MODULE WEEK NO.
1
INITAO College
University
Logo
Jampason, Initao, Misamis Oriental
College of Hospitality Management
HPC 10: Research in Hospitality 1
2nd Semester of A.Y. 2024-2025
Introduction
In this module, we will be discussing the introduction and overview of
research. Secondly, it will thoroughly discuss the definition of research,
terminology and importance of research in order for the students to have
ample background of research prior to their research writing.
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Rationale
This module aims to provide students wishing to embark upon an academic
and/or industry research career in tourism and hospitality experience of
designing and delivering an extended piece of work in a chosen area of interest
in the field of their study, related to their degree.
The module is designed to enable students to undertake a challenging and
detailed study of a particular area of interest normally using a range of
secondary data.
Intended Learning Outcomes
At the end of this module, students are expected to:
A. Explain how the research study conducted and used to develop new knowledge
B. Describe why it is important to follow a research plan
C. Can define research
Activity
1. Interactive and thorough discussions on the topic.
2. Exercises to enhance the learning of the students.
3. At home Activity that will practice the knowledge that the students acquired
through concept mapping.
Discussion
Terminologies:
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Crafted by: Prof. Loida A. Cabaraban, MM-HRM, ARF, CTP
MODULE WEEK NO.1
APA - is the style of documentation of sources used by the American
Psychological Association. This form of writing research papers is used mainly in
the social sciences, like psychology, anthropology, sociology, as well as education and
other fields.
Abstract - summarizes, usually in one paragraph of 300 words or less, the major
aspects of the entire paper in a prescribed sequence that includes: 1) the overall
purpose of the study and the research problem(s) you investigated; 2) the basic design
of the study; 3) major findings or trends found as a result of your analysis; and, 4) a
brief summary of your interpretations and conclusions.
Research - the systematic investigation into and study of materials and sources in
order to establish facts and reach new conclusions.
Research References - is the last page of a research paper that's been written in
APA style. It lists all the sources you've used in your research so readers can easily find
what you've cited.
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Research Citation - is a formal reference to a published or unpublished source
that you consulted and obtained information from while writing your research paper.
Review of related literature (RRL) - is a detailed review of existing literature
related to the topic of a thesis or dissertation. In an RRL, you talk about knowledge and
findings from existing literature relevant to your topic. It gives readers an
understanding of the scholarly research on your topic.
Qualitative research - is defined as a market research method that focuses on
obtaining data through open-ended and conversational communication . This
method is not only about “what” people think but also “why” they think so.
- relies on data obtained by the researcher from first-
hand observation, interviews, questionnaires, focus groups, participant-
observation, recordings made in natural settings, documents, and artifacts.
The data are generally non-numerical.
Quantitative research - is defined as a systematic investigation of
phenomena by gathering quantifiable data and performing statistical,
mathematical, or computational techniques.
- collects information from existing and potential
customers using sampling methods and sending out online surveys, online
polls, questionnaires, etc.,
Research design - refers to the overall strategy utilized to carry out
research that defines a succinct and logical plan to tackle established
research question through the collection, interpretation, analysis, and
discussion of data.
Questionnaire - is a research instrument that consists of a set of questions to
collect information from a respondent.
Survey - is a research method used for collecting data from a pre-defined group
of respondents to gain information and insights on various topics of interest.
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Crafted by: Prof. Loida A. Cabaraban, MM-HRM, ARF, CTP
MODULE WEEK NO.1
Research methodology - is the path through which researchers need to conduct
their research. It shows the path through which these researchers formulate their
problem and objective and present their result from the data obtained during the study
period.
Research Instruments - is a tool used to obtain, measure, and analyze
data from subjects around the research topic. You need to decide the instrument
to use based on the type of study you are conducting: quantitative, qualitative, or
mixed-method.
Scope and limitations - are two terms that address the details of a research
project. The term scope refers to the problem or issue that the researcher wants to
study with the project. Limitations is the term used for constraints that impact the
researcher's ability to effectively study the scope of the project.
Data collection - is the process of gathering and measuring information on
variables of interest, in an established systematic fashion that enables one to answer
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stated research questions, test hypotheses, and evaluate outcomes.
Research Sampling - is a process used in statistical analysis in which a
predetermined number of observations are taken from a larger population.
Statistical data analysis - is a procedure of performing various statistical
operations.
Data are individual pieces of factual information recorded and used for the purpose of
analysis. It is the raw information from which statistics are created. Statistics are the
results of data analysis - its interpretation and presentation. Often these types of
statistics are referred to as 'statistical data'.
Scientific Method - is defined as a method of research in which a problem is
identified, relevant data is gathered, a hypothesis is formulated from this data, and the
hypothesis is empirically tested.
Introduction: What is Research?
Research is a method of acquiring knowledge based on the scientific method of
inquiry to enrich the system of objective knowledge in the fields of natural and social
sciences.
The authors cited below defined research from different points of view.
Polit & Beck (2001) stated that research is a systematic inquiry that uses
disciplined methods to answer questions or solve problems. The goals of
research are to develop, refine, and expand a body of knowledge
Palispis (2001) cited that research is carried out for a specific purpose to answer
specific questions to solve a particular problem or issue. It seeks new knowledge
and provides useful information in the form of verifiable data. It contributes to
the attainment of the development goals of a nation. Research is not only
conducted because it is a prerequisite to obtaining a degree, but more so
because it can potentially mobilize society
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Crafted by: Prof. Loida A. Cabaraban, MM-HRM, ARF, CTP
MODULE WEEK NO.1
Burns & Grove (2007), said that research is to search or examine again and
again or carefully. Research is a diligent, systematic inquiry or investigation to
validate and refine existing knowledge and generate new knowledge.
