Research Analysis

MNG00415 Tourism and Hospitality Research and Analysis Unit Information Guide Session 1, 2016 scu.edu.au/businesstourism CRICOS Provider: 01241G Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . About this unit 3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Content 3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Graduate attributes and unit learning outcomes 3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Learning resources 4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Prescribed texts and materials 4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Optional texts and materials 4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Studying this unit 5 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Teaching and learning arrangements 6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Estimated workload 6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Scheduled Study Hours 6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Assessment 8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Assessment overview 8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Assessment details 8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Assessment 1 8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Assessment 2 9 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Assessment 3 11 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Timetables 13 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Suggested study timetable 13 2 | MNG00415 Tourism and Hospitality Research and Analysis (Session 1, 2016) About this unit Develops understanding of the importance and application of the research process to tourism and hospitality businesses. Explains, through a project-based teaching approach, how to develop a research question and choose the appropriate data collection, analysis and presentation methods. Students gain skills in the planning, preparation and design of a tourism or hospitality research project. Content 1. Introducing tourism research 2. Beginning research 3. Review of related literature 4. Research design 5. Quantitative methods 6. Qualitative methods 7. Selecting the sample 8. Analysing the data 9. Reporting the research Graduate attributes and unit learning outcomes As a graduate of Southern Cross University, you will have developed skills, values and attitudes that are essential for gaining employment and advancing lifelong learning. The University refers to these as graduate attributes (http://policies.scu.edu.au/view.current.php?id=00091#s3) and identifies them as follows: GA1 Intellectual rigour, GA2 Creativity, GA3 Ethical practice, GA4 Knowledge of a discipline, GA5 Lifelong learning, GA6 Communication and social skills, GA7 Cultural competence. This unit will assist students to develop the following graduate attributes (shown below as they relate to this unit’s learning outcomes): Learning outcomes for this unit GA1 GA2 GA3 GA4 GA5 GA6 GA7 On completion of this unit, students should be able to: 1. demonstrate understanding of the research planning process ✓ 2. demonstrate information literacy to write a literature review and explain its role in the research planning process ✓ 3. plan, design and present a research proposal in an appropriate and professional manner ✓ ✓ 4. identify limitations of research and related knowledge ✓ 5. demonstrate appropriate knowledge of basic qualitative and quantitative data collection methods and the analysis of these data. ✓ ✓ About this unit | 3 Learning resources The referencing style used below is Harvard. PLEASE NOTE that you may need to use a different style for this unit. Refer to Referencing guides (http://scu.edu.au/library/index.php/ 14) for information about the referencing style you should use. Prescribed texts and materials Prescribed texts Jennings, G 2010, Tourism Research, 2nd edn, Wiley, Milton. ISBN: 9781742164601. There are compulsory readings and a Study Guide for this unit. See MySCU (http://learn.scu.edu.au) for details. Required online resources You are required to conduct the ‘Learn Qualtrics in 5 Steps’ online tutorials and complete your training by undertaking the ‘Comprehensive Review’ online quiz, see http://www.qualtrics.com/ (http://www.qualtrics.com/) Optional texts and materials Optional texts Ritchie, JRB & Goeldner, CR 2006, Travel, Tourism and Hospitality Research: A Handbook for Managers and Researchers, 6th edn, John Wiley & Son, New York. Leedy, PD 2005, Practical Research, Planning and Design, 8th edn, Maxwell MacMillan, New York. Veal, AJ 2006, Research Methods for Leisure and Tourism: A Practical Guide, 3rd edn, Longman, Essex. Zikmund, WG 2003, Business Research Methods, 7th edn, Dryden Press, Sydney. 4 | MNG00415 Tourism and Hospitality Research and Analysis (Session 1, 2016) Studying this unit The first step in managing your study for this unit is to familiarise yourself with this document and the MySCU (http://learn.scu.edu.au) Learning Site. You should refer frequently to the MySCU Learning Site for announcements and updates. Unit materials The printed material for this unit consists of three sections. 