research method report格式是怎样的？

Introduction介绍

本文比较了两篇关于类似课题的研究论文，一篇是定量研究，另一篇是定性研究。定量和定性研究方法是单元研究过程中的两种重要研究方法（Trinchero，2014）。当今无论是餐饮业还是酒店业，提高企业竞争力和组织效率的重要途径都是提高服务质量。此外，员工是提高服务质量的关键因素。

定量分析了影响餐厅服务质量的两个主要因素，即工作满意度和员工授权。而定性的论文则研究了员工对服务需求的理解。本文采用两种研究方法对酒店业员工进行了研究。因此，在本报告中，作者认为哪种研究方法更适合回答研究问题。In this report the author compares two research papers on similar topic, one is quantitative study another is qualitative study. Quantitative and qualitative research methods are two important research methods in the process of the unit study (Trinchero, 2014). Nowadays no matter in restaurant industry or hospitality industry, the significant way to increase competitive and organizational effectiveness is to improve service quality. Moreover, employee is the essential factor in the process of improving service quality. 

The quantitative paper investigates the effect of the two main factors that impact on service quality which are job satisfaction and empowerment of employees within a restaurant context. While the qualitative paper study the understanding of an employee’s need to serve. Both of this two paper study about employee in hospitality in two research methods. Therefore, in this report, the author which research method is better to answer research questions. 

1. Research Design

1.1 Quantitative paper

According to some previous literature on empowerment and service quality, researchers agreed that empowerment is the psychological state of a subordinate while other studies also found that there is certain relationship between empowerment and job satisfaction. In terms of “Cycle of Success” model proposed by Schlesinger & Heskett (1991) found the relationship between job satisfaction and service quality. SERVQUAL is the abbreviation of service quality, was first proposed in 1988 by A.Parasuraman, Zeithaml and Berry. It is a model to evaluate of service quality (Naik et al.,2010). The paper has dedicated the relationship among the Empowerment, job satisfaction, and customer’s perception of service quality through the three hypotheses, they are:

Hypothesis 1: Empowerment will have a direct and positive effect on job satisfaction.

Hypothesis 2a: Empowerment will have a direct and positive effect on customers’ perception of service quality.

Hypothesis 2b: Empowerment will have an indirect and positive effect on customers’ perception of service quality through job satisfaction.

Hypothesis 3: Job satisfaction will have a direct and positive effect on customers’ perceived service quality.

In the hypothesis, “direct” and “positive” are two different consequences in the hypothesis, so that these two words should be separated in two questions such as hypothesis 1: Empowerment will have a direct effect on job satisfaction; hypothesis 2: Empowerment will have a positive effect on job satisfaction (Polat, 2015). As a consequence, hypothesis is quite clear to solve the questions in the research paper. 

2.2 Qualitative paper

This paper analysis many previous literature about service which has two different meanings, service orientation and service climate. But this paper find out that service orientation is the significant factor of service delivery and influence service quality. Therefore, the qualitative paper would like to investigate the questions as follow: 

RQ1. How is the need to serve understood (conceived) by the service provider?

RQ2. How is the need to serve developed within the service provider?

RQ3. Is there support for a unique personality trait related to one’s need to serve?

For these three questions stated above, these three questions are open questions which are not directly related to topic which the paper is planned to solve out. The goal of the paper is designed to research on the factors impacted on the guests’ perceptions or satisfaction of the hospital industry. However, the designed questions are not directly to the central of the “factors”, so that the questions are not direct on posted questions. 

2. Measurement Issues

2.1 Critical Evaluations of Measurement Issues

2.1.1 Quantitative paper

In the quantitative paper, the author has designed model called the SEM which was used in verifying cause and effect relationships among job satisfaction, empowerment, and perceived service quality. In addition, the SPSS15.0 is also applied in the research for the result output. 

In the measurement issue of the quantitative paper, all output is relied on the output of the SPSS, is linked to the skill of the SPSS if first hand data is correct. Also, much data should be collected by the manager and employees, the original data could be filled in by themselves on the purpose of themselves (Crawford, 2013). As a consequence, the skill of SPSS and the correction on the original data could be two issues. 

2.1.2 Qualitative paper

In the qualitative paper, interpretive phenomenological approach (IPA) is applied. This means that a phenomenon, as it relates to the life experiences of participants detailed examination. It stressed that the exercise of this research is a dynamic process, in this process, the researchers active role (Reale, 2014). Besides that the interview method is still used in the Qualitative paper. 

The measurement of qualitative paper is related to the interview conducted by him and also related to his experience. The issue could be mixed with his personal view on the research, so that the research could be not objective. In addition, all theories are also based on his knowledge and study, so result could be contain personal view and experience on the research. As a consequence, the result is only stand for his personal view on the industry. 

2.2 Authors’ evaluations of reliability, authenticity and validity

2.2.1 Quantitative paper

Three constructs - empowerment, job satisfaction, and perceived service quality and all measure the three dimensions for the reliability and validity is analyzed. In addition, the result of the SPSS is told the reader reliability, authenticity and validity (OSLER & MANSARAY, 2014).  Reliability and validity are all based on the output figures. 

2.2.2 Qualitative paper

First hand data is collected by the method of interview. It is still the responsibility of the researcher to ensure reliability and validity in the study. In this study, reflexivity and transferability are employed in the research. Reflexivity refers to the background, the attitude to participate in the system construction of knowledge, especially for the researchers, the influence of every step of the research process. Transferability is refers to the results of the application scope and limitation, made "beyond the research background. The two key technologies can be used in qualitative research, including using a sampling strategy and related materials contain context, so that we can determine under what conditions/set found is true (Cakmak, et al., 2015).

3. Evaluation of Data Collection

3.1 Quantitative paper

The data were collected during 2 weeks in the month of June 2007. In addition, the data is collected though the surveys of 14 restaurant of the United States. However, sample sizes are large; all are depending on the managers and employees to collect the first hand data, so that the reliable of the data is an issue (Ažman & Gomišček, 2015). Whether the result of the survey is real reflection of the employees and customers, this is also an issue. In addition, the surveys are only conducted within the restaurants industry, which is limited for the research for whole service industry. 

3.2 Qualitative paper

Semi-structured interviews are used in the research. In addition, A total of 11 has carried on the interview. Interviewed about an hour to finish for most participants are as the interview record their voices. After all interviews are after the completion of their transcription data analysis. The interview is limited for the research that the interview could contain the personal view on the service quality and output. 

4. Assessment on Sampling 

4.1 Quantitative paper

There are 8295 customers and 553 services employees in the survey. In addition, in total, the restaurants returned 474 employees’ surveys and 1,289 customer’s questionnaires representing an employee response rate of 85.7% and customer response rate of 15.5%. In addition, the responsible rates of the customers are quite low in the survey. However, these first hand data is all collected by the employees and managers of the restaurant. In order to identify the influence of empowerment and job satisfaction on customers’ perception of service quality, this research surveyed 474 restaurant employees and 1,259 customers. Different from other previous studies, this research studied both employees’ and customers’ perspectives as its research design. In addition, while many previous studies prefer use SERVQUAL model on service quality, this research conceptualized services quality in terms of hierarchical approach model. As a consequence, the response rate is pretty lower in the design the model in the purpose.