THE RESEARCH PROPOSAL TEMPLATE

This document has been set up to assist students in preparing the text for their research proposal. It is NOT
intended as a document to guide you through your research proposal development, but to assist you in
setting out the proposal, in terms of text layout, section headings and sub-sections.

The Research Proposal is a complete description of the intended research. Through the full proposal, the
student needs to demonstrate convincingly that the study will make a contribution to a business and
management problem. The full research proposal must be between 5 and 10 pages and should present the
following:

 Title
 Statement of the problem
 Research question, aim and objectives
 Literature review
 Conceptual framework and hypothesis (if necessary)
 Research design
 Study population and sampling
 Data collection methods and instruments
 Data analysis methods – if applicable statistical planning must be fully addressed, or the candidate
should provide evidence that statistics are not required.
 Mechanisms to assure the quality of the study – e.g. control of bias, safe storage of data
 Study period - Timetable for completion of the project
 Participants in the study – all people involved in the study, and the role they play, should be identified.
 References
 Appendices (copy of questionnaire, consent forms, etc.)

How to use this template:

The template provides ALL the sections, headings and subheadings that you will require in your proposal, as
well as the line and paragraph spacing, page breaks, page numbering, referencing system and referencing
styles. You should simply edit the text where appropriate and insert your own text as per your proposal, i.e
simply type into the document. Do not attempt to change the styles for the headings or subheadings, and do
not attempt to use more than three level headings (i.e A main heading, a sub-heading and a sub-sub-
heading).

WHEN YOU ARE DONE, DELETE THIS FRONT INSTRUCTION PAGE FROM YOUR PROPOSAL

If you feel you are sufficiently computer literate, you could add this template to your Templates directory in
your Office system files. This will allow you to select this template at any time in the future when you prepare
proposals. To do this, go to the “Menu Bar”, select File > Save As…, when the dialog box appears, at the
bottom, under “save as type”, select “Document Template”. The MS Office Templates directory automatically
appears. You could name your file “Proposal Template” (which should appear as a default in the dialog box,
at the bottom, under “Save As”). Your template is now saved in the C:\Documents and
Settings\User\Application Data\Microsoft\Templates directory.

When you next wish to use this template, click on File > New, the “task pane” that appears on the right side
of your screen will prompt you to use a template, click on “on my computer…”, and from the dialog box that
appears, select your template “Proposal Template”. This brings up the template with all its saved fonts,
paragraph settings etc. Once again, simply insert your text, and this time, save your file normally, and NOT
as a template!

When you have finished typing, then return to the Contents Page, place your cursor on the greyed out
section, right click with the mouse, and select “Update entire table”
 Understanding The Tourist Perception Toward
Staying At Green Hotel

STUDENT NAME: Truong Kieu Anh

COURSE NAME: Business Research Method
SUPERVISOR: Dr. Nguyen Thi My Huong

DATE OF SUBMISSION: 04 September 2020

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 CONTENTS

ABSTRACT.........................................................................................................................................................................4

INTRODUCTION..............................................................................................................................................................5

USE HEADING 1 FROM THE SELECTION ABOVE FOR YOUR MAIN HEADING. USE ALL CAPS, DO
NOT USE ANYTHING ELSE AS THE TABLE OF CONTENTS HAS BEEN AUTOMATED TO USE THIS
SETTING............................................................................................................................................................................5

SUB HEADING...................................................................................................................................................................5
Sub-Sub-Heading........................................................................................................................................................5

1. PROBLEM STATEMENT.......................................................................................................................................6

RESEARCH BACKGROUND.................................................................................................................................................6
RESEARCH PROBLEM........................................................................................................................................................6
SIGNIFICANCE OF THE STUDY...........................................................................................................................................6
RESEARCH QUESTIONS/ HYPOTHESES / CENTRAL PHENOMENON/ SUB QUESTIONS........................................................6

2. LITERATURE REVIEW.........................................................................................................................................7

3. RESEARCH DESIGN AND METHODS................................................................................................................8

OVERVIEW........................................................................................................................................................................8
POPULATION AND STUDY SAMPLE...................................................................................................................................8
SAMPLE SIZE AND SELECTION OF SAMPLE......................................................................................................................8
SOURCES OF DATA...........................................................................................................................................................8
COLLECTION OF DATA......................................................................................................................................................9
MEASURES........................................................................................................................................................................9
CONDITIONS OF TESTING..................................................................................................................................................9
DATA ANALYSIS STRATEGIES........................................................................................................................................10

