Wittenborg University: Research Methodology on Hotel Service Quality

This report presents a research methodology designed to investigate and improve hotel service quality, focusing on maximizing guest satisfaction. It outlines the Interpretivist philosophy guiding the study and employs a descriptive research design to understand the problem comprehensively. The methodological choice is a mono method, utilizing qualitative data analysis. Primary qualitative analysis is the chosen research strategy, with interviews as the primary data collection tool, and thematic analysis for data examination. The time horizon spans seven weeks, detailing the steps from question finalization to final report submission. Data collection involves structured interviews with customers, guided by five key questions. The data analysis employs a qualitative approach, specifically thematic analysis, to identify key service dynamics. The report emphasizes validity and reliability through careful interview question design and one-to-one interviews. Ethical considerations are addressed, ensuring the integrity of data collection and analysis. The report concludes by providing references and an appendix containing the interview questions, offering a comprehensive overview of the research process and its application to enhance hotel service quality.

Running head: THIRD CHAPTER
THIRD CHAPTER
Name of the Student
Name of the University
Author Note

THIRD CHAPTER
Chapter 3: Research Methodology
Introduction
The research methodology forms a critical chapter which lays down the associated
research methods which have been applied for the study (Kumar 2019). In addition to this, the
research methodology also outlines how the objectives of the study shall be attained and
achieved. In association with this, the given research methodology will lay down the research
philosophy, research design, methodological choice strategies and data collection as well as the
analysis tools.
3.1 Research philosophy
The research philosophy can be stated to be the set of assumptions which are usually
undertaken by the author of the study in order to gain an understanding of the overall manner in
which the study will be proceeded with (Ledford and Gast 2018). The research philosophy as
selected for the given study can be mentioned to be the Interpretivist Philosophy. In this kind of a
philosophy the description of the problems will be undertaken which will be followed by
Interpretation of the probable results.
3.2 Research design
The research design can be understood to be the overall format as followed for the study.
As this study intends to find the manner in which the Quality of the Hotel can be improved upon
for Maximization Guest Satisfaction, the descriptive research design has been adopted. This shall
assist in describing the research problem at length.
3.3 Methodological choice

THIRD CHAPTER
The methodological choice can be referred to as the medium using which the research for
the study is generally undertaken (Flick 2015). The focus of the research lies to understand the
manner in which maximum satisfaction can be attained; the Mono method has been adopted
whereby the Qualitative method of data analysis has been undertaken for the study.
3.4 Research strategies
The research strategies can be adequately described to be the overall plans which are
undertaken to proceed with the research work (Taherdoost 2016). As this study intends to
understand the manner in which the hotels can maximize the service quality, the appropriate
research strategy has been taken to be as the Primary Qualitative analysis. This research aims to
understand how the different departments of the hotel will be able to improve for the customers,
hence, the Primary method of data collection can be undertaken for the research whereby, the
Interview has been used as aa means for the data collection and the Qualitative means of
Thematic analysis has been chosen for the examination.
3.5 Time Horizon
Activity Months
W1 W2 W3 W4 W5 W6 W7
Finalizing the questions to be asked 
Deciding upon the number of
interviewees
 
Formatting the questionnaire 

THIRD CHAPTER
Collecting the data for the interview   
Aligning the data into various
themes
 
Examination of the data collection  
Analysis of the information  
Interpretation of the findings  
Discussion 
Concluding the Study 
Designing a rough draft  
Submitting the Final Work  
3.6 Data collection techniques and procedures
The Data collection technique can be effectively described as a technique using which the
data for the purpose of the interview is collected. In consideration of this, it can be mentioned
that the appropriate data collection method which has been chosen for the research and applied

THIRD CHAPTER
accordingly can be stated to be the Primary data collection method (Fletcher 2017). As the focus
and objectives of the study is to understand the means using which the Hotel Sofitel Wentworth,
the customer point of view is very essential. In association of this, the Interview has been chosen
as the research instrument. A set of 5 questions have been prepared and they have been discussed
with 10 customers so as to understand their point of view. This shall assist in achieving the
research objectives. (Refer to Appendix)
3.7 Data analysis
The data analysis can be stated to be the manner using which the data which has been
collected for the study is examined. In association with this, it is effective to mention that, the
research data analysis method which has been adopted is the Qualitative method (Wiek and
Lang 2016). In the Qualitative method of analysis, the thematic analysis has been undertaken
whereby the different Service dynamics have been divided into different themes to understand
the findings.
3.8 Validity & reliability
The reliability and the associated validity can be stated to be concepts which are
generally made use of to understand the overall quality of the research. In association with this, it
generally tends to indicate the manner I which a technique or a test measure means. Hence, the
Reliability is referring to consistency whereas the validity refers to the accuracy of a measure. In
association with this, the validity of the interview questions need to be mapped accordingly so as
to be able to ensure maximum validity and the interviews are required to be collected on a one to
one correspondence basis only.
3.9 Ethical considerations

THIRD CHAPTER
The ethical considerations can be stated to be the authenticity of the means of data
collection and associated analysis. In association with this, it can be mentioned that, the research
will follow all ethical means.

THIRD CHAPTER
References
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International journal of social research methodology, 20(2), pp.181-194.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Taherdoost, H., 2016. Sampling methods in research methodology; how to choose a sampling
technique for research. How to Choose a Sampling Technique for Research (April 10, 2016).
Wiek, A. and Lang, D.J., 2016. Transformational sustainability research methodology.
In Sustainability science (pp. 31-41). Springer, Dordrecht.

THIRD CHAPTER
Appendix
Interview Questions
1. Do you think the services as generated by the Hotel can be improved?
2. What measures can be undertaken by the Hotel to ensure successful operations?
3. What do you believe about the culture of the hotel?
4. How has the staff service been in the last few days of your stay?
5. How satisfied are you with the services and what design changes would you recommend