Business and Entrepreneurship

Methodology

The methodology chapter will detail the approach that the research project will use. These will include the target population, research design, sample design, data collection methods, and procedures used in data analysis. The research employs a descriptive research design to determine the expectations and perceptions of customers on the quality of service rendered in a group of five-star hotels in Los Angeles. A descriptive study aims to determine the when what, and how of a specific phenomenon with which the study is concerned. A research's descriptive function significantly depends on instrumentation during observation and measurement. Such an approach is suitable for this study since the research involves inquiries and fact-finding in numerous dimensions of service quality within the hospitality industry. They will present these dimensions as they presently exist in the industry.

The research design obtains information on the situation or phenomenon being studied using questionnaires. This approach is practical when conducting research within the hospitality industry since it establishes causal relationships between the different variables, including service quality and customer perceptions. It will allow the investigations to be conducted without manipulating or altering any of the variables of the phenomenon being studied. It limits the study only to the description and measurements of the phenomenon within the hospitality segment. There are instances when it could be possible to make future forecasts even when they are considered basic or premature.

The design used for this study has various advantages, including the brevity by which descriptive investigations are conducted, which means that the study's cost will be relatively inexpensive compared to other available designs. It will enable the collection of qualitative and quantitative data and allows the formulation of hypotheses while guiding a significant amount of valuable data for future investigations. When using a descriptive design, the data for this study will be collected in the locations where they occur. This will be done without any alteration, ensuring the integrity and quality of the data and the final results.

The population of the study was several five-star hotels in Los Angeles, California. The sample size of the respondents will be classified into two main groups, employees of the hotel establishments and the quests who frequent these hotel facilities. This number will be chosen from all the eight hotels chosen for this study within LA. The sample size is selected using a simple random sampling method. This is a sampling technique where every employee and guest in the LA hospitality segment has an equal likelihood and chance of getting selected within the sample. This means that the selection of the respondents that will be used for the final study will entirely depend on probability or luck. It is a method that is at times referred to as a method of chances.

The simple random sampling was done using the following method. A list of all the targeted population members within the hospitality industry was made. They were then assigned a specific number to mask their identities and privacy. From this population, the study chose random samples with the help of two distinct ways: random number generator software and random number tables. However, the random number generator software was preferred since it minimizes human interference. The study employed two main approaches that were tailored to reduce biases. The lottery method is one of these approaches. It is one of the most common ways and is also described as a mechanical type of random sampling. It involved giving every member of the targeted group a number. This is followed by randomly drawing the numbers from a box to choose the participants. The other method involved using random numbers, which involved numbering the population.

The methodology used in sampling the population has various advantages that benefit the study. It is a fair sampling method and, if appropriately applied, would help reduce any bias that could be involved compared to other available sampling methods. Since the approach uses a relatively large sample frame, it usually is easy to pick the smaller sample sizes from the larger populations. It is also a fundamental method of data collection. The researcher does not require any technical knowledge to apply it correctly. They only need essential recording and listening skills. Since this sampling approach's population size is vast, there are no restrictions on the sample size that the researchers would be required to create. This means it is possible to get a small sample from a larger population quickly.

The data was collected with the help of two distinct sets of structured questionnaires. These questionnaires included closed-ended, open-ended, and


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