Module Details

Module Code: TOUR7012
Title: Research Methods
Long Title: Research Methods
NFQ Level: Intermediate
Valid From: Semester 1 - 2023/24 ( September 2023 )
Duration: 1 Semester
Credits: 5
Field of Study: 8120 - Tourism
Module Delivered in: 4 programme(s)
Module Description: The module aims to develop students knowledge and competence of the research process and the application of research methods in the tourism and hospitality sector from an academic and industry perspective. It covers qualitative, quantitative and mixed methods research and considers the usefulness and application of each method. It focuses on research design, data collection and analysis, ethical principles and the presentation of findings.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain the research process and its uses in both academic and market research
LO2 Evaluate the range of qualitative and quantitative data collection strategies and analysis for academic and industry research.
LO3 Make informed decisions about which data collection and sampling methods are most appropriate for different purposes.
LO4 Write academically and critically analyse data and information.
LO5 Conduct a literature review and develop a research methodology.
LO6 Evaluate the ethical principles of good research.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Market Research Process
Purpose of research; writing strategies; research process; developing research questions and market research proposals; literature review; ethical considerations in research.
Research method and Research objective
Matching research method and objectives. Quantitative, qualitative and mixed methods techniques in tourism research. Referencing and bibliography.
Quantitative, Qualitative and Mixed Methods
Interview techniques; focus groups; content analysis; survey design and secondary survey data and sources of secondary data. Sample collection and survey research.
Data interpretation and Analysis
Describing, analysing and presenting quantitative and qualitative data. Validating the accuracy of findings.
Literature Review
Significance of the Literature in research, writing and critically analysing academic and industry research.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 60
Timing Week 10 Learning Outcomes 3,4,5,6
Assessment Description
Literature Review and methodology design.The student will research a topic of their choice and prepare a 2,000 word literature review to include a description of a methodology . The report should include justification for the topic, research question, research method, ethical considerations, data collection techniques as well as data analysis approach. The purpose of the assignment is to improve skills in reviewing literature and in choosing an appropriate methodology. Justification of choice must be stated and supported with at least 10 appropriate references.
Assessment Type Short Answer Questions % of Total Mark 40
Timing Week 13 Learning Outcomes 1,2,3,6
Assessment Description
In class exam - a mix of short and long questions such as definitions and explanatory examples in order to evaluate the students understanding of the module content and the application of this.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory based Every Week 3.00 3
Lab Contact Computer Based Research Techniques Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Practical application Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Independent & Directed Learning (Non-contact) Non Contact Study and Reading Every Week 3.00 3
Lecture Contact Theory Based Every Week 3.00 3
Lab Contact Computer Based Research Techniques Every Week 1.00 1
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 
Module Resources
Recommended Book Resources
  • Veal A.J.. (2011), Research Methods for Leisure and Tourism: A Practical Guide, 4. Pearson Ed. Ltd, Essex, England, [ISBN: 9780273717508].
  • Veal, A.J. (2018), Research Methods for Leisure and Tourism, 2. Pearson Ed. Ltd, Essex, London.
  • Brotherton, B.. (2015), Researching Hospitality and Tourism, 2. Sage Publications, London, England, [ISBN: 9781280299724].
  • Kumar, R.. (2014), Research Methodology: A Step By Step Guide for Beginners, 3. Sage Publications, London, [ISBN: 9780733971358].
  • Levent Altinay and Alexandros Paraskevas. (2007), Planning research in hospitality and tourism, Elsevier Textbooks, Oxford, [ISBN: 978-0-7506-8110-0].
  • John W. Creswell. (2003), Research design : qualitative, quantitative, and mixed method approaches, Sage Publications, Thousand Oaks, Calif., [ISBN: 0761924426].
  • Nykiel R. (2007), Handbook of Marketing Research Methodologies for Hospitality and Tourism, 1st. Routledge, Oxfordshire, UK, [ISBN: 9780789034267].
Supplementary Book Resources
  • McGivern, Y.. (2009), The Practice of Market Research, 3. Pearson Ed, Essex, England, [ISBN: 9780273717072].
  • Brotherton, B.. (2008), Researching Tourism and Hospitality: A Student Guide, Sage Publications, London, [ISBN: 9781446287545].
  • Norman K. Denzin and Yvonna S. Lincoln. (2003), Collecting and interpreting qualitative materials, Sage, Thousand Oaks, Calif, [ISBN: 0761926879].
  • Alan Bryman and James J. Teevan. (2005), Social research methods, Oxford University Press, Ontario, [ISBN: 0195419413].
  • Stanley Presser. (2004), Methods for testing and evaluating survey questionnaires, John Wiley & Sons, Inc, Hoboken, NJ, [ISBN: 0471458414].
  • William G. Zikmund. (2003), Exploring marketing research, Thomson/South-Western, Cincinnati, Ohio, [ISBN: 0324181485].
  • Robert K. Yin. (2003), Case study research : design and methods, Sage Publications, Thousand Oaks, Calif., [ISBN: 0761925538].
  • Stephen Gorard with Chris Taylor. (2004), Combining methods in educational and social research, Open University Press, Maidenhead, [ISBN: 9780335213078].
  • Alan Bryman. (2004), Social research methods., Oxford University Press, Oxford, [ISBN: 0199264465].
Recommended Article/Paper Resources
  • Tourism and Hospitality, Annals of Tourism Research.
  • Tourism and Hospitality, Tourism Management.
  • Tourism and Hospitality, International Journal of Hospitality Management.
  • Tourism and Hospitality, Cornell Quarterly.
  • Tourism and Hospitality, Contemporary Issues in Tourism and Hospitality.
  • Tourism and Hospitality. Journal of Sustainable Research.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_OHMGT_8 Bachelor of Business (Honours) in Hospitality Management 5 Mandatory
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 5 Mandatory
CR_OHOMA_7 Bachelor of Business in Hospitality Management 5 Mandatory
CR_FTOUR_7 Bachelor of Business in Tourism Management 5 Mandatory