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Conducting the In-Depth interviews Plan Develop instruments Collect Data Analyze data

Plan: To identify from whom the information is needed and which are the relevant sources of information for the objective intended to achieve. A list would be prepared of people to be interviewed at this stage. Ethical guidelines would be followed for conducting the interview Developing instruments: Develop an interview protocol, which include the rules that guide the implementation of the interviews. This would ensure consistency between interviews, and thus increase the reliability of the findings. What to say to interviewees when setting up the interview, during the interview and when concluding the interviews is very essential these are some points to focus on in the protocol. Collection of Data: The expected time of the interview would be conveyed to the interviewee and the consent would be sought from the interviewee to allow record the interview; here we explain the reason of conducting the interview again. The data collection would be using a audio recorder. Analyzing the data: The data collected on audio would be analyzed to find how the response was from the individuals for the same questions asked. A summary of each in-depth interview would be prepared. During the Interview: Open-ended Questions. Questions would be worded so that respondents cannot simply answer yes or no, but would expound on the topic. Semi-structured Format. Although we would have some pre-planned questions to ask during the interview, questions would also be allowed to flow naturally, based on information provided by the respondent. We would not insist upon asking specific questions in a specific order. Seeking understanding and interpretation. We would try to interpret what we are hearing, as well as seek clarity and a deeper understanding from the respondent throughout the interview.

. Ground rules The most important rule is that only one person speaks at a time. I request you to allow us to tape the discussion. Introduction: This focus group discussion is designed to assess your current thoughts and experiences about the digital platforms that influence your selection of hotels. There are many of you in the group and it is important that I obtain the views of each of you so everyone should speak.The interview would be conversational where I majorly would be a listener. No particular order of speaking. The focus group discussion will take no more than two hours. as your point of view is important. There are no right or wrong answers. You have been asked to participate. You do not have to agree with the views of other people in the group. FOCUS GROUP: DISCUSSION GUIDE Welcome and thank you for volunteering to take part in this focus group. Warm up Everyone casually introduces himself or herself Further the introductory questioning would begin. I realize you are busy and I appreciate your time. with the moderator keeping the discussion on track and in a smooth flow Then moving on to the guiding questions and finally the concluding question The moderator would mostly focus on questions which makes the members think back to the experiences they have had and get the most out of the discussion towards our objective Report: A report would be made analyzing the responses of the members for each question discussed.

Prompts aid recall by triggering a memory association. Have you been visiting the city for any other purposes earlier? 4. 5. 4. When you think about traveling what is the first thing that comes to your mind? 7. The main job of the probing question. A prompt is a cue or aide. they allow expression. Which is the most interesting thing you find about Pune? 5. The follow-up question inquires about the answer to the main question. It starts a discussion about a subject. which made you choose this hotel? Is your purpose of visit solely business or leisure? There would be a questioning sequence: Main Questions  Follow up questions  Probing Questions  Prompted questions The main question is an open-ended question. . 2. Open-ended questions do not impose answers on people. Do you use the hotels official website to book a hotel? Have you ever booked a room as a walk-in-guest? Do you stay in any other hotel in Pune? Is it price. It gets details and expands answers. is to clarify. Closed Questions: 1. the stay or the location. which follows main or follow-up question. Quick introductions of the members? 2. What do you think is the biggest problem with booking a hotel? They allow people to answer in any way they see fit. 3. What is that you like about the hotel? 6. What is the purpose of your visit to Pune? 3.Focus Group Discussion Questions: Open-ended questions would be used starting with general questions 1.

Can you give an example of such a situation? Prompting Questions Q. Main question Q.E. From where did you get to know for booking the hotels online and how? Probing Questions: Q.g. Please think of surfing online for booking the hotel what comes to you mind? Follow up: Q. You had mentioned X do you have an idea about y. z? . How significantly convenient is online booking what made you choose this hotel? Q. how? Q. Please tell me more about (the then relevant)? Q. Help me understand.

to make the interaction online more consumer friendly? 11. how well does the hotel management respond? Not Helpful Helps but takes time Helps Fast Helps Immediately 14. 6. Do the photographs of the hotel have an influence on your selection of the hotel? How much do traveller photos matter than the official professional photographs? Previously the travellers might have posted reviews how do you let a single bad review amongst other better reviews let you rethink about your selection? 7. Rate the quality of the photographs of the hotel online Poor Average Good Excellent 13. How is the cancellation policy for online booking? Poor Average Good Excellent 15. 5. How was the interface of the booking system the last time you booked a hotel. How do you rate the ease of booking made available online by the hotel? Poor Average Good Excellent 12. What changes and additions do you think the hotels have to make. The online travels portals do they really help you choosing a hotel or is it the word of mouth? 2. What do you think was lacking online which would have had been there would have provided a better experience for selecting the hotel? 9. Does the search for the hotel start first or the word of mouth about the hotel leads you to check it online? 3. How much time did you spend on searching for a hotel online and via which gadget? 10. How much similar was the room actually than what was shown online? Not at all Similar Some what similar Similar Better than what was shown . Have or would you chosen/choose the hotels official website for booking or the other travel portal on which the hotel is listed? 4. If an error has occurred while payment online. specifically for the travel portal and the official website? 8.Questionnaire 1.