1. Unit Information Guide. This is the publication you are now reading and contains an introduction to this unit, an overview of the topics to be covered, details of assessment requirements and other administrative matters. 2. Study Guide. The Study Guide contains material on each topic area, guidelines on recommended readings and activities and feedback so that you can gauge how well you are comprehending the unit content. 3. Book of selected readings. You can access these readings through the SCU Library services. Textbooks Please refer to the Learning Resources section in this guide for details of the required textbook for this unit. The text provides comprehensive coverage of business research methods, with an emphasis on practical applications. Although it provides more detailed treatment of some issues than is required for this unit, the book will be a valuable reference for future units, and in the workplace. Other recommended readings are also listed in this Unit Information Guide. How much work? The assumed student workload is 150 hours for the unit with a weekly distribution roughly as follows: Lecture/workshop 3 hours Directed study 2–4 hours Private study 4 hours Unit structure Module 1: The research planning process The first module of this unit defines the terms which are most frequently used in literature on the subject. The remaining components of the module explain the major steps in the research planning process, which, if followed carefully, will mean that any study will meet the criteria of scientific research. Topics include: • Introducing tourism research • Beginning research • A review of related literature Studying this unit | 5 • Research design. Module 2: Data collection methods The second module deals with the major data collection methods that are most frequently applied to social science research. There are situations in social research where one of these techniques will be more suitable than the others. Knowing the advantages and disadvantages of each will assist the intending researcher to select the techniques most appropriate for the proposed study. Data collection and management tools such as Qualtrics and Excel will be explored and a familiarity with these will be facilitated through tutorials and incorporation into the assessments. Topics include: • Qualitative methods • Quantitative methods • Selecting the sample. Module 3: Data analysis and presentation The third module looks at methods of data analysis and interpretation. It is well and good to collect information from primary and secondary sources but without analysis and interpretation, the data is meaningless. The module deals with tourism data sources available in Australia. Knowledge of how to access these sources and utilise them in tourism business planning is invaluable for any tourism manager. Topics include: • Analysing the data • Reporting the research. Teaching and learning arrangements Estimated workload Scheduled hours Personal study Total 36 114 150 Your scheduled study hours are allocated as follows: Coffs Harbour Teaching method Duration Frequency Lecture online 1 hour 12 weeks Tutorial on-site 2 hours 12 weeks Lismore Teaching method Duration Frequency Lecture online 1 hour 12 weeks Tutorial on-site 2 hours 12 weeks 6 | MNG00415 Tourism and Hospitality Research and Analysis (Session 1, 2016) Gold Coast Teaching method Duration Frequency Lecture online 1 hour 12 weeks Tutorial on-site 2 hours 12 weeks Sydney – Hotel School Teaching method Duration Frequency Lecture on-site 1 hour 12 weeks Tutorial on-site 2 hours 12 weeks Singapore – MDIS Teaching method Duration Frequency Structured online learning N/A N/A Uzbekistan – MDIS Tashkent Teaching method Duration Frequency Structured online learning N/A N/A Distance Education Teaching method Duration Frequency Structured online learning 1 hour 12 weeks Melbourne – Hotel School Teaching method Duration Frequency Lecture on-site 1 hour 12 weeks Tutorial on-site 2 hours 12 weeks Studying this unit | 7 Assessment Assessment overview This is a graded unit and grades are awarded as detailed in Rule 3.8 of the University’s Rules Relating to Awards. To achieve a passing grade in the unit all assessment tasks must be submitted and an overall mark of 50% or more must be obtained. All students are required to submit three compulsory assignments (two written and one online), which will make up 100% of the total assessment. Any work presented after the due date will be subject to progressive penalties and will ultimately receive no grade. These penalties will be provided by your lecturer. Students should take care in the use of the work of others. All sources must be acknowledged in full. The penalties for plagiarism are severe. This applies to the misuse of work, writings and research other than your own. It also applies in the resubmission of your own work prepared for another course or purpose. Assignment due dates and the examination period provided here apply to the Australian study period. These may be varied for students studying elsewhere, please confirm dates with your local tutor. ‘TurnItIn’ and your assignments It is now mandatory that all written assignments in the School of Tourism and Hospitality Management be submitted to TurnItIn prior to formal submission for the purposes of plagiarism checking. Assessment Group/ individual Learning outcomes Grading indicator Min Score Weight Length/ duration Due Professional accreditation 1. Quiz Individual 4, 5 Graded N/A 10% – 08 Apr 2016 5:00 PM Certificate of completion of Qualtrics tutorial 2. Research proposal and Literature review Individual 2, 4 Graded N/A 40% 1800 words 22 Apr 2016 5:00 PM N/A 3. Report Individual 1, 3, 5 Graded N/A 50% 1500 words 27 May 2016 5:00 PM N/A Assessment details Assessment 1: Quiz This assessment is for these students only: Coffs Harbour; Distance Education; Gold Coast; Lismore; Melbourne – Hotel School; Singapore – MDIS; Sydney – Hotel School; Uzbekistan – MDIS Tashkent. 