Advanced Research Methods Report

This report provides a comprehensive overview of advanced research methods within the context of the tourism and hospitality industry. It covers various learning objectives, including evaluating research processes, assessing research philosophies (positivism and interpretivism), analyzing different research approaches (qualitative, quantitative, deductive, and inductive), and evaluating primary and secondary data sources. The report also delves into issues of reliability and validity in data, the development and planning of a research project, and the creation of a research proposal. A case study focusing on consumer buying behavior in the UK eco-tourism industry is presented, demonstrating the application of these methods. The report includes a detailed methodology section outlining the research approach, philosophy, data collection techniques (questionnaires, interviews), sampling methods, and data analysis procedures. The inclusion of numerous illustrations and tables enhances the understanding of the concepts discussed. The report concludes by summarizing the key findings and emphasizing the importance of robust research methodologies in the tourism and hospitality sector.

Advanced Research Methods for Tourism
and Hospitality

Table of Contents
Introduction................................................................................................................................................4
Task 1.........................................................................................................................................................4
LO 1.1 Context of advanced research methods.....................................................................................4
LO 1.2 Evaluating the research process................................................................................................5
LO 1.3 Assessing the development of research in tourism and hospitality...........................................7
Task 2.........................................................................................................................................................9
LO 2.1 Evaluating range of research philosophies................................................................................9
LO 2.2 Assessing range of sources of information to support and develop research..........................11
LO 2.3 Analysing different approaches to research............................................................................12
task 3........................................................................................................................................................14
LO 3.1 Appropriate research methods in tourism and hospitality.......................................................14
LO 3.2 Range of sources for effective data collection........................................................................15
LO 3.3 Critically evaluating different approaches to data collection..................................................16
Task 4.......................................................................................................................................................17
LO 4.1 Evaluating range of secondary data........................................................................................17
LO 4.2 Evaluating complex sets of primary data................................................................................18
LO 4.3 Synthesising qualitative and quantitative data in complex mixed method approaches to
research................................................................................................................................................19
Task 5.......................................................................................................................................................20
LO 5.1 Issues of reliability and validity in data and their solutions....................................................20
LO 5.2 Developing and planning a research project...........................................................................20
LO 5.3 Appropriate research proposal................................................................................................21
Conclusion...............................................................................................................................................25
REFERENCES.........................................................................................................................................26

Illustration Index
Illustration 1: Research Triangle................................................................................................................7
Illustration 2: Inter-disciplinary framework...............................................................................................9
Illustration 3: Sources of information......................................................................................................11
Illustration 4: Deductive Vs. Inductive Research Approach....................................................................14
Index of Tables
Table 1: Timetable....................................................................................................................................25

INTRODUCTION
Travel and tourism industry is considered to be one of the highly competitive landscapes in the
UK, due to which it is very important for companies operating in this sector to research the market in a
bid to identify new trends and make necessary changes in its working (Cavusgil and Das, 2007). The
tourism industry today is evolving at rather a very rapid pace, due to which it is of utmost importance
for such companies to thoroughly assess the market. Research essentially is a process through which
different facts and figures related to a topic can be determined. This way new dimensions can be added
to the subject matter. There are various benefits that can be obtained by conducting an intensive study
of a topic. For instance it helps in resolving various problems related to the subject matter; as well as to
form and investigate various theories in terms of their suitability pertaining to the topic
(Krishnaswamy, Sivakumar and Mathirajan, 2009).
The present research is a testimony to provide a comprehensive understanding of aspects related
to research within the travel and tourism industry. Here various research methods, approaches,
processes, etc. are presented with a view point of Whitbread PLC, a UK based multinational hotel,
coffee shop and restaurant. In addition to it, various research philosophies also have been evaluated in
the present report (Weller and Gulick, 2014). Different sources of information that may be used to
conduct a research investigation also are presented and discussed in this research. Through this report
an attempt has been made so as to assess different sources of information that may be considered for
taking effective decisions in relation to the research investigation. On this basis, this research would
shed light over different tools and methods that may be used to conduct a research investigation in the
tourism and hospitality industry, so as to improve organizational functions of firms such as Whitbread.
This way suggestions can be made that would help the firm to prolong its existence in the market and
provide effective services to the customers.
TASK 1
LO 1.1 Context of advanced research methods
Research is a process through which either new facts are unveiled or an addition is made to the
existing ones (Babbie, 2010). Today conducting research into different areas and aspects of business
operations has become crucial for companies, as it is a way through which their overall functioning can
be improved, as well as take decisions to prolong the firm's existence in market. Research is important
from a variety of view points. For instance it provides insights into determining solutions through
which a problem can be resolved. Furthermore it helped in developing abilities through which different
issues can be evaluated. Various theories related to subject matter can be developed and tested by using