Parel (1973) defined research as a systematic investigation or something in
order to answer the questions posed by the researcher.
Coleman & Briggs (2002) defined research as both a critical and self-critical
inquiry aimed at contributing towards the advancement of knowledge and
wisdom.
Sanchez (2002) defined research as a discovery and exploration of the unknown.
It involves an investigation of facts leading to the discovery of new ideas and
new methods. It proceeds from the known to the unknown. The end result is the
discovery of truth. To arrive at such, the researcher uses a method that suits his
chosen field.
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Research is an academic understanding across disciplines. It involves scholarly
process of search and research. It involves observation, investigation, and
experimentation on a subject for any of the following purpose to discover new
knowledge and paradigm to develop and improve standards and protocols, and to test
and apply theories or laws in professional practice (De Belen. 2015).
Research is a systematic research on any topic. Here are examples:
In Art - when it deals with skills that require dexterity and proficiency.
In Natural Science - when it pertains to an empirical inquiry of natural
phenomena including biological life.
In Social Science - when it involves a study of human behavior and societies. It is
“social” research because its primary interest is human being the context of his/her life
and environment.
Research is therefore a method of acquiring knowledge based on the scientific
method of inquiry, it is known as the scientific problem solving process or an empirical
inquiry. It is also an organized body of knowledge humans have acquired and
organized the process of research.
The purpose of research is to inform action. A study should seek to contextualize
its findings within the larger body of research. Research must always be high quality to
be able to produce knowledge applicable outside the study setting with implications
that go beyond the study participants. In addition, the results of the research should
have implications and policy implementation. One problem that hinders progress is the
slow translation of research into practice (The Importance of Research, n.d.).
Importance of Research
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Crafted by: Prof. Loida A. Cabaraban, MM-HRM, ARF, CTP
MODULE WEEK NO.1
Researchers must not simply set results and recommend actions. The importance
of research should be measured on the extent to which they are being actually carried
out (Katigbak, 2008).
Best & Kahn (1993) described research as “the systematic and objective analysis
and recording of controlled observations that may lead to the development of
generalizations, principles, or theories, resulting in prediction and possibly ultimate
control of events."
Research is conducted in many different settings. Conducting research in an
educational setting is important in every educator's professional life (Educational
Research, 2011). Education in a research is done to improve these practices. Education
should look at research as a way to develop new understanding about teaching,
learning and educational administration. This new knowledge will lead to the
improvement of educational practice (Gall and Barg, 2003).
Taflinger (1996-2011) cites two basic importance of research, to learn something
or to gather evidence. To learn something is for our benefit. It is almost impossible for
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a person to stop learning. Research is organized learning looking for specific things to
add to our store of knowledge.
Research is a process to discover new knowledge. Research is defined as: “A
systematic investigation (i.e., the gathering and analysis of information) designed to
develop or contribute to generalizable knowledge.” The National Academy of Sciences
states that the object of research is to “extend human knowledge of the physical,
biological, or social world beyond what is already known.” Research is different than
other forms of discovering knowledge (like reading a book) because it uses a
systematic process called the Scientific Method. Below is the illustration of Scientific
Method used in research:
The Scientific Method consists of observing the world around you and creating
a hypothesis about relationships in the world. A hypothesis is an informed and
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MODULE WEEK NO.1
educated prediction or explanation about something. Part of the research process
involves testing the hypothesis, and then examining the results of these tests as they
relate to both the hypothesis and the world around you. When a researcher forms a
hypothesis, this act like a map through the research study. It tells the researcher which
factors are important to study and how they might be related to each other or caused
by a manipulation that the researcher introduces (e.g. a program, treatment or change
in the environment). With this map, the researcher can interpret the information
he/she collects and can make sound conclusions about the results.
Research can be done with human beings, animals, plants, other organisms
and inorganic matter. When research is done with human beings and animals, it must
follow specific rules about the treatment of humans and animals that have been
created by the government. This ensures that humans and animals are treated with
dignity and respect, and that the research causes minimal harm.
No matter what topic is being studied, the value of the research
depends on how well it is designed and done. Therefore, one of the most
important considerations in doing good research is to follow the design or plan that is
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developed by an experienced researcher who is called the Principal Investigator
(PI). The PI is in charge of all aspects of the research and creates what is called a
protocol (the research plan) that all people doing the research must follow. By
doing so, the PI and the public can be sure that the results of the research are real and
useful to other scientists.
Exercise
Apply Your Knowledge (Review/Discussion Questions)
1. How is a hypothesis like a road map?
2. Who is ultimately responsible for the design and conduct of a research study?
3. How does following the research protocol contribute to informing public health
practices?
Assessment
Reflection
Now that you have completed your module for this week. Write a reflection about what
you have learned. Your reflections should include:
(1) your opinion about the lesson
(2) personal experience
(3) evidence to back up your thoughts and/or opinion (APA citation).
Things you can reflect on include the readings for this week, videos, and the
discussions. The purpose of this reflection is to ensure you are processing your
thoughts on the course content. This will enhance your learning and knowledge.
Resources and Additional Resources
Guidebook:
• Beuno, Cababaro et al Research Writing for Business and Hospitality
Management
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Crafted by: Prof. Loida A. Cabaraban, MM-HRM, ARF, CTP
MODULE WEEK NO.1
Students 2016
Textbook:
• Almeida, Adelaida et al Research Fundamentals From Concept to Output 2016
Additional Resources:
Internet sources and studies
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Crafted by: Prof. Loida A. Cabaraban, MM-HRM, ARF, CTP