8 | MNG00415 Tourism and Hospitality Research and Analysis (Session 1, 2016) Assessment Group/ individual Learning outcomes Grading indicator Min Score Weight Length/ duration Due Professional accreditation Quiz Individual 4, 5 Graded N/A 10% – 08 Apr 2016 5:00 PM Certificate of completion of Qualtrics tutorial You are required to conduct the ‘Learn Qualtrics in 5 Steps’ online tutorials and complete your training by undertaking the ‘Comprehensive Review’ online quiz, which can automatically send your score and a Certificate of Completion to your chosen instructor/lecturer. These online tutorials will take about 3 hours and there has been one Qualtrics workshop allocated in the study timetable prior to the submission date for this assignment. Instructions 1. Go to http://www.qualtrics.com/ (http://www.qualtrics.com/) and familiarise yourself with this site. 2. Go to http://www.qualtrics.com/university/researchsuite/ (http://www.qualtrics.com/ university/researchsuite/) to reach the free online training modules. 3. Click on the link to ‘Learn Qualtrics in 5 Steps’. 4. Complete the training tutorials online. 5. Complete the ‘Comprehensive Review’ online quiz and ensure your score / Certificate of Completion is sent to your lecturer AND include your name and email. Note: You must get a score of 10 or more out of the possible 12 to pass this assessment and the assessment is based on the full 10 (ten) marks for a Certificate of Completion with a score of 10 or more, OR 0 (zero) marks for a Certificate of Completion with a score of 9 or less. Assessment 2: Research proposal and Literature review This assessment is for these students only: Coffs Harbour; Distance Education; Gold Coast; Lismore; Melbourne – Hotel School; Singapore – MDIS; Sydney – Hotel School; Uzbekistan – MDIS Tashkent. Assessment Group/ individual Learning outcomes Grading indicator Min Score Weight Length/ duration Due Professional accreditation Research proposal and Literature review Individual 2, 4 Graded N/A 40% 1800 words 22 Apr 2016 5:00 PM N/A You are required to prepare a research proposal outline and associated literature review that will inform the design and structure of the research project which is the final assessment (Assignment 3). You will need to identify an industry-related research situation that interests you and consider and describe the problem needing investigation and the related research objectives, following the instructions below. A review of current literature is then required to help describe and contextualise the industry-related research situation and justify the research design and data collection methods you will use in the associated research project (Assignment 3). You can discuss your research situation with your lecturer, but the following example has been provided to help you start thinking about the relationship between an industry problem and the research that may be required to address this problem. Example Assessment | 9 You have recently been employed as a marketing manager for a tourist attraction located in Australia. Your marketing director has given you a number of research projects that need to be undertaken to inform the development of marketing plans and strategies. Your first task in your new role is to prepare a research proposal that outlines how you would undertake the following research project: To determine what type of experiences visitors generally like to experience when they visit the attraction. Instructions 1. Prepare a research proposal that addresses the following criteria: i. Background (250 words) – provide a brief overview describing the industry-related research situation relevant to the research proposal you have selected to develop (for example, if using the example above you would describe the location of the attraction and the experiences it offers) ii. Significance (250 words) – explain the significance and need for this research from the perspective of the management and marketing of the attraction iii. Scope (150 words maximum) – explain the geographical, temporal and demographic scope of the proposed research iv. Problem statement and objectives (150 words maximum) – determine a clear and concise problem statement and two research objectives that relate to your research proposal. 