(PDF) The Influence of Online Reviews on Restaurants

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THE IMPACT OF ONLINE REVIEWS ONTHE SELECTION OF RESTAURANT BYCONSUMERS1
TABLE OF CONTENTSResearch methodology.........................................................................................................................2DATA ANALYSIS................................................................................................................................6Data analysis aims and objectives....................................................................................................6REFERNCES.....................................................................................................................................20APPENDIX........................................................................................................................................222
RESEARCH METHODOLOGYResearch methodology is the systematic and theoretical analysis of the methods applied to afield of study. It is a process of data collection and resolves the research problem in more effectivemanner. Various sources used several types of methods to solve the problem. With the help of this,researcher tries to search the given question in systematic manner and find out their solutions toachieve appropriate conclusion (Mackey and Gass, 2015). The present research is based on toanalyse the impact of online reviews on the selection of restaurant by customers. To reach on a validconclusion, the researcher has selected different research methodologies which are as follows:Research approach: It can be referred as a method to develop a new theory and knowledge requireunderstanding more about the subject. There are two types of the research approach; inductive anddeductive (Deductive Reasoning Versus Inductive Reasoning,2014). In deductive researchapproach, a set of hypothesis form where some observations or tests apply to ensure the rejection orconfirmation of hypothesis. Here, the reasoning starts with a theory and leads to develop a newtheory. Apart from this, in inductive research, investigation starts with the observation and theoriesare use towards the end of the research process as an outcome of observations. In other words, thereare no theories and hypotheses apply in inductive studies at the starting of the investigation (Taylor,Bogdan and DeVault, 2015). The present investigation is based on analysing the impact of onlinereviews in selection of restaurant by customers. The suitable research approach for the current studyhas inductive because there has no hypothesis framed under the research. With the help of thisapproach, the researcher has able to focused on observation of customers who use online reviews toselect the restaurant. Via the following research strategy, investigator can observe behaviour ofcustomers towards restaurant selection (Inductive Approach,2014). So, it becomes easy to analyseand measure the effectiveness of different online reviews and their impact on choosing restaurant bya customer.Research philosophy: It can be defined as that paradigm which assists in developing a researchbackground, nature of study and knowledge. It is a major framework for the research whichcombines various theories, perceptions, beliefs, laws and practices. Research philosophy is used bythe researchers because it demonstrates the relationship between the research questions and researchobjectives of a study (Silverman, 2016). There are two types of research philosophies:interpretivism and positivism. Interpretivism basically defines the social action which can beanything. Here, the aim of the scholar is to interpret that social action and draw a valid outcome.With the help of this method, the researchers easily explain what they are studying during the3
research. On the other hand, positivism philosophy assists the researcher to collect data andinterpret it via objective approach. Under this, findings of study are usually observable andquantifiable. Here, the investigator takes helps hypothesis and some theories to obtain the validresult. The present study has related to analyse the impact of online reviews on the selection ofrestaurant by customers. To achieve the aim and related objectives, the researcher has been usedcombination of both positivism and interpretivism research philosophy (Neuman and Robson,2012). Positivism has helped the scholar to focus on objectivity of investigation rather than itssubjectivity. By considering this, he has collected the data by a large customer sample in numericalform. So, positivism approach will help the investigator to achieve various objectives of study inright manner. On the other hand, interpretivism has focused on the customers’ values and beliefs atthe time of selection of restaurant via online reviews. With the help of this, the researcher has got aclear justification regarding the research problem (Flick, 2015). Therefore, combination of bothpositivism and interpretivism research philosophy has assisted the scholar to determine the relationof online reviews and selection of restaurant by customers.Research design: It refers to a systematic plan or a study that play an important role in solving theresearch problem in a logical manner. It delivers a complete research structure and framework todevelop a good understanding regarding the entire research (Research design, 2009). There arethree types of research design: descriptive, exploratory and cause and effect i.e causal. Descriptiveresearch design defines the type of research question, design, question and data analysis that will beapplied to a given topic. To analyse the issues, different alternative but similar studies related toresearch subject compare with each other. Exploratory research design is when there is few or noearlier studies conduct on research problem. The focus of adopting this research design is to gaininsights on a particular topic to understand the investigation problem at starting stage(Panneerselvam, 2014). But in cause and effect research design, focus of the researcher is on toassess impacts of specific changes on existing norms, various processes etc. It also explains thepatterns of relationship between variables. The present investigation is based on to assess the impactof online reviews on the selection of restaurant by customers. The investigator has been selectedcausal research design because it has assisted in determining the reasons of impacts of changes onexisting norms. So, with the help of causal research design, the researcher will assess the impact ofonline reviews on the selection of restaurant by customers and attain specific outcomes (Smith,2015).Research type: It is a technique that provides a logical approach to gain information about aparticular subject. Qualitative and quantitative are two types of research techniques. For the presentinvestigation, the researcher has been used both research types. In qualitative research, the scholar4
has focused on the sample i.e. customers who are using online reviews to choose restaurant(Qualitative Research Methods Overview,2014). With the help of this, the investigator has exploredunstructured data about impact of online reviews on selection of restaurant by customers. It has veryeffective method to examine behaviours and belief regarding the choosing of a restaurant by readingonline reviews. On the other hand, with the help of quantitative research technique, the researcherhas extract important information from the collected data and categorizes responses of customersfor various questions relevant to the online reviews. Along with this, it has also quantifies the casualrelationship between online review and restaurant select by customers (Quantitative Methods inEducation Research, 2014). Therefore, the combination of qualitative and quantitative has helpedthe researcher to analyse the impact of online reviews in selection of restaurant by customers.Data collection: For the current research study, the scholar has been used both primary andsecondary data collection methods. To obtain new and fresh information about the role of onlinereviews in selection of restaurant by a customer, researcher has been used online questionnairesurvey (Research Instruments for Data Collection, 2014). By this, the collected data from thismethod has assisted the investigator to analyse the impact of online reviews on choice of restaurantby the customers. Via this, he can assess usefulness of online reviews and its related impacts. On theother hand, the investigator has been used secondary source of information to get new insights ofpresent research. In this context, the scholar has been used historical studies on online reviews inselection on different kind of services such as hotel, products, services etc. Along with this, theconduced literature review provides a clear insight to get the solutions of the present researchsubject (Billig and Waterman, 2014). Major sources which have been selected by the scholar forcollecting secondary information are journals, articles,websites, online data, internet, onlineresearch articles, books and libraries, newsletters etc.Sampling: The present study has based on analysing the impact of online reviews in selection ofrestaurant by customers. For this, the researcher has been use probability random sampling becauseit has provided an equal opportunity to each customer to select in a sample. In this context, thescholar has been taken 200 because each sample unit has their own views. This selected sample hasbeen used by the researcher for collecting the primary information about the impact of onlinereviews in selection of restaurant by customers (Cammarota and Fine, 2010).Data analysis: Data analysis can be defined as a process of examining, testing, modelling andtransforming the collected data to get a meaningful conclusion of a research problem. For thepresent study, the researcher has been used thematic and statistical techniques for analysing primaryand secondary data. Under thematic analysis, the outcomes have been presented in the form ofcharts, graphs, figure, diagrams etc. On the other hand, to assess numerical or quantitative data, the5
scholar has been used statistical techniques. With the help of this method, relationship betweenonline reviews and impact on customers to select restaurant has determined (Gast and Ledford,2014).6
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