1

Assignment #2: Research Methodology

Student’s Name

Department, Institution

Course Name

Professor’s Name

Date
 2

Assignment #2: Research Methodology

Introduction

Halton region’s top leadership seeks to formulate a strategy to help it exploit the region’s

tourism sector. Towards this end, it intends to engage key stakeholders to obtain their thoughts

and perceptions of the viability of tourism in the industry. The input of these stakeholders will

help the region’s leadership determine the necessary steps to tap into the benefits of the

revitalized tourism industry at the Region of Halton. In this research methodology, the

management presents the research philosophy and sampling techniques the region’s management

will deploy, key stakeholders to engage, and the data collection techniques. The methodology

also presents the research design, reliability and validity guarantee techniques, data analysis

approach, and ethical considerations for the undertaking.

Research Method

The management of Halton village will choose from two research methods, quantitative

and qualitative research approaches. According to Snelson (2016), qualitative research involves

gathering and analyzing non-numerical data. Busetto et al. (2020) describe it as the study of

natural phenomena to understand why things are the way they are. They further note that

qualitative research involves words more than numbers. In contrast, quantitative research

methods deal with facts that researchers can express numerically. As Hammarberg et al. (2016)

observe, quantitative research is applicable where facts are known and data available. The two

research methods are practical in different situations depending on the availability of

information.

For instance, qualitative research is more helpful when no background data exists, and

the quantitative research method cannot apply. On the other hand, quantitative research is more
 3

appropriate where the data is factual, and there is no need for deeper interrogation (Apuke,

2017). Both research methods have their benefits and limitations. For instance, qualitative

research allows the researcher to obtain a deeper understanding of a phenomenon than

quantitative research, making it the best research method during the earlier phases of the study

(Wegerif, 2019). The researcher is also directly involved with interviewing respondents,

avoiding generalized responses. Despite the benefits, it is time-consuming and subjective.

On the other hand, quantitative research allows the researcher to test the results

scientifically, increasing the likelihood of arriving at more accurate findings. The approach also

saves research time since the researcher can share the surveys online (Mondal & Mondal, 2018).

Despite these benefits, the method is not applicable in all situations, making it necessary to

combine the two approaches in unique circumstances. The current study seeks to obtain key

stakeholders’ thoughts and perceptions about the viability of the tourism sector in the Halton

Region. The specificity of the research objective requires applying both research methods since

key stakeholders will answer surveys and participate in in-depth interviews to provide the

desired information. Therefore, a mixed research method will be the most appropriate in this

case.

Participants

Failing to engage key stakeholders in any industry could result in catastrophic effects. As

a result, policymakers must engage them to understand their different interests. Some of the key

stakeholders in the tourism industry include locals, companies within the targeted area, media,

government agencies, local governments, business associations, activists, and tourists (Amoako

et al., 2021). According to Mamhoori and Nasim (2015), employees working in the tourism

sector need guarantees about the safety of their work environment. They need assurance that the
 4

tourism sites are clean to increase their satisfaction at work. The government is also a key

stakeholder tasked with maintaining the integrity of the tourist sites and formulating public

policy to safeguard them. Meanwhile, the local community expects little or no adverse effects

from tourism activities in their area. Notably, many business people operating around the tourist

sites hail from the local community. Therefore, engaging them is crucial in ensuring that they

support the sector. Towards this end, the leadership of the Halton region will engage

representatives from each distinct group.

Sampling

Sampling is an integral part of the research process. It involves selecting some

participants from the overall population from whom the researchers obtain data. According to

Taherdoost (2016), the population includes all the members targeted by a particular study. In the

current study, the population consists of all the key stakeholders around the region of Halton.

Sometimes, the population is too large, limiting the possibility of completing a research study

within a short period. For instance, in the current study, it is impossible to engage all the key

stakeholders to obtain their views about the viability of tourism activities in their area.

As a result, the researchers will adopt a sample from which to draw research data.

According to Turner (2020), a sample is a population subset. Turner (2020) cites practicality and

the large population of interest as some of the reasons for selecting a sample instead of working

with the entire population. Sampling saves the researchers' ability to obtain information about the

whole universe without necessarily engaging every member of the population (Etikan & Bala,

2017). It also allows the researcher to spend more time with each sample element, resulting in

more accurate data.

 5

On the flipside, sampling could result in inaccurate findings depending on the

representativeness of the sample and sampling method used. Some of the sampling methods that

researchers can use to select samples include quota, purposive, systematic, stratified, cluster,

multi-stage, and area sampling (Sharma, 2017). Each sampling technique applies to a unique

situation, depending on the dictates of the available information. For instance, purposive

sampling is convenient where study participants possess unique characteristics that require the

researchers' judgment. On the other hand, area sampling is applicable in large geographical

locations or processes involving several stages.

