Post on 22-Feb-2023
METHODS OF ENQUIRY (MOE)
Module Leader: RUMKI BANDOYOPADHAY
Student Name: Gursimran Arora
Roll Number: 010111006
SHTM 2011
1
INDEX
1. Introduction………………………………………………………………………3
2. Literature Review……………………………………………………………….3-5
3. Research Methodology…………………………………………………………5-9
a) Research Approach……………………………………………………..5
b) Research Strategy………………………………………………………6
c) Time Horizons……………………………………………………………..6
d) Data collection Methods………………………………………………….6-9
i. Sampling
Design..............................................
...................6-8
ii. Secondary Data…………………………………………………8
iii. Questionnaire Design……………………………………………8
iv. Interview Design………………………………………………….9
4. Practical and Ethical Issues………………………………………………………9
5. Triangulation……………………………………………………………………….9-10
6. Data Analysis………………………………………………………………………10
7. Conclusion………………………………………………………………………….10
8. Bibliography…………………………………………………………………………11-15
9. Appendix…………………………………………………………………………….16-20
2
INTRODUCTION
One of the most rapidly growing sectors in these days is the
Hospitality and Tourism sector, accounting for more than a third of
the total global services trade (ILO, 2010). Increasing growth of the
services sector in India, the Indian tourism and hospitality industry
has come out to be one of the leading and key industries worldwide.
The Indian hospitality sector is expected to grow much faster than
other countries in the world, with continual growth in country’s GDP,
per capita income and increased spending. The total contribution is
around 6.23% to the national GDP and 8.78% of the total employment by
this sector in India. (Marketreserch, 2013) The total market size of
tourism and hospitality sector in India touched at US$ 117.7 billion
and by 2022 is expected to reach US$ 418.9 billion. (IBEF, 2013)
According to the WTTC, by the end of 2015, the hospitality and tourism
sector in India has the capacity to earn US$24bn in foreign exchange.
(India Tourism Report, 2012)
The intent of this research proposal is to identify the current HR
issues faced by the hospitality sector in Delhi/NCR and to investigate
3
the organizational employee retention initiative and practices who
work in the hospitality sector in Delhi-NCR
Hotel XYZ has commissioned the consultancy organization to conduct an
enquiry on the issue of high turnover, loyalty and job satisfaction so
as to reduce employee turnover and maintaining employee retention,
leading to positive workforce productivity.
LITERATURE REVIEW
An organization’s most valuable assets are its human capitals (Thomas,
1993) and many companies gives a high importance in retaining the
trained and skilled workers (Anderson, 2005).A crucial way of cope up
with the intangibility of services in the hospitality industry is
through the performance followed by the attitude, appearance,
personality and behavior of its customer-centric employees (Hartline
and Jones, 1996). Thus Human Resource/Factor plays an important role
in hospitality Industry.
HR CHALLENGES FACED IN THE HOSPITALITY INDUSTRY
With increase in the competition world-wide and due to globalization,
the ability of the workforce to perform and deliver quality product
and services, is coming out to be a key source of competitive a
advantage in relation of the hospitality industry internationally
(Baum et al., 1997; Bharwani and Jauhari, 2011). These days’ managers
and organizations in the hospitality industry faces a tough challenge
of retaining a committed, trained, motivated and a well managed
workforce which focuses on offering top quality performance and a
challenging task of recruiting in the initial stage. (Nickson, 2007).
4
There is a perception in the minds of the people that hospitality
industry besides being a tough task master, long duty hours and a poor
pay master, offers very less opportunities for growth and promotions.
(Wood, 1995; Riley et al., 2002; Enz, 2004). The shortage of workforce
is another important issue which is further aggravated by high
attrition rates in the industry and is estimated to be as high as 31%
i.e.
double the average rate for other prevailing sectors (Deloitte, 2010).
The turnover factors are generally associated with the work variables
such as unifying variables like pay, working condition , job
satisfaction, and promotion, demographic variables such as age ,
religion, etc (Pettman 1975; Mobley, 1982; Arthur, 2001).The hotel
industry face a major challenge of managing the largest operating
expense of labour cost which is generally 44.6% of the total operating
cost without disturbing the guest satisfaction, especially when there
is a shortage of skilled and managed workforce.(Jin-Zhao and Jing,
2009).Also India is confronted by a weak labour market as compared to
that of a strong international labour market in the hospitality
industry.(Jauhari, 2006) .Thus there is a need to retain human
resources through better and competitive pay ,a well structured
training program ,planning and benchmarking.
