Qualitative Research Methods Mini Portfolio: Research Project Analysis

This assignment presents a mini portfolio exploring qualitative research methods. It begins with an introduction to qualitative research and its methodologies. Task 1 focuses on an interview checklist, detailing research projects, theme-specific topics, and social media's role. Task 2 documents participant observation on Oxford Street, including a research diary extract and short commentary on the observation process. Task 3 examines visual methodologies, analyzing a visual advertisement for its message, strategies, target audience, and symbolic elements. Task 4 presents a coded interview transcript, outlining the coding process and the transcript itself. Task 5 outlines a major project proposal. The portfolio demonstrates an understanding of qualitative research techniques, data collection, and analysis, providing insights into various research approaches and their practical applications. The assignment covers a range of qualitative techniques, from observation to coding, and presents a comprehensive overview of the research process.

Qualitative
Research Methods

Table of Contents
INTRODCTION..............................................................................................................................1
TASK 1: INTERVIEW CHECKLIST ...........................................................................................1
TASK 2: PARTICIPANT OBSERVATION...................................................................................2
Short commentary.......................................................................................................................3
TASK 3: VISUAL METHODOLOGIES OR WRITTEN ICONOGRAPHY PRACTICAL.........3
TASK 4: CODED INTERVIEW TRANSCRIPT...........................................................................5
TASK 5: MAJOR PROJECT PROPOSAL..................................................................................17
CONCLUSION .............................................................................................................................20
REFERENCES..............................................................................................................................21
.......................................................................................................................................................21

INTRODCTION
Qualitative research introduces as a scientific method of observation that is used by
researcher for gathering non-numerical information (Flick, 2018). This assignment is a type of
mini Portfolio that include five individual items such as An interview checklist, Participant
observation, A written iconography practical, A coded interview transcript and Major project
proposal. Main purpose of conducting this assignment is to develop basic understanding about
the qualitative research methods.
TASK 1: INTERVIEW CHECKLIST
Research Project: Reason for visiting a particular destination
Theme Specific Topics and
Issues
Response
Growing
significance of
destinations
Importance of
destinations
Destinations play an important role in influencing
people towards specific place.
Likelihood
towards a
destination
Main purpose for
visiting a particular
destination
There are certain purpose for travelling a particular
destination such as recreation, research travel,
tourism or vacationing, gathering of information,
volunteer travel for charity, visiting people, business
travel etc.
Star
attractions of
favourite
destination
Main features of
appealing destination
There are several features of the any type of
destination such as culture, architecture, gastronomy,
events, shopping, infrastructure, landscape etc. These
are main features that attract more towards visiting
of specific destination.
Heritage sites Reasons behind visiting
heritage sites
There are basically three reasons for visiting heritage
sites such as heritage experience, recreational
experience and learning experience.
Attractions of Features of an attractive A tourist attraction is a specific place of interest
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a destination tourist destination where visitors visit, mainly for its inherent and
exhibited natural as well as cultural value, natural or
built beauty, historical importance, offering leisure
and amusement.
Social Media
Marketing in
Tourism
Industry
Social media platforms
for attracting tourists
There are number of platforms that helps in
attracting towards selection of particular destination.
Instagram, Facebook, Twitter are main platforms that
helps in providing appropriate information about the
place.
TASK 2: PARTICIPANT OBSERVATION
Oxford Street in London is the chosen public place for carrying out qualitative research.
This street is regarded to be one of the busiest street within the confines of this well developed
city with first in class infrastructure. For observing the people on Oxford Street, there is no
requirement for gaining access and taking any kind of permission or qualification. In this regard,
analysing people in this street was not at all an easy task. As the life of London is quite busy, so
is the Oxford Street with a large number of moving from one place to another. This causes the
conditions to change on a constant basis. There was too much of noise on the street owing to the
large base of tourists moving here and there and trying to set interaction with people (King,
Horrocks and Brooks, 2018). Further, owing to the presence of several shops on this street
selling wide array of products, the street is colourful as a whole with different types of
architectures, lights, smells, shades and people.
