Research project


Unit 4
Research Project

Table of Contents
Conclusion……………………………………………………………………………………………………………………………… 14

In the present paper we will discuss the various parts of a research project such as formulating research specification, implementing research project with agreed procedure, evaluating research outcome and presentation of outcomes will form the major part of the current paper.  In the first part i.e. as formulating research specification the student shall make the overall study of the research such what kind of data will be required and at what time it will be required. In the second part of the paper i.e. implementing research project with agreed procedure the student shall implement the research from the data collected at the first part of the paper. In the third part of the paper i.e. evaluating research outcome the result of the research will be evaluated. In the last part the i.e. presentation of outcomes will be made which may also be called the final result. The topic selected for the current discussion would be assessment of customer satisfaction towards tourism destination in London.

Task-1 (1000 words)
P1 Students need to show Understanding on how to formulate a research specification
P1.1- Students show that they make and record possible project outline specifications for research work
The main aim and objective of the current project is to learn and understand the overall customer satisfaction index towards destinations in London for tourists coming in city. The present research topic has been selected in order to enhance customer satisfaction for tourists towards tourism destination in London by getting a clear understanding for the parameters affecting satisfaction among tourists (Herrman, 2009). There are various parameters governing the factors affecting the customer satisfaction. Data collection for the current paper would be made through primary research method where the help of questionnaire will be taken and focussed group discussion method tourist’s satisfaction index and parameter affecting satisfaction would be recorded. Estimation and management of various resources such as human resource, financial resource be kept in mind while planning for data collection for current research work. The literature review will be done by using the mode such as journals, research paper and other academic data belonging to area of assessment for customer satisfaction towards a tourism destination. Questionnaire shall be used to consider the response of population at large whereas focused group discussion may provide deep knowledge of the present research area. The using of multiple academic resources for doing literature review would provide complete information leaving far behind any chances of biasness in the data collected. The crux area of the present research would be the overall satisfaction towards tourism destination and factors affecting satisfaction. The major limitation would be in the collection of data for the work of primary research as it would be very difficult to locate international tourists.
P1.2- Students identify the factors that contribute to the process of research project selection
The important factor that would be affecting the project selection in the present matter of tourism would include below:
§  Huge expenditure is made by tourism stakeholders in marketing communication and by knowing the factors affecting tourism satisfaction these expenditure and be changed accordingly.
§  By knowing tourist satisfaction parameter it would be easy to develop on parameters to enhance overall consumer satisfaction (Silverman, 2011)
§  In view of the consumer protection acts wherein refund of money policy has been implemented for the places from which the tourists are not satisfied and assessment of the level of tourist satisfaction would help in simplifying these regulations.
P1.3- Undertake a critical review of key references
The major key references in the present research project would be the source of the collection of data which are primary data collection methods and secondary data collection methods. Primary data collection technique would be done with the use of questionnaire and focussed group discussion method while the secondary research would be conducted through literature reviewed. Questionnaire paper would be developed and filled by 40 respondents having experience on tour of London destination and would include both domestic and international tourists. If possible before filing the Questionnaire, ensure weather the tourist is international. International tourist would provide much better data for current research work. This will also prevent the biasness in the data collected. The respondents for the questionnaire will be selected by the method of random sampling method and the questionnaire would be mailed to them. Five groups of tourists consisting 20 each will be made for focussed group discussion. For the purpose of secondary research, literature review from the various sources such as Journals, research papers research papers and existing research in area of customer satisfaction assessment for tourism in London (Baskerville, 1991) would be required.