The current study will adopt a stratified random sampling technique due to the population

of interest. According to Alvi (2016), the stratified random sampling technique is convenient

where the population elements are not similar. In this respect, the researcher stratifies the

population into various strata before randomly selecting the study participants. As stated in the

previous section, the key stakeholders in the study include locals, companies within the targeted

area, media, government agencies, local governments, business associations, activists, and

tourists. According to Vasileiou et al. (2018), a sample size of 10% of the population is

acceptable. Therefore, the researcher will select 10% of the participants from each group, as

shown in Table 1 below.

Table 1: Sampling Frame

Strata Percentage

Representatives from the local community 10%

Representatives from businesses and companies within the area 10%

Representatives from the media 10%

Representatives from government agencies and the local governments 10%

 6

Activists, 10%

Tourists 10%

Reliability and Validity

Data collection analysis is an intricate process that requires quality control measures to

ensure that researchers meet the desired objectives. According to Price et al. (2015), researchers

can use various reliability and validity control measures to achieve this objective. The reliability

aspect measures the internal consistency of the research instrument. In contrast, validity

evaluates the ability of the tool to measure what it is intended to measure (Price et al., 2015). The

researcher will use Cronbach's Alpha to evaluate the reliability of the research tool and run a

pilot test to guarantee its validity before the research. According to In (2017), a pilot test

involves sharing the research instrument with some targeted participants and asking them to

answer. After their participation, the researcher determines the framing accuracy of the questions

and makes changes subsequently to improve them. The researcher will share the initial tool with

ten participants in the current study and improve it based on their input.

Data Collection

Researchers obtain and analyze field data to answer their research questions. According

to Wutich and Brewis (2019), researchers can use interviews, surveys, focus groups, online

tracking, or social media monitoring to collect data, depending on the research methodology.

Interviews involve one-on-one interaction between the interviewer and the interviewee on

location or over video conferencing facilities. Such interaction implies accurate screening since

the interviewer can obtain information such as gender, age, or race firsthand. Interviews also

allow the researcher to capture raw data from the interviewee's tone, non-verbal cues, and choice

of words.
 7

During a live interview, an interviewer can ask follow-up questions depending on the

interviewee's responses. Despite the benefits, Paradis et al. (2016) observe that interviews can be

costly since they involve creating time to engage the respondent or travel when the respondent

comes from a different geographical area. Another challenge relates to the quality of data

gathered since it depends on the interviewer's capability. The qualitative aspect of this research

will use in-depth interviews to obtain the critical stakeholders' thoughts and perceptions about

tourism in the area. Acknowledging the limitations associated with interviews, the researcher

will practice interviewing family members and friends before the actual interview.

On the other hand, the quantitative element of the research involves using a survey.

According to Ponto (2015), surveys involve asking open or close-ended questions. The

emergence and proliferation of internet users have made it possible to send surveys online and

receive responses. According to Ponto (2015), some of the advantages of surveys include ease of

applicability, low cost of use, ease of analysis, and the possibility of asking a wide range of

questions. Despite the advantages, questionnaires do not capture respondents' emotions, denying

the researcher the opportunity to analyze this vital data collection component. Another challenge

relates to the possibility of respondents cheating, especially if the survey is online. The

limitations and the desire for accurate data inform the choice of surveys and surveys to collect

data in this study.

Data Analysis

After obtaining research data, the next step of the research process is data analysis. The

research method and form of data collected dictate the choice of the data analysis technique.

However, since the current study adopts a mixed research design approach, quantitative and

qualitative data research, the researchers will use methods from across the designs. Morgan and
 8

Nica (2020) propose using thematic analysis to analyze qualitative data. According to them,

thematic analysis involves identifying common themes from the responses given during an

interview. The approach has no pre-determined formula allowing the researcher adequate

flexibility to utilize their judgment. On the flipside, thematic analysis is subjective and depends

on the analyst's expertise. Therefore, an analyst may fail to capture relevant themes, affecting the

accuracy of the research. The researcher intends to use descriptive statistics to analyze

quantitative data. According to Kaur et al. (2018), descriptive statistics determine the measures

of central tendency for a particular data set. In the current research, the quantitative data relates

to the frequency of visits, number of tourists, and duration, making the descriptive statistics

approach the most appropriate.

Research Ethics

The research process is incomplete without considering its ethical aspects. According to

Resnik (2020), over ten ethics principles guide human subjects' research. The principles include

legality, competence, non-discrimination, social responsibility, responsible monitoring, and

responsible publication. Confidentiality, accountability, transparency, openness, objectivity, and

respect for intellectual property are also important ethical aspects in the research process. In a

different article, Dooly et al. (2017) describe research ethics as the ethical issues researchers

must consider in planning and executing research strategies. They particularly note that

researchers must avoid harming their subjects proactively by halting or modifying potential

ethical problems that may adversely affect them. Dooly et al. (2017) also propose the observance

of anonymity to address privacy or confidentiality concerns. In the current study, researchers

assume full accountability for the ethical issues arising from the study. However, to mitigate the

possible ethical risks, the researcher will guarantee respondents the confidentiality of the data
 9

collected. They will also ensure the participants that data gathered only this research will use the

data collected. The researcher will also avoid revealing the interviewees’ and survey

participants’ identities to enhance confidentiality further. The researcher will additionally present

them with an option to drop out from the research at any time unconditionally. The ability to

drop will ensure that participants participate voluntarily. Overall, the researcher will use their

competence to safeguard the integrity of the research process.