EMPLOYEE RETENTION IN HOSPITALITY INDUSTRY
Those retention techniques which require attentions are structured
working hours, engagement of employees and investment in their
development. (Jauhari, 2012). According to Samuel and Chipunza (2009),
the main reason of retention of employees is to overcome the loss of
committed and competent workforce from leaving the organization as
5
this could have had an adverse effect on performance and profitability
of an organization.(I.J.E.M.S, 2013). Unique and effective
compensation and benefits package, and recognition program for the
employees is the best strategy for retaining and attracting new
employees (Lee, 2000).Equally opportunities of growth and a positive
working environment must be created to keep employees motivated. Hence
when the workforce is motivated, there is reduction and retention in
turnover, and motivated employees will thus out power the unmotivated
employees (Honore, 2009). A study revealed that organization’s vision,
goals, reward and compensation strategy, mission, employee
recognition, were key factors in reducing the employee turnover
(Moncarz, 2008). Factors such as flextime, insurance, childcare
facilities and other additional facilities provided also contributes
towards employee retention. (Panoch, 2001). According to a study
conducted by Boxall, Macky and Rasmussen (2003) variables are
considered to be as multidimensional. These include interesting work,
which was considered as the topmost factor in retaining employees in
both the private as well as the public sectors. This also indicated
that employees wants management to make decisions based on
performance and merit and also revealed that extrinsic rewards plays
an important role in employee retention and employee turnover.
INITIATIVES TAKEN BY INDUSTRIES
In order to retain their employees Accor group of hotel provide an
attractive compensation and benefits package. They value their
employee the most and recognize their skills and performance. Surveys
are carried on a regular basis by the hotel in order to ensure
competitiveness. (Accor, 2014). Taj Group have also taken up
6
initiatives to recognize their workforce through the programme know as
the Gallup Great Workplace Award where companies are awarded for
creating a highly engaged workforce. Some of the HR initiatives taken
by the group to build a high performance based work culture are
Project Vidya, Mi-University, Flexible Compensation Strategy, and
leadership development. (Taj hotels, 2012).IHG group of hotel through
their program “Room to be yourselves” focuses on retaining and
attracting people through their set values and behaviours which they
expect from their employees- “Winning Ways” and by encouraging to
perform at their best. (Ihgplc, 2014)
RESEARCH DESIGN/METHODOLOGY
Research Design can be described as a well defined structure within
which the research will be conducted. The main function of such a
design is to provide the collection of information which is relevant
with minimum expenditure of time, money and efforts.
(www.ihmctan.edu) Also it gives a view of the method chosen for the
design with proper reasons and explanations. (Saunders, et al,
2005). I will be using Onion Approach method to give an overview of
my research methodology. (Refer Appendix 1)
RESEARCH APPROACH
The current research is done by using an inductive approach. Inductive
Approach also known as the Building Theory approach, it involves of
collecting data in order to develop a theory from it. It provides a
flexible methodology that permits alternative explanation of what is
happening. (Saunders, et.al 2005) It helps us think that which
approach will work before making up a theory. (Weijun, 2008)
7
RESEARCH STRATEGIES
The Research Strategies which are used in the research are:-
Surveys: With the help of surveys a large amount of data is collected
from a sizeable population in a very economical way. These are often
obtained through a questionnaire, hence are standardized and allow
ease in comparison. (Saunders, et al, 2005) Surveys in this research
are conducted through both questionnaire and a set of interviews.
Grounded Theory: It is considered to be as one of the best examples
of Inductive approach of research. In this Data starts getting
collected without any initial formation of theories. Hence, later
theories are formulated through the collected data. (Saunders, et al
2005) The main aim is to generate a theory (Glaser and Strauss, 1967).
TIME HORIZONS
Cross-Sectional: It is the study of particular phenomena at a specific
given period of time .Most of the research projects which are
undertaken for academic purpose are time constrained and hence cross-
sectional. (Saunders, et al, 2005) The above research is a cross –
sectional research with a given time frame of six months.
DATA COLLECTION METHODSIn order to get a reliable and valid data, it is important to choose
correct data collection method to achieve the desired result.
(Saunder, et.al. 2005)
SAMPLING DESIGN
Sampling is a process by which an assumption is made to the whole
population by sampling a part of it. (cs.gmu.edu) As it will be
impracticable to survey the whole population, there is a need to
8
collect a sample to get accurate results. (Saunders, et al, 2005)
Sampling saves time which is an important consideration while doing a
cross-sectional study. Also it is flexible and reliable in nature.
The sampling techniques can be divided into Probability and Non-
Probability sampling.
The above research is based on the Non-Probability sampling approach
which consists of the following.