4. RESULTS.................................................................................................................................................................11

FINDINGS RELATIVE TO PROBLEM..................................................................................................................................11

SUMMARY OF DATA.......................................................................................................................................................11
TESTS OF SIGNIFICANCE.................................................................................................................................................11

5. DISCUSSION...........................................................................................................................................................12

REFERENCES.................................................................................................................................................................13

APPENDICES...................................................................................................................................................................14

APPENDIX 1: QUESTIONNAIRE........................................................................................................................................14
Appendix 2:....................................................................................................................................................................15

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 ABSTRACT

Background

Methods

Results

Discussion and Conclusion

Do not use abbreviations or insert tables, figures or references into your abstract. You abstract
generally should not exceed about 300 words.

4
INTRODUCTION

USE HEADING 1 FROM THE SELECTION ABOVE FOR YOUR

MAIN HEADING. USE ALL CAPS, DO NOT USE ANYTHING
ELSE AS THE TABLE OF CONTENTS HAS BEEN AUTOMATED
TO USE THIS SETTING

Sub Heading
Use Heading 2 from the selection of styles on the menu bar above. Do NOT use all capitals, but
write as is shown above. Do not use anything else as the Table of Contents has been automated
to include this style for a subheading.

Sub-Sub-Heading
Use Heading 3 from the selection of styles on the menu bar above. Do NOT use all capitals, but
write as is shown above. Do not use anything else as the Table of Contents has been automated
to include this style for a sub-subheading.

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 1. PROBLEM STATEMENT

Research background
Nowadays, concerns pertinent to the environment problems have increasingly heightened have brought about
gradual changes in the consumer purchasing behaviours toward businesses which have made efforts to
engage in the Green practices (Khosla, D’Souza, &Taghian, 2005). Consumers are realizing that their
purchasing behaviors have direct impact on many ecological problems (Laroche, Bergeron, & Barbaro-
Forleo, 2001). As people become more aware of the damage caused by regular business activities to the
ecosystem, it has become increasingly apparent that the hotel industry has a major impact on the harming
and wasting of environmental resources due to its high consumption in energy, water and non-durable
products. In addition, more and more tourists are becoming highly concerned about the environment &
ecological products, they also expect hotels to pay greater attention to the environmental concerns and to
operate in an eco-friendly way (Millar & Baloglu, 2011), which has translated into a movement for green
management in hospitality industry. Because the hotel industry is considered as the underlying part of
tourism area and has a prominent effect on the economy of Vietnam, therefore the Vietnamese government
have promoted and supported policies of domestic sustainable tourism development at the conference about
"Strategy for Tourism Development of the Prime Minister" (dated 30/12/2011) to develop sustainable
tourism in close association with conservation and preserve landscape and protect the environment; Such
movements have a significant impact on the hotel industry due to new regulations and codes enacted
mandating green development in order to protect the environment and develop tourism in a sustainable
manner. As a result, the “green” hotel business is a growing part because eco-friendly hotel not only
differentiate themselves from the non-green hotels, but they also fulfill a need in the market for less
environmentally damaging hotels.

Research problem

It is essential for hotel managers to understand who their customers are and what they desire when selecting
a hotel (Lockyer, 2002). If hoteliers understand their customer’s preferences, and what services and attributes
are most important to them when selecting a hotel, hoteliers can position their product to target customers
based on those preferences. Accordingly, since the marketers in hospitality industry, became well aware of
the potential competitive advantage of Greenness, they have been more proactive to take full advantage of
this opportunity by developing appropriate strategies to be considered as an environmentally friendly
businesses (Manaktola & Jauhari, 2007). However, research on green hotels in Vietnam is still in its
preliminary stage, lacking a unified definition and a systematic framework. There are just few little studies
have been centralized on Western guests staying behavior by considering psychological and non-volitional
factors. Because consumer behavior is a very complex problem, the perception of green hotel products can

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vary between Vietnamese and Western customers, the characteristics of Vietnamese customers are difficult
to examine precisely by drawing on Western literature. Therefore, in order to understand the eco-friendly
attitudinal profile of Vietnamese customers and to identify the crucial factors in their eco-friendly decision-
making process, this study undertakes a detailed analysis of the related literature to gain a deeper
understanding of the customers desire for green activities, and helps organizations design green programs
which are more efficient and effective.