different tools and methods of research (Whiteley and Whiteley, 2006). Today the context of research
has changed by great margins. It can be supported through fact that in earlier times carrying out a
research investigation was a very time consuming and complicated process, as there were a lot many
areas and aspects that had to be considered. But today major changes have happened in this regard. It
now is a much simplified process, as new methods and tools have been developed (Love, 2005).
Essentially there are two kinds of research – applied and pure. As the name suggests, pure
research is related to conducting an analysis into different subject matter, just for the sake of adding
new dimensions to existing studies; while on the other hand applied research is used in context to
investigate or study a phenomenon (Noble and Smith, 2015). In short it can be said that the latter form
of research helps in determining cause and effect relationships. These research methods are explained
in the following points: Applied research: Main purpose of using this type of research is to be able to conduct an
investigation into different phenomena and real life problems. By following this method, a
researcher can attempt to provide solution for practical issues and also resolve them with ease
and effectiveness (Bradford, 2015). It is conducted so as to be able to test different theories and
develop new ones. Through it, results gained from pure research can be put to practical use.
 Pure research: It is that type of research which is conducted so as to enhance the knowledge
base of an individual and thus add to existing base of data and information pertaining to the
topic. It is exploratory in nature and is carried out with a practical 'end use' in mind.
There are various concepts and contexts related to advanced research methods. One of them is
the philosophies considered to conduct such an investigation (Marshall, 2007). Over the years
numerous research philosophies have been developed, but two of them are very famous and are used
extensively – positivism and interpretivisim. Through such kind of philosophies, a researcher can easily
and effectively conduct the investigation and thus attain desired results.
LO 1.2 Evaluating the research process
Conducting any research investigation is a very complicated process largely because there are a
variety of aspects that have to be considered in this regard (Fillis, 2007). Over the years, scholars,
academicians and experts on the topic of research have developed different processes and systems. It is
very important to evaluate different research processes because it would help the scholar to understand
elements that have to be paid a lot of attention so as to conduct the study in an efficient and effective
manner. Several research processes with variety of stages have been developed over the years. For
instance the one developed by Veal in 1992 consists of four steps – preparation and planning;

investigation; analysis and writing up/presentation of results (Garland and Garland, 2012). But on the
other hand, process developed by Polonsky & Waller (2005) contains six stages – problem definition;
research objectives; research design; data gathering; data analysis & interpretation; and presenting
the results. A scholar needs to ensure that he/she has thorough understanding of the process and several
stages involved in it. If it is not clear then the research cannot be carried out in an efficient and effective
manner.
Research process developed by Veal (1992) consists of four stages. According to Bradford
(2015) this is a very simplified process of conducting any research investigation (Goddard and
Melville, 2004). Further, the author also states that Veal had involved only four stages in the process,
there are a variety of aspects which essentially should have been involved here, but rather have been
omitted. Due to this effectiveness of the overall process is reduced dramatically. Vaivio (2008) states
that carrying out any research is a very complicated procedure, and simplifying it to this extent is not
right, because it reduces the overall effectiveness of conducting a research study (Wakins, 2010). Thus
here it is very important for the researcher to stay focused on the subject matter, as there is very limited
scope of discussing and evaluating other topics, though may indirectly be related to the topic. From the
following diagram, this research process can be explained and evaluated in a much better manner. Here
the researcher first would need to define subject area for the study. This means that first area which is
to be investigated (Sobh and Perry, 2006). Once a general idea about the investigation is obtained by
deciding on subject matter, the researcher will have to decide and develop a specific topic related to the
area that has been decided earlier. Finally the research project is to be undertaken by performing
different steps and procedures.

On the other hand, procedures given by Polonsky & Waller consists of 6 stages. In this regard
Khotri (2008) opines that even though it is a lengthy process, but is much more efficient and effective
(Mangan, Lalwani and Gardner, 2014). By following these stages, a scholar can much easily and
effectively obtain desired results. The author in this context opines that through these stages of the
process, in depth study pertaining to the topic can be carried out. They would enable the researcher to
delve deeper into aspects related to the study and evaluate them thoroughly, so as to ensure that the
study is carried out in an efficient and effective manner (Modell and Humphrey, 2008). Even though
sometimes it may seem to be a time consuming process, but it definitely is the right and most effective
one, as recalled by (Panneerselvam, 2004).
LO 1.3 Assessing the development of research in tourism and hospitality
For the management at Whitbread it would be of utmost importance that they take steps to
develop and conduct an effective research in the tourism and hospitality industry. This is primarily
because it would help management in identifying different aspects related to its operations and then
develop measures through which the same can be taken care of (Munkejord, 2009). There are certain
types of aspects that need to be considered in order to conduct an effective research in the industry.
Illustration 1: Research Triangle