 10

References

Alvi, M. (2016). A manual for selecting sampling techniques in research. In mpra.ub.uni-

muenchen.de (pp. 1–57). https://mpra.ub.uni-muenchen.de/70218/

Amoako, G. K., Obuobisa-Darko, T., & Ohene Marfo, S. (2021). Stakeholder role in tourism

sustainability: The case of Kwame Nkrumah Mausoleum and centre for art and culture in

Ghana. International Hospitality Review, ahead-of-print(ahead-of-print), 1–20.

https://doi.org/10.1108/ihr-09-2020-0057

Apuke, O. D. (2017). Quantitative research methods : A synopsis approach. Kuwait Chapter of

Arabian Journal of Business and Management Review, 6(10), 40–47.

https://doi.org/10.12816/0040336

Busetto, L., Wick, W., & Gumbinger, C. (2020). How to use and assess qualitative research

methods. Neurological Research and Practice, 2(1), 1–9. https://doi.org/10.1186/s42466-

020-00059-z

Etikan, I., & Bala, K. (2017). Sampling and sampling methods. Biometrics & Biostatistics

International Journal, 5(6), 1–7. https://doi.org/10.15406/bbij.2017.05.00149

Hammarberg, K., Kirkman, M., & De Lacey, S. (2016). Qualitative research methods: When to

use them and how to judge them. Human Reproduction, 31(3), 498–501.

https://doi.org/10.1093/humrep/dev334

In, J. (2017). Introduction of a pilot study. Korean Journal of Anesthesiology, 70(6), 1–5.

https://doi.org/10.4097/kjae.2017.70.6.601

Kaur, P., Stoltzfus, J., & Yellapu, V. (2018). Descriptive statistics. International Journal of

Academic Medicine, 4(1), 1–6. https://doi.org/10.4103/ijam.ijam_7_18

 11

Mamhoori, A., & Nasim, S. (2015). Sustainable tourism development in india: Analyzing the

role of stakeholders. SSRN Electronic Journal, 1(1), 1–9.

https://doi.org/10.2139/ssrn.2666968

Mondal, P., & Mondal, S. (2018). Quantitative and qualitative research: A mixed method

approach in educational science. International Journal of Technical Research & Science,

3(VII). https://doi.org/10.30780/ijtrs.v3.i7.2018.010

Morgan, D. L., & Nica, A. (2020). Iterative thematic inquiry: A new method for analyzing

qualitative data. International Journal of Qualitative Methods, 19(1), 1–8.

https://doi.org/10.1177/1609406920955118

Paradis, E., O’Brien, B., Nimmon, L., Bandiera, G., & Martimianakis, M. A. (Tina). (2016).

Design: Selection of data collection methods. Journal of Graduate Medical Education,

8(2), 263–264. NCBI. https://doi.org/10.4300/jgme-d-16-00098.1

Ponto, J. (2015). Understanding and evaluating survey research. Journal of the Advanced

Practitioner in Oncology, 6(2), 168–171.

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4601897/

Price, P., Jhangian, R., & Chiang, I. (2015). Research Methods of Psychology – 2nd Canadian

Edition. https://opentextbc.ca/researchmethods/open/download?type=pdf

Sharma, G. (2017). Pros and cons of different sampling techniques. International Journal of

Applied Research, 3(7), 749–752.

https://www.allresearchjournal.com/archives/2017/vol3issue7/PartK/3-7-69-542.pdf

Snelson, C. L. (2016). Qualitative and mixed methods social media research. International

Journal of Qualitative Methods, 15(1), 1–8. https://doi.org/10.1177/1609406915624574

 12

Taherdoost, H. (2016). Sampling methods in research methodology; how to choose a sampling

technique for research. SSRN Electronic Journal, 5(2), 18–27.

https://doi.org/10.2139/ssrn.3205035

Turner, D. P. (2020). Sampling methods in research design. Headache: The Journal of Head and

Face Pain, 60(1), 8–12. https://doi.org/10.1111/head.13707

Vasileiou, K., Barnett, J., Thorpe, S., & Young, T. (2018). Characterising and justifying sample

size sufficiency in interview-based studies: Systematic analysis of qualitative health

research over a 15-year period. BMC Medical Research Methodology, 18(1), 1–10.

https://doi.org/10.1186/s12874-018-0594-7

Wegerif, M. C. A. (2019). The ride-along: A journey in qualitative research. Qualitative

Research Journal, 1(1), 1–8. https://doi.org/10.1108/qrj-d-18-00038

Wutich, A., & Brewis, A. (2019). Data collection in cross-cultural ethnographic research. Field

Methods, 31(2), 181–189. https://doi.org/10.1177/1525822x19837397