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Qualitative Methodologies: Qualitative Data Analysis

for Tourism, Hospitality and Events



















Qualitative Methodologies: Qualitative Data Analysis



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Date of Submission:

TLH224 Research Methods for Tourism, Hospitality and Events
University of Sunderland

Table of Contents

Introduction 4
1. Data Collection Techniques Error! Bookmark not defined.
2. Ethnography Error! Bookmark not defined.
3. Data for Qualitative Research Error! Bookmark not defined.
4. Data Analysis Process 6
5. Building Ideas and Developing Theory Error! Bookmark not defined.
6. Narratives, Plots and Characters: Stories We Weave Error! Bookmark not defined.
Conclusion Error! Bookmark not defined.

References Error! Bookmark not defined.













Tourism is the world's largest industry with revenues of over $500 billion
Introduction


Tourism is the world's largest industry with revenues of over $500 billion. This comprises
operation of hotels, motels, resorts, guesthouses, rest houses, picnic and recreation spots etc.
while industrialists, businessmen, professionals, working people and of course tourists are the
principal customers. In fact in many countries, hospitality industry is the principal source of
foreign exchange earnings.
The object of this assignment is to understand how to conduct qualitative research method in a
research. Qualitative methods are methods that do not involve measurement or statistics in
research methodology. Qualitative research is characterized by its aims, which relate to
understanding some aspect of social life, and its methods which (in general) generate words,
rather than numbers, as data for analysis (Patton and Cochran, 2002).Qualitative research
involves the studied use and collection of a variety of empirical materials - case study, personal
experience, introspective, life story, interview, observational, historical, interactional, and visual
texts - that describe routine and problematic moments and meanings in individuals' lives
(Christina, H, 2014).The another objective of the report is that what is happening after data
collection and before final writing.

Qualitative Data
Qualitative data are forms of information gathered in a nonnumeric form. Common examples of such
data are:
Interview
Field notes
Video
Audio recordings
Images
Documents (reports, e-mails, etc)

Such data usually involve people and their activities, signs, symbols and other objects they fill with
meaning. The most common forms of qualitative data are what people have said or done.

Data Collection:
The process of data collection is to collecting appropriate data about the research from particular
population. There are various way of data collections method such as interviews, questionnaires, group
interviews or conference and observation. Each of the individuals methods has its own and sole
features; some advantages and disadvantages. The advantage of questionnaire method is cost effectual,
simple association and straightforward analysis predominantly in a quantitative research


Ethnography
Ethnography is a social science research method. It relies heavily on up-close, personal experience and
possible participation, not just observation, by researchers trained in the art of ethnography. These
ethnographers often work in multidisciplinary teams. The ethnographic focal point may include
intensive language and culture learning, intensive study of a single field or domain, and a blend of
historical, observational, and interview methods. Typical ethnographic research employs three kinds of
data collection: interviews, observation, and documents. This in turn produces three kinds of data:
quotations, descriptions, and excerpts of documents, resulting in one product: narrative description.
This narrative often includes charts, diagrams and additional artifacts that help to tell "the story"
(Hammersley, 1990). Ethnographic methods can give shape to new constructs or paradigms, and new
variables, for further empirical testing in the field or through traditional, quantitative social science
methods.
Ethnography has it roots planted in the fields of anthropology and sociology. Present-day practitioners
conduct ethnographies in organizations and communities of all kinds. Ethnographers study schooling,
public health, rural and urban development, consumers and consumer goods, any human arena. While
particularly suited to exploratory research, ethnography draws on a wide range of both qualitative and
quantitative methodologies, moving from "learning" to "testing" (Agar, 1996) while research problems,
perspectives, and theories emerge and shift.
Ethnographic methods are a means of tapping local points of view, households and community "funds of
knowledge" (Moll & Greenberg, 1990), a means of identifying significant categories of human
experience up close and personal. Ethnography enhances and widens top down views and enriches the
inquiry process, taps both bottom-up insights and perspectives of powerful policy-makers "at the top,"
and generates new analytic insights by engaging in interactive, team exploration of often subtle arenas
of human difference and similarity. Through such findings ethnographers may inform others of their
findings with an attempt to derive, for example, policy decisions or instructional innovations from such
an analysis.



