Methodology 01

METHODOLOGY In this dissertation both primary and secondary research data were used, in terms to establish the research process. Secondary information was conducted first in order to gather knowledge and information relevant to the study. By carrying out secondary research first it enabled the author to establish what possible data carrying out primary research would require.

While marketing research is known as a marketing tool, it is important to try and understand a definition. Despite several marketing books trying to understand the concept of marketing research one definition that is proposed is:

“use information to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. It communicates findings and their implications”. Adcock et al (1998, p.363)

Reasons for choice and research design Secondary data The author decided to undertake secondary research as a method to gather information about the dissertation subject, but also to try and achieve the potential aim and objectives. Secondary research is often referred to as desk research, this is because the data has been previously collected or it is data that already exists. Secondary data in the view of Curwin can be defined as:

“data can come from within the organisation, internal secondary data, or from outside the organisation, external secondary data. Curwin (1996, p.46)

Internal sources of data can include results from service questionnaires, staff surveys, accounting reports and customer complaints. On the other hand external sources of data include newspapers, journals, research reports, textbooks and census of the population.

An advantage for the use of secondary information was proposed by Kotler (2001, p.274) as being:

“Secondary sources sometimes can provide data an individual company cannot collect on its own”.

This establishes that the information is either not directly available or would be too expensive to collect. By using secondary data it will enable the author to spend more time and effort in analysing and interpreting the data, as it has already been collected. . For this dissertation the author carried out research through academic books, journals, articles, guides and maps, which all proved to be good sources of information as they provided existing information on the subject area of leisure and recreation. Reports from journals were accessible from Internet sites from the main library at the Birmingham College of Food Tourism and Creative Studies, in which help to shape the direction of the research.

Information from websites on the Internet is also known as a form of secondary research. Searching various websites, provided valuable information on the history of the canals specifically related to Birmingham.

The main research engines used to access up to date information, regarding articles and journals were found through emerald, Mintel reports, and student Athens account. A limitation by using the Internet as a source of information gathering is to question the reliability.

Various visits were made to British Waterways office located at Gas Street Basin in Birmingham, an exhibition held in Victoria Square July 2003 by British Waterways and Inland Waterways, and several Birmingham Tourism Information offices. These sources and organisations all provided the author with relevant material covering different aspects of the chosen research study.

Birmingham Waterfront Survey (1999) carried out by British Waterways provided quantitative secondary data, as the survey aimed to measure crowds, observe their behaviour, and identify visitor perceptions and needs which are all elements important to the author’s study. Reviewing previous dissertations on leisure participation, Birmingham regeneration, and recreational use of the canals all helped to provide background information relevant to the study.

All the research carried out was undertaken at the main library, and the resource centre located in the Birmingham College of Food, Tourism and Creative Studies, and Birmingham Central Library.

As a result of the author reading and analysing the secondary data gathered, a potential problem occurred. As the secondary data collected did not have enough valuable data to satisfy the research objectives, primary data must be collected.