Purposive Sampling: It is a type of sampling in which the selection
of units is based on one’s personal judgment rather than selecting
randomly (http://www.ilo.org). Hence it enables us to choose those
units which are able to answer our research questions and meet our
objectives. (Saunders, et.al 2005).This type of sampling is used while
working with the small group of samples and when one chooses cases
which are specifically informative. (Neuman, 2000)
The following purposive sampling were used
1. Heterogeneous Sampling: It is a sampling technique which is
useful in capturing a vast range of perspectives related to the
matter one’s interested in. Hence it is a search for variation
of aspects which are completely different in nature. Therefore
helps in documenting uniqueness of data collected. (Saunders,
et.al 2005). General issues of job satisfaction, initiative taken
by companies to resolve such issues and time duration worked for
in a particular organization are some of the issues which can be
addressed to vast sample.
2. Homogeneous Sampling: This focuses on sampling of a group in
which all the sample are similar or share same characteristics.
9
This helps in studying the sample in a better way and serving
one’s particular interest. (Saunder, et.al 2005) Focusing HR
department in various hotels in Delhi and NCR on challenges and
employee engagement initiative taken by them to retain and reduce
the turnover of employees.
Snowball Sampling: This method is creates a sample study through
referrals made among units who share or knows other who can contribute
to the interest of the research. (isites.harvard.edu) Because of this
it has helped me in targeting the hidden population which earlier was
not in our reach by forming a chain.
Self-Selection Sampling: It is a type of sampling in which one allows
a case in which an individual identifies their desire to be a part of
the research by either asking them to be a part of it or by
advertising it. (Saunder, et.al 2005) This sampling was done by
choosing industrial experts from the same field and approaching to
them. Mr. Achin Khanna, Director of HVS Consultancies was approached
for the same.
Convenience Sampling: This type of sampling involves selecting those
cases which are convenient and easiest to approach for the sample.
(Saunders, et.al 2005) .Fellow colleagues and hotels where I did my
internship were approached for this type of sampling.
SECONDARY DATA
Secondary data is that type of data which collected by someone else
but useful in our analysis. (Boslaugh,, 2007) This type of collection
helps one save time and resources in the initial stage of research.
(r2ed.unl.edu). This data was collected through journal articles,
books, ebsco, ibef, emerald, elsevier and proquest, etc
10
QUESTIONNAIRE DESIGN
According to a definition, Questionnaire can be defined as a document
containing different varieties of questions and items, designed in
such a way to get more information which is easier to analyze.
(Babbie, 1990). . They were distributed to the hotels in Delhi and
NCR. These were given to a specific targeted people such as the HR
managers and employee in that department and managers of the
department so as to know their response. Theses questionnaire will be
also sent through email to people who can’t be reached. Different
types of questionnaires which were used are:-
Open Ended Questionnaire: An open ended questionnaire is a one in
which no options or no response categories are provided. In this type
the respondent needs to think critically and an analytically to answer
the questions. (http://www.uj.ac.za). Most of the questions in the
questionnaire are open ended, Question no. 1, 3, 4, 5, 6, 7, 8, 9, 10,
and 13 are open ended.
Close Ended Questionnaire: A Close ended questionnaire is a one in
which different types of alternatives and options are provided to the
respondent to answer the questions. (www.saciwaters.org) It can be
also mentioned as a Multiple Choice Questionnaire (MCQ).
(www.uj.ac.za) Question number 3, 12 and 14are a good example of close
ended questions. (Refer appendix)
Likert Style Rating Scale: These types of questionnaires are designed
to collect opinion data. In this the respondent is usually asked of
how strongly they agree or disagree on a statement given. (Saunder,
et.al.2005). Question number 11 and 12 are an example of rating scale
questionnaire
11
INTERVIEW DESIGN
Interviews are a great way for getting the story behind the
experiences of participants. It helps in getting in-depth information
of the topic. (McNamara, 1999). Based on the structure of the
research, the interview can be split up into three categories, i.e.
structured interview, unstructured interviews and semi structured
interviews. (Fontana & Frey, 2005). Interviews were constructed in a
semi-structured manner. I.e. they had certain questions fixed and the
other were asked on the spot in the interaction.
Structured Interview: A structured interview is a one in which the
interviewer asks an interviewee a set of pre-arranged questions on a
selected topic. (www.sociology.org.uk) There is a standard set of
questions being asked, and hence makes easier to take interviews. A
set of fixed questions were kept which was uniform for each interview.
(Refer Appendix 3)
Unstructured Interviews: It is a type of interview in which questions
and answer category are not pre- defined. No pre-determined questions
are prepared. It depends on the social interaction of the interviewer
and interviewee where spontaneous questions are asked related to the
topic. These interviews can be very useful in seeking more information
from the respondent. (Minichiello et al. 1990). Proper Ethics were
being followed while doing this type of interview.
Semi -Structured Interviews: It is a type of interview in which the
interviewer prepares a set of pre-determined question and as well as
engages in a social conversation with the respondent and asks
questions accordingly. They are flexible in nature and can change
according to the respondent. This type of interviews has the potential
12
to increase the response rate. (www.cnr.uidaho.edu). A set of fixed
question were being asked along with questions where were asked during
the conversations. And a note for the same was maintained for
interpretation.
