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Research Philosophy and Approach

Discuss about the Critical Discourse Analysis in Qualitative Research.

Research Methodology is science that helps in maintaining a clear strategy for the development of the hypothesis and analyzing various aspects of the study.  Research methodology consists of various parts including research philosophy, approach, methods, strategy, data collection, data analysis, time horizon, limitations and ethical consideration. The research methodology has helped in initiating a proper approach to the completion of the research on time.

As commented by Saunder and Tosey (2013), the reality might exist in order to provide independent of mind that helps in understanding the mind of the researcher. Hospitality has been a people oriented industry. It has been a study of social science and its behavior in the society. The service industry has been maintaining the social behavior of the people. The research philosophy has been maintaining different aspects of the research methodology. Therefore, this research has helped in providing multiple perspective in looking forward into relationship with the customer in the hotel.  The effect of the customer relationships on the business perspective in the market is discussed. The use of various research philosophies in the research might help in providing different approaches to the research. The research philosophy is a concept that helps in providing a keen approach to the study for understanding the strategic plans used by the hotel in the market.

A mixed approach has been selected by the researcher. This approach has been using the collection of data from both semi-structure red interview and survey. The research has started with the deductive approach and ending with inductive approach. The research has analysed the social media theory of Li and Bernoff (2008). This help in analyzing the effectiveness of the hotel in the market. The adoption of the primary data of customer behavior in the hotel.  Data has been collected from primary data collection method including survey.

The research methods has been focusing in the method by which aim and objective of the research. The researcher has adopted both the quantitative and qualitative methods for proceeding in the research.  The mixed methods have been used for understanding the relationship of WeChat and consumer for measuring influence on buying behaviour. The researcher has been using the interviewing process with the marketing personnel for gathering narrative information about the impact of decision making journey affected by strategy.  The author has been convergence of the data gathered from interview and survey.  The use of the survey has been helping in providing a better approach to the researcher. The analysis of the data and information has helped in providing a keen approach to the research.

Data Collection and Analysis

Research design can be categorized into three types including explanatory, exploratory and descriptive. The descriptive research design has been used in the research. The descriptive analysis of the study has helped in maintaining the descriptive analysis of research questions provided in the study.

Data has been collected from both quantitative and qualitative data collection method.  Primary data collection has been collected from organizing online survey and semi-structured interviews. Survey questionnaires will be attached with the survey form created with the help of Goggle forms and will be uploaded on the company website.  The participants of the survey will submit their answers over the form.  Answers and views will be taken as data and information for the study.

The researcher will use a simple random sampling technique for deciding the participants for the survey. There will be 50 participants for conducting the online survey in the company. The use of simple random sampling method has helped in providing equal chances for every participants to take part in the online survey. However, based on their quality of answers they have been selected for the survey. Many of the participants have not provided appropriate answers for the research. Therefore, a simple random sampling method has been used in this case.

Data Analysis is an important section for the research methodology. The analysis of the data and information collected from the data collection method will be done in the research. Quantitative data analysis has been used in the research for analyzing data and information collected from online survey.  The use of online survey questionnaire has helped in collecting data and information for the research.  The use of various techniques including Likert Scale, tables and graphs.  This help in a clear understanding of results and outcomes of the research.

This research will help in following all the ethical consideration included in the research.  The security of data and information collected for the research has been kept secured.  The research has used the Data Protection Act 1998 in order to maintain the security of data and information in the research. The security of data and information has been provided priority during the procedure of the study. The details of the survey participants has been properly secured. This help in maintaining a proper approach to the study.

There have been various limitations included in the research.  The data collection process used in the research has been creating a problem for the researcher.  The survey participants have not been providing proper answers to survey questionnaire. Therefore, this has been causing for the validity and reliability of the answers provided by them. Time and budget has been one of the major limitations faced in the research. The timeline of the research has been short for proper completion of the research. The budget allocation for the research has been low that creates problem in using advanced data analysis tools including statistical analysis. The negative impacts of your research on the natural environment and animal welfare, must be minimized and must be compliant to current legislation. Your research should appropriately weigh longer-term research benefit against short-term environmental harm needed to achieve research goals.

