Research Project: Qualitative Analysis of Chester Zoo Visitors Report

This report presents the introduction to a research project focused on understanding visitor behavior at Chester Zoo. The study employs a qualitative approach, utilizing various research methods including interview checklists, participant observation, and visual methodologies to gather and analyze data. The report outlines the structure of the research, detailing the different sections that cover the interview process with management, observations of public interactions, visual representations of data, and coded interview transcripts. It aims to provide insights into visitor preferences, motivations, and the factors influencing their experience at the zoo, with a focus on understanding the reasons behind Chester Zoo's popularity as a visitor attraction. The study also explores the dynamics of interactions in public spaces and the impact of visual representations in conveying information, particularly in the context of marketing and visitor satisfaction within the hospitality sector. The report emphasizes the importance of adapting research methods to different cultural and ethical contexts to ensure effective communication and data collection.

RESEARCH
PROJECT

INTRODUCTION
Research refers to the process of creating systematic approaches to enhance complete
information about some specific topic. So there is requirement of different aspects which is
relevant and significant sources to give appropriate and complete information. In this research,
there is discussion about qualitative portfolio which helps to give knowledge about some
research methods. This research is divided into five individual prospects. In part 1, interview
checklist is discussed. Under this there is discussion about reasons of being visitors attraction for
Chester Zoo. Chapter 2 discusses about Participant observation. As per this there is discussion
about people's interaction at public place with each other (Castillo-Montoya, 2016). Chapter 3
discusses about different aspects which visual methodology task. As per this there is discussion
about pictures which are provided with their explanation. Chapter 4 discusses about coded
interview transcript. As per this there is discussion about coded under which interview can
divided under different headings. Chapter 5 discusses about research methodology which
provides information about different research techniques.
1 INTERVIEW CHECK LIST
Interview is the process in which there is personal interaction among two people for
specific performance. This is the best way to collect personal information by analysing changes.
Interview helps to collect information and then taking actions according to views of respondents.
This is the relevant method to analyse views of respondents which is significant and crucial for
providing specific views on research topic.
Interview check list refers to the written document which is used to analyse interview in
the form of change in specific number of questions (Cole and Bird, 2013). It is important and
significant to make alterations which is specific and relevant to make changes which is relevant
and significant for analysing views of respondents in order to collect about topic. Interview
check list provides an specific guideline which helps interviewer to ask specific questions. This
helps to get view from all the respondents in specific direction. Farming interview check list is
time consuming process because there are some activities which helps to get positive outcome.
There is change in trend of visitors, so in this case, it is easy to understand trend with the help of
interview check list.

In this research, there is discussion about views of management of Chester Zoo. Hence
there is an interview check list which provides information about views of respondents. In this
interview checklist there is discussion about view of management of Chester Zoo at England
about reason of having this place as attraction for visitors. This helps to understand about
changes which makes place crucial and relevant (Englander, 2012). With making interview
check list, it is easy for researcher to analyse changes and reasons due to which Chester Zoo is
significant. There is improvement in policies which is significant for conducting activities.
In case of visiting, there is difference in views of respondents, so when there is difference
in views of respondents researcher has some specific way through which they can conduct
research in authentic and reliable manner. Data collected is authentic and provides similarity in
interpretation.
CHECK LIST
QUESTIONS SPECIFIC TOPICS AND ISSUES
Brief introduction about designation at Chester
Zoo
Type of visitors Business tourist
Cultural tourist
Adventure tourist
Sports and recreation tourist
Leisure tourist
Social/ economic background Broad minded
Narrow minded
Business class
Service class
Interest area of visitors New and adventurous
Animal lovers
Nature lover
Wander lust
Favourite holiday destination London

England
Manchester
Others
Preferable reason of visiting Knowledge of history
New place wondering
Business purpose
Family outing
Companion at holidays Family
Friends
Business people
Solo trip
Reason behind preferring Chester Zoo to visit Various types of animals
Explore the Zoo
Large and open area to visit
knowledge about species of animals
Best thing about this destination as per view of
majority respondents
Varieties of species
facility of proper guide and transportation to
visit this place
Areas of improvement which helps to maintain
same image in tourism sector
Proper security facility for visitors
requirement of proper maintenance of animals
for their long being.
From the above discussion, it is clear that there is difference in views of visitors and
hence there is difference in their reason of visiting. Chester Zoo is the place which is extended in
125 acres and having around 21000 animals. There are different types of visitors such as
business visitors, culture and adventurous visitors, leisure visitors, etc. This is the place which
people love to visit for animal (Fontana and Prokos, 2016). With discussion with manager at
Chester Zoo, it is clear that there are some change which has to be made in management which
helps to maintain same image in visitor's list. As per discussion, it s identified that there are

