Open Door Case Study 1
Open Door Case Study
Liberty University
Business research methods BUSI-600
November 12th, 2023
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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?
Open Doors Organization (ODO) conducted a significant research project to estimate the
expenditures of persons with disabilities and the accommodations they need to travel more.
ODO, led by Eric Lipp, partnered with Harris Interactive to conduct a multimethod survey,
focusing on the economic impact, travel behaviors, industry needs, and potential services to
encourage adults with disabilities to travel more.
ODO operationalized the definition of an adult with a disability by focusing on those with
permanent physical limitations, excluding mental or emotional disorders. Arguments for the
definition being too inclusive include concerns about the permanency requirement and the
emphasis on physical limitations, potentially overlooking other impactful conditions. On the
other hand, arguments for it being too narrow highlight the exclusion of mental and emotional
disorders and the evolving understanding of disabilities, suggesting a need for broader
inclusivity. The definition strikes a balance but reflects ongoing debates about the scope of
disability definitions in light of evolving societal perspectives.
The study revealed that the population of adults with disabilities is growing, and by 2030,
nearly 24% of the total U.S. population is expected to have a disability. The research aimed to
provide evidence that marketing to adults with disabilities is an excellent financial investment for
companies in the travel industry, primarily since "PwD represent about 15% of the world
population" (Moura, Eusébio, & Devile 2023). The study involved a dual-modality survey with
1037 participants, combining online and telephone interviews. Conducting its focus groups and
involving executives from the travel industry in questionnaire design since "stakeholders usually
ignore the disability community in the planning, design, and management of the built
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environment." (Odame, P. K., Amoako‐Sakyi, R. O., Abane, & Zuidgeest 2023). The survey
addressed accommodations for airlines and hotels, with a particular focus on preferences for
accommodating staff, preferred seating, and designated employees to handle disability-related
issues.
The findings emphasized the significant market potential of the adults with disabilities
segment, suggesting that accommodations made by hotels and airlines could lead to doubling
revenues. The Internet and referrals were identified as powerful information resources for this
segment. Surprisingly, the study found that the most desired accommodations were not
necessarily the most costly, emphasizing the importance of accommodating staff, preferred
seating, and dedicated employees. ODO's study confirmed anecdotal evidence about the potential
of the adults with disabilities travel segment and provided valuable insights for the travel
industry. The next phase of the study, beginning in 2004, aimed to focus more on restaurants and
rental car companies while exploring how adults with disabilities use the Internet for travel
information and reservations.
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.
The research design implemented by Open Doors Organization (ODO) in its study on
adults with disabilities in the travel and hospitality industry demonstrated a thoughtful and
multifaceted approach. The study, motivated by the growing population of adults with disabilities
and a lack of prior research in this domain, aimed to provide tangible evidence of the economic
opportunities for the travel industry in catering to this demographic. "Then said he also to him
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that bade him, When thou makest a dinner or a supper, call not thy friends, nor thy brethren,
neither thy kinsmen, nor thy rich neighbours; lest they also bid thee again, and a recompence be
made thee. But when thou makest a feast, call the poor, the maimed, the lame, the blind: And
thou shalt be blessed; for they cannot recompense thee: for thou shalt be recompensed at the
resurrection of the just" (Luke 14:12-14 KJV) Like it stated in the bible, the more we help those
who are different and in need the more blessed we become.
To operationalize the definition of an adult with a disability, ODO adopted a specific
criterion, requiring the disability to be permanent and covering a range of physically limiting
conditions. For example, individuals with conditions such as blindness, deafness, or those
substantially limited in basic physical activities were included. While this definition aimed to
balance inclusivity and specificity, arguments could be made that it might be too inclusive,
potentially diluting the unique needs and preferences within the disability spectrum, or too
narrow, excluding conditions like certain mobility limitations that could impact travel
experiences.
The research design incorporated both online and telephone surveys to accommodate the
diversity of the target audience. For instance, individuals with mobility challenges might find
online surveys more accessible, while others prefer telephone interviews. However, potential
issues such as sampling bias—where specific segments of the population are overrepresented or
underrepresented—and the survey length could impact the quality of responses and the overall
effectiveness of the study.
One notable strength of the research design was the inclusion of focus groups, tapping
into the firsthand experiences of individuals with disabilities. These sessions, held at ODO
headquarters, provided valuable qualitative insights into the critical issues faced by this
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demographic. For example, participants might share personal stories about challenges in
accessing hotel rooms or navigating airports, enriching the study with context and depth.
Additionally, ODO actively sought collaboration with industry representatives, including
executives from airlines, hotels, and travel destinations, to develop the survey questions. For
instance, insights from airline executives could shape questions about in-flight accommodations.
This collaboration not only enhanced the study's relevance but also ensured that the research
addressed the specific needs and concerns of the travel industry. "Anecdotally at least, it seems
the unspoken truth for many individuals with a disability is that efforts to engage in any form of
travel are often thwarted by poor service provision, systemic bias, and discrimination" (Pegg,
Karl, & Harpur 2021).