Task Name

Duration

Start

Finish

Predecessors

Research methodology

93 days

Mon 6/4/18

Wed 10/10/18

 

   Study Initiation

11 days

Mon 6/4/18

Mon 6/18/18

 

      Study Requirements Analysis

2 days

Mon 6/4/18

Tue 6/5/18

 

      Approval of Research Topic from Supervisor

1 day

Wed 6/6/18

Wed 6/6/18

2

      Development of Research Plan Charter / Document

2 days

Thu 6/7/18

Fri 6/8/18

3,2

      Development of Research Framework

4 days

Mon 6/11/18

Thu 6/14/18

4,2

      Prepare Draft Research Proposal

2 days

Fri 6/15/18

Mon 6/18/18

5,4

   Research Planning

21 days

Tue 6/19/18

Tue 7/17/18

 

      Formation of Research Team

2 days

Tue 6/19/18

Wed 6/20/18

6

      Analysis of Research Requirement

1 day

Thu 6/21/18

Thu 6/21/18

6,8

      Identification of Research Questions

4 days

Fri 6/22/18

Wed 6/27/18

8,9

      Identify Scope of Research

4 days

Thu 6/28/18

Tue 7/3/18

10

      Estimate Research Timeline

4 days

Wed 7/4/18

Mon 7/9/18

10,11

      Allocation of Resources and Time for the Research

2 days

Tue 7/10/18

Wed 7/11/18

10,11,12

      Initiation of Research

4 days

Thu 7/12/18

Tue 7/17/18

13

   Research Development

26 days

Wed 7/18/18

Wed 8/22/18

 

      Determination of Research Problems

4 days

Wed 7/18/18

Mon 7/23/18

13,14

      Access to Necessary Media

1 day

Tue 7/24/18

Tue 7/24/18

13,16

      Access to Online Library

1 day

Tue 7/24/18

Tue 7/24/18

13,16

      Selection of Literary Sources

2 days

Wed 7/25/18

Thu 7/26/18

13,17,18

      Literature Review

4 days

Fri 7/27/18

Wed 8/1/18

19

      Collection of Necessary Data

10 days

Thu 8/2/18

Wed 8/15/18

19,20

      Collection of Secondary Data

5 days

Thu 8/16/18

Wed 8/22/18

21

   Data Analysis

8 days

Thu 8/23/18

Mon 9/3/18

 

      Analysis of Primary Data

4 days

Thu 8/23/18

Tue 8/28/18

21,22

      Analysis of Secondary Data

4 days

Wed 8/29/18

Mon 9/3/18

24

   Research Evaluation

13 days

Tue 9/4/18

Thu 9/20/18

 

      Evaluation of Data

6 days

Tue 9/4/18

Tue 9/11/18

21,22,23,24

      Reflection on Research Undertaken

2 days

Wed 9/12/18

Thu 9/13/18

27

      Documentation of Learning Outcomes

2 days

Wed 9/12/18

Thu 9/13/18

27

      Issues Identification and Future Planning

5 days

Fri 9/14/18

Thu 9/20/18

29,28

   Research Closure

14 days

Fri 9/21/18

Wed 10/10/18

 

      Complete All Acitvities in Research

1 day

Fri 9/21/18

Fri 9/21/18

30

      Documentation of Entire Research

10 days

Mon 9/24/18

Fri 10/5/18

32

      Validation of the Research and Learning

2 days

Mon 10/8/18

Tue 10/9/18

33

      Team Sign Off

1 day

Wed 10/10/18

Wed 10/10/18

34

Research Design and Limitations

Conclusion

It can be concluded that the research methodology has been creating problems in the environment. The use of this application in the company might have helped in maintaining the quality of the cloth. The researcher has followed a proper methodology in the research.

Options

Responses

Responses %

Total Respondents

Male

20

40%

50

Female

30

60%

50

Question 2. What is your age?

Options

Responses

Responses %

Total Respondents

18-20 years

5

10%

50

21-23 years

15

30%

50

24-26 years

10

20%

50

27-29 years

15

30%

50

Above 30 years

5

10%

50


For how many years you have been working here?

Options

Responses

Responses %

Total Respondents

0-2 years

15

30%

50

3-5years

10

20%

50

6-8 years

5

10%

50

9-10 years

15

30%

50

Above 10 years

5

10%

50


What are impacts of WeChat marketing strategies on the JW Marriot hotel?

Options

Responses

Responses %

Total Respondents

Increase in sales

7

14%

50

Customer satisfaction

5

10%

50

Brand equity

8

16%

50

Customer engagement

20

40%

50

Increase in revenues

10

20%

50


Are you satisfied with the implementation of the WeChat marketing strategies in the hotel?

Options

Responses

Responses %

Total Respondents

Dissatisfied

10

15%

50

Strongly dissatisfied

5

10%

50

Neutral

10

15%

50

Satisfied

20

40%

50

Strongly dissatisfied

10

20%

50


Are you satisfied in working in this hotel?

