33 Primary research When the already existing literature and research studies

33 primary research when the already existing

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3.3 Primary research When the already existing literature and research studies fail to provide substantial data needed by the researcher, the researcher is prompted to conduct primary research to answer his/her research questions. The most common methods used in primary research include interviews, direct observations, focus groups, questionnaires, surveys, and experiments (Turabian 2006). 3.4 Research approach
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According to Monique, Inge and Anjay (2010) the research approach represents an approach in which the researcher uses a number of techniques such as opinions, ideas, and experiences in an in-depth way. 3.5 Mixed research method In mixed research method, the researcher uses both qualitative and quantitative research methods. It represents the third most used method of research study and is the method that provides the researcher with the most reliable results. To increase the quality and reliability of this research study, the researcher used a mixed method of study by using a qualitative method (interviews) and quantitative method (questionnaires). The quantitative part of the study was conducted to examine the relationship between the factors of work-life balance and the factors of job motivation in employees in UK’s hospitality industry. As indicated above, the researcher has used interview method as a qualitative research tool and questionnaires as a quantitative research tool. The results obtained from the interviews and questionnaires have summarised the attitude and behaviour of the study participants. The study participants filled the questionnaires. With the help of answers to these questionnaires, the researcher gathered quantitative data. 3.6 Research technique There are two techniques which are commonly used by researchers, including the questionnaires and the interviews. Research interviews are mainly used to obtain answers of research questions whereas the questionnaires are used to accept or reject the hypothesis. 3.6.1 Interviews
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The commonly used types of interviews are in-depth interviews. In-depth interviews involve engaging participants who have personal experience in the area of study and this helps to improve the knowledge of the aspects of the research. In such an interview, the researcher follows a well-designed list of open questions for the most part of the interview. In-depth interviews give study participants an opportunity to express their views on the research topic thus enabling the researcher to gain deeper insights in relation to the area of study. Commonly, in- depth interviews take a period of 15 to 40 minutes depending on the participants knowledge and interest in the subject of study. This approach enables the interviewer to obtain detailed description about the interviewee’s experiences (May 2001).
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