Qualitative vs. quantitative research techniques in tourism

Type :

Case study

Pages :

10 pages

Format :

.doc

Published date :

01/13/2009

Category :

Arts & media

Sub category :

Journalism

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Summary :

Introduction.
Quantitative methods.
1. Domination of quantitative methods in tourism.
2. Factors to be considered.
3. The kind of marketing research required.
4. Importance of differentiating primary data and secondary data.
5. Quantification of the data.
Quantitative techniques.
1. Hypothesis testing.
2. Correlation and regression analysis.
3. The discriminant analysis.
4. Factor analysis and cluster analysis.
Explanation of a quantitative research.
Drawbacks of quantitative methods.
Qualitative techniques.
1. Focus on the typology of motivations in tourism.
2. Direct methods.
Usefulness of Indirect qualitative methods.
Examples of qualitative research.
Evaluation of qualitative methods and the impact.
Conclusion.
Bibliography.

Abstract

research in the field of tourism has not been very important until the early nineteen seventies; it has begun to spread only since that time. Marketing research is a broad concept including various techniques, but a main distinction should be done between quantitative and qualitative research methods. quantitative techniques describe variables by assigning a number - representing an attitude, opinion or motivation- which can be statistically analyzed. In contrast, qualitative research focuses on attitudes, opinions and motivations in the words of each respondent, but without quantifying it. quantitative methods have always dominated in tourism, as it often appears as more reliable, since it is based on facts that can be observed, and then analysed. However, qualitative techniques have become to be more and more used for the last decade. Each technique has obviously specific advantages and drawbacks; that is why it is necessary to examine both in different contexts, especially in tourism research. As Alf H. Walle reported in his report called "quantitative versus qualitative research in tourism", "plurality of equally valid research strategies exist within tourism. Choice must be thus determined according to the situation in which the research takes place."