Options

Responses

Responses %

Total Respondents

Dissatisfied

5

15%

50

Strongly dissatisfied

5

10%

50

Neutral

10

15%

50

Satisfied

25

40%

50

Strongly dissatisfied

10

20%

50


How to increase the performance of the hotel?

Options

Responses

Responses %

Total Respondents

Customer satisfaction

5

10%

50

Proper maintenance of infrastructure

5

10%

50

maintaining marketing strategies

10

20%

50

proper customer relationship management

20

40%

50

Technology

10

20%

50


WeChat promoting procedure favorably affects the execution of JW Marriott Hotel Shanghai. Thusly, it is expressed that there is a substantial number of dynamic clients who utilize WeChat to get to the specific brand. The quantity of the client of WeChat is high when contrasted with other internet based life channels like Facebook as it is useful to cover the wide territory. WeChat gives a chance to JW Marriott Hotel Shanghai to specifically associate with the clients by informing, sound and video calls. By utilizing the WeChat showcasing methodology, the organization can build the request of customers.

WeChat gives the more offices when contrasted with the social informing application. WeChat has an official record that clients can take after, not at all like another social informing application. It is a portable application as any information can set up on the official record can be anticipated to touch base at the client. There is an extensive number of individuals who have speedier access to the cell phone when contrasted with workstation or PC. The official records allow a two-path correspondence in the midst of the clients and JW Marriott Hotel Shanghai as it helps to decay the separation amongst them and fabricates a dependable relationship.

There are substantial quantities of clients who have connected their Mastercards with the record of WeChat and around 80% of individuals utilize WeChat to make installment. It can encourage exceptionally significant statistical data points to JW Marriott Hotel Shanghai with respect to purchaser inclination and ways of managing money. It is valuable for the lodging to make a key arrangement. WeChat isn't utilized for pooling the data yet additionally used to investigate the data. It encourages a wide classification of information investigation strategy to the proprietor of the official record.

Shanghai is one of the biggest buyer markets which inferable from a lot of populace. As the nation, continuously move towards an area division and the administration driven market as it is gainful for JW Marriott Hotel Shanghai for growing their business by utilizing exhibiting promoting system. It is a fundamental requirement for the inn to distinguish the need neighborhood advertise. If there should be an occurrence of inaccessibility of some other expansive scale web based life stage, WeChat showcasing technique is exceptionally used to advance the web-based social networking effort.

Ethical Considerations

WeChat advertising technique gives an opportunity to get higher income to JW Marriott Hotel Shanghai because of expanding dynamic clients. Shanghai influences the purchaser market and manages interpersonal organization conditions by utilizing WeChat promoting procedure because of its interesting highlights. One of the critical highlights of utilizing WeChat in JW Marriott Hotel Shanghai is to connect with the clients at a claim level. The rich attributes of utilizing WeChat is that it grants VIPs and additionally JW Marriott Hotel Shanghai to connect with fans and draws in with them by means of message, photographs, recordings and substantially more. Furthermore, Subscription page is an extraordinary divert in which brands and organization can embrace themselves to clients.

WeChat has adjusted the situation of portable business. It is more viable when contrasted with another application because of contributions, development and in addition conceivable outcomes. WeChat has given a propel versatile business stage to work inside by utilizing the E-trade stage and WePay. By utilizing the WePay, clients get to true record to include acknowledges and additionally make exchange through the application.

WeChat advertising is one of a kind, which could be utilized by JW Marriott Hotel Shanghai for portable trade by famous people, administrations, marks and even WeChat themselves. Clients can pay for everything without exception through the application. The straightforward entry to items and availability could prompt the client for winding up more inclined to make installment through versatile as opposed to utilizing the other strategy. From perspective of JW Marriott Hotel Shanghai, WeChat promoting methodology is basic for a business to pull the consideration of an extensive number of clients towards their items and administrations. JW Marriott Hotel Shanghai hoping to develop and support itself inside Shanghai as it should mindful about the developing and energizing application of portable.

In light of the control hone in China, informal organizations like Facebook, Google and YouTube have been blocked. China has made other web based life to speak with the clients. It is nothing unexpected that WeChat is one of the greatest interpersonal organizations in China. WeChat or Weixin (brought in China) was produced by Tencent of every 2011. As per one of the "Quick Company" articles, WeChat is colossally prevalent in China and now gloats in excess of 864 million clients (Fast Company, 2017). It is known as "Application for everything" or "Super App" on account of its extensive variety of capacities and stages (Wikipedia, 2018). Richard Simcott announced that "91% of Chinese web clients have a web based life account, contrasted with 67% of the online populace of the United States" (R. Simcott, 2014). The insights demonstrate that online life greatly affects Chinese nationals.