PRACTICAL AND ETHICAL ISSUESEthics can be described in terms of code of behavior which are to be
followed during the conduct of a research. (Wells, 1994)
Privacy needs to be maintained of the actual and possible
participants.
The nature of participation will be voluntary and will have a
right to back out partially or completely from the process.
Confidentiality of data provided by the individuals will be
maintained.
The way of analyzing, using and reporting the data should not
affect the participants
The behavior and biasness of the researcher.
(Saunders,et.al 2005)
TRIANGULATION
Two data collection methods have been used, namely questionnaire and interviews
Reliability: Reliability can be defined as consistency
and replicability over time, over instruments and over groups of
respondents (Cohen et al 2000). It also means whether the same results
can be applied on other occasions or not. (Saunders, et.al 2005) As
the research was conducted over a period of six months, there is a
13
difficulty in replicating it , and hence there is a threat to
reliability.
Generalisability: It is a process through which a set of research and
observation can be applied to a larger set of sample or population.
(Hitchcock and Hughes 1989) It aims to predict whether same results
can be obtained in new situations. The research was conducted in 10-15
hotels in Delhi and NCR and data was collected from the same. Hence
the concept of generalisability can be applied to the entire
population of hospitality organizations in Delhi and NCR.
Validity: It refer to how sound is your research. Validity in research
means that your findings are truthful to the phenomena you are
measuring. (linguistics.byu.edu) A pilot study will be conducted on
the questionnaire and therefore there will be less chances of
falsification. Questions were designed to achieve quality and
efficient information specific to suffice the research objective.
DATA ANALYSIS Analyzing of data depends upon the objective and the research’s
questions.(Sunder, et al. 2005) The data collected was analyzed
through Excel. Also Graphs and Charts were used to analysis the data.
CONCLUSIONSA topic on HR issues in the hospitality industry and employee
retention initiatives taken by them were being addressed. A research
was being conducted on the same, based on the secondary data,
questionnaire’s, interviews, etc with proper ethical standards being
followed and Onion approach was used to design the research.
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APPENDIX 1
21
QUESTIONNAIRE DESIGN
Questionnaire was designed as a mixture of both the open ended and
close- ended methods. They were distributed to the hotels in Delhi and
NCR. These were given to a specific targeted people such as the HR
managers and employee in that department and managers of the
department so as to know their response. Theses questionnaire will be
also sent through email to people who can’t be reached.
Questionnaire
Q1. Name and designation of the Employee?
Q2. How old are you?
a) Less than 30 years
b) 30-40years
c) 40-50 years
d) 50-60 years
e) 60 years or above
Q3. For how long you have been a part of the organization?
Q4. What are the different Employees engagement Activities prevailing
in the Organization?
Q5. Is your company a good pay master than your competitors?
23
Q6. What are the HR issues prevailing in your organization?
Q7. Is the HR department successful in retaining the employees?
Q8. What are the employee retention initiatives followed by the
organization?
Q9. Does your organization have a balance between intrinsic and
extrinsic factors?
Q10. Are you happy and satisfied to be part of this organization?
Q11. From a scale of 0-10 mark the turnover of staff in the
organization?
Q12. How far do you agree with the statement “Employee retention and
engagement is the key to successful organization”
a) Strongly Agree
b) Mildly Agree
c) Neither Agree nor Disagree
d) Mildly Disagree
e) Strongly Disagree
Q13. Suggestion which you think can help in making this place a
success?
Q14. Will you recommend this workplace to someone you know?
a) Yes
b) No
c) Maybe
24
APPENDIX 3
INTERVIEW DESIGN
Interviews were constructed in a semi-structured manner. I.e. they had
certain questions fixed and the other were asked on the spot in the
interaction. A target of 20 interviews was set but only 10 could be
reached. Appointments were taken well in advance to ensure a good
response. Questionnaire was kept to the point to fulfill the
requirements of the research.
SET OF FIXED QUESTIONS
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Q1.What are the HR issues prevailing in the organization?
Q2. Is organization successful in retaining and engaging their
employees?
Q3. What are the employee retention initiatives taken by the
organization?
Q4. What is the Turnover rate of the employees?
Q5. What growth opportunities are provided to an employee?
APNPEDIX 4
Assignment Gantt Chart
TASKS Jan Feb Mar Apr May Jun
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W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
1 Framing Of Hypothesis2 Designing Of Questionnaire3 Pilot Study
4Distribution of Questionnaires :-
- Online-Offline
5 Collection of Questionnaire6 Scheduling Of Interview7 Conducting Of Interview8 Entering data in Excel9 Computing Results10 Interpreting of Results
11Presentation Through Graphs and Charts
12 Presenting Recommendations 13 Compiling of Final Report
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