They are people/community; organizations (both public and private); and services/facilities &
attractions. It is related to the inter-disciplinary framework developed by Veal (2004). On this basis, it
can be said that management at Whitbread would need to pay a lot of attention to the environment that
it is a part of (Vicky, 2013).
Herein it can be observed that all these elements are linked with one another and wield their
influence on each other. For instance, people or the community have an influence over organizations in
the tourism and hospitality industry; and vice versa as well. It largely is related with macro
environment, meaning that both these elements cannot control the factors and eventually would get
affected by it (Bertrand and Fransoo, 2002). Companies such as Whitbread would affect the customers,
i.e. the community in terms of their lifestyle. Similarly, organizations also have an impact over
services/facilities and attractions in the tourism and hospitality industry. Furthermore, firms such as
Whitbread get affected by products and/or services as management of the firm would attempt to ensure
that customer demands in terms of such facilities is fulfilled to great extents (Guercini, 2014).
On this basis, it can be said that while researching the tourism and hospitality industry, these
three environmental factors and forces would have to be given a lot of attention. Therefore, a researcher
would have to ensure that thorough understanding about these factors is obtained, because it would
help in making the research efficient and effective. Without such kind of knowledge, researcher will not
be able to study different aspects related to functioning of the tourism and hospitality industry (Healy
and Perry, 2000). While conducting such a study, researcher will have to pay attention towards aspects
such as different micro and macro environmental factors and develop thorough understanding about
them. By having information about such areas, an study into different topics related to field of tourism
and hospitality can be conducted in an effective manner (Jamieson, 2004). This would mean that
desired results can be obtained with ease and comfort.

TASK 2
LO 2.1 Evaluating range of research philosophies
To conduct any investigation in an efficient and effective manner, having knowledge and
information about different types of research philosophies can be very useful. It would enable the
researcher to conduct the investigation in an efficient and effective manner (Vaivio, 2008). Research
philosophies basically explain the development of knowledge and the nature of that knowledge. It
provides support to research strategies and methodologies and also affects the relationship between
knowledge and the process that is used to develop the same. Scholars and academicians over the years
have developed and propagated a large number of such philosophies. There are three major kind of
philosophies, which consist of various sub philosophies as well. They are as follows: Epistemology: It is related with nature and scope of knowledge to be gained by conducting the
research investigation (Dey, 2002). Essentially it is the study of 'knowledge'. Therefore through
the use of this approach, researcher can obtain thorough information about topic pertaining to
the study and put it to an effective use that would help in attainment of aim and objectives of
Illustration 2: Inter-disciplinary framework

the investigation. Therefore, the philosophy of epistemology works as a tool that helps in
enhancement of knowledge (Khotri, 2008). Here it may not be wrong to say that by using this
philosophy the researcher can contribute to existing facts associated with the topic. It consists of
two types of sub philosophies:◦ Positivism: It is a scientific approach to conducting any research investigation. It provides
an explanation, predicts and controls different aspects of the study by dividing and isolating
them from one another. Herein highly organized methods that can be easily measured are
used (Panneerselvam, 2004). The researcher does not have a direct interaction while using
this philosophy. This means that the scholar would have no control over outcome(s) of the
study. It is a type of social research used to discover patterns and regularities in different
societal aspects associated with a research topic in some or the other way (Downey,
Hamilton and Catterall, 2007).
◦ Phenomenology/interpretivisim: According to various authors and experts on the subject of
research methodologies, philosophy of interpretivisim leans towards collection and use of
qualitative data. Herein methods such as unstructured interviews, observations, etc. are
taken into consideration to conduct any research investigation (Ireland, Webb and Coombs,
2005). According to this philosophy, it is not possible to reduce the complexity of the world
and break it down into different series of laws and generalisations. The researcher has a
critical role to play here. Ontology: It can be defined as a process that studies the form and nature of reality. Therefore it
may not be wrong to say that it helps understanding different aspects related to functioning of
various societal aspects and concepts in an efficient and effective manner (Johnson and
Christensen, 2010). It again consists of two:◦ Objectivism: It evaluates different social phenomenon and also meaning of their existence
as socially independent facets.
◦ Subjectivism/Constructivism: According to this philosophy, social phenomena are as a result
of perceptions and actions of various social actors.
 Axiology: It essentially takes into consideration judgements about values, ethics and aesthetics
(Hansen, 2011). Herein a lot of attention is paid towards role played by different values in
different stages and phases of conducting a research investigation. It questions the very
objectivity or purpose of a research study.
LO 2.2 Assessing range of sources of information to support and develop research
For conducting any research study, it is of utmost importance that information and knowledge