Qualitative data analysis
Qualitative data analysis is the range of processes and procedures whereby we move from the
qualitative data that have been collected into some form of explanation, understanding or
interpretation of the people and situations we are investigating. Qualitative data analysis is
usually based on an interpretative philosophy. The idea is to examine the meaningful and
symbolic content of qualitative data. For example, by analyzing interview data the researcher
may be attempting to identify any or all of:

Someone's interpretation of the world,
Why they have that point of view,
How they came to that view,
What they have been doing,
How they conveyed their view of their situation,
How they identify or classify themselves and others in what they say,

The process of qualitative data analysis usually involves two things, writing and the
identification of themes. Writing of some kind is found in almost all forms of Qualitative Data
Analysis. In contrast, some approaches, such as discourse analysis or conversation analysis may
not require the identification of themes. Nevertheless finding themes is part of the
overwhelming majority of qualitative data analysis carried out today.

4. Data Analysis Process
Data analysis process in qualitative research methods in executed by following several steps. The
effectiveness of the data analysis is important to ensure the findings of the study. The important
steps are explained following.

Step 1: Transcribing
Transliterate (foreign characters) or write or type out (shorthand, notes, or other abbreviated forms) into
ordinary characters or full sentences:

To transcribe means to make a type written copy or to transfer form one storing and recording system to
another. You can transcribe an interview or notes from a meeting.


Transcribing is the major step for data analysing and it can help to shift the collected data into
research format. Researcher gathers data from interview and participant observation and
transcribing helps o create complete interpretation for the data. The aim of transcribing is to put
the notes and tapes into a presentable formant in the research paper about tourism and
hospitality. The readable for making of the data is the major purpose of transcribing the data.
Analysing data through transcribing can be very much time consuming because it takes time to
ensure proper data transcribing (Veal, 2011). If the quality of the audio recording and image is
not god then it can create trouble for transcribing the data. Only relevant data needs to be
described in the transcribing step that is relevant to the aim and objectives of the research of
tourism and hospitality industry. The researcher needs to record his own actions and describe
into the research and methodology tasks. The researcher needs to be sincere about how to
produce the data that his collected from his won actions.
Style of Translation: there are some styles of translation of the data leaving plenty of room in the
margins so that the readable format of the data can be clear and transparent for the readers. Using
the dialogues of the respondents is necessary so that the findings of the findings of the study can
be effective (Blumberg et al, 2014). Clear identification of the every passage of the data
transcribing is also useful so that readers can find them easily. Numbering the line is also
important to ensure clear transcribing of the data and put the data in safe place so that it cannot
be lost.


Coding into themes
Looking for themes involves coding. This is the identification of passages of text (or
other meaningful phenomena, such as parts of images) and applying labels to them
that indicate they are examples of some thematic idea. At its simplest, this labelling
or coding process enables researchers quickly to retrieve and collect together all
the text and other data that they have associated with some thematic idea so that
they can be examined together and different cases can be compared in that
respect.


Coding
Coding is the process of combing the data for themes, ideas and categories and
then marking similar passages of text with a code label so that they can easily be
retrieved at a later stage for further comparison and analysis. Coding the data
makes it easier to search the data, to make comparisons and to identify any
patterns that require further investigation.
Codes can be based on:
Themes, Topics
Ideas, Concepts
Terms, Phrases
Keywords
found in the data. Usually it is passages of text that are coded but it can be sections
of an audio or video recording or parts of images. All passages and chunks that are
coded the same way that is given the same label have been judged (by the
researcher) to be about the same topic, theme, concept etc.
The codes are given meaningful names that gives an indication of the idea or
concept that underpins the theme or category. Any parts of the data that relate to a
code topic are coded with the appropriate label. This process of coding (associating
labels with the text, images etc) involves close reading of the text (or close
inspection of the video or images). If a theme is identified from the data that does
not quite fit the codes already existing then a new code is created.
As the researcher reads through their data set the number of codes they have will
evolve and grow as more topics or themes become apparent. The list of codes thus
will help to identify the issues contained in the data set.

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