qualitative analysis

MODULE CODE: HTM251HKU

ELEMENT: COURSEWORK (100%)

MODULE TITLE: Research Methods

MODULE LEADER: Kristin Finn

REFER TASK:

Please review the Qualitative Research Article (PAGE 5 onwards) and SPSS test results provided on PAGES 3 & 4 of this document and answer the following related questions.

To fulfil the brief, you must demonstrate your knowledge of quantitative and qualitative research and analysis to address the following 4 questions linked to the data provided, worth 20 marks each:

1. Look at the research article provided from page 5 below and provide a detailed account of the qualitative approach to research and analysis that was undertaken for that study (Max. 20 marks)

2. Again looking at the qualitative research article provided below (pg 5 onwards), discuss the appropriateness and overall effectiveness of the approach to sampling adopted for the qualitative element(s) of the study (Max. 20 marks)

3. Looking at the SPSS data provided (pages 3-4) discuss through academic theory the advantages and disadvantages of conducting quantitative research and analysis (Max. 20 marks)

4. Looking at the SPSS data provided (pages 3-4) , analyse the frequency, descriptive and chi square tests and provide a clear and detailed write up of the findings (Max. 20 marks)

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ADDITIONAL INFORMATION:

ASSESSMENT CRITERIA

This assessment meets the following learning outcomes:

· Demonstrate knowledge and understanding of relevant concepts, theories, issues in research.

· Show an ability to interpret, synthesise and use relevant evidence.

· Communicate arguments effectively and support conclusions

Furthermore, the marking criteria for this assessment are as follows:

· Content (80 marks in total, equally split across 4 questions)

· Comprehensiveness (10 marks)

· Communication (10 marks)

Format requirements

You should provide concise and well-focused written answers to each of the 4 questions asked that include strong reference to academic research methods theory.

The word limit is 1500 words (+/-10%), which includes all of the text but excludes the list of references at the end.

Your assessment must be word-processed in the following format:

· Font: minimum of font size 11

· Line spacing: double spaced

3

QUANTITATIVE SPSS DATA FOR ANALYSIS AND DISCUSSION

QUESTION 3:

Frequency test result

Hotel Brand
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Intercontinental	6	30.0	30.0	30.0
	Kimpton	4	20.0	20.0	50.0
	Holiday Inn	3	15.0	15.0	65.0
	Hotel Indigo	2	10.0	10.0	75.0
	Crowne Plaza	2	10.0	10.0	85.0
	Candlewood Suites	3	15.0	15.0	100.0
	Total	20	100.0	100.0

QUESTION 3:

Descriptive test result

Descriptive Statistics
	N	Minimum	Maximum	Mean	Std. Deviation
Age of Respondent	200	19	72	44.15	16.357
Valid N (listwise)	200

QUESTION 4: Chi-Square test result Rating of cleanliness * Gender of Respondent Crosstabulation
			Gender of Respondent	Total
			Male	Female
Rating of cleanliness	Better	Count	20	10	30
		Expected Count	15.0	15.0	30.0
	2	Count	40	40	80
		Expected Count	40.0	40.0	80.0
	3	Count	10	10	20
		Expected Count	10.0	10.0	20.0
	4	Count	20	40	60
		Expected Count	30.0	30.0	60.0
	Worse	Count	10	0	10
		Expected Count	5.0	5.0	10.0
Total	Count	100	100	200
	Expected Count	100.0	100.0	200.0

Chi-Square Tests
	Value	df	Asymp. Sig. (2-sided)
Pearson Chi-Square	20.000a	4	.000
Likelihood Ratio	24.057	4	.000
Linear-by-Linear Association	1.411	1	.235
N of Valid Cases	200
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.00.

QUESTIONS 1 & 2:

QUALITATIVE Research Article for Analysis