about the subject matter is arranged or acquired through different sources (Patton, 2002). There are
numerous such sources that can be used in order to support and develop the research. They can be
categorized as follows:
 Books
 Academic journals
 Magazines, newspapers, trade press
 Market research and company information
 Internet
Researcher before conducting an investigation into different topics associated with the tourism
and hospitality industry, it would be very important that different sources of information are identified
and evaluated thoroughly (Burney, 2008). This is because it would enable the scholar to carry out the
research in an efficient and effective manner. Books are a very good source from which thorough
information related to topic of the study can be gathered. They can be very useful as they provide
extensive background information related to the subject matter. Furthermore, researcher can also easily
understand various theories and gain knowledge about how they have been used in the past as well as
the results that have been obtained from them (Bryman and Bell, 2003). Books are a very reliable
source of information, mainly because the author to write the book would have done thorough and
extensive research into the topic, so as to identify various aspects related to it. Therefore it can be said
that the scholar by evaluating books and collecting data from them to conduct an analysis into a topic
associated with tourism and hospitality industry can carry out the process of data collection in a much
efficient and effective manner (Saunders, 2003).
Similarly academic journals can also be a very effective source from where information
Illustration 3: Sources of information

pertaining to research topic can be gathered easily and effectively. It consists of data and findings of
various past primary research study topics. By gaining access to these journals the scholar would be
able to obtain authentic and relevant data related with the study and use it in a proper manner in the
current research study (Dona, 2006). Since these journals are peer-reviewed, it can be said that
information gained through these would be of highest quality standards that would help in ensuring
efficiency and effectiveness of the present study on different topics related to tourism and hospitality
industry in UK. Newspapers, magazines, trade press, etc. are also very effective source of information
through which numerous amount of data pertaining to the topic under purview can be gathered easily
and effectively. Not only are they authentic, but they are also very easy to be accessed (Jackson, 2010).
But here the researcher would have to ensure that the whole study is not dependent upon this source of
information.
By reviewing information from past market research data would help in process for conducting
a research study in a much efficient and effective manner. It can be supported through fact that these
provides fresh and highly authentic data with the help of which current study eventually can be made
more effective and its chances of succeeding can be enhanced by great margins (Merriam, 2009). These
are very reliable source of information, unlike the internet, on which a scholar though can depend, but
it is always advisable not to depend on it. Various academicians have hailed the internet as a very
valued source of information, as it can be accessed by anyone at any point of time. But it is not very
reliable, meaning that a scholar cannot heavily depend on it. A researcher can obtain authentic as well
as false information from the internet, meaning that there is a 50-50 probability of acquiring high
quality, effective and authentic information from this source (Johnson and Christensen, 2008). But
since it is easy and almost free to use, scholar for the present study on tourism and hospitality industry
can rely on this source, as there are chances that it would provide a good amount of very useful
information on the topic.
LO 2.3 Analysing different approaches to research
For conducting any research investigation it is very important to identify and use different kinds
of research approaches. They can be divided into four – qualitative, quantitative, deductive and
inductive. Qualitative research approach can be linked with social constructivist paradigm wherein
socially constructed nature of reality is taken into consideration (Shuttleworth, 2014). In this kind of
research design the scholar pays attention towards evaluating the literal meaning of different words and
aspects included in conducting a research investigation. It is a more interactive and personal kind of
approach that would enable a researcher to consider a large number of areas related to the topic in

consideration. In this sense it may not be wrong to say that researcher has a major role in the research
study; and his/her involvement would have a significant impact over outcome of the investigation. It is
an intuitive process; while aim of using this approach in any study is to either develop & re-develop
different theories (Bryman, 2008).
While on the other hand, quantitative research approach is related to positivist or post-positivist
paradigm. Herein, different statistical and mathematical tools are used in order to analyse and evaluate
data collected from various sources in an efficient and effective manner. The researcher would have to
develop a hypotheses and try to prove to disprove it (Kuada, 2012). Various research questions will be
developed that the researcher through this approach will try to answer and thus conduct the
investigation in an efficient and effective manner. It essentially is a pre-developed design and requires
thorough attention to be paid by the scholar, as any mistake here can develop a precarious situation for
the scholar, thus negatively affecting the whole study. Since it is a rational process, researcher does not
have a direct influence on the research process (Golafshani, 2003).
Deductive research approach is another method through which an investigation into a topic can
be carried out. It tests the relevance of a hypotheses to the study. Therefore it can be said that while
conducting a scientific research, using this approach can be very useful. This is because it would enable
the scholar to conduct investigation in an efficient manner that would lead to attainment of research
aim and objectives (Sekaran, 2006). Usually through this research approach data about existing
theories, facts, figures, etc. is collected. In this sense it can be said that first various theories are
assessed and evaluated on a number of parameters. Further hypotheses are tested and then either
accepted or refused. Aim of using this approach is to be able to provide an explanation about casual
relationship between different variables associated with the research topic (Guercini, 2014). It is a
highly structured research approach. Use of quantitative data can be commonly associated with this
research study.
In inductive approach, focus of the researcher is on developing different theories that in some or
the other way may be related with the current investigation. It can be supported through the various
stages that are involved in the process of conducting the research study. This research approach is
associated with qualitative research (McBurney and White, 2009). Therefore it can be said that the
scholar pays a lot of attention to identifying and understanding different patterns associated with topic
under consideration. Here the research is conducted first and then on the basis of it different theories
are formulated.

