gather and present product information

GATHER AND PRESENT PRODUCT INFORMATION

D1.HGE.CL7.02 D1.HGA.CL6.04

Slide 1

Subject ElementsThis unit comprises three Elements:

Gather and organise information

Research and analyse information

Present information

Slide 2

AssessmentAssessment for this unit may include:

Oral questions

Written questions

Work projects

Workplace observation of practical skills

Practical exercises

Formal report from supervisor

Slide 3

Gather and organise information

Element 1

Gather and organise informationPerformance Criteria for this Element are:

Gather and organise information in a format suitable for analysis, interpretation and dissemination in accordance with organisational requirements and relevant legislation codes and standards

Access and assess information held by the organisation for accuracy and relevance in line with established organisational requirements

Slide 5

Gather and organise informationPerformance Criteria for this Element are:

Ensure methods of collecting information are reliable and make efficient use of resources in accordance with organisational requirements

Use business technology to access, organise and monitor information in accordance with organisational requirements

Update, modify, maintain and store information in accordance with organisational requirements

Slide 6

Importance of information

The hospitality and tourism industry is one of the largest industries in the world and for many countries is its major economy and employer.

Industry knowledge is a vital pre-requisite for effective performance within the industry.

Slide 7

Importance of informationFor all businesses within the hospitality and tourism industry, it is important to have up-to-date information so you can:

Talk to customers about industry-specific events, trends and happenings

Plan your career as opportunities present themselves

Know when you need to update your training

Cultivate and maintain a professionalinterest in what is truly a profession

Slide 8

Importance of information Communicate effectively with colleagues and

management who have themselves kept up-to-date

Learn new techniques

Develop a broader appreciation of what the industry is all about

Understand who the key players are, and how they operate

Slide 9

Types of industry information

Main categories of information

The two main categories of information that all staff should know relate to:

The Tourism and Hospitality Industry

Their specific role

Slide 10

Tourism and Hospitality industry sectorsAccommodation

This sector includes but is not limited to:

Hotels and motels

Guest houses and bed and breakfasts

Caravan parks and camping grounds

Resorts and time share properties

Apartments, villas and cottages

Conference and exhibition centres

Slide 11

Tourism and Hospitality industry sectorsAttractions and theme parks

This sector includes but not limited to:

Museums and galleries

National parks, wildlife parks and gardens

Theme parks

Heritage sites and centres

Sports activity centres

Aquariums and zoos

Slide 12

Tourism and Hospitality industry sectorsTour operators

A tour operator typically organises sightseeing tours and accommodation in a particular destination or region

Inbound tour wholesaler

An inbound tour wholesaler packages products to form a trip for an overseas market travelling to your country

Slide 13

Tourism and Hospitality industry sectorsOutbound tour wholesaler

An outbound tour wholesaler negotiates product from International Suppliers for clients in your country travelling to an international destination

Retail travel agents

A retail travel agent is the go-between between the client and the wholesaler

Slide 14

Tourism and Hospitality industry sectorsLocal, regional and national information services

These information services exist to assist the public and travel agents in obtaining knowledge and information on a particular region from the experts

Meetings and events

These companies organise meetings, conferences and major events by booking flights, accommodation, tours and the meeting facilities

Slide 15

Tourism and Hospitality industry sectorsCorporate agents

This sector tenders for travel accounts from large, medium and small sized businesses

Airlines

Airlines own the planes and sell seats to all sectors in the travel industry

Slide 16

Information relating to job rolesNot only is it important for all persons working in the industry to understand their industry and sector within it, but also to collect information that relates to their specific job roles.

Slide 17

Information relating to job rolesCareer prospects

This includes being able to have a clear understanding of:

Your development path within the industry

Your next career step including need for:

training

experience

qualifications

Slide 18

Information relating to job rolesEmployment obligations and entitlements

You can obtain information regarding your employment obligations and entitlements from a combination of:

The employment instrument you are employed under

The job description for your role

The job specification for your position

Talking to your employer about theirexpectations of your work

Slide 19

Information relating to job rolesProduct Knowledge

Product knowledge embodies knowledge about:

Products sold

Services provided

Facilities available

Operating procedures and conditionsof the business

Slide 20

Information relating to job roles‘Quality assurance’ (QA)

This is a term used to systematically measure and compare aspects of operations within a business against operational standards of performance.

‘Total Quality Management’ (TQM)

This is a philosophy of management that is driven by customer needs and expectations to provide a process of excellence.

Slide 21

Information relating to job rolesOther job related information

Union and employer concerns

Legislative and political changes

Service, product and facility initiatives

What else is important to know in relationto your job role?

