TOUR7012 - Research Methods

Title:Research Methods
Long Title:Research Methods
Module Code:TOUR7012
Duration:1 Semester
Credits: 5
NFQ Level:Intermediate
Field of Study: Tourism
Valid From: Semester 2 - 2020/21 ( January 2021 )
Module Delivered in 3 programme(s)
Module Coordinator: Noel Murray
Module Author: AISLING WARD
Module Description: The module aims to develop students knowledge and competence of the research process and the application of research methods in the area of Tourism. It covers qualitative, quantitative and mixed methods research and considers the usefulness and application of each method. It focuses on research design, data collection and analysis, and the presentation of findings.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Explain the research process and its uses in both academic and market research
LO2 Evaluate the range of qualitative and quantitative data collection strategies and analysis
LO3 Make informed decisions about which data collection and sampling methods are most appropriate for different purposes.
LO4 Write academically and critically analyse data and information.
LO5 Conduct a literature review.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed

Module Content & Assessment

Indicative Content
Market Research Process
Purpose of research; writing strategies; research process; developing research questions and market research proposals; literature review; ethical considerations in research.
Research method and Research objective
Matching research method and objectives. Quantitative, qualitative and mixed methods techniques in tourism research. Referencing and bibliography.
Quantitative, Qualitative and Mixed Methods
Interview techniques; focus groups; content analysis; survey design and secondary survey data and sources of secondary data. Sample collection and survey research.
Data interpretation and Analysis
Describing, analysing and presenting quantitative and qualitative data. Validating the accuracy of findings.
Literature Review
Significance of the Literature in research, writing and critically analysing academic research.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Literature Review and methodology design. 3,4,5 60.0 Week 7
Short Answer Questions Online Exam 1,2,3,4 40.0 Week 12
No End of Module Formal Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Theory based 3.0 Every Week 3.00
Lab Computer Based Research Techniques 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Practical application 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Independent & Directed Learning (Non-contact) Study and Reading 3.0 Every Week 3.00
Lecture Theory Based 3.0 Every Week 3.00
Lab Computer Based Research Techniques 1.0 Every Week 1.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00

Module Resources

Recommended Book Resources
  • Veal A.J. 2011, Research Methods for Leisure and Tourism: A Practical Guide, 4 Ed., Pearson Ed. Ltd Essex, England [ISBN: 9780273717508]
  • Veal, A.J 2018, Research Methods for Leisure and Tourism, 2 Ed., Pearson Ed. Ltd Essex, London
  • Brotherton, B. 2015, Researching Hospitality and Tourism, 2 Ed., Sage Publications London, England [ISBN: 9781280299724]
  • Kumar, R. 2014, Research Methodology: A Step By Step Guide for Beginners, 3 Ed., Sage Publications London [ISBN: 9780733971358]
  • Levent Altinay and Alexandros Paraskevas 2007, Planning research in hospitality and tourism, Elsevier Textbooks Oxford [ISBN: 978-0-7506-8110-0]
  • John W. Creswell 2003, Research design : qualitative, quantitative, and mixed method approaches, Sage Publications Thousand Oaks, Calif. [ISBN: 0761924426]
Supplementary Book Resources
  • McGivern, Y. 2009, The Practice of Market Research, 3 Ed., Pearson Ed Essex, England [ISBN: 9780273717072]
  • Brotherton, B. 2008, Researching Tourism and Hospitality: A Student Guide, Sage Publications London [ISBN: 9781446287545]
  • Norman K. Denzin and Yvonna S. Lincoln 2003, Collecting and interpreting qualitative materials, Sage Thousand Oaks, Calif [ISBN: 0761926879]
  • Alan Bryman and James J. Teevan 2005, Social research methods, Oxford University Press Ontario [ISBN: 0195419413]
  • Stanley Presser 2004, Methods for testing and evaluating survey questionnaires, John Wiley & Sons, Inc Hoboken, NJ [ISBN: 0471458414]
  • William G. Zikmund 2003, Exploring marketing research, Thomson/South-Western Cincinnati, Ohio [ISBN: 0324181485]
  • Robert K. Yin 2003, Case study research : design and methods, Sage Publications Thousand Oaks, Calif. [ISBN: 0761925538]
  • Stephen Gorard with Chris Taylor 2004, Combining methods in educational and social research, Open University Press Maidenhead [ISBN: 9780335213078]
  • Alan Bryman 2004, Social research methods., Oxford University Press Oxford [ISBN: 0199264465]
Recommended Article/Paper Resources
  • Tourism and Hospitality, Annals of Tourism Research
  • Tourism and Hospitality, Tourism Management
  • Tourism and Hospitality, International Journal of Hospitality Management
  • Tourism and Hospitality, Cornell Quarterly
  • Tourism and Hospitality, Contemporary Issues in Tourism and Hospitality
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 5 Mandatory
CR_OHCMA_7 Bachelor of Business in Hospitality Management 5 Mandatory
CR_FTOUR_7 Bachelor of Business in Tourism Management 5 Mandatory