions & recom. based on actual findings; &complete & accurate research reports

Ethics: Interaction of Rights and ObligationsSubjectResearcherClientResearchers ObligationResearchers ObligationResearchers RightsResearchers RightsSubjects ObligationClients ObligationSubjects RightsClients ObligationsSubjects RightsClients Rights

EthicsMost research involves three partiesResearcherClient andRespondent/ subject/ participant+ the public at largeRights and responsibilities of the above stakeholders will be explored in the tutorial. Visit the MRSA website; and SR 1.1

Scientific MisconductResearch fraud - falsifies or distorts the data or the methods of data collection;Plagiarism - steals the ideas & writings of others without citing the source.

Unethical but Legal - behaviour may be unethical but not break the law

SummaryResearch and the MISWhat is research? & the main characteristicsApplied & Basic/pure researchResearch paradigm positivist, interpretativeKey research terms concept; variable; qualitative; quantitative; research design exploratory, descriptive, causal; primary & secondary research Research process stepsResearch briefResearch ethics researcher, respondent, client & public

Tutorial - Week 2Prior to tutorial complete all readings & visit MRSA websitePresentation details start in week 3Identify and explain the rights and obligations of each party in the research process: respondent, researcher and client; in terms of the general public what are the main ethical research concernsComplete questionnaire - end of module 2; What problems can you identify? What additional information would be good to have?FOR Tutorial week 3 prac administer questionnaire to 10 students and bring completed questionnaires to lab

Introduction to SPSS computer lab second hour

The Marketing Information SystemThis CTR corresponds to Figure 5-1 on p. 147 and relates to the material on pp. 147-155. Discussion Note: The MIS Concept is one of those exciting new areas for marketing careers you may wish to discuss with your students. Components of the Marketing Information SystemThe MIS consists of people, equipment, and procedures to gather, sort, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Key components and functions include:Assessing Information Needs. Knowing what is needed or likely to be needed is a key feature of the MIS that underscores the importance of information. Quantity alone is not the answer as too much information can obscure important details. Also, not all desirable information is available. Competitors seldom volunteer information on their results.Distributing Information. This function requires organizing the MIS in a flexible and responsive manner that allows each user access to the combinations of information they need to make better decisions. Internal Records. An effective MIS organizes and summaries balance sheets, orders, schedules, shipments, and inventories into trends that can be linked to management decisions on marketing mix changes.Information Analysis. This function requires that the MIS director anticipate how the information is to be used. For example, if users from all business functions use the MIS on-line for short deadline decisions, then the analytical tools each area needs must be available on demand.Marketing Intelligence. This function provides the everyday information about environmental variables that managers need as the implement and adjust marketing plans. Marketing Research. This function links the consumer, customer, and public to the marketer through an exchange of information. Research is often project oriented and discussed in more detail on the following CTR.