Slide 22

Sources of informationThere are a number of sources that will be a great starting point to get an overview of the industry as a whole:

Colleagues, supervisors and managers

Representatives

Developing your own industry network

Conferences and seminars

Product launches

Asking someone to be your mentor

Slide 23

Sources of informationInformation services

Most information services are fee-for-service providers. This means it costs money to use their services for:

E-newsletters

Fact Sheets

Updates

Guides

Information Sheets

Over-the-phone advice

Slide 24

Sources of informationWritten materials

Trade magazines

Hotel school publications

Newsletters

Brochures

Advertisements

Reference books

Slide 25

Sources of informationGovernment and Industry bodies

The ASEAN region, whilst working collectively to achieve a primary purpose of attracting tourism to the region as a whole, each participating government will also have their own websites and departments in which to collect information.

Slide 26

Government and Industry bodies

A range of industry specific bodies have been established to cater to the needs of industry

What tourism industry bodies do you know of?

Slide 27

Government and Industry bodiesTheir goal is to ensure the tourism industry:

Provides a safe and secure offering to its customers

Is regulated and operates in a legal and compliant manner

Provides quality products and services to its customers

Employs staff who have the necessary knowledge, skill relevant to the current industry needs and expectations

Slide 28

Government and Industry bodiesMinistries of Tourism

The Ministry may co-ordinate special initiatives including:

Selecting and managing heritage sites

Dedication and allocation of government funding to tourism initiatives

Providing information on news laws and regulations

Establishing service excellence awards

Publishing and managing tenders for tourism projects

Slide 29

Government and Industry bodiesTourism Boards

The primary task of tourism boards is to coordinate the efforts of hotels, airlines and travel agents to develop the fledging tourism industry of the country.

Industry Authorities

Authorities are established, either by a government or working closely with government to provide services relating to the tourism industry.

Slide 30

Government and Industry bodiesIndustry Associations

These bodies provide businesses with a variety of services which can include:

Representing the industry

Legal advice

Training

Industry standards and benchmarks

Cost savings

Slide 31

Government and Industry bodiesIndustry Unions

In the same way that industry associations represent the interests of business, the unions represent the interests of employees.

Slide 32

Obtaining information The key to obtaining information is for you to be

proactive. It is highly unlikely most information will seek you out, so you have to go and find it

Obtaining the information you need is a matter of applying yourself to the sources identified

Slide 33

Obtaining information Subscribing to, and reading, industry magazines,

newsletters, updates

Picking and reading through the local and city newspapers

Getting on Internet e-mail lists

Receiving newsletters and updates

Joining your local union or industry association to receive regular material

Reading books on the industry sector that you are working in

Slide 34

Obtaining informationGetting out and having a look around to see:

What’s happening

What people are doing

What the competition is doing

What people are doing and saying

Slide 35

Monitoring current issuesIt is important to note though, the collection of information is most powerful when used to gain an understanding of current issues that are important to the success of the operation:

What are current issues of importance?

Why are they important?

How can you monitor them?

Slide 36

Monitoring current issuesIn order to keep up-to-date with industry issues impacting within your workplace:

Conduct constant internet research

Attend all meetings and discuss relevant issues

Monitor the media

Read about it in the journals and on-line subscriptions detailed in this manual

Talk to supervisors and management

Talk to customers

Slide 37

Tourism industry statistics and trendsGiven the tourism and hospitality industry is one of the largest industries in the world, it is not surprising to learn that they are numerous sources devoted to industry news, trends and statistics.

Slide 38

Types of industry statistics and trendsIndustry Statistics

Industry statistics are popular amongst both employees within the tourism industry and also end consumers.

Statistics prove a ‘snapshot’ of important information which can be examined and applied to:

Improve business operations

Attract new markets

Build confidence in the eyes of a consumer

Slide 39


Types of tourism businesses

Types and demographics of customers

Top destinations

Hotel occupancy percentages

Reasons for stays

Current industry information

Destination countries

Slide 40


Departure months

Length of stay

Type of organisation for the trip

Transport mode

Accommodation type

Expenditure

Popular tourist attractions

Slide 41

Types of industry statistics and trendsIndustry Trends

Understanding of current industry trends helps operators within the tourism and hospitality industry gain an understanding of what may take in the future.

This helps to determine strategy and develop a competitive advantage over competitors.

