Figure 6: Research implementation structure
Figure 6 presents the general structure of the research implementation part. The research implementation is simultaneously implemented in Finland and Viet Nam with the purpose of sequentially analysing the characteristics of Finnish school canteen model, which is a reference for forming a foundation of the new canteen model and identifying the target market as well as potential competitors of the future business.
The research has been done by both authors during the thesis writing period from September 2018 to April 2019. The research has been done both in Helsinki, Finland and Ho Chi Minh City, Viet Nam. Students, as a target customer group of the business, will be the main objective in this research. Observation as the same time was implemented in several school canteens to figure out their individual pros and cons. In addition, an interview with a professional employee that working in this area will be implemented for a short discussion about experiences and tips of operating a business in this area.
rather than the definition of the event and relies on direct human experiences as meaningful agents in their daily lives. Qualitative work can help in identifying cultural and social factors that affect customer satisfaction and insights about host organization itself positively or nega- tively. (University of Utah 2018.)
According to Ghauri, qualitative research method, comparing to quantitative method, is more appropriate to the hospitality industry. The concept of quality in hospitality development in- volves several dimensions and some of the questions about the quality of care or services may not be compliant in quantitative methods. Contrarily, qualitative research offers a variety of methods to be used for identifying what is really important to both clients and service deliver- ers. (Ghauri 2005, 109)
Furthermore, qualitative method can also be used to identify and detect obstacles to change and the reasons why improvement does not occur. Therefore, it plays an important role in customer services research because it enables us to reach areas not amenable to quantitative research, for example, how the waiter’s attitude affects the sale of the business. Yearly, qual- itative research has been carried out in many tourist and hotel contexts such as catering, com- mercial and non-commercial services, clubs and tourism. (Ghauri 2005, 110.)
The typical difference between qualitative method and quantitative method is the way of col- lecting and presenting data. Qualitative method uses data expressed in words while quantita- tive method uses data performed by numbers. Data is such necessary information that already existed in the environment in the form of measurable or invisible. In order to effectively collect the data, researcher should be equipped with the necessary skills and certain sensitivity since research data usually inconspicuous and hard to find. (Merriam. 2015, 85.)
Interview and observation are the common tools of qualitative research. Interview is directly implemented face-to-face with the identified object, in which data is collected from direct quotations through their stories, experiences, feelings and knowledge. On contrary, Observa- tion is a personal description about participants’ activities, behaviours and actions that mostly based on subjective opinions of the observer. (Patton 2002, 4.)
4.1.1 Observation method
Observation is simply considered as watching and recording the selected subject activities.
From which, important characteristics are selected and analysed to give an objective assess- ment about a certain circumstance. Observations requires researchers use their own senses to examine subjects in their ordinary condition without interfering their activities. Instead of com- municating with people, researcher is expected to count on his own ability of witness in doing observation research. (Creswell 2003, 83-85)
The advantages of observation are to directly collect data where and when an event or activity occurring as well as the researcher can actively see what people do rather than passively relying on what they say and do. It totally does not rely on people’s willingness to provide information.
If being used appropriately in suitable case, observation will offer a flavor for what is happen- ing, give an insight into the bigger picture and assist in the design of the rest of the research.
Sometimes, the researcher needs to play a role as a participant observer, where they are taking part in the situation in order to be accepted and further understand the workings of the social phenomenon. (Creswell 2003, 83-85)
4.1.2 Interview method
An interview is a conversation where questions and answers are given for the purpose of col- lecting information about a certain topic. Interview undoubtedly is the primary method in qual- itative research. Based on purpose and structure, there are different types of interview. In this thesis, the most two common types, individual interview and focus group are implemented to optimize the data collecting and analysis process. (Brinkmann et al. 2015, 4.)
Interview method is the process of collecting and analysis information through asking identified object about his or her own experiences or opinions, point of views about a particular topic, sometimes it can be described in their life’s stories. Academically, it is such a structured con- versation for a purpose that organized with a direct face-to-face interact between two or more definite objects: an interviewer and an interviewee. Depending on the purpose of outcome, interview can be separated into different types, journalistic interview, therapeutic interview and research interview. (Brinkmann et al. 2015, 4.)
In-depth analysis, interview can be categorized into individual interview and focused group.
Individual interview is used for individual information extraction. It can regularly involve pri- vate life or sensitive topics. In contrast, focused group allows collecting information over large scale of area or number of people. It commonly used to investigate the popularity of an object or opinion of the community. (Brinkmann et al. 2015, 4.)
Individual in-depth interview consists of only interviewer and interviewee. It is widely used by researcher as this interview informs a wide range of research questions as well as contribute to in-depth data collection. This is such a valuable interview method to gain insights into people's perceptions, understandings and experiences of a phenomenon. Conversely, focus group, with semi-structured interviews, concentrates on collecting similar data from many participants at once. It is used in the circumstance of limited resources (time, manpower, finances) or the phenomena being researched is universal and requires opinions from many individuals or a col- lective discussion in order to understand the circumstances. (Merriam 2015, 89-90.)