The comments in outcome to the thought for restricting traffic at Oxford Street in London
highlights that number of persons have subjective and different opinions on what constitutes a
bad or good public space. The street had different types of people engaged in activities such as
exercising or playing, socializing, accessing light, relaxing in fresh air or nature. Researcher
observed the respective street with special regards to number of people interacting with each
other and giving their views about the market place.
Research Diary extract
I started my walk right on Oxford Street in London. Most of the persons never genuinely
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take a walk in around their locality to observe their surroundings. I have done observation in
group for a time period of minimum 2 hours. I increased my knowledge about Oxford Street in
London and an individual who come and purchase products. In order to gather experience of an
individual at this road, I played important role in collecting data from the large number of
persons. I took an interview and collected information about Oxford Street from the people who
have been carrying out their businesses in that locality for a long period of time. During the
process of data collection, I faced some issues which are mainly related with the improper
behaviour of people. For overcoming this issue, I used ethical considerations and gathered all
data in an ethical manner. Observing this road, one of the busiest streets situated within the
confines of London, supported me in carrying out my study as per the requirements. Along with
this, I also observed that people moving or working on this street participated in a number of
activities such as socializing, exercising, breathing in fresh air, playing, crossing the road etc.
Observing and analysing all of this helped me in identification of wants and needs of people on
Oxford Street.
Short commentary
In observation in participate for collecting information about the opinion of people
regarding the busy street. This method helped in gathering of primary data from the people who
walk in Busy street. For doing this investigation, there are two types of setting which are
qualitative and quantitative (Smith and McGannon, 2018). For this observation, qualitative
setting was used by me. As it supported me in collecting of information in reliable and in-depth
manner. In this observation, there are some parts that are inaccessible for me including, when I
need data in form of quantitative and also when I require information in detailed manner. There
is no need for me to give access for observing Busy street place and people. Yes accessibility
have implication for this research by providing in-depth and real data about the field of study.
During the participants observation I feat good but sometimes I also feat nervous because of
lack of resources and lack of time. This feeling directly impacted on my work while I need to
complete each activities of this study in given time period. Lack of confidence also impacted on
my work while gathering of information in ethical and systematic manner. Therefore, qualitative
study is more useful for me as it helped me by providing data in detailed and in-depth manner.
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TASK 3: VISUAL METHODOLOGIES OR WRITTEN ICONOGRAPHY
PRACTICAL
Visual methodologies introduces as an independent resource for every person working
with visual materials. This method of qualitative research offers practical guidance as well as
expert theoretical orientation on how to think, approach, and interpret visual culture (Mays and
Pope, 2020).
1)What is the message of this visual composition? What image does it present of Moxy hotels?
The visual composition of this advertisement is aiming to invite people who are young
and wants to have fun while travelling to a new destination. There has been a use of picture of
young women and couple dancing. All the images which has been used in the advertisement
signifies partying and adventure. The image which has been presented is contemporary and re-
defines the manner in which hospitality services are perceived in the market.
2) What strategies does it use to communicate its message? How is the message conveyed to
the viewer?
The Message which has been communicated using simple English that can be
understood by travellers around the world. The Urban tone of hashtags have been employed to
keep it relatable for the young audience. The message is being communicated through use of
visual images using illustrations of young women and couple partying in a hotel which makes it
more appealing for people who have bored of their routing lifestyle and wish to travel to a place
for a change.
3) Who is it intended for? What is the prime audience for this advert?
This advertisement is intended for young travellers who are looking for hospitality
services that are different from that of a traditional hotel. The prime audience for this unique
hospitality service provider are young travellers who wants to have fun and party.
4) What effect do you think this image is intended to have on the viewer?