Slide 42


Great comparison-shopping by consumers

Tourism related applications ‘apps’

Women-only floors

Budget lodging at private accommodation

Unusual one-off experiences and mini-vacations

App creators breaking through language barriers

Slide 43


Websites offering personalized activities and tours

Using smart-phones as room keys

Booking agents to overlay the social graph, asking users to sign in with their social media accounts for the opportunity to hand-pick desirable seating arrangements

VIP treatment at amusement parks

Slide 44

Operational Information Most tourism and hospitality organisations will collect

information on a daily basis, from a variety of sources

This information aims to provide managers with vital information relating to operations

It also helps staff in determining possible work demands or requirements

Slide 45

Operational Information

Some of this information may relate to:

Current operations

Projected operations

Past operational performance

Slide 46

Operational InformationThe collection of information is helpful when:

Providing destination and specific product information and advice

Providing specific information and advice about the credentials of an operator

Selling products and services to the customer

Preparing quotations

Booking and coordinating a supplier service for the customer

Slide 47


Receiving and processing a reservation from a customer

Processing financial transactions

Issuing customer travel documentation

Issuing crew documentation or technical itineraries

Organising functions

Slide 48


Processing and monitoring meeting or event registrations

Purchasing promotional products

Hiring special equipment

Slide 49

Operational InformationTypes of information

Specific informational details in relation to products may include:

Costs, tariffs and rates

Additional taxes and levies imposed

Currency applied to the cost

Terms, conditions and rules

Scheduling information

Slide 50


Product codes

Booking procedures

Point of departure

Route taken

Point of conclusion or disembarkation

Slide 51


Touring inclusions and exclusions

Technical specifications for audiovisual and other meetings and events equipment

Specifications for products to be branded with corporate details

Slide 52

Collecting Operational InformationThere are a number of ways to collect information relating to operational effectiveness including:

Reports

Obtaining customer feedback

Using a pretend customer

Walking about the premises and observing

Use of checklists

Brainstorming sessions

Staff input and review

Slide 53

Customer InformationUnderstanding customers and their preferences is a very important aspect of a business.

Therefore being able to collect information is very important to understand:

What your business is doing well to meet their needs

Identify where improvements can be made

Slide 54

Customer Information

Formal feedback

Customer comment cards

General Manager cocktail parties

Interviews and follow up calls

Meetings

Performance reviews

Slide 55

Customer InformationInformal feedback

This information may come in the form of ‘gossip’ or ‘through the grapevine’, however is the provider of the largest amount of feedback.

This includes:

General discussion

Observations

Slide 56

Labour issues Pay rates

The ability to recruit sufficient and properly trained or experienced staff

Working conditions

Training

Mandatory licensing and certification requirements

Superannuation and Insurance

Disciplinary and dismissal procedures

Slide 57

Government initiatives Creating advertising campaigns to promote certain

locations or industry sectors

Funding training initiatives in certain trades or roles

Encouraging overseas workers

Amending or introducing legislation

Introducing changes to Industrial Relations legislation

Specific government initiatives

Slide 58

Emerging markets Spa resorts and the emergence of the well-being industry

Fast food

Recognition of ‘grey power’ and their potential for spending

Increase in the growth of ‘action’ holidays

Emphasis on domestic travel as opposed to internal travel

Slide 59

Environmental and social concerns Waste management, recycling of materials and a

reduction in energy and resource consumption

Noise and air quality

Sustainable tourism activities

Respect for indigenous lands and cultures

Responsible advertising of hospitality products and services

Slide 60

Environmental and social concerns Complying with legislated service requirements

(alcohol, gaming, tobacco) to minors

Social awareness towards alcohol and gaming problems

Ensure discrimination in the provision of hospitality services does not occur

Accommodating local concerns into the standard operating procedures

Changes or requirements to planning requirements

Slide 61

Industry expansion or retraction The business remains in the sector it currently occupies Set new directions, new target markets and revised goals To quit the industry and move into a new industry To invest in additional buildings, plant, stock To recruit new staff or to begin staff reductions To alter the focus of their training programs To change promotional campaigns To vary its products and services To vary prices

Slide 62

Legal compliance information

The importance of complying with legal requirements cannot be strongly emphasised.

Failure to meet legally imposed obligations can result in fines (to you and the business) as well as a whole range of penalties including closure of the business.

Slide 63

Legal compliance informationLaws

Laws are a set of principles, rules and standards established by parliament and enforced by the courts for the regulation of behaviour in society and the protection of members of society and their property:

What laws affect you in the workplace?

Slide 64

Legal compliance informationConsumer protection issues

These traditionally address increasing the responsibility on business to protect the interests of the consumer from unconscionable activities and illegal action:

How can you ‘protect’ the consumer?

Slide 65

Legal compliance informationDuty of care

This common law requirement reinforces the responsibility that all employers and businesses have to provide a safe workplace and to take appropriate care and action to make sure that staff, customers and members of the public are not injured while at the place of business.

How can you make the workplace safe?

Slide 66

Legal compliance informationEqual employment opportunity

EEO legislation ensures people are not victimised or discriminated against of their age, gender, race, disability or sexual preference in the areas of:

Employment

Provision of products and services

What EEO practices can you introduce?