P1.4- Produce a research project specification
The current research would include collection of data and monitoring of data collection sources would be done through validity of checks so as to ensure the viability of data collected and to ensure the appropriateness of the research. The source of data will play the major role in it. False source shall create false research and will result in false result. Further a team of 10 people shall be involved in the present research and each person shall be assigned roles & responsibilities and these roles and responsibilities shall be decided in terms of collecting data, developing questions for focused group discussion, conducting focus group and analyzing the data. The person conducted the focussed group discussion must be fully equipped and well versed with all the amenities. The team should be very clear with the concept of the research work. The data collected by this team shall be compiled for research work. The tourist satisfaction would be divided into suitable parameters for their assessments and all of these parameters will be analyzed individually to make index for tourist satisfaction towards destination in London (Howell, 2013). 
P1.5 Provide an appropriate plan and procedures for the agreed research specification
Total time plan for the present research specification has been planned to be for 4.5 months which has been explained as under:
Sr. No
Activity name
Time duration
Carrying out research planning
11 days
Developing research questions and hypothesis
11 days
Developing data collection plan
22 days
Carrying out literature review
22 days
Building questionnaire for survey and FGD
12 days
Collection of Data
12 days
Analysis of Data
22 days
Making final report
23 days

Task-2 (1000 words)
P2. Students will be able to implement the research project within agreed procedures and to specification
P2.1- Students need to match resources efficiently to the research question or hypothesis
Research question and hypothesis would be matched with the Resources for data collection for carrying out the present research. The data collected from Questionnaire and focused group discussion would be tested in the framed hypothesis. Results from questionnaire would be analyzed to test the hypothesis pertaining to customer satisfaction on tourism destination. With the help of literature review we will develop general framework to attain research question and developing means for enhancing customer satisfaction on tourism destinations by using earlier research done and available journals on the present topic of research (Creswell, 2003).  
The research question for the present case has been listed below:
1.      What is the overall level of tourist satisfaction index for tourism destinations in London?
2.      What are the major factors that affect the tourist’s satisfaction towards a particular destination?
3.      Finding out the major ways through which tourist’s satisfaction can be enhanced for tourism destinations in London?

Research hypothesis belonging to above research questions would be given as under:
H0: Price plays the major role on consumer satisfaction for tourism destination in London.
H1: Supporting industries which provide the hospitality services for tourism such as hotel, food and transportation forms an important part of the consumer satisfaction,
H2: Adoption of discounting policy can enhance consumer satisfaction.
The above mentioned thee research hypothesis would be tested with by using primary research method wherein particular context to tourism destination in London assessment for satisfaction of consumer will be done. Whereas the secondary sources of data collection would also be required to conduct the hypothesis testing in general context where it would be established that pricing plays an important role on the consumer satisfaction index (Thomas, 2007).

P2.2- To undertake the proposed research investigation in accordance with the agreed specification and procedures

Research Investigation for the present research would be done according to the agreed specifications of research method wherein the use of primary and secondary research methods would be done in order to collect qualitative data pertaining to present research. The data collected would be quantitative and qualitative in nature. The secondary data source would research in to the area of factors affecting the customer’s satisfaction towards a particular destination. The major factors affecting the customer satisfaction towards a particular destination are the availability of supportive industries such as hotels, food, transportation, designing of tour according to consumer profile & interest, overall appeal of a tourism destination, human resource element, price factor and value proposition for the particular tourism destination (Berg, 2009). Supportive industries play a major role in customer satisfaction. If the supportive industry does not provide the proper service to the consumer his overall experience will not be good. The tour programme should be designed as per the need of consumer and profile may differ from consumer to consumer as consumers would be having a particular interest area for tourism such as education, research, leisure or recreation and accordingly destination should be chosen. For example tourists interested in education and research should visit Science and V&A museum in London. The overall results are formed by comparing the tourist expectation and actual experience from the tourist destinations. The quality of human resources available with the supportive industry also plays an important role in forming a good consumer experience at the tourism destination. Pricing plays major role in determining the consumer satisfaction. Discounting policy may work in non festive season. Pricing should also be done according to customer expectation (Creswell, 1998). Group discounting policy for group of school colleges etc would be analyzed in the current research work. The service offered by the tour operator should provide the value for money. The goods and services offered by the operator shall match with the money charged. If the services provide the value for money than it will add to the experience of the tourist. Primary research would evaluate these factors and consumer satisfaction factor towards the tourism destination in London. In addition to this critical consumer suggestions would be taken in order to develop methods for enhancing consumer experience towards these destinations. All these Primary research would evaluate these factors and consumer satisfaction factor towards the tourism destination in London. In addition to this consumer feedback should be taken to develop methods for enhancing consumer experience towards these destinations. Consumer feedback also increases a reputation among the consumers.
P2.3 – To record and collate relevant data where appropriate
The collection of data will be done as per the methods and techniques described in the research. While collecting the data the reliability and viability of data shall be ensured. The data collected should be highly reliable and viable and from the authenticated source. Control variable would be the customer satisfaction index which would be collected basis several parameters affecting the customer satisfaction.  Data should be made available from various sources. This would ensure that data is not biased. Collection of data from different sources and methods would avoid any possibility for biasness in research results (Katsicas, 2009). With the use of content analysis method data analysis would be done from the collected data by which the data from primary research and secondary research would be analyzed to derive key results.

