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Lecture Planning an applied research project in hospitality, tourism, and sports: Chapter 12 - Mayo

Chapter 12 – Research techniques: Observation, focus groups, and other techniques. In this chapter students will be able to: Explain the advantages of observations, focus groups, expert panels, and content analysis; explain the challenges of conducting objective observations; conduct a research observation;. | Planning an Applied Research Project Chapter 12 – Research Techniques: Observation, Focus Groups, and Other Techniques © 2014 John Wiley Sons, Inc. All rights reserved. Learning Objectives Explain the advantages of observations, focus groups, expert panels, and content analysis Explain the challenges of conducting objective observations Conduct a research observation Organize a focus group Develop an expert panel research design Conduct a content analysis research design Develop a coding system © 2014 John Wiley Sons, Inc. All rights reserved. Key Terms Coding Coding manual Coding schedule Content analysis Delphi panel Descriptive observation Detached observer Disposition Evaluative observation Facilitator Focus group Inferential observation Inter-rater reliability Latent content Manifest content Observer drift Outside observer Participant observer Perceptual flooding Pilot observation Research blindness Selective attention Skilled facilitator Time frame Units of behavior Units of | Planning an Applied Research Project Chapter 12 – Research Techniques: Observation, Focus Groups, and Other Techniques © 2014 John Wiley Sons, Inc. All rights reserved. Learning Objectives Explain the advantages of observations, focus groups, expert panels, and content analysis Explain the challenges of conducting objective observations Conduct a research observation Organize a focus group Develop an expert panel research design Conduct a content analysis research design Develop a coding system © 2014 John Wiley Sons, Inc. All rights reserved. Key Terms Coding Coding manual Coding schedule Content analysis Delphi panel Descriptive observation Detached observer Disposition Evaluative observation Facilitator Focus group Inferential observation Inter-rater reliability Latent content Manifest content Observer drift Outside observer Participant observer Perceptual flooding Pilot observation Research blindness Selective attention Skilled facilitator Time frame Units of behavior Units of observation © 2014 John Wiley Sons, Inc. All rights reserved. Benefits of Observational Research Objective way to record and notice behavior of other people Non obtrusive way to gather information with limited involvement of the persons being observed Structured and objective model Numbers can be analyzed using statistical techniques © 2014 John Wiley Sons, Inc. All rights reserved. Challenges in Conducting Observations Observer drift Obtaining permission Deciding on observer role Perceptual flooding Recording accurately using a coding scheme Selecting units of behavior and time frame Selective attention © 2014 John Wiley Sons, Inc. All rights reserved. Observational Roles Outside observer Participant observer Observer as participant Mystery shopper © 2014 John Wiley Sons, Inc. All rights reserved. Benefits of Focus Groups Gathering many opinions Collecting new ideas Sampling opinions of select participants Enabling reactions of participants to each others’ ideas Follow up on .