Illustration 4: Deductive Vs. Inductive Research Approach
(Source: Gabriel, 2013)
TASK 3
LO 3.1 Appropriate research methods in tourism and hospitality
Research methods are very important for conducting any investigation in an efficient and
successful manner. They provide understanding to the scholar about different methods that can be used
for conducting the research and then determining ways to use them properly in the study (Clark, 2002).
Therefore it can be said that by identifying and understanding different research methods, researcher
can carry out the study in a proper manner, ensuring that desired results can be obtained through the
study. Furthermore it also provide thorough understanding and comprehension to the reader(s) of
various tools and techniques that have been used by the researcher during the course of study. Research
methods provide justification to demonstrate that the methods used in the research are authentic, valid
and reliable (Keitsch, 2008). The most important method related to conducting an analysis into the
tourism and hospitality industry is 'methods of sampling'.
It is a crucial part of research methods, primarily because it enables the researcher to identify
and contact those individuals who would be involved in the research process on a given topic of
tourism and hospitality. Largely there are two techniques of sampling - probabilistic and non-
probabilistic (Vaivio, 2008). In the former method, every member of the sample population has equal
chances of being selected in the final sample size. This means that researcher can select any individual

from the population without having to look at different criteria to identify and select them for the study.
Through this method, the researcher also would have no idea on how the data collection and data
analysis process would be carried out; along with what the results would be (Saunders and et. al, 2006).
Therefore it can be said that through use of such techniques of sampling, researcher would have the
least influence on the study. Following are the methods that are used in probabilistic sampling:
 Random sampling
 Stratified sampling
 Multi-stage sampling
 Cluster sampling
On the other hand to it, in non-probabilistic sampling, as the name suggests does not involve
random selection. Herein the researcher identifies and develops the sample population that he/she may
have intention to consider in the research investigation (Chapman and McNeill, 2004). Therefore it can
be said that in this methods of sampling only selected individuals or entities are to be involved in the
final sample size. Due to this reason sometimes the scope of study as well as its effectiveness may get
limited. This is because to properly use the said research method of sampling, researcher would have
substantial involvement in the process. The scholar would determine who he/she wants to involve in
the study, meaning that there are chances of biasseness in results of the investigation. It includes
methods such as quota sampling, ad-hoc sampling, etc. (Wakins, 2010).
LO 3.2 Range of sources for effective data collection
There are a large variety of sources and methods through which process of data collection can
be carried out. Mainly they can be divided into two categories – primary and secondary sources of data
collection. Primary data is that which has to be collected first hand, i.e. it is fresh and raw in nature. It
is very important that such form of data be used in a research study as it would provide new insights
into theories and concepts being assessed by the researcher. Furthermore they also help in ensuring that
new facts and findings can be discovered through the study (Whiteley and Whiteley, 2006). There are
various methods through which such data can be gathered. But they can be categorised into two –
qualitative and quantitative. But the tools listed in qualitative data collection process are used widely.
It is that method in which researcher is not to be paid too much attention to collecting data in
numerical form. Many authors and academicians over the years have said that it is one of the best and
effective methods for collecting data for conducting a research investigation. By using this method, the
research can be made easily available to different audience members and also help them to effectively
various aspects of the research study (Coolican, 2009). This is because results of the research can be

accessed by anyone at any point of time. There are various methods of collecting data through
qualitative techniques. Some of them are listed and explained as below: Interviews: It is a technique of data collection which enables researcher to contact an individual
from the sample size at one given point of time only. It is a very well known and highly used
method of data collection (Garland and Garland, 2012). When it is used with positivist
philosophy, the interviews would be well structured and coding of the questions would have
already been done. Furthermore, here the researcher would be 'independent' of the study, and
thus would not be able to wield his/her influence on the process of data collection. This way
gathered data can be considered to be more authentic, reliable and valid. But when it is used
along with interpretivisim philosophy, interviews would be 'one-way' only; in addition the
researcher will have a significant influence over the data collection process (Panneerselvam,
2004).
 Focus groups: In this method of data collection different groups are made, where the members
are asked variety of questions related to their perceptions, beliefs, opinions, etc. on a given
topic. It is a very good technique through which large amount of data can be collected in a very
short span of time (Kuada, 2012). Usually such groups consist of 8-12 members, each of which
are free to voice their own thinking and can freely express their thoughts in context of the topic
in consideration.
Another very popular form of data that can be used in a research study is secondary data. It is
collected through various secondary sources. Methods to collect this type of data includes reviewing
different past books, journals, magazines, newspapers, etc. It can be a very effective source from which
data for a study can be collected (Guercini, 2014). This is because it would enable the scholar to
understand past findings and articles related to the topic. Thus conceptual clarity and a sound
theoretical base can be developed by both the researcher as well as the intended reader(s).
LO 3.3 Critically evaluating different approaches to data collection
Data collection is an imperative aspect of research process. This is because it helps the
researcher to obtain information regarding findings of past studies on the topic as well as views and
opinions of the sample size members. It is the heart of any investigation. By carrying out this process,
the scholar would be able to conduct the study in an efficient and effective manner, ensuring that aim
and objectives are attained with ease and comfort (Dona, 2006). There are two main sources and
methods of data collection – primary and secondary.
The former one is a technique through which researcher can gather fresh and raw data