Significance of the Study

This research aims to analyze the characteristics of Vietnamese customers, including their preferences and
supportive attitude toward eco-friendly hotel then provides a evident of a customer-oriented perspective, and
it applies relevant general theories to the specific research context of Vietnam. In addition, the research
findings may improve the understandings of potential customers’ eco-friendly attitudes in order to more
understanding about customer behavior and it will be helpful to those hotel marketers that wish to attract new
travelers, or hit into a niche market, i.e. the green consumer. The results will provide hoteliers with an
indication of the features they could or ought to promote to attract travelers concerned about the
environment. Hotels will be able to use the research to create more effective marketing strategy regarding
their green practices. Hoteliers will not only expand the demographics of these prospective guests but also
which specific environmentally friendly hotel attributes they care about.

Research Questions/ Hypotheses / Central Phenomenon/ Sub Questions

Research Question

1. What factors will impact on customer staying intention when they choose the hotel for their trip?

2. Can the good image of the green hotel change the customer choosing behavior?

3. Only customer with environmentally concern will choose the green hotel or normal customer also
choose this style of hotel?

4. How green hotel style influence on customer staying intention?

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Hypothesis: I suggest two methods: quantitative and qualitative to measure the green hotel influence toward
customer staying intention.

- Quantitative Method:

With quantitative method, it give a reliable, verified result from the interviewees, I can analyze the given
result logically. The data can be tested and checked, makes the data I gather more reliable. As a result,
interpreting the data and presenting those findings is straightforward and less open to error. This approach
allows us to reach a higher sample size because when we have the ability to study a larger sample size for
any hypothesis, then it is easier to reach an accurate generalized conclusion.
However, there are some disadvantages, The first limitation of quantitative research is that the positivism
cannot account for how the social reality is shaped and maintained, or how people interpret their actions and
others (Blaikie, 2007), the second disadvantage is the quantitative research paradigm overlooks the
respondents’ experiences and perspectives in highly controlled settings because there lacks a direct
connection between researchers and the participants when collecting data. As a result, the data obtaining
method becomes objective.
- Qualitative Method:

There are some benefits of using qualitative research approaches and methods. Firstly, qualitative research
approach produces the thick detailed description of participants’ feelings, opinions, and experiences; and
interprets the meanings of their actions (Denzin, 1989). Secondly, It can provide insights that are specific to
an research industry. Thirdly, We can understand customer attitudes possibly because consumer patterns can
often change, and the processes which are provided by qualitative research provide for a potential
understanding and answer for the question why an attitude may shift, which can allow the business to adapt
to the perspective shift.

However, beyond the above advantages, some limitations are obvious. First, because we have to follow
numerous tangents when collecting data, it takes more time to gather it, sorting through all of that extra data
takes time as well. Second, in terms of research method, smaller sample size raises the issue of
generalizability to the whole population of the research. Third, It can be difficult to replicate results because
qualitative research is based on individual perspectives, it is almost impossible to duplicate the results that
are found. That means the data collected through qualitative research can be difficult to verify, which can
lead some to question the conclusions that we generate through qualitative analyzing process.

Research Method

For this topic, I decide to use quantitative research over qualitative research because it is more scientific,
objective, fast, focused and acceptable. The answer for these research questions will based on the score rank
of interviewees, I would have a better understanding also a lot of information on a large scale and gather data
in to a big picture to inform what is happening around the customer behavior toward green hotel.
Furthermore, I have to conducted the survey from many people due to the many kind of answer I will receive
from different group of ages.

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I could do online survey and analyze respondent data easily, especially in quarantine time , online survey is
the best way to do so. I can manage how the data is being collected using this method to gain an external
perspective. When using quantitative approach I can collect the data fairly then analyzing the data by
statistical software, it takes much less time than qualitative method.

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2. LITERATURE REVIEW

1. Hotel’s green approach

In the past, a few studies point out that consumers have a high interest in green hotel practices. In the
study conducted by Millar and Baloglu (2008), all the green hotel attributes were found to be
favorable. The most welcoming sustainable practices are bed sheets changed only on request,
occupancy sensors, key cards and energy efficient lighting. On the other hand, low- flow
showerheads and refillable dispensers are the two least popular. In 2011, Millar and Baloglu (2011)
made another study to examine hotel guests’ preferences for green room attributes using conjoint
analysis. The finding suggests that the most perceived favorable element was green hotel
certification.

