Unit-1 Mukul Saxena Introduction Research is a process to discover new knowledge to find answers to a question. The word research has two parts re (again) and search (find) which denote that we are taking up an activity to look into an aspect once again or we want to look for some new information about something. E.g Front Office Executive has to learn about the facilities, timings, key features of products and services available at the hotel if one wants to become a wonderful sales professional other than being a host. "All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry, and inquiry leads to invention" is a famous Hudson Maxim in context of which the significance of research can well be understood. Clifford Woody states that research comprises defining and redefining problems, formulation of hypothesis; collection, organizing and evaluation of data; and reaching conclusions. Here it is emphasized that all research has to be systematic and logical to arrive at expected outcome. D. Slesinger and M. Stephenson in the Encyclopedia of Social Sciences Research define research as "The manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art." The authors have a different view of research as they suggest that it can be taken up by modifying, challenging and changing; available knowledge either to prove a process being appropriate or to develop it in entirety E.g. A standard recipe to prepare a particular dish may be modified by an enterprising chef to introduce the dish in new taste, flavor or aroma by using a different method of cooking, or by twisting the combination of spices used in the original recipe. At the same time the chef may create entirely new dish with the use of same ingredients. As per another school of thought research has to undertaken under defined parameters and it should satisfy the following conditions if you want to term the process as research activity. This ascertains adherence to three criteria that research: > Is undertaken by making a framework within certain philosophies; Philosophy here means approach e.g. qualitative, quantitative and the academic discipline in which you have been trained. Assessing and finalizing the team size of a preopening hotel is quantitative but developing the pre-requisites, job specification and job descriptions to hire trained professionals may be termed as qualitative. Also, simply specifying number of participants and time constraints in a cross country race is quantitative but defining winning criteria like fairness, completion of race, assisting a fellow participant in trouble, following the rules and regulations, not taking assistance on the way are qualitative aspects. > Makes use of procedures, methods and techniques that have been tested for their validity and reliability;Validity means that correct procedures have been applied to find answers to a question. If a large plot of land has to be measured the results should be same whether we use a meter scale or a measuring tape once we put the values obtained; in the formula being used to calculate the area. Reliability refers to the quality of a measurement procedure that provides repeatability and accuracy. This is understood by the example of preparing the bill of purchase using a software which has inbuilt details of taxes and charges levied, the formulas to be used and a format in which it would be printed. This ensures that all the bills shall have values calculated as per standard set. Has been planned to be unbiased and objective Unbiased and objective means that you have taken each step in an unbiased manner and drawn each conclusion to the best of your ability and without introducing your own vested interest. (Bias is a deliberate attempt to either conceal or highlight something). The researcher does not change / attempt to change the procedure as per his/ her understanding of facts and information. DEFINITIONS OF RESEARCH Research has been interpreted and defined by various scholars as per their fields of study and availability of resources at the given time. You will find out that the basic meaning and the context of these definitions are same. The difference between these definitions lies only in the way the author has undertaken research in his discipline. According to (Thyer, 2001), "the word research is composed of two syllables, re and search. re is a prefix meaning again, anew or over again search is a verb meaning to examine closely and carefully, to test and try, or to probe. Together they form a noun describing a careful, systematic, patient study and investigation in some field of knowledge, undertaken to establish facts or principles." Research may have certain other qualities such as: a) It is a prearranged / structured enquiry (a formal step by step method or sequence to take up research activity is developed to ensure correctness of data and validity of processes). Scientific methods consist of systematic observation, classification and interpretation of data. The degree of formality, rigorousness, verifiability and general validity of scientific methods establish the results obtained. b) It utilizes acceptable scientific methodology to solve problems (the method used should be able to give repetitive results under similar conditions) ©) It should create new knowledge that is generally applicable. (The outcomes should be such that they are not specific to particular issue or a situation but need to be generalized for application to comparable issues). 4d) It is creative process to develop better understanding of mankind, social and cultural and economical issues¢) It should be useful to others who wish to apply the findings in developing new policies or applications of findings of a research in the benefit of public. How to ensure a good quality Research? 1. Purpose should be clearly defined. 2. Common coneepts should be used that can be understood by all 3. Research procedures should be explained in detail. 4, Research design should be carefully planned. 5. Researcher should declare all the possible errors and their possible impact on findings. 6. Analysis of data should be sufficiently adequate to reveal significance. 7. The methods of analysis should be appropriate. 8. The validity and reliability of the data should be checked carefully. 9. The researcher should good command over research methodologies and should be intelligent and experienced. 10.Ethics in research refers to a code of conduct of behavior while conducting research. Ethical conduct applies to the organization and the members that sponsor the research, the researchers who undertake the research, and the respondents who provide them with the necessary data. CHARACTERISTICS OF RESEARCH Characteristics of research determine whether a research is free of biases, prejudices, and subjective errors or not. The terms are very commonly used in research and the success of any research depends on these terms. They can be summarised as: 1. Generalized, . Controlled. . Rigorous. Empirical. . Systematic Reliability. . Validity. . Employs hypothesis |. Analytical & Accuracy. 10. Credibility. 