Improper Research Methodology

Chapter 3: Methodology

Methodology is a term that involves the selection and use of research methods in research tasks (Famiin, 2006). In every research topic and research, it differs and objectives may require different research methods to be used. Improper research methods selected for a research task may lead to poor research efficiency and disappointing research results. The methods for collecting data needed in a research task vary a lot between different researchers.

Data collection is done through primary and secondary research. Interesting research that uses overviews, meetings and polls to get some answers concerning markets this is known as "essential" exploration utilizing existing data, for example, interior or outside records

There are several methods to collect the data, such as questionnaire, interviews, focus interviews and observations. Since Hong Kong and Mainland Chinese were selected to be the target interviews, the survey was designed in English and as well as Chinese versions and were attached in Appendix.

Questionnaire can be distributed through e-mail, fax or by person. Those distribution channels allow the interviewer to obtain wide geographic coverage in different part of the world and reach large number of people. In addition, the cost of the methods is relatively cheap. Questionnaire distributed by e-mail or other channels that do not contain face-to-face interactions can avoid embarrassment between interviewers and interviewees as it is possible to be anonymity.

Sampling Design

A descriptive research method was used to find out the importance of the motivational factors and satisfaction levels of the respondents about visiting Hong Kong Disneyland. The target audience of this research was Hong Kong Chinese and Mainland Chinese who had visited Hong Kong Disneyland before. The quantitative data was obtained by structured questions and the data results were statistically analyzed and represented by numbers.

Questionnaire

Besides, it can obtains data of which type of accompanies thay usually go with and what information sources are most common in searching theme park information. In this part, the difference in preference of admission fees between Hong Kong Chinese and Mainland Chinese can be obtained.

Questionnaire Part C: Factor influencing on vistiing Hong Kong Disneyland

A total of nineteen motivational factors were used in finding the importance and satisfaction level of respondents of Hong Kong Disneyland Visitation. Respondents were asked to classify the importance of each factor on a five-point-Likert scale, with 1=least important, 2=somewhat important, 3=neutral, 4=important and 5=most important. The similar five-point-Likert scale was used to identify the satisfaction level of respondents. The reason for using a five-point-Likert-scale was that motivation is multidimensional and tourists would want to have more than one experience during a holiday or at a destination.

Questionnaire Part D: Personal