To sum up, the importance of environmentally friendly practices in green hotels was perceived
differently between individuals and nationalities. Besides, as environment awareness is growing,
tourists no longer accept just reuse programs. They expect green hotels to be more environmentally
responsible by adapting more drastic green practices such as waste management systems.
Theoretically, the environmentally friendly practices are normally divided into four groups: Energy
Efficiency measures, Water Conservation, Waste Management and other Green Policies.

Energy efficiency measures are mentioned quite extensively in recent studies as the amount of
energy consumed per day in a hotel is not small. In day-to-day operations, even without the presence
of guests, other areas of the hotel such as public areas (reception hall, lobby, bar...) or service areas
(offices, store room, technical sections...) remain active. Therefore, hotels are often regarded as the
most energy-consuming organization in the tourism industry. This is not surprising as air
conditioning, ventilation and heating and cooling systems typically account for a major portion of
energy consumption. As a result, several practices have been proposed in order to control energy
efficiency, such as changing equipment to energy efficient appliances, using key cards to turn power
in guestrooms on and off, or adapting other renewable energy etc.

Besides energy, water is also a resource that the hotel is consuming quite a lot. Water accounts for
approximately 10 percent of utility bills in many hotels. Most hotels pay for the water they consume
twice, first by purchasing fresh water and then by disposing of it as waste water. Therefore, water
conservation is an indispensable measure and not only helps hotels to minimize their operating costs,
but also positively affects the image of the hotel in the eyes of travelers and other stakeholders.
There are many different water conservation measures that have been adopted by hotels but the most
common are the installation of water saving devices including toilets and, faucets.

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 Not only consuming large amounts of natural resources such as land and water, a typical hotel also
emits a wide variety of waste products. For sanitary reasons, most products which are used in the
guestroom are disposable. If the hotel does not have a recycling policy or does not have a proper
waste management system, all these wastes will be discharged directly into the environment. For
effective waste management, hotels often use 3R practices: Reduce waste through the use of large
jars for toiletries such as shampoo and shower gel; Reuse room amenities, for instance slippers; and
Prioritize using recycled products.

Beyond the green practices which tackle specific issues, a hotel also devises various eco- friendly
measures that affect the entire hotel operation. Policies such as reusing towels or bed linen will
encourage tourists to give a hand in environmental protection during the guest’s stay.

2. Green Attributes

Green hotels are often referred to with several names such as eco-friendly hotels, eco lodges, or
environmentally friendly hotels. According to Green Hotel Association, green hotels are nature
concerned properties that employ water and energy conservation programs and reduce solid waste, in
order to save money and protect the Earth. Sharing a similar idea, Millar and Baloglu (2008) also
declare that all hotels that are willing to provide environmentally responsible practices are
considered as green hotels. Based on these definitions, the basic prerequisites for hotels to be green
are: reducing the negative impacts on environment and greater environmental protection. In 2007,
the International Tourism Partnership (ITP) launched the Going Green Guide to encourage
responsible business practices within the tourism sector. To follow the guide, the idea of sustainable
development in thinking and decision making must be incorporated at all operation levels of a green
enterprise. In addition, Kasim (2004) states that socio-environmentally friendly hotels should take
into account both environmentally responsible attitudes and socio-economic attributes safeguarding
the interests of the community. Based on this idea, a green hotel must act in a responsible manner
towards their employees, the local community, the local culture, and the surrounding ecology.

As declared by Watkins (1994), tourists will probably stay in a green hotel that provides eco-
friendly features, such as recycling bins, energy efficient lighting, and the changing of sheets upon
request. Moreover, although an ecological strategy is not considered in the hotel selection decision,
travelers to Penang Island, Malaysia were agreeable to rooms with “water saving features, recycling
bins, fire-safety features, energy saving features, and information on local ecotourism attractions”. In
the Mexican study, Berezan et al. (2013) found that overall satisfaction was delivered from eco-
friendly attributes (e.g. energy saving bulbs, local purchasing). Moreover guests have a revisit
intention to a hotel which chose light bulbs, recycling, and dispensers that are environmentally
friendly.

