Relationship Between Service Advertising Strategies and Consumers Dissertation

Relationship Between Service Advertising Strategies and Consumers Responses Within Hospitality Industry - Dissertation Example the primary research instrument and are administered in various modes, such as by regular mail, overnight delivery, fax, the Internet and drop-off/pick up. Meanwhile, interview-completed surveys are conducted personally in a shopping mall, home, office or other workplace of the consumer-respondent or coursed through the telephone. On the other hand, Hair et al. (2011) explained that observations may be conducted in three ways: (1) directly by a human observer; (2) electronically, as in the scanning of purchases in retail outlets or click-through behaviour of individuals when browsing the Internet; and (3) mechanically, through the telephone as when business calls are recorded for quality control monitoring or training purposes. Qualitative techniques. The qualitative techniques in commonly used in business researched are classified as interview-based or observation based. Both classifications used interview / interview guides. In-depth interviews, focus-groups, case studies and proje ct techniques are interview-based. In contrast, qualitative observations carried out either directly by a human observer or electronically. Traditional focus groups are the most frequently selected qualitative observation technique based on the 2008 trends in research industry (as cited in Hair, et al., 2011). Other common observation-based qualitative techniques based on research industry trends include personal and telephone-coursed in-depth interviews, chat or text-based online focus groups, video-based online focus-groups, interview / groups using online communities, monitoring blogs, and ethnography (Hair, et al., 2011; Bryman & Bell, 2007). Mixed methods techniques. Mixed methods research refers to one which â€Å"integrates quantitative and qualitative research within a single... This dissertation chapter discusses the methodology, that was designed to provide direction in the collection, processing and analysis of data in this study, which ventured to look at the consumer decision process in terms of the association between the advertising strategy applied and corresponding consumer reactions to the strategy utilized within the hospitality sector. Three groups of research techniques are available for this type of business-related inquiry, namely: quantitative, qualitative and mixed methods. A quantitative technique was deemed most appropriate for the purpose of the study. Survey methodology was adopted with the use of a researcher-constructed instrument consisting of twenty items developed from existing literature. The instrument was evaluated using face validity and internal consistency reliability, for which pre-testing and pilot testing were carried out. Simple random sampling was utilized in the calculation of minimum required sample size of 138. The sam pling unit adopted in this chapter of the dissertation was the household. Systematic sampling was used in the administration of the research instrument to one household for every 500 households in the Bournemouth area. To sum up, it can be stated that data collected were analysed using descriptive and inferential statistics. Inferential statistics were carried out using two-tailed or non-directional analysis and a 0.05 level of significance. A coding guide and an interpretation guide facilitated the analysis of data.