Slide 67

Legal compliance informationWorkplace relations

Existing HR legislation, systems, structures, terms and conditions of employment and instruments of employment are subject to amendment or repeal through the efforts of the government, employer bodies or unions.

What are examples of workplace relations?

Slide 68

Legal compliance informationPrivacyObligation on employees not to release confidential information about their customers without their express consent including: Name Address Phone number Buying habits Marital status Methods of payment Purchases

Slide 69

Legal compliance informationFinding information on legal requirements

You understand the legal requirements of your position and how to conduct your duties in a legal manner.

Update understanding of legal issues by:

Asking Human Resources

Asking Management

Research internet

Slide 70

Emerging technological trends The hospitality and tourism industry is all about

connections Connecting people, places and cultures Using new technologies, social media, and social

networks can help to foster the connections that we share

Slide 71

Emerging technological trends Technology greatly impacts on all aspects of operations

The improvements in technology have been immensely beneficial for the industry

It has made the world a smaller place and made it easier for businesses to get in touch with customers

Slide 72

Emerging technological trendsThe main ways technology can enhance the industry are:

Streamline and speed up access and delivery of services

Improve management and profitability of operations

Enhance marketing of the industry as a whole and the businesses within it

Improve the relationships between businesses and its customers

Slide 73

Emerging technological trendsExamples of trends

Standardized set of XML messages for the distribution of tour and activity data

Short-term, purely spontaneous travel specials

Dedicated travel apps

Sharing of traveller’s personal informationto simplify bookings

Slide 74


Advanced travel search engines

Travellers to find activities and local content in a mobile optimized environment

Small business owners to access the business travel market

Hotels and resorts to communicate with guest through on property mobile before, during, and after their visit to the property

Slide 75


Hotels manage their online reputation and social media

Friends to collaborate and plan trips together

Travellers research and decide where to go, where to stay and what to do

Slide 76

Local community informationWays in which an organisation can benefit the community includes:

Employing staff from the community

Using local suppliers

Investing in the local community through a range of programs

Recommending community businesses

Slide 77

Local community informationTo be able to recommend community businesses, staff should have a thorough understanding of: Local attractions Shopping and retail areas Events and festivals Eateries Supermarkets Local transport Activities Places of worship

Slide 78

Local community informationThe best ways to gather community information includes: Visiting local businesses and finding out what they provide Talking to management and staff Collecting and reading brochures Keeping up with local media Visiting the local Tourist Information Centre Attending town meetings Looking at notice boards in

shopping centres

Slide 79

Collection of effective informationTo date we have explored different types and sources of information that are essential to enable staff and management of an organisation operate in a successful manner.

It is important that the information that is collected is:

Accurate

Suited to the needs of their organisation

Slide 80

Data and Information Whilst the word ‘information’ has been used to date, in

effect this is the collective term for ‘data’ that has been collected

Data is a piece of information that can be collected and interpreted by an organisation for their use

What types of data are there?

Slide 81

Types of dataThe two most common sources of data are:

Primary data – collected for a specific purpose

Secondary data – generic information

Slide 82

Primary data Primary research data is newly generated research

information that you yourself or the organisation create

The need for primary research data commonly arises because of gaps in the information available through the secondary research data

Slide 83

Primary dataThe most common forms of primary market research for tourism businesses include:

Customer surveys

In-house questionnaires and feedback sheets

Focus groups

Electronic responses on the website

Observation

Slide 84

Primary dataPrimary data

Primary data is considered to be either:

Qualitative research

Quantitative research

Slide 85

Primary dataQualitative research

Qualitative research does not look at numbers

It tries to find out the reasoning behind certain actions, procedures, activities or ways of thought.

It explores reasoning

Slide 86


Advantages:

It provides richness and depth of information

It provides interactive and snowball brainstorming

Invites expression of opinions

Uses open-ended questions designed to stimulate thinking

Can be conducted quickly

Slide 87


Disadvantages:

It does not provide a sample of people that is representative of a target population

Results are open to subjective interpretation

Moderator could bias results by steering group in a set direction

Dominant group member could sway or outweigh opinions of other group participants

Slide 88

Primary dataQuantitative research

Based on structured, closed-ended questionnaires

Aims to gather responses that can be summarised in numbers

Summarise the information quantitatively or numerically by percentages, frequencies and averages

Samples can be larger

More representative and statistical techniques can be used to draw conclusions

Slide 89


The main types of quantitative research are:

Mail survey

Telephone survey

Face-to-face interview

Combination of mail/telephone surveys

Observation

Slide 90


Advantages:

The objectivity of the results

Sample can be representative of target population

Simply structured answers

Interviewer bias is not such a problem

More cost effective

Can measure consumer attitudes, behaviour and trends over time

Slide 91


Disadvantages:

Sampling difficulties

Problems with interpretation of reliability and validity

Well designed research requires a basic understanding of statistical techniques

Deriving accurate results depends upon meaningful questionnaire design

Slide 92

Primary dataQualitative & Quantitative research

Customer Evaluation Forms

Customer evaluation forms are a perfect example of where these two types of research are used:

Quantitative – Where customers are asked to rate an aspect of the operations between 1 – 5

Qualitative – Where the customer is asked to give comments or explanations

Slide 93

Secondary dataSecondary data

Using information that already exists

A business can generate secondary research data from its sales figures, databases from other sources

Should be used before primary research is undertaken

Slide 94

Secondary dataMain types of secondary data

Business and industry-specific journals and periodicals

Trade, professional and business associations

Government statistics

Libraries

Internet

Government websites

Private market research firms

Newspapers and magazines

Slide 95

Using business technology All organisations use technology to access, organise and

monitor information that is relevant to the operations

There is a wide selection of information that can be collected for a variety of purposes

Slide 96

Using business technologyInformation systems

An information system is a way for managers to:

Assess information needs

Develop information from existing operations, an internal audit or current situation analysis, external audit and the market research process

Distribute information accurately to the right person in the right place at the right time

Slide 97

Using business technologyInformation systems

Reports

The most efficient way that information software systems can help managers is through the collation of data into useful reports:

What reports can be produced?

Slide 98

Using business technologyPoint of sale systems

Different outlets will use separate equipment to handle transactions specific to their needs including:

Cash registers

Point-of-sale (POS) terminals

Slide 99

Using business technologyCash registers

A cash register is a machine that is used to accurately record transactions including:

Charges

Methods of payments

Issue of accounts and receipts

Store of cash and non-cash payments

Slide 100

Cash registersX and Z Readings

Cash registers are the most common equipment used in recording sales.

A summary of takings is obtained through the use of:

‘X’ reading

‘Z’ Reading

Slide 101

Cash registersX Reading An ‘X’ reading provides an updated reading/report on

all the financial transactions processed through the cash register/terminal during the shift or day

An ‘X’ reading can be taken at any stage during a shift to get an updated summary

Slide 102

Cash registersZ Reading

A ‘Z’ reading provides a final report on all the financial transactions that have been processed through the register/terminal during the shift or day

A ‘Z’ reading is only done at the end of a shift of day

Slide 103

Cash registersAdditional information

More importantly these systems provide useful information in relation to the day’s trade including a breakdown of, but not limited to:

Amount of each item sold

Financial information including average spends

Sales taken by each staff member

Slide 104

InternetThe internet is a great source of information which allows users to gather endless amounts of valuable information without leaving the workplace:

Suppliers

Industry associations

Government bodies

Specific properties

Slide 105

Updating informationTo keep learning, you must source the most recent and relevant information about what is happening in:

The industry in general

Your sector of interest

Your workplace department

Your job

Slide 106

Updating informationYou should seek to identify a wide range of issues such as: Changing and emerging trends New techniques and workplace practices New equipment and technology New recipes Initiatives relating to advertising, marketing

and promotion Changes to legislation, regulations & codes

of practice Market research information Trends Activities that the opposition is undertaking

Slide 107

Learning opportunitiesNot only is the regular updating information beneficial to the organisation, it also helps develop your own understanding and level of knowledge:

What learning and development activities can you undertake?

Slide 108

Learning opportunitiesLearning options

On-the-job

Staff meetings and briefings

Undertaking advanced formal studies

Participating in training courses and seminars

Keeping tuned in to TV, cable, electronic media and the Internet

Doing a relevant correspondence courses

Slide 109

Learning opportunitiesLearning options

Subscribing to hospitality journals, newsletters and periodicals

Becoming a member of an industry association or union

Attending industry functions, product launches or promotions

Trying something new

Taking time to visit the opposition

Slide 110

Using informationUsing information to enhance performance

To advise customers of up-coming events, specials

To make recommendations and suggestions

To provide additional information

To demonstrate professionalism

To help make sales

Slide 111

Using informationUsing information to enhance performance

To generate repeat business from customers

To generate referral business

To comply with general operational requirements

To entice the customer to increase expenditure

To answer routine questions

Slide 112

Research and analyse information

Element 2

Research and analyse informationPerformance Criteria for this Element are:

Define objectives of research clearly and consistently with organisational requirements

Ensure data used in research is valid and relevant to research purposes

Ensure research strategies are appropriate to the requirements of the research and make efficient use of available resources

Slide 114

Research and analyse informationPerformance Criteria for this Element are:

Ensure methods of data analysis are reliable and suitable to research purposes

Ensure assumptions used in analyses are clear, justified and consistent with research objectives

Ensure conclusions are supported by evidence and contribute to the achievement of the organisation’s goals and objectives

Slide 115

Focusing research As can be seen there are many types of information that

can be collected, using a wide array of sources, to address endless aspects of an operation

No person can keep abreast of all information. In addition, each organisation will have different informational needs and priorities

Slide 116

Focusing research

Therefore instead of collecting information for the sake of it, there must be a specific purpose and focus on what should be researched:

What information is more important to collect than other?