A distinctive element of the study was the use of the COMPASS methodology in
paired-comparison exercises, a strategic approach to managing the difficulty of assessing
multiple attributes. For example, participants might be asked to choose between
accommodations, such as "more accommodating staff" or a "guaranteed preferred seating"
option. This method allowed for a nuanced understanding of preferences and priorities without
overwhelming participants with an extensive list of comparisons. The study's final report,
comprising a detailed oral presentation and a comprehensive written report, reflected the
commitment to presenting findings in a format accessible to diverse audiences. For instance,
using charts and graphs in the presentation could convey critical insights at a glance, while the
written report included detailed tables for those seeking in-depth information.
In conclusion, ODO's research design reflected a holistic strategy, incorporating diverse
methods, industry collaboration, and a nuanced approach to data collection. While potential
issues such as sampling bias and survey length should be acknowledged, the strengths of the
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design lie in its inclusivity, practicality, and commitment to providing actionable insights for the
travel and hospitality industry, illustrated through examples from the study's various components.
3. What is a hybrid (dual-modality) methodology? What are the pros and cons of the
hybrid methodology used in this study?
The Open Doors Organization (ODO) employed a hybrid (dual-modality) methodology
in their comprehensive study focused on understanding the travel and hospitality experiences of
adults with disabilities. This innovative approach combined both online surveys and telephone
interviews to cater to the diverse needs and preferences of the target population. For example,
individuals with mobility impairments might find online surveys more accessible and
convenient, while those with visual impairments might prefer the interpersonal interaction
provided by telephone interviews.
This dual-modality design offered methodological flexibility, allowing participants to
choose the mode best suited their abilities and preferences. The online surveys, conducted
through the Harris Interactive online database, attracted participants comfortable with digital
platforms. Simultaneously, telephone interviews provided an alternative for those who might
face barriers in accessing or navigating online surveys due to their disability.
While the hybrid methodology increased the study's inclusivity, it introduced challenges.
Potential sampling biases could arise if certain demographic groups within the population of
adults with disabilities were more inclined to choose one mode over the other. For instance,
individuals with specific disabilities might be more or less likely to have internet access or prefer
online interactions, or the results can be inaccurate, like "One online hotel reservation site
reported that the demand for accessible hotel rooms in the U.S. only accounts for 0.1% of all
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room demand", "However, there is insufficient data from the literature to determine whether this
low demand is truly due to the lack of motivation, insurmountable barriers, or a combination of
both." (Cole, Zhang, Wang, & Hu 2019). Despite these challenges, the hybrid methodology
demonstrated in the ODO study aimed to strike a balance by leveraging the strengths of both data
collection modes. This approach sought to enhance the overall representativeness and reliability
of the study's findings, providing a nuanced understanding of the travel-related needs and
preferences of adults with disabilities.
4. Francie Turk had no prior experience with researching Americans with disabilities.
Assume you have 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?
In the project's preliminary phase, I would have adopted a multifaceted approach to
comprehend the intricacies of the challenges faced by adults with disabilities while traveling. To
gain insights, I would have delved into an extensive review of existing literature, encompassing
studies, reports, and articles on accessible travel. This would provide a foundational
understanding of the prevailing issues and gaps in the field. Moreover, I would have actively
engaged with prominent disability advocacy groups such as the National Council on Independent
Living or collaborated with renowned experts in disability studies. These interactions would
offer valuable insights into the nuanced aspects of accessible travel and help shape the research
design. In addition to secondary research, I would have organized pilot surveys and interviews
involving a small cohort of individuals with disabilities. This hands-on approach would allow for
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identifying key themes, challenges, and preferences specific to the target population. Inclusive
focus group sessions with diverse participants further enrich the qualitative data, capturing
various perspectives. For example, collaborating with disability scholars or involving
representatives from organizations like Disabled American Veterans could provide unique
insights because "When working to create a transportation network that is universally accessible,
it is critical for planners and engineers to work with people with disabilities when considering
the design needs of individuals with different types of disabilities." (Wagner, Shirgaokar, &
Marshall 2023), which should apply to any dilemma concerning people with disabilities.
By incorporating these comprehensive methods during the exploratory phase, the
research design would be better poised to develop main study instruments that are not only
informed by existing knowledge but are also attuned to the lived experiences of individuals with
disabilities and Understanding their reason for travel like "Another important category is
associated with the need to escape and to take a rest from everyday life. Although this is an
important motive for all leisure tourists, some studies call attention to the fact that the need to
escape seems to be felt stronger by PwD, as it represents an opportunity to escape and to forget
problems and challenges they face every day" (Moura, Eusébio, & Devile 2023)This inclusive
approach ensures that the study is sensitive to the diverse needs and challenges encountered by
the target population, fostering a more robust and applicable research framework.
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
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advantages and disadvantages to using this measurement scale in the phone survey in
comparison to using it in the online survey?
Potential accommodations for adults with disabilities in hotels, restaurants, and rental cars could
include:
Hotels:
Accessible rooms with features like widened doorways and grab bars.
Wheelchair-friendly pathways and ramps.
