Case Study: Open Doors Assignment
Michel Onongha
BUSI600: Business Research Methods (D09)
Dr. Clifton Howell
Liberty University
November 8, 2021
Case Study: Open Doors Assignment
1. How did ODO operationalize the definition of an adult with a disability?
What arguments could you make that the definition was too inclusive or too narrow?
ODO operationalized the definition of an adult with a disability by narrowing it down to
the U.S. Census definition of “blindness, deafness, or a condition that considerably limits one or
more basic physical activities such as walking, climbing stairs, reaching, lifting, or carrying”
Schindler, P. S. (2022). I believe that the ODO’s definition of disability was very narrowed by
choosing to include specific physically limiting disabilities and excluding those with mental or
emotional disorders. The ODO does admit that their definition was narrow, and I would
definitively agree. Although mental and emotional disabilities may not always be permanent,
they still cause severe problems for a person to perform activities that the ODO may deem
simple.
Lastly, ODO used the US Census definition from the year 2000(this study was conducted
in 2004), which defines disabilities in adults in a very narrow sense of only physical limitations
such as the inability to walk upstairs.
2. Analyze the research design’s various components. Identify any potential problems
and explain the ramifications of these design issues. Identify potential strengths of
the design.
When analyzing the ODO’s research design:
a. Focus groups: The ODO used a focus group of 13 disabled people to identify important
issues and ensure the correct language that can be implemented to clarify the issues. I
believe that a focus group is very effective because the members are more easily
accessed, ensuring that the researcher holds more control and elasticity. The ramification
I can provide for the focus group would include a poor illustration of the population, and
thus a blemished conclusion of the research.
b. Questionnaire design: The ODO wanted insights from organizations that already
addressed disability issues, including those that would benefit from the findings in the
study. Therefore, they recruited representatives to influence the questionnaire. Design. By
involving organizations that might benefit from the findings in the study, the research
would offer information that is helpful and relevant as well. Survey questions were
developed based on what executives from high travel destinations and airlines wanted to
know. I believe that ODO involving stakeholders who regularly worked with the disabled
population would help make the findings in the study more relevant. If this method of
research is not used, the ramifications would be minimal.
c. Telephone/Online interviews: Communication with the disabled population via phone or
interactive online interview makes a lot of sense due to the issues of accessibility that are
frequently faced by those with disabilities. A ramification I would state for this kind of
research would be focused on people who lack the ability or technology to try and do
this.
3. What is a hybrid (dual-modality) methodology? What are the pros and cons of
the hybrid methodology used in this study?
A hybrid (dual modality) methodology is defined by Di Tria, Lefons, & Tangorra,
(2012), as combining and integrating a data-driven approach with a requirement-driven one.
Some pros of implementing a hybrid model stated Vukanović were “hybrid business models
emerge, develop, and are then commercialized, but also the wider societal impact and benefit of
the emerging, new technologies’ added network value in different digital, cyber, and hypermedia
ecosystems as well as organizational architecture and platforms” (2016). The dual methodology
or hybrid model was implemented by the ODO when analyzing the travel needs of the disabled
via the internet, and also phone interviews. The pros of this approach are that they provide the
research with a more dynamic and flexible approach which will adapt better to challenges within
the research process. In addition, this approach allows for them to cross-examine data from each
source and accurately check the accuracy of that data as well. The cons are inversely related
where it might create a more complicated research design and therefore increase the cost of
research when other methodologies are used.
4. Francie Turk had no prior experience with researching Americans with disabilities.
Assume you have a similar background; what would you have done in the exploratory
phase of this project to become familiar with the frustrations and hurdles that adults
with disabilities face when traveling? Compare your research process with what
ODO did. What could ODO have gained from incorporating your methods?
Assuming I have a similar background as Francie Turk with no prior experience of
researching Americans with disabilities, I would then proceed to read as much as I could on the
resources of various disability websites. In addition, I would also discuss with a lot of disabled
people who would be able to provide me with helpful information as well. I would do my best to
try and understand the different characteristics of disabled individuals such as their daily
activities and what challenges they faced when traveling.
5. Brainstorm lists of potential hotel, restaurant, and rental car accommodations to be
evaluated for adults with disabilities and create your own paired-comparison question.
During a phone interview, how quickly could you cover this question? What are the
advantages and disadvantages to using this measurement scale in the phone survey
in comparison to using it in the online survey?
I believe that accommodating people with disabilities involves finding the best ways to
assist/make it easy for them to operate in society. Throughout a phone interview, this question
will be covered in no less than 5 minutes where I would ask it a yes or no fashion. I also agree
with the fact that phone interviews are the preferred technique to be implemented because they
allow for more dialogue and responses to open-handed questions. This is a great advantage. A
disadvantage of a phone survey might be that it is time-consuming, as you wait for the answers
to the questions asked. An online survey makes this easier than on the phone. I would then favor
a scale-rating approach for this applied research design. In addition, I believe that some
accommodations that should be evaluated for adults with disabilities should include bigger
elevators that allow for disabled individuals to operate comfortably away from home. I also
believe that larger rooms would be beneficial as well. Lastly, braille menus would enable
disabled people to attend restaurants without much need for assistance from friends or
restaurants employees. Lastly, I would advise that more training be offered to all staff on how to
handle emergency occurrences with disabled adults. Also, automated door opening at hotels and
restaurants would be very beneficial as well.
The paired comparison question I would create is: What is more important to you when
traveling, educated staff, or the availability of accessible rooms, services, and transportation? To
make this question better accessible, the interviewer must thoroughly read this question, and
there must be a transcribed text-to-speech option for the online surveys as well.
6. What are the management, research, and investigative questions driving the next Adults
with Disabilities: Travel and Hospitality Study?
The ODO’s investigative questions that drove the study were meant for grasping the
disability community’s travel frustrations and experiences as well. The ODO seeks to know how
to help those with disabilities not feel the load of mostly staying home rather than facing the
obstacles that await them at restaurants, hotel rooms, and airplanes as well. I would imagine that
the next study regarding hospitality to adults with disabilities would be centered on enhancing
experiences.
References
Jerry Falwell Library
The Holy Bible, English Standard Version (ESV) 2001 by Crossway, a publishing ministry of
Good News Publishers.
Schindler, P. S. (2022). Business research methods (14th ed.). McGraw-Hill.
Di Tria, F., Lefons, E., & Tangorra, F. (2012). Hybrid methodology for data warehouse
conceptual design by UML schemas. Information and Software Technology, 54(4), 360-
379. https://doi.org/10.1016/j.infsof.2011.11.004
Vukanović, Z. (2016). Foreign direct investment inflows into the south east European media
market: Towards a hybrid business model. Springer.
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