The Hilton Hotel - Research Proposal Example

Business Research Table of Contents Introduction 3 Literature Review 3 About the Company 3 Business Research and its Importance 4 Research Methodology 5 Identification and Definition of the Problem 5 Planning the Research Design 6 Selection of the Research Method 6 Selection of the Sampling Procedure 7 Data Collection 8 Evaluation of Data 8 Preparation and Presentation of the Research Report 9 Questionnaire: 9 References 12 Bibliography 13 Introduction The hospitality and tourism industry, specifically the hotel industry has made massive progress during the last few years. This industry has huge growth prospects and unlimited business potential. Hotels are considered to be the most viable and important source contributing to the nation’s infrastructure. Along with this, hotels are an important source of employment. Increase in globalisation has increased career opportunities in this sector. The sector has made significant progress in the United States. “Between 2004 and 2014, the Hospitality industry is expected to add 17 percent in wage and salary employment. Within the industry, wage and salary jobs in food services and drinking places are expected to increase by 16 percent between 2004-14, compared to 14 percent growth projected for wage and salary employment in all industries” (United Sates Department of Labour, 2004). The industrial progress and promotion has given a much needed boost to this industry. This project aims to identify the areas in which Hilton Hotel based in New York may concentrate to improve its services. It tries to make an assessment of the level of customer satisfaction of the hotel. The project tries to develop the research methodology that needs to be undertaken and designs a questionnaire. The questions framed primarily pertain to customer satisfaction in the Hilton Hotel. Literature Review About the Company The Hilton Hotel in New York City is one the favourite attractions of the people of America. It is an international hotel, extremely sophisticated and located amidst large media centres and business headquarters. The hotel is located in the middle of several attractions, namely the Broadway Theatres, the Museum of Modern Art, Carnegie Hall and the Central Park. Hilton hotel is regarded as one of the best hotels in New York City in terms of services, facilities and accommodations. The hotel is the “largest, self-contained hotel meeting space in Manhattan, with over 150,000 sq. ft. of function space with room for up to 3,000 people” (Hilton New York, 2004, p.4). The most outstanding feature worth mentioning in this regard is that it features the city’s largest ‘Grand Ballroom’ with a single stage and a hydraulic room. It also features three other ballrooms namely, Mercury, Trianon and Sutton. Along with this it has the special ability to accommodate a large number of booth shows. The hotel is extremely famous for its “extensive selection of catering and culinary options for banquets and receptions of all sizes” (Hilton New York, 2004, p.4). Business Research and its Importance Business Research refers to the process involving a step by step or systematic investigation of a problem or opportunity confronting an organisation. It is conducted using primary or secondary research techniques. The next step is to gather the structured and the tacit data. Business research has specifically gained significance today as the industries are changing very fast. This requires them to continually change and revise the design and product ranges. This has become necessary because of the continuous changes brought about by information technology and the ever-changing tastes of customers. This project tries to develop a questionnaire pertaining to the level of satisfaction of customers in Hotel Hilton. ‘Business Research Process’ has been depicted in the following diagram. Figure 1: Diagram Showing the Research Process (Source: D-Lib Magazine, 2008) Research Methodology Identification and Definition of the Problem The problem in Hilton Hotel is regarding the services that the hotel offers to its customers. The objective is to improve its present quality of services. This hotel is regarded as one of the best hotels in the United States having a high level of customer satisfaction. It aims to improve further its quality of services and thus attain a higher satisfaction level from its customers. It tries to study the satisfaction level of guests visiting the hotel. It also tries to identify the areas and nature of dissatisfaction for the same. This would assist the management of the organisation to improve their service quality, subsequently making the hotel more attractive. Planning the Research Design Planning the research design pertains to the description of steps in the process of research. Firstly it introduces the topic study of the research. This includes identification and framing of the research problem and pointing out the loopholes in the existing literature. The next step is to present the purpose of the research. This includes the statement of the research or the intent or central purpose of the same. It is followed by the research question and the hypothesis. “The need for research design stems from a sceptical approach to research and a view that scientific knowledge must always be provisional” (NYU, n.d., p.11). The next step involves presenting the various theories according to the purpose they are meant to serve. “In qualitative research, they provide a proposed explanation for the relationship among variables being tested by the investigator” (Creswell, 2003, 23). Qualitative research, on the other hand “serves as a lens for the enquiry” or “are generated during the study” (Creswell, 2003). Quantitative methods refer to the collection, analysis, interpretation and writing of the results of the study. Qualitative approaches include collection of data, analysis and presentation of the report in a different form which is different from conventional and traditional ways. This method uses sampling, collecting of open ended data, analysing pictures, graphs, texts and presentation of the same in the form of tables and figures (Creswell, 2003, p.25). Selection of the Research Method The requirement of a methodological research cannot be denied. With the help of proper research designs, threats can be eliminated with regards to the validity of the research and the drawing of scientific conclusions. The best design for a research is one that integrates both the qualitative and quantitative research (Condelli & Wrigley, n.d., p.2). Qualitative research involves seeking answers to specific questions pertaining to the research objective. It uses specific procedures for the same. Then it tries to collect evidences, following which such findings are derived which were not produced before. The findings are then used for purposes which go beyond the limit of the research. Quantitative research aims to find a relationship between the dependent and the independent variable in the population. Such research