2. Prepare a literature review that critically evaluates ten (10) references from sources of academic literature (books and/or academic journal articles) from 2009 to 2014 that: ◦ relates to one significant concept or theme related to your selected research proposal (minimum 5 references) ◦ will inform your research design and data collection methods related to your selected research proposal (minimum 5 references). 3. Provide a reference list (Harvard – see Summers and Smith (2006) Referencing Guide) for academic literature sources you use to justify your final research proposal. 4. Turnitin – attach a copy of your Turnitin Orginality Report for this assignment. Note: This is a hypothetical exercise only that is designed to give you opportunity to learn, in a small but practical situation, about the research process and its place within tourism and hospitality management decision making. Under no circumstances are you to approach any employee of a tourist organisation or tourist attraction for assistance with this assignment and also Assignments 2 and 3. Marking criteria Research proposal 35% Range and relevancy of literature related to a signifcant concept/theme 20% Logical argument and discussion of what is known relevant to the topic 10% Relevancy and discussion of relevant methods related to the selected research proposal 20% Clarity of expression throughout the review 10% Referencing (within review and reference list) 5% 10 | MNG00415 Tourism and Hospitality Research and Analysis (Session 1, 2016) Assessment 3: Report This assessment is for these students only: Coffs Harbour; Distance Education; Gold Coast; Lismore; Melbourne – Hotel School; Singapore – MDIS; Sydney – Hotel School; Uzbekistan – MDIS Tashkent. Assessment Group/ individual Learning outcomes Grading indicator Min Score Weight Length/ duration Due Professional accreditation Report Individual 1, 3, 5 Graded N/A 50% 1500 words 27 May 2016 5:00 PM N/A You are required to prepare the research project report that describes and justifies the decisions you have made for your proposed research design, data collection methods, sample selection, ethical considerations and data analysis techniques that are relevant to the research proposal that you have selected. These components will be informed substantially by your literature review in Assignment 2. This research project involves the development of a Qualtrics survey which you need to design and include whether you choose to develop a qualitative, quantitative, or mixed method of survey and/or interview questions. Instructions Your final research proposal should address the following criteria (and use these headings in your Research Project Report): i. Problem statement and research objectives – state your problem statement and research objectives at the start of your final research report so your lecturer can refer to these when reviewing your proposal. ii. Research design – explain and justify the methodological approach you propose to guide your research proposal. iii. Data collection methods – explain and justify the methods you propose to address your problem statement and what data management tools you would use (e.g. Qualtrics, Excel). iv. Qualtrics survey – design and include your Qualtrics survey and/or interview format and explain and justify the questions and style of questions you use with respect to collecting appropriate data to address your objectives. v. Sample selection – explain and justify the sample selection process relevant to your research proposal. vi. Ethical considerations – explain how you would consider the ethical issues associated with the research proposal. vii. Data analysis techniques – explain and justify how you would propose to analyse the data collected, including the analysis performed by Qualtrics and discuss the format that Qualtrics data may be presented in (e.g. tables, bar graphs etc.). viii. Reference list – provide a reference list (Harvard) for any reference sources you use to justify your final research proposal. ix. TurnItIn – attach a copy of your Turnitin Orginality Report for this assignment. Marking criteria Research design 15% Data collection methods 20% Qualtrics survey 15% Sample selection 10% Ethical considerations 10% Assessment | 11 Proposed data analysis techniques 20% Reference list 2% Presentation and clarity of report 8% 12 | MNG00415 Tourism and Hospitality Research and Analysis (Session 1, 2016) Timetables Suggested study timetable This timetable applies to the Australian study period. It may be varied for students studying elsewhere. Please confirm dates with your local tutor. Week/ commencing Topic Notes 1 29 Feb 2016 1 Introducing tourism research 2 07 Mar 2016 2 Beginning research 3 14 Mar 2016 3 Reviewing research 4 21 Mar 2016 4 Research design 5 28 Mar 2016 5 Quantitative methods 6 04 Apr 2016 Qualtrics Assignment 1 due 5pm Friday 8th April 7 11 Apr 2016 Study week 8 18 Apr 2016 6 Qualitative methods Assignment 2 due 5pm Friday 22nd April 9 25 Apr 2016 7 Sample selection 10 02 May 2016 8 Data analysis 11 09 May 2016 9 Reporting the research 12 16 May 2016 13 23 May 2016 Assignment 3 due 5pm Friday 27th May Timetables | 13

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Research Analysis

Research Analysis

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