different reason for which visitors visit Chester Zoo and they have various types of companion
which makes them pleasure at this place. There is requirement of proper security of visitors at
Chester Zoo.
2 PARTICIPANT OBSERVATIONS
In this section, researcher has to write a dairy and abstract which helps to get overview of
change how people interact with each other at public place. In this researcher plan to visit a
public place which crowd, so researcher can observe them how they interact with themselves.
This can be analysed among group of three or more people. This helps to get complete
knowledge about factors which has to be considered while communicating at public place with
other people. In this research there is discussion about Greenwich Market which has 120 stalls of
antique, art and craft, etc. This is the market which is densely populated because many people
are visiting thee place due to change in business activities.
Research Diary Extract
In this research, there is discussion about change in ways through which interaction
among different people are analysed (Groves and Couper, 2012). There is difference in culture of
people who visit at Greenwich Market. There are different stalls such as food, antiques, fashion,
jewellery, etc. hence there are many people who visit this market for different purpose such as
purchasing, wandering, eating out, etc.
 On analysing one customer and shopkeeper talk, there are different factors which are
analysed. Firstly it is identified that there is difference in communication technique of
consumer and shopkeeper, so there is problem in interaction among them. Then consumer
started speaking in English but shopkeeper was weak in English also. So this creates
barriers among them to deal. There was servant who known to English, so he works as
translator for both the parties. Hence in this case it is identified that servant is taking in
informal language because of familiar relations, while at the same time he was taking
with consumer very patiently and calmly. This helps to analyse difference in interaction
skills of individuals with different persons (Jacob and Furgerson, 2012). Hence with this
example it is easy to enhance knowledge about reason of change in communication
pattern at public place.
 Another example belongs to communication among people who visit Greenwich Market
for the purpose of wandering. There were four college going people who visited this

market for the purpose of shopping. There is discussion about different aspects among
these people such as likes, dislikes, interest about different things, trends, pranks, etc.
While analysing them it is identified that there is difference in their demands so this
creates confusion for the purpose who wants to purchase specific thing. But in the end
they are united by the thought of having great and durable thing which is best for use. So
researcher identified that individuals have different views but in the end they have some
view of purchasing durable and useful products. Then they have different choices
regarding eating so this was crazy movement for them because of change in taste. There
is anxiety in few of them to try new dish.
From the above discussion, it is clear that there is difference in culture, trends, demands
of people who visit Greenwich Market (Koelsch, 2013). There are foreigners who visit this
market to analyse culture of England. There are different events at Greenwich Market which
makes this place crowdy with different types to analyse trend of this place.
SHORT COMMENTARY
There is discussion about different aspects such as interaction among people as change in
interaction among people. Researcher does not participate in any communication. He only
analyse changes in behaviour by analysing people such as group of college going people and
customer and customer and shopkeeper. No there is no major impact on data which is collected.
Setting of research project is open. This is relevant and significant because it helps to
provide complete and relevant information about topic (MacKinnon, Michelsand Buckley,
2015). It is easy to enhance knowledge about research topic and conveying it to all the others. No
there is no issue related to accessible.
No researcher need not to negotiate to the field because data is collected with the help of
observation. While accessing interpersonal skill, it is clear that there is observation which
considers different factors such as background of people, age group, etc. Hence there is no
implications for the research. It is easy to analyse and give interpretations accordingly.
While conducting research, participant observation is good. There is feeling of enjoyment
and pleasure because researcher has to analyse change in behaviour of people at public place
and difference in behaviour of person in interacting with varieties of people. It is easy to analyse
about way which people consider to take while they are outing with companions. These feelings
affects the project in positive way it is interesting to collect reviews of individuals at crowdy

place. This is area of interest for researcher. He enjoys to be part of crowd for collecting data and
conducting serve.
3 VISUAL METHODOLOGIES
Visual representation refers to the process in which visual pictures shows some important
and relevant information. It is important an significant because it helps to get knowledge about
research topic in visual and representative knowledge. It is important and significant to collect
information in more effective and significant manner. There are many changes which are taking
place in hospitality industry, so with visual representation proper information is delivered. Visual
representation is more interesting which helps to understand concept of topic in more impressive
and effective manner. There are many changes which are taking place in external market of
hospitality industry. Hence marketing strategies has to be considered in order to provide
satisfaction to consumers (Robinson, 2014). There are different techniques which are used to
complete marketing activities in effective and significant manner. There is use of social media
sites, hoarding, television advertisement, etc. which helps to convey information about change I
n trends and external market. These days people gets conveyed with visual presentation because
it is easy to related them with products an services.
There are some changes which has to be made in operations which is relevant and
significant to collect information. In visual presentations changes has to be make in operations as
per change in demand of consumers and geographical region of people. In hospitality sector,
advertisement plays crucial role because this attracts consumers to make changes in operations.
There is requirement of alterations in visual representation to give satisfaction of consumers.
With visual representation it is easy to convey information in more ethical and appropriate
manner. There is difference in perception of consumers, so with visual representation, it is easy
to convey appropriate and concurrent information to them. When is difference in cultural and
ethical values of consumers, hence in this case it is essential to keep this fact in mind to get
positive impact on activities in the form of change in business activities.
There is discussion about Moxy hotel which is headed by Hotel Marriott. It is significant
and crucial to analyse and then take actions according to change in external market. As Moxy is
part of Hotel Marriott, so there is more competition so it is easy to convey information with
visual representation. As per picture it is identified, there is room concert with proper timing of