Slide 117

Assessing information needsThe following questions can be of assistance when assessing information research needs:

What types of decisions are you regularly called on to make?

What types of information do you need to make these decisions?

What types of information do you regularly get?

What types of special studies do you periodically request?

What types of information would you like to get that you are not now getting?

Slide 118

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Assessing information needs What information would you want daily? Weekly?

Monthly? Yearly?

What magazines and trade reports would you like to see on a regular basis?

What specific topics would you like to be kept informed of?

What types of data analysis programs would you like to be kept informed of?

What do you think would be the four most helpful improvements that could be made to the present information system?

Slide 119

Research process and planA research process is a four step activity:

Define the research problem and objectives

Develop the research plan for collecting information

Implement the research plan by collecting and analysing the data

Interpret and report the findings

Slide 120

Defining the research problemDefining the research problem

The first step is to try to identify exactly where the focus of research and information collection should be concentrated on.

XYZ Hotel

For example, XYZ Hotel may examine whether undertaking a renovation to their accommodation rooms will lead to greater profits for the organisation as a whole.

Slide 121

Determining specific research questionsThe research problem and research objectives must then be translated into specific research questions that address particular information needs:

What questions would you have if you were the XYZ Hotel?

Slide 122

Determining specific research questionsXYZ Hotel What do customers consider value when staying at a hotel? Will upgrading our facilities keep current patrons? Will upgrading our facilities attract new patrons? What specific upgrades will add value to a hotel experience? Will upgrading facilities lead to a competitive advantage over the

completion in the area? What extra revenue will the customers be willing to pay? What are the potential costs of refurbishment? What is the expected profitability of upgrading facilities?

Slide 123

Define research objectives

By using research questions as the basis, research objectives may identified:

What research objectives would you have if you were the XYZ Hotel?

Slide 124

Define research objectivesXYZ Hotel

Identify components of value in the customer’s eyes

Identify needs of current customers

Identify what the competition is providing to customers

Identify products and facilities that can be upgraded

Identify potential costs of refurbishment, including loss of income during refurbishment

Identify timeline and steps associated with refurbishment

Identify expected profitability of upgrading facilities

Slide 125

Developing the research plan Once the objectives have been determined, it is now time

to identify and develop the research plan

This is the framework in which trying to find the answers to the research questions and objectives are based

Slide 126

Gathering secondary dataXYZ Hotel:

Industry journals to identify current trends in hotels

Statistical information on the industry, its offerings and market segments

Discussions with industry bodies relating to projected activities and areas of concerns in the industry

Trade magazines and websites to identify range of products and facilities that can be upgraded

Slide 127

Gathering primary dataXYZ Hotel:

Customer surveys to identify customers current satisfaction, needs and areas of value

Phone meetings with current and potential customers

Interviews with customers

Visiting equipment supplies

Visiting competitors

Getting a financial advisor to prepare financial forecasts

Getting contractors to prepare a renovation budget and timeline

Slide 128

Implementing the research plan

Implementing the plan involves collecting, processing, editing and analysing the data:

What considerations need to be taken into account when implementing the research activity?

Slide 129

Implementing the research planIt is important that all people associated with the research activity have an understanding of the exercise and what is expected of them including:

Objectives of the research project

Methods of data collection to use

Timeframes for collecting data

Budget associated with project

Communication of findings

Slide 130

Monitor the research planWhen monitoring the progress of the research plan some suggestions include:

Start small

Review research method on a regular basis

Understand the issues at hand

Be flexible in research methods

Focus on answering objectives

Slide 131

Analysing informationOnce data has been collected, it is now analysed for the purpose of shedding light on answering the research objectives.

Analysis of data is a process of inspecting, cleaning, transforming, and modelling data with the goal of:

Highlighting useful information

Collecting evidence

Suggesting conclusions

Supporting decision making

Slide 132

Analysing information

Analysis of quantitative information

Make copies of your data

Tabulate the information, i.e., add up the number of ratings, rankings, yes's, no's for each question

For ratings and rankings, consider computing a mean, or average, for each question

Consider conveying the range of answers

Slide 133

Analysing informationAnalysis of "qualitative" information

Read through all the data

Organize comments into similar categories

Label the categories or themes

Attempt to identify patterns where people may have similar feelings or thoughts

Slide 134

Interpret informationThe aim of interpreting information is to review all the information collected with the hope of:

Providing a summary of key pieces of evidence

In which assumptions, conclusions and recommendations be based

The process is not to find reason or purpose in all the information collected, but to methodically compile and interpret evidence that is relevant

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Ensuring clear, justified and consistent assumptionsWhilst at some stage, the person who collects and interprets information will have to make some assumptions and then recommendations based on these, it is important that their assumptions are as valid and accurate as possible:

How can you do this?

