Research Methods in Tourism, Hospitality and Events Management

4.3 Selecting a sample

Research in hospitality, tourism and events is undertaken by students like you to

answer research questions. One of the most important things to tackle is the issue of

access to your chosen sample. You might be selecting a sample of respondents at an

event or a tourist site, in which case as long as you have permission and the time you

will not have a problem. If, however, as it often happens, you want to talk to

customers, guests or managers in organisations as part of your sample, you will have

to make sure that you have access to the relevant documents and to those

respondents that you have identified in your sample frame. 

Illustration 4.1

 shows

some of the issues that can arise when this is part of your plan.

Illustration 4.1 Issues of access

Saunders et al. (2000) identify that first-time researchers often have

problems with access which can make the research flawed. Research

often requires that you have access to individuals or ideas and you may

have issues with your status, ethical considerations and just plain access.

Student research often takes place over a very short duration and you

may underestimate how much time it takes to get the correct sample.

Buchanan et al. (1988) advocate an opportunistic approach and offer the

following advice:

Allow sufficient time to gain access.

Use friends and relatives where possible.

Use non-threatening language to explain the aims of the research.

Deal with respondents in a positive manner.

Offer a copy of your findings.

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Gatekeepers are usually crucial players in gaining permission and often it

is difficult to identify who these are so you must seek help from your

supervisor about this. If the individuals that you want to cooperate in the

sample do not go along with you, then you will have no study and you

will have to seek out alternative respondents, or else your research will be

over.