live demonstration. There images helps to convey that they provide services which creates an
environment of craziness all around.
1. Message from visual composition is that there is room concert whose live demonstration
will be telecast on 15th July between 21:00 to 23:00. There are pictures which shows
craziness of people while they are at Moxy hotel. With these images, it is clear that Moxy
hotels are beneficial for youngsters because this is the place where people can enjoy with
their dear mates and enjoy their free time.
2. In this image, there is use of different bright colour combinations which helps to attract
consumers. There is use of pictures which shows fun and entertainment which makes
consumer to be part of hotel services. There is use of similar pictures which gives
information about room concert. With these images appropriate information is conveyed
to reasercher which helps them to become part of orgaisation. There are sime chnages
3. This visual advertisement is for those people, who are majorly intended to visit this Moxy
hotel to have entertainment and enjoying the room based concerts. This advert image has
shown about the fun as well as enjoyment to do while in the room based concerts. The
target audience will be one who loves music and also those who basically loves to be at
outside of the hotel. Livestream can be don through YouTube. It was noticed that
majority audience is YouTube lover's.
4. The second image is bit objectionable and also shown that fun will be ultimate into the
room based concerts of the Moxy hotel. It has to be revealed pics of advert has to be in
proper manner.
5. No, the elements of this image will not be viewed as sign, because of it is simple graphics
into the colourful and also pics cannot be viewed as sign. As, this image is bit
objectionable and sign needs to be well-defined and must have pure content. This picture
is reality reveals about roles of girl into this Moxy hotel and room concert will be done a
female artist. This sign is flourishing and in response to maximum customer retention of
the hospitality industry.
6. In this picture, where one girl has mic in her hand, which reveals that there will be
concert into the place as well as Moxy hotel has been represented as symbol of in-house
fun and enjoyment. Also, this picture has been shown about fun level of people in an

entire hospitality industry. It has to be recommendable that advertisement picture needs
to be well-structured.
4 INTERVIEW CODING
A programming interview is introduce as an effective technical job interview in the
software sector or in information technology of major business firm to test candidates' technical
knowledge, problem solving skills, coding ability, and creativity about computers (Spradley,
2016). Apart from this, an individual increase their learning in different ways such as Learning in
childhood, Learning from books, Learning from other people and Learning from experience etc.
all these are essential and important factor that help a researcher to identify accurate response
from the respondents.

TASK 4
INTERVIEW TRANSCRIPT TO COPY AND PASTE INTO PORTFOLIO
This practical involves the coding of an interview transcript. You should read through the
full transcript carefully at first to begin to get a sense of what it contains. Then, you should pick
out topics and apply initial codes to sections of text surrounding whatever themes you think you
can find. Initial codes can be applied to individual words, whole sentences or larger sections as
you see fit. Having done this, you should then go through and develop these codes. You might
thus begin with:
Code A = Learning
And develop this code so that you end up with:
A1 = Learning in childhood
A2 = Learning from books
A3 = Learning from other people
A4 = Learning from experience etc.
Attached is a transcript from an interview conducted to a owner of a VW caravan. The interview
is part of a PhD project and focuses on the motivations for owning one and the complex relations
the owner has established with the caravan.
Use coloured pencils or an equivalent word processor tool to highlight sections of text in order
to pull out the themes – remember to look back over your notes on qualitative methodologies and
analysis.
You should produce a coded transcript and a key explaining your codes (you may like to
represent these using a “codemap” or “brainstorming diagram”)

***********Original Transcript*******************
NOTES: Michael Archer- 45 minute Interview discussing VW Campervan ownership.
Researcher (Bold) Respondent (Regular)
What attracted you to the idea of owning a VW
campervan?
Michael: Well for me it was more like a holiday home, a
portable camp and chill with the family. The VW aspect was
more to talk Amanda into it. My partner just for the record.
(Laughs) Basically she thought it was cool and they are cool
and all of those things, but it was more a vehicle to go on
holiday in so like looking at caravans well didn’t appeal, and
I could see it as a second vehicle.
So what you’re saying is you wouldn’t have liked a
different type of vehicle?
No it would have to be something that could be used as a car
as well.
So not the big American retirement van?
No well the VW’s my mate had one and it’s a car and a van
and its cool and exciting isn’t it. It’s that whole thing, there’s
a buzz about it. People talk about it, so that would be the
initial reason.