Course Title: Research Methods
Campus Nanning Normal University (NNU) Mingxiu
March 02, 2020 - June 2020
Introduction
The course provides some useful guidance throughout the whole process from initial ideas to writing it up and presenting the findings. There are eleven blocks which begin by outlining the nature of research and the methods typically used by researchers of tourism, hospitality and events management. The course provides some guidance on how to plan a project and gives practical suggestions in terms of sampling, questionnaire design and data collection. Also, it covers details of approaches to data analysis in both quantitative and qualitative contexts. We explain some information for those using computer software packages such as SPSS. However, how to handle analysis ‘by hand’ is also covered. The final block shows how to write up and present findings in a variety of settings.
Expected Learning Outcomes
By the end of the curse students should be able to:
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distinguish between different research paradigms and understand when it is appropriate to follow each discourse
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understand the range of methods of data collection commonly used in tourism, hospitality and events-based research
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understand the differences of approach between pure research, market research and consultancy research projects
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determine the various stages in the planning process
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identify the ethical issues to consider when undertaking research.
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understand how to determine a sampling unit and construct an appropriate sampling frame
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appreciate the necessary criteria when deciding the size of a sample.
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explore different types of measurement scales
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provide a summary of quantitative methods, their advantages and disadvantages and when they should be used
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provide a summary of qualitative methods and when they should be used
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identify some basic principles and techniques of quantitative data analysis.
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recognise the different approaches to reading and interpreting qualitative data
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appreciate the different approaches to writing up and presenting findings in relation to the type of research carried out
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identify publication opportunities for research.
Assessment method
Students' achievements are measured and evaluated by:
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the ability to develop a critical appreciation of the role of research methods in the tourism industry;
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the ability to develop team working skills, in particular: organization, negotiation, delegation, sampling;
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the ability to build teamwork; co-operation; leadership; following.
Students’ achievement will be graded according to the faculty and university standard using percentages: 0%- 59% (fail); 60%-100% (pass).