11. critica eeNannwn 1. Generalised: The researcher usually divides the identified population into smaller samples depending on the resource availability at the time of research being conducted. This sample is understood to be the appropriate representative of the identified population therefore the findings should also be applicable to and representative of the entire population. The analytical information obtained from studying these samples should be give a fair idea of total population of being follower of particular ideology. beliefs, social stigmas, driving force, etc. E.g. A study to understand the occupancy statistics and patterns of small hotels and resorts in a given city would involve theresearcher studying selected properties after the city is divided into zones (East, West, North, South and Central). He may also divide the properties on the basis of number of rooms for categorisation and selection for study purposes thus ensuring that the findings are representative of entire city. 2. Controlled: The concept of control implies that, in exploring causality in relation to two variables (factors), you set up your study in a way that minimizes the effects of other factors affecting the relationship. Some variables are classified as controlling factors and the other variables may be classified as possible effects of controlling factors. Laboratory experiments as in pure sciences like chemistry can be controlled but any study that involves societal issues cannot be controlled. E.g. Destination studies are not controllable as they have variables like geography, climate, accessibility, seasonality, etc but studying the effects of standard operating procedures in a hotel applied in a particular service can be controlled. 3. Rigorous: One must be careful in ensuring that the procedures followed to find answers to questions are relevant, appropriate and justified. Again, the degree of rigor varies markedly between the physical and social sciences and within the social sciences. 4. Empirical: The processes adopted should be tested for the accuracy and each step should be coherent in progression. This means that any conclusions drawn are based upon firm data gathered from information collected from real life experiences or observations. Empirical nature of research means that the research has been conducted following rigorous scientific methods and procedures. Quantitative research is easier to prove scientifically than qualitative research. In qualitative research biases and prejudice are easy to occur, 5, Systematie: The procedure or process being developed to undertake a study should be carefully drafted to ensure that resources utilization is optimized, Chaotic or disorganized procedures would never yield expected outcomes. The steps should follow a logical sequence to get to the desired outcome. E.g The meal in a fine dine restaurant ata five star hotel cannot commence with dessert being served before the starter or soup course. 6. Reliability: This is a the degree to which the result of a measurement, calculation, or specification can be depended on to be accurate.|t is difficult to be measured accurately, but now there are instruments which can estimate the reliability of a research. It is the extent to which an experiment, test, measuring procedure, research, research instrument, tool or procedure yields the same results on repeated trials. If any research yields similar results each time it is undertaken with similar population and with similar procedures, it is called to be a reliable research. 7. Validity & Verifiability: It is the extent to which a concept, conclusion or measurement is well-founded and likely corresponds accurately to the real world. The word "valid" is derived from the Latin validus, meaning strong. This should not be confused with notions of certainty nor necessity. The validity of a measurement tool(for example, a test in education) is considered to be the degree to which the tool measures what it claims to measure. Validity is based on the strength of a collection of different types of evidence. In terms of research validity is the strength with which we can make research conclusions, assumptions or propositions true or false. Validation refers to accuracy of measurement whether or not it measures what it is supposed to measure. It also ascertains the application of research in finding the solution to an issue in different conditions. This gives a clear direction to the research activity. The findings of a study should be verifiable by the researcher as well as anyone else who wants to conduct the study on similar guidelines/ under similar conditions. 8. Employs Hypothesis: Any research definitely begins with formulation of a hypothesis. It is a supposition or proposed explanation made on the basis of limited evidence as a starting point for further investigation. A hypothesis can be defined as an educated guess about the relationship between two or more variables. In simple words a hypothesis is an idea around which one starts working before it is actually converted to research. A question is what forms the base and is later termed as hypothesis and it may or may not draw a logical outcome. Hypothesis may prove to be wrong or null or void after the study is conducted. A hypothesis is an informed and 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 acts 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. 9. Analytical & Accurate : A research should be focussed not only about what is happening but also on how and why a particular phenomenon, process draws certain conclusions. Any data collected if does not yield results or is unsuitable to be used for further studies or applications disrupts the purpose of research. Therefore, data collected should be reasonable and free of errors to be easily analysed. Accuracy is also the degree to which each research process, instrument, and tool is related to each other. Accuracy also measures whether research tools have been selected in best possible manner and research procedures suits the research problem or not. Selection of appropriate data collection tools is essential for a research. E.g. Guest Comments Card in hotels or Feedback Collection Card in a dining outlet gives the guest a chance to be honest in commenting about the standard of services in comparison to asking them to give a verbal feedback. 10. Credibility: The extent to which an analysis of finding can be treated to be trustworthy is tremed as credibility. This can only be assured by the use of the best source of information and best procedures in research. Researches based on secondary data are not reliable as such data may have been manipulated or distorted by earlierresearchers to suit their work. The availability of secondary data from public domains is easy but cokes with lots of risks involved. The research study conducted based on primary data is always reliable and carries more credibility. A certain percentage of secondary data can be used if the primary source is not available but basing a research completely on secondary data when primary data can be gathered is least credible. When researcher gives accurate references in the research the credibility of the research increases but fake references also decrease the credibility of the research. 11. Critical: Critical scrutiny of the procedures used and the methods employed is crucial to a research enquiry. The process of investigation must be fool proof and free from drawbacks. The process adopted and the procedures used must be able to withstand critical scrutiny.