Travel and Tourism Research - Tourism: Principles, Practices, Philosophies - page 401

One of the first things to do in examining a tourism problem is to review and discuss the problem with a
research firm representative. Here, Suzanne Cook, senior advisor, U.S. Travel Association, is visiting with
Terry Berggren, destination research manager, Ruf Strategic Solutions. PhotocourtesyoftheTraveland
TourismResearchAssociation.

5. Collect the data. If the data are available from secondary sources, then collecting the data

becomes primarily desk research. However, if primary data are collected, this step involves actual
fieldwork in conducting survey research, observational research, or experimental research. The
success of data gathering depends on the quality of field supervision, the caliber of the
interviewers or field investigators, and the training of investigators.
6. Tabulate and analyze. Once the data have been collected, they must be coded, tabulated, and

analyzed. Both this step and the previous one must be done with great care; it is possible for a
multitude of errors to creep into the research process if collection, tabulation, and analysis are not
done properly. For example, if one is going to use the survey method, then interviewers must be
properly selected, trained, and supervised. Obviously, if instead of following the carefully laid out
sample, the interviewers simply fill out questionnaires themselves, the data will not be useful. In
today s environment, tabulation will take place on a computer. A number of excellent packages

are available for this purpose. One of the most extensively used packages is SPSS, the Statistical
Package for the Social Sciences.

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7. Interpret. Tabulation results in stacks of computer printout, with a series of statistical conclusions.

These data must now be interpreted in terms of the best action or policy for the rm or
organization to follow

a series of speci c recommendations of action. This reduction of the
interpretation to recommendations is one of the most dif cult tasks in the research process.
8. Write the report. Presentation of the results of the research is extremely important. Unless the
data are written up in a manner that will encourage management to read them and act upon
them, all of the labor in the research process is wasted. Consequently, emphasis should be put on
this step in the research process to produce a report that will be clearly understood, with
recommendations that will be accepted.
9. Follow up.

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Follow up means precisely that. A study sitting on the shelf gathering dust
accomplishes nothing. Although many people will consider the researcher

s task to be done
once the final report or presentation has been made, the work is not completed until the results
of the survey are put into action. Research is an investment, and an ultimate test of the value of
any research is the extent to which its recommendations are actually implemented and results

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