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3. Environmentally Friendly Hotels

Green hotels, also called eco-friendly hotels, ecologically friendly hotels, or

environmentally friendly hotels, are defined a variety of ways. According to the Green Hotel
Association, green hotels are “environmentally-friendly properties whose managers are
eager to institute programs that save water, save energy and reduce solid waste-while saving
money to help protect our one and only earth” (2007). While this definition encompasses
general ways hotels may reduce their impact, it is a very ambiguous definition. Kasim
(2004) incorporates socio-economic factors into the definition: “the hotel operates in a
responsible manner towards its employees, the local community, the local culture, and the
surrounding ecology” (p. 10). Simply put by Watkins (1994), green hotels are those that
“show concern for the environment” (p. 70). One may question, however, what exactly is
meant by “responsible manner”. The term green hotel, which is the phrase most often used
today, has “evolved to embrace all areas of sustainability and corporate social
responsibility,” according to the International Tourism Partnership [ITP] (2007, p. 1). The
ITP, a program designed to help travel and tourism businesses develop responsible business
practices, sums it up well when it says that hotels must incorporate green thinking and
decision making into all levels of the operation in order to be properly green. While all of
these definitions encompass the spirit of what a green hotel is, the definitions are very
diverse.

There are many steps a hotel can take to reduce its impact on the environment, which adds
to the difficulty of specifically defining a green hotel. One hotel may have very established
recycling programs and linen reuse programs, while another has also taken extensive steps
to reduce energy consumption by installing more efficient thermostats in every hotel guest
room. One might ask which hotel is eco-friendly. Both are taking conscious steps to reduce
energy consumption and save resources. To combat this issue, certification programs have
developed levels of “greenness” (e.g. Green Globe and Ecotel). A hotel that only
participates in recycling would be at the very basic level, while those hotels taking more
extensive steps would be at higher levels. Although specifically defining a green hotel is
difficult, even with certification programs, managers and employees that decide to green
their hotels share common philosophies and goals. The environment is an integral part of
their organization and mission. They do it to protect the environment for future generations.
Going green, as the ITP (2007) says, “helps hotels focus on sustainability and achieve goals
for better environmental management".

4. The Factors Influencing Tourist Selection of Green Hotels

Most previous studies positively conclude that the personal environmental attitude of cosumers can
have a favorable influence on the decision to stay in a green hotel (Han et al., 2009; Kang et al.,
2012; Kim & Han, 2010; Lee et al., 2010; Wang & Fan, 2007; Yeh et al., 2003), except Tsai and
Tsai (2008). Likewise, Chen and Peng (2012) find that knowledge about green hotels is a significant
moderator of tourist intentions to stay at such hotels. Tourists with more knowledge would be more
confident in choosing a green hotel, while those with less would be more hesitant to do so. Lee et al.
(2010) claim that the decision to select a green hotel might be due to some “emotional benefits” from
this action, such as the feeling of altruism. Moreover, tourists with a stronger environmen- tal
attitude are more likely to accept a lower level of convenience. Moreover, environmental concern is

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 one of the factors that affects the willingness of guests to behave in an environ- mentally friendly
manner when staying at vaca- tion hotels (Mehmetoglu, 2010).

Another view shared by many studies is that environmental awareness plays a key role in influencing
green consumption or eco-friendly behavior (Do Paço, Raposo, & Filho, 2009; Mostafa, 2006;
D’Souza, Taghian, & Khosla, 2007). The Roper organization’s (1990) survey indicates that green
consumers are more likely to purchase environmentally friendly products, and environmentally
conscious behavior is found to be associated with the selection of green hotels (Kim & Han, 2010;
Yeh et al., 2003). Hotels that adopt green practices will have a better image and lower costs, which
can both encourage tourists to stay at such places (Lee, 2006; Yeh et al., 2003).

5. Tourist Willingness to Pay for Green Hotels

While the literature broadly explores the relationship between price and green hotels (Han et al.,
2009; Kang et al., 2012; Kasim, 2004; Khan, 2003; Kim & Han, 2010; Lee et al., 2010; Manaktola &
Jauhari, 2007), the results are inconsistent. On the one hand, a survey by Guadalupe Fajardo (2002)
finds that most Americans prefer, and are willing to pay premiums for, environmentally friendly
hotels. In addition, two-thirds of the respondents in Fairweather, Maslin, and Simmons’s survey
(2005), based in New Zealand, stated that they would be willing to pay more for green hotels.
Likewise, Lee and Gan (2007) find that tourists in Taiwan are willing to pay more to stay at a green
hotel in one of the country’s national parks; moreover, the most environmentally conscious group in
their study stated that they would be willing to pay an extra 18% of the room rate in order to stay at a
green hotel. What is more, hotel guests with higher levels of environmental concern are willing to
pay more to support a hotel’s green practices (Kang et al., 2012; Khan, 2003). In addition, Kang et
al. (2012) find that guests staying in luxury and mid-priced hotels have a greater willingness to pay
premiums for green practices than those staying in economy hotels. Adopting a different perspective,
Kim and Han (2010) find that tourists are willing to pay regular-hotel prices for a green hotel, in
spite of the potential inconveniences asso- ciated with such places.