This image raises level of excitement in the mind of the viewers if they are from the
targetted segment of population. The reason for the same is that using a composition of images
of young people and use of urban language assures that right people are targetted and at the same
time assures that they are persuaded in leaving their routing life and heading for a travel
adventure.
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5) Can elements of this image be viewed as signs? What might they represent? What types of
signs are evident in these images?
It is definitely possible that images using in the poster can be used as a signs which
shows fun, entertainment and adventure to the young audiences. They present number of
activities which are music concert, dancing activity etc. These activities helps in attraction of
large customers which turn to support an organisation in increment of its sales and market ratio.
6) What types of human activity can be identified in this composition? What is their
significance?
The human activity which has been denoted from the advertisement is partying,
excitement and adventure. The use of composition of image of young people state that it is for
people who wish to do something other than ordinary or routine tasks. The use of words and
statement denote that it is not going to be very expensive and services can be used by major
section of the population.
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TASK 4: CODED INTERVIEW TRANSCRIPT
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Item 4: Interview Coding
Task Instructions
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.
Code B=
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)
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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.
Does the idea come from research, or just off the
top of your head to get it?
Well we went on a caravan holiday and we sat in this
caravan and we thought this is cool; we will just have
barbeques and just drink beer. Just chill out George (Their
son) was only 7 weeks old and everything was dead easy
going and slow the pace reminded us of when we went
travelling to Asia and this was the life, but on the
doorstep. Somewhere we could go on a weekend, every
weekend just to get away from the city. Then Amanda
wanted something mobile and then the VW was a
compromise.
Did you give it a name?
It didn’t have a name when we got it. Our initial idea in
the July 2009 and we didn’t get it for 10 months of
waiting, painstaking waiting and it didn’t have a name we
thought Ulysses or, the registration was UCU34l. It was a
TV program, Ulysses (Pronounced dramatically). Most of
them are girls names so we decided in the end to call it
Jenny because that’s what Forrest Gump (the movie) calls
his boat.
Does that represent travelling or something?
Just liked the name.
Did giving it a name help with attachment to it?
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Well they are mostly girls and it’s like naming a ship. I
thought there was a slight cultural difference of the
people who got them; the Dubbers who had names were
different from those who hadn’t.
In what way?
I don’t know.
You’re allowed to say what you think?
It seems that if you really knew VW then you didn’t name
it. So at first we didn’t name it, we haven’t had anything
and called it a name. Even George’s teddies, his rabbit are
rabbit.
Not a sentimental old fool then? (researcher
laughs)
So where you brought up with camping?
Yes well we had definitely camped, with cubs and stuff like
that and school camp at the lakes which was cool. Err
then with the lads trying to get in campsites when we
were 16, sleeping in fields. Walking through fields of bulls
and swampland and stuff and waking up in the morning
with this guy on his quad going get off my field and we
were like oh no. We went camping then, we went walking
then. We had a break then returned to it with mates and
realised that you could just sit and eat and drink as much
as you wanted and it was great, you could just get as
drunk as you wanted and that was fine. We didn’t really
go camping me and Amanda but then when we had a kid;
it really seemed to make sense and still does. That is the
lifestyle that I want my family to have.
Do you think that’s more a boy thing or just
general?
What with camping, I guess stereotypically yes. Like its
roughing it and Amanda doesn’t want to rough it, whereas
maybe when she was younger she would of, but she’s 30.
I liked mucking in, getting wet, getting dirty whereas
Amanda didn’t like that about the camping. There will be
girls that don’t enjoy it and girls who do, but as a general
rule boys like getting in a mess and most girls don’t. The
idea of getting wet and sitting in a leaky tent brings out
survival instincts in me. My cousin and his wife goes
camping, well glam ping actually they put a carpet in their
tent. I suppose you’re forced to make you own
entertainment in a way. You’re forced as a couple to be
together, well not forced but you’re on a campsite and it’s
a relaxed ‘holiday’ atmosphere.
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