pertaining to the topic. For any research investigation collecting primary data can be very useful, as it
would enable the scholar to obtain extensive information on the subject matter and analyse them
thoroughly on various parameters that essentially would help in conducting the research in efficient and
effective manner (Keitsch, 2008). There are various through which primary data for the study can be
collected. It includes the likes of questionnaire survey, interviews, focus groups, etc. The researcher
would have to select from these methods very carefully, as any mistake in this regard can prove to be
very dangerous for the whole study and also influence its outcome in a variety of ways. Interview is a
technique where the researcher would interact with only one respondent at a time from the total sample
size. Through this method detailed information can be obtained, as use of this method would enable the
scholar to not only record answers of the respondents but can also note their body language, facial
expressions, etc. (Healy and Perry, 2000). But its major downside is that it is a very time consuming
process and requires utmost attention to be paid by the researcher. Any mistake in use of this method
can turn out to be very dangerous for the overall study and also the results that may be obtained from it.
Moreover using interviews as an approach to data collection can be a costly affair as well (Merriam,
2009).
Questionnaire survey is another very popular approach of primary data collection. Herein
various questions related to the topic of research in tourism and hospitality industry and present them
on a sheet of paper to the respondents. This will help researcher to contact a large number of
respondent and ask them to provide answers to the questions (Shuttleworth, 2014). The biggest
advantage of this method is that through it large number of people related to the study can be contacted
in a very short span of time, meaning that more respondents can be contacted through which overall
effectiveness and efficiency of the study can also be enhanced. On the other hand its major
disadvantage is that it does not provide in-depth information relating to responses of members from the
sample population. Thus it may not be wrong to say that there are chances that the use of this method
of data collection may not necessarily prove to be helpful in effectively conducting the research
investigation (Kuada, 2012).
TASK 4
LO 4.1 Evaluating range of secondary data
Just like primary data, for conducting any research investigation secondary data is also very
important. It can be defined as that source of information that already exists and only needs to be
acquired through sources such as books, journals, magazines, etc. Such kind of data is important
primarily because of reason that it enables both researcher as well as the audience to gain conceptual

clarity and develop a sound theoretical base (Munkejord, 2009). This would help in accomplishing aim
and objectives of the study, thus making it very successful. On this basis, secondary data can be defined
as that set of knowledge that has been collected by person(s) other than the user. By gaining access to
such kind of data set, scholar can much easily carry out the research process. Over the years various
types of secondary data have been developed. In the following points, these have been evaluated from a
variety of perspectives: Books: It is one of the widely used form of secondary data (Whiteley and Whiteley, 2006). For
carrying out any research, it is imperative that different books related to the topic are assessed
and evaluated from a variety of viewpoints. Since they thoroughly explain different already
established theories on different subject matters, it can be said that they can provide extensive
knowledge and information to the scholar for current research investigation. In addition, they
are very reliable, accurate and valid source of information, different concepts can be understood
through them much easily and effectively (Merriam, 2009).
 Academic journals: These are some of the very reliable and extensively used secondary data
which is considered by researchers. Basically it consists of findings and results on the basis of a
past primary research. Because they provide detailed information on the subject matter, it can
be said that they provide specific information on the topic (Vicky, 2013). Since these journals
are peer-reviewed, it can be said that they are more effective and thorough as well as highly
useful for conducting any research investigation.
LO 4.2 Evaluating complex sets of primary data
When collecting primary data for any research investigation, it is of utmost importance that the
researcher remains very cautious while using such methods. This is because there are a large number of
areas and aspects that need to be paid a lot of attention to while collecting data through such primary
sources. There are several complex sets in context of primary data (Babbie, 2010). There are two main
types of data – primary and secondary. In primary data numerous kinds of complex sets are involved.
One of them is the concept of empirical data. It can be obtained through technique of observation or
experimentation. While it can be analysed by way of using different scientific tools and methods. It can
be a very complex set of primary data for a researcher conducting study on the topic of tourism and
hospitality industry. This is mainly because there are a number of aspects that would have to be paid
attention by the scholar and also ensure that respondents are fine with them being observed. Here
different hypotheses would have to be developed by the researcher through which empirical research
process can be carried out in an efficient and effective manner (Johnson and Christensen, 2010).