Conversely, Kasim (2004) shows that tourists are not willing to pay more for a hotel with
environmentally responsible actions. Similarly, Millar and Baloglu (2011) show that only 18% of
their respondents are willing to pay more to stay in a green hotel, although 77.5% of them would
stay in such hotels if the price were the same as that for a normal hotel. Furthermore, Manaktola and
Jauhari (2007) report that consumers react differently to the cost liability of hotels taking green
measures, with 33% of them stating that the cost of such measures should be borne by both the
guests and the hotel, 52% state it should only be borne by the hotel, and 15% that it should be borne
by the guest. Consumers thus generally see the cost of environmental measures as an investment by
the hotel, one that will eventually lead to financial benefits for the business. In additon, it has been
argued that a good environmental image will positively influence guests’ green behaviors when
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 staying at hotels, as well as their intention to stay at such places, and willingness to give positive
word-of-mouth and pay premiums (Han et al., 2009; Lee et al., 2010).

In Vietnam, hotels do not offer a price discount when guests are willing to participate in
environmental actions, such as bring their own personal toiletries. In a study of several green hotel
promotion alternatives, Wang and Fan (2007) find that guests preferred a “room rate discount” to
“same room rate but break- fast provided”, “room package with local tour” or “same room rate but
revisit discounted”. Nonetheless, the relationship between the promotional offers and tourist
willingness to cooperate with green action remains unclear.

6. Hotel Selection

Hotel selection and attributes that are important to travelers has been extensively researched using a
variety of methods (Dolnicar, 2002). A meta-analysis of hotel attributes conducted by Dolnicar &
Otter (2003) confirmed, after reviewing 21 studies related to hotel attributes, cleanliness as the top
priority, followed by hotel location. In total, 173 attributes were identified that were related to image,
price/value, the hotel itself, and service (Lockyer, 2005). None of those attributes, however, were
related to environmental attributes of a hotel.

Although there is a plethora of research available about hotel selection, there is very little emphasis
on how hotel selection might be affected by environmentally friendly guest room attributes, or if
travelers even place importance on them. A study conducted by Virginia Polytechnic Institute and
State University (Virginia Tech) and Lodging Hospitality (Watkins, 1994), indicated that frequent
travelers would stay in hotels with environmental strategies, but they would not be willing to pay a
premium for those rooms. The study reported that some environmentally friendly hotel attributes that
travelers may consider when selecting a green hotel included, but were not limited to: recycling bins,
energy-efficient lighting, using recycled paper for promotional materials, changing sheets only when
requested, and turning of lights in unoccupied guest rooms (Watkins, 1994). Despite the fact that
travelers in the survey said they were likely to stay in hotels that provided such attributes, and
despite the fact that a large portion of the travelers considered themselves environmentally conscious
consumers, they did not necessarily consider themselves environmentally conscious travelers
(Watkins, 1994). In other words, their beliefs were not necessarily followed up by their actions when
traveling.

Kasim (2004) studied tourists to Penang Island, Malaysia and found that tourists were
knowledgeable and cared about the environment but they did not consider a hotel’s environmental
strategy as a foundation for their hotel choice. That is not to say that they would not approve of room
attributes that were environmentally friendly. Tourists were willing to accept rooms with water

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 saving features, recycling bins, fire-safety features, energy saving features, and information on local
ecotourism attractions (Kasim, 2004).

 Conceptual Framework:

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 3. RESEARCH DESIGN AND METHODS
Researchers must provide accurate, detailed descriptions of how the research will do so it could be
replicated (redone) by others. You should provide explanations that will enable the reader to
reproduce the exact conditions of the original study. A rather extensive explanation should be
provided so that readers understand why and how you are going to do the research (in a final
report). Your procedures should answer questions or test hypotheses as efficiently, economically
and validly as possible.

