3. Methodology 3.1 Data Collection Methods The author chose qualitative research approach as the main methodology for this study based on three reasons. The first reason is the targets of this research which is to examine [Type text]
6 qualitative data such as concepts, perpectives and opinions of hostapility workers towards alcoholism. According to Hoepfl (1997), the approach of qualitative method allows researchers to observe and transcribe the relations between alcoholism in hospitality industry and other economic sections. The second reason is by using qualitative method, researchers would have more chances to interact with participants in their natural working context, therefore, better data on participants’ perceptions is gathered. On the contrary of quantitative research approach with statistics and qualified numbers, qualitative one also enables researchers to have unfixed results according to each participant’s opinions. The third reason is the small scale of the study. Crouch and McKenzie (2006) has confirmed the advantage of qualitative research method over quantitative one to help researchers to have better relationships with participants, therefore, they can collect greater amount of information. In order to get data on underlying thinking, it is believed that interviews have been an effective research instrument (Openakker, 2006). According to Gillham (2000), such features as facial expressions, intonation and body gestures can also be recorded via interviewing. He claimed that non-verbal signals could assist verbal answers. Follow the vein, a study on alcoholism among UK adults conducted by Wilson, et al in 2013 suggests the same view. Since the way these authors carried out this study was based on the responses via the acts of both interviewer and interviewee, there was little time for verbal responses. 3.2 Sampling Procedures To serve the purpose of gathering in-depth information, the researcher of this paper used purposive sampling. According to Sanders, Lewis and Thornhill (2012), purposive sampling is one of the most appropriate methods if there is a small number of participants or primary data sources. There is one round of semi-structured face-to-face interviews. The content of each interview included 11 questions with the duration of 15 minutes. All responses are made in English for better ideas expressions and easier judgmental decision making. This interview was carried out in form of friendly conversation and all the happenings was tape-recorded. 3.3 Data Analysis Technique Thematic analysis is used to analyze collected data in this study. Braun and Clarke (2006, p.9) has hightlighted the process of thematic analysis to be recognizing, examining and categorizing themes. This is in line with the confirmation from Brice (2005) that thematic method establish the foundation to content analysis via diversifying raw data into smaller related categories. According to Guest, et al (2012) this method has been employed in a great number of qualitative studies. In [Type text]
You've reached the end of your free preview.
Want to read all 22 pages?
- Two '17
- Qualitative Research, Alcoholic beverage, Drinking culture