Furthermore collecting such kind of primary data can be a very time consuming as well as tedious task
to perform in an effective manner.
Another type of complex sets of primary data is qualitative and quantitative forms of data sets.
Gathering such kind of data is a task that requires utmost attention to be paid by the scholar. Collecting
quantitative data can be a complicated process because of reason that it is not very easy to gather
information that can be easily expressed in numerical form (Saunders, 2003). While conducting process
of data collection through such tool, the researcher would have to pay attention to ensure that proper
quantitative tools and methods are used, otherwise it can be very dangerous for the whole investigation
and hamper its effectiveness. Similarly, collecting qualitative data for a study on topics related to
tourism and hospitality industry, could require a lot of time to be invested by the scholar ( Hansen,
2011). This is because the scholar would have to pay attention to a variety of aspects related to the
process, for instance he/she will be required to try and understand the body language, facial
expressions, etc. of the respondents (Love, 2005). Additionally, these 'unspoken' responses will also
have to be taken into consideration by the researcher.
LO 4.3 Synthesising qualitative and quantitative data in complex mixed method approaches to research
Mainly there are two types of data which are used in any research investigation – qualitative and
quantitative. Researcher has to very careful determine which of the two data sets would be used in the
study, as they both have very different implications on the research process (Jamieson, 2004).
Generally qualitative data is considered to be most effective for conducting a study which largely is
based on topics such as the ones related to tourism and hospitality sector. There are a number of aspects
that need to be considered in this regard. Usually, interpretivisim or subjectivism philosophy is used
along with qualitative data. Over the years, various methods have been developed through which
qualitative information can be gathered easily and effectively. It includes the likes of interviews, focus
groups, content analysis, etc. (Vaivio, 2008). But the use of these methods for qualitative data can be a
very time consuming affair, meaning that it could become expensive as well.
Similarly, quantitative data form another very crucial aspect of conducting any research
investigation. It is a technique through which collected knowledge and information pertaining to a topic
can be assessed and evaluated through the use of different mathematical and statistical tools. This can
be a very effective tool for conducting any research investigation because it would enable the
researcher to express many things about the topic in a short manner (Sekaran, 2006). There are a
number of aspects which need to be considered by the researcher while using this method. One of the
primary ones is the sampling process. Essentially it is a system through which participants who can be

involved in the study are identified. Herein if proper attention is not paid to aspects such as sample size,
then there are chances that this method may not be used efficiently and effectively (Munkejord, 2009).
TASK 5
LO 5.1 Issues of reliability and validity in data and their solutions
Conducting a research investigation is a very complicated task to perform, as there are a number
of areas and aspects that have to be considered in this regard. A scholar needs to ensure that data which
is used in the study is not only authentic but it must also be valid and reliable (Johnson and
Christensen, 2008). These two are very important aspects of conducting any research investigation in
an efficient and effective manner. Therefore it may not be wrong to say that the scholar would need to
pay a lot of attention towards maintaining them.
Reliability can be defined as consistency in measurement. According to, reliability can be
related with consistency in the data sets collected by the researcher to conduct the study. On the other
hand, validity is related with 'truth' in the measurement (Krishnaswamy, Sivakumar and Mathirajan,
2009). If it is not consistent, then it could hamper the overall productivity, efficiency and effectiveness
of the research. Furthermore, by maintaining reliability, targeted readers would be able to understand
the study much easily. This is a crucial aspect of a qualitative study, as it determines 'soundness' of the
research. In many type of research studies it has been determined that there is poor justification of
research methods, lack of transparency in the analysis procedure, etc. (Weller and Gulick, 2014). On
this basis, it can be said that issue of reliability and validity is very important in order to be able to
effectively conduct any research investigation.
Therefore, the two can be linked with overall quality of the research. If these are not maintained
properly, then findings of the research may not be utilized in an effective manner, as its delivery would
be hampered in a negative manner (Cavusgil and Das, 2007).
LO 5.2 Developing and planning a research project
Eco-tourism is one of the many emerging aspects of tourism industry in the UK, as in recent
times it has gained substantial popularity. There is a need to thoroughly evaluate the buying behaviour
of customers of this industry, as it would provide extensive information about steps that need to be
taken to attract more and more travellers to this form of tourism (Garland and Garland, 2012). Buying
behaviour is an important phenomenon that needs to be taken into consideration for attracting
customers.
In order to conduct research investigation on the said topic, qualitative technique will have to be