Overview
Use headings 2 and 3 as appropriate, and use these headings if appropriate.

Describe the type of research to be conducted, i.e., survey, ex post facto, quasi-experimental, etc.
This section is utilized to describe how you will set up your study to observe the hypothesized
relationship. Describe the steps you will take to address the hypotheses in operational terms.

Population and Study Sample

The population to be studied is first identified and how a sampling fame (list of elements in the
population) will be developed. Is there frame error? Explain why this population is appropriate for
this study. Note any discrepancies between e experimentally accessible population and the target
population.
The sampling procedure is described. Relate how the sample was selected and your reasons for
selecting any stratifying variables, if they were employed. Describe the sampling plan.

Sample Size and Selection of Sample

Describe the size of the sample, and how it was determined and the rationale for the size.
Sampling units should be identified.

Data describing the characteristics of the subjects that are relevant to the study should be
provided; and, if available, data from the population to enable the reader to judge the
representativeness of the sample.

Sources of Data

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Collection of Data
Describe what will be done with subjects that decline to participate, drop out, or do not
participate in all parts of the study. What will be done about non-respondents? What will be
done about non-residents? What will be done about incomplete questionnaires or ones with
obvious response sets, lying, cheating or unanswered items? All affect the population to
whom one can generalize the results, i.e., the external validity of the study.

Measures
Measurement of the dependent variable(s) is one key to your study. Instruments are
operational definitive for variables. Techniques or instruments used to measure the dependent
variable(s), outcome, must be carefully described in terms of:
1. Validity - Does the instrument or technique measure what it purports to measure with this
group?
2. Reliability - Whatever the instrument or technique measures does it do so consistently with
this group?
3. Suitability - Utility must be high for subjects to whom administered.
If well-known instruments are used, one can generally briefly describe them, and their
reliability and validity, and refer the reader through citation to references where more thorough
detailed discussions can be found.
If the researcher is developing the instrumentation, then validity and reliability must be
established. The instrument should be pilot and/or field tested. The researcher should
describe how this was done. A field test can locate potential suitability problem areas.
Appendix copies of the instruments to the proposal.
The Review of Literature can be utilized to verify the concepts/theory under study and the
scope of the measurement methods to assess the concepts. This section should establish the
operational link between these concepts/theory and the measurement.
If you use interviewers or observers, how were they trained? What were their inter-rater
and intra-rater reliabilities?

Conditions of Testing
Describe when, where and under what conditions the data will be gathered, the number of
times and order in which instruments will be used, and the time allotted for the data collection.
Describe the verbal and written directions provided to the subjects. Will incentives be used to
encourage response?
Be specific! When you describe when, taking a test after lunch, after another test, etc., may
explain variance more than the quarter or date.

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 During the actual data gathering, testing, monitor events so they can be explained to the
reader.
If instruments are potentially reactive, what precautions will be taken to minimize this threat.

Data Analysis Strategies

Statistical techniques are tools selected because of your design, not vice versa.
Descriptive and inferential analyses are provided to address each facet of the hypothesis,
null hypothesis, objective or problem. Have foresight! What is the easiest way to collect, code
and analyze your data?
Why were these methods of analysis employed? Why was this level of significance
selected?
For each statistical method used, present evidence indicating that the basic assumption
underlying its use have been met. For example, a Pearson Product Moment Correlation (r)
assumes both linearity and homoscedasticity, so you would always need to construct a
scatterplot whenever you use r to show these assumptions are met. Statistics courses provide
you with these skills and understandings.
Remember, select statistics that answer the question(s) involved with the study. They
serve research, not dominate it. Nothing is gained in using complicated statistics that happen
to be in "vogue” if simple ones will do just as well. Specify what analysis will be used for each
objective.
The proposer may find it beneficial to provide, as an appendix, sample skeletons of the
tables and figures that will appear in Chapter 4 as a result of the analysis. Proposal readers,
committee members, etc., often find this beneficial in conceptualizing what will be produced by
these analysis techniques.

Proposals submitted for Agr Educ 885 do not have to have the Data Analysis section
complete. Agr Educ 887 will approach this topic in more detail.

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 4. RESULTS

Findings Relative to problem

Summary of Data

Tests of Significance

19
5. DISCUSSION

20
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APPENDICES

Appendix 1: Questionnaire

25
Appendix 2:

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