Marriot Positivism Philosophy

 

Methodology

The chapter identifies and makes justifications for the research techniques utilized during the study. The key elements in this section showcase the approaches, strategies, and research philosophy used in the study.  Moreover, it validates the methodological approaches such as the study design, and data analysis techniques including data collection methods, and highlights ethical considerations within the study.

Research Philosophy

Studies show that positivism, interpretative techniques, and realism are the existing forms of research philosophies (Khanna, 2018). Meanwhile, Li in his study indicates that the philosophy of positivism is common in structured studies with large numbers of respondents (2015). For instance, where a large sample of participants is required such as in a quantitative study, this philosophy is considered to be a factor. On the other hand, Brinkmann (2017) argues that in research where human relationships and their roles as social actors are needed, interpretive philosophy is most applicable. Unlike positivism, this philosophy normally stresses the use of a small sample of respondents which aligns it with the qualitative research method. Finally, a study indicates that realism philosophy is commonly used in scientific inquiry on the basis of the researcher’s account of truth (Fox et al. 2014). Its association with scientific methods lies on the premise that research objects exist independently from human factors. Unlike the other philosophies, realism lacks specific reference in terms of qualitative and quantitative approaches.

In this study, interpretive philosophy is the most suitable approach since the study mainly focuses on intercultural relationships which entails humans as social actors. For example, the study is concerned with factors that promote intercultural synergy within the Marriot Hotel. This emphasizes that people are involved owing that culture is a human attribute. Therefore, the interpretive technique is most suitable as it plays an essential role in addressing the key issues on the performance of the organization where understanding human relationships is critical.

Research Design

The dissertation utilizes a quantitative research design that centers on a survey-based approach. The selected research configuration lines up with the review's goals of inspecting Marriott's social variation methods, assessing their effect on client loyalty and fulfillment with the services provided while also distinguishing factors influencing their application across different contexts. By utilizing a structured questionnaire, the study focused on collecting various reactions from clients staying at Marriott facilities around the world. Secondly, it focuses on providing direct bits of knowledge into their encounters and attitudes with the organization's customized products and services.

Primary and Secondary Sources of Data

The study will acquire its primary data through the administration of structured surveys such as questionnaires that will be distributed to customers residing within Marriot properties in different locations. The survey will be about their view of Marriott’s cultural adaptation methods, satisfaction levels, and commitment to the brand. Similarly, secondary data will be acquired from the pre-existing literature, and academic articles on consumer satisfaction, and cultural adaptation in the field of hospitality.

Sample Population

The sample population for this study includes clients residing at Marriott properties worldwide. However, a representative sample of the total population residing in the facilities will be used owing to the practical limitations. In this case, the study will employ a stratified sampling mechanism to classify participants in terms of regions or continents for diversity reasons. Sample size will be arrived at using appropriate formulas to ensure effective representation.

Data Collection

Structured questionnaires will be distributed to customers living at Marriott properties. The questions will be designed in multiple languages for inclusivity purposes and to enhance response rates through digital and paper-based choices. Finally, the study will engage specific individuals working at Marriot facilities in various locations to distribute and collect the questionnaires for further analysis.

Data Analysis

Data gathered from the sample questionnaires will be subjected to comprehensive statistical analysis. The demographic data will be summarized using descriptive statistics, while regression analysis a form of inferential statistics will be utilized to determine the connection between loyalty to the brand, cultural adaptation approaches, and satisfaction.

Primary Research Approach

Primary data originates from the structured questionnaires distributed to customers at Marriot properties. The process will involve briefing participants about the study objectives, and confidentiality assurance, including obscurity of their responses.  Both closed and open-ended questionnaires including the Likert scale will be employed for efficient data collection and further assessment.

Survey Justification Strategy

This method was chosen for its effectiveness in directly capturing consumer insights and experiences associated with cultural adaptation mechanisms. Secondly, it is suitable for collecting data from a diverse and geographically distributed sample which permits a comprehensive understanding of the study objectives.

Time Horizon

A study by the Institute for Work and Health (2015) highlights that cross-sectional and longitudinal research studies are the two most commonly used research strategies.  Even though both strategies often take a longer period, the information gathered in this study is associated with a specific period. Therefore, the current study is cross-sectional research since the data is collected at a specific point in time in Marriott’s business lifecycle. However, the study is not focused on the comprehension of cause–and–an effect which is the main disadvantage of this strategy, thus no effect or limitation was encountered.

Reliability and Validity Issues

Research studies found that qualitative data has potential reliability and validity concerns owing to the subjective nature of the data acquired from it (Bryman & Bell, 2015).  Similarly, Hair (2015) argues that research findings must be trustworthy, consistent, and credible to the intended audience or readers. In other words, reliability is defined as the level of consistency in which the research study reveals common results when done repeatedly. On the other hand, validity according to the Institute for Work and Health (2016) refers to the accuracy and correctness of the data acquired during the research. The methods employed in this research based on this context are discussed below.

Validity Issues

According to the Open Textbook (2019), maintaining 100% validity in research is always difficult for many researchers. However, in the study, the researcher secured the validity of the findings through coding and eradication of potential biases through the snowball sampling method. Effective coding played a key role in enhancing the validity of the research study through limitations of uncertainties.

Reliability Issues

Studies emphasize that the member-check technique is a crucial strategy for safeguarding the validity of the research information acquired (Hair, 2015). In other words, this technique stresses the need for researchers to cross-validate the data gathered from the respondents for assurance of synchronization between the respondent’s stance and the study findings. In this account, the study findings were shared by the participants for affirmation purposes before the tabling of the final report. Nevertheless, the strategy helped the trust of respondents and the credibility of the study.

Ethical Issues

 Ethics in research is a critical element that all researchers are required to strongly subscribe to during the process especially when dealing with human participants. Studies stress that protecting the dignity of the respondents is a key value in research (Emmerich, 2018). Therefore, in the study, the researcher stressed no harm intended to the participants before their involvement while also eradicating any potential biases that might have risen during the process.

 Privacy and Confidentiality

Studies highlight that the privacy of respondents during a research process is examined by the researcher’s attempt to not disclose the information obtained from the studies and the identities of those involved without their permission (Kruger et al., 2014). Meanwhile, in this study, the researcher avoids any disclosure of the respondents or their personal identities to other parties. In other words, the research utilized pseudonyms to distort the identity of the participants including the identifying materials during the data collection phase to safeguard their privacy and confidentiality.

Beneficence (Do no Harm)

This principle stresses an understanding that research should be credible and focused on bringing benefit to society. In this case, the researcher examined the potential risks and benefits of the study and developed a structured investigation that maximizes social benefits while limiting potential risks. In the end, the researcher conducted a debriefing process with the participants for clarity purposes and to help address any potential discomfort that respondents might have experienced during the process.

Informed Consent

The participants were informed about the objectives of the research and participation was based on their free will.  They were informed that they could opt out of their own free will. According to Woodfield (2012), informed consent should emphasize the participant’s willingness to participate in the research voluntarily without coercion. Therefore, the researcher provided guidelines for participation and the freedom to not answer any questions that might not be aligned with their beliefs and values.

Treatment of Data

The data from the research respondents were securely stored in a computer with a strong password. Upon completion of the research, the data will be destroyed to mitigate any potential risks associated with such data. Nonetheless, the methodology used which is centered on a survey-based approach offers a solid framework for examining cultural adaptation strategies used by Marriot International. Through engagement with diverse customers of the organization across the globe, the method used offers an all-inclusive assessment of the relationship between cultural adaptation, fulfillment, and brand loyalty.