is mainly descriptive or experimental. To attain the best relationship between the variables, quantitative research requires a sample of the subject. Quantitative research primarily quantifies the relationships between variables. The types of studies used in the research are either descriptive or experimental. In descriptive studies, attempts are not taken to alter behaviours or conditions. Things are measured as they are. On the other hand, in experimental studies, measurements are taken, then certain alterations are made and then it is re-measured to see the extent of the changes. The kind of study to be used in the project is descriptive. It does not make any alterations in the present situation. It tries to undertake a survey using the questionnaire, and reports data on the subject (Hopkins, 2000). The present study demands an optimum combination of both qualitative and quantitative research. This would allow the management to attain a comprehensive view of the present situation in the hotel with regards to customer satisfaction. Selection of the Sampling Procedure Since it is not possible to gather data from each one in the population, the technique of sampling is used. In qualitative research, only a part of the population is chosen as the sample. The research objectives and characteristics determine the criteria on which the sample is chosen. The commonly used sampling methods are “purposive sampling, quota sampling, and snowball sampling” (Family Health International, n.d., p.5). Purposive sampling refers to the sampling technique in which the criteria are selected in advance pertaining to the research questions. The sample size may or may not be determined beforehand. It is dependent on the resources, availability of time and objective of the study. This type of sampling is mainly used during the review and analysis of data along with the collection of data. Another type of sampling is called quota sampling. In this type of sampling, the number of people to be selected and the characteristics that they are required to carry are predetermined. This type of sampling is more appropriate for the present research, based on the assumption that Hilton Hotel is popular among a certain class in the society. The population that needs to be targeted would be the upper class of society as they are likely to have visited the hotel. Lastly, there is snowball sampling. “In this method, participants or informants with whom contact has already been made use their social networks to refer the researcher or to other people who could potentially participate in or contribute to the study” (Family Health International, n.d., p.5). Data Collection Data is collected by the questionnaire method. The method targets a sample which belongs to the upper class of society and would be more likely to visit the hotel. The questionnaire is distributed among the selected sample of the population who are required to fill the questionnaire. The questionnaire consists of two parts. The first part consists of close ended questions while the second part contains open ended questions. Evaluation of Data The data so collected are to be put into analysed using specific statistical tools. The analysis would give an idea about the overall service quality provided by the hotel. It would also give an in-depth analysis about the customer satisfaction and their perception about the hotel. This is the most aspect of the entire research as it gives the exact picture of the status of customer satisfaction, based on which the management would formulate strategies for the improvement of its quality of service. Preparation and Presentation of the Research Report After the collection and evaluation of data is completed, it is presented in the form of a research report. This requires careful analysis of the data collected. Analysis of the data should be comprehensive and pertain to the focus of the study. The report also contains different alternatives which could be implemented by the management. During the course of the research, the focus should be on the betterment of service provided to the customers. Questionnaire: Name: Age: Gender: Designation: Annual Income: Part A: 1. Number of times you visit the Hilton Hotel in a year. a. Once a month b. Every six months c. Once in a year 2. Number of times you visit other hotels in New York. a. Once a month b. Every six months c. Once in a year 3. Grounds on which you consider the Hilton Hotel superior/inferior to other hotels in New York a. Quality of Service b. Price Effectiveness c. Brand Image 4. The purpose why you visit the hotel a. Professional reasons b. Recreation and Entertainment c. Other Reasons 5. Would you recommend the hotel to friends and relatives? a. Yes b. No Part B. 1. How was the standard of the hotel service? a. Poor b. Good c Excellent 2. How was the ambience of your room? a. Poor b. Good c Excellent 3. How was the quality of reception? a. Poor b. Good c Excellent 4. How was the quality of food at the restaurant? a. Poor b. Good c Excellent 5. How would you consider the condition/cleanliness of the rooms and bathrooms in the hotel? a. Poor b. Good c Excellent Part C. 1. Are you satisfied with behavior of waiters in the hotel? 2. What is your opinion about quality of service offered by the hotel? 4. Were you satisfied and delighted during your stay at the hotel? 5. Is the hotel atmosphere and ambience comfortable and cozy? 3. Which are the areas, in your opinion, that needs improvement? References Creswell, J. W. 2003. Research design: qualitative, quantitative, and mixed method approaches. SAGE. Condelli, L. & Wrigley, H. S. No Date. Real World Research: Combining Qualitative and Quantitative Research for Adult ESL. [Doc]. Available at: http://www.leslla.org/files/resources/RealWorldResearch.doc. [Accesses on October 23, 2010]. D-Lib Magazine. 2008. Research into Usage and Communication of Digital Information. [Online]. Available at: http://www.dlib.org/dlib/may08/ross/05ross.html. [Accesses on October 23, 2010]. Hilton New York. 2004. Destination: New York City. [Pdf]. Available at: http://www.hiltonfamilynewyork.com/images/FactSheet-HNY.pdf. [Accesses on October 22, 2010]. Hopkins, W. G. 2000. Quantitative Research Design. [Online]. Available at: http://www.sportsci.org/jour/0001/wghdesign.html. [Accesses on October 23, 2010]. NYU. No Date. What is research design? [Pdf]. Available at: http://www.nyu.edu/classes/bkg/methods/005847ch1.pdf. [Accesses on October 23, 2010]. United Sates Department of Labour. March 27, 2004. High Growth Industry Profile Hospitality. [Online]. Available at: http://www.doleta.gov/Brg/Indprof/Hospitality_profile.cfm. [Accessed on October 23, 2010]. Bibliography Tille, Y. & Ardilly, P. 2006. Sampling methods: exercises and solutions. Birkhäuser. Kumar, R. 2005. Research methodology: a step-by-step guide for beginners. SAGE. Kothar, C. R. 2008. Research Methodology : Methods And Techniques. New Age International. Melville, S. & Goddard, W. 2004. Research Methodology: An Introduction. Juta and Company Ltd. Read More