The research I performed as part of the assignment used a quantitative methodology with a survey as the primary data collection instrument. I think that using this methodology helped me to achieve reliable results and allowed me to present data in a coherent manner using charts. Therefore, I believe that I would be comfortable using this research method in the future. However, it might also be a good idea to use mixed-method research, because it combines the benefits of qualitative and quantitative approaches. On the one hand, a quantitative methodology allows observing significant trends, which is crucial for market research (Barnham, 2015).
On the other hand, a qualitative approach helps to understand the participants’ viewpoints and attitudes in-depth, thus contributing to the results (Choy, 2014). I believe that a mixed methodology would be particularly beneficial for future research in tourism since travelers’ experiences are critical in this industry. While quantitative research could be used to understand travelers’ demographics and general behaviors, qualitative approaches can be used to find out more about their likes and dislikes, service preferences, and opinions on various travel formats.
Discussions were an integral part of this course that helped to understand the key concepts and their application to practice. It was particularly useful that each discussion focused on a particular topic that was studied during the week. I believe that this feature assisted me in processing and memorizing the material. I also felt that sharing my comments and views on the topic with classmates was useful because such discussions provided intellectual stimulation.
For instance, in order to write a comment, I usually needed to perform more in-depth research on a particular topic, which enhanced my knowledge and comprehension. Having to participate in discussions also meant that I had to review and research topics independently, and I found that this process assisted me in understanding especially challenging issues. Apart from that, it was really interesting and fun for me to read other people’s contributions. I noticed that, despite reading the same material, people were often capable of forming their own opinion on a topic. Reading discussion posts thus allowed me to explore multiple viewpoints and obtain a multi-dimensional view of each concept or problem.
Finally, I can say that this course has contributed to my understanding of the data presented in research studies. First of all, I became more familiar with different research approaches, and it is now possible for me to understand the purpose of the study and how it influences its design. This aids me in understanding data because, depending on the research design, its outcomes have different levels of importance, generalization, and implications for practice.
Secondly, I learned to distinguish between various data collection and analysis tools that can be used in multiple types of research studies. This means that I am now capable of understanding the data presented in tables and figures without reading the researchers’ comments. This can help me to form an unbiased opinion on the findings, which is of critical importance in research.
Thirdly, because I learned about ethical research as part of the course, I can understand whether or not a particular study conforms to ethical principles. This is important because unethical studies are more likely to be biased, and thus their application to practice is questionable. Overall, I believe that the skills and knowledge I obtained from the course will be useful in my future academic career and professional practice.
References
Barnham, C. (2015). Quantitative and qualitative research: Perceptual foundations. International Journal of Market Research, 57(6), 837-854.
Choy, L. T. (2014). The strengths and weaknesses of research methodology: Comparison and complimentary between qualitative and quantitative approaches. IOSR Journal of Humanities and Social Science, 19(4), 99-104.