Qualitative vs. quantitative research techniques in tourism
Résumé de l'exposé
Research in the field of tourism has not been very important until the early nineteen seventies; it has begun to spread only since that time. Marketing research is a broad concept including various techniques, but a main distinction should be done between quantitative and qualitative research methods. Quantitative techniques describe variables by assigning a number - representing an attitude, opinion or motivation- which can be statistically analyzed. In contrast, qualitative research focuses on attitudes, opinions and motivations in the words of each respondent, but without quantifying it. Quantitative methods have always dominated in tourism, as it often appears as more reliable, since it is based on facts that can be observed, and then analysed. However, qualitative techniques have become to be more and more used for the last decade. Each technique has obviously specific advantages and drawbacks; that is why it is necessary to examine both in different contexts, especially in tourism research. As Alf H. Walle reported in his report called "Quantitative versus Qualitative Research in Tourism", "plurality of equally valid research strategies exist within tourism. Choice must be thus determined according to the situation in which the research takes place."
Importance of differentiating primary data and secondary data.
Quantification of the data.
Quantitative techniques.
Hypothesis testing.
Correlation and regression analysis.
The discriminant analysis.
Factor analysis and cluster analysis.
Explanation of a quantitative research.
Drawbacks of quantitative methods.
Qualitative techniques.
Focus on the typology of motivations in tourism.
Direct methods.
Usefulness of Indirect qualitative methods.
Examples of qualitative research.
Evaluation of qualitative methods and the impact.
Conclusion.
Bibliography.
Extraits de l'exposé
[...] This usually takes a long time, but a large sample can be used easily. Finally, causal research establishes a cause-effect link between variables. The principal method of collection of data is experiments, such as table tests; this method is however time-consuming and expensive. Whatever the choice may be, the final decision should always be made according to the nature of the problem, time constraints, the secrecy and degree of precision required. Equally important is the difference to make between secondary and primary data. [...]
[...] Another example of quantitative research in tourism is the report called Evaluation of Models of Human Decision Making for predicting Leisure Choice Behaviour? which has been written by BL Driver USDA, Edwin E. Krumpe and Wej Paradice. The purpose here was to increase predictability about leisure choices, by focusing on six generics models of decision making, which are the followings: the basic-multiple-attribute model, the Fishbein- Ajzen model, the conjoint model, the discrete choice model, the Lens model and finally the lexicographic model. [...]
[...] The major assumption is that the data represent valid measures, with a key limitation although, being the interpretation of the dimensions. Conjoint analysis is also often used to predict the buying or usage of a new product which may still be in concept form, or to determine the relative importance of various attributes to respondents, based on their making trade-off judgments. It generates a value of relative utility for each level of an attribute. The percentage of respondents who would most prefer one concept from among a defined set of concepts can then be determined. [...]
[...] A case study would also ?produce a comprehensive description and analysis of a single situation?, as pointed out by Aaker, using interviews with relevant people as well as secondary and internal data. Observation is another useful tool, it can be indirect or contrived similar to projective techniques and provide in both cases an interesting insights into behaviour and consumption patterns. Finally, a content analysis can be carried out when it comes to analyse written material, when the phenomenon to be observed is communication rather than behaviour. Another example of qualitative research carried out by S. [...]
[...] Johnson. adaptive Decision Maker?, Cambridge Press, United Kingdom Model of Tourist Choices of hypothetical Caribbean Destinations?, Wolfgang Haider and Gordon O. [...]
À propos de l'auteur
Molho E.Stagiaire mission économique de Vienne (Autriche)
