Training in research methods is increasingly important for students of tourism, and this broad, accessible textbook outlines the concepts and tools essential to understanding, managing, and conducting research. Fully updated throughout, it: covers core techniques such as questionnaire design, sample selection, and interviewing; reviews analytical tools such as the development of scales and indices, assessment of advertising performance, benchmarking, market segmentation, case studies, and content and visual analysis; uses ...
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Training in research methods is increasingly important for students of tourism, and this broad, accessible textbook outlines the concepts and tools essential to understanding, managing, and conducting research. Fully updated throughout, it: covers core techniques such as questionnaire design, sample selection, and interviewing; reviews analytical tools such as the development of scales and indices, assessment of advertising performance, benchmarking, market segmentation, case studies, and content and visual analysis; uses recent, real-world examples and focus boxes throughout to assess new aspects of research such as blogs, narrative analysis, and Geographic Information Systems (GIS); and retains the approachable, personal writing style of the previous edition.
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