 TASK 3 (800 words)
P3. The students need to be able to evaluate the research outcomes
P3.1 Students need to use appropriate research evaluation techniques, research methodologies in place and need to be justified, examples and samples need to be attached in the course project.
The technique adopted in the present research work would include the process of planning, aim & objectives and validity & reliability aspect. The work of research planning aspect would be considered in terms of time plan, budget plan and human resource plan developed for the current research project and in case the current research project has completed in accordance with the initial research plan developed then it would be considered as successful research. The objective and aim of research would be defined according to the research question and the present research has been made in accordance with these research question (Franklin, 2012).
Reliability and validity test of data would be done through reliability and validity test. If the data collected in reliable and valid then the method used for research would be considered appropriate. Now the benefits derived from the current research should be analyzed with the resources consumed.  It will be ensured that benefits derived shall exceed the resources utilized. Outline the difficulties and impractical issues faced in the present research and try to find out the solutions to such difficulties.

P3.2- Students need to interpret and analyze the results in terms of the original research specification
In Analysis of data, the data is inspected, cleaned, transformed, and modelled data with the aim of discovering useful information, suggesting conclusions, and supporting the final decision-making. Make Interpretation from the data gathered through questionnaire and focussed group discussion with the help of statistical analysis tools and content analysis method. Data collected from questionnaire would be numerical which would be analyzed by using statistical method to interpret ate the result and outcomes.  Whereas the data collected from focused group discussion method would be analyzed with the help of content analysis method against the research questions and hypothesis developed for the present research (Irny and Rose, 2005).
This method explores each research question and hypothesis developed in the research and content analysis method would give advantage for analysis of data. Whereas the literature view conducted contains both the numerical as well as non numerical data and the same shall be analyzed by using both statistical analysis and content analysis method.  The statistical method would be used in order to understand the consumer satisfaction parameter and the response of consumers towards them through existing research. In order to examine the suggestions made by the tourist of their visit to London content analysis method may be used.
Analysis should be done keeping in mind the original research specifications for the current research project so as the research questions outlined in the present research are attained. Research questions and hypothesis will be discussed during the focus group discussion and filling up to form of questionnaire so as to get relevant results pertaining to the research question developed for present research (Guba and Lincoln, 1989).  Specificity for the current research can be ensured as the data collected be similar to the research questions and hypothesis to be tested for research.
P3.3- Students need to make recommendations in their research and link to research findings and justify areas for further consideration
The methodology used in the current research was very much relevant but for studies research mix of two searches methods may be adopted, wherein along with exploratory research descriptive research methods should be used. This would increase the possibility that research done is very much reliable. It is also recommended that the collection of data for secondary research should also use the various other methods such as case study to ensure the overall data collected is collected from secondary sources. The past case studies based on the tourism industry, hotel industry, transport industry would also be used.
In the present research the size of sample taken for the collection of data is very small which can be avoided by taking a bigger sample size which fulfil the requirement of the current research (Howell, 2013). Before taking bigger size as sample the availability of the resource should be ensured. Once you go with the bigger sample size ensure that the data has not lost its reliability. More emphasis in the research should be laid on the development of the methods of customer satisfaction. Customer satisfaction should be the main motto of the research. The satisfied customer is a free and roaming advertisement for the tourism. A deep study relating to method for enhancement of customer satisfaction should be done so that techniques for enhancing customer satisfaction in relation to tourism destination in London can be made.