Task Name

Applying WeChat has demonstrated noteworthy development in numerous inns, including Shangri-La, Hyatt, Hilton and Marriott inns. Organizations utilize internet based life to promote themselves, advertise its points and goals, vision and reason and in particular, to connect with their objective market. In any case, how does internet based life impact on the inn's best line execution? The contextual analysis association, JW Marriott Hotel Company, is a main worldwide cabin organization with in excess of 6,000 properties in 122 nations (Marriott International, 2016). Marriott's vision is to "turned into the world's debut supplier facilitator of relaxation and get-away encounters on the planet". Also, with its reasonable mission of "improving the lives of their clients by making and empowering top notch get-away and recreation encounters" (Marriott International, 2016), Marriott makes a remarkable ordeal for their clients.

The creator trusts that JW Marriott Hotel Shanghai is the best fit for the examination as it is situated in the core of Shanghai's business and shopping region (Marriott, 2016). JW Marriott Hotel Shanghai has two WeChat accounts. One is utilized for speaking with the clients and another for worker maintenance and enrollment (Digiday UK, 2016). It has an unmistakable recognition on the most proficient method to connect with clients and workers through WeChat. Subsequently, this association will help the scientist in gathering the essential information and break down on the current data.

References

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Brandwatch. 2018. Marketing: Dark Matter, Social Media, and the Number 96 | Brandwatch. [ONLINE] Available at: https://www.brandwatch.com/blog/marketing-dark-matter-social-media-and-the-number-96/. [Accessed 01 March 2018].

Byrne, J, 2007. An Introduction to Mixed Method Research. Atlantic Research Centre for Family-Work Issues, [Online]. 1, 1-4. Available at: https://www.msvu.ca/site/media/msvu/MixedMethodologyHandout.pdf [Accessed 1 March 2018].

Chaffey, D., Meyer, R., Johnston, K., F. Ellis-Chadwick, 2000. Internet Marketing. 2nd ed. British Library: Dave Chaffey

Digiday UK. 2016. How Marriott uses WeChat in China. [ONLINE] Available at: https://digiday.com/marketing/marriott-international-apac-uses-wechat-talk-asian-consumers-employees/. [Accessed 26 February 2018].

Fast Company. 2018. WeChat: Most Innovative Company | Fast Company. [ONLINE] Available at: https://www.fastcompany.com/company/wechat. [Accessed 23 February 2018].

Forbes. 2017. World's Biggest Hotels 2017: Marriott Leads The Pack, Hilton Falls. [ONLINE] Available at: https://www.forbes.com/sites/halahtouryalai/2017/05/24/worlds-biggest-hotels-2017-marriott-leads-the-pack-hilton-falls/#43696f47f29d. [Accessed 26 February 2018].

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Marriott International. 2018. About Marriott Hotels | Marriott Corporate Business Information. [ONLINE] Available at: https://www.marriott.com/marriott/aboutmarriott.mi. [Accessed 26 February 2018].

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Mogashoa, T, 2014. Understanding Critical Discourse Analysis in Qualitative Research. International Journal of Humanities Social Sciences and Education (IJHSSE), [Online]. Volume 1, Issue 7, July 2014, PP 104-113, 105-107. Available at: https://www.researchgate.net/publication/264215347_Understanding_Critical_Discourse_Analysis_in_Qualitative_Research[Accessed 2 March 2018].

Morali, D, 2001. HIERARCHY OF EFFECTS. PROMOTIONS MANAGEMENT, [Online]. 22 (1), 13-40. Available at: https://www.denizmorali.com/term-papers/hierarchy-of-effects.pdf [Accessed 26 February 2018].

NetChange Consulting. 2018. How to Tap into Social Media — A Summary of Groundswell | NetChange Consulting. [ONLINE] Available at: https://netchange.co/how-to-tap-into-social-media-a-summary-of-groundswell. [Accessed 26 February 2018].

Saunders M., Lewis, P. & Thornhill, A., 2012. Research Methods for Business Students. 6th ed.: Pearson Education Limited.

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The Guardian. 2018. Marketing in China: a five-step guide | Media Network | The Guardian. [ONLINE] Available at: https://www.theguardian.com/media-network/2015/oct/06/marketing-china-social-media-consumers. [Accessed 23 February 2018]

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