BSHM 28 – Research in Hospitality
I. CvSU Vision and Mission
Vision:
The premier university in historic Cavite recognized for character development, academics,
research, innovation, and sustainable community engagement.
Mission:
Cavite State University shall provide excellent, equitable, and relevant educational
opportunities in the arts, science, and technology through quality instruction, research, and
extension services. It aims to produce professional, skilled, and morally upright individuals
for global competitiveness.
II. Fundamentals of Research
Definition: A systematic process of collecting and analyzing data to answer a question or
solve a problem.
Characteristics of Research:
• Empirical: Based on evidence and observation
• Logical: Guided by reasoning
• Replicable: Can be repeated with consistent results
• Systematic: Follows a step-by-step procedure
III. Key Research Concepts
Term Definition Example
Consistency of results when
Reliability Same results when survey is re-administered
repeated
Accuracy — measures what it A scale that measures customer satisfaction,
Validity
intends to not something else
Population Entire group being studied All hotel guests in Silang
Sample Subset of the population 100 hotel guests surveyed
Sampling Complete list of population
Guest list from hotel database
Frame elements
IV. Steps in the Research Process
1. Identify the Problem – What issue or question will the study address?
2. Review Related Literature – Summarize prior studies to find a research gap.
3. Formulate Hypotheses – Predict relationships between variables.
4. Design the Study – Decide on method, participants, instruments, etc.
5. Collect Data – Use surveys, interviews, or observation.
6. Analyze Data – Apply statistics or thematic analysis.
7. Draw Conclusions & Recommendations – Link findings to objectives.
8. Report Writing – Organize findings in Chapters 1–5 format.
V. Variables and Hypotheses
Types of Variables:
Variable Type Role Example
Independent Variable The cause or factor changed by
Type of training program
(IV) researcher
Dependent Variable
The effect or outcome measured Employee performance
(DV)
Control Variable Held constant to avoid influence Work environment
Weather, mood of
Extraneous Variable Unplanned factors affecting results
participants
Moderator Variable Strengthens or weakens relationship Employee motivation
Intervening Variable Mediates between IV and DV Job satisfaction
Types of Hypotheses:
• Null Hypothesis (H₀): States no relationship/difference.
Example: “There is no significant difference in service quality between trained and
untrained staff.”
• Alternative/Research Hypothesis (H₁): Predicts a relationship or difference.
Example: “Trained staff provide higher service quality than untrained staff.”
VI. Types of Research Designs
Design Description Example
Describes characteristics of
Descriptive Survey on guest satisfaction
population
Design Description Example
Determines relationship between Study on work stress and job
Correlational
variables performance
Testing effect of new menu on
Experimental Manipulates IV to find cause-effect
customer feedback
Study on the evolution of Cavite
Historical Analyzes past events
tourism
Action
Solves local problems Improving front-desk service efficiency
Research
VII. Levels of Measurement
Level Description Example
Nominal Naming or classifying data Gender, hotel type
Ordinal Ordered but unequal intervals Service rating (Excellent–Poor)
Interval Equal intervals, no true zero Temperature in Celsius
Ratio Equal intervals with true zero Number of bookings, income
VIII. Sampling Techniques
Method Description Example
Random Sampling Equal chance for all Randomly picking 50 guests
Systematic Sampling Every nth participant Every 10th guest
Stratified Sampling Population divided into subgroups Male and female guests
Cluster Sampling Select whole groups Choose 3 hotels in Cavite
Convenience Sampling Easily available respondents Guests currently at lobby
Purposive Sampling Based on criteria Only front office employees
Goal: To represent the population accurately while minimizing cost and bias.
IX. Common Threats to Research Validity
• Sampling Bias: Some groups over- or underrepresented.
• Measurement Error: Difference between true and observed values.
• Overgeneralization: Concluding from too few cases.
• Selective Observation: Ignoring data that contradicts beliefs.
• Dogmatism: Refusal to accept evidence that contradicts beliefs.
X. Ethics in Research
• Obtain informed consent.
• Ensure confidentiality and voluntary participation.
• Avoid fabrication or plagiarism.
• Seek ethical clearance before data collection.
XI. Application in Hospitality
• Evaluating guest satisfaction using survey tools
• Testing marketing strategies for resorts
• Studying employee motivation and service quality
• Assessing sustainable practices in hotels