used along with inductive approach. Researcher here first would be required to observe through
different methods of data collection; note down the observed patterns and then finally develop a theory
according to the findings obtained. Further, interpretivisim philosophy would be used here that would
enable the researcher to conduct an in-depth analysis on the topic (Krishnaswamy, Sivakumar and
Mathirajan, 2009). While data for the collected through two sources: primary and secondary. For
collecting primary data, technique of questionnaire survey would be used; on the other hand, secondary
data will be gathered by way of analysing and reviewing different books, academic journals, online
articles, etc. on the topic. To collect primary data, survey would be carried out employees of different
travel agencies operating in the UK. Sample size would be 100 staff members who would be identified
through technique of random sampling (Mangan, Lalwani and Gardner, 2014). Process of data analysis
will be carried out through qualitative technique where different themes would be formulated on the
basis of data collected through the above mentioned methods.
LO 5.3 Appropriate research proposal
Title: “To Analyse Factors Affecting Consumer Buying Behaviour: A Case Study of UK Eco-
Tourism Industry”.
Background of the study
Buying behaviour of customers form one of the most important aspects of working of
companies in the travel and tourism industry. It can be defined as a set of activities that determines
behaviour or attitude of customers towards a product and/or service. Companies working in the travel
and tourism industry need to pay a lot of attention towards this aspect, as it has a significant
performance of this sector. Eco-tourism is one of the emerging forms of travel and tourism. It is an
activity wherein the travellers stay as close as possible to the nature. There is a need to conduct an
analysis into this topic, mainly because it would shed light over ways that can be used to attract more
and more customers or travellers to this form of tourism activities. Buying behaviour essentially is a
phenomenon that gets influenced by a large variety of factors and forces. Therefore by understanding
and evaluating these aspects thoroughly, recommendations can be made that would help in positively
influencing behaviour of the customers and make them loyal.
Research Questions & Objectives
Following research objectives will help in achieving aim of the study:
 To evaluate the concept of buying behaviour.
 To understand emergence and growth of eco-tourism in UK.

 To assess factors affecting buying behaviour of customers of eco-tourism.
 To recommend ways to positively influence behaviour of eco-tourism travellers.
Determining answers to the below given research questions will help in fulfilment of aim as
well as objectives of the study:
 What is customer buying behaviour and how is it relevant to travel and tourism industry?
 How has eco-tourism gained so much popularity in recent times in UK?
 What factors and forces influence buying behaviour of eco-tourism travellers? How can companies in this sector positively affect the customers and attract them towards eco-
tourism?
Research Methodology
A very important aspect of conducting any research investigation is the various methods and
tools that are employed to carry out the study. They provide guidance to researcher on best ways that
can be used to conduct the research. In the following paragraphs different methods that would be used
to conduct the present study are provided:
Research Approach
There are mainly two kinds of approaches – deductive and inductive. In this research
investigation, inductive approach will be used. Since it is a qualitative research, use of this approach is
best suited. This way the researcher would be able to bring out new facts and figures related to the
topic.
Research Philosophy
These are also of two types – interpretivisim and positivism. Philosophy of interpretivisim will
be used in this study. Interpretivists believe that there are multiple realities and that they are related to
one another in one or the other way. Through this philosophy, different factors which influence buying
behaviour of customers in terms of eco-tourism can be assessed much easily and effectively.
Data Collection
Data collection is a process through which information pertaining to the topic can be gathered
and then analysed properly through different tools and methods. Effective results can be determined if
data is collected through both primary and secondary sources for current research. Primary data will be
collected through questionnaire survey; while secondary data by reviewing different books, journals,
etc. pertaining to the topic of customer buying behaviour.
Sampling

It is a process through which respondents of the research can be identified and involved in the
research. Here random sampling techniques will be used. 100 employees of different travel agencies
that provide eco-tourism services would be contacted and asked to fill the questionnaire.
Data Analysis
Mainly there are two techniques of data analysis – qualitative and quantitative. Considering
nature of the present study as well as approach and philosophy being used, technique of qualitative
analysis is best suited. Herein different themes on the basis of collected data would be developed and
evaluated along with representing them through different charts and diagrams.
Timescale
Activity Week 1 Week 2 Week 3 Week 4 Week 5 Week
6
Week
7
Week
8
Week
9
Writing
Research
Proposal
Reading
various
literature
Finalizin
g the
aims and
objective
s
Draft
literature
review
Collect
secondar
y data
Analyze
secondar
y data
Develop
research
approach
Draft
research
methodol
ogy
Develop
questionn
aire
Arrange
the

interview
Conduct
the
interview
Accumul
ate the
data
Draft
Findings
Analyze
data
Complete
remainin
g
chapters
Submit it
to tutor
and await
for
feedback
Revise
the draft
Print and
bind
Submit
Table 1: Timetable
CONCLUSION
Travel and tourism industry is one of the major contributors to income of a country. It helps in
attracting a large amount of foreign exchange that ultimately will help the nation to grow and develop.
During the present study it was observed that conducting a research into the travel and tourism industry
has become very important in recent times, as the sector has grown at a very rapid pace. Further various
tools and methodologies for effectively conducting the research were also discussed. A research
proposal also was developed in the report. Its aim was to evaluate various factors that affect customer
buying behaviour in eco-tourism and then suggest ways through which such forces can be mitigated
with ease and comfort.

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