TASK 4 (800 words)
P4.1 Students are required to be able to present the research outcomes
P4.2 Students need to present findings and present the research project having in consideration the organisation, structure, design, introduction, abstracts, conclusions, bibliography and appendixes need to be clear and project well presented. The outcomes of the research need to be presented as if for an academic or managerial audience.
The outcomes for the present research would be presented according to the format of research project wherein based on the research questions for the present research all chapters would be formed and presentation would be made. The chapter wise plan for the current research would include below:
Chapter-1: Research plan and background: In this chapter a brief introduction of the project will be included wherein the objectives and aim of research shall be decided. It is the first part of the research. Each and every person forming part of the research team would be very clear with the objective and aim of the research. The resources which will be required such as man power etc will be planned in this chapter (James et al, 2011). Without planning of proper resources the research work shall not go efficiently. Planning for the following resource can be made:
1.      Financial Resources
2.      Time Resource
3.      Human Resource
After planning of the resource, management and recruitment of such resource shall be critical task.
Chapter-2 Literature review: In this chapter the review of literature will be made in order to explore the factors affecting the customer satisfaction towards the tourism destination in London. The satisfaction of the consumer mainly depends upon the availability of the facility of the Supporting industries such as Hotels, Transport etc. The review of literature would also be an important resource so as to analyze the factors affecting the consumer satisfaction in relation to present research.

Chapter-3 Research methodology: This chapter would deal about the methodology to be used in present research wherein exploratory research design would be deployed in order to collect the data for current research. The data would be about qualitative. The data would be collected through primary and secondary research methods. This chapter would develop the question for research to be explored in the current research along the research hypothesis be tested. The data collected should be reliable and viable. It is the important part of this chapter. The collected data will be tested for its reliability and validity for the present research. At last this chapter i.e. research methodology would include different kind of tools and technique that will be used for collection of data and determining the size of sample to the present research.

Chapter-4 Primary data collection: Primary data will be collected as per the requirements of current research.  Data would be collected with the help of questionnaire and focused group discussion method.  The source of data collection (location and persons both shall be different) shall be different so as to ensure the data is not biased. If the data collected out in this chapter for the current research work comes out to be biased than the results and the outcome would not present a true picture. While collecting the data the reliability and validity of data would be kept in mind. The literature review from the various sources such as journals, magazines and other matter used for secondary research should also be reliable. This existing material forms a great part for providing data on customer satisfaction for tourism in London. Results and outcome would only be trustable when it can be ensured that the data collected for the current research has been collected from reliable and viable source.
Chapter-5 Data analysis:  In this chapter the analysis of the data will be made for the present research work. Analysis of data plays other critical role after the collection of data. The analysis of the data will be made with the help of content analysis method and statistical analysis tools. To ensure the quality of data analysis complete knowledge of content analysis method and statistical analysis tools is required. Data would be analyzed to accomplish the theme of the research. The theme of the research lies in research questions framed. Thus data would be analyzed to fulfil the aim to present research plan (Patton, 2002).
Chapter-6 Conclusion and recommendations:  Conclusion for the present research would be included in this chapter.  Recommendations and suggestion for improvement for future research would be also covered under this chapter.
We studied about the assessment of customer satisfaction towards the tourism destination in London. We studied that how to collect data, what to collect in data, from where the data would be collected (source of data), the resource to be required in collecting data. Further we studied analytical and statistical tools for collection and analysing of data. Further we studied the evaluation and presentation of results.
Understanding tourist satisfaction is of utmost importance for the tourism industry. Satisfied tourists tend to communicate their positive experience to other people willing to travel (word of mouth) and they tend to buy the product repeatedly (travel again). These consequences of experienced satisfaction are also create relationship to the business economy, as a way of reducing marketing costs for hotels, tour operators etc. Broader participation in tourism planning by private sector stakeholders through use of advisory panels and annual workshops forms part of suggestions. Further we come to know that some factors play major role customer satisfaction such as role of supporting industry and the scheme of discounts available. Building long-lasting relationships with the customers have to be the most important target for the hotels, tour operators, etc.
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