RESEARCH DESIGN AND METHODOLOGY ON FACTORS AFFECTING
EMPLOYEE JOB SATISFACTION IN THE HOSPITALITY INDUSTRY IN
KENYA
Introduction
A description of the research methodology is presented in this chapter, which comprises of the
study design, population, techniques of sampling, data collection, analysis and presentation and
the considerations for ethics.
Research Design
This research utilized descriptive design, which according to Creswell (2003), is suitable when
primary data is collected to describe settings, phenomena or organizations. Mugenda and
Mugenda (2006) noted that descriptive statistics enable meaningful description of a distribution
of scores or measurements using a few indices or statistics. The descriptions presented above
make descriptive research design suitable for the current study, which also has enough provision
for protection of bias and maximized reliability (Kothari, 2008). This design is preferred since it
focuses on data rather than theory besides the financial constraints.
Target Population
Cooper and Schilndler (2012), described population as the all things, events or people of interest
to be investigated and form the basis from which the research subjects or sample is drawn. For
purposes of this study, the population is the low cadre staff of Boma hotel, whose number stood
at 214 as at March 31st 2017. Table 3.1 presents the distribution of the 214 employees across
departments of Boma Hotels.
Table Population of the Research
Department Number of low cadre staff
Finance & Administration 8
Marketing 12
Reservations 17
Food and Beverages 72
Information Technology 11
Entertainment 16
Maintenance 13
Housekeeping 65
Total 214
Source: Boma Hotels Establishment (March 31st 2017)
Sample and Sampling Technique
Saunders et al. (2014) categorized sampling techniques into two, namely non-probability and
probability sampling techniques. While in non-probability sampling, the study subjects do not
have a pre-set chance of being selected, in probability sampling, each subject in the population is
given an equal chance of being selected to participate in the research. For the current study, the
population is distributed across all the seven departments of the hotel, hence a census of all the
departments was undertaken, which fits into the description of probability sampling technique.
Selection of the sample size is described below.
According to Mugenda and Mugenda (2006), sample size for descriptive studies should be
between 10 and 20 percent. The sample size for this study was 30 percent for it is recommended
that researchers use the largest sample possible because statistics calculated from a large sample
are more accurate (Kasomo, 2007). A proportional stratified random sampling was used to
compute size of the sample. A proportional stratified random sampling is a probabilistic
sampling method suitable for selecting individuals from unequally distributed groups (Mugenda
& Mugenda, 2006). Consequently, each of the departments formed a stratum and 30% of the
target employees in the departments formed the sample size. Table 3.2 depicts proportional
distribution of the sample size across the 8 departments of Boma hotels.
Table Sample Distribution
Department/Strata Study population (N) Sample Size (30% X N)
Finance & Administration 8 2
Marketing 12 4
Reservations 17 5
Food and Beverages 72 22
Information Technology 11 3
Entertainment 16 5
Maintenance 13 4
Housekeeping 65 20
Total 214 65
Source: Boma Hotels Establishment (March 31st 2017).
In order to provide for equal chance for every member in the target respondents to be included,
the study utilized simple random sampling. All the 214 targeted lower cadre staff names of Boma
Hotel were drawn on pieces of paper per each of the 8 departments. For each of the departments,
the number of pieces of paper corresponded to the names and number of staff. The papers were
then be mixed in a box thoroughly, after which the required number of sampled staff was
identified for participation in the research. This action was undertaken 8 to ensure that all
departments are covered.
Data Collection Instruments
A detailed survey was self-administered respondents in their work places. The survey questions
were presented on a 5 point Likert scale, which is commonly used in business research for
measurement of behavior, attitude values and perception (Upagade & Shende, 2012).
Pilot Study
Kothari (2008) described a pilot study as a small - scale preliminary research undertaken so as to
evaluate cost, adverse events, time, and feasibility statistical variability so as to predict an
appropriate size of sample and hence improve on the design of the research before undertaking a
full-scale. Baker (1994) opined that 10% – 20% of the sample size for the actual study is a
reasonable number of respondents to consider for participation a pilot research.
