Research Methodology: An Introduction
Research Methodology: An Introduction is a short course to be offered in 8 weeks part-time mode of study. This course is designed to be independent and free standing. Students are equipped with the knowledge, techniques, and skills to undertake research within the chosen area of tourism related services. Students undertaking the course will gain a critical awareness of the strengths and limitations of the major research methodologies along with an understanding of issues and practices of research. On completion of this course students would be able to display an understanding of the role and range of research techniques available to the researcher and be able to challenge given assumptions and reflect on the research practices. Students will have an excellent opportunity to learn quantitative and qualitative methods, case studies, questionnaire design and surveys, interview techniques, and participant observation. The course tutor will lead the students through the content to be covered so that they are not overwhelmed and have the support they need to make progress. A variety of on-line activities would be used to engage students and help them to learn from each other. By the end of this course students would develop the following skills. Key Skills Development: Reasoning and problem solving – applying knowledge. Communication – written and oral work Interpretation of data Managing and developing self- roles and responsibilities Applying design and creativity – novel products/services The above skills are transferable. Studying and Time-management Students would be required to organise their own private study time, plan a timetable, and keep to it. Tutorial Support Tutor would be available to support students, e.g., students have queries concerning their work. A personal feedback tutorial would also be offered to provide constructive commentary and guidance as to how to improve their work. Quality of Course Tutor would conduct periodic reviews with students to identify gaps in knowledge and understanding of material. Learning Experience Students’ learning experiences are designed to offer them the opportunity and directions to complete their own work. Assignment Students present their own designed research technique online.   Certificate of Achievement Students would be eligible for a certificate of achievement upon successful completion of the course |
Rationale for the Research Methodology: An Introduction
We live in a world of ever-increasing change – instant communication, global web-connectivity, email, to mention just a few; these have increased the pace of our lives dramatically. We just have to work smarter now in research and enquiry methods, in order to keep up with this ongoing change. Reflecting upon my teaching and research experiences over a period of twenty years, this online course will encourage participants to think ‘out of the box’- i.e., research should be treated more like a craft than a slavish adherence to methodological rules. Bending the methodology to suit peculiarities of a study is based on a rational that data offers representations of what we as individuals researchers perceive of as our reality in an ever-changing world.Â
Week 1:Â Start
By the end of this session, you should be able to demonstrate a clear understanding of the underpinnings of contrasting research approaches and perspectives.
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Introductions to the research process relating to the nature and origins of knowledge and enquiry: Positivism vs Interpretivism.
Positivism is associated with quantitative methods of data collection.
Interpretivism based on the premise that reality is subjective and multiple and socially constructed.
Research approaches: Quantitative vs QualitativeÂ
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In this first week we will examine the major differences and similarities of these two research approaches to understanding human behaviour and experiences.
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Week 2:Â Primary Research Methods: Questionnaires and Interviews
We look in some depth at the planning, design, and administration of the most commonly used primary data collection methods, the questionnaire, and the interview. We consider their suitability in context, the type of data which they each yield, and the implications that this has to subsequent analysis.Â
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Week 3:Â Design Considerations: Alternative Methods
This week we look briefly at the design and appropriateness of a number of alternative primary data collection methods, including the use of focus groups, observational research, ethnographic research, and case study methods.Â
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Week 4:Â Data Analysis
Here we address the important topic of data analysis, an area central to the research process, in both quantitative and qualitative contexts.
The different aims, approaches and methods of data analysis are explored in each case.Â
This week we also explain the course work based on individual selection of a research method/technique e.g., questionnaire or interview or participant observation etc.
The Assignment Task:
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In your role as a consultant, you have been asked to design a research technique to carry out research on the marketing strategy for a tourism attraction with which you are familiar. The purpose of your research would be to make recommendations for its improvement. Your course work will be assessed using the following criteria.
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Coursework Assessment
Evidence of critical knowledge and understanding of your chosen research methodÂ
Presentation (proofread carefully using spell and grammar checks as necessary)
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Week 5
Following data analysis, careful thought needs to be given to the interpretation and evaluation of the data, and to the selection of the most appropriate presentation strategies and written style which will display it convincingly and convey the findings to best advantage. These important aspects are considered this week.Â
Week 6
This week takes you step-by-step through the process of examining the nature and purpose of secondary sources and also discuss the related processes of referencing and citation. Considerable importance is attached to using the literature, including the development of a clear conceptual framework for the study.
Week 7 and Week 8
Students present their work online to the tutor.
Prof Eugenia Wickens has extensive teaching and PhD supervisory experiences in UK and abroad. Furthermore, she has a wide expertise in designing and leading professional and vocational short courses in Sustainable Tourism Development and Management, and a wealth of experience of tutoring mature students at several colleges, Oxford, UK.
She has served as an external examiner for tourism and sustainability courses at several Higher Education Institutions in England, Ireland, and Europe. Over several years, she has been the quality assurance expert for the international Bachelor and Master Programmes in Tourism Management in Latvia. She is a widely published authority, and her substantial portfolio of research outputs comprises journal papers, book chapters and edited books. Her work adopts a critical perspective and reflects her research interests in tourism and sustainability.
She has played a leading role in the organisation of several international conferences and the OTS Webinar Series: After the Virus. She is currently Chair of OTS Academy, Oxford, UK, and the Editor-in-Chief of the international journal On Tourism and Sustainability ISSN:2515-6780
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