Braille signage and audio information for guests with visual impairments.
Staff training for assisting guests with various disabilities.
Tactile floor indicators for navigation.
Restaurants:
Braille or large-print menus.
Adjustable table heights for wheelchair users.
Staff training to communicate effectively with guests who are deaf or hard of hearing.
Clear signage and well-lit spaces for guests with visual impairments.
Dietary accommodations for guests with specific needs.
Rental Cars:
Adapted vehicles with wheelchair ramps or lifts.
Adjustable seating and controls for drivers with mobility challenges.
Clear and intuitive dashboard displays for guests with visual impairments.
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Tactile controls and audible warnings for vehicle functions.
Staff assistance for loading and unloading adaptive equipment.
Paired-Comparison Question:
"Which accommodation do you find essential when considering travel - staff training to assist
guests with various disabilities or accessible rooms with features like widened doorways and
grab bars?"
In a phone interview, covering this question could take approximately 1-2 minutes, allowing for
a brief explanation of each option.
Advantages of Using Paired-Comparison in a Phone Survey:
Real-Time Interaction: Interviewers can provide clarifications and address participant queries
immediately.
Guidance: Interviewers can guide participants through complex comparisons, ensuring
understanding.
Disadvantages of Using Paired-Comparison in a Phone Survey:
Time Constraints: Phone surveys often have limited time, and complex paired-comparison
exercises may be time-consuming.
Visual Aids: Lack of visual aids may make it challenging to convey complex scenarios.
Advantages of Using Paired-Comparison in an Online Survey:
Visual Support: Participants can refer to visual aids, enhancing comprehension.
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Self-Paced: Participants can take the time they need, reducing pressure.
Disadvantages of Using Paired-Comparison in an Online Survey:
Limited Interaction: Participants might have questions that need to be answered immediately.
Technical Barriers: Access issues for participants with specific disabilities may arise.
6. What are the management, research, and investigative questions driving the next Adults
with Disabilities: Travel and Hospitality Study?
The next phase of the Adults with Disabilities: Travel and Hospitality Study is driven by several
key management, research, and investigative questions:
Management Questions:
How can the findings from the previous study be translated into actionable strategies for the
travel and hospitality industry?
What specific initiatives can airlines, hotels, and other stakeholders implement to enhance the
travel experience for adults with disabilities?
How can the study's outcomes influence policies and practices within the travel and hospitality
sector?
Research Questions:
What are the current trends and dilemmas faced by adults with disabilities in the context of
travel, with a focus on restaurants and rental car companies?
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How has the landscape of accommodations for adults with disabilities evolved since the previous
study, and what new insights can be uncovered?
Are specific areas within the travel and hospitality sector requiring targeted improvements to
better cater to individuals with disabilities?
Investigative Questions:
How do adults with disabilities utilize the Internet for travel-related information and
reservations?
What impact has enhanced training and accommodations had on customer satisfaction and the
overall travel business for companies within the sector?
Are there specific correlations between improved training, accommodations, and positive
outcomes for businesses and travelers with disabilities?
"stakeholders expressed their willingness to collaborate to realize a disability inclusive public
transport since the collective resource of each group would foster such aspiration." (Odame, P.
K., Amoako‐Sakyi, R. O., Abane, & Zuidgeest 2023) These questions collectively guide the
research team in exploring the current state of accommodations, understanding the evolving
needs of adults with disabilities, and formulating recommendations for industry stakeholders.
The focus on Internet usage patterns and the impact of previous initiatives adds a layer of
investigation into the effectiveness of strategies implemented after the initial study. The ultimate
goal is to inform and shape practices that foster inclusivity and improved experiences for
travelers with disabilities in the hospitality and travel sectors.
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References
Moura, A., Eusébio, C., & Devile, E. (2023). The 'why' and 'what for' of participation in tourism
activities: Travel motivations of people with disabilities. Current Issues in Tourism, 26(6),
941-957. https://doi.org/10.1080/13683500.2022.2044292
Pegg, S., Karl, M., & Harpur, P. (2021). Negotiating work-based travel for people with
disabilities. Current Issues in Tourism, 24(14), 1945-1951.
https://doi.org/10.1080/13683500.2020.1801605
Cole, S., Zhang, Y., Wang, W., & Hu, C. (2019). The influence of accessibility and motivation on
leisure travel participation of people with disabilities. Journal of Travel & Tourism
Marketing, 36(1), 119-130. https://doi.org/10.1080/10548408.2018.1496218
Odame, P. K., Amoako‐Sakyi, R. O., Abane, A., & Zuidgeest, M. (2023). Exploring
stakeholders' response to travel needs of commuters with disability in the accra
metropolitan assembly. Geo : Geography and Environment,
10(2)https://doi.org/10.1002/geo2.129
Wagner, M., Shirgaokar, M., & Marshall, W. (2023). Understanding everyday travel experiences
and transportation infrastructure challenges of people with disabilities in denver, CO.
Transportation Research Record,https://doi.org/10.1177/03611981231174400
King James Bible.(2023). King James Bible Online.https://www.kingjamesbibleonline.org/