For purposes of this study, a pilot study of 10% of sample size of 65 respondents was selected
randomly. A sample of between 10 and 20 respondents can be chosen from the population during
piloting which is not included in the sample chosen for the main study. (Mugenda & Mugenda,
2006). Therefore, 7 randomly selected respondent who had taken part in the pilot research were
excluded from the final research. Size of a study sample is dependent on practicality, costs and
time, however, it should be between 5% and 10 % of the population. The pilot study should also
help in revealing questions that are vague and allow for their review until they convey the same
meaning to all the subjects.
Validity
According to Sekaran (2006), validity is the degree to which research findings represent the
phenomenon under the research. In order to enhance validity, the steps followed were construct
validity of the questionnaire was tested by using research questions from prior studies, and
ensuring that sections of the questionnaire address the research objectives and relate to the
conceptual framework developed. Secondly the instruments were reviewed by the University
supervisors to ensure that content validity is met. The validity tests were undertaken so as to
make an assessment of the length, structure and appropriateness of the questions to be used and
make adjustments prior to embarking on field data collection.
Reliability Test
A reliable measuring instrument is one that gives the researcher the same measurements when
the researcher repeatedly measures the same unchanged objects or events. Cresswell (2009)
observed that reliability reflects the degree to which the researcher will get the similar results
even with repetitive measure; reliability states the consistency of a measure which reflects
expectations of similar results from one administration of an instrument to another
administration. Data collected during pilot test was tested for relevance and consistency of
results in order to minimize errors.
Data Collection Procedure
A paper-based questionnaire was used in field data collection. Saunders, Lewis and Thornhill
(2014), observed that field data is of essence in order to answer research questions for a
particular research project. Structured questions will be presented on a Likert scale, which is
suitable for measuring perception, attitude values and behavior (Upagade & Shende, 2012). In
order to avert the risk of low response rate, the researcher recruited two qualified research
assistants to assist in administering the questionnaire. The research assistants were facilitated and
adequately trained to understand the questionnaire before commencement of the data collection.
Further, a formal letter from University’s, School of business will be obtained. The letter was
attached to the questionnaires with background and importance of the study to business
organizations and policy makers and a request to the potential respondents to participate. On
receipt of the research instruments, the researcher coded and tested for reliability and validity.
Data Analysis and Presentation
Kothari (2008) noted that analysis of data sought to examine field data that has been collected for
purposes of interpretation and making conclusions (Kothari, 2004). Field data was analyzed
aided by descriptive statistics, including variability and central tendency measures of
frequencies. The research regression model is depicted below.
Y = β0 + β1X1 + β2X2 + β3X3+ β4X4+ έ
Y = Job satisfaction
X1 = Working conditions
X2 = Remuneration
X3 = Relationship with supervisor
X4 = Co-worker relations
έ = Error Term.
Β = Regression Coefficient
β0 = Point of intersection on the Y axis (Constant)
The findings are presented using frequencies, percentages, tables and bar graphs.
Ethical Considerations
Research ethics were observed before, during and after carrying out the study. Ethical research
requires that researchers obtain necessary approvals before collecting data in studies involving
human subjects (Tamariz, Palacio, Robert, & Marcus, 2013). Permission was sought from the
relevant authorities before embarking on the research. To facilitate objectivity in the research,
efforts were made to ensure that personal bias and opinions do not get in the way of the research
and that all parties are given a fair consideration. Specifically, the following ethical
considerations were observed:
Informed Consent
An informed consent form provides prospective participants the opportunity to understand their
rights and benefits before participating in research (Montalvo & Larson, 2014). A letter of
introduction was attached to the questionnaire. Only participants who read and agreed to the
informed consent completed the questionnaire voluntarily and confidentially. In addition, the
target respondents’ consent was sought before they participate in the study.
Voluntary Participation
The study subjects as a matter of principle of participation in a voluntary manner, ought not to be
coerced into taking part in the research, they thus have to be informed about the objectives of the
research, what is expected of them and their consent sought. (Saunder et al., 2014). The sampled
respondents were informed that each of the employees of Boma Hotels has a chance that is equal
in participating in the research. In case any respondent feels uncomfortable while in the process
of completing the questionnaire, he or she had the option of withdrawing from participation in
the study.
Confidentiality
According to Mugenda and Mugenda (2006), the research respondents’ confidentiality can be
maintained through use of codes. These may be used on the questionnaires to conceal the identity
of participants’ responses. The participants were assured of confidentiality of the information
they provided.
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