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Ensuring clear, justified and consistent assumptions Trying not to box findings into a solution they think is correct, as

opposed to what is seen as correct

Don’t draw general conclusions or assumptions based on only one or two findings

It is important to have supporting evidence from different sources

Try to be critical in making assumptions by trying to find holes or weaknesses in them

Discuss the findings with another person/s to see if assumptions are consistent

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Report the findings

Now that assumptions have been made in reference to the information collated and summarised, it is now time to prepare and record:

Findings

Conclusions

Recommendations

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Report the findingsIt is essential that:

Important findings relate to the original research problem and objectives

Any recommendations that are made should be based on factual evidence collected during the data collection process

The conclusions presented must be understandable to management and practical to the problem at hand

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Report the findingsIt is essential that:

The level and scope of content depends on to whom the report is intended including owners, management, employees, clients, customers, the public

Be sure to record the research plans and activities in a research plan which can be referenced when a similar research effort is needed in the future

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Element 3

Present information

Present informationPerformance Criteria for this Element are:

Present recommendations and issues in an appropriate format, style and structure using suitable business technology

Ensure structure and format of reports are clear and conform to organisational requirements

Report and distribute research findings in accordance with organisational requirements

Obtain feedback and comments on suitability and sufficiency of findings in accordance with organisational requirements

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Presenting findings and recommendations Depending on the nature of the research activity, the

findings may be presented in a wide variety of ways to suit the importance, formality and intended audience

Simple research activities may result in findings being emailed or may require a more formal approach

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Presenting findings and recommendationsMethods of presenting recommendations

Some ways to present information include:

Formal meetings

One-on-one or group discussions

Staff briefings

E-mail

Prepare notices for distribution on walls

Written reports

Training sessions

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Preparing the research reportWhere a formal report is required, either to supplement a verbal meeting or to provide structured and documented evidence, it is important that it is prepared in a manner that is:

Easy to read by a wide base of potential audiences

In a logical and concise manner

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Preparing the research report

It is important that the research report is documented in a manner that provides an accurate snapshot of the:

Purpose of the research activity

Research objectives

Research activities

Evidence collected

Recommendations and conclusions

Slide 146

Preparing the research reportContents of a Research Report

Title Page

Table of Contents

Executive Summary

Purpose of the Report

Background Information

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Presenting the research report

Once the appropriate method of presenting recommendations has been decided, it is now time to prepare and present the recommendations

This planning is just as important as the actual research activity itself

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Preparing for the presentation Step 1 – Obtain the necessary information for the

presentation

Step 2 – Work out the structure of the actual presentation

Step 3 – Arrange all required information in the required sequence

Step 4 – Identify the key points that need to be made in the presentation

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Preparing for the presentation Step 5 – Write a draft presentation (script)

Step 6 – Practise the draft presentation

Step 7 – Develop the necessary presentation aids and materials

Step 8 – Rehearse the total presentation

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Preparing for the presentationStep 1 – Obtain the necessary information for the presentation

Classify material that you have captured into the three traditional categories of:

Must present, must know

Could present, could know

Nice to present, nice to know

The focus of the delivery has to be on the ‘must present’ information.

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Preparing for the presentationStep 2 – Work out the structure of the actual presentation

The traditional structure of a presentation will generally consist of three parts:

An introduction to the presentation

The main body of the presentation

Summary

Question and Answers

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Preparing for the presentationIntroduction

Let the audience know what the presentation is going to be about

Acknowledge and make reference to any information about the topic that the audience already has

Tell the audience what your objectives are

Give an overview of what you are going to present

Advise them of any participation you have organised for them

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Preparing for the presentationMain body

Keeping focussed on your identified objectives

Putting the information into context

Starting with the simple and moving to the more complex

Integrating A-V and presentation aids into the presentation

Ensuring a logical flow of information

Seeking clarity

Involving the audience

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Preparing for the presentationSummary

This section of the presentation should be quite brief, summarising the information that was contained in the main body

Only key points should be provided in the summary

Include a set of conclusions, or recommendations for future action

‘Thank you’

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Preparing for the presentationQ & A sessions:

Encourage questions

Respond enthusiastically

Don’t get annoyed with one person who asks lots of questions

Provide concise and accurate answers

Acknowledge good and incisive questions

Never be afraid to admit when you don’t know the answer to a question

Thank participants for their questions

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Preparing for the presentationStep 3: Place the information in order

Ordering your information is a fairly logical process and can be best achieved if you follow these simple steps:

Write down a series of subheadings you wish to present in the main body

Arrange the subheadings into a logical order and then number them in a logical sequence

Use a numbering system

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Preparing for the presentationStep 4: Identify key points

The type of key points you select will depend upon the factors below:

The objectives you hope to achieve with your presentation

The type of presentation or occasion

The type of information you have access to

The characteristics of the audience

The depth and breadth of your knowledge and experience

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Preparing for the presentationStep 5: Prepare a draft

Use headings in your notes

Keep in mind the objectives

Consider the audience characteristics

Use language that has a clear meaning

Present in an informative and interesting manner

Identify where to use visual aids

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Preparing for the presentationStep 6: Practise your verbal presentation

You need to practise your verbal presentation by reading it out aloud to identify:

Information that does not flow smoothly

Areas too detailed or wordy

Sections that are not clear or concise

Information that is difficult to present verbally

Areas you just have difficulty with

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Preparing for the presentationStep 7 – Develop the necessary presentation aids and materials

PowerPoint presentations

Diagrams, models and charts

Products, samples and models

Paper-based materials

DVDs, slides, overhead projection sheets

Whiteboards, flip charts, posters

Video or teleconferences

DVDs

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Preparing for the presentationStep 8: Rehearse the entire presentation

You will need to practise:

Reading the information

Showing the visual materials while delivering the verbal presentation

Your stance

The speed and pace of presentation

Controlling your breathing

Integrating the roles of other presenters

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Preparing the audience in advance Once the appropriate method of presenting

recommendations has been decided, it is now time to distribute findings to the intended audience

In many cases, it may be wise to distribute written reports to the audience in advance so they have a chance to carefully review and discuss the report

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Deliver the presentationPrior to the presentation

Before the actual presentation commences there are several things you should do to maximise both your chance of success and the effectiveness of the presentation:

Check who is attending

Review the presentation

Prepare the venue

Check your personal presentation

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Deliver the presentationMaking the presentation

Speech delivery:

Volume

Speed or pace of delivery

Tone, pitch and modulation

Pronunciation

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The message:

Your objectives are your message

The presentation needs to stay focussed on this

Attention should be paid to ensure that the information prepared is in fact the information presented

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Gestures and facial expressions:

Smiling is a positive facial expression that will make you look and feel relaxed

Try to adopt a stance that you feel comfortable with

Use your hands only when they are needed

Try to look relaxed

Try to use a range of different gestures and expressions

Avoid using nervous body movements but portray enthusiasm

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Eye contact:

Eye contact is an extremely important form of non-verbal communication

Try to remember that by maintaining eye contact, it is possible to personally include members of the audience into your presentation

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Using cue cards

Cue cards can be used in many ways, including:

To jog your memory

To remind you of difficult concepts or ideas

To ensure you remain focussed or on track

To provide you with an order in which key points are presented

To assist you with presenting factual information, such as figures or statistics

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Involving the audience

Involving the audience usually enhances the success of any presentation because adults generally prefer ‘active’ learning to ‘passive’ learning:

How can you involve the audience?

How can you involve quiet people?

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Obtain feedbackIn the event that findings are presented in a meeting, it is important that the audience is able to provide feedback, suggestions or general comments:

What is feedback?

Why is getting feedback important?

What type of feedback can be given?

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Obtain feedbackFeedback could come in the form of:

Providing general comments

Providing expert advice

Providing suggestion

Providing criticism

Providing acceptance and approval

Translate recommendations to action plans

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Handle Questions There may be a number of questions in which the

audience may want to ask

Presenters should see questions from audiences as a positive thing and not as an interruption or a distraction

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Handle QuestionsPurpose of questions

Demonstrate the audience is interested and paying attention

Provide an extra opportunity for clarify information

Enable a check to be made on the level of understanding the audience has

Facilitate interaction with the audience

Help make a passive session into an active one

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After the presentation Whilst most questions may be clarified during the

presentation, it is unlikely that all questions or actions required will be resolved

Where this occurs, you have to arrange to get the required information to them after the presentation has finished

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After the presentationFollow up activities

Arranging a follow-up meeting or another presentation

Posting information on the website

Mailing hard copy information to individuals

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After the presentationFollow up activities

Issuing a media release

Meeting with individuals after the presentation, in the venue, and discussing things there

Deciding follow up action resulting from the recommendations or conclusions in the research report

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gather and present product information

Documents

monitor information

store information

supervisor slide

slide explaining

tourism industry

number of performance

workplace requirements

industry knowledge