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The
following pages were created to allow hospitality and tourism managers
to familiarize themselves with some of the basic quantitative and qualitative
research techniques, concepts and terminology. The objective is to provide
this information in an easily accessible format and non-technical language,
and link it to references for more in-depth information and other research
sites. This undertaking was made possible by the generous support of the
Ontario Hostelry Institute, AMEX Canada, and Ryerson University.
The
research process involves six distinct phases, although they are not always
completely linear, since research is iterative (earlier phases influence
later ones, while later ones can influence the earlier phases). Perhaps
one of the most important characteristics of a good researcher is the unwillingness
to take shortcuts, to rush through the research. It is important to keep
an open mind to recognize changes that must be accomodated to ensure the
reliability and validity of the research.
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