TLH251 Assessment Research Methods for the Service Sector

TLH251 Assessment Research
Methods for the Service
Sector
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Contents
An Interview Checklist....................................................................................................................3
Participant Observation...................................................................................................................3
Observation checklist...................................................................................................................3
Research diary extract..................................................................................................................4
Commentary................................................................................................................................4
A Visual Methodologies Practical...................................................................................................5
Background..................................................................................................................................5
The image....................................................................................................................................6
Analysis/Interpretation................................................................................................................6
A Coded Interview Transcript.........................................................................................................7
Transcript key..............................................................................................................................7
Coded Interview Transcript.........................................................................................................7
Major Project Proposal..................................................................................................................18
Tittle of the proposal..................................................................................................................18
Introduction and Rationale........................................................................................................18
Research Aims and Objectives..................................................................................................18
Research Methodology..............................................................................................................19
Research Analysis......................................................................................................................20
REFERENCES..............................................................................................................................21
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Assessment 1: Portfolio: Qualitative
An Interview Checklist
Theme (Main
Question)
(Specific Topics and Issues) Follow up questions
Demographic
background
 Age
 Gender
 Annual income
 Marital status
Visiting
patterns
 Daily visitors
 Visitor’s age group
 Tourists vs. local
visitors
 How many people visit Hylton Castle in
a day?
 What age group of people most visit
Hylton Castle?
 Are tourists visitors, the main visitors of
Hylton Castle?
Satisfaction  Visitor’s satisfaction  How can you describe visitors experience
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 Visitor’s interest in
visitor attraction
in Hylton Castle?
 What type of questions visitors ask you
about Hylton Castle?
Motivation  Motivation to visit
 Elements of visitor
attraction
 What motivates people to visit Hylton
Castle?
 Are there any other aspects from cultural
heritage in Hylton Castle?
Participant Observation
Observation checklist
 To observe a group of at least 3 people
 To be able to hear communication between people who are being observed
 To be able to access their activities
 To distantly understand purpose of visit
 To distantly understand satisfaction of their visit
Research diary extract
The participant observation is conducted by observing a group of 4 middle aged people
from a distance. No communication between the investigator and participants was undertaken.
The observation was 4 hours long and was conducted at the ground area of Hylton Castle, where
the access for researchers is free.
A group of 4 people who all seemed to have an expertise in cultural heritage walked into
the ground of Hylton Castle and started to wonder why the castle itself is closed. One of the
member of the group was observed to be engaged in a short communication with the staff
members of castle and an information was overheard that the castle has been closed for
renovation but their group is free to investigate the castle from the ground. Out of 4 participants,
one was female and other three was male. All of the participants had a notes diary in which they
were copying the abstract notes about the castle which were written outside the board of the
castle. After an hour of silent admiration of castle by the participants, they finally settled on the
ground and started discussing about the requirement of renovation of the castle. By observing
and over hearing the participants, it was interesting to know that they were investigating the
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castle too for their doctorate degree. After 2 and half hour of discussions about the castle and
how the castle is a small but important heritage property, the group decided to eat and hang out a
nearby restaurant which is highly famous for its cultural food. The group was then followed till
the restaurant and an interesting fact was identified that the restaurant is main point of interest for
people who visits this heritage site. The restaurant is known as Castle Fry is less than a kilometre
away from the Hylton Castle.
Commentary
The participant observation was undertaken at a visitor attraction of Hylton Castle where a
group of 4 people was observed for 4 hours long. Between the observation, I did not participate
in any kind of communication with the participants in order to observe real and unbiased
activities of participants. I only “observed” and not participated in between the group of 4 people
which levied an implication on the data as all the communication between the group was not
possible to be overheard.
The setting of research project was open and the internal area of castle was closed and
inaccessible due to renovation purposes. As this investigation was entirely based on observation,
the behavioural aspects of participants were not accessible that can include their motivation to
visit this visitor attraction and their personal perception regarding Hylton Castle. The access of
the field was not required to be accessed as the ground area of Hylton Castle was free for
investigators and this information was gained from the website of Hylton Castle. Due to the free
access of the field, the implication of easy observation was benefitted.
At the time of the participant observation, I was experiencing mixed feelings. The group of
people who were being observed were seemed to be middle aged people with lots of experience
regarding heritage and culture which initiated a feeling of captivation. A feeling of nervousness
was developed when it was identified that the group of people were also investigators who were
investigating for the doctorate degree and were not the tourists.
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A Visual Methodologies Practical
Background
The image is a part of advertisement campaign produced by Moxy hotels. The purpose of
producing this image is to advertise the environment of Moxy which let people to have fun and
experience fun time with their friends. The campaign or image attached above is developed to
target youth who are willing to do experience unpredicted surprises and want to attend great
parties as they are the prime audience of this advert. This image overall represents the
atmosphere which a visitor will experience at Moxy.
The image
The image is divided into various tiny bits which represents the experience of fun, great
parties which people can enjoy while staying at this hotel. The image is a combination of tiny
images and text. An image in the campaign image representing the in room concert facility
provided by Moxy hotels. Other than this image, there are 5 additional images which are
representing the food, indoor and outdoor parties which people can have at Moxy hotels. The
colour pallet which has been used in this campaign image is bold as there is a use of two
contrasting colours (Black and Pink) which highlights the name of the brand. Other than this, the
image is showcasing people who are the previous guests of their hotels and the activities
showcased in the image is primarily related to parties. Apart from the tiny bits of the campaign,
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